Front-end vs. Back-end Marketers: A #CMWorld Chat with Jay Acunzo 

Screen Shot 2015-10-07 at 11.08.52 AMA few months ago we were intrigued by this post from Jay Acunzo on his Sorry for Marketing blog: Half-Baked Content Marketing Ideas: Front-End vs. Back-End Content Marketers. As content marketing matures, there is no “one size fits all” description of what a content marketer is.

Jay Acunzo joined our #CMWorld Twitter chat to help both hiring managers and content marketers wade through the skills needed so managers can better hire the right people, and marketers can identify where there passions lie and build their ideal career.

Want more from Jay? You can purchase our Content Marketing World video on demand where Jay presented two sessions: Create Ugly: Clever, Sneaky, and Downright Brilliant Ways Prolific Content Creators Make “Quality vs. Quantity” a Pointless Debate and The Content Wheel: Sustaining Momentum with Greater ROI While Punching Unicorns in the Face. 

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

Q1: How would you define “front-end” vs. “back-end” marketers? Should we split up roles within marketing based on the skill set? #CMWorld

A1: Taking a pg from eng. teams, front-end = the part you can see/interact with. Back-end= makes it all work on various levels. #cmworld

@Jay_zo

A1: Is it too early for me to propose that #contentmarketing will just become #marketing and these teams already exist? 🙂 #CMWorld

@mikemyers614

For CM, front=creators. Care for experiences. Back=ensure these get to the right ppl & trigger actions (+ tweak accordingly) #cmworld

@Jay_zo

I was looking for this #CMWorld chat to help me understand the terms! (See “back end” and think “bums in seats”) 🙂 https://twitter.com/CMIContent/status/651427973623513089

@jgombita

A1 is another Q. Do brands really distinguish btwn front and back end mktg? #CMWorld

@SueBrady

@jgombita that’s what we hope to uncover! #cmworld

@CMIContent

A1 The only way I’d split up “mktg teams” would be to have the most people focused and available to consumers needs/questions #cmworld

@LUCYrk78

This could solve for a # of things in our industry, incl happy careers, well-rounded teams, & domain expertise/specialists #cmworld

@Jay_zo

A1: God no. It’s so key for creatives to have the basic feel for what goes on behind the scenes so they can design with intent #CMWorld

@MaureenOnPoint

A1: I think of front end mktg as pre-sale lead gen, and back end as post-sale mktg to increase lifetime value of customer #cmworld

@PatrickHayslett

A2) Backend marketers have some technical expertise. Front-end marketers are focused on communications and experience. #CMWorld

@martinjason

A1. Is this more like creators/producers vs. strategists/analysts? #cmworld

@vegecomgirl

The KEY in all this: constant collaboration. It’s about passion/skill, not silos! Example> http://www.sorryformarketing.com/blog/structuring-content-marketing-teams-the-pod-approach #cmworld

@Jay_zo

A1: Front end for me: Content I work on that connects with clients.  Back end is stuff that is foreign to me, but shouldn’t be.  #CMWorld

@JS_insidepitch

The Future of Content Marketing: Integration, Optimization and Participation https://airtweets.com/go/46fw947P #CMWorld http://t.co/Eontpuqn8K

@patriciajonesai

A1: Front end = focus marketing on acquiring new customers. Back end = focus marketing on nurturing existing customers #CMWorld

@5FifthStory

Splitting up “front and back end” for marketing makes me think there’s too much being missed in the middle, less collab… #CMWorld

@LUCYrk78

@CMIContent A1 Skill based roles with in marketing is the need of hour. One with creative mind another with analytic mind @Jay_zo #CMWorld

@varunkr842

a1 I guess roles could be different, but they are still closely connected…can’t live alone #cmworld

@tracibrowne

Here’s a quick way a front- and back-end content marketer might work on an eBook #CMWorld http://t.co/aSSMQlugmz

@Jay_zo

Companies who believe in the concept of sales funnel distinguish. Those who don’t believe in it tend not to distinguish. #cmworld

@PatrickHayslett

Q1: to be a specialist you need to specialise! Don’t separate the two skills, you need to form a team, but knowledge pays off #cmworld

@InhabitAgency

@av8r2000 I think I didn’t understand. We actually do split that way in my comp. #CMWorld

@SueBrady

#Cmworld A1: This is so subjective. Front end for us is marketing. Back end is all the technical peeps. I think?

@webmastergirl

@martinlieberman @mikemyers614 I’ve been thinking the same thing, Mike. When does it become business as usual? #CMWorld

@JeremyBednarski

A1. As writer/editor at associations, I often knew little about the marketers’ goal. It’s better to be more connected, on same page #cmworld

@MelEdits

A1 terms make it sound like a silo that wants to be erected…that’s the last thing we need #cmworld

@tracibrowne

Front-end: HTML/Code/SEO/Analytics Back-end: More personal 1:1 feel, Social media, interactions, design #cmworld

@jakessman

Interesting… I had a very different answer. Tech vs. nontechnical #CMWorld https://twitter.com/5fifthstory/status/651428789361209345

@martinjason

@mikemyers614 That is the question. 😉 Actually, it sounds more like a guy named Yogi. I wouldn’t mind interviewing him either. #cmworld

@MarciaRJohnston

Front end for us is content, community, seo, point of interaction. Back is developing tools/landing pages/campaigns to compliment. #cmworld

@CrowdContent

A1: TBH had to Google this! #CMWorld https://twitter.com/CMIContent/status/651427973623513089

@suddenlyfrugal

Yes! Great example here! #CMWorld @CMIContent https://twitter.com/5FifthStory/status/651428789361209345

@rabbleandrouser

I started in CM bc I love to create things & there’s TONS to learn/do in that alone. But ditto for “traditional” mktg skills #cmworld

@Jay_zo

A1. Back-end is the stuff I want to keep secret so the front-end seems effortlessly cool! #CMWorld

@mediasamtweets

Okay, with this as a guide, we do have everyone on one team. Sort of. #CMWorld https://twitter.com/Jay_zo/status/651428940339355648

@webmastergirl

@suddenlyfrugal we bet you’re not alone! #cmworld

@CMIContent

Front end: More personal 1:1 feel, Social media, interactions, design Back end: HTML/Code/SEO/Analytics #cmworld

@jakessman

@LUCYrk78 Oh no! Not those silos again… Arghh! #CMWorld

@MSLJim

@CMIContent Been crunching front & back end data all morning, so I came to #CMWorld prepared! http://t.co/2RjdDIJmCM

@bendgibbons

A1. Front end: More personal 1:1 feel, Social media, interactions, design Back end: HTML/Code/SEO/Analytics #cmworld

@jakessman

Awesome visual representation of front and back end collaboration on content marketing. #CMWorld https://twitter.com/Jay_zo/status/651428940339355648

@locallinkllc

Q2: Has content marketing broadened to a point where we need disciplines defined? Is “content marketer” now too broad? #CMWorld

@webmastergirl That’s how I understand it, but here to learn why my thinking is wrong! #CMWorld

@JS_insidepitch

Well @CMIContent at least I’m honest! However, that infographic @Jay_zo just posted is pretty awesome! #CMWorld

@suddenlyfrugal

A1 “Front end” content marketers should have “back end” skills, but vice versa isn’t necessarily true. Agree? #cmworld

@martinlieberman

A2: Please see A1. 🙂 #CMWorld

@mikemyers614

Well said! @MelEdits #cmworld

@JS_insidepitch

A2: I think so. (Remember this was my “half-baked CM idea” column!) Full-stack individuals are always amazing but harder to find. #cmworld

@Jay_zo

@suddenlyfrugal I did too 🙂 don’t worry! #CMWorld

@jakessman

@suddenlyfrugal we agree! #cmworld

@CMIContent

@martinjason Interesting perspective! I hadn’t thought about it in that way #CMWorld

@5FifthStory

@martinjason @5FifthStory Jason, that’s what I was thinking, too. #CMWorld

@MarciaRJohnston

Wow, I want to reply/discuss to everyone here – this chat has grown so big! 🙂 #cmworld

@Jay_zo

@MSLJim isn’t that what this sounds like?! 👿 #CMWorld

@LUCYrk78

@CMIContent A2: I think a defined discipline would be helpful, but not necessary. #CMWorld

@ExperianDQSteph

I’d wager we all feel there’s too much to know let alone DO for 1 person to be GREAT at it all. Thoughts all? 🙂 #CMWorld

@Jay_zo

A1 Front-end marketing focuses on #creating. Back-end includes #SEO, #automation, analytics… Knowledge share is critical. #cmworld

@DaynaChirps

@CMIContent A2. Content marketing can be as specific as your needs allow. Video, blog, images, etc! #CMWOrld

@Pearl_Capital

@martinjason Makes sense, tho both groups have to be aligned. At AOL we’d say, don’t leave your garbage in my yard (acq v ret) #CMWorld

@SueBrady

A1: I’m used to doing both, so I’m not overly familiar with front-end and back-end. Makes sense though. #CMWorld

@JeremyBednarski

@Jay_zo I don’t think you can write/create w/o knowing how measure & optimize Great content marketers r blend of artist + scientist #CMWorld

@amandatodo

Let’s just axe the labels and be Marketers. Would that be so bad? #CMWorld

@martinjason

I live in the #contentmarketing world as a freelance writer & editor, not a big kahuna. #CMWorld https://twitter.com/jakessman/status/651429622224130048

@suddenlyfrugal

A2: I like broad def’n of content marketer because the focus is on content (hopefully customer oriented) rather than media channels #cmworld

@PatrickHayslett

I think that the best marketers split that space between analytical and creative. #CMWorld

@MaureenOnPoint

A2: Yes, content marketing needs individual disciplines in larger orgs: PR/comms, AR, Social, Blogging, Curation, etc. #CMWorld

@ClarabridgeClor

.@amandatodo Agree 900%. It’s about going deeper in something specific but broad knowledge in a lot. T-shaped if you will #cmworld

@Jay_zo

A1: Like programming, front-end is an interface with client/project. Back-end is the data person doing heavy knowledge lifting. #CMWorld

@globalHMA

A2. Content Marketer is definitely broad. I’d say we’re the jack-of-all-trades. There are SO many disciplines to think about #cmworld

@jakessman

Fundamentally, specialization is about competing & improving the critical stuff. For us? Content(front). Marketing(back). #CMWorld

@Jay_zo

A2: It’s a great debate between specialization and generalization. Also depends on the size of the org. One person shops do it all. #CMWorld

@mikemyers614

@martinjason And that was not meant in a ‘customers are garbage’ kind of way-to clarify! #CMWorld

@SueBrady

A2 I think content marketing has broadened in concept. For many it means ads with lots of words…need to better define the concept #cmworld

@tracibrowne

A2-1) I think it depends on the client base. If it’s a small firm, helping other small businesses, all inclusive is clearer. #cmworld cont.

@Serious_Vanity

Me! #CMWorld https://twitter.com/maureenonpoint/status/651429852571172864

@martinjason

@ClarabridgeClor Totally agree, Elizabeth! #CMWorld

@Pearl_Capital

Yes, broadening is not always good! #CMWorld https://twitter.com/tracibrowne/status/651430065482432512

@mikemyers614

@ClarabridgeClor Agreed! In smaller orgs content marketing tends to fall on 1 individual or a small team #CMWorld

@5FifthStory

A2: I know plenty of people in publishing who still have no idea what #contentmarketing is. So not yet? #CMWorld https://twitter.com/CMIContent/status/651429495623172096

@suddenlyfrugal

A2 It depends on business size too. Big companies have luxury of specializing. SMBs need full-stack marketers #CMworld

@EvanLePage

A2 I think there could be less focus on titles and more on collaboration to anticipate peoples needs/info to help them/pain points #cmworld

@LUCYrk78

A2-2) But if you’re on a large team or within a big organization, being clear about your more specific role helps. #cmworld

@Serious_Vanity

A1. Marketers wear many hats, but small integrated teams of front & back end specialists can develop professional agile content #CMWorld

@CJ_24K

@Jay_zo … I Googled front end vs. back end marketer and it was what I clicked on! SEO at its finest #CMWorld

@jakessman

@CMIContent A2 Everything is Content, so how can be content marketing can be a small world, u just need to focus on targeted medium #CMWorld

@varunkr842

@Jay_zo It’s overwhelming! Involves creating, curating, repurposing & being aware of other content being shared by others. #CMWorld

@Perfect_Search

We also think & schedule time differently. It’s THIS – already separate but can’t be disconnected. NO SILOS #CMWorld http://t.co/NQhdd9oYc7

@Jay_zo

@MaureenOnPoint Or bridge the space/communities. #CMWorld

@bendgibbons

Q2: Have to agree with @mikemyers614 that content marketing needs to be an integrated part of the whole marketing org #CMWorld

@av8r2000

A2 Defined disciplines is a good thing. Because content marketing is so broad, rolls can become undervalued #CMWorld https://twitter.com/CMIContent/status/651429495623172096

@PlanetSpeck

A2) It depends on the size of the company. In a smaller company, “content marketer” is likely front and back end. #CMWorld

@CrowdContent

A1: It’s amazing to find someone with both interface/communications skills and a data driven/analytical mindset, but rare. #CMWorld

@leen_machine

IMO, the marketers that are able and adapting to “new ways” automatically are merging disciplines, without meetings about it #cmworld

@LUCYrk78

Big time agree – problem is it’s hard to give budget to something that isn’t tightly named/defined #cmworld https://twitter.com/LUCYrk78/status/651430232537219072

@PatrickHayslett

Some ppl/orgs are “full-stack” & own it all. That’s wonderful, but doesn’t scale well & isn’t common either. CM is maturing. #cmworld

@Jay_zo

#Integrated is the key word there…great addition! #CMWorld https://twitter.com/av8r2000/status/651430393900457984

@mikemyers614

@Jay_zo Yes. I am putting all my writers & designers through analytics training now. Crucial. #cmworld

@amandatodo

Q2: Too broad! We draw on team skills to contribute to an overall content goal – creative, copywriter, researcher, analyst etc #CMWorld

@InhabitAgency

A2Most #contentmarketing people operate on multiple platforms and channels.  To singularly define them would be tough. @CMIContent #CMWorld

@JS_insidepitch

@LUCYrk78 It’s starting to sound a bit like that. Don’t like silos at the best of times, especially not for collaborative tasks. #CMWorld

@MSLJim

@LUCYrk78 Love your vision of the marketing world! #CMWorld

@Pearl_Capital

@aesmithwriting For me too, and I wrote the post! 🙂 It’s about kicking the tires on this idea. We’re all exploring together here #cmworld

@Jay_zo

A2: Are we going back to specialized marketing instead of hybrid marketing? #CMWorld https://twitter.com/CMIContent/status/651429495623172096

@JeremyBednarski

A2: does anyone manage a team with specific disciplines? If so how do you make sure the cohesion of your brand is not lost? #CMWorld

@locallinkllc

@CMIContent A2. Depends on agency size. Small agencies benefit from full stack marketers, big teams are more efficiently split #CMWorld

@CJ_24K

@CMIContent @Jay_zo Don’t be afraid to surprise us w/a response at 6:00 am tomorrow, if needed! The #CMWorld element of surprise!

@bendgibbons

@suddenlyfrugal Not knowing what #contentmarketing is? Speechless #CMWorld http://t.co/B1C7BtRcn5

@jakessman

You’re the perfect specimen as to why #contentmarketer is a good term. You can’t be defined as one thing. @JeremyBednarski #CMWorld

@JS_insidepitch

So, the general sentiment I’m hearing: TONS to know/do. #cmworld

@Jay_zo

Happy #CXDay everyone! Check out my post on how #CX & Content Marketing Can Work Together to Build Retention http://labs.openviewpartners.com/customer-experience-retention/ #cmworld

@SusynEliseDuris

A2. I actually prefer to be called “writer-in-residence,” but maybe I’m a snob! #CMWorld

@mediasamtweets

Q3: Does the notion of front-end and back-end create more silos in an organization? How can that be prevented? #CMWorld

I like this. Don’t let titles divide us. Marketers unite! #CMWorld https://twitter.com/LUCYrk78/status/651430232537219072

@aesmithwriting

A2: Yes, content marketing is very vague. It covers so much. It’s up to us as marketers to define it. #CMWorld

@globalHMA

2) BUT we want fulfilling careers/specialization to some degree, and no silos 🙂 #cmworld

@Jay_zo

PLANS/strategies can be, less important 2 me on what you call the person doing it-as long as there’s buyin #CMWorld https://twitter.com/patrickhayslett/status/651430539346493441

@LUCYrk78

Maybe I’m ahead of curve as writer b/c I’ve had blog since 2007 & had to understand analytics/metrics fast! #CMWorld https://twitter.com/amandatodo/status/651430580618440704

@suddenlyfrugal

A3: If I could solve organizational silos in a Twitter chat, I’d be on an island somewhere 🙂 HOWEVER… #cmworld

@Jay_zo

Gr8 image >> It’s THIS – already separate but can’t be disconnected. NO SILOS #CMWorld http://t.co/jZs3fq2Jqe #CMWorld

@BradLawless

@Jay_zo Oh, good! #cmworld

@aesmithwriting

A2: I’m not sure I have a strong answer, but regardless of yes/no communication btwn disciplines need to be closely tied. #CMWorld

@MaureenOnPoint

@suddenlyfrugal baptism by fire, right? #cmworld

@CMIContent

Google attacked this idea VERY well when I was there. It wasn’t perfect but it DEFINITELY helped. Pods -> http://www.sorryformarketing.com/blog/structuring-content-marketing-teams-the-pod-approach #cmworld

@Jay_zo

Should all silos be prevented? http://bit.ly/1aZ2HUq #cmworld https://twitter.com/CMIContent/status/651430976048861184

@PatrickHayslett

A2. I work on a team of 4 ppl & we all focus in our own thing: video, #SM community, content creation, analytics – we work 2gthr #CMWorld

@jakessman

Agree completely. This is a marketing term, not quite out there to the rest of the world yet. #CMWorld https://twitter.com/suddenlyfrugal/status/651430212194832385

@MelEdits

It’s my biggest passion! I LOVE being able to do it for a career 🙂 #CMWorld https://twitter.com/pearl_capital/status/651430756976300032

@LUCYrk78

@amandatodo The more analytic they will, the less creative they will become. Your take. @Jay_zo #CMWorld

@varunkr842

@bendgibbons @CMIContent Is that allowed, Ben? 😉 #CMWorld

@MarciaRJohnston

A3: Yes, front vs. back (or A vs. B anything) creates separation. Is it necessary? Add value? If so, needs to have a defined process. #CMWorld

@mikemyers614

You also need to ensure total alignment on mission & KPIs. Otherwise front becomes short-order cook; back-end, glorified mouthpiece #cmworld

@Jay_zo

Q3: Create team goals that everyone shares, then you are all invested in contributing to a mutual success #CMWorld @CMIContent

@InhabitAgency

@locallinkllc My team is acq for 1 channel but cust. focused, post acq for all channels. Key: constant contact w/ all channels #CMWorld

@SueBrady

Yes @CMIContent Old school writers still use clever wordplay. New school writers understand keywords & organic search. #CMWorld

@suddenlyfrugal

A2 #ContentMarketing is about making it #Personal. Disciplines need defining? Nah. But Defining goals? Yes! #CMWorld http://t.co/KSs6FOFfkB

@DaynaChirps

@globalHMA Agreed! If you can’t clearly & concisely explain what something is, it’s too vague. Definitely applies to CM. #CMWorld

@Perfect_Search

A3: Keep in mind what we have in common… the focus on the user, customer, audience, etc. #CMWorld

@bendgibbons

A3: Everyone relies on each other to make mktg work, so anything that facilitates a team attitude. #cmworld

@meganherrity

A3) Honestly, @SlackHQ has broken down any potential of silos at Crowd Content. This tool promotes collaboration and efficiency. #CMWorld

@CrowdContent

Q for all around silos: If you LOVE writing/creating (or LOVE distribution/analytics), do you feel you can go deeper? Or too busy? #cmworld

@Jay_zo

@CMIContent These are tough ones. I would say yes. Prevention comes with education and collaboration. understanding=harmony #CMWorld

@MaureenOnPoint

@locallinkllc I don’t manage but we collaborate & work 2gthr on everything. If someone is better @ design > @SM. They do their part #cmworld

@jakessman

My team does recurring stand-up meetings to frequently touch base across silos/roles. Amazing what happens in just 15 mins #CMWorld

@amandatodo

A3 @CMIContent Every project should involve kick-off and progress meetings with everyone involved. Not diff ppl at each stage #CMWorld

@EvanLePage

Absolutely. Marketing teams need to operate in a cloud of ideas in a collaboration to accomplish goals. @PatrickHayslett #CMWorld

@JS_insidepitch

Audience! Great reminder, thank you! #CMWorld https://twitter.com/bendgibbons/status/651431477364805632

@mikemyers614

#CMWorld A3 as marketing teams grow, we should make sure all teams/indvs. are aligned w/ same metrics/goals to avoid silos

@alyssadrury

@MarciaRJohnston @CMIContent As long as I don’t walk into a wall, light pole, mailbox, etc. #CMWorld

@bendgibbons

A3) Beware the silos – they creep up on you whilst you’re not looking. Define common goals and keep the communication going. #CMWorld

@MSLJim

@alyssadrury This is key! #CMWorld

@SueBrady

A3: Yes, front end/back end creates silos without a process for regularly collaborating and sharing insights. #CMWorld

@ClarabridgeClor

A3: Specialized roles can create silos in an org. Communication & collaboration is key, especially within departments #CMWorld

@5FifthStory

Marketing version Marja Åkerström & Philip Young’s (@mediations) “digital naturals” http://ow.ly/PWUuT #cmworld https://twitter.com/LUCYrk78/status/651430517477249024

@jgombita

A3: I think it does. Why not team front and back end? One assignment. One goal. Both accountable. #CMWorld https://twitter.com/CMIContent/status/651430976048861184

@JeremyBednarski

A3: You can break down silos on marketing teams by emphasizing the customer need over the title or responsibility. #CMworld

@martinjason

@tracibrowne Haha, absolutely! Mimicry is the greatest form of flattery. #CMWorld

@mediasamtweets

A3: Silos? When I #mediatrain clients, I tell them to avoid jargon! #CMWorld Wheelhouse, granular more jargon https://twitter.com/CMIContent/status/651430976048861184

@suddenlyfrugal

@Jay_zo Too busy. But I don’t blame silos. I blame the part of my job description that says: “Other duties as assigned.” #CMWorld

@webmastergirl

A3 Makes me think of racing crews…teams are divided by skills/responsibilities but yet still all work together #cmworld

@tracibrowne

A3. Not if you work together as a team and let everyone do the part they excel in. Silos happen if someone is left out on a project #CMWorld

@jakessman

A2: I’d like to think I’m a mash-up of front-end & back-end. I agree w/ @mikemyers614. Makes sense that I work at small agency. #CMWorld

@leen_machine

I’ve always loved the idea of stand-up meetings! Wish more people were open to this. #CMWorld https://twitter.com/amandatodo/status/651431703664283648

@MelEdits

@tracibrowne great analogy! #cmworld

@CMIContent

A3 Silos only exist when we SAY they do. If everyone is on the same page working towards same goal, the word never comes up #cmworld

@LUCYrk78

@CMIContent A3 Better planning & synchronization of goals #CMWorld

@varunkr842

.@JS_insidepitch I’ll go contrarian in that sense that sometimes top-down and silos work, though usually are done wrong #cmworld

@PatrickHayslett

Silos are an existing problem. Re-orging can be a proactive weapon to modernize. Consider it AND take steps to break down silos #cmworld

@Jay_zo

@mediasamtweets it’s such a perfect analogy for a freelance writer #cmworld

@tracibrowne

@LUCYrk78 yes! #cmworld

@CMIContent

@Jay_zo Good question. Silos serve a purpose. Farmers & companies couldn’t function without them. #CMWorld

@MarciaRJohnston

A2. It will certainly evolve with various brands shaping their content aligned with #cx to move to focused approach #CMWorld

@1DigitaLife

@EvanLePage Agreed! Use online project management tools to give status updates to everyone involved on a project #CMWorld

@5FifthStory

Hard enough working w/silos of other depts. Important to avoid creating more w/in our own #contentmarketing team. #CMWorld

@amandatodo

OMG I love this. So happy you shared it! #CMWorld I https://twitter.com/jgombita/status/651431903262822400

@LUCYrk78

@SueBrady Thanks, that is a great tip! #cmworld

@locallinkllc

CANT HAPPEN> “We want to modernize/adapt/grow careers. BUT we’re paralyzed by silo-fear.” Tools + leaders are solutions #cmworld

@Jay_zo

So true! Remember who’s you’re doing this for (marketing or otherwise): The Customer. #CMWorld https://twitter.com/martinjason/status/651431939556122624

@MSLJim

have no idea how that showed up #cmworld https://twitter.com/CMIContent/status/651432135316910080

@tracibrowne

Q4: What roles fit into a front-end marketing category? And do these roles always come before back-end marketing? #CMWorld

A3: They shed light on expertise. Silos come from the company culture and leadership, not employees. #CMWorld https://twitter.com/CMIContent/status/651430976048861184

@PlanetSpeck

@MelEdits Good call! We used to do 9:14am stand ups every morning. Great for high growth phases. #CMWorld

@CrowdContent

A3 Front-end / back-end content marketers should have knowledge of the “other side” to prevent possible silos. #Fullstack #cmworld

@DaynaChirps

A3: Doesn’t have to create silos, especially if everyone works towards the goal of KPIs, client happiness, driving new business. #CMWorld

@JS_insidepitch

A3) Marketing leaders should advocate more business and consumer knowledge over burying oneself in marketing knowledge #CMworld

@martinjason

A4: To clarify, while I personally love the front-end stuff, BOTH are EQUALLY critical. 2 wheels of the bike. Cant go w/o both #CMWorld

@Jay_zo

@MelEdits We do this too. So key to just knowing what’s up on the day-to-day. Agile methodology in unlikely places! #CMWorld

@MaureenOnPoint

But some “front-end” tasks: Writing/editing, designing, podcasting, video, atomizing, etc. Pure, unadulterated creative! #CMWorld

@Jay_zo

@CrowdContent @CMIContent Just got Slack for our team a few weeks ago! Already streamlining communication. Plus we love those gifs. #CMWorld

@Perfect_Search

A3: A piece of advice I heard about silos is, “When you create divisions, you create divisions.” Simple as that. #cmworld

@mnrebs

I think it’s fine to have roles that focus on front vs. back end BUT avoid labeling the groups or creating named teams w/in teams #CMWorld

@amandatodo

A3: Yes, the notion can create silos. A team needs good leaders to break the silos and maintain focus on the common goal. #CMWorld

@globalHMA

🙂 @LUCYrk78 YW. I like to use that “digital naturals” phrase (post) against the hipster millennial’s who tend to dominate chats #cmworld

@jgombita

@MSLJim Preach! #cmworld

@DaynaChirps

So could it be more of a cyclical model where there’s no front or back but teams that always cross-inform? #CMWorld https://twitter.com/Jay_zo/status/651432607289331712

@mikemyers614

@jakessman @sm I love the idea of the content team as a collaborative! #cmworld

@locallinkllc

Also, the most important thing EITHER can do is *actually talk to customers!* Their Qs, challenges, language used, habits, etc. #CMWorld

@Jay_zo

A4 It’s not at a linear process…front-end/back-end have to be constantly consulted, darting in and out at different times #cmworld

@tracibrowne

A3: Yes, definitely. Especially when they are physically separated. Good leaders are key. Everyone must have a team mentality. #CMWorld

@leen_machine

Back end takes out the guesswork and hope, and focuses outputs to best effect #CMWorld @CMIContent

@InhabitAgency

@tracibrowne Amen! Preach! Perfectly said #cmworld

@Jay_zo

@MelEdits My team used to do stand-ups. Became repetitive esp. w/ big projects) Now we do #DailyTasks on our Mrktng #Flowdock chat #CMWorld

@jakessman

A3) Structure marketing teams to sit alongside the backend tech teams, or even assign those cross-functions by line of business! #CMWorld

@martinjason

A4: Front-end marketing defines the destination (goal), back-end paves the path. Then they carpool! #CMWorld https://twitter.com/CMIContent/status/651432493053153284

@PlanetSpeck

@Perfect_Search @CMIContent Awesome! It only gets better from here 🙂 #Cmworld

@CrowdContent

A4: Front end should own cust research (and share it) so that all teams can inform their efforts. #CMWorld

@SueBrady

@jgombita I’ve never heard that term before but now I want to use it all the time! #CMWorld

@LUCYrk78

@PlanetSpeck carpool. Like that! #cmworld

@CMIContent

@CMIContent #CMWorld Per @Jay_zo’s diagram, it could mean top-of-funnel or customer-facing roles. Both could be right!

@alyssadrury

@CMIContent A4 All creative roles & customer service #CMWorld

@varunkr842

A4: The front-end concept comes 1st, but in real world execution it’s hard to disentangle from ongoing activity #cmworld

@PatrickHayslett

As @TPLDrew says, it’s easy to disassociate. “Wont work for me.” Remember: front/ back end roles work well on eng teams #cmworld

@Jay_zo

A4 Front-end tends to feel like “marketing”. In this camp sit writers, designers, video producers, podcasters… #cmworld

@DaynaChirps

We are all in the business of building assets, like PMs, designers, engineers. Speaking of silos, we can learn a ton from them #cmworld

@Jay_zo

@CMIContent A4 both are equally important in this digital era of marketing #CMWorld

@varunkr842

@PlanetSpeck What about marketing for retention? Where does that function fit in destination and path? #CMWorld https://twitter.com/PlanetSpeck/status/651433078351511552

@martinjason

@jakessman I’m a fan of stand-up meetings primarily to shorten meetings, get rid of all the drivel. #CMWorld

@MelEdits

A4: Front-end: Defining the objective, concept, writing, editing. Back-end: Design, SEO, optimization, coding, measurement. #CMWorld

@globalHMA

@CMIContent then I’d say back-end would be more mid-funnel collateral creation, OR more behind-the-scenes email marketing, SEO, etc. #cmworld

@alyssadrury

Yes! #CMWorld https://twitter.com/PlanetSpeck/status/651433078351511552

@CrowdContent

@MelEdits @jakessman I love those. Used to do them at 2 diff cos w/ content teams. Amazingly effective relative to time spent #cmworld

@Jay_zo

@LUCYrk78 because I tend to hang with “digital naturals” (no need for BE EVERYWHERE in social and FOMO), I find it empowering. 🙂 #CMWorld

@jgombita

@tracibrowne Too true! It’s not a linear process at all. What good is the SEO effort if not analyzed and optimized?? #cmworld

@DaynaChirps

A4: Front end marketing people should aim at making high responsive customers. #cmworld

@sharmasights

@CMIContent What do you mean by “come before”? Like is it more important? #CMWorld

@MaureenOnPoint

You don’t call the person that receives the invoices the front end accountant and the person that pays the bills the back end #cmworld

@LUCYrk78

A4: I’m biased, but on Day 1 start with your storyteller, likely a front-end role (as I crunch data from last year’s journey). 🌝#CMWorld

@bendgibbons

Q5: What roles fit into a back-end marketing category? How can these positions help front-end marketers? #CMWorld

@MelEdits @jakessman That’s awesome! Might try it out. Also, great way to get out of your chair. #cmworld

@Perfect_Search

A5: Back-end content marketers are all about distribution & analysis. Growth. Test-Measure-Iterate. Maybe ops too? Thoughts all? #cmworld

@Jay_zo

@MaureenOnPoint more in terms of process #cmworld

@CMIContent

When teams are formally divided begs q of “ownership” of strategy & constantly creates structural tension. Need to be one team. #CMworld

@amandatodo

A4: You sometimes need front-end to come first and define things. But it’s great to have a collaboration and include all ideas. #CMWorld

@leen_machine

Also alleviates some pain should some1 get “hit by a bus” – if 1 leaves/is sick, you won’t be screwed. #cmworld https://twitter.com/DaynaChirps/status/651432566399045640

@aesmithwriting

@amandatodo That sounds nice & agreed on sentiment, but where does this happen? Teams are divided, labeled everywhere, no? #cmworld

@Jay_zo

We’re moving from waterfall to agile processes to help the x-fer of knowledge, speed. @Jay_zo: is your view that this is agile? #CMWorld

@mikemyers614

Note that this is about more than top of funnel stuff. Conversions/testing can happen at any stage. Creativity, too. #CMWorld

@Jay_zo

@CMIContent A5: see A4 🙂 #CMworld

@alyssadrury

Amen @Jay_zo No Silos!! #cmworld

@SusynEliseDuris

A4: It’s chicken or the egg. You can have either lead.  Artist creates scientist’s vision or scientist formulates artist’s work.  #cmworld

@JS_insidepitch

As a writer, I know: Back-end marketers are better than me at ensuring biz case for my work. Views are fun but sales are vital. #CMWorld

@Jay_zo

@JS_insidepitch so true #cmworld

@CMIContent

A5 You can’t improve without measuring what you’re doing and how effective it is in getting you closer to your goals. #cmworld

@LUCYrk78

Like the artist/scientist view… #CMWorld https://twitter.com/JS_insidepitch/status/651434453630382080

@mikemyers614

If you are assigning roles, why is there a need to then also have teams and separate further? #cmworld

@meganherrity

A5 I’m a writer (front end). I couldn’t do my job well without SEO, optimization, CMS training, etc. #CMWorld http://twitter.com/CMIContent/status/651434018051780609

@EvanLePage

@CMIContent A5 The most important part of back end is analytics, which is the base for content creation and retargeting #CMWorld

@varunkr842

A5 Back-end requires a more intimate and deep knowledge of the technical (as some would say) more “boring” things. #ProudGeek #cmworld

@DaynaChirps

@Jay_zo We brought it all together here. Analytics/SEO/digital team + creative content team = Multichannel Content Marketing Team #CMWorld

@amandatodo

@amandatodo But individuals are what we’re discussing here. So each individual does everything for you? #cmworld

@Jay_zo

A5: Back-end should be “PATHFINDERS” helping front-end become “Indiana Jones” #cmworld

@sharmasights

Q5: Often times, front-end needs back-end to know HOW things work (enough to know IF they will work) to avoid the dreaded rework. #CMWorld

@globalHMA

A5 I’m just having trouble with terms front-end/back-end…this implies linear process to me #cmworld

@tracibrowne

Also keep in mind here: We’re discussing individuals within a cohesive team. Not dividing up teams. #cmworld

@Jay_zo

A5: SEO specialists, analytics specialists, lead nurturing. All of these support the experience and interaction with the end user #CMWorld

@5FifthStory

@Jay_zo Under one leader. One team. Constantly preached. Responsibilities divided among people, but united as one group. #cmworld

@amandatodo

@amandatodo Ah, ok, we’re on the same page. #cmworld

@Jay_zo

Yep, actually how silos kinda get formed MT @amandatodo: it’s fine to have roles that focus on front vs. back end BUT avoid labeling #CMWorld

@SusynEliseDuris

Same! #CMWorld https://twitter.com/EvanLePage/status/651434659751034880

@suddenlyfrugal

Q5: Also, measurement. Front-end doesn’t work unless there’s back-end measurement. #CMWorld

@globalHMA

How many businesses truly operate at a level of sophistication that the diff btwn front-end & back-end is not semantics? #cmworld

@PatrickHayslett

A5: If back end tells me best SEO practices, best time to post for maximum exposure, I follow their lead. It can definitely lead. #cmworld

@JS_insidepitch

A5 Backend Support the Front end with Validated Content which help to ease the #digitalmarketing efforts & Saves Time #CMWorld

@pipalwa

Hard agree #CMWorld https://twitter.com/patrickhayslett/status/651435239902969856

@LUCYrk78

@globalHMA Agreed, front-end should have a basic understanding of what’s going on behind the scenes #CMWorld

@5FifthStory

A5: Back-end teams should provide data analysis, insights, emerging patterns to the front lines, but also ask for feedback, recon #CMWorld

@ItsTomfoolery

A5: It continues to feel more circular to me, one part feeds the other and visa versa. Maybe the front/back is too polarizing? #CMWorld

@mikemyers614

Q6: What opportunities do companies have by defining roles as front-end or back-end? How does this help processes? #CMWorld

@PatrickHayslett True. At my last job, we had that division, tho. I developed content, my teammate did measurement. #cmworld

@martinlieberman

A6: NOW we’re cookin w/ gas! This is about TIGHTER team collaboration, deeper knowledge, & greater efficacy in all we do! #CMWorld

@Jay_zo

1: Hiring) Massive talent crunch right now (http://t.co/Mdi0g8MC43) + individuals sit on a spectrum (pure creative<->pure marketer) #cmworld

@Jay_zo

@jay_zo regular customer interacts should be a req’t. How else can u manage voice of customer + adjust to meet their needs? #cmworld #cxday

@SusynEliseDuris

A5: Most of my content writing is for co. that client hired. So I can’t imagine how this complicates backend/frontend #CMWorld

@suddenlyfrugal

A5 Big Firms has the Backend & Front end team. Small firms have experts in Both. #CMWORLD

@pipalwa

A6 Honestly, I see no value to having these terms/roles. #cmworld

@tracibrowne

The goal is to attract the best talent. The best writers don’t crave marketing. The best marketers don’t always crave writing. #cmworld

@Jay_zo

A6: There are benefits to clearly defining roles: speed to market, efficiency, people becoming specialists… #CMWorld

@mikemyers614

@tracibrowne That’s interesting! Can you leave more thoughts on the original Half Baked Idea post? http://www.sorryformarketing.com/blog/half-baked-content-marketing-ideas-front-end-vs-back-end-content-marketers #cmworld

@Jay_zo

@PatrickHayslett For the record, part of it was self-imposed. She had no interest in creating content. #cmworld

@martinlieberman

@mikemyers614 It helps me to think of front/back as being ends of the same thing. #cmworld

@MarciaRJohnston

2nd, Efficacy) I can teach a great writer marketing faster than a great marketer writing. But both are critical & must be honed. #cmworld

@Jay_zo

A6: Specialist positions allow people to dive deeper into roles. Could lead to more insight & benefit the other side of marketing #CMWorld

@5FifthStory

@CMIContent A6 By defining roles we can get results faster and better, synchronization will lead to more growth #CMWorld

@varunkr842

@mikemyers614 I agree there is good in defining roles, just not on board with adding front-end/back-end #cmworld

@tracibrowne

Our tendency to say “content writer” is telling: It’s like we want to avoid “pure” writers. But you don’t hire “food chefs”! #cmworld

@Jay_zo

@Jay_zo I think there are lots of folks, myself included, with a foot in each camp, incl many of the #contentstrategy folks. #CMWorld

@mikemyers614

I think pure economics will drive away from defining separately and toward “do-it-all” marketers. Trend has already started. #cmworld

@PatrickHayslett

@Jay_zo Ha ha ha … “food chefs” … #cmworld

@martinlieberman

“All marketing is communication, but not all communication is marketing” Sean Williams (@commammo) #cmworld https://twitter.com/Jay_zo/status/651435881174335488

@jgombita

@MarciaRJohnston Yes, like a revolving wheel (okay, I’m beating the circular thing to death). #CMWorld

@mikemyers614

Q6: By defining front-end/back-end roles you set clear expectations for your team. Avoids the “that’s not in my job description.” #CMWorld

@globalHMA

@mikemyers614 Definitely. In fact, every startup we invest in @NextViewVC has marketers wearing hats from both sides #cmworld

@Jay_zo

How many businesses are requiring marketers to also be graphic designers, videographers, programmers, analytics experts? #cmworld

@PatrickHayslett

@PatrickHayslett @mikemyers614 then we think you both will have something to add with our next question! #cmworld

@CMIContent

A6: For one, companies can identify which candidates are really knowledgeable about content and digital. #cmworld

@JoannGPollard

3rd) Careers. The internet is going to break all our brains. Broad in a lot + deep in a few = happy career. That’s the goal here. #CMWorld

@Jay_zo

A6: I wouldn’t define. #tvnews had reps, eds, writers, prods, photogs.  They morphed into backpack MMJs.  Everything overlaps #cmworld

@JS_insidepitch

A6: Makes Content More Contextual -> Which means the King and the Queen keep the Enterprise Kingdom Happy !! #CMWorld

@sharmasights

@amandatodo @Jay_zo The one leader. one team preach is kind of the minority isn’t it? That needs to start in c-suite and move down. #cmworld

@SusynEliseDuris

LOL! Even so I think people search LinkedIn & Twitter for writers w/ content exp. so word has to be there. #CMWorld https://twitter.com/Jay_zo/status/651436247567704065

@suddenlyfrugal

.@Jay_zo by using terms like front/back-end you are dividing teams, are you not? Define specific roles, not groups of roles. #cmworld

@meganherrity

A6 Defined front/back end marketing roles help assign/align tasks. @Jay_zo is right …TIGHT collaboration is a must! #Scrum teams? #cmworld

@DaynaChirps

@js_insidepitch as an aside, this makes me sad on the inside #CMWorld

@MoninaW

@Jay_zo True a baker earn more money than a general cook 🙂 #CMWorld

@varunkr842

@Jay_zo T-shaped people. #CMWorld

@MarciaRJohnston

Q6 give people the time to specialise & do what they’re good at rather than shoe-horning people into roles that they’ll do sub-par #CMWorld

@InhabitAgency

@Jay_zo Always found that redundant and funny. 🙂 #CMWorld

@mikemyers614

@meganherrity Nope 🙂 http://www.sorryformarketing.com/blog/structuring-content-marketing-teams-the-pod-approach #cmworld

@Jay_zo

@SusynEliseDuris @Jay_zo Yes. It happened bc CMO believes in #contentmarketing & gets it. #lucky #CMWorld

@amandatodo

Q7: Should marketers define themselves by specific roles in the content marketing process, or is it better to have broad knowledge? #CMWorld

And how many media companies require journalists to be videographers et al? #changingworld #CMWorld https://twitter.com/PatrickHayslett/status/651436489960779777

@suddenlyfrugal

A7: I’d ask, what about this industry do I think about during gap time (shower, commute, etc)? Go deeper there. (Me=creative) #cmworld

@Jay_zo

Q6: The roles may not always be the same, but knowing what’s expected makes it easier to do your job, collaborate and grow. #CMWorld

@leen_machine

@JS_insidepitch Everything DOES overlap. I am struggling with these ?s because in my mind, it’s all very muddled. #CMWorld

@MaureenOnPoint

A6 Diff in Roles help companies to Strategize their #digitalmarketing & define their role clearly #CMWorld

@pipalwa

But as w/ any non-tweet situation, the real answer is very nuanced 🙂 Be T-shaped. Broadly aware/good + masters of a few things #cmworld

@Jay_zo

A7: Defining yourself in narrow terms has a limiting factor, in marketing and in life. #whoa #deep #sorry #CMWorld

@mikemyers614

There are a lot more #smbiz than big biz, and I’m guessing they tend to prefer breadth over depth #cmworld https://twitter.com/av8r2000/status/651436856660197376

@PatrickHayslett

Trust me. I watched people get forced out. Automation and specialization killed a lot of talented people’s careers. @MoninaW #CMWorld

@JS_insidepitch

@Jay_zo I think many marketers avoid pure writers because they can’t deal w/ a world where product is not being actively pushed #cmworld

@tracibrowne

@tracibrowne And judging by your tone, this saddens you as much as it saddens me? :/ #cmworld

@Jay_zo

A7 With Change in Tech & #socialmedia tools a Marketer should have Broad knowledge. Specific expertise will not help #CMWorld

@pipalwa

A7: Depends on org size. Smaller orgs need to have individuals with broad knowledge. Larger orgs can gain from having specialists #CMWorld

@5FifthStory

@tracibrowne I so agree with you! #CMWorld

@MoninaW

Muddled indeed! I work solo & with a small agency. We have to do it all. If we don’t know it, we learn it FAST! @MaureenOnPoint #cmworld

@JS_insidepitch

A7: People are always going to excel in areas, but it’s helpful if they have broad knowledge. #CMWorld https://twitter.com/CMIContent/status/651437029562056706

@JeremyBednarski

A7: Personally, I aim here (e.g. Pods. Everyone does talking head. OK, do lots of post-production & story) #CMWorld http://t.co/a2ZAAmqaKU

@Jay_zo

@Jay_zo I finally got one of those shower notepads. Put it up yesterday. #CMWorld

@MarciaRJohnston

@Jay_zo Not sad…more frustrated. Hard for writers when they don’t get it. #CMWorld

@tracibrowne

@JS_insidepitch I know. And it’s neither here nor there for this chat. But it’s the evolution of TV news. #CMWorld

@MoninaW

A7: He should be “Google Pleasure”…or “Information Developer” ,,or Better Yet “Thought Curator ! #cmworld

@sharmasights

@CMIContent A7 If broad knowledge is applied in a specialized role, it will be best outcome #CMWorld

@varunkr842

@JeremyBednarski Hell yes! Spot on here #cmworld

@Jay_zo

On #CMWorld chat at last! These shoes really work! http://gph.is/1ECyXgk?tc=1 via @giphy

@ideakid88

@JS_insidepitch Exactly. I work on a 2-person team at an agency and it’s a learn it and run it mentality. #CMWorld

@MaureenOnPoint

@amandatodo @Jay_zo You just proved my point. One leader. One team mindset must start in the c-suite. #cmworld

@SusynEliseDuris

A7: I would define myself resume-style. #contentmarketing umbrella, with a skillset that encompasses both front end and back end.  #cmworld

@JS_insidepitch

#CMWorld A7 I think it can be tough *not* to define by role, but it is impt to understand all aspects of process (from creation to delivery)

@alyssadrury

A7 Know your #strengths and the strengths of your team. Play to them. #Learn to understand and grow. #cmworld

@DaynaChirps

I love a good Venn diagram #CMWorld http://twitter.com/Jay_zo/status/651437713388867584

@MoninaW

And we are much the better for it. I’ve always felt that it’s better to know a little about a lot, esp in this biz. @MaureenOnPoint #cmworld

@JS_insidepitch

Yes. The evolution of many things. Look at how driverless cars could conceivably wipe out taxis/limos/ubers driving jobs. @MoninaW #cmworld

@JS_insidepitch

A7: Specific mktg roles tend to be built around media channels. When those channels obsolesce, where does it leave you? #cmworld

@PatrickHayslett

Last A7: CM moves too fast to specialize TOO much. But some narrowing (“front/back” or other) helps for fulfillment, expertise #cmworld

@Jay_zo

It’s important to at least broad surface level skills, but at EOD, tangible results are needed, usually a result of specialty. #CMWorld

@CrowdContent

@SusynEliseDuris @Jay_zo Absolutely. Must start & be constantly reinforced by C-suite. #ContentCulture #CMWorld

@amandatodo

@JS_insidepitch Multitasker #CMWorld

@varunkr842

A7: Answer doesn’t fit in 140, but we agree w/ @Jay_zo. Be T-shaped: know a little about a lot & specialize in few areas. #CMWorld

@globalHMA

Q8: What is next? What is the first thing companies should do to institute this model? #CMWorld

This feels a lot like one of those personality tests that divide up the #introverts from the #extroverts. #teamintrovert #CMWorld

@mikemyers614

A7) I think broader knowledge is the key as you need to be aware of so much more than ever before. #CMWorld

@ideakid88

A6 & A7. Depends on the size of your team! Members of small teams wear many hats; bigger teams specialize. Everybody helps. #CMWorld

@siglerLis

Couldn’t agree more. #CMWorld https://twitter.com/Jay_zo/status/651437713388867584

@klchristof

A8: This was intended kick start the discussion. We need to care more for careers + 2 giant halves of our world (content+marketing) #cmworld

@Jay_zo

A7: In the current state of marketing, if you specialize, you can be non-relevant tomorrow. Pace of change requires breadth #CMWorld

@av8r2000

A7: When the Content is Ocean in itself , specific knowledge does less good. #CMWorld

@sharmasights

A7 The more we can learn, the more we’re able to help the people that need our help and look to us for it! #cmworld

@LUCYrk78

@tracibrowne @Jay_zo I tend to agree. Some issues I have is some don’t get strategy/business/#CX of what we’re trying to do. #cmworld

@SusynEliseDuris

@Jay_zo Thanks, Jay. I think it’s easier and more efficient when others have an understanding of what I’m doing and vice versa. #CMWorld

@JeremyBednarski

A7: There’s always something new to learn, especially in this fast-paced industry. Broad & specialized knowledge have value. #CMWorld

@leen_machine

@av8r2000 I agree. Unless you work for a HUGE organization, specialization is a career challenge. #cmworld

@MaureenOnPoint

Thanks @Jay_zo and @CMIContent for an interesting debate. Have to walk to another silo, er, building. Have a great one everybody! #CMWorld

@mikemyers614

@JS_insidepitch @MoninaW Telecommuting & Teleportation (may be in future) will be last nail for the cars #CMWorld

@varunkr842

Most marketers have not been trained in the math of marketing and understanding and mining data #CMWorld

@elissan

Our industry needs more brilliant content *producers.* No more dud missiles over-optimized. But creatives need a clearer path & place #cmworld

@Jay_zo

@PatrickHayslett Yes so never stop learning! #CMWorld

@ideakid88

@amandatodo @Jay_zo Not so much reinforced as much as engaged. Engaged employees = brand advocates. #CMWorld

@SusynEliseDuris

@JS_insidepitch @Jay_zo Yep. AquaNotes. https://m.youtube.com/watch?v=itaHohHGuQg #CMWorld

@MarciaRJohnston

A8: Handle all sales objections with proper content strategy. #CMWorld

@sharmasights

A7: As an interdisciplinarian, who has been a spokesperson, lobbyist & now a digital content marketing, I say go broad & pivot. #CMWorld

@bendgibbons

If you’ve nodded to any of my rants on the need for quality, prolific creators in our field, KEEP FIGHTING! We need you 🙂 #cmworld

@Jay_zo

A7 you have to have a little of both – breadth and depth – but lead with one while supporting the other #cmworld

@SusynEliseDuris

A8: More creativity, collaboration for all content marketers, no matter front-end or back-end, leads to better end results! #CMWorld

@globalHMA

@Jay_zo @CMIContent I agree, content producers are so undervalued. #CMWorld

@PlanetSpeck

@CMIContent A8 Identify & Nurture the talent of both kind and sync them for a unified goal #CMWorld

@varunkr842

You heard him! #CMWorld https://twitter.com/Jay_zo/status/651439643020394496

@CMIContent

@elissan Or User Experience (UX) which is what can differentiate your company from the competition. #CMWorld

@ideakid88

A8: Start with understanding employees’ strengths and goals and nurture those. #CMWorld https://twitter.com/CMIContent/status/651438543483482112

@JeremyBednarski

PS: This was an amazing debate. But gotta keep discussing rewarding careers for individuals. Zoom in on people & keep discussing! #cmworld

@Jay_zo

A8 Before “defining roles” learn from how other fast-paced industries handle front/back end. Software? Stay #agile, Stay #relevant. #cmworld

@DaynaChirps

We still suffer from stereotype of agencies coming up with the right gimmick last minute. #cmworld https://twitter.com/PlanetSpeck/status/651439687488278528

@PatrickHayslett

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

@CMIContent

@MarciaRJohnston @Jay_zo That’s so simply yet so genius! Thanks for sharing #CMWorld

@CrowdContent

A8: More time for reflection. Allows us all to think, breathe and be more creative amidst the fast-moving industry. #CMWorld

@leen_machine

@ideakid88 exactly #cmworld

@elissan

@leen_machine sometimes we all just need to remember to breathe! #cmworld

@CMIContent

Sadly so many people call themselves a writer but have no idea how to write @PlanetSpeck @Jay_zo @CMIContent #CMWorld

@suddenlyfrugal

@JeremyBednarski @CMIContent This an excellent point! #CMWorld

@globalHMA

@Jay_zo If nothing else, this topic created tons of debate regarding roles, careers, communication and collaboration. Well done. #CMWorld

@av8r2000

@SusynEliseDuris exactly…many people jumping on “content marketing” bandwagon missed the memo on what it actually is @Jay_zo #CMWorld

@tracibrowne

Did you hear? @JoePulizzi and @Robert_Rose were talking about @jay_zo. Find out why here: http://www.stitcher.com/s?eid=40730169 #CMWorld

@CMIContent

@JS_insidepitch @MoninaW Be optimistic, we found water on mars, anything possible in near future #CMWorld

@varunkr842

Lastly: Remember why we do this at all! Then let’s act/debate/structure/tweet accordingly http://www.sorryformarketing.com/blog/this-is-your-brain-on-content-marketing #cmworld

@Jay_zo

@Jay_zo I agree. But, it’s not just abt planning/writing content. Need to understand strategy, gr8 writing that isn’t on pt = fail #cmworld

@SusynEliseDuris

@alyssadrury @CMIContent totally agree, understanding helps people understand the value of each roll. #CMWorld

@PlanetSpeck

@Jay_zo What is the best way to build your skills as a back end marketer if your strength lies in front end? #CMWorld

@JoannGPollard

@SusynEliseDuris Definitely true, and both of those things can be full time jobs 🙂 #cmworld

@Jay_zo

If @jay_zo DID like “labels”….how would you characterize yourself (particularly as a marketer)? #cmworld I’m serious: what do you value?

@jgombita

@JoannGPollard Lots of reading but also experiment with tests. Pick 1 metric about your own work you’d like to improve/month #cmworld

@Jay_zo

To boil it down, companies have to trust that it’s worth it to have the right people. Roles change. Valuable ppl stay valuable. #cmworld

@PatrickHayslett

Thanks for a great debate, all (& tolerating many tweets, others). Bye for now, #CMWorld. Email/DM/@ me anytime! #cmworld

@Jay_zo

@Jay_zo Ha Ha! I hear ya. That’s why brands are doing themselves disservice engaging with writers who aren’t also strategists. #cmworld

@SusynEliseDuris

Next week, let’s chat varying your content for social distribution with @joshstaubin! http://cmi.media/twitterchats #CMWorld

@CMIContent

@globalHMA appreciate the team tweeting along! #cmworld

@CMIContent

@CMIContent Absolutely. Helps gain perspective! #CMWorld

@leen_machine

Learn more about @jay_zo on his blog: http://sorryformarketing.com #CMWorld

@CMIContent

A8) Companies must move like start-ups, empower their employees to make decisions,& make a great customer experience its mission. #CMWorld

@ideakid88

Looking for help with ROI and measurement? There’s still time to register for our online #CMShow! http://contentmarketingshow.com #CMWorld

@CMIContent

Truth! Build a core team where skills, roles, responsibilities are able to evolve through time. #CMWorld https://twitter.com/PatrickHayslett/status/651441208846327808

@CrowdContent

@CMIContent @Jay_zo Thanks guys for a new prospective on marketing. It’s non-ending battle of left brain v/s right brain marketer #CMWorld

@varunkr842

Forget integrity @PlanetSpeck @Jay_zo @CMIContent What about pay rates? I earn half as much per project as I did 10 years ago! #cmworld

@suddenlyfrugal

.@PlanetSpeck It is definitely tough to fight perceptions once an industry is seen as commoditized #cmworld

@PatrickHayslett

@SusynEliseDuris @Jay_zo True! Carpet bombing writing is done. Writing that flows from a strategy is like a cruise missile. #CMWorld

@ideakid88

Thanks @cmicontent @jay_zo & everyone, good convo…I think it’s one of those we all agree in principal, just maybe not on terms #cmworld

@tracibrowne

I guess @Jay_zo is not going to answer my question (at least not during #cmworld). Shame.

@jgombita

Amen! #CMWorld https://twitter.com/jay_zo/status/651439643020394496

@bendgibbons

@ideakid88 @Jay_zo YES. Much thought leadership around #contentmarketing treats strategy as afterthought or not at all. #CMWorld

@SusynEliseDuris

Beyond the PDF: How Alternative Content Marketing Formats Improve the Cust #Bizapalooza #ContentMarketing #CMWorld http://webogi.com/mGz4_a

@DIYMarketers

#TravelMarketing #Tips from the Pace Team at #CMWorld http://bit.ly/TravelMarketingTips … #TravelIndustry @PaceComm

@aliya_Hshah

“6 takeaways (that you can use) from #ContentMarketing World 2015” http://buff.ly/1MJIF6d #cmworld

@karlyeh721