Customer Experience & Content Marketing: A #CMWorld Chat with Susyn Elise Duris

CaptureAs a content marketer, you are likely focused on your audience, but are you thinking about their entire experience? Susyn Elise Duris joined our recent #CMWorld Twitter chat to lead the conversation on customer experience.

Want to learn more about customer experience? Read Experiences: The 7th Era of Marketing from Robert Rose and Carla Johnson. And read more from Susyn on Content Marketing Institute.

Were there tweets you wanted to retweet, respond to or favorite from this week’s chat? Visit this Storify link.

Q1: What is customer experience and how does content fit in the picture? #CMWorld

A1 – My favorite definition comes from Forrester: #CX is “how customers perceive their interactions with your company” #cmworld
@SusynEliseDuris

A1 CX is the sum of experience anyone has with a brand. Content can further it by giving them more reasons to connect/relate #CMWorld
@LUCYrk78

Wheels down @dfwairport. Checking in on my #CMWorld pals. http://t.co/xummJ8EmQq
@CTrappe

A1: For a company who recognizes how important their brand is, customer experience is EVERYTHING. #CMWorld http://t.co/WlSA0XZuLi
@Mr_McFly

A1: #CE is how people experience your brand, every touch, every time. #CMWorld
@mikemyers614

A1: CX is every interaction the customer has with – or in relation to – your brand #cmworld
@ardath421

@CMIContent A1: The total impact made on a customer’s impression from a series of touch points. Content is one great touch point. #cmworld
@bluekaboom

A1: Integrating content in all touch points with a business to improve the overall experience and drive profitable customer action #CMWorld
@MaelRoth

A1 – it includes the what (interactions) and the how (perceptions, feelings) #cmworld
@SusynEliseDuris

Great content can influence customer experience positively. Bad content can do the opposite. #CMWorld
@CTrappe

What we call CX, they call life.  #cmworld
@BrandedCartoons

#contentmarketing can move buyers and then customers along their perspective journeys. It’s the driver AND the glue. #cmworld
@SusynEliseDuris

Whoa. #truth #CMWorld  https://twitter.com/BrandedCartoons/status/608304350109306880
@CMIContent

Yes, it’s the sum of all experiences. #CMWorld  https://twitter.com/CTrappe/status/608304311282466816
@mikemyers614

A1 Customer experience is how people interact with your brand–and content is delivering what they want in a new and unique way #CMWorld
@AndreaMLehr

A1:  Relatable content influences customer loyalty #CMWorld
@connieurway

A1: Content sets expectations for the Customer Experience  #CMworld
@AnneJanzer

A1) It’s a collection of every touch point a user has with your brand. Content should provide solutions and a clear path to them. #CMWorld
@spyder_trap

A1 the perceived value of the exchange your customer has with you brand @CMIContent content adds value therefor improving cust exp. #CMWorld
@JessicaKohlFIT

A1: if customers find the content relatable and it solves a problem or provides a nifty solution they will likely come back!  #CMWorld
@aford21

If the content fails there really isn’t an experience at all. #cmworld
@BrandedCartoons

There are two keys to CX – empathy and curiosity…do you care about them? AND what are you willing to do to show them? #cmworld
@SusynEliseDuris

@JessicaKohlFIT @CMIContent Nice! #CMWorld
@ideakid88

A1: A good #CX, a person will buy; a bad CX, they won’t buy; a GREAT CX a person will stay. #CMWorld http://t.co/vYHfbUfi71
@Mr_McFly

Absolutely! #CMWorld  https://twitter.com/connieurway/status/608304652040290304
@LUCYrk78

Love this #CMWorld  https://twitter.com/SusynEliseDuris/status/608304780159643649
@CMIContent

@webmastergirl I love how smooth the loop is! LOL #CMWorld
@Mr_McFly

Boom. Yes, you are. “@MaelRoth: @CTrappe hey my favorite Düsseldorfer Content Marketer is here as well! 😀 #CMWorld”
@CTrappe

A1: Cust. Exp. also involves how the reader interacts with your content #CMWorld
@SueBrady

A1: Content is what creates the experiences that build relationships with customers – context, curiosity, conversations #cmworld
@ardath421

How your content is displayed and organized affects customer experience – confusing? difficult? or easy and seamless #cmworld
@lindadessau

Our goal as marketers is to move the lead to become a lifetime brand advocate. #CX and #Content have huge roles to play in this… #cmworld
@SusynEliseDuris

BOOM @aford21 And speaks to customer causes #CMWorld  https://twitter.com/aford21/status/608304747611684864
@connieurway

@AnneJanzer Very true! #CMWorld
@jeanbrunetHFX

More interactions! Gamification. Content fits perfectly in the picture when it guides the customer journey. #CMWorld https://twitter.com/CMIContent/status/608303808062439425
@CrowdContent

@CrowdContent It fills my heart! #CMWorld
@lindadessau

A1 A great customer experience doesn’t feel like it was designed at all. #CMWorld
@mikemyers614

Content as an experience: another great definition here @ #CMWorld  https://twitter.com/ardath421/status/608304951073341440
@MaelRoth

@Mr_McFly absolutely. We need to make them stay. A happy and satisfied customer is not enough. #cmworld
@SusynEliseDuris

Our goal as marketers is to not be marketers. Let’s be human. And if we can’t be human, let’s be hedgehogs. #cmworld
@BrandedCartoons

Q2: How can brands use content to help provide a better experience for customers? #CMWorld

Exactly! #cmworld https://twitter.com/mikemyers614/status/608305249032540161
@lindadessau

A1 People love to be helped. If your content is providing them with valuable info – you’ll generate a loyal following #cmworld
@lifeofaworkgirl

A1 Content is what drives customer experience–it ignites the two-way conversation between consumers and your brand #CMWorld
@AndreaMLehr

@Mr_McFly a GREAT #CX, a person will buy, stay and tell others! 🙂 #CMWorld
@jeanbrunetHFX

A2: Simple 🙂 Make sure content is relevant to them – your content can’t speak to everyone so focus is key #cmworld
@ardath421

A2: What does a customer expect from your content? Information? Entertainment? Direction? Serve them!#CMWorld
@Mr_McFly

#CX starts with brands wanting to become customer-centric. #cmworld
@SusynEliseDuris

@CMIContent A1) Customer Experience for me is how I can bring someone new into our family. #cmworld
@JedRecord

Both absotively and posilutely !#CMWorld  https://twitter.com/jeanbrunetHFX/status/608305436186537984
@Mr_McFly

No truer words #CMWorld  https://twitter.com/ardath421/status/608305554398834688
@CMIContent

A2 #Brands can use #content to deliver on consumer expectations. What do they want, need? #CMWorld
@mikemyers614

A2: Content can help set expectations – like if you are communicating about your shipping process for instance #CMWorld
@SueBrady

I prefer to treat my customers like community members. #CMWorld
@CTrappe

A1) Customer experience is everything. Great content can be a multiplier but will fall flat if the customer experience is poor! #CMWorld
@ideakid88

@CMIContent A2: Answer their questions. Clear up confusion. Show them a new or better way to use your product. #CMWorld
@webmastergirl

@lindadessau We’re working on our new site design. Content display is constantly on our mind. Asking ourselves why there? why this? #CMWorld
@CrowdContent

A2: EIU research found 75% biz execs want content that speaks to a business idea, not a purchase decision  #cmworld
@ardath421

@CrowdContent Awesome questions! #cmworld
@lindadessau

A2 – start with social listening. Then engagement. What do customers want? Then, craft your content to meet  that need.  #cmworld
@SusynEliseDuris

A2 – it’s all about meeting the need. #cmworld
@SusynEliseDuris

A2 – Create a personal connection, an emotion …  #cmworld
@TSNN_Rachel

Yes, help me solve a problem! #CMWorld  https://twitter.com/ardath421/status/608305919387168769
@mikemyers614

A1 Content needs to ask and answer customer questions, touch on pain points — it’s the “Hi, how are you?” starter in the CX. #CMWorld
@AngelaTuminello

A2 Create content that is useful to your consumers–it will elevate their interaction with your brand #CMWorld
@AndreaMLehr

A2: Use content to add value to the experience of being a customer – provide great, useful content #CMworld
@AnneJanzer

@JedRecord we love that – “family” #CMWorld
@CMIContent

A2: EIU research shows that 75% of biz execs want content that speaks to a business idea, not a purchase decision #cmworld
@ardath421

A2 **selflessly** educate & entertain @CMIContent #CMWorld
@JessicaKohlFIT

A2:  Content customers can use, identify and relate to  #CMWorld
@connieurway

A2) Great content is content that matches the user’s expectation. Keep it relevant & clear. Great customer experience will follow. #CMWorld
@spyder_trap

@AndreaMLehr You’re absolutely right. what’s useful to them. Not what you think is useful. Ask them. Voice of customer is VITAL. #cmworld
@SusynEliseDuris

@CMIContent A1 @CMIContent The most important tool of Twitter is staying informed. It’s intertwined w/customer service #CMWorld
@kkopacz1

@ardath421 that’s very interesting. Does this stat mirror what the customer wants?#CMWorld
@Mr_McFly

@JessicaKohlFIT something so many unfortunately forget #CMWorld
@CMIContent

A2. Content should solve problems, or at least entertain. Ideally it should do both! #CMWorld
@UnionMetrics

A2 It’s important to map customer touchpts with journey and connect that with content.  #cmworld
@SusynEliseDuris

Super excited for this! Coming this September at #CMWorld.  https://twitter.com/AmandaSubler/status/608289591641141248
@cmcphillips

Interview: Content Strategy Words of Wisdom from #CMWorld Keynote Kristina Halvorson http://buff.ly/1QHYFp0 http://t.co/pGkH3EfHgr
@toprank

#noted #CMWorld  https://twitter.com/goldasich/status/608306433084542977
@connieurway

@Mr_McFly @ardath421 Guess it depends if the folks they surveyed are your customers 🙂 But in my exp, yes it does #cmworld
@ardath421

A2: Tell a story to engage your customer. Feeling compelled to repost this link: http://www.suebrady5.com/make-me-care-the-power-of-the-story/ #CMWorld
@SueBrady

A2 Brands should use content to answer customers pain points – give them information they’re seeking in a timely manner, relevance #cmworld
@LUCYrk78

A2) Provide real value through content by giving tips that can make your customer’s life easier and solve problems quicker! #CMWorld
@ideakid88

Q3: Is customer experience something that should be considered from brand awareness all the way through purchase and advocacy? #CMWorld

A2 Provide content that will help customers beyond an interaction with your brand–show you care about more than your bottom line #CMWorld
@AndreaMLehr

Couldn’t have said it better, @UnionMetrics. #CMWorld  https://twitter.com/UnionMetrics/status/608306475694321664
@CrowdContent

A2 Mktrs need to understand that buyer & customer journeys are 2 separate animals. That’s where retention content mktg comes in.  #cmworld
@SusynEliseDuris

Great post regarding @ardath421’s tweet on ideas. She didn’t link, but I will 🙂 — Good read! #cmworld
@goldasich

A1 : Simplifying and bringing the brand’s products, features, benefits to a relatable, human level. #CMWorld
@AngelaTuminello

A3: YES – nuff said 🙂 #cmworld
@ardath421

A3: yes.  #cmworld
@BrandedCartoons

@ardath421 I can dig it. I’ve just experienced co.’s not consider the customer’s desire & wondering why what they did didn’t work #CMWorld
@Mr_McFly

“All marketing is communication, but not all communication is marketing” Sean Williams (@CommAMMO) c @ardath421 #cmworld
@jgombita

Great post regarding @ardath421’s tweet on ideas. She didn’t link, but I will 🙂 — Good read! #cmworld http://qub.me/GPPIUu
@goldasich

A2: content is how you connect to customers  #cmworld
@husamerciyes

@BrandedCartoons @ardath421 great minds think alike lol  #cmworld
@CMIContent

A3: Is CX something that should be considered from brand awareness all the way through purchase and advocacy? YES! #CMWorld
@SueBrady

A3 The answers is YES and #CX starts before you interface with customers.  #cmworld
@SusynEliseDuris

A3: The customer experience should always be considered. Unless you don’t want customers, of course. #CMWorld
@mikemyers614

A3) Yes. Absolutely. Of course. Mmmhmmm. Definitely. #CMWorld  https://twitter.com/CMIContent/status/608306819979579393
@spyder_trap

A3: Shoot. I used a GIF too early. I should’ve saved it for this “yes.”#PrematureMicDrop#CMWorld
@Mr_McFly

Very very very true 🙂 #CMWorld  https://twitter.com/jgombita/status/608307066143260672
@MaelRoth

A3. Yes to all of that #CMWorld
@BeantownReview

A2: Brands have to produce engaging content, both in online and live marketing #CMWorld #tradeshows #eventprofs  https://twitter.com/CMIContent/status/608305325083525120
@ExpoStars

@goldasich @ardath421 Thanks, Deana! #cmworld
@ardath421

A3 Absolutely–the goal is to maintain brand advocates, so customer experience is a top priority no matter what #CMWorld
@AndreaMLehr

So excited to be a part of the new @CMIContent documentary. Check out the new trailer here: http://thestoryofcontent.com #CMWorld
@TheSalesLion

A3 – I said earlier that #CX requires brands to be customer-centric, knowing this, brands also know  the customer owns the brand #cmworld
@SusynEliseDuris

A3 Absolutely – customer experience should be the focal point. The experience (even more than the product) can bring them back #cmworld
@lifeofaworkgirl

A3: Yes – the hard part is that many part of the organization have to work together to create a consistent end-to-end CX #CMWorld
@AnneJanzer

A2: content is your main tool to jab jab jab right hook or give give give then ask via @garyvee #cmworld
@husamerciyes

@CMIContent Q3: yes. It’s all about the customer experience. At each touch point focus on customers satisfaction.  #CMWorld
@anneke_aswegen

A3) Absolutely! Without successful customer experience, what is a business? Even the simplest email content makes a difference. #cmworld
@CrowdContent

@AndreaMLehr Brand advocacy is so important and a lot of times is an afterthought. #cmworld
@SusynEliseDuris

The Big Picture of Content Marketing Strategy #CMWorld eBook http://fb.me/4EgmzRogx
@imcijaye

3) It should be and then some. A great CE should be the goal every step of the way for your customers. It works for @zappos! #CMWorld
@ideakid88

.@toprank: Content Strategy Words of Wisdom from #CMWorld Keynote Kristina Halvorson http://buff.ly/1QHYFp0 http://t.co/4SjUbG3Y3y
@wagnerwrites

A3 Customer retention is a huge concern. Other companies will gladly offer a better CX at every ball drop. #CMWorld
@AngelaTuminello

@anneke_aswegen @CMIContent You nailed it – it’s all about the customer and their experience!! #cmworld
@SusynEliseDuris

Good point! #CMWorld  https://twitter.com/AnneJanzer/status/608307552648962048
@CMIContent

Sometimes the biggest! MT @CrowdContent: A3) Even the simplest email content makes a difference. #cmworld
@lindadessau

Stop Thinking Content, Start Thinking Resources http://buff.ly/1Jnnm9M via @cmicontent #marketing #CMWorld
@TechMillennials

A3: of course, some brands thinks we should annoy the customer until they a dead, and possibly longer.  #cmworld
@BrandedCartoons

A3: Absolutely!  Especially if you want multiple purchases and referrals from your customer. #CMWorld
@SMDGNWI

A3. Another way of answering this is by drinking some @BolthouseFarms Green Goodness #CMWorld They get the customer experience.
@BeantownReview

A3: It may surprise many of us in here how much customer retention is taken for granted… #Scary#CMWorld
@Mr_McFly

@CMIContent 1000%. Consistent consideration for customer experience is what gets customers TO the advocacy part. #CMWorld
@LydiaNicoll

@AngelaTuminello Agree. Too much focus on acquisition. It costs 6 x’s as much to acquire than retain customer. Retain, baby, Retain #cmworld
@SusynEliseDuris

Today I’m developing editorial content calendars & scheduling content on @hootsuite @CMIContent #CMWorld 🙂
@JennyMBurns

A3:  IMO The customer experience is intangible business goal #CMWorld
@connieurway

@AnneJanzer Yes and that is why they need to move from ROI to ROC or Return on Collaboration! #CMWorld
@ideakid88

@LydiaNicoll 1000%? Wow that’s total agreement lol  #cmworld
@CMIContent

A3: CX is an ongoing process from the time of your hiring of ur associates through purchase and advocacy  #cmworld
@husamerciyes

I’d debate that it is a very tangible goal & necessity my dear, @connieurway #CMWorld  https://twitter.com/connieurway/status/608308016698392576
@Mr_McFly

@ideakid88 Yes, another problem is using short-term metrics to measure long-term relationships! #CMworld
@AnneJanzer

Q4: How can marketers balance gated content to provide a richer experience vs. ungated to build relationships? #CMWorld

@ardath421 @Mr_McFly There needs to be more #contentmarketing focus on #retention.  #cmworld
@SusynEliseDuris

@CMIContent A2: Branded Twitter accounts attract customer service inquiries, comments and, of course complaints. Act quickly. #CMWorld
@kkopacz1

A3: Customer retention requires a cultural component. No amount of marketing is going to save an irate or “exit ready” customer. #cmworld
@goldasich

Interview: Content Strategy Words of Wisdom from #CMWorld Keynote Kristina Halvorson http://buff.ly/1QHYFp0 … http://t.co/Gv8Muxbrrx
@driannugroho

Maybe this fact answers the existential question as to why we’re here… :-)cc: @ardath421 #CMWorld” TARGET=”parent”>@SueBrady #CMWorld  https://twitter.com/ardath421/status/608308134826901504
@Mr_McFly

A3)Ri8 from awareness all d way 2 staying loyal n also having good words abt us, That’s our Existence/Survival – how they feel abt us #CMWorld
@PriyankaMylari

There needs to be more overall focus on customer retention, #contentmarketing included. #CMWorld  https://twitter.com/SusynEliseDuris/status/608308356961476608
@Mr_McFly

A4 – Re: gated content, be crystal clear about your purpose for gating content.  #cmworld
@SusynEliseDuris

A4: Loved @susyneliseduris’s LinkedIn post about gated content https://www.linkedin.com/pulse/gate-content-build-trust-your-choice-sue-duris #cmworld
@lindadessau

We focus more on customer detainment. A captive audience. #cmworld
@BrandedCartoons

A4: Don’t make your Customers work for content that helps you sell your wares. #gatedcanbebad #cmworld
@SueBrady

A4: bounce rate & non-completion is a good indicator. Always A/B test and test with segments  (too tactical? ^^) #CMWorld
@MaelRoth

@lifeofaworkgirl Yes, if you have a similar product/price to a competitor but superior experience, you’ll keep the business! #CMWorld
@SparkerWorks

A4 Gated content should provide additional value to highly targeted consumers while ungated content should reach a wider audience #CMWorld
@AndreaMLehr

I agree wholeheartedly @Mr_McFly intangibility s/b a necessity, but not always influences customer buy-in #CMWorld
@connieurway

Please do not gate content at top of the funnel, folks — that’s not the place. #cmworld
@SusynEliseDuris

A3: Customer “needs” are often *not* pretty. Leaders within orgs have to endorse the content that addresses the tough stuff. #cmworld
@goldasich

@AngelaTuminello By then it might be too late. Cost of acquiring a new customer is 6 to 7 times more than keeping existing ones. #CMWorld
@ideakid88

(Jumping in!) A4: It’s important to prove yourself as a SME in your field before asking people to exchange info for content. #cmworld
@iamgiarose

A4: To gate or not to gate…it’s a strategic decision that deserves much attention and deliberation. #plancarefully #CMWorld
@mikemyers614

A3: We think it works both ways, sometimes it starts with advocacy and goes back to brand awareness #CMWorld  https://twitter.com/CMIContent/status/608306819979579393
@ExpoStars

@AnneJanzer Yes! Content producers should work with customer support/cust experience to id pain points & address them #CMWorld
@SparkerWorks

@SusynEliseDuris I’m starting to think it should be either ungated or subscribed – as few gates as possible #CMworld
@AnneJanzer

Yes yes yes. #cmworld http://twitter.com/SusynEliseDuris/status/608308894335696896
@iamgiarose

A4 I think most people gate content for leads, but are the people registering for your content a lead? #cmworld
@SusynEliseDuris

A4 We spend a lot of time creating content ‘appetizers’ leading to the main dish (gated assets). Delicious but not too filling! #CMWorld
@AngelaTuminello

@connieurway @CMIContent doing well thanks! Glad to hear you’re great #CMWorld
@LydiaNicoll

@connieurway hmm… while very few things are 100%, I’d believe #CX influences buy-in more often than not. :-)#CMWorld
@Mr_McFly

Yes! #CMWorld https://twitter.com/MaelRoth/status/608308713473097728
@ideakid88

Good question #CMWorld  https://twitter.com/SusynEliseDuris/status/608309124250673152
@CMIContent

I once had a client that insisted we gate his entire blog. Surprisingly, after six-months, he asked us disable it.  #cmworld
@BrandedCartoons

@SusynEliseDuris true but hard thing to do when you’re an agency and the client was promised leads 🙂 #impatience #CMWorld
@MaelRoth

@Mr_McFly The hot new title in tech companies (and others) is “Customer Success Manager”. Focusing on retention and overall CX. #cmworld
@CrowdContent

http://www.m4comm.com/marketers-must-think-different-content-gating/ A good article on content gating. #cmworld
@SusynEliseDuris

Siloed focuses for marketing teams is an issue limiting content marketing aimed at retention @SusynEliseDuris @Mr_McFly  #cmworld
@ardath421

We do love our food metaphors here at #CMWorld https://twitter.com/AngelaTuminello/status/608309139345928193
@lindadessau

100% agree! So many times, I’ve chosen a brand over another because the experience was better #cmworld https://twitter.com/SparkerWorks/status/608308779159937024
@lifeofaworkgirl

@BrandedCartoons You don’t say? 😉 #cmworld
@lindadessau

@mikemyers614 We just grappled with this yesterday, and decided not to do it. #cmworld
@martinlieberman

And is the question you should answer before building a gate….#CMWorld  https://twitter.com/CMIContent/status/608309235361939457
@Mr_McFly

@lindadessau @AngelaTuminello first donuts and now appetizers!   #cmworld
@CMIContent

Yes #CX  is the key driver @Mr_McFly #CMWorld
@connieurway

@MaelRoth @SusynEliseDuris Do they want lead quantity or lead quality? That’s the question. #cmworld
@SusynEliseDuris

I’d rather focus on better targeting of my content, than gate content… #cmworld
@LUCYrk78

A4 con’t: Furthermore, consider the info you’re asking for. Mid funnel? Name & email only. Lower funnel? Ask for the phone #. #cmworld
@iamgiarose

Sounds like my morning. @CMIContent @lindadessau @AngelaTuminello first donuts and now appetizers!   #cmworld
@BrandedCartoons

Truth #CMWorld  https://twitter.com/LUCYrk78/status/608309558977560576
@CMIContent

@AngelaTuminello Yes, that’s a great approach— still make the appetizers those of value though; makes main more appetizing! #CMWorld
@SparkerWorks

THIS #CMWorld  https://twitter.com/LUCYrk78/status/608309558977560576
@connieurway

@BrandedCartoons A gated blog? Now I’ve heard it all…. #CMworld
@AnneJanzer

@iamgiarose Exactly right. But also, leads are more qualified AFTER they’ve engaged with your content. #CMWorld
@martinlieberman

@martinlieberman Smart. Not that you didn’t gate it, but that you decided not to do it. Most don’t think enough about it. #CMWorld
@mikemyers614

@BrandedCartoons @lindadessau @AngelaTuminello #winning #cmworld
@CMIContent

@CMIContent They may or may not be a lead; analytics can inform this. And, either way, they o/w are in the community of your leads. #cmworld
@njh287

A4) If you’re going to have gated content, there needs to be a good goal behind it and the users should have clear expectations. #CMWorld
@spyder_trap

A4: Need to consider value exchange for gated. Does your audience see the value? What will you get that you can use? #cmworld
@ardath421

@ardath421 @SusynEliseDuris @Mr_McFly Now there is a new silo forming – who owns customer? CX? Marketing? Sales? #cmworld
@SusynEliseDuris

Before you gate, ask yourself the question: Am I being an idiot? #cmworld
@BrandedCartoons

Q5: What are some things our industry is doing that should be immediately tweaked to increase the customer experience? #CMWorld

.@SusynEliseDuris Not all downloaders are leads – but don’t underestimate good #contentmarketing’s ability to nurture a contact  #cmworld
@kgriwert

@lindadessau @AngelaTuminello I think we just love our food. #hungry #lunchtime #cmworld
@martinlieberman

@BrandedCartoons Good question to ask in general, don’t you think? 🙂 #CMWorld
@mikemyers614

@SusynEliseDuris right you are but sometimes customers are hard to convince 🙂 #CMWorld
@MaelRoth

@ardath421 Yes. AND Yes. When I see free pdf download yet I have to give up my info, how is that free? #cmworld
@SusynEliseDuris

Agreed! Lead qualification is never factored in right away. It’s a flaw! #cmworld http://twitter.com/martinlieberman/status/608309687268855809
@iamgiarose

@SusynEliseDuris @ardath421 value is key for gating content.  #cmworld
@SusynEliseDuris

A5 OVERBRANDING CONTENT #offmysoapbox #CMWorld
@AndreaMLehr

@CMIContent A5 Organizing content better so it’s not overwhelming, so individuals find what they need #cmworld
@lindadessau

@SusynEliseDuris @Mr_McFly Predictions say that marketing will own customer – I say there’s a ton of work to be done! #cmworld
@ardath421

@AndreaMLehr all caps. You mean business.  #cmworld
@CMIContent

Register for #CMWorld to see @randfish @unmarketing @annhandley and more. Save $100 with code MEDIA. http://cmi.media/15cmw
@commPRObiz

A5) I am against gating content as it should be available to all. Differentiate customers by customer service: good and then great. #CMWorld
@ideakid88

A5 not putting enough value in face to face. SM can’t replace the value of giving someone your full time and attention #cmworld
@LUCYrk78

A4: Commit to the audience. Understand who you’re NOT speaking to, in addition to who you are. #cmworld
@goldasich

Maybe stop calling people after downloading one asset? #JustSaying #CMWorld  https://twitter.com/CMIContent/status/608309835809976320
@MaelRoth

Register for #CMWorld to see @randfish @unmarketing @annhandley and more. Save $100 with code MEDIA…. http://fb.me/7tUgTeD6X
@commPRO_Social

A5: Stop being boring.  #cmworld
@BrandedCartoons

Just discovered this #contentstrategy/#contentmarketing weekly chat! >> #CMWorld << hosted by @CMIContent
@JennyMBurns

A5: Things that hurt the #CE in #contentmarketing? Auto-messages, abusing marketing automation. In general, being a robot.  #CMWorld
@mikemyers614

@SusynEliseDuris @ardath421 @Mr_McFly  Marketing has to play well with Customer Success teams. #CMworld
@AnneJanzer

@AndreaMLehr And overselling in content! #CMWorld
@SueBrady

A5: Stop putting forms in front of everything. Trust in the content & the consumer. If it’s good content, I’m coming back. #cmworld
@iamgiarose

A5:  Speak more globally and not at customers #CMWorld
@connieurway

A5: Improve segmentation and associated relevance of content – match to context  #cmworld
@ardath421

Sometimes the difference between gated/ungated content is simple modifications such as presentation or delivery. #cmworld
@CrowdContent

A5: Also creating content for the sake of creating content (usually not good). #CMWorld
@mikemyers614

A5) Leap to sales tactics before providing enough value or nurturing.  #cmworld
@ChristinKardos

A5 Being “too busy.” I.e. Not responding fast enough, only responding to the “big guys,” putting out YOUR content not our consumers #cmworld
@LUCYrk78

A5: Your content should have clear goals and a strategy attached. #CMWorld
@SueBrady

A5 And providing content for the sake of content–it should be compelling and have value, otherwise it’s white noise #CMWorld
@AndreaMLehr

A5: No more I download a white paper and sales follows up with demo offer – Just Stop It! #cmworld
@ardath421

Less volume for volume’s sake. Simplify to amplify.   #cmworld
@BrandedCartoons

A5 – It comes back to perceived need. Are we meeting it with content? Based on surveys I have seen, the answer is NO.  #cmworld
@SusynEliseDuris

A5 Producing content for audiences en masse. We need to think more one to one. #CMWorld
@martinlieberman

@ardath421 Yes! Or a creepy call five minutes later! #CMWorld
@mikemyers614

A5) Stop the “I see that you’re looking to leave the page” pop-ups. Stop pop-ups. #CMWorld
@spyder_trap

A5) Overzealous email cadence. I said I like you… don’t try to put a ring on it.  🙂 #cmworld
@ChristinKardos

A5. Better use of UX design, better CTA design, incorporate more graphics. There are so many to list #CMWorld
@BeantownReview

A5) (for real) Get rid of sales clutter on their websites. Stop asking before giving. Make CE as frictionless as possible. #CMWorld
@ideakid88

Great point Martin! #CMWorld  https://twitter.com/martinlieberman/status/608310692920311808
@LUCYrk78

A5: Less text more images – catch user’s attention! + pictures = 1,000 words 😉 #cliche #CMWorld @CMIContent http://t.co/vdQjunWDDv
@JennyMBurns

Q5 @CMIContent wear more orange #cmworld
@BrianKolb

@CMIContent A3. Promote the premium content across all social media. Only Gate downloads. Non-gated content=Greater Experience #CMWorld
@kkopacz1

#brillant #CMWorld  https://twitter.com/ChristinKardos/status/608310786985984001
@connieurway

@CMIContent A5. Too much content about our branded products. Have more helpful and engaging content. #CMWorld
@jeanbrunetHFX

@lindadessau @MaelRoth @CMIContent Amen to that! #CMWorld
@martinlieberman

A5 Step into audience shoes before publishing. Find and present the value, skip the fluff… even the really pretty fluff. #CMWorld
@AngelaTuminello

A5: Being too self-promotional. “Look at me, look at me” rather than “How can we make your life easier, dear customer?” #CMWorld
@webmastergirl

@ardath421 Albee that is the quote of the day, LOVE IT and couldn’t agree more! Stop selling me after I download your content! #cmworld
@SusynEliseDuris

@ChristinKardos thanks for the Beyoncé ear worm…. #cmworld
@jgombita

Focus! #CMWorld  https://twitter.com/martinlieberman/status/608310692920311808
@CMIContent

A5: Assuming they know what the customer wants. Let’s try speaking to them in a meaningful way! #cmworld
@BuyerSynthesis

@AndreaMLehr Ha! You must be smart  🙂  #CMWorld
@mikemyers614

A5: Making a sales call right after you download gated content that’s top-of-the-funnel! #CMworld
@AnneJanzer

@jgombita Haha!!  Sorry(ish).  🙂 #cmworld
@ChristinKardos

@CMIContent I could also add: stop being creepy with tracking. “We’ve seen you visited our page repeatedly in the last few weeks”^^ #CMWorld
@MaelRoth

A5: Stop selling to leads that aren’t leads. Just because I downloaded your WP doesn’t mean I’m ready to sign on the dotted line. #cmworld
@iamgiarose

Yesssssss! #CMWorld #TeamOrange  https://twitter.com/BrianKolb/status/608310901079302144
@CMIContent

Definitely! I’m not even sure I want to have dinner yet…the drinks and brief chat were just fine 🙂 #CMWorld  https://twitter.com/christinkardos/status/608310786985984001
@ActualKats

@mikemyers614 @ardath421 Did test that for a client (call with 30 mins); didn’t work but the creepy factor didn’t come up on calls #CMWorld
@SueBrady

A5 – also we have to engage more – and it starts with employee engagement. Engage customers = retained customers = brand advocates! #cmworld
@SusynEliseDuris

@CMIContent A3) Absolutely. The greater the customer experience, the greater chance that they will become brand advocates #CMWorld
@kkopacz1

@ardath421 @SusynEliseDuris BREAK THE SILOS DOOOOOOOOWWWWN! Sorry, I had to do it. #CMWorld http://t.co/6jCElWwMMi
@Mr_McFly

A simple thing to do that’s often overlooked! #CMWorld  https://twitter.com/lindadessau/status/608310169332760576
@UnionMetrics

Creepy calling is the future of marketing! @mikemyers614 @ardath421 Yes! Or a creepy call five minutes later! #CMWorld
@BrandedCartoons

@MaelRoth yea that is pretty creepy #cmworld
@CMIContent

A5 Quantity over quality. Content should be relevant to the audience & well produced.  #cmworld
@lifeofaworkgirl

The Big Picture of Content Marketing Strategy #CMWorld eBook http://www.toprankblog.com/2015/06/cmw-content-marketing-strategy-ebook/ via @toprank
@NealCranna

A5: Sounds like we need to set expectations with our sales team partners (1 open does not a hot lead make) #cmworld
@goldasich

@BrandedCartoons @ardath421 Please tell me you’re kidding! #CMWorld
@mikemyers614

@ChristinKardos I wonder if she is sorry(ish) about the BIG I’M A VEGAN announcement (that backfired)?! #cmworld
@jgombita

Q6: What are some metrics used to gauge the customer experience? How can we measure/track this? #CMWorld

@ardath421 SO annoying! #CMWorld
@carmenhill

A5) Talking (output) when listening should be done.  Be still… you might hear what I’m saying I want.  #cmworld
@ChristinKardos

I’m thinking more like 350 words, but I get your point 🙂 @JennyMBurns @CMIContent #CMWorld
@BeantownReview

@webmastergirl Agreed! #cmworld
@BuyerSynthesis

A5 – Also, take Voice of the Customer (#VoC) seriously. Feedback should be at every touchpt and do something with the feedback! #cmworld
@SusynEliseDuris

What could be tweaked? Less regurgitating what one another is saying. Headline tag, you know?! Original makes CX so much nicer. #cmworld
@CrowdContent

@AnneJanzer @SusynEliseDuris @ardath421 everyone has to work together for optimal effect. #ChangeTheBizWorld#CMWorld
@Mr_McFly

I’m always kidding. Haven’t you learned that by now? @mikemyers614 @BrandedCartoons @ardath421 Please tell me you’re kidding! #CMWorld
@BrandedCartoons

A5 Continuously publishing & not engaging. Audiences want more from a brand than auto published content #cmworld
@lifeofaworkgirl

A6: Best metric for customer satisfaction = repeat business. #cmworld
@goldasich

THIS my point earlier #CMWorld  https://twitter.com/goldasich/status/608311318865707008
@connieurway

A6) Repeat business and traceable referrals are the best. I’ll come back and/or tell a friend if you nailed it. #cmworld
@ChristinKardos

A6: We measure brand health and total unaided brand awareness…but nothing is better than simply asking every once in a while. #CMWorld
@mikemyers614

Gr8 point! @AngelaTuminello: We spend a lot of time creating content ‘appetizers’ leading to the main dish (gated assets). #CMWorld
@Mahi2weets

Absolutely! #CMWorld https://twitter.com/goldasich/status/608311544204693504
@CMIContent

@MaelRoth hate when I dwnld a piece of content & then suddenly get every email blast possible if its related to what I want or not! #CMWorld
@LydiaNicoll

@BrandedCartoons @ardath421 I’ve actually come to rely on it. #CMWorld
@mikemyers614

Add some blue to this mix and you got yourself a Florida Gator. @CMIContent #CMWorld
@BeantownReview

@SusynEliseDuris Every time I send a @FreshBooks email they ask if I also want to ask the customer how we’re doing #cmworld
@lindadessau

CX starts with Net Promoter score (NPS) – “how likely are you to recommend our brand to your friends, family and associates” #cmworld
@SusynEliseDuris

A6 Social shares is huge, especially when I look at my guest posts–high social traction means readers found value! #CMWorld
@AndreaMLehr

A5 Literally 5 secs into reading your blog & I’m asked to subscribe… Give me a minute to finish reading first! #cmworld
@lifeofaworkgirl

@BrandedCartoons @ardath421 @mikemyers614 Let’s hope they don’t start using follow-up drones instead of calls #CMworld
@AnneJanzer

Sales enablement needs more attention @goldasich: A5: Sounds like we need to set expectations with our sales team partners  #cmworld
@ardath421

LOL Good one Christin! #CMWorld  http://gph.is/VwXNdW?tc=1 via @giphy https://twitter.com/ChristinKardos/status/608310786985984001
@ideakid88

Neal Cranna | ContentIs.Us: The Big Picture of Content Marketing Strategy #CMWorld eBook… http://dlvr.it/B8gttl http://t.co/7Eo9WYVLQn
@ContentIs_Us

@BeantownReview or old schools #Cavs 🙂 #cmworld
@CMIContent

Q5 Whatever we need to tweak, we all need better integration; that’s what drives the experience #CMWorld #eventprofs  https://twitter.com/CMIContent/status/608309835809976320
@ExpoStars

@AndreaMLehr Agree.  I like to look at this along with bounce rate. Are they just sharing or are they actually reading, too? #cmworld
@ChristinKardos

A6:  Simple, centralized standards to access customer feedback #CMWorld
@connieurway

@ardath421 Indeed. We’re finding that, big time with our clients. VERY large chasm between sales and marketing. #cmworld
goldasich

A6: Heatmaps & behavior. Are they clicking back instead of filling out my form? Maybe the content isn’t valuable enough for my info #cmworld
@iamgiarose

@mikemyers614 exactly! Get your head out of analytics and pick up the freakin’ phone. #ThingsDataDoesntTellYou #CMWorld
@MaelRoth

It’s like going to a bar & someone shoving their phone number in your face “Excuse me, do I know you?” :-)#CMWorld  https://twitter.com/lifeofaworkgirl/status/608311790301245442
@Mr_McFly

A5: Target a specific audience and focus on them rather than trying to “win social media” by having the most followers #CMWorld
@SMDGNWI

but don’t put all your eggs in the NPS basket because the truth is NPS can be a dead metric – you have to be careful with surveys. #cmworld
@SusynEliseDuris

A6 Key words that are associated with the brand. Gauge whether the majority of customers are happy or not #cmworld
@lifeofaworkgirl

@MaelRoth yes! Need to remember to create ‘relationship’ no one likes a pushy or needy partner! #CMWorld
@LydiaNicoll

@Mr_McFly @lifeofaworkgirl best analogy! #CMWorld
@CMIContent

Not one fair customer has been acquired via survey alone…That was my attempt at a Shakesperian thing #CMWorld  https://twitter.com/SusynEliseDuris/status/608312195194232832
@Mr_McFly

Got to leave this one a little bit early! Really happy to join in again – catch you all next week!  #cmworld
@lifeofaworkgirl

What is NPS? MT @SusynEliseDuris: NPS can be a dead metric – you have to be careful with surveys. #cmworld
@lindadessau

brands must perform Win-Loss Analysis – it’s not about sales won or lost but perceptions they have , use insights to improve #CX.  #cmworld
@SusynEliseDuris

Putting these on your site makes a huge difference! No longer guessing where ppl click/can make changes #CMWorld  https://twitter.com/iamgiarose/status/608312101061464064
@SparkerWorks

@lindadessau @SusynEliseDuris NPS = net promoter score #cmworld
@SusynEliseDuris

A6) Customer retention and growth plus my all-time favourite: increasing sales.  http://gph.is/179Ipet?tc=1 via @giphy #CMWorld
@ideakid88

A6: Patterns of engagement – are they productive, demonstrate intent – or random? #cmworld
@ardath421

A5: Donuts. Lots and lots of donuts.  #cmworld
@WALToONs

So, so true. #cmworld  http://twitter.com/SusynEliseDuris/status/608308894335696896
@lizdaponte

Q7: Should customer experiences vary at different points in the funnel? How do you adapt content to do so? #CMWorld

A6: also share of account – how many of the buying committee or user team are interacting with your content? #cmworld
@ardath421

Um can @CMIContent can #cmworld handle @JohnCleese and me at the same time?
@BrianKolb

Other metrics – calculating Customer Lifetime Value (CLV), conducting surveys around events/touchpts (focus on voice of customer) #cmworld
@SusynEliseDuris

and track retention rates… #cmworld
@SusynEliseDuris

A6 Yes, @lifeofaworkgirl Sentiment analysis across social channels #CMWorld  https://twitter.com/lifeofaworkgirl/status/608312298407661568
@AngelaTuminello

A6: Does anyone use Economic Value to the Customer (EVC), as in this HBR article http://ow.ly/O5pAq #CMworld
@AnneJanzer

A7: The deeper in the funnel, the more personal content can become. Email content can get more casual, more deliberate, etc.  #cmworld
@goldasich

A7: Absolutely – goes to journey and buying process – pre-sales is different context than evaluation for example #cmworld
@ardath421

@lindadessau @SusynEliseDuris Linda, It’s a measure of how likely people are to recommend you to others http://www.netpromoter.com/why-net-promoter/know #CMWorld
@mikemyers614

@AnneJanzer Definitely had some negative experiences just like this. #CMWorld
@UXcelsior

A7: The experience should naturally grow over time for the customer. Find ways to give them what they didn’t even know they wanted #CMWorld
@Mr_McFly

Interview:  Kristina Halvorson #Contentstrategy Words of Wisdom – #CMWorld  http://bit.ly/1KZtdnN
@Paul_CTH

I downloaded your PDF today  http://linkd.in/1JH4z9w #contentmarketing #contentstrategy #CMWorld http://t.co/a89tYfYwCM
@ppawlus

@lindadessau it’s about someone’s willingness to promote your brand. Scale of 0-10. 9-10 promoters, 7-8 passives, 0-6 detractors #cmworld
@SusynEliseDuris

A7: Deeper funnel content also addresses the buyer’s need to justify the sale internally.  #cmworld
@goldasich

@mikemyers614 @lindadessau @SusynEliseDuris Ah, sounds like a very good thing, but I can see how could be easily skewed like Klout #cmworld
@lindadessau

Acknowledge the experiential value of content instead of its functionality. Worry about formats & emotions. #CMWorld https://twitter.com/CMIContent/status/608312880321019904
@MaelRoth

@SusynEliseDuris Thanks! #cmworld
@lindadessau

A7:  IMO Customer experience s/b looked at globally… the whole picture #CMWorld and adapt content up the funnel
@connieurway

@lindadessau @mikemyers614 @SusynEliseDuris wait, Klout can be skewed? 🙂  #cmworld
@CMIContent

A7 CX shouldn’t vary in terms of content quality, but responding to what they want to see and creating that content is essential #CMWorld
@AndreaMLehr

A7: The experience should always be a good, but adapt content to its intent, e.g. persuade vs inform #cmworld http://twitter.com/CMIContent/status/608312880321019904
@BuyerSynthesis

A7: Customer experiences should change every time their expectations do.  #CMWorld
@mikemyers614

A6 cust. exp should change in what you provide to help with where they are in their journey but message and values need consistency #CMWorld
@LydiaNicoll

A7 – Yes – it depends on what phase you are in the buyer journey – top/middle/bottom of funnel… #cmworld
@SusynEliseDuris

Customer experience should be great in all parts of the funnel. #cmworld
@CTrappe

A7: It’s about story telling and angles. The same content can capture those just discovering your brand and loyal customers alike. #CMWorld
@SMDGNWI

This #CMWorld  https://twitter.com/mikemyers614/status/608313615763046400
@CMIContent

A7: Of course, if you treated someone the same way every time you saw them you’d never develop a friendship.  #cmworld
@BrandedCartoons

@CMIContent @lindadessau @SusynEliseDuris Yeah, nothing is perfect (except maybe Ohio State football). #CMWorld
@mikemyers614

A7: Yes. CX should be appropo for where a customer is in the funnel #CMWorld
@SueBrady

@CMIContent Could it depend on other behaviors? OR 2nd download email touch time or prompt for newsletter sub. 3rd visit, call. #CMWorld
@UXcelsior

@CMIContent @lindadessau @mikemyers614 Ah, she made a funny! #cmworld
@SusynEliseDuris

@CMIContent A4. Great question Sue. Personally, I doubt that they are qualified leads. Just people who want the whitepaper. #CMWorld
@kkopacz1

A7: Absolutely! There should be conversations, higher trust & in-depth pain point solutions further down the funnel. #cmworld
@iamgiarose

Hey @mikemyers614, do you need this? #CMWorld @LUCYrk78 loves the GIF 🙂 http://t.co/KsaTvdZwvr
@Mr_McFly

A7 every relationship lasting any amount of time will naturally deepen the more each party gets to know one another- no dif here #CMWorld
@LUCYrk78

@goldasich Was trying to put that into words. You nailed it. It’s like building a friendship. More casual as it progresses. #cmworld
@CrowdContent

But the last thing you should do is tell a customer in your funnel that they are in your funnel.  #cmworld
@BrandedCartoons

THIS MT @kkopacz1: @CMIContent A4. Great question Sue. Personally, I doubt that they are qualified leads. Just want white paper  #CMWorld
@SusynEliseDuris

Amen and Awomen to this! #CMWorld https://twitter.com/mikemyers614/status/608313615763046400
@ideakid88

A3. #CX should be top priority throughout the funnel & after. Basis of customer relationships. #CMWorld
@UXcelsior

@BrandedCartoons Yet that’s exactly how I feel every time I get a call after downloading something! #cmworld
@lindadessau

Unless you’re Six Flags and The Funnel is your newest ride…#CMWorld  https://twitter.com/BrandedCartoons/status/608314012674211841
@Mr_McFly

@Mr_McFly @LUCYrk78 Oops, did I drop my mic? #CMWorld
@mikemyers614

@Mr_McFly @mikemyers614 it’s my FAVE. #CMWorld (even tho I hate HIM)
@LUCYrk78

A7: Plus, consumers should see an increase in their info requested from brands the further down the funnel they are. #cmworld
@iamgiarose

@BrandedCartoons So many good analogies in #CMWorld today!
@BuyerSynthesis

A7 – there is element of consistency across touch pts – which is core brand messages must be the same otherwise there is confusion #cmworld
@SusynEliseDuris

Q8: What has been your best customer experience through content marketing? What makes them great? #CMWorld

@njh287 @CMIContent I agree. Only analytics can inform us. Are there any statistics as to what % on avg. turn into qualified leads? #CMWorld
@kkopacz1

Q7: Definitely. In live marketing adapt both content and approach. Rule #1 Personalise #CMWorld  #tradeshows  https://twitter.com/CMIContent/status/608312880321019904
@ExpoStars

A7 Customers don’t worry too much about their CX until they have a bad one. Focus on creating good CX but also fixing the potholes #CMWorld
@AngelaTuminello

A7. The customer experience in that moment should be unique, but never deviate from message & level of #CX. #CMWorld
@UXcelsior

@MENGonline Had a great conversation with Greg Gaines yesterday, btw.  #cmworld
@SusynEliseDuris

A8 the more personal brands are able to make their content the better- when I read it and think “whoa. That’s SO me!” #CMWorld
@LUCYrk78

@AngelaTuminello which starts well before interactions with customers. #cmworld
@SusynEliseDuris

@CMIContent I enjoyed the follow up messages I got after I purchased @sugru – very good customer experience #cmworld
@lindadessau

@LUCYrk78 the reaction we all want!  #cmworld
@CMIContent

A8. For me the best #cx happens when a company recognizes what they’re providing that helps me, then they deliver more. #CMWorld
@UXcelsior

A8: Last weekend, had a bad experience with @timewarnercable (shocker), then had a great experience at, wait for it, @Sears (!) #CMWorld
@mikemyers614

@CMIContent I agree. The goal is to make sure that your content is relevant to your target audience. Gated content is gravy #CMWorld
@kkopacz1

A8 – my favorite brands who do #CX right include @tacobell @experian @amazon @apple @nordstrom #cmworld
@SusynEliseDuris

I think the concern is still there. It’s just that they’re not as vocal unless it’s bad… or GREAT #CMWorld  https://twitter.com/AngelaTuminello/status/608314510315651072
@Mr_McFly

@CMIContent A8: @buffer is always in-depth, thoroughly researched, and inherently useful #CMWorld
@bluekaboom

@CMIContent #lifegoals #CMWorld
@LUCYrk78

@mikemyers614 @Sears would love to hear about the good! #cmworld
@CMIContent

A8 Answering Content Marketing Institute is cheating… @CMIContent  #CMworld
@AnneJanzer

CX is one thing, customer stalking is another. The best brand experiences know when to back off.  #cmworld
@BrandedCartoons

A8 Also @welldotca does a very good job with #CX after purchases – keep me in the loop re: status, etc., make me feel valued #cmworld
@lindadessau

@AnneJanzer shucks #cmworld
@CMIContent

Word. #CMWorld  https://twitter.com/BrandedCartoons/status/608315042719797248
@Mr_McFly

Interview: Content Strategy Words of Wisdom from Kristina Halvorson #CMWorld http://swyy.co/0iATf5Z
@cjwither

In fact, Steve Jobs GOT #CX when the Mac (1984) came out. It’s not about product, it’s about the customer. #cmworld
@SusynEliseDuris

A8b. If they’re helpful, like @buffer blog content for copywriting, social, etc., of course I’ll be interested in the service #CMWorld
@UXcelsior

@CMIContent A8: @buffer is always in-depth, thoroughly researched, and inherently useful. PLUS THEY GAVE ME STICKERS #CMWorld
@jonsaxton

@CMIContent @Sears Really knowledgeable person, let me shop but always there with answers. Then made the buying process painless. #CMWorld
@mikemyers614

A7: Time from time customer values change Adjust touch points and content will follow #CMWorld
@connieurway

@CMIContent A5. Less text, more images, Infographs and video. Today’s audience has a short attention span. #CMWorld
@kkopacz1

Lots of @Buffer fans in today’s chat!  #cmworld
@CMIContent

A8 Loved @netflix’s recent collaborations with publishers that provide additional insight into show topics (e.g. HOC and OITNB) #CMWorld
@AndreaMLehr

A8 Great content marketing turns on a lightbulb in a dark room, providing that ‘aha!’ of understanding – brings closer to buying. #CMWorld
@AngelaTuminello

@mini has always done a good job a melding the offline with online experiences. #cmworld
@BrandedCartoons

A8 Here’s an example via @TheAtlantic for @HouseofCards: http://www.theatlantic.com/sponsored/house-of-cards/the-ascent/271/ #CMWorld
@AndreaMLehr

A8 great CX companies to me: @WholeFoods, @NBRunning, @FitFluential #CMWorld
@LUCYrk78

A8 Great content marketing makes everyone feel like an individual. #CMWorld
@flic92

A8: Finding what I need + learning something new. Going above & beyond is important in any #CX situation #cmworld http://twitter.com/CMIContent/status/608314386151702528
@BuyerSynthesis

@Mr_McFly This was my exact mental image thank you #CMWorld http://t.co/02HvKyVVGR
@SparkerWorks

A8: @CruiseNorwegian is awesome especially if you are a return cruiser. Videos, your own “webpage” makes you excited for trip!  #CMWorld
@webmastergirl

@Buffer rocks #CMWorld  https://twitter.com/CMIContent/status/608315335796736000
@connieurway

A8 I’ve had great exp with smaller businesses because they’re not at scale – personal interactions still rock #CMworld
@AnneJanzer

http://www.m4comm.com/customer-experience-mindset-is-key/ Here’s an article about #CX and #customercentricity must be a mindset change to be successful.  #cmworld
@SusynEliseDuris

@buffer is so good, consistently, too! #CMWorld
@LUCYrk78

@KipMeacham hey Kip! Q8: What has been your best customer experience through content marketing? What makes them great? #cmworld
@CMIContent

@CMIContent @mikemyers614 @Sears Seriously typing the same re Sears! Great CX waiting for install w/ texting to keep me informed #CMWorld
@SueBrady

@SparkerWorks that’s because we’re on the same wavelength… #YouMayWantToBeScared :-)#CMWorld
@Mr_McFly

TY, @mikemyers614 @CMIContent! #cmworld
@KipMeacham

A8. Best experience is making P1 of Bing & P2 of Google for piece the customer loved. @CMIContent And I’m a novice at this. #CMWorld
@BeantownReview

We’ll spend the last few minutes asking @susyneliseduris questions. Ask now! #CMWorld
@CMIContent

@SueBrady @CMIContent @Sears Not the first brand that would pop into my mind, but they can surprise and delight! #CMWorld
@mikemyers614

A8 Student loans are basically the worst thing ever but @Nelnet CX actually makes it bearable. I think they get how much it sucks  #CMWorld
@LydiaNicoll

@AnneJanzer I think small or large, if they get the customer is at the center of growth and market share increase, they’ll win. #cmworld
@SusynEliseDuris

The following brands do a great job of creating an engaging customer experience on an ongoing basis: @Etsy, @canva, @TEDTalks. #Cmworld
@CrowdContent

@SueBrady @CMIContent @mikemyers614 @Sears Good to hear that improvement is possible! #cmworld
@lindadessau

@connieurway Awww — back at you, Connie 🙂 #cmworld -Nicole
@buffer

A Content Marketers Checklist: Editorial Calendar Essentials  via @cmicontent #cmworld http://ow.ly/Fl65u #BizTip
@5StarWebsites

@SusynEliseDuris Absolutely – easier to build in from the start of a business than to add on at the end #CMworld
@AnneJanzer

A8. @ChrisBrogan does a fine job of creating value through the way he eats his own #ContentMarketingDogfood. @CMIContent  #cmworld
@KipMeacham

Let me ask a question – how is #CX treated in your companies?  #cmworld
@SusynEliseDuris

@CMIContent Aw – we’re blushing over here! Hope you’re having a rocking #cmworld chat! 🙂  -Nicole
@buffer

Hey @SusynEliseDuris do you see a big difference in online and offline CE. Most think online, but not everything is sold that way. #CMWorld
@mikemyers614

@CMIContent A6 Great customer satisfaction leads to the sale. There are tools to track this information Should be a KPI for your Biz #CMWorld
@kkopacz1

@iamgiarose @ChristinKardos The foundation of social selling is building relationships instead of cramming people down funnels. #cmworld
@joshmccormack

I don’t mean to brag, but I’m about to visit our friends at Orbit Media! @orbiteers @crestodina #cmworld
@carmenhill

@jonsaxton @CMIContent Thank you for the awesome shout out! 🙂 Did you find a good home for the stickers? 🙂 #cmworld -Nicole
@buffer

@SusynEliseDuris Oh, it’s just starting to get the attention it deserves. Starting. #CMWorld
@mikemyers614

Since my company always looks at the brand first, experience is infused into everything. #CMWorld  https://twitter.com/SusynEliseDuris/status/608316190331686912
@Mr_McFly

The Big Picture of Content Marketing Strategy #CMWorld eBook http://ow.ly/O4IIV
@sukoepf

THIS #CMWorld  https://twitter.com/joshmccormack/status/608316348159148032
@connieurway

@MSLJim – @buffer provides so much more than the app. Their dedication to helping their customers/communities that sold me #CMWorld
@UXcelsior

@carmenhill @orbiteers @crestodina we may be a bit jealous! #CMWorld
@CMIContent

The case for writing and reading Long List Posts http://ow.ly/O3vOK   #blogchat #CMWorld
@Brainzooming

@Mr_McFly Nice to hear.  #cmworld
@SusynEliseDuris

#CrabsInAFunnel #CMWorld  https://twitter.com/connieurway/status/608316465771610112
@Mr_McFly

My take-aways from today’s chat: Invest in automated sales call centers, donuts are the future, we’re all in the damn funnel.  #cmworld
@BrandedCartoons

https://www.linkedin.com/pulse/gate-content-build-trust-your-choice-sue-duris?trk=prof-post Another post on content gating.  #cmworld
@SusynEliseDuris

@BrandedCartoons Agree 1000%. #CMWorld
@mikemyers614

Customers are smart they know the differences btwn selling and helping #CMWorld
@connieurway

@BrandedCartoons you forgot the appetizers. #CMWorld
@CMIContent

@lindadessau @carmenhill @orbiteers @crestodina Say hello to the Orbiteers for me. Just moved and miss those guys! #CMWorld
@SueBrady

@mikemyers614 @BrandedCartoons who would disagree with futuristic donuts? #CMWorld
@Mr_McFly

@BrandedCartoons As long as there are donuts in the funnel. #CMWorld
@SparkerWorks

@CMIContent @BrandedCartoons That’s true. #CMWorld
@mikemyers614

@BrandedCartoons I had two krispy cremes yesterday, not a wise move… #cmworld
@SusynEliseDuris

and those appetizers would be #bacon. #CMWorld  https://twitter.com/CMIContent/status/608316804767850497
@Mr_McFly

@SusynEliseDuris @BrandedCartoons was that to make up for #NationalDonutDay? #CMWorld
@CMIContent

@connieurway so true! It’s obvious when a brand hasn’t figured that out yet. #CMWorld
@LydiaNicoll

@Mr_McFly Bingo! #CMWorld
@mikemyers614

@Mr_McFly and we have a winner! #CMWorld
@CMIContent

I will say that @CMIContent learned long ago that customer centricity was the way to go! #cmworld
@SusynEliseDuris

We’ll hold you to that 🙂 MT @MSLJim: Great to listen and really excellent points. I’ll be braver next time! TU. #CMWorld
@lindadessau

Next week, it’s all about content built for intentional repurposing with @LeeOdden! http://cmi.media/twitterchats #CMWorld http://t.co/SieAotj0P1
@CMIContent

@CMIContent Consumer needs vary based on where they are in the decision process. The funnel’s 5 major phases show content needed #CMWorld
@kkopacz1

Learn more about @susyneliseduris on the @M4_Comm website: http://m4comm.com #CMWorld
@CMIContent

@UXcelsior Storify link will be up later today. Recap blog post early next week! #CMWorld
@CMIContent

Let’s chat IRL. Sign up for Content Marketing World 2015. Code CMWSOCIAL saves an additional $100! http://cmi.media/cmw #CMWorld
@CMIContent

@SparkerWorks @BrandedCartoons And it was then, the Donut Funnel was born. #CMWorld
@WALToONs

@CMIContent We should have Twitter handles on our nametags so we can find each other! #CMworld
@AnneJanzer

Thank you, @SusynEliseDuris! Sorry I missed most of it in real-time. #LoveCuration. TY to @CMIContent, too! #MarketWithStyle, all! #cmworld
@KipMeacham

@mikemyers614 I missed this. My apologies. I think #CX needs to be integrated with both online and offline. #CMWorld
@SusynEliseDuris

@SusynEliseDuris We just keep moving it around in our silos, from digital to brand and back. We’ll figure it out soon, I’m sure. #CMWorld
@mikemyers614

Read some great responses from many knowledgeable folks in today’s #CMWorld. Looking forward to next week. Peace.
@BeantownReview

A8 Here’s an example via TheAtlantic for HouseofCards: http://www.theatlantic.com/sponsored/house-of-cards/the-ascent/271/ #CMWorld w… http://bit.ly/HouseofCardsTVShow http://t.co/F3696DlW0d
@jalisalashbaugh

Q7: How would you market a Donut Funnel? #CMWorld
@WALToONs

@Mr_McFly @AnneJanzer @ardath421 Easier said than done – that’s where cultures need to change + that change starts with c-suite. #cmworld
@SusynEliseDuris

@AnneJanzer @ardath421 @Mr_McFly YES. Absolutely. Agree. #CMWorld
@SusynEliseDuris

“@goldasich: The deeper in the funnel, the more personal content can be. Email content can get more casual, deliberate, etc.  #cmworld”
@Mahi2weets

@AnneJanzer working on it! #CMWorld
@CMIContent

@ardath421 @Mr_McFly I wrote article about this. I’ll share it shortly. Huge question – who owns customer relationship? #CMWorld
@SusynEliseDuris

@MaelRoth Agree. I have consultancy, I get you. They want results yesterday + hard to get them out of “spaghetti sticking” mindset. #CMWorld
@SusynEliseDuris

.@kgriwert That’s why I said u have to be crystal clear on purpose. Why gate? It’s best to dev relationship then offer value content. #CMWorld
@SusynEliseDuris

@AnneJanzer Absolutely! My point exactly #CMWorld
@SusynEliseDuris

Develop “umbrella” content that can be leveraged into multiple forms. @LorenMcDonald  http://cmi.media/bigpicture #CMWorld
@josephsoto

Content marketing has everything to do with your business, but rarely your product. @Robert_Rose http://cmi.media/bigpicture #CMWorld
@heidiwillie

 



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