Epic Content Marketing: A #CMWorld Chat with Joe Pulizzi

epicbookEpic content marketing.  This is a topic that is near and dear to our hearts as it’s something we strive for – and the title of Joe Pulizzi’s latest book. It was also the topic of our recent #CMWorld Twitter chat.

Let’s get started! Q1: How does a marketer know if they are creating content that is epic? #cmworld

 

A1: Honestly, the easiest way to see if your content is working is to check your subscriber rates – growing? #cmworld

@JoePulizzi

 

A1: I’m amazed at the amount of marketers that don’t have a subscription strategy. #cmworld

@JoePulizzi

 

A1: hard to tell if a piece of content is epic without fully analysing the results it has. You need to set goals and smash them #CMWorld

@Koozai_Cat

 

@CMIContent A1. Profit increases. #cmworld

@TCoughlin

 

A1: What is the difference between a subscriber to your content and a non-subscriber? #cmworld

@JoePulizzi

 

A1: and if people come back for your content. One time is a sample, you want advocates to come back again and again. #cmworld

@kenericson

 

@lttlewys @joepulizzi OK! You should have both email addresses! Use either. Looking forward to it. #cmworld

@cmcphillips

 

A1: The difference between a subscriber and a non-subscriber should accomplish the objective-sales, costs savings, happy customers #cmworld

@JoePulizzi

 

A1. When content creates conversation, sparks questions and someone creates a meme 🙂 #cmworld

@lttlewys

 

@JoePulizzi Subscribers come back! They trust your content as a source and therefore want to continue reading your stuff #CMWorld

@Koozai_Cat

 

Continually evaluate how your content is impacting your primary business goal(s). We track kpis monthly. #cmworld

@michelelinn

 

Oh…and focus first on the subscription channels you OWN – FB, LI, Twitter Subs not owned by you #cmworld

@JoePulizzi

 

A1: If it smashes your goals and objectives then it’s epic. All depends on what you want from it. #CMWorld

@Koozai_James

 

@lttlewys Does the meme always identify company/product? But yes – when WOM is increased, that’s a great thing! #CMWorld

@CMIContent

 

A1 epic content is ID’d in the wild by its spawning of responses, comments, riffs and reinventions of its premise #CMworld

@SFerika

 

@JoePulizzi Epic content can mean diff thing for diff biz/goals. Shorter sales time means content marketing can $$ more quickly. #cmworld

@njh287

 

Q2: How can a company take their current content and develop/modify it into content marketing? #CMWorld #contentmktg

 

A2: First, clearly identify the buyer persona, the objective and the content mission – then we need a content audit #cmworld

@JoePulizzi

 

@CMIContent There’s so much lazy content, epic content’s gotta be thought out, well researched and not repeat what’s been said 100x #CMWorld

@atxcopywriter

 

A2: make it from the “outside-in,” not “inside out.” Also, it’s amazing what happens to content when you remove your brand’s name. #cmworld

@kenericson

 

A2: Look at the topics SURROUNDING existing content – can any ideas be generated from this? #CMWorld

@Koozai_Cat

 

@njh287 100% agree Neil…it all depends on the objective of the content marketing program. #cmworld

@JoePulizzi

 

A2: Most orgs go out to create new content. First, find out what you are working with and the stories happening around you. #cmworld

@JoePulizzi

 

A2: Every organization we’ve worked with @CMIContent had untapped content sources they simply didn’t think about. #cmworld

@JoePulizzi

 

It’s important to also understand what you actually have that qualifies as content. Think of user reviews etc. #cmworld

@SueBrady

 

@CMIContent I was tongue in cheek with meme, great ones go back to one main idea in ur content #cmworld

@lttlewys

 

@michelelinn What type of monthly KPIs do you track Michele? #CMWorld

@Koozai_James

 

Dig a little deeper and use simple data to boost your content-marketing campaigns. https://t.co/V57qEqWLaE @DannyBrown #CMWorld #Marketing

@Aleck_GCom

 

@CMIContent Reframe so content is presented as the answer to a problem or provokes more convo/exploration. Get influencers involved #cmworld

@njh287

 

A2: Check customer service emails, in-house reports, annual reports, sales documentation, current trade shows attending, etc. #cmworld

@JoePulizzi

 

Join the conversation WHERE IT MAKES SENSE MT @JoePulizzi: A2: Find out what u are working with and the stories happening around u #cmworld

@kenericson

 

@CMIContent A2: By optimizing the content and distributing it through proper channels (social media, blogs, email etc) #CMWorld #contentmktg

@BrittLeake

 

A2. Content can take many forms! Turn 1 pc into many (blog post, infographic, whitepaper) Deliver value in form your audience wants #cmworld

@GabieKur

 

@CMIContent A2: Figure out the goals you have for it and tweak it to better suit them, then plan a promotion strategy. #CMWorld

@atxcopywriter

 

A2: Data! Use content you have and do some research into any stats around the topic – love a good stat or two #CMWorld

@Koozai_Cat

 

@kenericson Yes! @JoePulizzi talked about that this a.m. with a local smb group re: P&G’s Home Made Simple website. #CMWorld

@CMIContent

 

@CMIContent A2: Start w/an honest assessment if your content is worth extending in the first place. Ask your customers. #cmworld

@TCoughlin

 

A2: I’m a big proponent of being #epic in one channel. Be great at a channel that makes it easy for customers to engage. #cmworld

@JoePulizzi

 

@CMIContent agree w/@JoePulizzi you need to start w/understanding your audience and setting objectives, defining success b4 tactics #cmworld

@SFerika

 

@GabieKur “Content” is all over your website, too. Use all that info and start w/ content that GA/data shows is popularly consumed! #cmworld

@njh287

 

@TCoughlin So good…how many of us actually talk to our customers on a regular basis. Need this for buyer personas for sure. #cmworld

@JoePulizzi

 

@JoePulizzi I also always try and make sure content is solving a specific problem. Helps me stay focused & show clear value. #cmworld

@JakeDParent

 

A2 content audit is a powerful way to see where you stand — what’s reusable? what’s no longer on message? what’s worked in past? #cmworld

@SFerika

Q3: What role should email play in your #epiccontent marketing efforts? #CMWorld

 

A3: Email is more important than ever (if you can cut through the clutter). Email is certainly far from dead. #cmworld

@JoePulizzi

 

A3: Email marketing is a good way to promote content if you have the database. But also inc. exclusives to retain subscribers #CMWorld

@Koozai_Cat

 

@SFerika @joepulizzi Agree. I think a company’s sweet spot is where buyers and content marketing mission intersect #cmworld

@michelelinn

 

@JoePulizzi Not nearly enough. I’m right with you. #cmworld

@TCoughlin

 

@JoePulizzi @TCoughlin in some orgs, company silos block marketers from talking to customers #missedopportunity #cmworld

@SFerika

 

A3: If you don’t have an email subscription strategy you are missing out on a huge opportunity. #cmworld

@JoePulizzi

 

@CMIContent A3: Another channel that should not be overlooked – if you’re not using it for distribution, you’re losing out. #cmworld

@BrittLeake

 

@SFerika Agreed…for corporate silos, set up content ambassadors in each silo to assist in the content strategy. #cmworld

@JoePulizzi

 

A3: People aren’t running to your site every day – emails can prompt them to visit. #CMWorld

@Koozai_Cat

 

A3 – Email is the perfect distribution channel, but also appreciated when there is original content #cmworld

@Ebyline

 

A3 Email, if done right, can be a powerful marketing tool. Agreed, definitely not dead. #CMWorld #EpicContent

@Midnyghtskie

 

@CMIContent A3: it ultimately depends on needs/wants of audience, but still a *very* productive channel for many orgs. #cmworld

@TCoughlin

 

Q3. Email should play a big role! Consumers still cite email mktg as the most important source of pre- and post-purchase info. #CMWorld

@GabieKur

 

A3: Email should always be an option for people who want to get your content. But be careful forcing it… #cmworld

@wittlake

 

A3: For email, consistently deliver at the same time for a long period of time – Make it Must See TV! #cmworld

@JoePulizzi

 

@Koozai_James We track things such as subscribers, traffic, time on site, social followers, new opportunities, etc. #cmworld

@michelelinn

 

@JoePulizzi LISTEN before you create. #cmworld

@JakeDParent

 

A3: Has anyone had success with transactional emails? #cmworld

@repub_Hub

 

A3: Article about email open rates (up over same Q last year). Don’t ignore the channel! http://t.co/FI00MDvHc6 #cmworld

@SueBrady

 

#CMWorld A3: email’s for nurturing but if the content is fwd-able, that = new people too. Email BODY itself should contain value

@jay_zo

 

@Koozai_James What someone will track will depend on what their business goals are and what their business model is #cmworld

@michelelinn

 

@GabieKur and so much content sharing is done via email, especially in big companies that block social w/their firewalls #cmworld

@SFerika

 

A3: The majority of @CMIContent revenue comes from email subscribers of at least 6 months = Very Powerful! #cmworld

@JoePulizzi

 

@TheRealFredrikG There are times when I am checking analytics a lot but trends are often more imp than day-to-day #cmworld

@michelelinn

 

@CMIContent Also heard about idea of “socializing” email. Engagement can occur between inboxes [esp 1-on-1 level] just like on SM. #cmworld

@njh287

 

Q4: You reference @unmarketing’s “Third Circle” – how do we distribute our content to attract our audience’s audience? #CMWorld

 

A4: For this, influencer strategy is key. Create a list (at least 5-10) where your customers are hanging out on the web. #cmworld

@JoePulizzi

 

@JoePulizzi Trying to get my company on regularly schedule. Right now it’s “monthly.” But different day/time every month. #CMWorld

@KyleAkerman

 

@wittlake Agreed, it’s easy to go overboard and turn people off. People get so much email already! #cmworld

@atxcopywriter

 

Thanks @CMIContent read this from @HubSpot last week. Very thought provoking. http://t.co/QNmZWEUCE2 #cmworld

@repub_Hub

 

@Koozai_Cat +1! Plus don’t ask existing contacts to click/download. Plant value right in the email. More fwdable that way #CMWorld

@jay_zo

 

A4: Ultimately, we want the influencer’s audience to become our audience. We use the Social 4-1-1 strategy http://t.co/6baQ8zHLD3 #cmworld

@JoePulizzi

 

Question: how do you balance concern for people’s already oversaturated inboxes with using regular email marketing effectively? #cmworld

@atxcopywriter

 

A4: Find your key influencers! I recently did my first Koozai vid with some basic pointers on this http://t.co/UMEVz0Ioz8 #CMWorld

@Koozai_Cat

 

@atxcopywriter @wittlake If you can, give people an option of email frequency (daily vs monthly, for instance) #cmworld

@michelelinn

 

@KyleAkerman Ouch…monthly is fine…but get on a consistent schedule (like first Tuesday of the month) #cmworld

@JoePulizzi

 

A3. Content is crucial to being found online. Instead of focusing on a ton of content, there should be a focus on quality content. #CMWorld

@StephanieFrasco

 

@CMIContent make it remarkably useful. Must be shared by people you have never crossed paths with (ie they have zero loyalty) #cmworld

@wittlake

 

A4: And the easier you make it to share your valuable content, the better. #cmworld

@SueBrady

 

A4: Find the pain points of influencers, and then bake their content into your content. You’ll be amazed by the sharing. #cmworld

@JoePulizzi

 

A4: Get involved in the communities across social – whether that’s G+ communities, LinkedIn groups or chats like this. #CMWorld

@Koozai_Cat

 

@atxcopywriter Flexibility and options for one. Usefulness, relevance, etc. are all critical as well. #CMWorld

@CMIContent

 

@JoePulizzi Influencers may not easily label themselves; can be good to look @ macro level, complementary product areas too to find #cmworld

@njh287

 

A2 understand themes/topics relevant to ur audience, amplify owned content that add value to the convo #cmworld

@SavvyMediaGal

 

@njh287 Interesting. I wonder if engagement is higher on email than social channels if the email is from someone you know #cmworld

@michelelinn

 

@michelelinn For sure. Also, it depends on the type of content as well. E.g. comments, social signals, links earned – all differ #CMWorld

@Koozai_James

 

@njh287 We just look at where our customers are hanging out on the web – we have a list of 40 sites we started with. #cmworld

@JoePulizzi

 

Don’t mind me. Just answering last week’s #CMWorld questions. 🙂 #needcoffee

@StephanieFrasco

 

@JoePulizzi I know. It’s been a hard sell. I’m trying to get control of process. Have a lot of cooks in the kitchen now 🙂 #CMWorld

@KyleAkerman

 

@KyleAkerman But you are the chef my friend 😉 #cmworld

@JoePulizzi

 

@StephanieFrasco Hi Stephanie! We have new questions happening now – jump on in! Glad you’re here. #CMWorld

@CMIContent

 

@Koozai_James Seems like there are so many “it depends” answers in content marketing, doesn’t it? 🙂 #cmworld

@michelelinn

 

A4: Make sure to give the influencer program enough time – six months at least. Takes a while to build relationships. #cmworld

@JoePulizzi

 

@KyleAkerman @JoePulizzi Every other week, on same day, works really well for email newsletters; monthly on first Xday worked OK #cmworld

@SFerika

 

Key thing to remember with email marketing as well is not to over do it! Too many emails landing in inboxes = unsubscribe #CMWorld

@Koozai_Cat

 

A4: That is, don’t ask for influencers anything for a long, long time. #cmworld

@JoePulizzi

 

@JoePulizzi Many b2b leads don’t “hang out” on web, let alone seek content. Valuable content or personal comms better for them? #cmworld

@njh287

 

@michelelinn @njh287 I’ve seen significantly higher engagement w/forward to a colleague emails #cmworld

@SFerika

 

@njh287 Then they wouldn’t be on your online influencer list. You want sites where your customers are at – your future audience. #cmworld

@JoePulizzi

 

Q5: 73% of #B2B mktrs are creating more content than a yr ago. In general, are you seeing more or less epic content than a yr ago? #CMWorld

 

@CMIContent A5: seeing more B2B content for sure. More “epic” content? Not really. #cmworld

@TCoughlin

 

@michelelinn @njh287 the integration of the two makes sense. #cmworld

@repub_Hub

 

@CMIContent A5. I see very little epic content, today or a year ago. Marketers really need to up their game. #cmworld

@wittlake

 

@JoePulizzi Well played, sir. #CMworld

@KyleAkerman

 

A5: Well, to be honest, I see more mediocre content than ever before. It’s not pretty…harder to cut through the clutter. #cmworld

@JoePulizzi

 

@michelelinn @Koozai_James As in most things, I’d say #CMWorld

@atxcopywriter

 

@CMIContent A2: by giving away free what they most want to sell = answer questions, deliver value, share the magic sauce #CMWorld

@Brewbom

 

@TCoughlin Thanks for sharing! Hopefully with volume comes more epic content. #CMWorld

@CMIContent

 

A2 Scale! Have a high traffic’d forum page? Leverage content theme to create a blog, video, IG & amplify across channels #cmworld

@SavvyMediaGal

 

A5: Most marketers are going straight to channel and bypassing a real content marketing strategy. #cmworld

@JoePulizzi

 

A4 One blog post can turn into a SlideShare presentation, 100 tweets, a video, a screenflow, a survey… options are endless #CMWorld

@StephanieFrasco

 

A5 more content tends to trend lower on epicness if there aren’t increased resources to produce it in my experience 😉 #cmworld

@SFerika

 

@CMIContent A5b. Shoutout to @velocitytweets / @dougkessler though, they have upped their game, doing an excellent job. #epic #cmworld

@wittlake

 

A5: I’m seeing more #content as everyone jumps on the bandwagon, BUT I have to cut through the clutter to find good stuff. #CMWorld

@Midnyghtskie

 

A5: Brands rarely have any kind of mission statement driving their content. You need one. http://t.co/3TnGlvYywK #cmworld

@JoePulizzi

 

@CMIContent More. But it could be partially because I’ve got a better idea of where to look #cmworld

@atxcopywriter

 

Great chat, so many insights. thanks! “@CMIContent: @SavvyMediaGal Thanks Anastasia! Welcome!

@SavvyMediaGal

 

@JoePulizzi I’m speaking more to the audience themselves. Perhaps there are some that don’t look to influencers for info. #cmworld

@njh287

 

A5. Both. The contract from my favs is getting better, finding new & curation is harder. not just noise, it’s changing community #cmworld

@lttlewys

 

A5: Yes, I love @dougkessler ‘s idea of producing Home Run pieces to drive the content strategy. These are #Epic #cmworld

@JoePulizzi

 

@atxcopywriter That’s awesome, Kristen! Where do you go, and how did you know to go there? Just researching/reading/finding? #CMWorld

@CMIContent

 

@njh287 @JoePulizzi THE VAST majority of people (what B2B leads are) hang out on the web and seek out answers, info & content #CMWorld

@Brewbom

 

A5: We can’t settle for “also run” content. Goal needs to be “best of breed” in your content need. THE go-to resource. #cmworld

@JoePulizzi

 

With so much mundane content, my appreciation is for anything that helps me curate the decent stuff out. #cmworld

@TCoughlin

 

@JoePulizzi I’ve seen a number of marketing leaders operating on a purely tactical level, without strategic plans #cmworld

@SFerika

 

A5: Best of breed in your content NICHE. – I obviously need more coffee #cmworld

@JoePulizzi

 

A5: seeing more memorable content from big brands being talked about, but some of it is a little desperate, not tied to values #CMWorld

@Koozai_Cat

 

@michelelinn Ha! But that’s what makes content so interesting! 🙂 #cmworld

@Koozai_James

 

@kenericson And you can tell that you do! #CMWorld

@CMIContent

 

@lttlewys Morning! Agree, harder to find new good sources. Probably b/c most new sources are just jumping on the bandwagon. #cmworld

@wittlake

 

A5: via @Robert_Rose – “Tell a different story, not just the same story incrementally better.” #cmworld

@JoePulizzi

 

#CMWorld I must jet, folks! But a great chat once again. Looking forward to reading the round up.

@Koozai_Cat

 

@SFerika For sure. You either have to invest a lot more, or re-design strategy to produce less that’s better #CMWorld

@atxcopywriter

 

A5: Seeing more content out there today and it’s easier to find. But that doesn’t always mean its the right content for you. #cmworld

@repub_Hub

 

@CMIContent more epic content, yes, but also way more not-very-epic content #cmworld

@jimmy_daly

 

@CMIContent A4: the less the content is about you, the more it tends to spread farther from you #CMWorld

@unmarketing

 

Q6: While it is goal to create #epiccontent, does every single piece of content truly need to be epic? Is this standard too high? #CMWorld

 

@TCoughlin Agreed! Next evolution in content marketing is better ways to find it [SlideShare, LinkedIn, specialized search, etc.]. #cmworld

@njh287

 

@Koozai_Cat Thanks Cat! Selfishly hoping you can stay for the whole hour one of these weeks! Thanks for giving us what you could! #CMWorld

@CMIContent

 

A5: Every piece of content should add to the #Epic story. There should be a purpose, a why, behind every piece of content. #cmworld

@JoePulizzi

 

@jimmy_daly Agree! That seems to be the consensus with this group. #CMWorld

@CMIContent

 

@CMIContent A6: not every piece needs to be “epic”. I’d settle for mildly useful as a starting benchmark. #cmworld

@TCoughlin

 

A6: Content needs to be relevant and engaging so that your audience will read and share it. So not necessarily epic… #cmworld

@SueBrady

 

A6:Content should be relevant, helpful, useful, informative, moving in some way 2 reader. Might not be epic, but won’t be garbage. #CMWorld

@Midnyghtskie

 

@TCoughlin A6: How about “amazingly” useful? #cmworld

@JoePulizzi

 

@CMIContent It can’t all be epic but that’s okay. The right balance between quality/quantity depends on the brand and the audience #cmworld

@jimmy_daly

 

@CMIContent Figure out who to trust, pay attention to what they produce and share. Some people only share useful, vetted content #CMWorld

@atxcopywriter

 

@JoePulizzi Since I just read that as “bread” ur obviously not the only one that needs more coffee #cmworld

@lttlewys

 

@SFerika @JoePulizzi it is SO easy to get stuck in tactics land in #social and #content. Write & throw is NOT a strategy #cmworld

@Brewbom

 

A6: Epic Content = Fills a need, is consistent, has a POV, Lacks a Sales Pitch, and Seeks to be Best of Breed #cmworld

@JoePulizzi

 

@TCoughlin Yes – you have to start somewhere and figure out what you need, what your customers need. #CMWorld

@CMIContent

 

@CMIContent A6. Go back to your strategy. That’s where you will find out if it all needs to be #epic. 😉 #cmworld

@wittlake

 

@SueBrady Thanks Sue! Glad you’re here! #CMWorld

@CMIContent

 

@lttlewys Maybe Red Bull would work better? #cmworld

@JoePulizzi

 

Gotta run, but loved the first half of today’s #CMworld chat! @CMIContent @JoePulizzi

@KyleAkerman

 

@KyleAkerman “The Chef has left the kitchen” #cmworld

@JoePulizzi

 

@repub_Hub That’s true too. I come across plenty content that’s quality, but doesn’t give me anything I need #cmworld

@atxcopywriter

 

A6 – Content doesn’t have to be epic every time. Relevant and directed to a specific part of the audience is epic enough. #cmworld

@Ebyline

 

A6: I wouldn’t settle. Too many brands settle for “good enough”. Do you think HBR or WSJ settle for good enough? #cmworld

@JoePulizzi

 

A6: No, Epic shouldn’t be a “goal” Meet the needs of ur customer, relate and discuss with ur Community. #cmworld

@lttlewys

 

@CMIContent Content has to be SO good and useful that @jaybaer prefers it to his wife. Wait, that came out wrong…hah! #cmworld

@njh287

 

@SueBrady If your audience reads, engages and shares your content – doesn’t that make it epic? #cmworld

@repub_Hub

 

@JoePulizzi No, but not every HBR article is at the level of their “The Big Idea” articles. About fitting to purpose. #cmworld

@wittlake

 

Agree. @SueBrady If your audience reads, engages and shares your content – doesn’t that make it epic? #cmworld

@kenericson

 

Q7: How should a marketer define/measure what is epic? Does this vary based on what the goal is? #CMWorld

 

@wittlake I see…but we are competing with EVERY other piece of information out there. Why should they choose us? #cmworld

@JoePulizzi

 

A6 at a minimum, actively stamp out lame or “me too” content. If you wouldn’t share it w/your network, don’t publish it! #cmworld

@SFerika

 

A7: depends on the goal: clicks, engagement etc. I like INTERESTING as a measurable. #cmworld

@kenericson

 

@CMIContent You can’t always know if content is epic until you see results, yes? So how could it apply to every piece of content? #CMWorld

@atxcopywriter

 

A7: ROO – Return on Objective – this rolls up into a sales goal, cost savings goal, or customer retention goal. And that’s it! #cmworld

@JoePulizzi

 

@JoePulizzi Only if Red Bull has started tasting like a vanilla latte with add shot. I like my caffeine #OldSchool #GirlieCoffee #cmworld

@lttlewys

 

@repub_Hub You’re right. Epic sounds like an almost unattainably high standard, but accomplishing the basic goals makes it epic. #cmworld

@SueBrady

 

@lttlewys Agree! It’s like when someone wants to make a viral video. You don’t decide you’re making something viral. Customers do. #CMWorld

@cmcphillips

 

There has to be a good, better, best dynamic. If everything is best, it loses its meaning. #cmworld

@Ebyline

 

@CMIContent @atxcopywriter @repub_Hub agree– so much basic, 101 level content. Well done, but not relevant for me #cmworld

@SFerika

 

@wittlake Suggestion is content marketers should have #epic mentality. If it’s not epic, is it worth producing/disseminating? #cmworld

@njh287

 

@CMIContent A6: by Epic @JoePulizzi meant useful, valuable, on target, on strategy & giving away free what you most want to sell. #CMWorld

@Brewbom

 

@JoePulizzi Actually, yes, I do think hbr & wsj are starting to settle, lower standards #cmworld

@lttlewys

 

@CMIContent A6 Every content doesn’t need to be epic but it must be useful and relevant. #cmworld

@superdivakerry

 

A7: Unfortunately, most marketers are setting goals that are actually metrics (web traffic for example). These are not goals. #cmworld

@JoePulizzi

 

@JoePulizzi Because you meet the need best. Period. But epic has too many other connotations. #cmworld

@wittlake

 

@lttlewys are you my coffee soulmate? double tall skinny vanilla latte is my caffeine of choice ;p #cmworld

@SFerika

 

A7: #EpicContent? We take a look at a #content’s shelf life. Will it hit the interwebs and die, or will it live on & prosper (ha) #CMWorld

@Midnyghtskie

 

@islandlifetimes Great goal! #CMWorld

@CMIContent

 

A6: If epic became the norm, super epic will take its place, There’ll always be mediocre content, so keep ideas unique #CMWorld

@Koozai_James

 

If you can take basic 101 content, and somehow make it entertaining, then it might be worth it to publish… @njh287 @wittlake #CMWorld

@crestodina

 

@lttlewys If that’s the case, then what an amazing opportunity for content marketers, right? #cmworld

@JoePulizzi

 

@crestodina Andy! So glad to see you! #CMWorld

@CMIContent

 

@cmcphillips @lttlewys it is painful if you’ve ever been in a meeting and been tasked w/making a viral video… #cmworld #notgettingit

@SFerika

 

@Koozai_James Super Epic? I like that 😉 – if Epic content became the norm, I’d need to get a new job. #cmworld

@JoePulizzi

 

A7pt2: Content that lives on, shows it serves a purpose for readers. It’s engaging and useful over time. #CMWorld

@Midnyghtskie

 

@crestodina @njh287 Or particularly useful. Remember: shorter content with the same info is more useful. See Lowe’s on Vine. #cmworld

@wittlake

 

Annoying: When someone touts a certain marketing channel and says others are dead/floundering etc. Every situation needs own MIX #cmworld

@barakkassar

 

@crestodina +1. Epic does NOT have to = complex/difficult. Just that users find it THAT valuable. KPI can be # and added trust/cred #cmworld

@njh287

 

Content that lives on, pulling traffic for months or years, is usually the search optimized stuff. That’s kinda #EpicContent… #CMWorld

@crestodina

 

@wittlake @crestodina @njh287 Yes – we’re big fans of the @lowes Vine campaign! #CMWorld

@CMIContent

 

Also annoying: Changing the I in #ROI into something clever: ROO, ROC, ROBLABBLAH, ROWTF. In the end I matters. #cmworld

@barakkassar

 

@SFerika Lol!! We must be fated!! #GirlieCoffee #cmworld

@lttlewys

 

@crestodina #epic and completely measurable. Evergreen content is my favorite. #cmworld

@JoePulizzi

 

@barakkassar You’re exactly right! What works best for your strategy, and where are your customers? #CMWorld

@CMIContent

 

Q8: The mandate is #epiccontent. But marketers are encouraged to experiment. How do you reconcile these two? #CMWorld

 

@JoePulizzi Ha – Just release a new version of your book, “Super Epic Content Marketing” #CMWorld

@Koozai_James

 

@crestodina @njh287 @wittlake And there’s still a need for basic 101 content – someone’s always just starting out #CMWorld

@atxcopywriter

 

“@JoePulizzi: @Koozai_James Super Epic? I like that 😉 if Epic content became the norm, I’d need to get a new job. Epic overdose.

@superdivakerry

 

@barakkassar I can’t stand the I in ROI because people don’t use it for what it really is. Get the Objective right first. #cmworld

@JoePulizzi

 

@JoePulizzi That’s totally the case & I frequently think marketers forget/ignore those opps #cmworld

@lttlewys

@JoePulizzi @lttlewys I think a lot of journalists are moving over to #contentmarketing, seems like quality may shift more our way #cmworld

@atxcopywriter

 

@cmcphillips I have a reminder set, but got busy working on something else 🙂 #cmworld

@Steph_Montreuil

 

@CMIContent A8. I don’t see the gap that needs to be reconciled. I’m serious. There isn’t just ONE way to epic. #cmworld

@wittlake

 

A8: I’m a big fan of @Mildenhall ‘s formula where 10% of all content is experimental. I think that’s a solid model. #cmworld

@JoePulizzi

 

A8: You have to experiment with your content to climb the hill to epic. #cmworld

@SueBrady

 

@SFerika @cmcphillips Heh! That makes me Kranky 🙂 I have kids, Viral is for lice & flu, not marketing! #buzzword #cmworld

@lttlewys

 

@JoePulizzi Agree. What’s harder for some marketers to stomach: the experimental content is more expensive… @Mildenhall #cmworld

@wittlake

 

A8: Experiment doesn’t mean re-invent the wheel. Have clear goals and then tweak/experiment with some content, not all. #cmworld

@Steph_Montreuil

 

Guilty as charged! MT @atxcopywriter: @JoePulizzi @lttlewys I think a lot of journalists are moving over to #contentmarketing. #cmworld

@kenericson

 

A8: So 10% of your content resources should go to R&D and experimental projects. That’s how we learn what works (and not). #cmworld

@JoePulizzi

 

@JoePulizzi that’s a great rule of thumb. @Mildenhall #cmworld

@Steph_Montreuil

 

Content Marketing is 40% creation and 80% promotion. The other 15% is experimentation… #CMWorld

@crestodina

 

@SueBrady “You miss 100% of the shots you don’t take.” – Wayne Gretzky. #cmworld A8

@njh287

 

@CMIContent I always assumed the former required the latter. #cmworld

@TCoughlin

 

@njh287 Gretzky – “Don’t go where the puck is, go where the puck is going to be” – same with your #contentmarketing #cmworld

@JoePulizzi

 

@njh287 @SueBrady Seemingly always a very timely quote! #CMWorld

@CMIContent

 

@crestodina Now that’s the kind of math I like to see! #cmworld

@JoePulizzi

 

Marketers should experiment to produce #epiccontent to keep up with the continual changes in the digital hemisphere. #cmworld

@repub_Hub

 

@crestodina Great point though…don’t develop any more content until you have a plan for marketing it! #cmworld

@JoePulizzi

 

Q9: There is a trend towards keeping creative in-house (@Lego_Group @CocaCola). Does outsourcing have impact on #epiccontent? #CMWorld

 

A8 I think it’s the experiments that will lead you to your unique flavor of epic content marketing #cmworld

@SFerika

 

@wittlake I think in many cases experimental content isn’t more expensive, but it takes more energy / creativity #cmworld

@michelelinn

 

A9: Strategy must be internal – the execution of that can be both internal and external. About 1/2 of orgs outsource something #cmworld

@JoePulizzi

 

@JoePulizzi Lots of great advice in your answers Joe. Thanks for sharing your knowledge. #cmworld

@PeterAbraham

 

@crestodina I think we might be equally skilled at math #cmworld

@atxcopywriter

 

@CMIContent A9: it shouldn’t. you can do well either way (and do terribly either way). #cmworld

@TCoughlin

 

@JoePulizzi @crestodina epic content that isn’t promoted doesn’t have any shot at having good ROI #cmworld

@SFerika

 

A9: Kraft is a great example – They have an in-house content factory and work with multiple outside agencies as well. #cmworld

@JoePulizzi

 

@PeterAbraham You got it Peter…my pleasure #cmworld

@JoePulizzi

 

@PeterAbraham @JoePulizzi Thank you for joining us, Peter! #CMWorld

@CMIContent

 

Some of our best ideas come from fresh perspectives – external help can be quite valuable #cmworld

@Ebyline

 

A9. Having some outside content brings in a differ voice, grows ur audience. Provides alternative thought process #cmworld

@lttlewys

 

A9 you need to have marketers w/solid agency/freelancer management skills and a strong style guide if you outsource #cmworld

@SFerika

 

@JoePulizzi – looking forward to this read! #contentmarketing #cmworld http://t.co/o1qGoSYNIb

@BradleyWoodward

 

A9: Most of @CMIContent is outsourced, but runs through an internal process. #cmworld

@JoePulizzi

 

A9: Outsourcing creative leads to headaches. No matter how skilled a #writer, they don’t know your Brand like you do. It shows. #cmworld

@Midnyghtskie

 

@BradleyWoodward Now THAT is epic. Thanks my friend! #cmworld

@JoePulizzi

 

@CMIContent A9: Doesn’t have to. Just have to be sure who you hire is on the same page. Understands brand, goals, audience, etc. #CMWorld

@atxcopywriter

 

@Midnyghtskie Not always. #cmworld

@TCoughlin

 

@atxcopywriter We agree with that! #CMWorld

@CMIContent

 

@Midnyghtskie A good project manager can make outsourcing work. Sometimes outsourcing is best option. #cmworld

@JoePulizzi

 

@Mindnyghtskie – A persona really helps with this problem #cmworld

@Ebyline

 

40/60? 30/60/10? however you add it up I agree MT @crestodina: CM is 40% creation, 80% promotion. The other 15% is experimenting… #CMWorld

@junebug

 

@TCoughlin @Midnyghtskie: It can also help if you work with fewer writers more often so they know your brand well #cmworld

@michelelinn

 

@TCoughlin @Midnyghtskie if you treat your agencies/freelancers as part of your team & keep them briefed it can be seamless #cmworld

@SFerika

 

@Midnyghtskie Well not right away they won’t. Good writers have to be good researchers too though, we can learn! #cmworld

@atxcopywriter

 

A9: @Midnyghtskie but I would argue that FAR too many marketing teams DON’T know their brand they only know their tactics #cmworld

@Brewbom

 

Q10: 58% of #B2B and 60% of #B2C mkters plan to increase #contentmarketing budgets. What are some smart areas to invest? #CMWorld

 

@SFerika Great point…I know a few agencies that work inside the walls of the company with the brand team. #cmworld

@JoePulizzi

 

@JoePulizzi completely agree, and outsourcing is how I’ve gotten my best writers. Outside perspective helps, too. #cmworld

@junebug

 

@SFerika @Midnyghtskie Agreed. Takes work, but worth the effort. #cmworld

@TCoughlin

 

@atxcopywriter Good point. Internal sourcing keeps brand consistency, but external eyes assures uninformed can digest/understand. #cmworld

@njh287

 

@SFerika @TCoughlin @Midnyghtskie Agree! I’ve done that for 15 yrs and am as engrossed in their brand as they are. #CMWorld

@cmcphillips

 

@TCoughlin You’re right, not always. It’s just been in my experience. #CMWorld Same reversed with a new employee.

@Midnyghtskie

 

A10: Invest in Content Analytics, Managing Editors, Research experts and other great storytellers. #cmworld

@JoePulizzi

 

@CMIContent A10 invest in PEOPLE! hire better, more experienced people (not interns) the magic is in the wizard not the wand #CMWorld

@Brewbom

 

@eccushing Bummed you missed too! Watch website for transcript if interested! Will be up in a couple days. #CMWorld

@CMIContent

 

A10- It’s about time many companies started using video effectively. Larger budget could free up resources to get the ball rolling #cmworld

@Ebyline

 

@CMIContent A10: and pay them MORE for more experience and better work, treat them epic and they treat your customers epic #CMWorld

@Brewbom

 

re A9: best writers I’ve hired know the topic, helping them to know the brand is my job. Journalists v good at knowing audience. #cmworld

@junebug

 

Didn’t know that you had a regular chat. Would’ve loved to have joined. #cmworld

@allisonbergamo

 

@CMIContent Coffee, antacid and Tylenol. #cmworld

@TCoughlin

 

A10: Assign someone to own content marketing in the organization. If no-one is accountable, results are much harder to come by. #cmworld

@JoePulizzi

 

@Brewbom @Midnyghtskie Totally agree, marketers often only have a piece of the brand strategy #cmworld

@lttlewys

 

@Brewbom Treat them epic! We love that! #CMWorld

@CMIContent

 

@CMIContent Another one of those “it depends” questions @michelelinn Depends on audience, what’s worked before, etc. #CMworld

@atxcopywriter

 

@CMIContent Invest in people/software that can create #epic visuals [and visual content] – infographics, images, etc. VERY useful. #cmworld

@njh287

 

@TCoughlin 🙂 #CMWorld

@CMIContent

 

A10: Also, inserting a storyteller within sections of the organization can pay off big time. #cmworld

@JoePulizzi

 

@midnyghtskie – We hope that works for you 🙂 #cmworld

@Ebyline

 

Before you invest in tools, invest in people who tell great stories. Then you can use those across platforms #cmworld

@Steph_Montreuil

 

Did we miss your question in today’s chat? Email Cathy[at]http://t.co/RnNbBkDhxG and we’ll be in touch. #CMWorld

@CMIContent

 

Thanks to @CMIContent and everyone who participated in today’s chat. Too much fun. Excellent takes! #cmworld

@JoePulizzi

 

@allisonbergamo Hi Allison! #CMWorld chats every Tuesday at noon ET! Here is more info: http://t.co/PcYRzG5TGs

@CMIContent

 

A10: Invest in quality over quantity to produce #epiccontent #cmworld

@repub_Hub

 

@CMIContent A10: I would suggest they send at least 5 people to –> #CMWorld

@Brewbom

 

@Steph_Montreuil You also need people to use tools wisely. Tools are ineffective unless they are part of a broader strategy #cmworld

@michelelinn

 

A10 Surprised no one said invest in going to #CMWorld 🙂

@atxcopywrite

Looking to create your own #epiccontent? Subscribe to receive Content Marketing Institute’s articles in your inbox, or pick up a copy of Joe Pulizzi’s new book, Epic Content Marketing!



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