Creating Content-driven Experiences in Content Marketing: A #CMWorld Twitter Chat with Carla Johnson

Carla-JohnsonWhat are content-driven experiences and how do you create and measure them? Carla Johnson, co-author of the upcoming book, Experiences: The 7th Era of Marketing, joined us for our recent Twitter discuss this evolution of marketing.

Join us for a future #CMWorld chat or download an excerpt from Carla and Robert Rose’s book.

 

Q1: Let’s make sure we’re all on the same page: how do you define “content-driven experiences?” #CMWorld

 

A1 How you use experiences within your content framework to engage, nurture and evolve customers. #CMWorld

@CarlaJohnson

 

A1: Creating content isn’t new, but moving from products to experiences is. So is marketing’s shift from projects to process. #cmworld

@pisarose

 

A1 You have to integrate experiences into your content strategy. #cmworld

 

A1: The key word to content experience is “experience.” No stand alone content. Always connect it to a “what’s next?” #cmworld

@PatrickHayslett

 

Useful content moves consumers to customers over time. #cmworld

@CTrappe

 

I’m most pleased that @CarlaJohnson included the word “evolve(s)” in her definition of content-driven experiences. #CMWorld

@Mr_McFly

 

A1 The experience someone has in relation to your content is what drives people to act: share, like, refer, purchase, etc. #cmworld

@movystream

 

A1: your content drives the experience. Instead of saying We need content for ___, it’s let’s do ____ with our content. #cmworld

@mewzikgirl

 

A1: Matching the context and inquiry of the audience with content-driven engagement #cmworld

@ardath421

 

A1 Creating content-driven experiences means you have to know your customers better – that takes focus off products #cmworld

@CarlaJohnson

 

@TeriMKojetin @ChristinKardos At least mosquitos don’t like me! #CMWorld

@SparkerWorks

 

Useful content doesn’t waste people’s time. People appreciate that experience. #cmworld

@CTrappe

 

A1: Creating messages without considering the whole experience is, well, just #content. #cmworld

@mikemyers614

 

@SparkerWorks @Mr_McFly @ChristinKardos @TeriMKojetin The cat just gives you temporary permission to serve as its resting perch #cmworld

@PatrickHayslett

 

@SparkerWorks @ChristinKardos Fortunately they don’t bother me too much. But one bite is all it takes to bring on the troops #cmworld

@TeriMKojetin

 

A1 @GeneralElectric Garages reinvigorates America’s interest in invention, innovation & manufacturing. http://buff.ly/1BuPgf8 #CMWorld

@CarlaJohnson

 

A1: Provoke curiosity and engage your end users the best experience that you can offer them. #cmworld

@DigitalLynnL

 

A1 A content-driven experience guides the customer, shapes the experience, deepens the connection. #cmworld

@martinlieberman

 

A1: Yes @CarlaJohnson focus on what you can do for them instead of what they can do for you. Wooooo! #CMWorld

@Mr_McFly

 

A1: Content-driven experiences don’t create customers; they evolve them. @CarlaJohnson @Robert_Rose #cmworld

@pisarose

 

A1 Research shows us that what matters most to people is experiences, not things. Same for customers #cmworld

@CarlaJohnson

 

Example of content experience MT @CarlaJohnson: A1 @GeneralElectric Garages http://buff.ly/1BuPgf8 #CMWorld

@lindadessau

 

A1) Leveraging content to enable your audience to go on an adventure and feel something. A user journey #cmworld

@CrowdContent

 

A1 The experience is what you’re trying to achieve with useful content. Is there an emotional tie-in? Are you telling a story? #cmworld

@movystream

 

A1 @VailResorts creates great experiences with @EpicMix http://buff.ly/15PlFm9 Any #skiers out there? #CMWorld

@CarlaJohnson

 

@CrowdContent Love this definition! #cmworld

@TeriMKojetin

 

Everyday & twice on Sunday. MT @CarlaJohnson: A1 Research shows us that what matters most to customers is experiences, not things. #cmworld

@Mr_McFly

 

Experience is defined by the individual. We just provide content that creates an opportunity for an experience. #cmworld

@BrandedCartoons

 

A1 We need to ask “what experience do we want to create?” and then understand what content can do that #cmworld

@CarlaJohnson

 

A1 It’s about fostering that elusive ‘brand love’ by thinking about the entire brand experience as a narrative #cmworld

@HannahTutt1

 

@TalentLeopard absolutely! Happy to have you with us. We’re talking creating content-driven experiences. #cmworld

@CMIContent

 

Q2: What is the best place to start – with education, entertainment or usefulness? Is there a “right” way to begin? #CMWorld

 

As I always say “it’s ALL about the experience”. #cmworld

@SusynEliseDuris

 

@TalentLeopard Hi again! #cmworld

@TeriMKojetin

 

@CarlaJohnson @ardath421 Hey ladies!! #cmworld

@SusynEliseDuris

 

A2: A great way to begin is to educate yourself on what your customer/consumer/target wants. #cmworld

@mikemyers614

 

@CMIContent Yes. Any or all of the three. Whatever is right for the experience you want customers to have. #cmworld

@martinlieberman

 

A2 Depends on your audience. What is the message you are trying to share? What experience are you trying to create? #cmworld

@movystream

 

A2: The best place to start is at your point of purpose. Begin from a place of credibility. #cmworld

@pisarose

 

@CMIContent The best way to start is your audience – surely. What do they want? #cmworld

@wyzowl

 

A2. Assess what the biggest needs of your customers are & design your content to fill those first. Always add value. #CMWorld

@UnionMetrics

 

A2: You need to know your community to know what they need & how they want it. That’s how you figure how to start. #CMWorld

@Mr_McFly

 

A1 Don’t force content into creating an experience – that’s painful for everyone. Always put customers front and center #cmworld

@CarlaJohnson

 

A2: Depends on your audience. But I do think that usefulness is pretty good universally. #cmworld

@christinahudler

 

A2. If you can combine usefulness with entertainment, that would be a good way to start. #cmworld

@TeriMKojetin

 

@SusynEliseDuris @CarlaJohnson @ardath421 Hi Susyn! #cmworld

@CarlaJohnson

 

Relevant content is only useful when it can be consumed on all devices – including mobile. #ux #cmworld

@CTrappe

 

A2) I really think context matters. If your brand/product/service isn’t sexy, you might need entertainment to get attention. #cmworld

@ChristinKardos

 

A1: A good content experience always uses the medium that best suits the content. No square pegs in round holes. #cmworld

@PatrickHayslett

 

Shoot. Meeting. Will read through later. Happy chatting. #cmworld

@MsNycole

 

A2: which ever makes sense for the audience. Understanding what they need and when they need it matters most. #cmworld

@mewzikgirl

 

Good content informs, inspires, and ignites immediate action. #cmworld

@ValaAfshar

 

Design the experience first, then determine the best content to produce it – based on audience needs #cmworld

@ardath421

 

A2 – just with anything else, it starts with social listening. Then engagement. Then helping by providing the content people want.. #cmworld

@SusynEliseDuris

 

@CarlaJohnson Yep! Great biz/brands show loyalty to their customers instead of trying to make customers loyal to them. #CMWorld

@Mr_McFly

 

Inspire first. #cmworld

@BrandedCartoons

 

@MsNycole thanks for popping in…even if just a few minutes! #cmworld

@CMIContent

 

A2b) Because no matter how educational or useful you are, if no one sees you, it’s pointless. #cmworld

@ChristinKardos

 

A2 Usefulness encompasses all – audiences find educating, entertaining content useful! #cmworld

@webber_karen

 

A2 Where to start depends on what you want to achieve. Strategy first…always! #cmworld

@CarlaJohnson

 

A2: our brand is pretty serious, so it’s hard to entertain. Any time we can do it, I consider it a bonus. #cmworld

@mewzikgirl

 

@Mr_McFly Absolutely. Regardless of how useful your content is, if it’s not delivered in a way your audience responds, it’s lost #cmworld

@movystream

 

A2: Begin with your audience’s status quo – what can you do to arouse curiosity that motivates inquiry? #cmworld

@ardath421

 

A2. If you start with the purpose of giving you can begin with all three. We will all learn as we move forward. #cmworld

@b_diaz

 

A2: Always stay up what your customers want to experience and where they are going to experience it. #CMWorld

@Sea__Lyon

 

A2 Your starting point will be defined by your audience. Still, it’s worth defining your voice, approach and message. #cmworld @CMIContent

@shhh

 

A2: Don’t overlook where your CUSTOMERS are starting from. How will your content-driven experience evolve them? #cmworld

@pisarose

 

A2 Listen to your audience – find out what they need #cmworld

@HannahTutt1

 

A2: Find a problem your audience is having, even if it’s not directly in your space, and solve it for them. #cmworld

@mikemyers614

 

A2 Once you know your strategy, audience and decision journey, then ID what experiences matter. Create from there #cmworld

@CarlaJohnson

 

Offend first. Really gets things going. #cmworld

@BrandedCartoons

 

Relevant content is only useful when it can be consumed on all devices – including mobile. #ux #cmworld

@correctdesign

 

@PatrickHayslett A1 Agree. Also, analytics and data needs to be used to figure out what content experience is best for each user #cmworld

@moveo

 

A2: SoMe content can take a page from the Sesame Street model – education through entertainment. #cmworld

@JohnRichardBell

 

A2 you want to create experiences so delightful that customers can’t WAIT to move to the next step in their journey #cmworld

@CarlaJohnson

 

A2) Always useful. At first we started w/ education. But education is more fun w/ an entertainment aspect. Think interactive content #cmworld

@CrowdContent

 

A2: It’s not what you want to say, it’s what your audience needs to hear – just saying #cmworld

@ardath421

 

A2: Useful encompasses right thing at right time. If they need a laugh, funny is useful. If a problem to solve, how-to is useful. #cmworld

@PatrickHayslett

 

Too many brands don’t really know who their actual customers are. #cmworld

@MarketingBuddy

 

@ChristinKardos @mewzikgirl I use cartoons to overcome the seriousness of the brand. It provides distance. #cmworld

@BrandedCartoons

 

100% Agree! “@JohnRichardBell: A2: SoMe content can take a page from the Sesame Street model – education through entertainment. #cmworld”

@Sea__Lyon

 

knowing your what experience your potential buyers/customers want are going to inform on your content… #cmworld

@SusynEliseDuris

 

@MarketingBuddy sadly, yes. Even in 2015, this is still true. #cmworld

@mewzikgirl

 

@CrowdContent I like how you answered! “Useful” can mean anything from fun to education to time saving, etc. #cmworld

@ChristinKardos

 

.@correctdesign true to a certain degree but it depends what devices your audience is using analytics is key #CMWorld

@KDADouglas

 

@BrandedCartoons @mewzikgirl I love your strategy. It’s unique and it works. #NailedIt #cmworld

@ChristinKardos

 

@MarketingBuddy Too many brands make generalizations and are hesitant to engage one on one to learn more. #cmworld

@martinlieberman

 

A2: If you want breakthrough content, take your customers to a place they never imagined. #cmworld

@JohnRichardBell

 

@ChristinKardos @mewzikgirl Does your audience want to be entertained? I find it frustrating when a serious brand tries on funny. #cmworld

@shhh

 

@moveo Yes! Analytics can also show you parallel interests that aren’t on topic but many in your topic take interest in. #cmworld

@PatrickHayslett

 

@shhh @mewzikgirl That’s a fair question. You definitely have to stay on message (no bait and switch). #cmworld

@ChristinKardos

 

Q3: If we’ve been #contentmarketing for years, how can we seamlessly start creating content-driven experiences? #CMWorld

 

@ChristinKardos @shhh @mewzikgirl great point! #cmworld

@CMIContent

 

@ardath421 @CMIContent Totally. Remember when the CIA tried to be funny on Twitter? #cmworld

@shhh

 

A2 Creating experiences takes creative confidence, courage and customer insights. #cmworld

@CarlaJohnson

 

Trying to do #CMWorld chat & clean emails at the same time. Wonder which one I’ll be engaged with? I bet @CMIContent will win on content 🙂

@shannonmerb

 

Develop a persona-based buyer’s process map and then develop content to guide and accelerate the buying process. #cmworld

@ValaAfshar

 

.@shhh was just thinking this, I agree #CMWorld

@KDADouglas

 

@shhh @mewzikgirl Too, there are different ways to entertain. Different levels of seriousness/levity. Context = all important. #cmworld

@ChristinKardos

 

@shannonmerb yay for us! #cmworld

@CMIContent

 

A1: A content-driven experience goes beyond the traditional advertising/hard sell and creates something memorable. #CMWorld

@sugarsugarcg

 

Brands need to be “true” to their brand/voice/personality in creating customer-focused content that’s interesting & informative #CMWorld

@janetgranger

 

@lindadessau @shhh Serious brands can add humor if they do it right…ask @TimWasher. It’s an art #cmworld

@CarlaJohnson

 

A3 Start incorporating more UGC and real employees into content. Go back to basics. Share what’s real and relatable #cmworld

@movystream

 

@shhh @ChristinKardos @mewzikgirl in general- if they get it right- I don’t usually mind #CMWorld

@AmandaSubler

 

A3: Data-driven content. People like numbers, differences and impacts. #cmworld

@DigitalLynnL

 

@CarlaJohnson thank you very much – terrific content marketing insight from #cmworld community.

@ValaAfshar

 

@TeriMKojetin Of course! Watched you on #CMAD hangouts yesterday. Loved it! #cmworld

@CrowdContent

 

MT @janetgranger Brands need to be “true” to their brand/voice/personality #cmworld

@HannahTutt1

 

A3. Make it personal, both from you and to your audience. #cmworld

@TeriMKojetin

 

@ChristinKardos @shhh @mewzikgirl Laughs shouldn’t be the goal, it should be to add emotive dimension. #cmworld

@BrandedCartoons

 

@AmandaSubler @shhh @mewzikgirl Yep! Not easy. And it’s definitely more “art” than science. #cmworld

@ChristinKardos

 

Yes! Entertained doesn’t = silly. Know what your audience wants! MT @shhh: find it frustrating when a serious brand tries on funny. #cmworld

@moveo

 

A3: Start with a single integrated marketing campaign. Campaigns force you to construct a bona fide journey. #cmworld

@PatrickHayslett

 

@CrowdContent Thanks! I’m glad you enjoyed it. It was fun to be involved. #cmworld

@TeriMKojetin

 

Yes – Key > MT @janetgranger: Brands need to be “true” to their brand/voice/personality in creating customer-focused content #cmworld

@ardath421

 

A3: Do deeper dives, immerse yourself in convos. Be an integrator–help people work better together in creating experiences. #cmworld

@pisarose

 

@shhh @ChristinKardos @mewzikgirl If you hire someone who can make it flow naturally, then it works. Never if forced. #CMWorld

@SparkerWorks

 

A3 Back to strategy, what is it you want to accomplish? What matters to customers? Then how does experiences fit in? #cmworld

@CarlaJohnson

 

A2: I think usefulness is the most important. Solve a problem or answer a question to provide a true benefit. #CMWorld

@sugarsugarcg

 

A3: Invite your audience to help you get started. #cmworld

@BrandedCartoons

 

@pisarose Immerse yourself in conversations, yes Shelly! Get into the trenches with your audience and engage with them! #cmworld

@movystream

 

A precision content marketing strategy starts with account and buyer segmentation analysis. #cmworld

@ValaAfshar

 

A3: Brands who are really good at #contentmarketing have been creating great experiences, too. #cmworld

@mikemyers614

 

A3: Be real. Tell a story. Make that story something your customers can benefit from and solve a pain point. #CMWorld

@shannonmerb

 

. @lindadessau @shhh @moveo ALL of the truth! Brands should try to avoid moments like this. https://www.youtube.com/watch?v=FsqJFIJ5lLs #CMWorld

@Mr_McFly

 

A3 If you already have a lot of content, make sure customers are seeing the right content at the right times. Start there. #cmworld

@martinlieberman

 

A2: Begin with your goal/s & audience. Then purposefully create content experiences that are educational, entertaining, useful. #CMWorld

@carmenhill

 

A3 Meaningful experiences can start with what you’re already doing…how do you extend successful into content? #cmworld

@CarlaJohnson

 

+100 MT @martinlieberman A3 … make sure customers are seeing the right content at the right times. Start there. #cmworld

@ChristinKardos

 

@movystream @pisarose “trenches”…one of @MoninaW’s favorite words 🙂 #cmworld

@CMIContent

 

@ChristinKardos +100? Awwwwww … Thanks. Ha! 🙂 #cmworld

@martinlieberman

 

@carmenhill so true! (And good to see you, Carmen!) #cmworld

@CMIContent

 

A3: Focus on creating a continuum to support life cycle content-driven experiences – one uniting story – campaigns can’t do this #cmworld

@ardath421

 

@martinlieberman Because ” +1 ” just didn’t get it. 🙂 #cmworld

@ChristinKardos

 

A3: If your content lacks purpose AND value, you’re in a bad spot already. B/c people like experiences your content MUST do that. #CMWorld

@Mr_McFly

 

A3: I think content-driven experiences inspire the audience to act. More than just content for content’s sake, they’re compelling. #CMWorld

@sugarsugarcg

 

A3 Share content that is easy to digest and easy for the audience to get involved in. Start discussions! #cmworld

@movystream

 

@BrandedCartoons And you don’t speak Russian! #cmworld

@mikemyers614

 

@CMIContent Thank you! Happy to be here. So excited to hear from @CarlaJohnson! #CMWorld

@carmenhill

 

@martinlieberman and make sure that they are seeing it at the right moment in their buying cycle! #cmworld

@moveo

 

@carmenhill @CarlaJohnson we are too! #cmworld

@CMIContent

 

A3 @CMIcontent is the perfect example, @JoePulizzi extended it into experiences that matter to audiences in many forms. #cmworld

@CarlaJohnson

 

@moveo Exactly. #samepage #CMWorld

@martinlieberman

 

A3: To draw from #CMWorld 2014, it’s about telling a story.

@sugarsugarcg

 

@Mr_McFly Haha! Like that nickname! How are you Gary?! Great to see you! #cmworld

@Plumlytics

 

Great lunch break chat and information on #content. Reading and eating #cmworld #contentmarketing #writing

@YveletteStines

 

@ardath421 I want to start a campaign to #KillTheCampaign 🙂 #cmworld

@CarlaJohnson

 

Shucks MT @CarlaJohnson A3 @CMIcontent is the perfect example, @JoePulizzi extended it into experiences that matter to audiences.. #cmworld

@CMIContent

 

True “@CarlaJohnson: A1 We need to ask “what experience do we want to create?” and then understand what content can do that #cmworld”

@YveletteStines

 

@Plumlytics *Phew* I’m glad you liked it :-DI’m doing well and, as usual, it’s a pleasure to see you too! #CMWorld

@Mr_McFly

 

@TeriMKojetin Thank you! Always great to see you, Teri! #cmworld

@Plumlytics

 

Q4: Why is it important that marketing lead the charge on content-driven experiences? Why not operations or customer service? #CMWorld

 

@CMIContent @CarlaJohnson @JoePulizzi We’ll all talking today because of that. 🙂 #cmworld

@CarlaJohnson

 

A3 there’s always been exps. Now, it’s impt to differentiate to provide gr8 exps. Getting your aud/cking in w/ them will help u. #cmworld

@SusynEliseDuris

 

A3) Comes back to your audience. Ask yourself, does my audience want more from my #contentmarketing? Important not to jump the gun #cmworld

@CrowdContent

 

@Mr_McFly Heehee! Its ok, I don’t bite (well… sometimes!) #CMWorld

@Plumlytics

 

I just became a member of the #cmworld Twub. For live tweets, photos, videos and more, check out http://twubs.com/cmworld

@ToddRainmaker

 

@TeriMKojetin Hello Teri #CMWorld

@TalentLeopard

 

A4: Um, have you met the people in Operations? #cmworld

@BrandedCartoons

 

A4 Marketing is the only group that has the insights and skills to unite across the enterprise #cmworld

@CarlaJohnson

 

A4: Good question. #Marketing is uniquely positioned with a view of the customer, the brand and the data. #cmworld

@mikemyers614

 

A4: childish but true answer: because marketers are the smartest, most savvy people I know. #cmworld

@mewzikgirl

 

It is important to remember that the customer owns the customer experience. Good content creates value. #cmworld

@ValaAfshar

 

@TeriMKojetin Looked like it! We will have to touch base offline to pick your brain a bit! #cmworld

@CrowdContent

 

@Plumlytics I wish I could favorite this more than once. #CMWorld

@Mr_McFly

 

A4 We have customer insights, the ability to tell stories, and see the fractured experience when operations can’t deliver #cmworld

@CarlaJohnson

 

@CMIContent A2: Depends on your strategy. Different approaches appeal to different customers. Be memorable, no matter what. #CMWorld

@webmastergirl

 

@CrowdContent Wouldn’t mind that at all! 🙂 #cmworld

@TeriMKojetin

 

@mr_mcfly Heehee!!! #CMWorld

@Plumlytics

 

@mewzikgirl ha! #truth #cmworld

@CMIContent

 

A4: Consistency, branding, voice. #CMWorld

@shannonmerb

 

A4: Given the right audience & circumstances I’d have no problem w/ operations or cust service leading the content-driven charge #cmworld

@PatrickHayslett

 

A4: If we go all the way back to basic principles, mktg “should” lead the way b/c they figure out who the audience is. #CMWorld

@Mr_McFly

 

A4 Marketers are the ones with the ability to unify, integrate and collaborate. Then add in curiosity. #cmworld

@CarlaJohnson

 

@mikemyers614 And often, the skill/ability to create the message/story that should be communicated. #cmworld

@martinlieberman

 

A4: Marketing has the tools: it has content already created and the data to organize and drive change. #cmworld

@moveo

 

A4 I think #custserv and #marketing need to work together more! They are the people in direct contact with consumers every day #cmworld

@movystream

 

@martinlieberman Yes, very true! #cmworld

@mikemyers614

 

A4 People don’t realize that much of marketers’ role is to orchestrate and choreograph. Not ops or customer services. #cmworld

@CarlaJohnson

 

A4: Marketers view things in every aspect because they’re open minded about new and creative ways to reach their customers. #cmworld

@DigitalLynnL

 

Mew. #cmworld

@BrandedCartoons

 

A4: Who run the world? Marketers! #CMWorld

@sugarsugarcg

 

If we’re creating content-driven experiences we won’t need customer personas. Data will drive personalization. #cmworld

@ScottLum

 

A4 Marketers are in tune to their target audience- they know their peeps- that’s their job yet operations well… they know? #CMWorld

@Plumlytics

 

MT @CarlaJohnson: A4 Much of marketers’ role is to orchestrate and choreograph. #cmworld

@lindadessau

 

A4: To @martinlieberman’s point, who else but #marketing would you have tell your story? #cmworld

@mikemyers614

 

A4: And I quotify the word “should” b/c no wo/man or dept is an island. #DontStealTheTermQuotifyImGonnaUseItForAnApp #CMWorld

@Mr_McFly

 

A4: If you’re lucky, someone on the marketing team loves stats/analytics, & can guide new directions after knowing what’s working. #CMWorld

@shannonmerb

 

The best storytellers who can speak the customer’s (business) language, will ultimately drive the content experience. #cmworld

@ValaAfshar

 

@ScottLum thanks for diving in, Scott! Always enjoy having your contributions! #cmworld

@CMIContent

 

MT @DigitalLynnL: A4: Marketers view things in every aspect b/c they’re open minded about new & creative ways to reach customers. #cmworld

@CarlaJohnson

 

@sugarsugarcg Woot woot! True dat! #CMWorld

@Plumlytics

 

@CMIContent Customer service should help inform marketing of pain points customers need addressed. #CMWorld

@UnionMetrics

 

A4 Marketing hears all sides: from customers to product to edit to sales to ops. We can help put everyone’s feedback to best use. #cmworld

@shhh

 

A4 Marketing has the creative resources necessary for reach. But how do they know who they’re talking to w/o #custserv insight? #cmworld

@movystream

 

@CMIContent Marketing should take the value from other departments to help create awesome content driven experiences! #communicate #cmworld

@wyzowl

 

A4 to stay true to brand-internally + externally- + provide content 2 merge brand/target’s need. Mktg in unique pos’n to do this. #cmworld

@SusynEliseDuris

 

Great pt. @ScottLum: If we’re creating content-driven experiences we won’t need customer personas. Data will drive personalization. #cmworld

@soloportfolio

 

A4: Other departments have a 1-dimensional view of customers, marketers have a holistic view & can provide a more complete exp. #CMWorld

@KDADouglas

 

MT @shhh: A4 Marketing hears all sides: from customers to product to edit to sales to ops. Put everyone’s feedback to best use. #cmworld

@ardath421

 

@CMIContent Collaboration is important! Then marketing can plan content that answers FAQs and/or aids in the sales cycle. #CMWorld

@UnionMetrics

 

A4 The more you make your #contentmarketing a collaborative experience, the more useful your content will be! #cmworld

@movystream

 

A4 Marketers are excellent translators. Customer needs into stories and experiences. #cmworld

@CarlaJohnson

 

A4 I actually believe that customer service should be involved Get some of your best “Content Ideas “from customer issues #cmworld

@BryantGarvin

 

Q4) Marketing focuses on new + existing audiences. Customer service and Operations typically interacts only w/ existing customers #cmworld

@CrowdContent

 

@Plumlytics If you’re an OEM selling expensive technical equipment, I’d say operations knows target audience better than mktg #cmworld

@PatrickHayslett

 

@KDADouglas Or, at least, they SHOULD. But can’t in a vacuum. Need input from other departments/groups. #cmworld

@martinlieberman

 

Q5: We know that social media is essential to content marketing, but what bigger role can it play in content-driven experiences? #CMWorld

 

Remember though, marketers tend to lose perspective. Always seek news vantage points. #cmworld

@BrandedCartoons

 

A4 I actually believe that customer service should be involved Get some of your best “Content Ideas “from customer issues #cmworld

@BryantGarvin

 

@CMIContent A5: People like to share experiences with their friends. #cmworld

@lindadessau

 

MT @KDADouglas: A4: Other departs have a 1-dimensional view of cust, marketers have holistic view & can provide more complete exp. #CMWorld

@CarlaJohnson

 

@PatrickHayslett @Plumlytics Disagree. Marketing in that business, if they’re doing their job, will know as well if not better. #cmworld

@mikemyers614

 

#cmworld a true marketer is creative, conscious of strategy and concise.

@ToddRainmaker

 

.@martinlieberman yes that’s true #CmWorld

@KDADouglas

 

@CMIContent Offer an insight into who your audience is, and help to collate content to inspire your own story! #cmworld

@wyzowl

 

@MarketingBuddy @sugarsugarcg well… #WhoRunsTheWorld #CMWorld http://t.co/lcbTOhxb66

@Mr_McFly

 

#cmworld Duty calls. Time to a #digitalmarketer. Have a great day everyone! This was GREAT!

@DigitalLynnL

 

Who invited Skynet? @soloportfolio @ScottLum: Data will drive personalization. #cmworld

@BrandedCartoons

 

A5 if creating customer “service” oriented content as well You can utilize that content in interacting with customers on social #cmworld

@BryantGarvin

 

A5. Definitely customer service #cmworld

@TeriMKojetin

 

@Mr_McFly @MarketingBuddy @sugarsugarcg Ha ha ha ha … I was waiting for that. 🙂 #cmworld

@martinlieberman

 

A5 What role social media plays depends on your customers, what matters to them and how they connect #cmworld

@CarlaJohnson

 

@Mr_McFly @MarketingBuddy ha ha ha we failed to hashtag the gif we just sent @sugarsugarcg lol #cmworld

@CMIContent

 

A5: @CMIContent Social Media is an excellent way to crowdsource content. #CMWorld

@leeodden

 

A5: Putting a face with a name is huge. Tell the customer’s story, and let your audience see that person. #CMWorld

@shannonmerb

 

@ValaAfshar Great point. Those storytellers are in C-Suite and as its realized the rapid evolution of social businesses continues. #CMWORLD

@b_diaz

 

A5 – social media can have a big – HUGE – hand in integrating content from variety of channels… #cmworld

@SusynEliseDuris

 

@BryantGarvin Yes! They have the best insight into customer pain points/FAQs that content can be created to solve. #CMWorld

@UnionMetrics

 

A5: if your customers are there, it can play a huge role. #cmworld

@mewzikgirl

 

@patrickhayslett Sure but its also Marketing’s job 2 know how 2 how 2 target them 2open the doors 4 the sale @mikemyers614 I agree #CMWorld

@Plumlytics

 

@movystream Who have you found to be great collaborators that others might not think to reach out to? #cmworld

@moveo

 

A5:Social media opens brands up to engagement with their customers, brands should be ‘always on’ driving a more personal experience #cmworld

@HannahTutt1

 

A5 Don’t assume…social media’s role for a tech company is very different from oil and gas #cmworld

@CarlaJohnson

 

@CMIContent @CMIContent research, connect, collect and react #CMWorld

@katairobi

 

Apparently, cats will tweet when your back is turned. #cmworld

@BrandedCartoons

 

A5 Social media allows for the one-to-one connection with customers that the larger marketing dept can’t do. #cmworld

@martinlieberman

 

@Plumlytics @patrickhayslett Not that either are easy, of course. 🙂 #cmworld

@mikemyers614

 

@UnionMetrics that in turn can be utilized as well in the content drip system utilized in the sales process #cmworld

@BryantGarvin

 

@ValaAfshar And the eventual sale. Yes! it’s really never about product. Ever. #cmworld

@bhannan

 

A5: Content deserializes the experience. It lets self serving consumer multiple entry points to join your story #cmworld

@NickKellet

 

A5: we have a customer-only community site, and it is ah-mazing. Esp. for what @leeodden said – crowdsourcing content. #cmworld

@mewzikgirl

 

A5: #socialmedia is an extension/digital manifestation of the greatest mktg tool ever, #WOM. It is also wonderful for mkt research. #CMWorld

@Mr_McFly

 

Q5) Social interaction is an essential part of personal experience. Social media provides a medium for this. #cmworld

@CrowdContent

 

A5: It helps add context and give’s marketing messages meaning, because we can relate them to real-time conversations #CMWorld

@KDADouglas

 

A5: Social media has the power to take content and make it explosive! It allows the audience to share and get involved. #CMWorld

@sugarsugarcg

 

@mikemyers614 @Plumlytics Have either of you worked in a related type industry? I have…learned to leave mktg ego at the table #cmworld

@PatrickHayslett

 

Connect the dots MT @SusynEliseDuris: A5 social media can have a big HUGE hand in integrating content from variety of channels… #cmworld

@ardath421

 

@CMIContent great minds! 😀 @MarketingBuddy @sugarsugarcg #CMWorld

@Mr_McFly

 

@BryantGarvin Absolutely! #CMWorld

@UnionMetrics

 

@bhannan – good to see you here ! #CMWorld

@janetgranger

 

A5 I feel like we’ve been creating one for the last year, @CMIContent! Social facilitates sharing info, smarts and understanding. #cmworld

@shhh

 

Agree – for most part, pretty uniform MT @CarlaJohnson: A5 Don’t assume…#SoMe’s role for a tech co is very diff from oil and gas #cmworld

@SusynEliseDuris

 

Mostly too busy on photoshoots for that! @BrandedCartoons Apparently, cats will tweet when your back is turned. #cmworld

@NickKellet

 

@CMIContent Social media can connect your evangelists with potential customers over a shared interest. #CMWorld

@webmastergirl

 

A5: #SoMe is so much more than a message delivery system, it’s a great listening tool. #CMWorld

@mikemyers614

 

@DigitalLynnL hope you have a good one too! #cmworld

@CMIContent

 

Digital marketers use technology to enhance customer intimacy. Social media is technology. People build experiences. #cmworld

@ValaAfshar

 

A5 If social media matters to customers, it can become a bigger tentacle pulling people into experiences #cmworld

@CarlaJohnson

 

A5: If you reference a customer’s social media account, the “Hey, I know that guy!” factor is huge. It helps other customers relate. #CMWorld

@shannonmerb

 

Sorry guys got to dash! Loved the chat! #cmworld

@HannahTutt1

 

If content is fire, social media is gasoline. – @jaybaer #cmworld

@ValaAfshar

 

A4: Marketing should lead strategy for content-driven experiences b/c we see entire customer journey, not just one aspect. #CMWorld

@carmenhill

 

@PatrickHayslett @Plumlytics Worked at Caterpillar for 10 years. You definitely have to earn your way…easier now for sure. #CMWorld

@mikemyers614

 

Just catching up from Q1-4. Awesome insights across the board today! I think cust exp involves many departments. #teamwork #CMWorld

@UXcelsior

 

a5: Content is as much about you unraveling your own story – to help you be a better story teller and be more accessible #cmworld

@NickKellet

 

A5 Social media can be the ultimate integrator. Reach people where they are and entice them into your experience #cmworld

@CarlaJohnson

 

A5: Experiential content goes beyond functional brand benefits. If offers the emotional hook. #cmworld

@JohnRichardBell

 

@janetgranger and you as well! #cmworld

@bhannan

 

@ValaAfshar facilitating connection is a powerful action. That’s something #socialmedia can help brands do all day, everyday. #CMWorld

@Mr_McFly

 

A5: Social media can also give detailed insight into what the audience wants. It can drive new content. #CMWorld

@sugarsugarcg

 

A5: SoMe builds content experiences through conference tweeting, twitter chats, response videos, TED talks, podcasts etc. #cmworld

@PatrickHayslett

 

Sadly I have to duck out early to go handle things at the DMV. Is there a recap that will be posted? #cmworld

@christinahudler

 

Q6: How are these content-driven experiences measured? Can we establish an ROI? How? #CMWorld

 

A5. SoMe offers the opportunity to refine the company voice for multiple platforms & engage directly w/ current/prospective clients #cmworld

@moveo

 

I don’t like it when I get phone calls during #CMWorld. That is not OK. #cmworld

@ChristinKardos

 

A5: Content is an open door. It says open or closed for business. It depends what and how you write #cmworld

@NickKellet

 

@CarlaJohnson Nice! “bigger tentacle pulling people into experiences”. Well said. #cmworld

@CrowdContent

 

A5: Where else can you punctuate a statement of any type like this? #CMWorld http://t.co/E4P3LGlVaw

@Mr_McFly

 

A5 You have to put more thought into what experience you’re creating with each social channel #cmworld

@CarlaJohnson

 

A6. I imagine the ROI would be seen in relationships built and loyalty given #cmworld

@TeriMKojetin

 

@christinahudler we’ll have a recap posted in a few days on http://www.contentmarketingworld.com #cmworld

@CMIContent

 

A5: Want help distributing your content? Make it shareable on SM and enjoy the free help spreading the word! #CMWorld

@shannonmerb

 

@ChristinKardos tell them to join the chat! #cmworld

@NickKellet

 

@mikemyers614 @Plumlytics I had same experience. Had to sell mktg & myself internally b4 getting cooperation at mktg externally #cmworld

@PatrickHayslett

 

A6: Need to set KPIs before you begin, base them on your strategy. #CMWorld

@mikemyers614

 

@lindadessau @NickKellet Bingo. When you don’t reply on social media, you tell your customers, “Not interested in you.” #cmworld

@martinlieberman

 

@NickKellet I actually did that. Don’t see them here but it got me back online…. 🙂 #cmworld

@ChristinKardos

 

@janetgranger Yes, that’s another one of the measurements! #cmworld

@TeriMKojetin

 

@CMIContent A5: Be relatable. Tweet, share, post just like your audience does. #CMWorld

@mvgtweets

 

A6: Measurement is all fine & dandy, but if you don’t believe you are touching people for some future action, fire yourself. #cmworld

@NickKellet

 

A5. It’s in a brand’s mission to drive experience back to the brand, but it should connect people to each other, minus the return. #cmworld

@b_diaz

 

MT @martinlieberman: When you don’t reply on social media, you tell your customers, “Not interested in you.” #cmworld

@lindadessau

 

@CMIContent A6: We must! For my org, it’s cardholder conversions: are people getting cards & circulating items? That’s success. #CMWorld

@webmastergirl

 

Hey, this cat just demonstrated ROI. Finally! #cmworld

@BrandedCartoons

 

A5 Customer service! #CMWorld

@Plumlytics

 

A6) Whatever the thing is you wanted them to do… Are they doing it more after you put out the content? #ROI is there. #cmworld

@ChristinKardos

 

A6: I think we can, just not quickly the proof will show up in an increase in customer life-time value #CMWorld

@KDADouglas

 

@Mr_McFly (Forgot hashtag) Thanks. Is that pi? #CMWorld

@mikemyers614

 

A6: ROI is shown in the form of more interest in your business, new customers, and better relationships with existing clients. #CMWorld

@shannonmerb

 

A6 Measure the performance of content not teams. Same with experiences. #cmworld

@CarlaJohnson

 

@BrandedCartoons … and you’ll never believe what it did next! Click here to find out. 😉 #cmworld

@martinlieberman

 

A6 – you have to strategize on analytics, view + inc insights – not just view as afterthought as many do http://spinsucks.com/communication/mechanics-measurement/ #cmworld

@SusynEliseDuris

 

@ChristinKardos Amen. Don’t they know, we’re busy?! #cmworld

@CrowdContent

 

Know what you are trying to achieve. If that happens, you did good. #cmworld

@BrandedCartoons

 

@BrandedCartoons They’re pretty good space heaters. #CMWorld

@SparkerWorks

 

A6: You can’t measure your impact on the passive consumer (the lurker), until they choose. The 90% outweigh the active 10:1 #cmworld

@NickKellet

 

A6 you need to measure the entire value of the experience, not just one particular area. We will measure differently #cmworld

@CarlaJohnson

 

A6: Did the experience produce the result/activity it was designed for? Goes to @mikemyers614 KPIs first mantra 🙂 #cmworld

@ardath421

 

A6 Depends on the program objectives: Reach, Leads, Perception, etc. Define your objective and work on how to convert #cmworld

@ScottLum

 

A6: Harder to calculate, but experiences will drive customer loyalty and can even create brand evangelists. #CMWorld

@sugarsugarcg

 

Yes – That’s the goal – MT @carmenhill A4: Marketing should lead strategy b/c we see entire customer journey, not just one aspect. #CMWorld

@K_Handerson

 

@BrandedCartoons Yeah, but in the cat world, doesn’t that stand for Roll Over Inside? #CMWorld

@mikemyers614

 

A6: Execs have to get over the desire for “one content to do it all.” Can’t have metrics w/out a granular purpose. #cmworld

@PatrickHayslett

 

@CMIContent A6. newsletter signups, CTR, Google Analytics, reach, impressions, web traffic, engagement, did I miss any? #CMWorld

@KylaK

 

#cmworld is social media a science, an art form, a strategy or all the above?

@ToddRainmaker

 

@martinlieberman @lindadessau It’s no different than not answering the phone #cmworld

@NickKellet

 

@KylaK good to see you today! We haven’t said hello to you yet! 🙂 #cmworld

@CMIContent

 

So important and misunderstood, IMO. MT @NickKellet You can’t measure your impact on the passive (the lurker), until they choose… #cmworld

@ChristinKardos

 

A6 Have a look at your goals and metrics. Measure how people use your content to answer their questions and complete tasks. #cmworld

@melissabreker

 

A6 think about a portfolio of experiences. George Lucas did this with Star Wars – movies, TV, products, etc. #cmworld

@CarlaJohnson

 

@CarlaJohnson You are so sweet! #CMWorld

@JoePulizzi

 

@PatrickHayslett Right. Data allows us to get specific, more targeted, more personal. We need to use it, and use it well. #cmworld

@martinlieberman

 

Agree! @SusynEliseDuris Not only in a position to do – but responsible for doing – and doing well. #cmworld

@bhannan

 

MT @NickKellet: No replying on social media is no different than not answering the phone #cmworld

@lindadessau

 

@melissabreker happy Tuesday, Melissa! Nice to see you! #cmworld

@CMIContent

 

A6 Customer loyalty and satisfaction is the best ROI. They also can refer you to their colleagues. #CMWorld

@Plumlytics

 

@ToddRainmaker All of the above! #cmworld

@moveo

 

@PatrickHayslett Exactly. ‘Can’t you just make something viral?’ #CMWorld

@mikemyers614

 

A6: Think creatively how to convert from what customer wants to what experience is to what your brand wants. #cmworld

@ScottLum

 

@ToddRainmaker all of the above! #CMWorld

@KylaK

 

. @mikemyers614 no, but there is some under the blue ribbon… #CMWorld http://t.co/W6w9URGH6q

@Mr_McFly

 

Like! MT @shannonmerb: ROI is shown in the form of more interest, new customers, and better relationships with existing clients. #CMWorld

@CrowdContent

 

@mikemyers614 @PatrickHayslett We’ll have hoverboards this year. Why don’t we have a “viral” button yet? 😉 #bttf #cmworld

@martinlieberman

 

Q7: What are some ways to inspire a marketing team to create content-driven experiences? #CMWorld

 

@NickKellet @martinlieberman @lindadessau Exactly! Would you IRL what you do online? http://buff.ly/1Bkka7qn #cmworld

@CarlaJohnson

 

A portfolio of experiences for one topic – like a content hub that allows audience to choose their own adventure cc: @CarlaJohnson #cmworld

@ardath421

 

A6: There’s an art to participation (and cultivating it). Social is so far from a brute force sport. Gentle touch all the way #cmworld

@NickKellet

 

@CMIContent A7: I like the Jeff Bezos story of setting an empty chair at every meeting for the customer. #cmworld

@lindadessau

 

A7: Give them an insight about the audience…help them know what problem they are solving (they will thank you for it). #CMWorld

@mikemyers614

 

@mikemyers614 Important to communicate their expectations + what exactly “viral” means and strategy to get there… #cmworld

@moveo

 

A7: Company culture is very important here. What drives them? What are they excited about? Does it match w/ customers? If so, GO! #CMWorld

@Mr_McFly

 

A7 First step is having people rethink what “content” is. Most assume content = articles, and they don’t want to write. #cmworld

@martinlieberman

 

@CMIContent A7 start with a coffee and finish with a wine #CMWorld

@katairobi

 

@martinlieberman Exactly. How do you measure “Increase brand awareness, leads, thought leadership, SEO rank, follows, shares…” #cmworld

@PatrickHayslett

 

A7: For B2B, think about the interactions necessary to move the committee toward consensus #cmworld

@ardath421

 

A7 You have to understand how content-driven experiences can create awareness, increase conversion rates into loyal customers. #cmworld

@CarlaJohnson

 

@CMIContent A7: Look at what your audience needs and desires. Do user research to collect data for content decisions. #cmworld

@melissabreker

 

#cmworld http://t.co/MVSp7pRlEC

@BrandedCartoons

 

@torontoLori in so glad you liked that one. I’m going to talk about that at this years @CMIContent #CMWorld

@TPLDrew

 

A7: By getting them to look through the customers lens. Be a mystery shopper (then feel the discomfort) #cmworld

@NickKellet

 

A7. Activate your team to act like a fan for customer… be part of the community & think what do you wish you had! #CMWorld

@iSocialFanz

 

A7 – ah, the beauty of the swipe file, show what others are doing + successes they are achieving…works for the C-suite too… #cmworld

@SusynEliseDuris

 

@CMIContent A7: Keep running dialogue with other depts. about customer pain points, do some customer service! #CMWorld

@webmastergirl

 

A7: And please don’t just buy them #pizza. #CMWorld

@mikemyers614

 

A7 When people understand the magnitude of the impact, it’s easier to inspire new behavior and confidence #cmworld

@CarlaJohnson

 

A7. If the company has a good environment and product/service w/enthusiasm, that would certainly be a plus! #cmworld

@TeriMKojetin

 

@CarlaJohnson @NickKellet @lindadessau No. But too many businesses still don’t think that way. 🙁 #cmworld

@martinlieberman

 

@think_info Imperfect works all the time. I’ll take a conversation over math correctness (that’s like a typo). #Cmworld

@NickKellet

 

A7: Have them think about a + experience, then create/cultivate a story to make them feel the same about their organization. #CMWorld

@shannonmerb

 

@JoePulizzi You don’t have fans, Joe, you have addicts. #InAGoodWay #cmworld

@CarlaJohnson

 

A7: Results. Try things out in a pilot and fail fast. When you show results you win them over #cmworld

@ScottLum

 

@martinlieberman @CarlaJohnson @lindadessau I’d argue social is the fast path telephone – a quicker way to get premium service. #cmworld

@NickKellet

 

@melissabreker Hello! I’m so happy you’re here. #cmworld

@CarlaJohnson

 

@CarlaJohnson @JoePulizzi Guilty. #CMWorld

@mikemyers614

 

A7: Taking a step back and looking at the big picture, the action you want to inspire, and creating a journey based on that. #CMWorld

@sugarsugarcg

 

A7: Get out in to the field. Live what you’re writing/talking about for a few days. #makeitreal #cmworld

@bhannan

 

A7 “Content” can be photos, videos, podcasts, curated articles, etc. Everyone can be involved in creating and sharing content. #cmworld

@martinlieberman

 

A7: Get them to relate personal content experiences they’ve had. Everyone’s pt of view is self. Then they’ll relate to company POV #cmworld

@PatrickHayslett

 

@NickKellet Ideally, yes! #cmworld

@lindadessau

 

@martinlieberman Yes, employees can be one of the best ways to distribute content if they believe in the mission #CMWorld

@mikemyers614

 

@martinlieberman You’re en fuego today! Pearls of tweetable wisdom. #cmworld

@ChristinKardos

 

MT @PatrickHayslett: A7: Get people to think of personal content experiences they’ve had. 1st “self” view, then company POV #cmworld

@janetgranger

 

@NickKellet @CarlaJohnson @lindadessau Too true. Often, you don’t get #custserv you need until you tweet about problem. #CMWorld

@martinlieberman

 

#cmworld If a marketer is engaged, they will see the landscape and draw the picture for the client. Metrics and Strategy will follow

@ToddRainmaker

 

@ChristinKardos @martinlieberman we totally agree! #cmworld

@CMIContent

 

@NickKellet @martinlieberman @CarlaJohnson @lindadessau Yes, the best way to get a response it to share a bad exp w/the world #cmworld

@CarlaJohnson

 

A7: Innovation. Find teams that are willing to push the envelope on customer-centric marketing. #cmworld

@ScottLum

 

@CMIContent A7: Look at what skills they have and see what you can do with those. That way you begin with something they enjoy #CMWorld

@AndyVale

 

@carmenhill exactly. Cc @CMIContent #CMWorld

@katairobi

 

@CMIContent A1: Communicate with others! Find troubles that other depts face w/ customers and use that to create an experience #cmworld

@moveo

 

Q8: Are there any companies or brands that are excelling at content-driven experiences for their customers? #CMWorld

 

Feed them stories….lots and lots of stories. #cmworld

@BrandedCartoons

 

Think of it as virtual event planning. You’re creating an experience where ppl leave feeling more educated, entertained, etc. Win! #cmworld

@CrowdContent

 

A8: Um, @redbull. #CMWorld

@mikemyers614

 

@mikemyers614 Absolutely. When everyone’s on the same page, telling same story, amazing things can happen. #patriots #cmworld

@martinlieberman

 

a7: Plagiarism. Go steal an idea & make it your own. Copy from someone with bigger budgets. Right size it for you brand/industry #cmworld

@NickKellet

 

@ChristinKardos Thanks! Maybe it’s the snow. 😉 #cmworld

@martinlieberman

 

A8 Yes, several are doing a fabulous job like @GeneralElectric With their GE Garage program – http://buff.ly/1BuPgf8 #CMWorld

@CarlaJohnson

 

@ash_writing @lindadessau @CMIContent Me too! It inspired this: http://www.contentmasteryguide.com/2013/03/reader-focused-blogging-empty-chair.html #cmworld

@lindadessau

 

@torontoLori Hi Lori! Great to see a fellow Torontonian! #CMWorld

@Plumlytics

 

A8 @VailResorts with @EpicMix make me think I’m an Olympic #skier http://buff.ly/15PlFm9 #CMWorld

@CarlaJohnson

 

And they occasionally send pie on March 14th! MT @CarlaJohnson: A8 Yes, several are doing a fabulous job like @GeneralElectric #CMWorld

@Mr_McFly

 

A8: Jones Soda. They lead with it on every bottle. #cmworld

@NickKellet

 

@NickKellet That works especially well importing things common to other industries but never done in yours. #cmworld

@PatrickHayslett

 

A8: @GoPro with customer videos, @schneiderna with its university #cmworld

@ardath421

 

@ToddRainmaker You don’t think strategy should come first? #cmworld

@moveo

 

.@redbull does a great job with the content created by the daredevils they sponsor. @budlight pacman commercial was also epic. #cmworld

@b_diaz

 

MT @NickKellet: A8: Jones Soda. They lead with [experience] on every bottle. #cmworld

@lindadessau

 

@CMIContent A8 what redbull doing with redbulletin and the last project when Microsoft launch the Instagram campaign #CMWorld

@katairobi

 

Just saw a bunch of articles on @LinkedIn w “and why you should care” in the title. Does anyone else think this headline is tired? #CMWorld

@karrabarron

 

@PatrickHayslett There’s always lots of ideas like that #cmworld I agree

@NickKellet

 

A8: I love @Lowes’ Fix in Six Vine campaign. Tells a story, helps a customer, makes them top-of-mind. #Trifecta #CMWorld

@shannonmerb

 

@ardath421 Totally agree re: @GoPro … They feature great examples of how customers use their cameras, proving the value prop. #cmworld

@martinlieberman

 

@karrabarron @LinkedIn Me! #CMWorld

@mikemyers614

 

@ardath421 GoPro is a great example. #cmworld

@b_diaz

 

@lindadessau @torontolori Hi Linda! Barrie is just a GO away! 🙂 Great to meet you both! #CMWorld

@Plumlytics

 

@karrabarron only if you’re unable to ever guess what happens next… #clickbait #CMWorld

@Mr_McFly

 

@CarlaJohnson @LEGO_Group They are fantastic at it! #cmworld

@TeriMKojetin

 

@martinlieberman @ardath421 @b_diaz .@GoPro is a fave of ours here at CMI too #cmworld

@CMIContent

 

@shannonmerb @Lowes Yes, they are educating, not selling. #works #CMWorld

@mikemyers614

 

@CMIContent I have Jone Soda to credit for getting me into Crowdsource with my game and more recently with @Listly – #CMWorld

@NickKellet

 

@karrabarron Yep. Almost as bad as the “you will NEVER believe what happened…” clickbait! #cmworld

@moveo

 

A8: I’d also say @IBM’s Smarter Planet #cmworld

@ardath421

 

Do brands have rabid fans because of great content experiences, or do they have great content exps because they have rabid fans. #cmworld

@BrandedCartoons

 

@TeriMKojetin Absolutely one of the best. #cmworld

@CarlaJohnson

 

@karrabarron @LinkedIn I think it is pretty grand that #LinkedIn has topped #Twitter as the best #contentmarketing resource… #cmworld

@SusynEliseDuris

 

#cmworld @moveo Landscape is only dirt until you fertilize it. The seed of strategy is the design of the land: i.e. the voice of the client

@ToddRainmaker

 

@moveo @karrabarron Wait…what happened? #CMWorld

@mikemyers614

 

We’ll spend the last 10 minutes asking @carlajohnson questions on content-driven experiences. Ask now! #CMWorld

@CMIContent

 

@TeriMKojetin @CarlaJohnson .@LEGO_Group is another terrific example we love! #cmworld

@CMIContent

 

A8: Google w/ contests for kids to make the next drawing used, or putting pac man on their pg for a day. Talk about engagement… #cmworld

@PatrickHayslett

 

A8: Looking forward to seeing what @Marriott’s content studio produces – great start so far! #cmworld

@ardath421

 

@Mr_McFly @carmenhill @katairobi This sounds perfect. #CMWorld

@SparkerWorks

 

@BrandedCartoons Can work both ways. #CMWorld

@mikemyers614

 

A9: I think sexy brands have an easy time (clothing / lingerie / fitness etc). It’s dull brands that impress me. eg BlendTech #cmworld

@NickKellet

 

@NickKellet our team was just at @Blendtec filming for our #contentmarketing documentary. Great people! #cmworld

@CMIContent

 

Come join me on #lurkerchat at 10:00am PST (straight after this). Something cool to share. #cmworld

@NickKellet

 

@shannonmerb @Lowes I was sad when the use-a-rubber-band-to-remove-a-stripped-screw tip didn’t work : ( #CMWorld

@SparkerWorks

 

I’m beginning to suspect this cat isn’t a cat. #cmworld

@BrandedCartoons

 

@CarlaJohnson What is the perfect ratio between Content creating and Marketing making? Cc @CMIContent #CMWorld

@katairobi

 

A8 and the old standby’s like @cocacola @zappos #Apple and @amex. #cmworld

@SusynEliseDuris

 

@PatrickHayslett Good call! When they have games/ instruments on the home page, productivity goes down hill #cmworld

@CrowdContent

 

@SparkerWorks @Mr_McFly @carmenhill I knew it #CMWorld

@katairobi

 

+1 @iSocialFanz: A7. Activate your team to act like a fan for customer… be part of the community & think what do you wish you had!

@micadam

 

@SparkerWorks @shannonmerb @Lowes I love that they tried it! #cmworld

@CarlaJohnson

 

@CMIContent A8: I love what Caterpillar did… imaginative! http://bit.ly/15PxpF2 #CMWorld

@webmastergirl

 

Come join the #SocBizChat on Feb 12 to talk to us, @KevinBRandall and @ckburgess on how great companies make social media work! #CMworld

@moveo

 

@CMIContent @CarlaJohnson What’s the most unusual example of content marketing you’ve seen? #CMWorld

@AndyVale

 

Thanks for a great chat! Motivates me to do better! @CarlaJohnson @CMIcontent #cmworld

@TeriMKojetin

 

@katairobi Do you mean creation vs curation? #cmworld

@CarlaJohnson

 

@CarlaJohnson exactly #CMWorld

@katairobi

 

Great chat as always #CMWorld! Gotta go get some coffee and get started on the afternoon content!

@webmastergirl

 

@BrandedCartoons @webmastergirl we love the @CaterpillarInc team! #cmworld

@CMIContent

 

@CMIContent @Blendtec I have to confess to smiling at tampon rollerblading commercials – #cmworld – next step undertakers

@NickKellet

 

@CrowdContent Sure does! I’m waiting for Galaga 😉 #cmworld

@PatrickHayslett

 

@webmastergirl enjoyed your insights. Have a good rest of the day! #cmworld

@CMIContent

 

I have to jump out early but thanks so much to @CMIContent and @CarlaJohnson (<–awesome guest!). Take care, friends. #cmworld

@ChristinKardos

 

@AndyVale @CMIContent Most unusual would be hard…I like B2B because I think it’s harder – I love GE Garage, IBM Smarter Planet #cmworld

@CarlaJohnson

 

@CMIcontent Thank you for host yet another great chat! See you next week! Great engaging with everyone! #CMWorld

@Plumlytics

 

Got to run – great chat! Thanks @CarlaJohnson @CMIContent #cmworld

@ardath421

 

@Duzzisantos Exactly. So do that for garbage bags or insurance polies or coffins. #cmworld

@NickKellet

 

@ChristinKardos enjoy the rest of your Tuesday! #cmworld

@CMIContent

 

@AndyVale @CMIContent I love companies that create conversations or change them completely #cmworld

@CarlaJohnson

 

@ardath421 thrilled you could join us! Happy Tuesday! #cmworld

@CMIContent

 

Will always love anything @Zappos @SusynEliseDuris A8 & the old standby’s like @cocacola @zappos #Apple and @amex #cmworld #donowrong

@bhannan

 

@PatrickHayslett That would be amazing. Tweet us if you spot it! #cmworld

@CrowdContent

 

A8: I also think that brands that run big budget stuff are also dull and predictable. I love the edgy rebels. What’s that say! #cmworld

@NickKellet

 

Thanks for joining everyone, it was a fabulous conversation! Check out http://www.7thEraOfMarketing.com for more #cmworld

@CarlaJohnson

 

Gotta go. I have to let this possum out my house. #cmworld

@BrandedCartoons

 

@TeriMKojetin hope we lived up to the hype and that you enjoyed your first chat with us! 🙂 #cmworld

@CMIContent

 

@AndyVale @CarlaJohnson We’ll be featuring an amazing example in #ccomag next month: @societygrownups. #cmworld.

@soloportfolio

 

@ChristinKardos @CMIContent Thanks for being here Christin! #cmworld

@CarlaJohnson

 

@BrandedCartoons Good luck with that! #cmworld

@lindadessau

 

@AndyVale Don’t know what’s the best but it’ll probably be so great, I don’t even think of it as a content-driven experience #cmworld

@ScottLum

 

Great #cmworld chat everyone. Enjoy the rest of your day and thank you!

@PatrickHayslett

 

With all these gr8 co’s doing gr8 things from a #content perspective, someone should cre8 a repository, a big master swipe file. #cmworld

@SusynEliseDuris

 

@TeriMKojetin @CMIContent Great spending time with you today. #cmworld

@CarlaJohnson

 

@Plumlytics good to see you today! #cmworld

@CMIContent

 

#cmworld A:9 When you can take a dull subject and provide an ambience of vision to its content… That’s a good day

@ToddRainmaker

 

@CarlaJohnson @CMIContent Thanks for the insight today. I agreed with some things and I LEARNED some things. Love that. 🙂 #cmworld

@ChristinKardos

 

@BrandedCartoons I think you forgot your O 🙂 #CMWorld

@mikemyers614

 

@ardath421 @CMIContent Thanks Ardath! #cmworld

@CarlaJohnson

 

A great chat, thanks for your insights @CarlaJohnson. #cmworld

@SusynEliseDuris

 

@PatrickHayslett thank *you* for hanging with us! #cmworld

@CMIContent

 

@CMIContent It certainly did and I certainly did! 🙂 Thank you! #cmworld

@TeriMKojetin

 

@SusynEliseDuris Thanks Susyn! #cmworld

@CarlaJohnson

 

Thanks @CarlaJohnson! Great listening in. #CMWorld

@soloportfolio

 

@cmicontent Thank you! Its always a pleasure learning and sharing in your chats! #cmworld

@Plumlytics

 

Great #CMWorld chat today, as usual. Thanks @CMIContent and @CarlaJohnson!

@sugarsugarcg

 

@SusynEliseDuris happy Tuesday to you! #cmworld

@CMIContent

 

@CarlaJohnson @CMIContent And with you, Carla! #CMWorld

@TeriMKojetin

 

@ChristinKardos @CMIContent BOOYAH!! #cmworld

@CarlaJohnson

 

Thanks for the great insight today, @CarlaJohnson and @CMIContent! Loved today’s #CMWorld chat!

@shannonmerb

 

@sugarsugarcg awesome contributions today! #cmworld

@CMIContent

 

It looks like it’s about that time to wrap up today’s #CMWorld. I will see you all next time. BRANDido awaaaaaaaaAAAAYYY!

@Mr_McFly

 

@TeriMKojetin @CarlaJohnson @CMIcontent The best chats always do! #CMWorld

@SparkerWorks

 

Thanks, @CarlaJohnson and @CMIContent for a great, um, #experience. 🙂 #CMWorld

@mikemyers614

 

@sugarsugarcg @CMIContent So happy to have you along for the ride Christina! #cmworld

@CarlaJohnson

 

@Mr_McFly loved the tweets today. Thanks for stopping in! #cmworld

@CMIContent

 

@mikemyers614 @CarlaJohnson we see what you did there 🙂 #cmworld

@CMIContent

 

@CMIContent ’twas my pleasure! #CMWorld

@Mr_McFly

 

Thanks @CarlaJohnson @CMIContent – wonderful chat as always 🙂 #cmworld

@lindadessau

 

@shannonmerb @CMIContent Thank YOU Shannon! Have a great rest of your day. #cmworld

@CarlaJohnson

 

@CarlaJohnson @CMIContent Oh my gosh?! A fellow “booyah” invoker? I want to be very good friends w/you, Carla.