Creating a Culture of Content: A #CMWorld Chat with Rebecca Lieb

Rebecca-Lieb-Photo_rev-300x300Does your organization have a culture of content? In this latest chat with Rebecca Lieb, the community discusses why this is so important as well as what teams can do to truly be focused on creating content your customer values.

If you are looking to create a culture of content, read Altimeter’s report or get another perspective with CMI’s research on how to shift an enterprise to have a content marketing mindset.

 

Q1: Why is it important for your entire org to develop a culture of content, beyond editorial & marketing? #CMWorld

 

A1) With good culture comes buy in. Where content is concerned, sources are everywhere – nurture them! #cmworld

@ChristinKardos

 

A1: Reason for fostering a culture of content: so many inspiring stories go untold. #cmworld

@pisarose

 

Color me confused, but what do we mean by a culture of content? #cmworld

@KevinWaugh

 

@pisarose Couldn’t be more true. It’s great when companies offer platforms for others to share their stories. #CMWorld

@ThinkSEM

 

Orgs are challenged by creating enough content – marketing isn’t where all the stories are #cmworld

@lieblink

 

@CMIContent Same here! #cmworld

@CrowdContent

 

A1: Full support from top down creates a united front seen by customers and potential customers!! #CMWorld

@lttlewys

 

A1. Developing a culture of content means offering real value beyond sales. This should be embedded in all processes. #CMWorld

@ClearVoice

 

A1: For a culture of content to thrive, employee must feel empowered to speak–internally & externally. Not always the case. #cmworld

@pisarose

 

A1: We want to be like a choir…different voices that sound better together. But everyone needs to be singing from the same music. #CMWorld

@mikemyers614

 

A1: Employees are creating content every day – emails, social messages, scripts as guidelines. Naturally they should be your go-to! #cmworld

@aktetreault

 

A1: If everyone understands the culture of content, then everyone can help create and share said content. #AllforOne #CMWorld

@AgentPalmer

 

A1: Develop a culture of content to tap into everyone’s fascinating stories within your org. #CMWorld

@MKTinspirations

 

A1. Content is communication. Whether it’s internal or external, it helps keep your employees AND customers connected to you #cmworld

@vegecomgirl

 

A1: I think good content is THE KEY to building employee engagement, culture and community. #CMWorld

@frame_nation

 

A culture of content is when orgs develop a circulatory system. Content is created & disseminated up- and downstream #CMWorld

@lieblink

 

A1: Orgs prioritize & invest in what they value. Creating a culture of content helps instill shared value/values around content. #CMWorld

@carmenhill

 

@mikemyers614 Awesome analogy! #CMWorld

@ThinkSEM

 

@CMIContent Because it makes telling the story of the organization and the work they do that much easier. #CMWorld

@jbethjs

 

A1: Marketing doesn’t stop with the marketing organization #CMWorld

@AnneJanzer

 

A1: People take their daily tasks for granted. An org wide content culture makes them aware they might have a good content story #CMWorld

@PatrickHayslett

 

@aktetreault Great point. Content goes beyond just blogging. #CMWorld

@ThinkSEM

 

@ThinkSEM Thanks. 🙂 #CMWorld

@mikemyers614

 

So many great responses to A1 already! #CMWorld

@CMIContent

 

@PatrickHayslett Excellent point! #cmworld

@ChristinKardos

 

@frame_nation We couldn’t agree more! #CMWorld

@ThinkSEM

 

A1: Content is the touch point, the language, and the conversation between a brand and the audience. #SoImportant #cmworld

@BrennerMichael

 

@movystream good to see you Lorrie! #CMWorld

@CMIContent

 

@ChristinKardos Thanks! #CMWorld

@PatrickHayslett

 

A1) For one, it creates a culture of creativity and everyone is more inclined to share ideas and innovate together! #cmworld

@CrowdContent

 

Hello everybody Glad to be in this chat recently started running paid traffic to content and it is working fantastic #CMWorld

@Acoriadigital

 

@PatrickHayslett totally true!! #CMWorld

@AmandaSubler

 

A1: The pragmatic reason for content culture: the content team is probably lean & can’t possibly produce everything. #cmworld

@pisarose

 

I can’t tag everyone but good morning to my #CMWorld friends from (cold and dreary) Texas. Happy to see you guys! #cmworld

@ChristinKardos

 

A1: Personal content always performs best. Fostering a culture of content empowers employees to share theirs! #CMWorld

@ChatterBuzzz

 

@webber_karen not late at all and soooo glad you could join us! #CMWorld

@CMIContent

 

@carmenhill YES. This is perfect. Show content is a top priority by creating a healthy culture of content. #CMWorld

@ThinkSEM

 

@CMIContent A1: Because there are stories throughout your org. Instill a culture of story telling to get them out. #CMWorld

@digistrategist

 

Q2: Should your culture be customer¬driven or team¬driven? Or both? How are you executing on this? #CMWorld

 

@ChatterBuzzz People like to connect with other humans. #CMWorld

@ThinkSEM

 

@digistrategist Great point! #cmworld

@movystream

 

@CMIContent A1 without a culture of content you would not be able to share your story in a way everyone would accept/understand it #cmworld

@RudezM

 

@ThinkSEM Thanks! I agree & would go as far as to say that content isn’t only online, either! Business docs, buyer personas, etc. #cmworld

@aktetreault

 

Marketing is not the most customer-facing division. Customer centric content comes from sales, support, community, etc. #CMWorld

@lieblink

 

@pisarose Yes! And they probably shouldn’t. #CMWorld

@mikemyers614

 

@CMIContent A2: Content should be driven by both as both voices are important to your brand. #CMWorld

@ThinkSEM

 

@pisarose We find the content team needs the support of everyone else to produce quality and engaging content. #CMWorld

@ChatterBuzzz

 

@CMIContent A1. Educating staff and including them is crucial for success. They feel trusted and a part of the organization. #CMWorld

@KylaK

 

A2. Both. When creating content, customers are the most important goal. But your team provides the creativity needed to execute. #cmworld

@wyzowl

 

A1: It’s everybody’s responsibility to know what is going on inside your enterprise #CMWorld #ContentMarketing

@mj2marketing

 

A1 An org’s story belongs to everyone. Many voices amplifies its authenticity & reach. Helps paint a fuller picture #CMWorld

@webber_karen

 

@pisarose *nods head* Yes, this. #cmworld

@aktetreault

 

A2) Teams are (internal) customers. With that view, customer’s interest + team’s interest are synonymous. Quality for all. #cmworld

@ChristinKardos

 

A2 Both. If you’re creating a customer-focused environment, it should be a team effort #cmworld

@movystream

 

@aktetreault Absolutely. What is some of the best offline content you’ve seen recently? #CMWorld

@ThinkSEM

 

Customer or internal driven content? Yes to both – that’s why content is an org-wide responsibility #CMWorld

@lieblink

 

@CMIContent A2: I would hope you’re building teams to serve customers. #CMWorld

@digistrategist

 

MT @lieblink: Marketing is not the most customer-facing division. Customer centric content comes from sales, support, community. #CMWorld

@digifieldwork

 

A1:If your culture & company voice are in sync then culture of content should fall into place w/ leaders’ buy-in & amplified by EEs #CMWorld

@Megan_Marie_T

 

A2. Culture should be driven by customers whose needs are understood by the team. #CMWorld

@ClearVoice

 

A2: Creating content is easier when it’s a topic you’re interested in but it still needs to resonate with your audience #cmworld

@HannahTutt1

 

A2: Definitely both! Your customers should influence your employee-driven strategy #CMWorld

@rslawter

 

@CMIContent Thanks for sharing, folks! #CMWorld

@ThinkSEM

 

A1: If your ppl take their day-to-day for granted, so do competitors. Everyone does it, but if only you talk about it you own it #CMWorld

@PatrickHayslett

 

A2: Culture should be team driven! The customers will appreciate it. #CMWorld

@ChatterBuzzz

 

@HannahTutt1 When both fuse together, it’s a winning combination! #CMWorld

@ThinkSEM

 

A2: Culture should be customerdriven & teamdriven because both voices make up your brand. #CMWorld

@MKTinspirations

 

A2: We call our customers ‘members’, but we are definitely member-driven. It’s all about them, what they need. #CMWorld

@mikemyers614

 

A2. Customer-focused and team-inspired! They go hand-in-hand. You have to motivate across the board for success and growth #cmworld

@vegecomgirl

 

Both. It also depends on your vertical. @CMIContent #CMworld #contentmarketing

@AnneHarkin

 

A2. We execute on this by having our internal team execute stellar content that is resourceful for our consumer #CMWorld

@ClearVoice

 

A2: Both! It should be a team effort! #CMWorld

@KoMarketing

 

A2: culture should be 100% customer-driven. Teams should naturally form to help them. Byproduct. #cmworld

@BrennerMichael

 

Content created across the enterprise can be shared & repurposed across paid, owned & earned media. Operational efficiency #CMWorld

@lieblink

 

I have to multi-task here, but super excited to be back in this chat! #busyday #marketing #cmworld

@eccushing

 

A2: Depends on audience, but I mostly work with consumer driven content… Put yourself in their shoes & give you what you want! #CMWorld

@AgentPalmer

 

@CMIContent When you’ve got a culture of content, you take every aspect of your business to the next level. Copy matters! #CMWorld

@meaganwade

 

@KoMarketing Agreed. #CMWorld

@ThinkSEM

 

A1: Because we are all content creators – even a spoken conversation. We all know something of value #cmworld

@NickKellet

 

A1) It makes people feel like they are part of the process instead of sitting on the side lines waiting for something to happen #CMWorld

@Acoriadigital

 

@ThinkSEM It sure is! #cmworld

@HannahTutt1

 

@eccushing Welcome to the conversation! #CMWorld

@ThinkSEM

 

@webber_karen @CMIContent Thank you Karen! I appreciate that! #CMworld

@movystream

 

@NickKellet Nice to see you, Nick! What a great topic for you to weigh in on, especially. 🙂 #cmworld

@ChristinKardos

 

A2: Both. A team driven org.n is a customer driven org. And vice versa. Also, every team should have matching frocks #cmworld

@BrandedCartoons

 

With good culture, comes great responsibility… #CMWorld

@AgentPalmer

 

@CMIContent @ChristinKardos Thank you for the gem! #CMWorld

@AidenMarketing

 

@ChatterBuzzz It also comes off much more authentic which is what you want. #CMWorld

@ThinkSEM

 

A2: Starts with your team and company attracting the right customers. Then your culture molds both team & customer vision & voice #CMWorld

@Megan_Marie_T

 

@frame_nation Haha thank you Susie!! #CMworld

@movystream

 

A2: #Content should answer customer questions & pain points, not harp on products. Can be hard for some depts to understand this #cmworld

@eccushing

 

@NickKellet Totally. We all have that person who is just a rock star in our orgs. Get their stories out #CMWorld

@digistrategist

 

Q1: Over coming self-doubt is the 1st hurdle. Accepting you are a content creator already is 2nd. #cmworld

@NickKellet

 

Customers are important, but not the only audience. Think vendor partners, agencies, suppliers & employees as part of aud, too #CMWorld

@lieblink

 

@mikemyers614 @BrennerMichael Yes – great way to put it in context. #cmworld

@ChristinKardos

 

@CMIContent A2 Your culture should be people driven-comfortable for peeps in and out of the org and for everyone watching outside #CMWorld

@RudezM

 

@lieblink Likewise, the content can’t all be the same. Great point. #CMWorld

@digistrategist

 

MT @PatrickHayslett A1: org-wide content culture makes all aware they might have a good content story #CMWorld

@AlaureMktg

 

A2: Your content creators need to become “one of them” until there is no real distinction btwn customer & your team #CMWorld

@PatrickHayslett

 

@eccushing excited you could make it! #CMWorld http://twitter.com/CMIContent/status/555050122888093696/photo/1

@CMIContent

 

People, if you’re into #contentmarketing & want to understand how your whole organisation should get involved, check out #CMWorld right now.

@webber_karen

 

@BrandedCartoons we need some matching frocks here at CMI! #CMWorld

@AmandaSubler

 

@CMIContent customer driven. Outside in rather than inside out. The team culture has to feed from and grow off that. #CMWorld

@graemefraser

 

A2: Both are equally important. #CMWorld #contentmarketing

@mj2marketing

 

@lieblink Great point! #CMWorld

@ClearVoice

 

Jumping in Hello #cmworld

@connieurway

 

I like softly! Not weighty! @ChristinKardos @NickKellet What a great topic for you to weigh in on, especially. 🙂 #cmworld

@NickKellet

 

.@BrennerMichael & I will duke out this customer question over dinner in NYC tonight 🙂 #CMWorld

@lieblink

 

@AmandaSubler @BrandedCartoons in orange of course! #CMWorld #TeamOrange

@CMIContent

 

@ThinkSEM There are some great ad campaigns (i.e. @chipotle’s bags), and of course I love newspaper design & content #journalist #cmworld

@aktetreault

 

@BrandedCartoons @CMIContent @lttlewys @AgentPalmer Ain’t that the truth! #cmworld

@movystream

 

@lieblink Yes! Plus industry analysts and other influencers. #cmworld

@pisarose

 

@NickKellet Lol! Fair enough. #cmworld

@ChristinKardos

 

Q3: How can your community manager guide your culture of content? What are their responsibilities? #CMWorld #cmgr

 

@ChristinKardos And you too! Great to see you #cmworld.

@NickKellet

 

@pisarose Excellent point! Media, too #CMWorld

@lieblink

 

MT @mikemyers614 A1: be like a choir…different voices that sound better together. But with everyone singing same music. #CMWorld

@AlaureMktg

 

@aktetreault You really can’t go wrong with anything @ChipotleTweets. #CMWorld

@ThinkSEM

 

@CMIContent They are the ears on the ground and can tell you what people are talking about, what content they respond to. #CMWorld

@digistrategist

 

A3: Donuts. #cmworld

@BrandedCartoons

 

A3: Confidence, guidance, springboard for ideas, insight into your audiences conversational trends #cmworld

@HannahTutt1

 

Community managers can spot questions, problems & create plans to address them w content #CMWorld #cmgr #FirstResponders

@lieblink

 

A3: It’s all about clear communication. To the team and to the consumer. If you’re not clear, no one wins… #CMWorld

@AgentPalmer

 

@CMIContent You used a #frozen gif, just for me?! I’m honored! #loveyouguys #CMWorld http://twitter.com/eccushing/status/555050811445608448/photo/1

@eccushing

 

A3- Community Managers are often undervalued in organizations. They should have greater responsibilities in content creation… #CMWorld

@MaelRoth

 

A3) CMGR is connected in real time w/ what folk’s need/want. With open ears & trust, you’ll get insight to drive the right content. #cmworld

@ChristinKardos

 

@CMIContent A3: A #CMGR must foster the community and make sure they have a strategy in place for how to sustain the community. #CMWorld

@ThinkSEM

 

@CMIContent A3 Content should be for all community and No insult for any part of society #CMWorld #cmgr

@ankit1989

 

@ThinkSEM They really can’t! #facepalm #forgottheirhandle #cmworld

@aktetreault

 

A2) Depends on the nature of the biz. Good start is team driven, but, ultimately, doesn’t every biz need to be customer driven? #cmworld

@CrowdContent

 

@CMIContent They’re responsible for keeping a watchful eye on trends & finding relevant ones that can relate to our brand #CMWorld #cmgr

@jdesmth

 

@AgentPalmer Yes. Clarity trumps all. #CMWorld

@ThinkSEM

 

A3 The role of the #CMGR is to create a community that engages in discussions and conversations; that is your content! #cmworld

@movystream

 

MT @MaelRoth: A3- #cmgrs are often undervalued in organizations. They should have greater responsibilities in content creation… #CMWorld

@CMIContent

 

@aktetreault Don’t worry. It’s a toughie sometimes. #CMWorld

@ThinkSEM

 

A2) All parties involved are essential for the culture to exist. #CMWorld

@Acoriadigital

 

Sony Europe’s unpaid comm. mngrs. created content that reduced calls to call center dramatically for $$ savings #CMWorld

@lieblink

 

A3: Community mgrs need to show non-sales people how content isn’t touchy feely busy work but helps your company to compete #CMWorld

@PatrickHayslett

 

A3 Cmgr can share content with team, provide examples. Get people curating, which may spur idea generation. #cmworld

@martinlieberman

 

Q3. @cmicontent CM MGR can share community “wins” with the team to build excitement & ownership of client growth & development. #cmworld

@LRMoore

 

A2: Culture should be team-driven. Happy Employees ~> Happy Customers ~> Happy Shareholders. Ditto. #CMWorld

@JohnRichardBell

 

A3. Cmgr is responsible for bringing together all the pieces – content, data, culture, PR, social amplified through this position. #CMWorld

@ClearVoice

 

A:3 A source of inspiration, guidance on buyer personas, mapping, so both the technical and the creative stuff #cmworld

@givory

 

A3 Provide clarity on story & empower people with tools or avenues to create/inspire content #CMWorld

@webber_karen

 

A3: A #CMGR bridges the gap between your audience(s) and the internal culture. Not an easy task…takes a special person. #CMWorld

@mikemyers614

 

A3: To let internal community know how they can support and to give them tools and education to be confident in doing so #CMWorld #cmgr

@AlaureMktg

 

@ClearVoice That’s why I love my job! #CMWorld

@ThinkSEM

 

A3: Community Managers can offer valuable insights into trends and audiences and clearly communicate this to the team. #CMWorld

@KoMarketing

 

A3 Create niche communities with specific topics of interest to drive those conversations. Encourage their communication! #cmworld

@movystream

 

@CMIContent @MaelRoth undervalued? The often don’t exist – or they have multiple job functions to “justify” existence” #cmworld

@eccushing

 

A3: Community managers should be focused on building tribes online & offline, looking for triggers to expand content initiatives #cmworld

@aktetreault

 

@movystream exactly! Keyword: User generated content and insights 🙂 #CMWorld

@MaelRoth

 

@aktetreault Yes! That offline piece is still an important part of the puzzle. #CMWorld

@ThinkSEM

 

A3: Community mgrs can dig deeper to explore interests & investigate communication gaps/misunderstandings shaping content. #cmworld

@pisarose

 

A3. Help the rest of the org understand the voice of the community. Spotting the topics, trends that can do most good. #CMWorld

@rachelformaro

 

A3: Some may be intimidated by creating content and feel it’s harder than it is. Community managers should change that perspective #CMWorld

@ChatterBuzzz

 

@aktetreault “building tribes” I love this Allie! #cmworld

@movystream

 

@CMIContent Instill excitement about content for your team, your clients will be excited about #content when your team is excited. #CMWorld

@meaganwade

 

A2: Going outside customer driven problems & questions should be so the team can augment, entertaining, or test. #cmworld

@kmullett

 

@CMIContent A3 community managers can be great for ID’ing those passionate folks w/great stories to share within your org #CMworld

@SFerika

 

Q3. Managers need to stay in touch with the problems customers face and use the culture to solve those problems #cmworld

@wyzowl

 

A3 Community manager can/should lead by example. #cmworld

@martinlieberman

 

A3: Tap into each department’s calendar & objectives to ensure they are representing the org well and accurately. #CMWorld

@MKTinspirations

 

MT @aktetreault A3: Community managers…focus on building tribes online/offline, look for triggers to expand content initiatives #cmworld

@AlaureMktg

 

@MaelRoth That’s right! UGC is the most honest and relatable form of content you can generate. #cmworld

@movystream

 

A3b) Your #CMGR will be the one listening and asking questions. He/she is closest to the action. #cmworld

@ChristinKardos

 

A2: Content culture should be inspired by customers & their stories, informed by business strategy, driven by team. #CMWorld

@carmenhill

 

Sony Europe example is perfect Culture of Content: comm. mngr working in concert w customer care to create useful content w ROI #CMWorld

@lieblink

 

@Megan_Marie_T Attracts better prospects for hiring too; who doesn’t want to be part of a great story? #CMWorld

@SparkerWorks

 

A3: 1st responsibility of community manager is sticking to brand strategy. After that, its nourishing insight & creativity. #CMWorld

@JohnRichardBell

 

@carmenhill good to see you today, Carmen! #CMWorld

@CMIContent

 

A3: Provide conversational insight and find those passionate team members who can respond and engage #cmworld

@HannahTutt1

 

MT @SparkerWorks: [A content culture] attracts better prospects for hiring too; who doesn’t want to be part of a great story? #CMWorld

@lindadessau

 

@movystream Thanks! Just another way of thinking about “community.” After saying it for a while it kind of loses its meaning haha #cmworld

@aktetreault

 

A3: Community managers can fly trial balloons–pose questions/story angles & gauge responses. #cmworld

@pisarose

 

.MT @SparkerWorks: [A content culture] attracts better prospects for hiring too; who doesn’t want to be part of a great story? #CMWorld

@AlaureMktg

 

Late, but here! #CMWorld

@atxcopywriter

 

A3: Set the tone for the conversation! Create the online culture climate. Ask questions, listen. Build relationships #CMWorld

@lttlewys

 

A3: Many don’t care about content. They care about their specialty. Get them to talk about that passion. You turn it into a story. #CMWorld

@PatrickHayslett

 

A3: High five to any community manager who can get writing and sharing content! People are enthusiastic at first and then drop. #CMWorld

@frame_nation

 

Comm mngrs & just. care reps must be EMPOWERED & TRAINED to create content & recognize customer content needs #CMWorld

@lieblink

 

A3: CMs need to understand they are asking people to add to their day. They need to make it easy to participate. #cmworld

@BrandedCartoons

 

@digistrategist @lieblink But don’t be afraid to repurpose, or find new ways to explain solutions/products. Ppl learn differently! #CMWorld

@SparkerWorks

 

Q4: Does the culture of content in your org primarily come from the top down, or the bottom up? #CMWorld

 

@atxcopywriter welcome! We’re just getting started! Coming up on Q4 shortly… #CMWorld

@CMIContent

 

@frame_nation Great point! Stamina and commitment required! #cmworld

@ChristinKardos

 

A3: Some may be intimidated by creating content and feel it’s harder than it is. Community managers should change that perspective #CMWorld

@ChatterBuzzz

 

Drop the buzzwords and forget the ‘speak’ — why can’t CMgrs simply respond, and help inquirers? Is it that hard? Gee! #CMWorld

@LoisMarketing

 

A4 Definitely depends on the co. culture, and I think it can change over time depending on who has the most momentum #cmworld

@movystream

 

A4. Top-down makes life a lot easier #realtalk #cmworld

@eccushing

 

@CMIContent A4 Definitely Bottom Up #CMWorld

@ankit1989

 

A3: One thing’s for sure from the response to this question. Community Manager is a terrific job. #CMWorld

@JohnRichardBell

 

@CMIContent Hire someone who naturally looks for the story and how to tell it well, in everything. #CMWorld

@UnionMetrics

 

A2: Both should be team and customer driven the two are inseparable #CMWorld

@connieurway

 

Connecting people, content MT @aktetreault: A3: Community mgrs should … look for triggers for expanding content initiatives #cmworld

@AnneJanzer

 

@PatrickHayslett Great point. Let their passion guide them so they aren’t intimidated by the content format. Offer options. #cmworld

@pisarose

 

A4) I’d say it’s a bit of both for me, personally. Different types of content ideas and creation come from each end. #cmworld

@ChristinKardos

 

@CMIContent Top down. Top thinks it’s an important initiative, up to the middle to develop and execute. #CMWorld

@meaganwade

 

Content creation starts with a conversation. What are people saying? What are YOU saying? Listen, then write. #cmworld

@martinlieberman

 

Top-down leadership is so much more effective. An exec sponsor for a culture of content is invaluable. #Permission #CMWorld

@lieblink

 

A4: It has to start from the top in order to cultivate buy-in throughout the organization #CMWorld @CMIContent

@mj2marketing

 

A4: Ideally it’s driven both ways, from the powers that be in the C-Suite and from new recruits with fresh ideas #cmworld

@givory

 

A4: Unfortunately sometimes it comes from neither.. might be embodied in one person… #CMWorld

@AlaureMktg

 

A4: It falls on some guy in the middle listening to the knowledge from the bottom up and the whims from the top down… #CMWorld

@AgentPalmer

 

A4: Top down paves a clear road to make content happen. That content then happens from the bottom up. #CMWorld

@PatrickHayslett

 

Q4) Let’s say… middle, outwards #cmworld

@CrowdContent

 

Hallmarks of good CM MT @HannahTutt1: A3: Confidence, guidance, springboard for ideas, insight into audiences conversational trends #cmworld

@UnionMetrics

 

A4: Fortunately, our support comes from the top down. CMO asked us to leverage #content as an asset. (still figuring that part out) #CMWorld

@mikemyers614

 

@AlaureMktg Yes, also true Laura! #cmworld

@movystream

 

If you are agitating for a culture of content from downstream, use metrics, metrics & metrics. Make a biz case! #CMWorld

@lieblink

 

Q4: Does the culture of content in your org primarily come from the top down, or the bottom up? #CMWorld that’s a tricky one

@KoMarketing

 

@pisarose Exactly! #CMWorld

@PatrickHayslett

 

A4: Culture of Content can come from the top down or the bottom up. Big ideas aren’t tied to titles. #CMWorld

@MKTinspirations

 

And to foster participation across divisions, be prepared to show benefits based on THEIR perf. metrics, not marketing’s #CMWorld

@lieblink

 

A4. Awesome q! Our content culture comes from both, which we think makes it a great mix for clients and community. #CMWorld

@ClearVoice

 

I defer to you @lieblink every time! #CMWorld

@BrennerMichael

 

A4: Gr8 question. Brand strategy is top down. Cultural content (execution) is bottom-up. #CMWorld

@JohnRichardBell

 

A4) Ideally, your org is well structured with a top that is effective but also listens thoughtfully to the bottom. #Ideas #cmworld

@ChristinKardos

 

A4: A culture of content springs from customer obsession–wherever that lives, content flourishes. #cmworld

@pisarose

 

@CMIContent A4 (Con’t): We have invested heavily in our Content Strategy capabilities with great results. That comes from the top #CMWorld

@digistrategist

 

Q4: Does the culture of content in your org primarily come from the top down, or the bottom up? #CMWorld that’s a tricky one

@KoMarketing

 

A4: Culture is set by the leadership of the company! It travels top down. Leaders need to start the convo #CMWorld

@lttlewys

 

@mikemyers614 Maybe it’s time for a serious rethink in your org. #CMWorld @ChristinKardos

@LoisMarketing

 

I also think we can all be community managers even if it’s not in the job description, but that’s a discussion for another time! #cmworld

@aktetreault

 

A4. Top-down can create outline of culture, but it has to be spread bottom-up #CMWorld

@ClearVoice

 

A4: It’s a bit of both for us, just depends where the idea comes from. #CMWorld

@ChatterBuzzz

 

@SparkerWorks Yes!Starts w/on-point team-attracting great customers-then better hires& its all uphill if leadership can support it! #CMWorld

@Megan_Marie_T

 

@ClearVoice I like this way of phrasing it. #cmworld

@ChristinKardos

 

Participants need permission to fail w/out fear of major repercussions. There will be fails. That’s OK – part of the culture #CMWorld

@lieblink

 

I’m not convinced most tweeting ‘rules’ about CMgmt are actually working in it. Those who do are busy. #CMWorld

@LoisMarketing

 

@CMIContent Sometimes fun trying to figure out how to apply org questions as one person. Hmmmm, more from my head or toes? (head) #CMWorld

@atxcopywriter

 

@lieblink So true. And so many orgs talk “fail fast” but can’t actually commit to it. #CMWorld

@digistrategist

 

@CMIContent @givory love this concept & phrasing! #CMWorld

@ClearVoice

 

@LoisMarketing @ChristinKardos Oh, I think we’re headed in the right direction, it’s just not easy. Nothing worth doing is. #CMWorld

@mikemyers614

 

Q4 I wish it was top down, but more often it’s bottom up. The doers/writers are the ones who get/keep it going. #cmworld

@martinlieberman

 

@lttlewys Certainly top execs need to support the time investment of content creation across the org. Must believe in the value. #cmworld

@pisarose

 

A4. Have to agree with @JohnRichardBell! Also, it depends on client – sometimes it is driven by front lines and buy-in is needed #CMWorld

@rachelformaro

 

A4: Sharp ideas start w/ both and built upon from bottom up. #CMWorld #contentmarketing

@AnneHarkin

 

@CMIContent @ClearVoice Yes. You can’t force culture, you can only foster it. #CMWorld

@digistrategist

 

@PatrickHayslett Or be the person (or hire them!) who can build a story from them discussing their passion #CMWorld

@UnionMetrics

 

A4: Top down until they realize nobody is reading anything, and then bottom up. 😉 #CMWorld

@frame_nation

 

@martinlieberman We see that most often too. #CMWorld

@ThinkSEM

 

Learned from @lieblink: Execs + Employee + Engagement = culture of content in Rebecca’s report: http://ow.ly/Hg0Dp #cmworld

@BrennerMichael

 

@LoisMarketing Probably depends on the scope of their job and the resources (people, especially) at their disposal? #cmworld

@ChristinKardos

 

@lieblink Good call! There’s a case or proposal to be made for many aspects of a community manager’s job! #cmworld

@CrowdContent

 

Q5: What are some ways leadership can guide the culture of content? #CMWorld

 

@lieblink Agree! Not that @JoePulizzi wants us to fail, but we definitely have the chance to innovate, & fix quickly if need be. #CMWorld

@cmcphillips

 

@CMIContent A strategy needs to be in place from the top, but some of the best ideas come from the bottom. #cmworld

@wyzowl

 

A4 Good ideas are generated wherever there is the most momentum. If there is a trickle down/up effect, you’ve got good culture #cmworld

@movystream

 

@ClearVoice @CMIContent what would our content be without phrasing 🙂 #cmworld

@givory

 

A4) m one man team at the moment so I would say from the top as I add on team I would use a mix of both #CMWorld

@Acoriadigital

 

@aktetreault Companies that don’t have someone with the title may very well still have someone doing it #CMWorld

@atxcopywriter

 

@UnionMetrics Exactly! It’s like interviewing an SME w/out calling it that and evoking the stereotypical reaction #CMWorld

@PatrickHayslett

 

@ClearVoice Social and environmental responsibility = retention #CMWorld

@KylaK

 

A5) Be open to ideas. Ensure that team members know that they might not always get a green light but they’ll get an ear. #cmworld

@ChristinKardos

 

A4: Especially problematic when the CEO is still struggling with the concept of Faxing. #cmworld

@BrandedCartoons

 

A5: Leadership can foster a content culture by walking the talk. Create content themselves. #cmworld

@pisarose

 

@CMIContent A5: Walk the talk. Invest in content and promote its value, just like any other investment. #CMWorld

@digistrategist

 

A5. Leadership that listens to not only what data resonates with potential buyers, but to the internal culture/needs of team #CMWorld

@ClearVoice

 

Leadership must evangelize constantly, empower employees, equip them w tools, train them & grant permission to fail #CMWorld

@lieblink

 

@atxcopywriter Exactly or MULTIPLE people doing it as our team at @AGSalesworks #CMWorld

@aktetreault

 

Hey Rachel! Fancy meeting you here! @rachelformaro #DesMoines #Marketers #cmworld

@AlaureMktg

 

@CMIContent A5: Lead by example. It’s crucial to have all employees passionate about creating a culture of content. #CMWorld

@ThinkSEM

 

@CrowdContent When you’re small enough it does feel like it goes a bit sideways : ) #CMWorld

@SparkerWorks

 

@atxcopywriter @aktetreault Right! I did it for years w/o that title, before @moninaw joined CMI. #CMWorld

@cmcphillips

 

@CMIContent Explain how content can be valuable to the organization and get buy in. Then act on it and lead by example. #CMWorld

@meaganwade

 

A5: Give direction, then get out of the way (…um, please?) #CMWorld

@mikemyers614

 

.@koshry Interesting perspectives on middles, tops and bottoms occurring at #CMWorld now.

@kwooleyy

 

@AlaureMktg Hey Laura! No kidding! Nice to see you here at #CMWorld. Staying warm in Twitter Chat! #IAweather

@rachelformaro

 

Governance & process are also management’s job. Create strategy & guardrails, then clearly communicate them #CMWorld

@lieblink

 

A5 Lead by example. Write a blog post, tweet, be interviewed on video, present a webinar. #CMWorld

@webber_karen

 

A5: First and foremost and well, most importantly… Take and Interest in Content! #CMWorld

@AgentPalmer

 

@CMIContent Help encourage connections between depts that might have a hard time with it w/o outside catalyst #CMWorld

@atxcopywriter

 

@SparkerWorks Right? and why not utilize both ends of the spectrum? #cmworld

@CrowdContent

 

@CMIContent micro-volunteering. It works well for larger organizations. Have one person lead a small group of people on a project #CMWorld

@KylaK

 

A5: Lead by example, encourage the team to create content, praise successful content, take the fear out of creation #CMWorld

@ChatterBuzzz

 

@mikemyers614 Right. People need guardrails, not micromanagement. Content should come from interest, not obligation. #cmworld

@martinlieberman

 

A5: Leaders should celebrate (& communicate) content victories & how they contribute to the bottom line. #cmworld

@pisarose

 

A5: Don’t demand people play. Invite them. You can’t force this. #cmworld

@BrandedCartoons

 

@CMIContent Inspire the team and provide great resources to curate good content #cmworld

@wyzowl

 

A5:It all starts with communication and active-listening. Optimal leaders should communicate often AND listen to help guide culture #CMWorld

@Megan_Marie_T

 

A5: Being involved in setting the tone, but then empowering the community to participate #CMWorld

@AlaureMktg

 

A5: Give them the why, not the what. Leadership should preach that every single person is a touchpoint to your brand. #CMWorld

@PatrickHayslett

 

@CMIContent A4. Tying company goals for the quarter into your content strategy is key #CMWorld

@UnionMetrics

 

A culture of content doesn’t just produce content, it values content #CMWorld

@lieblink

 

A5: Participate, promote, and encourage idea generation, allowing culture to develop organically. #CMWorld @CMIContent

@mj2marketing

 

@CMIContent It shouldn’t come from within the organization only, but from it’s community as well as from what the org wants to be #cmworld

@RudezM

 

A5: By designing social media policies, helps teams to stay on track #CMWorld

@connieurway

 

luv this!MT @KylaK: micro-volunteering-works well for larger organizations. Have one person lead a small group of pple on a project #CMWorld

@AmandaSubler

 

A4: Content culture @ISITE_Design is core value. It’s like connective tissue. Top down. Bottom up. Middle out. #CMWorld

@carmenhill

 

A3: Culture begins with one person taking on small action and others emulating. Content is no different #cmworld

@NickKellet

 

A5. Setting a culture of engagement with content; giving permission; establishing voice and tone; providing the right tools! #CMWorld

@rachelformaro

 

@pisarose Completely agree!! Also, so fab to see you!! #CMWorld

@lttlewys

 

@CMIContent Q4 so what am going at is that we should meet at the middle, discuss it, share it and then own it. #CMWorld

@RudezM

 

@CMIContent Oops that should have been A5! But also dedicating a platform to employees sharing company culture with each other #CMWorld

@UnionMetrics

 

@ChristinKardos @BrandedCartoons Maybe you could create some entertaining, informative content about how to use email? #CMWorld

@atxcopywriter

 

Q5: By actually creating content (and not by delegating our outsourcing) . Leaders lead. #cmworld

@NickKellet

 

@CMIContent A4: a bit of both #CMWorld

@graemefraser

 

A5: Lead purpose-driven over task-oriented if you want to inspire motivation #CMWorld

@PatrickHayslett

 

A5: It’s also important to showcase great content created by other brands. Springboard for good ideas. #cmworld

@pisarose

 

@ThinkSEM Execs want their byline/name out there, but don’t have time (or desire) to write. #fomo #cmworld

@martinlieberman

 

Can I just shout out to @JessGroopman, my Culture of Content co-author? (happy birthday, Jess!) #CMWorld

@lieblink

 

Q6: While culture is personal, workflow to enable culture may be dependent on technology. How can #tech help? #CMWorld

 

@lttlewys Back at you, Brandie! #CMWorld

@pisarose

 

A5: Tying content to ROI is important, but there has to be room for experimentation and creativity too #cmworld

@givory

 

A5: Easy. Everyone wants great content but nobody wants to pay for it. You want good writers and designers? Make the investment! #CMWorld

@frame_nation

 

@martinlieberman It’s all about committing to make the time to create that content. #CMWorld

@ThinkSEM

 

A5: Leaders applaud and recognize those who create. They are visibly committed to content #cmworld

@NickKellet

 

@martinlieberman @lieblink This is perfect. #CMWorld

@ThinkSEM

 

A5) Great communication skills shape an excellent leader, especially a community manager! Both on and off the screen. #cmworld

@CrowdContent

 

@CMIContent A^: Customize the authoring experience to make it intuitive to the user. That empowers, but is easier said than done. #CMWorld

@digistrategist

 

A6. Utilize tools that streamline & enable your team to do what they do best – create, rather than getting bogged down in processes #CMWorld

@ClearVoice

 

A5: Leadership should not meddle with content but ensure it fits brand strat & personality. “Climb that mountain anyway you like.” #CMWorld

@JohnRichardBell

 

@NickKellet Yes! We should all applaud those who create. #CMWorld

@ThinkSEM

 

A5: Leader get that you (the enterprise) is building a body of work and that it takes time and commitment. #cmworld

@NickKellet

 

.@CMIContent Experiment with different tools and find the ones that will work for your organization. There’s lots to choose from! #CMWorld

@meaganwade

 

A6: Content management tech is great for creating idea banks & fostering cross-functional collaboration. #cmworld

@pisarose

 

@lieblink yes! Hope you’re having a great day, @JessGroopman! #CMWorld http://twitter.com/CMIContent/status/555055302098571264/photo/1

@CMIContent

 

@CMIContent A5: Customize the authoring experience to make it intuitive to the user. That empowers, but is easier said than done. #CMWorld

@digistrategist

 

@CMIContent There’s tons of platforms to not only manage content, but curate it too! #cmworld

@wyzowl

 

#Contentmarketing is democratized b/c the tech is so accessible & affordable. So many solutions for enterprise-wide contribution #CMWorld

@lieblink

 

A6 Tech helps with the automation of successful content and makes it easier in creating great content #CMWorld

@Acoriadigital

 

@CMIContent A5: walk the talk is the only way. It doesn’t have to be big and bold but enough to show they support initiatives. #CMWorld

@graemefraser

 

A5: Content tech becomes increasingly important with org and team size and scope. Use tech strategically, not just because. #CMWorld

@PatrickHayslett

 

A6: A flexible tech platform that allows persons to use the devices of their own choice is most optimal… #CMWorld

@AgentPalmer

 

Really awesome responses so far 🙂 #cmworld

@beymourSEO

 

.@koshry Explore the feed at #CMWorld

@kwooleyy

 

Some have mentioned curation – great example of content culture. But only if value is added, e.g. commentary or a POV #CMWorld

@lieblink

 

A6: T#echnology can enable #culture, but it doesn’t work the other way around. #CMWorld

@mikemyers614

 

A6: Tech creates the place and ability to crowd source, be global and collaborate. Allows for people to be involved. #CMWorld

@lttlewys

 

A6) Tech enables remote work, collaboration, efficiency. Tools can be used to nurture a good culture or improve a struggling one. #cmworld

@ChristinKardos

 

@meaganwade @CMIContent Such a good point, Megan! Don’t be afraid of new tools/platforms! There’s a lot to gain #cmworld

@movystream

 

A6, Get your leaders to create customer surveys as this can really help with creating content by using actionable data. #cmworld

@wyzowl

 

A6: Love content tools that enable sales to rate the effectiveness of specific pieces–& add commentary. #cmworld

@pisarose

 

A6: Invest in tools that allow you to streamline content creation throughout the entire org. #CMWorld

@MKTinspirations

 

A6: Personally, our culture encourages anyone with an idea to share it. Tech helps through collaboration software such as Basecamp #CMWorld

@ChatterBuzzz

 

A5. Tech facilities collaboration on content in ways that were difficult or impossible with just carrier pigeons or fax machines #CMWorld

@UnionMetrics

 

@frame_nation Totally agree! Content may wear the king’s crown, but thoughtless content wears the fool’s cap! A5. #CMWorld @CMIContent

@rachelformaro

 

A6: #tech allows for a team approach to tasks where input is easily given from all members. #CMWorld

@AnneHarkin

 

@ChatterBuzzz And it may not be high-tech, but email is still one of the easiest ways to plant a seed #CMWorld

@ChatterBuzzz

 

A6: The last thing people want to do is learn a new system with new logins and IT tickets. Adapt exiting tech to content needs. #cmworld

@BrandedCartoons

 

@pisarose Might inspire someone to write a passionate response #CMWorld

@atxcopywriter

 

A6: Tech is simply plumbing. Removes friction. Lets people connect & converse from anywhere. Helps like minds find each other. #cmworld

@NickKellet

 

Last tweet was meant to be A6! #CMWorld

@UnionMetrics

 

If you have multiple locations and/or remote workers, content culture doesn’t happen w/out tech. Period. #CMWorld

@PatrickHayslett

 

most of your employees already have the tech in their pockets to become content creators #CMWorld

@lieblink

 

@CMIContent @lieblink @beymourSEO Must be all the great questions 🙂 #CMWorld

@mikemyers614

 

@UnionMetrics Lol… welcome to my world… #cmworld

@ChristinKardos

 

@martinlieberman @ThinkSEM They can put together notes for or have a call w/a writer to turn insights into (reader friendly) words #CMWorld

@atxcopywriter

 

@atxcopywriter Yes indeed. Are all content creators ready to hear it–and potentially act on it? #cmworld

@pisarose

 

@CMIContent A5: tech selection is based on personal preference too. Experiment and see which gets the users excited AND productive #CMWorld

@graemefraser

 

@PatrickHayslett BOOM! So true Pat. Tech tools/platforms enable convenient conversation, without that, content is ..slow #cmworld

@movystream

 

A6. Esp in #finsvcs, #tech can provide necessary compliance coverage and enable content strategy and engagement #CMWorld

@rachelformaro

 

@mikemyers614 @lieblink @beymourSEO shucks, making us blush 🙂 #CMWorld

@CMIContent

 

@lieblink Tumblr is a fantastic platform for curating content and adding your own perspective/additional information #CMWorld

@UnionMetrics

 

Q7: What resources/blog posts/ideas can you use to begin building a culture of content in your org? #CMWorld

 

@atxcopywriter @martinlieberman We have used this process before at our office. #CMWorld

@ThinkSEM

 

A6: Create vs Curate – Just two terms at opposite ends of same spectrum. Culture begins when you step onto the continuum #cmworld

@NickKellet

 

A6: we built a robot to write our Facebook posts. Prolific, but constantly complains about the coffee. @cmworld #cmworld

@BrandedCartoons

 

MT @atxcopywriter: Execs can put together notes for or have a call w/a writer to turn insights into (reader friendly) words #CMWorld

@lindadessau

 

A6) Getting specific- Google drive fosters healthy culture. Enables all to participate in collaboration & creation!easy/streamlined #cmworld

@CrowdContent

 

@mikemyers614 @CMIContent @lieblink They really are. As an industry, we don’t talk enough about brand voice and consistency. #cmworld

@beymourSEO

 

Culture of Content increases the resources: creative, listening, responding, channel ability. #CMWorld

@lieblink

 

Can i just substitute all of my answers with each of @NickKellet’s? No? OK. 🙂 #cmworld

@ChristinKardos

 

@ThinkSEM @atxcopywriter I’ve done that many times. Turned interviews, speeches, PPT presos, etc. into articles. #cmworld

@martinlieberman

 

@CMIContent Create an internal blog dedicated to staff and educating them with helpful tips and encourage their participation #CMWorld

@KylaK

 

@ChristinKardos @NickKellet ha ha! We love when both of you are chatting it up with us! #CMWorld

@CMIContent

 

A7: Enable contributors to join in discussions and post relevant blogs #CMWorld

@connieurway

 

A6: Content is NOT A SPECTATOR SPORT. You can’t create or contribute by consuming. Something needs to draw you in. #cmworld

@NickKellet

 

A7: We believe creating a culture of content means stepping back, creating a #contentstrategy & making org decisions before tactics #CMWorld

@mikemyers614

 

A7: Well, every Org has a culture of content, the hard part can be defining whether or not this is a good or bad culture. #CMWorld

@AgentPalmer

 

@KylaK That’s a great idea! #cmworld

@beymourSEO

 

MT @CrowdContent: A6) Getting specific – @googledrive fosters healthy culture. Enables all to collaborate & create #cmworld

@lindadessau

 

A7. Check what competitors are doing, utilize a content calendar & data to see what resonates. Never forget brand guidelines: voice #CMworld

@ClearVoice

 

Empowering employees to create content includes the brand book or style guide. Governance docs require training, dissemination #CMWorld

@lieblink

 

A7: I held a lunch n’ learn about what I do, how & why biz is so competitive out there, & examples of how content helps. #CMWorld

@PatrickHayslett

 

@ChristinKardos Thanks! #cmWorld 🙂

@NickKellet

 

.@CMIContent Find thought leaders, observe how they approach content. Make a thought map, brainstorm ideas for your org. #CMWorld

@meaganwade

 

great idea! MT @KylaK:Create internal blog dedicated to staff & educating them with helpful tips and encourage their participation #CMWorld

@AmandaSubler

 

@NickKellet So true! Curation is important, but it must lead to creation. #CMWorld

@ThinkSEM

 

A7: @charleneli of @altimetergroup has a great post & report on creating a content culture: http://ow.ly/Hg4hU #cmworld

@pisarose

 

A7: The non-sales people were truly amazed to see how competitive markets really are. Don’t assume they know #CMWorld

@PatrickHayslett

 

To my mind, a lot of this can be tied back to company culture over all, no? Good begets goodness. Have strong fundamentals. #cmworld

@ChristinKardos

 

@CMIContent Gives more ways to communicate and share ideas – e.g. shared Google doc, Skype meeting with people in another city, etc #CMWorld

@atxcopywriter

 

#Nestle is making great use of their internal social network to foster content sharing & collaboration #CMWorld

@lieblink

 

A7 Old school: Give everybody a pad to keep near their computer. Whenever you get a content idea, write it down. #cmworld

@martinlieberman

 

@CMIContent Do your keyword research and make the subjects your customers are searching for, the titles for your content #cmworld

@wyzowl

 

A7: Saw one today from @BrennerMichael! http://www.b2bmarketinginsider.com/content-marketing/build-culture-content #CMWorld

@aktetreault

 

A7. Do your keyword research and make the subjects your customers are searching for, the titles for your content #cmworld

@wyzowl

 

@PatrickHayslett YES! It’s important for everyone to understand one another’s role. Organizations sometimes grow too big, too fast. #cmworld

@beymourSEO

 

The question isn’t what content everyone can create, tho, is it? It’s what content does our target/audience WANT. #CMWOrld

@janetgranger

 

A7: Send out an email with some of your favorite team-created content and ask some questions to help get the ideas rolling in. #CMWorld

@ChatterBuzzz

 

Nurture a #growthmindset to engender a positive approach to learning. #cmworld http://t.co/kc3g4J1n1o

@2learnthink

 

It’s not enough to fail fast. You have to recover & rework fast, too! @mikemyers614 @digistrategist @lieblink #CMWorld

@carmenhill

 

@CMIContent A7: use Evernote to create a shared swipe file, users can clip what they see and like. Review for inspiration. #CMWorld

@graemefraser

 

@martinlieberman I read this as I was looking down at my notepad filled with ideas. SO true. Write the idea down while you can. #CMWorld

@ThinkSEM

 

We have a separate in-house SEO guy, who takes care of that for all content. @wyzowl #CMWorld

@AgentPalmer

 

I think you meant Baquettes @ChristinKardos a lot of this can be tied back to company culture over all, no? Good begets goodness. #cmworld

@BrandedCartoons

 

A7: #dolessbetter is the guiding modus operandi. 2 priorities: strategy & creativity. Result? A culture of content. #CMWorld

@JohnRichardBell

 

A7: Also, check out these #mktg thought leaders on how content marketing is morphing in 2015 http://www.agsalesworks.com/blog-sales-prospecting-perspectives/5-b2b-marketing-thought-leaders-share-2015-trends-and-predictions #CMWorld

@aktetreault

 

@janetgranger Public-facing depts like sales, support, & HR hear wants that marketing doesn’t #CMWorld

@lieblink

 

A7: We send a weekly reminder email – “best of the best” – with prompts to share and engage. #CMWorld @CMIContent

@mj2marketing

 

@lieblink its worth remembering we do the content for the consumers / the customers and not the employees. #cmworld

@NickKellet

 

@beymourSEO Yes! And next time you try to involve them in content, they know it’s to keep everyone in work, not be a nuisance #CMWorld

@PatrickHayslett

 

@ThinkSEM @martinlieberman someone made fun of me the other day for using pencil & paper- but you can’t beat it! #CMWorld

@AmandaSubler

 

A7) listening to your customers and creating blog post that answer there questions #CMWorld

@Acoriadigital

 

If you’re not here, you’re missing it. Rebecca Lieb ( @lieblink ) is dropping knowledge in the #CMWorld chat. #cmworld

@ChristinKardos

 

A7: Create a #contentstrategy that the entire org is aware of and believes in – then let the tactics speak for themselves. #CMWorld.

@MKTinspirations

 

Curation lowers bar – It’s seductive @ThinkSEM @NickKellet So true! Curation is important, but it must lead to creation. #CMWorld

@NickKellet

 

Like the idea! MT @mj2marketing A7: send weekly reminder email – “best of the best” – with prompts to share and engage. #CMWorld @CMIContent

@CMIContent

 

@ThinkSEM Gotta strike while the iron’s hot! Don’t want to forget a good idea later, when it comes time to write. #cmworld

@martinlieberman

 

A7) listening to your customers and creating blog post that answer their questions #CMWorld

@Acoriadigital

 

Q8: What companies or brands epitomize a strong content culture? Who do you look to for inspiration? #CMWorld

 

@NickKellet But content can be important part of employee relations, also of recruiting & staffing. That’s where it gets cultural #CMWorld

@lieblink

 

Thanks: @Rdo_Thinking Love this:@NickKellet: Create vs Curate – Just two terms at opposite ends of same spectrum… #cmworld

@NickKellet

 

A7: Create and distribute #contentmarketing best practices in your org. #CMWorld

@MKTinspirations

 

@lieblink Ooh, good point. Doesn’t have to be writing, you can encourage them to snap pics around the office or make little vids #CMWorld

@atxcopywriter

 

I like all this talk about culture and thing that @buffer, @riotgames and @Zappos_Service are one of the best examples out there #cmworld

@RudezM

 

@NickKellet @ThinkSEM “Seductive.” Great way to label it. So important HOW you do it… and that it’s not the only thing you do! #cmworld

@ChristinKardos

 

We use cartoon to engage our contractors and prompt them to add their own captions. Feeds the beast and stimulates culture. #cmworld

@BrandedCartoons

 

@wyzowl As long as you’re targeting a broad range of keywords within a specific topic. Keywords no longer exist in silos. #cmworld

@beymourSEO

 

@CMIContent @mj2marketing …and then simply ask people what’s going on in their worlds #CMWorld

@digistrategist

 

@cmcphillips idea? MT @mj2marketing: We send a weekly reminder email – “best of the best” – with prompts to share & engage. #CMWorld

@AmandaSubler

 

@MKTinspirations Bingo! #CMWorld

@lieblink

 

Yes! But can they create great content? I’d prefer UGC, I think. @lieblink: Public-facing depts hear what marketing doesn’t #CMWorld

@janetgranger

 

@BrandedCartoons Brilliant. #cmworld

@ChristinKardos

 

@RudezM @riotgames @Zappos_Service Wow, really honored to make this list with these guys. Thanks Radež! #cmworld -Mary

@buffer

 

@NickKellet @lieblink Not true in every org…we view associates as another audience, create content for them, as well. #CMWorld

@mikemyers614

 

We all need to be seduced daily. Content that does not seduce just gets rolling eyes. Beating hearts win every time. #cmworld

@NickKellet

 

@CMIContent @redbull and @gopro are both awesome brands for inspiring content! #cmworld

@wyzowl

 

@CMIContent Probably some should be industry specific – look at this awesome stuff our competitor is putting out #CMWorld

@atxcopywriter

 

@CMIContent A8. @WestJet does a great job. They DO what they say they do. #CMWorld

@KylaK

 

A8: Red. Bull. #CMWorld

@mikemyers614

 

A8- GE is just a content machine! #CMWorld

@MaelRoth

 

@AmandaSubler It’s all about the visual reminder. Idea is right there in front of you vs saved on a hard drive. #cmworld

@martinlieberman

 

Got to go! Thanks everyone! #cmworld

@BrandedCartoons

 

.@GE, Nestle, Coke, Kraft, IBM…to name some of the really big ones. @BrennerMichael killed it at SAP! #CMWorld

@lieblink

 

A7. Listening. Listening. Listening. (Like location in real estate!) Plus sharing/collaboration. We use @RedboothHQ #CMWorld

@rachelformaro

 

@AmandaSubler @martinlieberman I always remember things so much better when I write them down vs. typing them out. #CMWorld

@ThinkSEM

 

@lieblink Totally, you have consumers even within the employees. Bring more employees to the content creation table = pure gold #cmworld

@NickKellet

 

A8: Red Bull is most obvious but companies like @PactCoffee in the UK are consistently putting great content on lots of platforms #CMWorld

@BuyerSynthesis

 

@BrandedCartoons thanks for joining us! And for the insights! #CMWorld

@CMIContent

 

A8: I think the stuff that @NerdistDotCom is doing is just fantastic… #CMWorld

@AgentPalmer

 

@NickKellet Yes. It’s good, but only to a point. Just like a great writer must be a good reader, but they must still write. #CMWorld

@ThinkSEM

 

@CMIContent competitor monitoring is always a way to stay inspired. Be #1 in your industry #CMWorld

@Ckiko47

 

A8: @Lowes, @TacoBell, and @WarbyParker are three of our favorites! #CMWorld

@mj2marketing

 

@Moz has always had an impressive company culture. #cmworld

@beymourSEO

 

@martinlieberman Couldn’t agree more! #CMWorld

@ThinkSEM

 

@martinlieberman agreed! easier to find when I need it .. ! #CMWorld

@AmandaSubler

 

@NickKellet Kelly Clarkson knows: https://www.youtube.com/watch?v=Z2K6uxIFO6w #cmworld

@aktetreault

 

I’d aim for tears! They are wipeable @digistrategist @NickKellet Clear eyes, full hearts. Can’t lose. #cmworld

@NickKellet

 

@beymourSEO @Moz Agreed on all levels. #CMWorld

@ThinkSEM

 

A8: @SpinSucks, @MarketingProfs @Nordstrom @Target @Kohls so many!! #CMWorld

@lttlewys

 

@CMIContent I know @Nike and @adidas both do a great job of this. They also do a GREAT job of intelligent sharing #CMWorld

@jdesmth

 

A8: I’m stating the obvious, but Dove is a paragon of the content culture #CMWorld

@PatrickHayslett

 

@CMIContent @aktetreault Thanks so much for sharing! #ContentLuv #CMWorld http://ow.ly/i/8fjNj

@BrennerMichael

 

A8) @justinbrooke at imscalable he is a great inspiration and he gets delivering content. #CMWorld

@Acoriadigital

 

A8. @generalelectric also create amazing content! Interestingly, Apple don’t feel the need to create content? #cmworld

@wyzowl

 

@CMIContent A8: That Coca Cola 202 video still inspires https://www.youtube.com/watch?v=G1P3r2EsAos #CMWorld

@digistrategist

 

@ThinkSEM The visual reminder is key. Your idea is right there in front of you. Not “hidden” on your PC. #CMWorld

@martinlieberman

 

@NickKellet But consuming helps with inspiration #CMWorld

@atxcopywriter

 

@KylaK @CMIContent @WestJet Be sure to watch them near Christmas time. Canada represent! #cmworld

@CrowdContent

 

! MT @SFerika @CMIContent A3 community managers can be great to ID those passionate folks w/great stories to share within your org #CMworld

@MichaelWillett

 

A8. How about the @Dove beauty videos? They were incredible! #cmworld

@wyzowl

 

@KylaK @CMIContent Love @WestJet. We started our own take on “What WestJetters say” – team loves it. #CMWorld

@rachelformaro

 

A7: We need to let employees have fun. You want to blog about True Detective? Go for it! I’ll give you a #BigHugMug. #CMWorld

@frame_nation

 

A5 Adobe’s a great example, with http://CMO.com #CMworld

@AnneJanzer

 

A8. Beyond the big brands like @gopro, we look at @buffer, @Inboundorg, @klout and @Medium for inspiration. #CMWorld

@ClearVoice

 

@martinlieberman Yes, although fonts are much better than my handwriting! #CMWorld

@ThinkSEM

 

A8: Greatest inspiration is the level playing field that allows the little guy to trump the big guy via big ideas! #CMWorld

@JohnRichardBell

 

A8: @buffer off the top of my head are concierge’s when it comes to community engagement #CMWorld

@connieurway

 

Nearly time for #lurkerchat – want to join me in the shadows at 10:00am PST? Me think you likey likey! #cmworld

@NickKellet

 

We’ll spend the last 10 minutes asking @lieblink questions on content culture. Ask now! #CMWorld

@CMIContent

 

@lieblink question: how much time does it generally take to really create a culture of content? Months or years? #CMWorld

@MaelRoth

 

@NickKellet What is #lurkerchat? #CMWorld

@ThinkSEM

 

@ClearVoice You all rock. 🙂 Thanks for the love, ClearVoice pals! #CMWorld @GoPro @Inboundorg @klout @Medium -Mary

@buffer

 

A8: @Eurostar and @Turkishairlines have produced some great content of late #cmworld

@givory

 

#8 @warbyparker @GoPro @Zappos @nordstroms @marketingprofs .. A few of my favorites. #cmworld @CMIContent

@LRMoore

 

Correction: A8: Adobe’s a great example, with http://CMO.com #CMworld #whoscounting

@AnneJanzer

 

@CMIContent A8: (Con’t) REI is also really fantastic with some of their content marketing. #CMWorld

@digistrategist

 

I’m currently researching great ROI results from content BEYOND sales. Share your case examples! #CMWorld

@lieblink

 

@martinlieberman I never keep up with paper notes myself, have to make it all digital #toeachhisown #CMWorld

@atxcopywriter

 

A8: Always a fan of @Oreo’s timely content #CMWorld

@ChatterBuzzz

 

A8: @POPSUGAR is constantly putting out great content. Also, @greatist #CMWorld

@rslawter

 

These are examples of great content, but does great content automatically = great culture of content? #cmworld

@lindadessau

 

.@google has always done a great job of fusing their culture into ads. This one was particularly awesome: https://www.youtube.com/watch?v=NYwAE-vpu2E #cmworld

@beymourSEO

 

A8 I’m a big fan of @BenefitBeauty’s content. #CMworld

@SFerika

 

@lindadessau good point, the two aren’t necessarily linked. #CMWorld

@lieblink

 

We talk about key role of the silent majority – the 90% who passively consume @ThinkSEM @NickKellet What is #lurkerchat? #CMWorld

@NickKellet

 

@ChristinKardos @lieblink From the outside in, how can we know? #cmworld

@lindadessau

 

@CMIContent @lieblink What are some tips to encourage buy-in from upper management and employees? #CMWorld

@KylaK

 

A8 (1) @Buffer tops content culture sharing too #CMWorld

@connieurway

 

@ScottLum @NickKellet Lol. I like the cheekiness of it. Rules, schmules. #cmworld

@ChristinKardos

 

@lindadessau @lieblink Good point. Employee advocacy can shed light on those doing it right. The wrongs? Quieter. #cmworld

@ChristinKardos

 

@CMIContent seek out people who can tell a story and want to make content, regardless of where they sit in the business #CMworld

@simonlp

 

@lindadessau Not that content alone, curation and conversation need to align with orig content, steer the culture #CMWorld

@lttlewys

 

@lieblink Do you feel content creators do well on certain media over others? I see lots of stale content on blogs & social media #CMWorld

@PatrickHayslett

 

To get buy-in from employees, show benefits related to THEIR performance metrics. Execs: metrics related to biz results #CMWorld

@lieblink

 

@CMIContent I think all my go-to brands in this category are in the content marketing space, would love to hear examples outside it #CMWorld

@atxcopywriter

 

Do we expect a report? @lieblink I’m currently researching great ROI results from content BEYOND sales. Share your case examples! #CMWorld

@ofumaagali

 

@ScottLum It’s a social engagement offside trap – Works every time #lurkerchat #cmworld It’s seductive & alluring .

@NickKellet

 

@CMIContent A8: This video by @Budweiser is phenomenal! http://youtu.be/eubWYPhcEEo #CMWorld

@K__Martin

 

@MaelRoth They have such a rich and fascinating history of content to draw on! #CMWorld

@SparkerWorks

 

Also, @fiskars has a killer online community. And they sell scissors! SCISSORS!!! #cmworld

@beymourSEO

 

Rules! <broken> @ChristinKardos @ScottLum @ScottLum @NickKellet Lol. I like the cheekiness of it. Rules, schmules. #cmworld </broken>

@NickKellet

 

@atxcopywriter That’s so often the case when we start talking about content examples #cmworld

@lindadessau

 

@ofumaagali Yes, indeed. My next research report is content metrics (beyond straight sales ROI) #CMWorld

@lieblink

 

@beymourSEO Amazing, so true! Never a dull moment following Google. The internship movie? yes please! #cmworld

@CrowdContent

 

@christinkardos @scottlum @nickkellet you all are killing me over here lol #CMWorld

@MoninaW

 

@lieblink @ofumaagali would be very interested to look at alternative metrics options! #cmworld

@givory

 

@k__martin it’s one of my faves! #CMWorld

@MoninaW

 

Calling all content marketing experts, fancy entering our survey about the state of content marketing? http://qub.me/fMocci #cmworld

@wyzowl

 

@WadoobiePtC Seduction is a metaphor that is underused. It raises the bar for content marketing people #cmworld

@NickKellet

 

Would be great! Thanks “@lieblink: @ofumaagali Yes, indeed. My next research report is content metrics (beyond straight sales ROI)

@ofumaagali

 

So if you guys didn’t know, you can access our Culture of Content research here: http://bit.ly/1y85nkE #CMWorld (webinar tomo) #CMWorld

@lieblink

 

A8 Fan of @ZombieBurgerDM and their use of content. Including their zombie newspaper menu #CMWorld

@rachelformaro

 

@ScottLum @NickKellet We WIN the internet. 🙂 #cmworld

@ChristinKardos

 

Awesome! Like tickle to death! @MoninaW @christinkardos @scottlum @nickkellet you all are killing me over here lol #CMWorld

@NickKellet

 

@rachelformaro @ZombieBurgerDM Not to mention the CDC’s Zombie Apocalypse preparedness campaigns! #CMWorld

@lieblink

 

While we’re promoting chats, join us & tell your #sales team about #prospectingchat tomorrow at @agsalesworks 1:30 PM EST #cmworld

@aktetreault

 

Via @lieblink – get @AltimeterGroup’s Culture of Content research here: http://www.altimetergroup.com/2014/12/a-culture-of-content/ #cmworld

@ChristinKardos

 

Embrace strengths. Go beyond text. For example, if someone is good speaker, they can contribute to podcasts, videos. #cmworld

@martinlieberman

 

@ThinkSEM @beymourSEO Thanks so much for the kind words you two! #CMWorld

@Moz

 

@NickKellet We will definitely try it out today! #lurkerchat #CMworld

@ThinkSEM

 

Truth. MT @JohnRichardBell Insight is something you have to burrow for #CMWorld

@mikemyers614

 

@martinlieberman Great point. Always good to play to people’s strengths. So many options… #cmworld

@ChristinKardos

 

@buffer @GoPro @Inboundorg @klout @Medium Awh, @buffer! Thanks for the great content! #CMWorld

@ClearVoice

 

@martinlieberman so true! Many opportunities if you can recognize them! #CMWorld

@CMIContent

 

@JohnRichardBell

Enjoyed #CMWorld chat this morning. Thanks to the organizers and contributors.

 

EXCELLENT hour today. I’ve got a few thought bones to chew on! Thanks @CMIContent + @lieblink and friends! #cmworld

@ChristinKardos

 

@lieblink @ZombieBurgerDM Love the use of short fiction in content marketing. Great engagement strategy. @CMIContent #CMWorld

@rachelformaro

 

@NickKellet Attempts at seduction gets me rolling my eyes… I want decent products, properly explained! #cmworld

@timoelliott

 

@ChristinKardos People are scared to contribute because they say they’re a bad writer. They don’t have to write! #cmworld

@martinlieberman

 

@JohnRichardBell thanks for joining us today! #CMWorld

@CMIContent

 

@ScottLum @ChristinKardos That! #cmworld

@NickKellet

 

@ChristinKardos great as always to have you with us! #CMWorld

@CMIContent

 

This has been SO MUCH FUN! (confession: it’s my first live tweetup) thanks you guys! #CMWorld

@lieblink

 

Thanks for the chat guys, it’s been awesome. See you all next week 😀 http://qub.me/xrrASW #cmworld

@wyzowl

 

Great chat everyone! Thanks for your insights #CMWorld” @#CMWorld

@PatrickHayslett

 

@martinlieberman YES! Stories can (and should) be told in so many different ways and formats. #CMWorld

@ChristinKardos

 

@CMIContent Thankfully, multiple forms of content = multiple ways to contribute. #cmworld

@martinlieberman

 

Thanks @CMIContent!! Great chat as awlys!! #CMWorld

@lttlewys

 

@lieblink You did an awesome job! #cmworld

@lindadessau

 

@lieblink we never would have guessed it! You rocked it! #CMWorld

@CMIContent

 

Thanks for the #cmworld chat this evening (Irish time). Cheers to all involved, an hour well spent.

@givory

 

@lieblink Seriously??? Wow. You nailed it. I’ll be reading the research. Thanks so much. #cmworld

@ChristinKardos

 

A6: Not sure how you would do it well without #tech – from the platforms to the tools to help spread and sign as “one” voice #CMWorld

@AlaureMktg

 

Thanks for the chat today @lieblink and @CMIContent! Same time, same place next week? 😛 #cmworld

@CrowdContent

 

@CrowdContent you know it! We’ll see you next Tuesday! #CMWorld

@CMIContent

 

Great #CMWorld chat today! Pumped up for the rest of the day. Now to write that blog post! @CMIContent @lieblink

@aktetreault

 

.MT @AgentPalmer A7: Well, every Org has a culture of content…hard part is defining whether or not this is a good or bad culture. #CMWorld

@AlaureMktg

 

Good talk, @lieblink + @CMIContent. Thanks for hosting 🙂 #CMWorld

@MKTinspirations

 

Thanks to @lieblink for joining us on our #CMWorld chat today! Great insights into the culture of content!

@CMIContent

 

@lieblink Never would’ve guessed. Well Done. #CMWorld

@mikemyers614

 

@givory honored you would spend part of your night with us! #CMWorld

@CMIContent

 

Gotta hop! Great chat today @CMIContent! #CMWorld And thanks to @SFerika for getting this on my radar! Nice to see you @AlaureMktg!

@rachelformaro

 

Enjoyed today’s chat. Thanks @CMIContent and everyone who participated 🙂 Enjoy the rest of your Tuesday! #cmworld

@beymourSEO

 

We’re feeling inspired! Thanks #CMWorld for a great chat.

@ChatterBuzzz

 

Terrific chat on great topic, thanks @lieblink @CMIContent and #CMWorld participants

@AnneJanzer

 

@aktetreault that’s what we like to hear! #WriteWriteWrite #Inspired #CMWorld

@CMIContent

 

Join us every Tues for #CMWorld chats! Next wk it’s traditional media and #contentmarketing w/@ctrappe http://t.co/FTZktnGKVm¬twitter¬chats/

@CMIContent

 

@lieblink Fantastic job! Looking forward to reading that report! #CMWorld

@rachelformaro

 

Fantastic #CMWorld chat today on the culture of content. Thanks for your great insights, everyone!

@UnionMetrics

 

@AnneJanzer have a great rest of the day, Anne! #CMWorld

@CMIContent

 

Thanks @CMIContent! Sorry I couldn’t keep up today. Maybe next week! Check out my blog post this week! http://www.reachandacquire.com/blog/2015/1/12/3-tips-for-creating-shareable-content #CMWorld

@rslawter

 

@CMIContent @lieblink Thank you both much. Great use of this time (as usual). Have a great week! #CMWorld

@mikemyers614

 

@aktetreault You can do it, Allie! That blog post is yours 🙂 #cmworld

@lindadessau

 

@beymourSEO you too! Hope to see you next week! #CMWorld

@CMIContent

 

.MT @mikemyers614 A7: creating a culture of content means stepping back & making org decisions and #contentstrategy before tactics #CMWorld

@AlaureMktg

 

@CMIContent Oooh the topic nxt week is very interesting! #cmworld Lookin’ forward to it 🙂

@CrowdContent

 

@rachelformaro hope you’ll join us again soon! #CMWorld

@CMIContent

 

Sorry I am late to #cmworld. Hope everyone is having a great day. On second thought, tweeting a lot this hour because of chat

@chevd80

 

Find more info on our friend @lieblink, visit http://www.rebeccalieb.com/blog #CMWorld

@CMIContent

 

Good virtual discussion @lieblink and @CMIContent. Be back next week! #cmworld

@LRMoore

 

@mikemyers614 you too, Mike! Awesome discussion today! #CMWorld

@CMIContent

 

Will we see you in 2015? Register for #intelcontent (http://t.co/wnfJdDgcu2) and #CMWorld (http://t.co/LXOLIYBwtg) today!

@CMIContent

 

@SparkerWorks good to hear it! #CMWorld

@CMIContent

 

Thanks again, @CMIContent & everyone else! I gotta jump, but I’ll be jazzed from your smarts all day. #CMWorld

@lieblink

 

@LRMoore see you then! #CMWorld

@CMIContent

 

 

Do Less Better: The Power of Strategic Sacrifice http://bit.ly/-dolessbetter #HR #SHRM #CMWorld

@JohnRichardBell

 

@CMIContent what time are the #CMWorld chats?

@ProsperStrat

 

Bottom up influencing to create a culture of content is really, really hard. #CMWorld

@av8r2000

 

@rachelformaro Great to see you here today, Rachel! 🙂 @CMIContent @AlaureMktg #CMworld

@SFerika

 

WARNING – knowledge overload! Thank you @CMIContent and @lieblink for an incredible #TwitterChat. #CMWorld

@K__Martin

 

@lieblink So glad you joined #CMWorld chat for your maiden voyage! It’s a blast, artfully orchestrated by @CMIContent, w/ THE best community

@carmenhill

 

@carmenhill you are too kind! But we have to agree…it’s one awesome community! #CMWorld

@CMIContent