Developing a Content Program in a Large Enterprise: A #CMWorld Chat with Mike Myers

MikeMyersAs our recent B2B content marketing in the enterprise research revealed, marketers who work for larger brands are more challenged with every single aspect of content marketing. If you work with a large brand and are struggling, this recent #CMWorld chat with Mike Myers is certain to give you some ideas (or, at the very least find your “peeps” with whom you can commiserate – and brainstorm).

Many Content Marketing World sessions feature speakers who work for enterprise brands such as 3M, GE and Marriott International. Hear their stories and case studies when you join us at Content Marketing World from September 8 – 11, 2015.

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

Q1: Silos are a huge issue in many large orgs. What are some suggestions you have for working together as a team? #CMWorld

A1: One way to work across silos is to create a cross-functional working team. Have regular meetings, include people. #CMWorld
@mikemyers614

A1: I just had this convo with a mentor. This has been a major challenge for me.  #cmworld
@LaToyaReports

A1: We created a working team including Social, PR, internal comm., brand managers, business units, IT. Balance inclusion w/ size. #CMWorld
@mikemyers614

@LaToyaReports any takeaways from the convo you can share? #cmworld
@CMIContent

A1: Basic stuff: Editorial calendars can help coordinate cross-departmental content #CMWorld
@SueBrady

A1. Develop a collaborative culture. Ask questions, value suggestions, encourage creativity, get everyone involved. #CMWorld
@gonztweets

A1 Early buy-in. Get people involved in idea creation, show them the value, get them to *want* your content. #cmworld
@martinlieberman

@mikemyers614 you’re nowhere near this scary, Indy… cc: @martinlieberman #CMWorld http://t.co/U5sUgsMdvB
@Mr_McFly

A1 Get executive buy-in for your initiative – someone who spans all of the groups & understands your vision #cmworld
@ScottLum

A1: Constant communication so you know what everyone’s doing. And as much as everyone hates them…meetings. At least once a month. #cmworld
@JeremyBednarski

Meetings can be a huge timesuck when planned poorly (or not planned), but when ran efficiently, they can help get the team in sync. #CMWorld
@ActualKats

Communication trumps tools. #cmworld
@BrandedCartoons

A1: Great silo-buster: add value to other teams. Enhance what they’re doing & make it easier. They’ll soon return the favor.  #cmworld
@pisarose

A1 It’s a real struggle. The rest of my team lives in Cincinnati. We use Hangouts, Google Drive, and looong email chains. #CMWorld
@brooklynnholtz

Great idea! #CMWorld  https://twitter.com/pisarose/status/600694385005723648
@mikemyers614

@pisarose so true!  #cmworld
@CMIContent

@pisarose Nice idea, Shelly! #cmworld
@lindadessau

A1: If you don’t have executive buy-in then you’ll need a passionate evangelist to drive it from the bottom up #cmworld
@ScottLum

A1: Hold a #contentmarketing kickoff meeting: here’s how: (from @mjsweeney) #CMWorld http://contentmarketinginstitute.com/2011/06/content-marketing-kickoff-meeting/
@mikemyers614

That’s the kind of company I want to work for! Luckily, I do. #CMWorld” TARGET=”parent”>@lastcallusa.#CMWorld https://twitter.com/gonztweets/status/600694147973050368
@brooklynnholtz

There are plenty of collaboration and PM tools, but that doesn’t mean you have to try them all.  #cmworld
@BrandedCartoons

MT @pisarose: A1: Add value to other teams. Enhance what they’re doing & make it easier. They’ll soon return the favor. #cmworld
@lindadessau

A1: In my experience, it took a meeting with all of the major “siloed” stakeholders, explaining the need 4 connection & teaming up #CMWorld
@Mr_McFly

A1 So much lies in the leadership of those teams. If they are the types that can facilitate cooperation,  teams can work. #CMWorld
@absolutemobile

#1 way to break through silos at work: a unified instant messaging platform. #cmworld
@JedRecord

Want to be a Hollywood Squares Contestant at #CMWorld? – Find out how: http://www.contentmarketingworld.com/want-to-be-a-hollywood-squares-contestant-at-cmworld/#.VVtgDre8JCg.twitter
@BrandLoveLLC

Integrate #contentmarketing with other digital strategies. Boom. Success! #cmworld
@CTrappe

@JeremyBednarski everyone hates a meeting without a purpose but scheduled meetings to break down silos are so helpful #cmworld
@CMIContent

@CMIContent A1: Make sure everyone knows each other – have happy hours or lunches to make/maintain those connections #CMWorld
@atxcopywriter

@BrandLoveLLC Oh. Checking. #cmworld
@CTrappe

@Mr_McFly That’s what we did too. Kind of like a “road show.” Showed what we’d done, got on their radar. #cmworld
@martinlieberman

@brandedcartoons I couldn’t agree more. #cmworld
@gonztweets

@atxcopywriter connecting a team and fostering relationships are so important!  #cmworld
@CMIContent

Make sure you completely exclude and alienate IT. Everything will be smooth butter from there.  #cmworld
@BrandedCartoons

@atxcopywriter @CMIContent Also a great idea. When should we be there? #CMWorld
@mikemyers614

@BrandedCartoons would love to laugh but sadly it happens so often #cmworld
@CMIContent

@martinlieberman yeah. We brought reps from all departments in, did training, understanding, guides, etc. to move in one direction #CMWorld
@Mr_McFly

Q2: Large orgs often don’t lack expertise, but they are challenged with how to turn that expertise into great content. Ideas? #CMWorld

I want to be a contestant at #CMWorld’s Hollywood Squares! Find out how you can be one too: http://cmi.media/hollywoodsocial
@CTrappe

@Mr_McFly So smart.  #cmworld
@martinlieberman

@mikemyers614 @CMIContent Whenever the best drink specials are #CMWorld
@atxcopywriter

A1: Create your own #contentmarketing manifesto or mission. Make it a cause people can rally behind. Join us! #CMWorld
@mikemyers614

@brooklynnholtz That’s another great way – Look for a company built from the ground up without the silos – it’s about culture #cmworld
@ScottLum

@atxcopywriter @CMIContent Nothing brings multiple departments together like food and drinks! #cmworld
@JeremyBednarski

@mikemyers614 oh we’re big on the mission statement here at CMI! #cmworld
@CMIContent

Ha! MT @BrandedCartoons Make sure you completely  exclude and alienate IT. Everything will be smooth butter from there.  #cmworld
@SueBrady

A2: Governance is key here. Give people guidelines rather than rules. Talk about benefits for the brand. Think choir, not solo. #CMWorld
@mikemyers614

A2 Start small. Find some core experts, give them exposure. Then others will want in too. #ego #cmworld
@martinlieberman

Give people rules that actually are helpful and can be followed. #cmworld
@CTrappe

@CMIContent A2) Centers of excellence are great ways to corral expertise but must be fostered by a strong champion #cmworld
@JedRecord

A2: Take success stories and turn them into white papers or slides shares. #CMWorld
@SueBrady

A2: Let the experts talk or write draft notes, then content specialists can take it from there. #cmworld
@lindadessau

This is key #CMWorld  https://twitter.com/CTrappe/status/600695553811427328
@CMIContent

A2: Create a way for people to share ideas and contribute — people love to help their #brand! #CMWorld
@mikemyers614

A2 Explain your industry to a 5th grader. Use that explanation for excellent content. #CMWorld
@brooklynnholtz

A2: Expertise is not the problem – it’s the silos: nobody coordinating the big picture & everyone doing their own thing #cmworld
@ScottLum

A2: Make it a priority for those with the expertise. Otherwise it falls into the “things I want to do but never have time” pile. #cmworld
@JeremyBednarski

@Mr_McFly
A2: The expertise is part of the reason to connect w/ a brand. As someone who has written guides & governance, this is key #CMWorld

A2- It comes down to leadership. They have to allow their talent to do great things, not simply follow compliance. #CMWorld
@absolutemobile

A2: Great experts aren’t necessarily good writers. Coach storytelling by encouraging them create podcasts, PPTs, etc. #cmworld
@pisarose

I like the distinction… hire smart and you don’t need to give rules, just provide a general framework. #CMWorld  https://twitter.com/mikemyers614/status/600695400010485760
@ActualKats

A2: I agree with @mikemyers614, don’t hold back creativity from your team. Let them shine. #CMWorld
@BrianSurdel

A2. Agree with @mikemyers614. Provide team with guidelines, and trust them to take the wheel from there. Great content is personal. #cmworld
@gonztweets

@JeremyBednarski yes! So important to demonstrate its value!  #cmworld
@CMIContent

@absolutemobile Exactly. Leadership fosters and encourages the team, doesn’t stifle it. #cmworld
@martinlieberman

@ScottLum A center of excellence can pull experts out of their silos  #cmworld
@JedRecord

@CMIContent A2: Create a process for turning expert insights into content that minimizes the work experts have to do #CMWorld
@atxcopywriter

A2: Simplify to Amplify. Break up the expertise into bite-sized chunks. Less intimidating and more consumable.  #cmworld
@BrandedCartoons

@atxcopywriter Sounds so easy!  🙂  #CMWorld
@mikemyers614

@CMIContent Hey, didn’t we already talk all about how to do that during the chat @lindadessau led 🙂 #CMWorld
@atxcopywriter

A2: Change management is a huge issue. #Contentmarketing is new, which can = bad for some. Be patient. Look for small wins. #CMWorld
@mikemyers614

A2 cont.: Try to make it easy for them…especially with writing or expressing their expertise. Offer to interview them. #cmworld
@JeremyBednarski

A2: Show them why it’s important for them, don’t assume they would just want to help #cmworld
@avivdc

Save the date! Join me at Content Marketing World Sept 8-11! Code SPEAKERGUEST saves you $100! #CMWorld http://ow.ly/MCqM5
@goldasich

@atxcopywriter @CMIContent I think you’re right 😉 #cmworld
@lindadessau

Working together with a common goal is more powerful than working in silos. Let’s get on the same page. #CMWorld  https://twitter.com/ScottLum/status/600695778542223360
@brooklynnholtz

@lindadessau @atxcopywriter perhaps 🙂 but good tips and best practices never get old, right? #cmworld
@CMIContent

A2: If nobody oversees the initiative, then every group has diff strategies, works w/diff agencies, and loses economies of scale #cmworld
@ScottLum

A2 Remind people it’s not all about editorial content. You can do a Q&A, shoot a video, get a quick quote, etc. #cmworld
@martinlieberman

Like the “think choir, not solo” idea @mikemyers614. #cmworld https://twitter.com/mikemyers614/status/600695400010485760
@JamieEichenlaub

@pisarose fantastic! I can’t stress enough the importance of brand storytelling. People resonate with STORIES, not features! #cmworld
@gonztweets

@JamieEichenlaub @mikemyers614 we like that analogy too #cmworld
@CMIContent

@CMIContent A2: Content specialists should work like journalists. Interview the experts, then craft a great story. #cmworld
@webmastergirl

@JamieEichenlaub That’s resonated for us, as well.  Thanks.  #CMWorld
@mikemyers614

@CMIContent @atxcopywriter Absolutely! #cmworld
@lindadessau

@CMIContent Sorry, I had to take a call. Sometimes as an agency you feel like you’re cut out of the picture… #cmworld
@LaToyaReports

Q3: What are questions to consider when deciding how to allocate budgets to #contentmarketing? #CMWorld

@avivdc Great point! Encourage them to build their personal brand in the context of the corporate brand. #cmworld
@martinlieberman

No matter how bad you silo problems are, this place has it worse: http://www.cstindustries.com/applications/dry-bulk/ #cmworld
@BrandedCartoons

Great way to make sure you get the quantity and quality of content you want #cmworld https://twitter.com/JeremyBednarski/status/600696261696618496
@avivdc

@LaToyaReports we hear that a lot. Not enough collaboration. #cmworld
@CMIContent

So important! Sometime you have to work up a persuasive pitch for people in your own org #CMWorld https://twitter.com/avivdc/status/600696263370223616
@atxcopywriter

@martinlieberman exactly! If you want people to enjoy your content, you should enjoy the creative process of making it. #cmworld
@gonztweets

@CMIContent Things happen that affect your role and you’re the last to know. She said to get thicker skin and…  #cmworld
@LaToyaReports

Just thinking of all those meetings terrifies me… A1 #CMWorld @CMIContent
@TheBigMeeow

This is a good call out…look for ways to get closer to your client, help them learn (I’m sure you are) #CMWorld  https://twitter.com/LaToyaReports/status/600696624965427200
@mikemyers614

@CMIContent understand that sometimes some internal teams just want the vendor to do their job and are not concerned with… #cmworld
@LaToyaReports

@CMIContent necessarily including them in everything.  #cmworld
@LaToyaReports

@gonztweets Right. But also, make it a low barrier to entry. Content is the “game” anyone can play! 🙂 #cmworld
@martinlieberman

Long tweet. I had to break it up @CMIContent #cmworld
@LaToyaReports

A2: Some #brands are better at creating #content, others are better when working with #agencies. Many do both. Know thy self! #CMWorld.
@mikemyers614

Look how everyone avoids the budget question. #cmworld
@BrandedCartoons

@CMIContent  #CMWorld target audience, location, modes of dissemination
@pixiee09

@BrandedCartoons ha we were thinking the same thing #cmworld
@CMIContent

A3 How much budget do we have for marketing? I want all of it. 😉 #cmworld
@ScottLum

A3. “Are we looking at our content strategy as an investment in assets rather than an expense? #CMWorld
@gonztweets

A3: In enterprises, budgets are everything. Always be educating leaders and influencers on the efficiencies of #contentmarketing. #CMWorld
@mikemyers614

@CMIContent On a different but related note, in a large org. how little autonomy is too little to give your content/social teams? #CMWorld
@NakulMPande

A3: Is there enough research and distribution in place to support an ROI on developing good content?  #CMWorld  https://twitter.com/CMIContent/status/600696690673258496
@PatrickHayslett

A3: Well thought out goals, where the brand is in the life cycle, direct AND indirect benefits of content mktg in said cycle, etc. #CMWorld
@Mr_McFly

@CMIContent Yes, that’s the challenge.  Everyone has to have a unified vision and that comes from the top.  #cmworld
@LaToyaReports

*highfive*  #CMWorld  https://twitter.com/ScottLum/status/600697243306426368
@CMIContent

Haha! It’s a big questions. I was trying to figure out how to answer in one tweet and gave up #CMWorld https://twitter.com/BrandedCartoons/status/600697182551945216
@atxcopywriter

A1: Don’t overlook the value of team-building through exercises, excursions, etc. Help people build cross-department friendships. #CMWorld
@SpencerHudonII

A2: Another answer is let you client do some of the legwork. What better content to display than something they proudly made #CMWorld
@BrianSurdel

@CMIContent A3) Need to consider the value of the business objectives your content will be helping to achieve #cmworld
@JedRecord

@NakulMPande @CMIContent Give them authority but put governance in place, too. IMO. #CMWorld
@mikemyers614

A3: Use stats! Check out these (well-sourced) Cold Hard #ContentMarketing Facts from @Kapost #CMWorld http://kapost.com/content-marketing-facts/
@mikemyers614

A3 Re: budgets, sometimes it takes patience. We demonstrated good ROI in year one, so we got more in year two. #cmworld
@martinlieberman

A3: A clear understanding in where content mktg activity fits in the entire marketing strategy helps determine budget allocations #CMWorld
@Mr_McFly

@martinlieberman Yep, start slowly and build. Have to earn it! #CMWorld
@mikemyers614

A2: Don’t let SOP guide you when it comes to creative endeavors. The old way likely doesn’t apply to today’s creative content. #CMWorld
@SpencerHudonII

@martinlieberman oh there’s that “p” word again – but it’s true, content marketing takes time! #cmworld
@CMIContent

I had a great manager once named Mr Hood. He’s steal from IT and give to marketing.  #cmworld
@BrandedCartoons

#ContentMarketing also helps lift brands. Perception is reality! Get people talking! #cmworld
@CTrappe

A3: Within your own #contentmarketing budget, continuously be testing and reallocate $ to what’s working. Always be doubling down. #CMWorld
@mikemyers614

For budget talk… MT @mikemyers614: A3: Use stats! Cold Hard #ContentMarketing Facts from @Kapost #CMWorld http://kapost.com/content-marketing-facts/
@lindadessau

How come my 1-week #contentmarketing program isn’t working? LOL Stop it! #cmworld
@CTrappe

@lindadessau @Kapost Exactly. Thanks, Linda. #CMWorld
@mikemyers614

@CTrappe lol #cmworld
@CMIContent

A3: Many marketing teams will treat social & content marketing w/skepticism of ROI. Start small & grow the budget w/success #cmworld
@ScottLum

Wait, you got a whole week to make it work, #CMWorld” TARGET=”parent”>@CTrappe?#CMWorld  https://twitter.com/CTrappe/status/600697961438453760
@Mr_McFly

@Mr_McFly agreed. #ContentMarketing is just one piece to a bigger puzzle. An important piece, but should still be understood. #cmworld
@gonztweets

A3: Beware of being the bright shiny thing. Argue how content leads to better marketing– existing paid, earned, owned. #cmworld
@pisarose

A3: Think of your goals and what helps to achieve them. Awareness and Demand Generation need different content to support them #cmworld
@avivdc

@mikemyers614 @Kapost Great resource, thank you! #cmworld
@brooklynnholtz

Q4: What type of #contentmarketing systems, training or processes are helpful to get a team on the same page? #CMWorld

@pisarose squirrel!  #cmworld
@CMIContent

@CMIContent A3) if a 2% lift would mean $100M in new revenues, then a $100k budget might seem reasonable #cmworld
@JedRecord

A3: How much content do you want to produce? How fast do you want to produce it? Does quality matter? (Hint: YES) #contentmarketing #CMWorld
@SpencerHudonII

A4: Content-specific workflow is a must. Can be automated or manual, but people need to know where things are, what happens next. #CMWorld
@mikemyers614

@SpencerHudonII I know people roll their eyes at stuff like this, but it has so much potential when done well. #cmworld
@AnOrchidInBloom

LOL #cmworld  https://twitter.com/Mr_McFly/status/600698152581242880
@CTrappe

MT @pisarose: Beware of being the bright shiny thing. Argue how content leads to better marketing– existing paid, earned, owned. #cmworld
@morgancarrie

@CMIContent wait, I think you forgot something… cc: @pisarose #CMWorld http://t.co/akBrYPMy3b
@Mr_McFly

A4: An editorial calendar is a must! #CMWorld
@avivdc

A4: The best #process is the one you’re comfortable with. #CMWorld
@mikemyers614

A3 To justify budget for #contentmarketing, you have to sell it. Just as you would a client on the agency-side. #CMWorld
@absolutemobile

Truth. Do what works best for you. #CMWorld  https://twitter.com/mikemyers614/status/600698640940806144
@CMIContent

A4 Editorial calendar, monthly check-in meetings … Let people know what’s coming and what’s been created. #cmworld
@martinlieberman

Q4: for whom they are writing the content, content align with service or product sale or not #cmworld
@raj1094

A4. Content calendars, brand guidelines, collaborative brainstorming sessions for future content ideas, and deadlines! #CMWorld
@gonztweets

Identify the lifetime value of new customers or satisfied existing ones. If you’re doing #contentmarketing right, ROI is there. #CMWorld
@ActualKats

A4: It begins with understanding what kind of content PEOPLE WANT YOU TO DELIVER works best on each platform (1/3)#CMWorld
@Mr_McFly

@gonztweets Sounds like a lot of work! (and you’re right) #CMWorld
@mikemyers614

A4: Understand content priorities & connection to biz strategy. Ensure everyone’s clear on where the quality bar lives. #cmworld
@pisarose

@CMIContent A4: Having a style guide and some materials that clearly communicate your positioning helps #CMWorld
@atxcopywriter

So true. Think about and understand your audience! #CMWorld  https://twitter.com/Mr_McFly/status/600698893802803200
@CMIContent

So important > #CMWorld  https://twitter.com/pisarose/status/600698975428190208
@mikemyers614

A4: (2/3): That leads to understanding who will develop said content and the process of drafting, approvals & distribution #CMWorld
@Mr_McFly

A3 How will planned content create new sales or maintain existing sales? Budget approvers are not who you say “resist selling” to #CMWorld
@PatrickHayslett

A4: It’s important to recognize that no one else’s process will work for you, you need to create your own. #nomagicbullet #CMWorld
@mikemyers614

@mikemyers614 yep! It’s the only way to keep the creative content juices flowing. #CMWorld
@gonztweets

@atxcopywriter so many forget about a style guide and it can be so extremely helpful for enterprises #cmworld
@CMIContent

A4: Make sure you can show monthly results with your new process. Trial and Error. #CMWorld
@avivdc

@CMIContent A4 every1 shld know exct status of todo list.shrng info on  cmn platform is imp.Manual/automated Tools r avlbl. #CMWorld
@pixiee09

A4: (3/3) Then marry strategy & execution to realistic, attributable goals. #CMWorld
@Mr_McFly

@mikemyers614 this is so important. So, so important. #CMWorld
@gonztweets

@pisarose: Understand content priorities & connection to biz strategy. | Absolutely Shelly! +++ #cmworld
@JedRecord

@Mr_McFly love how you put this #cmworld
@CMIContent

Style guides and social media guides are great! @CMIContent @atxcopywriter #cmworld
@LaToyaReports

@CMIContent @atxcopywriter I was just gonna say that! Give people the guardrails, preferred style, etc. So important. #cmworld
@martinlieberman

And share results. Whether something takes off or it’s just slow growth, let everyone see it. #cmworld https://twitter.com/gonztweets/status/600698856716795905
@JeremyBednarski

A3: Tried and true response – make certain you’re budgeting just as much time for promoting your content as you are for creating it #CMWorld
@howAaronsees_it

A4. It’s important to provide teams with forums for verbal, visual and written input to accommodate different learning styles. #CMWorld
@JulieY

A4. brand voice guidelines, an editorial calendar, a mission statement, and ongoing Google docs for collaborative brainstorming! #cmworld
@Marketwired

@howAaronsees_it absolutely! #cmworld
@CMIContent

Yes!! #CMWorld  https://twitter.com/howAaronsees_it/status/600699471316541440
@mikemyers614

@CMIContent well thank you! #CMWorld http://t.co/xaYiVOIMVx
@Mr_McFly

Q5: What is easier – starting a #contentmarketing program from scratch, or building a strategy from existing content? #CMWorld

A4: An accurate customer persona is the best training you can give a #contentmarketing team to get them on the same page #CMWorld
@PatrickHayslett

@Mr_McFly #makeitrain #cmworld
@CMIContent

@JeremyBednarski Yes, have the courage to acknowledge what’s not working and be willing to shift or change #cmworld
@lindadessau

A5: Depends on the #content you have. If your content has been focused, reverse engineering a program from it works. If not, not. #CMWorld
@mikemyers614

So true. Real goals are those who might fail to achieve. If you didn’t, it can help you improve #cmworld https://twitter.com/Mr_McFly/status/600699260103958528
@avivdc

A4: Share experiments & results. Low-performing marketing email? Share how you turned it around.  #cmworld
@pisarose

@ActualKats Agreed BUT lifetime value is difficult to prove in short term.We also need to show quick success to revenue focused mgt #cmworld
@ScottLum

Just in time for the fifth question… #BetterLateThanNeverIHope Morning, all y’all!  #cmworld
@KipMeacham

Building strategy for existing content #cmworld
@raj1094

@KipMeacham Hi Kip. Jump in! #CMWorld
@mikemyers614

@CMIContent well, if you insist… #CMWorld http://t.co/6nw1tSkYqz
@Mr_McFly

@PatrickHayslett persona building – overlooked all too often. #cmworld
@CMIContent

A5. Depends on how much you know your audience, data on hand, etc. How in the know are you about your brand? #CMWorld
@JoshStAubin

TY, @mikemyers614. Will try to. #cmworld
@KipMeacham

@AnOrchidInBloom It really does! In the end, even the eye-rollers leave feeling a little better about their company and their job. #CMWorld
@SpencerHudonII

A5 Certainly, it can be more fun to start from scratch. But every biz already has at least some form of content, right? #cmworld
@martinlieberman

Rigid process will crumble. Adaptable process finds the weak spots and fills the gaps.  #cmworld
@BrandedCartoons

A5: building on existing content is easier in my experience but you often gotta make it less sales-pitchy #CrimeAgainstContent #CMWorld
@MaelRoth

@KipMeacham not late at all! We’re ready for ya 🙂  #cmworld
@CMIContent

A5: In an effective org, should be equally as easy. In most w/ bureaucracy, easier to start a program w/ existing than new content #CMWorld
@PatrickHayslett

Especially with your execs to get their buy in and support #cmworld https://twitter.com/pisarose/status/600699800678506496
@avivdc

A5: May be best to start from scratch, but that doesn’t mean you can’t repurpose a lot of your content. Don’t throw anything away! #CMWorld
@mikemyers614

A5. I’d say from scratch. More flexibility + room to completely shift content strategies that aren’t resonating. #CMWorld
@gonztweets

A5: A serious audit of current content should be done to consider using it in a campaign. Otherwise build from the bottom up. #CMWorld
@BrianSurdel

#Truth #CMWorld  https://twitter.com/SpencerHudonII/status/600700039816716288
@AnOrchidInBloom

@JoshStAubin good to see you, Josh!  #cmworld
@CMIContent

@MaelRoth Depends on how effective your current strategy is. If it’s not working, is it easier to start over? #CMWorld
@JoshStAubin

Check the old content which worked for you, try to optimize them for future promotions #cmworld
@raj1094

A5: building a strategy around old #content restricts what you can do, but a strategy from scratch can be more labor intensive #CMWorld
@lynseelou

@MaelRoth hey Mael! How’s your day been? #cmworld
@CMIContent

A5: I don’t know what’s easier, but starting one from scratch is much more fun! #cmworld
@avivdc

@ScottLum Sure! You can show value of acquiring a lead, getting new subscribers, etc. But the goal is to make them see big picture. #CMWorld
@ActualKats

@CMIContent Thanks! I’ve been missing you guys. #CMWorld
@JoshStAubin

A5: Generally speaking starting from scratch is easier. If you have good content, it’s likely your comms plan needs a tune up #CMWorld
@Mr_McFly

A5: Here it is – “It depends!” Either way you need to create a strategy. Does existing content match your strategy? #cmworld
@JeremyBednarski

@PatrickHayslett I think a lot of people would agree with this #cmworld
@CMIContent

A5. Isn’t the answer to this that it depends on the quality of the content you’re inheriting? #cmworld
@KipMeacham

A5: Easier? I think you mean which is “less painfully difficult”. #cmworld
@BrandedCartoons

@pisarose what?! You shouldn’t just spit out content (about anything/everything), willy nilly? 🙂 c @CMIContent #cmworld
@jgombita

Jumping into #CMWorld late! Good morning from Seattle!
@iamgiarose

My favorite answer! #CMWorld  https://twitter.com/JeremyBednarski/status/600700369304363010
@mikemyers614

Agreed! Why reinvent the wheel? #CMWorld  https://twitter.com/mikemyers614/status/600700161501896705
@lynseelou

A5: I would always recommend focusing on your #audience and their needs first. The rest should flow from that. #nosurprise #CMWorld
@mikemyers614

@iamgiarose we’re on Q5…jump on in!  #cmworld
@CMIContent

@BrandedCartoons some may say that too lol  #cmworld
@CMIContent

As for Q5 – I think it really depends on the content you have. If it (quite frankly) sucks, just start fresh. #cmworld
@iamgiarose

@avivdc Yeah, when the sky’s the limit and anything is possible… #cmworld
@lindadessau

@JoshStAubin true. But if a company wants to build an audience, you gotta take a little brand babble outta there #CMWorld
@MaelRoth

@KipMeacham I was thinking this too. You’re never starting from absolute zero, but it can certainly feel that way. #cmworld
@martinlieberman

@lynseelou Sometimes older content can be your best performing content in the future 🙂 #cmworld
@avivdc

Yes! And no need to reinvent the wheel…follow a general framework & best practices, but make it your own. #CMWorld https://twitter.com/avivdc/status/600700324790280192
@ActualKats

A5: Like most things about #contentmarketing, you need to chart your own course, do what’s right for your #brand. #CMWorld
@mikemyers614

A5. Quality content = legos with which you can accelerate delivery to match your strategy  #cmworld
@KipMeacham

@CMIContent hey hey 🙂 Good! Struggling to finish my article for the CMI Blog though ^^ #CMWorld
@MaelRoth

And, yes, it’s always about the #Legos with me… #cmworld
@KipMeacham

A5: It depends on the goal of the #contentmarketing program & whether existing content will fit or not. #CMWorld
@ChristnaRLove

@MaelRoth Definitely agree on making it less salesy. No one wants to subscribe to your infomercial. #CMWorld
@JoshStAubin

LEGO wheels?#CMWorld   https://twitter.com/KipMeacham/status/600700828765282305
@Mr_McFly

@MaelRoth we’ll tell @BrandLoveLLC to take it easy on you 🙂  #cmworld
@CMIContent

@CMIContent @BrianSurdel agreed. An audit of existing content is the backbone of any new content campaign, regardless of size.  #cmworld
@Marketwired

A5. We are currently going through that process. Luckily, some of our old content is decent & is worth reworking to re-purpose. #cmworld
@iamgiarose

@avivdc yep! just have to be flexible to adapt it to your new goals/ideas/strategies. #CMWorld
@lynseelou

@KipMeacham you and Joe Pulizzi lol  #cmworld
@CMIContent

A5: A solid, relevant archive for an existing brand is a great foundation. If you’re starting from scratch, that’s where you start. #CMWorld
@bendgibbons

@CMIContent @BrandLoveLLC haha no, I hold myself to high standards ^^ #CMWorld
@MaelRoth

.@CMIContent Yes! Content re-purposing must be more than just a fix to get around your org’s inefficiency #CMWorld
@PatrickHayslett

@CMIContent Who else is excited for September? 🙂  #CMWorld http://t.co/Kde1Fgn6Yc
@JedRecord

A5: Several folks have mentioned an audit…great way to know what you have! #CMWorld
@mikemyers614

Q6: What channels make the most sense for an enterprise just starting out in #contentmarketing? #CMWorld

@iamgiarose Yup. Why tack a strategy onto random acts of content? It’s like herding cats & won’t move you forward. #cmworld
@pisarose

We’re looking at all of you! #CMWorld  https://twitter.com/JedRecord/status/600701127005491200
@CMIContent

Some companies just use someone else’s content archive to start their program. #cmworld
@BrandedCartoons

@mikemyers614 Customer before tactics? What a great idea! #cmworld
@ScottLum

@ScottLum LOL #CMWorld
@mikemyers614

@mikemyers614 and where you need to go from here! #cmworld
@Marketwired

A5: If the content is relevant and resonates, begin there for the strategy. If it’s off-base, research, retool and restart. #CMWorld
@MueggeMarketing

Get to know your audience… know what channels they frequent and prefer. Be there. #CMWorld
@ActualKats

A6: I bet I know what @mikemyers614 will say… #cmworld
@lindadessau

A6: The only channels that make sense are those that your audience prefers. Be where they are, spend time where they do. #CMWorld
@mikemyers614

@ScottLum @mikemyers614 I misread that and thought you said tacos, not tactics. Must be lunchtime. 😉 #cmworld
@martinlieberman

@pisarose So true! A good strategy trumps all. #cmworld
@iamgiarose

A6. The ones where your potential clients hang out… #cmworld
@KipMeacham

@lindadessau @mikemyers614 bet we can guess too lol  #cmworld
@CMIContent

A5: The very term #contentmarketing requires strategy BEFORE content. Otherwise, what are you writing about and why? #CMWorld
@SpencerHudonII

@lindadessau Did I disappoint? #CMWorld
@mikemyers614

@jgombita LOL!!! @CMIContent #cmworld
@pisarose

A6: For orgs just starting out, use “borrowed” space to seize customers and drive them to a central “owned” space #CMWorld
@PatrickHayslett

That is just impossible to answer in general. Email is the only common denominator to all companies I guess #CMWorld https://twitter.com/CMIContent/status/600701225680510976
@MaelRoth

@martinlieberman Unless you’re a startup. On the plus side, if you’re a startup, you shouldn’t have silo problems. #CMWorld
@bendgibbons

A6. Listen there first. Find out what the convo is about there. #cmworld
@KipMeacham

@mikemyers614 Yes, exactly. The channels where your customers are 🙂 #cmworld
@JedRecord

@KipMeacham and current ones too!  #cmworld
@CMIContent

@MueggeMarketing Yes! Either way, measure & know what is going to resonate best with your audience. #CMWorld
@JoshStAubin

A6: Owned media & social #CMWorld
@ChristnaRLove

A6: The ones where your potential customers reside AND want to hear from you on… #CMWorld
@Mr_McFly

@CMIContent @JoePuilizzi I’ll take that! B^D #cmworld
@KipMeacham

@LaToyaReports @JedRecord #TeamOrange #Boom 🙂  #cmworld
@CMIContent

A good morning/afternoon from Beantown (Boston) to #CMWorld
@BeantownReview

A6: Depends. Are you B2B? Maybe consider LinkedIn. B2C? Break down your audience. Do they prefer Twitter? Maybe FB? #cmworld
@iamgiarose

@bendgibbons True that. 🙂 #cmworld
@martinlieberman

A6. Completely dependent on the brand’s buyer persona. #CMWorld
@gonztweets

A6: I think it really depends on your audience. I’m in tech B2B. For us I believe it should be mostly Twitter, and LinkedIn #cmworld
@avivdc

A6: Also start slow, pick one or two channels and get good at them. All things to all people = nothing to anyone. #CMWorld
@mikemyers614

Awesome! Every company needs to understand tacos. #CMWorld https://twitter.com/martinlieberman/status/600701455314583552
@SpencerHudonII

@MaelRoth as we chatted about a few weeks ago, email is still such a powerful tool!  #cmworld
@CMIContent

A6: Similar answer, it depends, the client and audience are the most important things to consider when building a delivery strategy #CMWorld
@BrianSurdel

@SpencerHudonII Tacos before customers, right? Or customers before tacos? #cmworld
@martinlieberman

A.6 whichever channels are most beneficial for your content distribution efforts! The best channel fits, and supports the message.  #cmworld
@Marketwired

A6. HINT… they’re not always #SoMe platforms…  #cmworld
@KipMeacham

A6. Focus on the channels where your customers are. You could have the best strategy, but if no one’s there, it’s not helping. #CMWorld
@JoshStAubin

@pisarose Think of it as “the race to bottom(less) content!” #cmworld @CMIContent
@jgombita

@BeantownReview hello! We’re on Q6. Jump on in!  #cmworld
@CMIContent

@martinlieberman Tacos FOR customers! #CmWorld
@SpencerHudonII

A6: And of course look into channels outside of social. Are there guest blogging opportunities in your space? Research! #cmworld
@iamgiarose

@KipMeacham Yes!! #CMWorld
@mikemyers614

@CMIContent A7: A blog seems like the obvious answer. Start with a blog and then expand to longer form and/or other formats  #CMWorld
@atxcopywriter

A6. If your target audience is actively hanging out on a specific channel, that’d be a good starting point. #CMWorld
@gonztweets

@ChristinKardos Hey Christin! #cmworld
@JedRecord

Tardy but enthusiastic greetings, my friends! 🙂 Happy Tuesday. #cmworld
@ChristinKardos

A6 I started “blogging” on Facebook, grew to a monthly newsletter, and now host a weekly blog. #CMWorld #1stYear https://twitter.com/CMIContent/status/600701225680510976
@brooklynnholtz

@SpencerHudonII @martinlieberman I love tacos! #cmworld
@KipMeacham

Challenge is it’s easy to say but more difficult for marketers to do > @mikemyers614 Customer before tactics? What a great idea! #cmworld
@ScottLum

@ChristinKardos always happy to see you!  #cmworld
@CMIContent

@mikemyers614 Exactly! #CMWorld
@SpencerHudonII

A6: Everywhere and watch.  #cmworld
@BrandedCartoons

@ChristinKardos Hi Christin! #CMWorld
@mikemyers614

A6: A #blog is a great place to start. As @jasonmillerCA says: ‘The blog is the social media rug that ties the room together.’ #CMWorld
@mikemyers614

Google loves that #smartmarketing #CMWorld https://twitter.com/BrandedCartoons/status/600701260292063232
@atxcopywriter

Stoked to see @MikeMyers614 in the hot seat today! 🙂 I’ll go back and read what I missed after the chat. #cmworld
@ChristinKardos

A6: If there were a simple answer, there wouldn’t be so many. Chalk this up to “Know Your Audience & Proceed Accordingly” #CMWorld
@howAaronsees_it

@ChristinKardos @MikeMyers614 he’s been fantastic! Spreading content marketing wisdom the entire time!  #cmworld
@CMIContent

@iamgiarose Hit the nail on the head here. This is exactly what I was thinking… Go where the audience would want you to go! #CMWorld
@gonztweets

@ChristinKardos You should try it…oh, that’s right, you will be soon! #CMWorld
@mikemyers614

@CMIContent A6. Social media and blog wud be awesome to start with. #CMWorld
@vivektweetsso

@CMIContent @ChristinKardos Oh, stop. I’ll give you 20 minutes to cut that out. 🙂 #CMWorld
@mikemyers614

theme of today’s chat: “it depends” #CMWorld
@lynseelou

A6: Don’t waste money on poor content trying to pump it out fast. Quality matters & the ROI is better long term. #contentmarketing #CMWorld
@SpencerHudonII

A6: And don’t forget email. Everyone still uses it. Great way to build an #audience. #CMWorld
@mikemyers614

Yes! And test, test, test – and be open to changing it up. #CMWorld https://twitter.com/howAaronsees_it/status/600702380355780608
@JoshStAubin

@lynseelou That sounds like the theme of most chats. 😉 #cmworld
@martinlieberman

@lynseelou isn’t that often the case with content marketing? lol  #cmworld
@CMIContent456

@mikemyers614 @ChristinKardos how many lifelines does one get in this hot seat? #CMWorld
@Mr_McFly

So late to participating in #CMWorld just here to learn!
@Elite_VS

A great phrase brought to #CMWorld Chat tonight! https://twitter.com/mikemyers614/status/600702260604198912
@TheDigitalScot

@martinlieberman @lynseelou we think @MikeMyers614 used the hashtag #nomagicbullet. It’s so true lol #cmworld
@CMIContent

A6. Knowing these #DigitalSpaces, learning from them, & placing relevant content in findable places (once UR trusted) works. #cmworld
@KipMeacham

@gonztweets Right on! Researching before acting definitely puts the odds of success in your favor! #cmworld
@iamgiarose

@Mr_McFly @ChristinKardos Since it’s @CMIContent I’m guessing 42? #CMWorld
@mikemyers614

@Elite_VS we still have a good 20 minutes so chat away with us!  #cmworld
@CMIContent

A6: Heard a compelling case during #cmhstartupweek for starting w/Twitter & Instagram as 1st channels, then web & e-m for owned. #CMWorld
@bendgibbons

This is bound to happen in a discussion about mktg since it’s both art & science.#CMWorld   https://twitter.com/lindadessau/status/600702754181480449
@Mr_McFly

@mikemyers614 @Mr_McFly @ChristinKardos ding ding ding 🙂 #CMWorld
@CMIContent

“It Depends 101” is the first thing they teach at marketing school. #cmworld
@BrandedCartoons

@Mr_McFly saying “art” and science makes it less scary, eh? 🙂  #cmworld
@CMIContent

It depends on the marketing school… #CMWorld  https://twitter.com/BrandedCartoons/status/600703089679663104
@ActualKats

@mikemyers614 You can’t really start with email though, unless you start off with a good list already #CMWorld
@atxcopywriter

@martinlieberman Develop Taco Content Marketing strategy – meaty content, spicy infographics, cheesy videos, wrapped in strategy #cmworld
@ScottLum

@BrandedCartoons testament to the value of relationship building in #Marketing!  #cmworld
@Marketwired

@atxcopywriter True that. #CMWorld
@mikemyers614

@ScottLum Mmmmm … I like the way you think. 🙂 #cmworld
@martinlieberman

@CMIContent it makes it even scarier. Art can go in so many different directions. The fear brings a lot of fulfillment though #CMWorld
@Mr_McFly

A6: I feel like blogging is a great place to start so you can share your original ideas and content. #CMWorld
@Elite_VS

Q7: Measuring content effectiveness is a huge issue for enterprise marketers? What tools and suggestions do you have? #CMWorld

Yup, that’s the first thing I learned at my MBA program at @DukeFuqua #cmworld https://twitter.com/BrandedCartoons/status/600703089679663104
@avivdc

@mikemyers614 @JasonMillerCA  email campaign and then subscriptions to blog can work #CMWorld
@pixiee09

A7: Part 1 isn’t really a question. Create an account with an app that the measures the KPIs you’ve identified as important. #CMWorld
@SpencerHudonII

@ActualKats Wait, there’s a marketing school? 🙂 #CMWorld
@SueBrady

@Mr_McFly @CMIContent #GoVanGoghOrGoHome #cmworld
@KipMeacham

A7: Remember the goals you established – thought leadership, lead gen, brand awareness – and use metrics that measure those goals. #CMWorld
@accessmarketing

Corny metaphors to make you sound clever are the 2nd thing on curriculum at marketing school 😛 #CMWorld
@PatrickHayslett

A6, pt2: Just heard Twitter, Instagram & FB at the #ColumbusAMA lunch.  #CMWorld
@bendgibbons

Can we make all the chats taco themed from now on? #CMWorld https://twitter.com/ScottLum/status/600703281808199680
@atxcopywriter

A7: Lots of tools can help, but your strategy needs to be in place first. The tools will need to know what you want to measure. #CMWorld
@mikemyers614

A7: Always. Be. Measuring. If you’re not measuring (likes, shares, time on page etc…), how will you ever know what works? #cmworld
@iamgiarose

@Mr_McFly @CMIContent Creating trumps competing… #EssenseOfArtIMHO #cmworld
@KipMeacham

@atxcopywriter As long as there’s bacon in them. #CMWorld
@mikemyers614

A7: Know the difference AND the relationship between Return on Investment and Return on Revenue.#CMWorld http://t.co/CasHbpeIDb
@Mr_McFly

I’m in. #cmworld https://twitter.com/atxcopywriter/status/600703657735127040
@AnOrchidInBloom

@CMIContent A7. For social, twitter analytics and buffer analytics. For blog, WordPress stats. #CMWorld
@vivektweetsso

@atxcopywriter from bacon to cookies to tacos. We can’t keep up 🙂  #cmworld
@CMIContent

A7: Analytics are your best friend here. Doesnt matter if you are leveraging a website, pinterest or facebook. #USETHEM #CMWorld
@BrianSurdel

A7: Larger orgs may have already invested in tech, find out what you already have in-house. #CMWorld
@mikemyers614

@lynseelou @howAaronsees_it It’s more than necessary. It’s how you win! #CMWorld
@Mr_McFly

@CMIContent blog analytics, hits to website, subscriptions are some ways #CMWorld
@pixiee09

A7. There are many tools out there measuring content ROI – the trick is finding one that aligns with your content philosophy. #cmworld
@gonztweets

Preach! If #contentmarketing isn’t a rollercoaster of ups and downs, you’re probably not doing it right #CMWorld  https://twitter.com/joshstaubin/status/600702663144144896
@howAaronsees_it

A7: Also – set benchmarks. If you have no benchmarks in place, how will you prove growth & ROI? #cmworld
@iamgiarose

Ah, nature’s candy. @mikemyers614 @atxcopywriter As long as there’s bacon in them. #CMWorld
@LaToyaReports

@ChristnaRLove @atxcopywriter @mikemyers614 All true. And once you have that e-m list built up, it should be gold. #CMWorld
@bendgibbons

A7: I personally love @Buffer with the premium service you can get a lot of great data that you can use to tweak your content! #CMWorld
@Elite_VS

A7: @BuzzSumo is a great tool for measuring engagement. Very full featured. #CMWorld
@nscalice

A7: don’t expect an instant success. be patient. have a plan on how to scale up to what success will look like #CMWorld
@lynseelou

@CMIContent A7) We need to connect the dots with individual content pieces, campaigns & themes to see how they each move the needle #cmworld
@JedRecord

A7: Try to get business partners to agree on measures (KPIs) up front. Build it into your process, if possible. #CMWorld
@mikemyers614

A7: Define KPIs before you start & use tools that will give you the analytics you need. Continually test & measure! #CMWorld
@ChristnaRLove

@atxcopywriter @CMIContent #TacoTuesday every week. #CMWorld
@CEStrategy

Tacos, bacon…all points to third concept on marketing school’s syllabus – “snackable.” #CMWorld
@PatrickHayslett

A7. Enterprise should look for content marketing suites rather than hacking together a handful of different tools. #CMWorld
@gonztweets

A7: If most of what you sell is on-domain, as you mostly see in #b2b, be sure to measure traffic from social to your website #cmworld
@avivdc

A7. 1st must understand what UR true cost per revenue dollar is, then look at it before & after you generate & deliver content. #cmworld
@KipMeacham

A7: Google Analytics can be your best friend if you take the time to actually set it up correctly, creating goals & conversions. #cmworld
@iamgiarose

@ScottLum @martinlieberman GREAT JOB! Now I want a burrito… 😉 #CMWorld
@SpencerHudonII

@gonztweets True. It was amazing what we found that we already owned, too. #CMWorld
@mikemyers614

A7. If #CPRD goes down over time, then you’re winning. If not, re-evaluate. #cmworld
@KipMeacham

@iamgiarose I need a new best friend that can help me do that! #cmworld
@lindadessau

A7: Critical for measuring content effectiveness: the second click–and beyond. Are your ideal audiences sticking around? #cmworld
@pisarose

@PatrickHayslett Yes, corny metaphors make your blog titles more clickable. Wrap around some meat and you have a corn dog. #cmworld
@ScottLum

@CEStrategy @atxcopywriter we forgot it’s #TacoTuesday. So appropriate it’s #CMWorld chat day too!
@CMIContent

A7: Don’t forget, with consolidation of IT providers, you may already have more than you thought. #CMWorld
@mikemyers614

So true, especially benchmark to you main competitors. It makes it so much more exciting! #cmworld https://twitter.com/iamgiarose/status/600704121038086144
@avivdc

@CMIContent @CEStrategy @atxcopywriter I want tacos. #CMWorld
@Mr_McFly

Q8: What enterprise brands lead the way with #contentmarketing? #CMWorld

@lindadessau I am with you! GA seems extremely daunting atm. I’m dabbling & practicing with CA for my personal blog. Not easy! #cmworld
@iamgiarose

A7: Also, don’t forget to ask your brick and mortar customers how they heard about you. It’s so easy to forget this metric. #CMWorld
@nscalice

@pisarose Yes, I like to look at time on site – so much more meaningful than just whether they showed up and poof were gone #cmworld
@lindadessau

A7: I agree that you need to set goals in order to know if your efforts are working but nothing is going to happen overnight. #CMWorld
@Elite_VS

@SpencerHudonII  Not my fault for scheduling this chat at lunch time #cmworld
@ScottLum

@CMIContent @atxcopywriter Clearly we all need lunch. #CMWorld
@AnOrchidInBloom

A8: There are many: @GeneralElectric, @Kraftfoods, @AmericanExpress, @Marriott, @CaterpillarInc, @Adobe, @Cisco, @XeroxCorp, @IBM #CMWorld
@mikemyers614

Beware of those high bounce rates! #cmworld https://twitter.com/pisarose/status/600704571535667200
@avivdc

A8: MasterCard is one.#CMWorld  https://twitter.com/CMIContent/status/600704744064069632
@Mr_McFly

@lindadessau I mean dabbling with GA. Not CA. Not dabbling with California 😀 #cmworld
@iamgiarose

@AnOrchidInBloom @CMIContent @atxcopywriter Agreed. 🙂 #cmworld
@martinlieberman

@CMIContent @iamgiarose Yes! When it comes to measurement and monitoring, custom dashboards are a content marketer’s best friend.  #cmworld
@Marketwired

@iamgiarose So sad that a lot of enterprises don’t take the time! Missing out big time. #CMWorld
@ChristnaRLove

.@ScottLum Either that or the lunch time slot of this chat is getting to us all. A meatball sundae is even sounding good #CMWorld
@PatrickHayslett

Important to identify goals & decide on KPIs first. There are plenty of tools to measure ROI if you know what success looks like. #CMWorld
@ActualKats

What do you think about Fidelity? @mikemyers614  #cmworld
@LaToyaReports

@PatrickHayslett @ScottLum yea, not so much lol  #cmworld
@CMIContent

@iamgiarose Ha! Got it 🙂 #cmworld
@lindadessau

@lindadessau Absolutely. And of course, are they sharing, commenting on & advocating your content? #cmworld
@pisarose

@mikemyers614 @generalelectric GE is #KillingIt, IMHO, Mike.  #cmworld
@KipMeacham

@iamgiarose @lindadessau ha ha ha  #cmworld
@CMIContent

@LaToyaReports They do nice work in a highly regulated industry. Good addition! #CMWorld
@mikemyers614

@AnOrchidInBloom @CMIContent @atxcopywriter It’s that time of day…wait, COOKIES? Dang it. Now I need one…#CMWorld
@SpencerHudonII

Depending on the content, visits per visitor and pages per visitor can be helpful metrics here.  @pisarose #CMWorld
@CEStrategy

@KipMeacham @generalelectric Completely agree! #CMWorld
@mikemyers614

@ChristnaRLove It’s true! GA can be the key to success… But too many people look at the surface & say “YUCK!” #cmworld
@iamgiarose

A8. Hubspot, RedBull, professional sports leagues. #CMWorld
@gonztweets

@gonztweets is there one sports league that stands out for you? #cmworld
@CMIContent

@CMIContent @lindadessau Time for more coffee. #deathbeforedecaf #CMWorld
@iamgiarose

@CMIContent São Paulo, Brazil #CMWorld
@dzchohfi

@gonztweets Yes! Forgot about @NHL #CMWorld
@mikemyers614

A8: Hubspot, Warby Parker #CMWorld
@ChristnaRLove

@ActualKats Goals & KPI’s provide the roadmap to where you’re hoping to go. Without them, it’s hard to arrive in the right place. #CMWorld
@JoshStAubin

@iamgiarose @lindadessau I read GA as Georgia at first, took me a second to translate it into something more marketing relevant 🙂 #CMWorld
@atxcopywriter

MT @mikemyers614: @LaToyaReports @Fidelity does nice work in a highly regulated industry. Good addition! #CMWorld
@lindadessau

@ChristnaRLove Ah, @WarbyParker is a good add! #CMWorld
@mikemyers614

@CMIContent A8. Starbucks, Hubspot, Oreo for sure. #CMWorld
@vivektweetsso

@KipMeacham @mikemyers614 I agree with @generalelectric & not only b/c they sent me pie. #CMWorld http://t.co/p5cpLSak1G
@Mr_McFly

@iamgiarose Playing around in GA is one of my favorite things! #CMWorld
@ChristnaRLove

Or to know if you’re even heading in the right direction… #CMWorld  https://twitter.com/JoshStAubin/status/600705566831423488
@ActualKats

@mikemyers614 @ChristnaRLove we love @WarbyParker’s use of UGC  #cmworld
@CMIContent

A8: Great Q! I think @Hubspot is doing it right. A+ always relevant & I keep returning to their blogs on my own. #cmworld
@iamgiarose

@iamgiarose @ChristnaRLove I have found that completing the #GAIQ certification for analytics really changed how I view and use it. #CMWorld
@nscalice

@CMIContent The NBA is great at generating hype and engagement around incredible plays and competitive stories! Fans come together. #CMWorld
@gonztweets

@PatrickHayslett As long as the snackable content doesn’t leave a “lasting” impression. #CMWorld
@bendgibbons

@Mr_McFly  @mikemyers614 @generalelectric #FTW, Gary! B^D  #cmworld
@KipMeacham

A8: Let’s see if you can figure out who owns this one: http://t.co/ysUdo2UEhk. #CMWorld #contentmarketing
@SpencerHudonII

@vivektweetsso a lot of @Hubspot love in today’s chat 🙂 #cmworld
@CMIContent

@mikemyers614 @NHL is another great one, too! #CMWorld
@gonztweets

@nscalice I’d love to do that. Do you have any more information? Was it difficult? I’d love to hear your experience! #cmworld
@iamgiarose

@mikemyers614 @WarbyParker kills it!! I love everything they do. #CMWorld
@ChristnaRLove

We’ll spend the last few minutes asking @MikeMyers614 questions. Ask now! #CMWorld
@CMIContent

What does one do to get on the list for pi day pie? #CMWorld https://twitter.com/Mr_McFly/status/600705691578462211
@atxcopywriter

@ScottLum @LaToyaReports @mikemyers614 bwhahahaha #cmworld
@CMIContent

And @patagonia #CMWorld
@mikemyers614

.@HubSpot hands down has the best content marketing strategy I’ve seen to-date. #CMWorld
@gonztweets

Let’s go back to the budget question.  #cmworld
@BrandedCartoons

@BrandedCartoons  Let’s not.  🙂  #CMWorld
@mikemyers614

@atxcopywriter That’s totally fair! Though when someone like me says “GA on my mind…” It’s usually Google-related. ;D #cmworld
@iamgiarose

@atxcopywriter @mr_mcfly that may be the question of the day #cmworld
@CMIContent

A8. When you’re able to become your own best case study, as well as @HubSpot has, you win at content marketing. #CMWorld
@gonztweets

@atxcopywriter I don’t even remember. I remember there was Pi Day convo leading up to it & then an apple pie showed up to my job #CMWorld
@Mr_McFly

What would you say is your greatest #contentmarketing challenge, @mikemyers614? #CMWorld
@ActualKats

A8: Tossing in an emerging disrupter… @DnBUS w/ @byoung07016 at the helm. Connectors blog: http://ow.ly/N9ke7 (my employer) #cmworld
@pisarose

A8: ESPN is doing good stuff from the sports side. #cmworld
@JeremyBednarski

@CMIContent @atxcopywriter clearly @generalelectric knew the way to my heart was through my stomach. #iStillHaveThePlaque #CMWorld
@Mr_McFly

Gotta go with @tacobell. They have an unmatched short form + social content strategy. And tacos. #CMWorld https://twitter.com/cmicontent/status/600704744064069632
@nscalice

I’m pretty sure I’ve heard of them… #CMWorld  https://twitter.com/JeremyBednarski/status/600706387430084608
@Mr_McFly

@ActualKats Exactly! Direction is critical to arriving at where you intended. #CMWorld
@JoshStAubin

@JeremyBednarski yep! ESPN is also great at this! #CMWorld
@gonztweets

A8 @hootsuite does a good job too. Their information is actually really helpful. #CMWorld
@SpencerHudonII

@ActualKats Gosh, so many. Getting buy-in across product groups. Convincing long term emp that this new content thing is worth it. #CMWorld
@mikemyers614

@lindadessau @ChristnaRLove Do I smell a potential partnership opportunity brewing here for you two? #cmworld
@iamgiarose

I have strategy to develop content program across communications mix; now the tactics for web services, governance, company culture #CMWorld
@talithaparker

I must add that @Buffer’s content strategy is top-notch. I’ve learned tons from them. #CMWorld
@gonztweets

@nscalice @tacobell Incredible new revenue generated from the #Doritos shell… on the order of billions to date. #FollowTheMoney #cmworld
@KipMeacham

@hubspot is my favorite. Wink.  #cmworld
@BrandedCartoons

Yes! We want to know! #CMWorld  https://twitter.com/atxcopywriter/status/600706009754050560
@SpencerHudonII

@CMIContent @mikemyers614 what are best platforms to disseminate content in b2c vs b2b #CMWorld
@pixiee09

@mikemyers614 Yeah, once you have org-wide buy-in, this whole content thing gets a lot easier. And more fun! #CMWorld
@ActualKats

@rasmushallgren we’ll have the recap up early next week. But hope you can join us then too! #CMWorld
@CMIContent

#CMWorld – if you haven’t seen this yet, you’ll want to 🙂  https://twitter.com/BrandLoveLLC/status/600694754767175681
@CMIContent

My point exactly! You’re awesome, Mary. #CMWorld “@gonztweets http://t.co/kcEgScYVrm… 🙂 Thanks, Mike! -Mary”
@gonztweets643

Next week, we’re talking media and influencer relations with CMI’s @AmandaSubler! http://cmi.media/twitterchats #CMWorld http://t.co/wNl4hB2rk0
@CMIContent

Let’s see what @Hubspot can do with all of this content marketing love we’re showing them… #cmworld
@ScottLum

Every time someone says Org-wide Buy-in I drink a gallon of anti-freeze. #cmworld
@BrandedCartoons

A8: I’m a fan of @Keds #kedsstyle. They get that shoes are a gateway for travel and adventure. not just things covering your feet. #CMWorld
@lynseelou

Thanks @CMIContent for a great #CMWorld today. I need to go get tacos. And cookies.
@AnOrchidInBloom

@KipMeacham @mikemyers614 so true! He did a great job! #CMWorld
@CMIContent

Send some our way please! #CMWorld  https://twitter.com/AnOrchidInBloom/status/600707375071305728
@CMIContent

For more info on @MikeMyers614, check out his website: http://alwayscontent.blogspot.com #CMWorld
@CMIContent

How about Orgnichannel BuyHack?#CMWorld  https://twitter.com/BrandedCartoons/status/600707289901879296
@Mr_McFly

See you then! Thanks for the great #CMWorld chat! https://twitter.com/CMIContent/status/600707258490589187
@ChristnaRLove

My point exactly! You’re awesome, Mary. #CMWorld https://twitter.com/buffer/status/600706877622714369
@gonztweets

Hurry! Early bird rates for #CMWorld 2015 end 5/31! Code CMWSOCIAL saves an additional $100! http://cmi.media/cmw http://t.co/ucqeTSRjxc

@CMIContent

@CMIContent We are working on an article about that for our own blog. I love @Sharpie, @Starbucks & @WholeFoods! #CMWorld
@absolutemobile

@absolutemobile @Sharpie @Starbucks @WholeFoods be sure to share the article when you’re done! #CMWorld
@CMIContent

@JedRecord @MikeMyers614 @Mr_McFly @ScottLum @ChristinKardos @martinlieberman @AnOrchidInBloom seriously though, you rock! #lucky #CMWorld
@CMIContent

Me too! #CMWorld  https://twitter.com/AnOrchidInBloom/status/600707375071305728
@SpencerHudonII

@martinlieberman @CMIContent @JedRecord @Mr_McFly @ScottLum @ChristinKardos @AnOrchidInBloom Thanks for your support, Martin! #CMWorld
@mikemyers614

@DrLizAlexander @rajivscribe we agree! #CMWorld
@CMIContent

@mikemyers614 No need to thank me. 🙂 I’m just happy to be a part of the #CMWorld community.
@martinlieberman

@martinlieberman Know the feeling #CMWorld
@mikemyers614

@nandari_nannan let us know if you have any questions. We’re sure @mikemyers614 would be willing to help too! #CMWorld
@CMIContent

@CMIContent @nandari_nannan Definitely. #CMWorld
@mikemyers614

@themiceblog Sure. But that’s a very new word. 🙂 #cmworld
@martinlieberman

A8: Red Bull is my absolute favorite when it comes to content marketing #CMWorld
@ValPapilon