How Do You Justify Content Marketing? A #CMWorld Chat with Michael Brenner

Michael Brenner_Headshot_revEven though content marketing has been around for more than 100 years, as Joe Pulizzi likes to say, “We’re just getting out of the dugout for the first inning.” One of the first things marketers need to do is justify content marketing within their organizations as it requires a different mindset and different skills.  Our research shows that those who have buy-in are more effective at content marketing as well. 

Michael Brenner joined us for another #CMWorld Twitter chat in which we covered how to justify content marketing. See the full schedule of upcoming chats as well as transcripts from previous chats.

Have another chance to chat with Michael Brenner during #ContentTECH, Content Marketing Institute’s upcoming free, virtual event taking place on February 26, 2014. Registration is now open.

Let’s get started! Q1: Do you think most orgs understand the value of content marketing? If no, why not? #CMWorld

 

A1: Not really, they see content marketing as a single layer when it in fact, is multidimensional and strong asset #cmworld

@lttlewys

 

A1 Not a bit, #contentmarketing success is a process with a slow harvest, most want to see results yesterday. #cmworld

@wrightsprinting

 

@CMIContent A1 Too many orgs are focused on the #contentcreation and not the marketing or strategy part, making hard to prove ROI #cmworld

@SFerika

 

A1: I think there is a growing number of organizations who are discovering the value. But there is much education still to do. #CMWorld

@tiffanifrey

 

@CMIContent A1: I think it’s getting there, but some businesses are still figuring out the basics or chasing old tactics #cmworld

@atxcopywriter

 

@CMIContent I think it’s easily overlooked and it’s power is underestimated! #CMWorld

@FLIRTcomm

 

Great topic for today’s @CMIContent #CMWorld chat. And here it took me 18 months to prove to my reluctant CEO… 😉 https://twitter.com/search?q=%23CMWorld&src=hash

@Casielee

 

Most orgs realize that traditional marketing isn’t going to cut it. Content marketing is the way to do marketing people don’t hate #cmworld

@BrennerMichael

 

A1 And it’s not always easy to tie results directly to the content #cmworld

@SueBrady

 

Most organizations are struggling with how to do content marketing, how to quantify it directly to business outcomes #cmworld

@BrennerMichael

 

@CMIContent no. Because the outcomes are not clear to them #CMWorld

@kneerudge

 

A1: Not yet. It is still in the “need to do”. As they see the value via data and measurable ROI, that will change #cmworld

@angusmacaulay

 

@NenadSenic Great to see ya! #CMWorld

@lttlewys

 

A1 – no, I don’t think they see a huge difference between content mktg and trad mktg, so there’s no value assigned to cm #cmworld

@NHowellsFW

 

@cmcphillips @lttlewys hehe I’ve been at my computer for 2.5 hours but it’s still morning here in SF for a while! 😉 #cmworld

@SFerika

 

Who said « content is king » ? #cmworld

@ismailpower

 

A1: Most don’t they’re still more worried/focused on soft metrics. #CMWorld

@Steph_Montreuil

 

Q1: Too many brands focus on quantity of content they put out instead of the quality #CMWorld

@Cait_Waters

 

@ismailpower @Billgates #cmworld

@BrennerMichael

 

@SFerika @CMIContent agree #cmworld

@kneerudge

 

@wrightsprinting But was there ever a time when marketing got results that fast? #CMWorld

@atxcopywriter

 

@angusmacaulay I agree, they are having a hard time tracing it back to ROI #cmworld

@lttlewys

 

@SueBrady But I feel we’ve gotten better at that, don’t you? #CMWorld

@CMIContent

 

A1: it’s a challenge when there’s no direct connection to sales or profits #CMWorld

@HiPhaedra

 

A1: It’s also somewhat trickier to throw money at good content vs advertising – most haven’t adapted yet. #CMWorld

@Steph_Montreuil

 

A1: Too often content marketing is confused with sales-y blog posts that demand sign-ups or purchases. Totally missing the point. #CMWorld

@Erin_E_Palmer

 

@CMIContent Yes, attribution has definitely helped. But not all content lends itself to that. #cmworld

@SueBrady

 

@Cait_Waters Agreed! #CMWorld

@FLIRTcomm

 

@SFerika That is such a great point that too much focus is on content creation. Need strategy and distribution to prove value #cmworld

@michelelinn

 

A1. CM hasn’t been well defined and differentiated for clients. So there remains some disconnect over what it actually entails. #CMWorld

@CEGonsalves

 

@CMIContent @lttlewys agree– and many orgs don’t understand an asset released today will not guarantee a purchase tomorrow #cmworld

@SFerika

 

I think it depends on the org – if they’re online (whether personally or professionally) they have more exposure to CM done well #cmworld

@NHowellsFW

 

@BrennerMichael That’s one of the biggest arguments isn’t it? How much older techniques don’t get the results they once did #cmworld

@atxcopywriter

 

#CMWorld A recent study found that only 12% of budgets go to #contentmarketing. More value prop is needed! http://bit.ly/MIsBHy

@tiffanifrey

 

A1: many are also still trying to define what content is. Some see a long video cut of an ad and think it’s content marketing #cmworld

@angusmacaulay

 

@atxcopywriter Great point & I agree, but those who see marketing as a cost want to see ROI asap #cmworld

@wrightsprinting

 

A1: This is one case where quantity & quality cannot be interchanged, some still struggle with that as well #CMWorld

@Steph_Montreuil

 

Wow. Seeing lots of old friends here… #cmworld

@BrennerMichael

 

A1: Isn’t our community lately the one to blame too? Sometimes I feel like we live in our own bubble and there’s a world out there #cmworld

@NenadSenic

 

A1 @CMIContent They think they understand & want to, but the complexities of an effective strategy still elude the majority. #cmworld

@moveo

 

@BrennerMichael agree– and also are struggling w/how to staff it; not all digital marketers are great content marketers #cmworld

@SFerika

 

A1; I think most organizations don’t realize that it takes time to grow an audience and you need to try all types of content. #CMWorld

@RyMontano

 

@Steph_Montreuil Agree, it’s easier to go with tradt’l vs new, people don’t like change! Don’t trust it! #CMWorld

@lttlewys

 

A1: I think they’re catching on to the value, but they’re have trouble developing a strategy and sticking to it. #cmworld

@Carly_Stec

 

@BrennerMichael yep, in 1996 before the beginning of all social medias #facebook #twitter etc… #cmworld http://t.co/aGPYARjbIP

@ismailpower

 

@Erin_E_Palmer product marketing in the clothes of content marketing #cmworld

@SFerika

 

A1: Many are grappling with what to do. Some are saying they’re doing #contentmarketing but they really aren’t — yet. #cmworld

@mikemyers614

 

A1: I think it can depend on the sector. Some seem slower to me to it, can anyone comment on that? #cmworld

@tamarweiss

 

A1: We’re starting to confuse them even before they take the plunge into #contentmarketing #cmworld

@NenadSenic

 

Many in management don’t understand how content can help them achieve biz objectives thus the unrealistic expectations #CMWorld

@pamelamuldoon

 

@NenadSenic That’s a very interesting thought, Nenad! #CMWorld

@CMIContent

 

A1. I find understanding comes more easily when CM is related to brand strategy and as the grease of digital marketing. #cmworld

@tsledzik

 

@Cait_Waters Agree! Think many Q1 answers speak less to whether they accept idea of content marketing, more whether they do it well #CMWorld

@atxcopywriter

 

A1: also, mixed messages confuse the issue – content is king/not king, guest posting is dead/not dead… #cmworld

@NHowellsFW

 

@RyMontano Can be easy 4 marketers to stick to the type of content they prefer…which may not be what resonates w/their audience #cmworld

@SFerika

 

Q2: When justifying content mktg in your org, who in org needs to provide buy in? Does this happen w/one conversation or several? #CMWorld

 

#cmworld A1: whoever is creating the content needs to bring value to the internal groups. sales needs sales..eng needs product feedback.

@djksar

 

@NenadSenic @CMIContent I agree there might be a #contentmarketing echo chamber effect happening ie #contentshock #cmworld

@BrennerMichael

 

A1:For sales driven orgs not quite, t’s often about quick wins and content marketing is not only new to them but long-term #cmworld

@KDADouglas

 

A2: Content marketing needs to be supported by the most senior marketing team and even the C-Suite. #cmworld

@BrennerMichael

 

@RyMontano Agree! You definitely need to have space and time to experiment with content, distribution, etc #cmworld

@michelelinn

 

we are a company and we have a #socialmedia #content #strategy #cmworld

@KaymuMaroc

 

@pamelamuldoon Agree– that’s how “Viral video, Q2” makes its way onto an editorial calendar 😉 #cmworld

@SFerika

 

A2 You need to convince someone that will help you get buy-in. The more buy-in, the more content creators you have #CMWorld

@Steph_Montreuil

 

A2: Upper mgmt and usually it’s several conversations, showing not only the how but the long term, need to align with Co #cmworld

@lttlewys

 

A2: selling in involves multiple conversations, with multiple stakeholders. A challenge for content marketing for sure #cmworld

@angusmacaulay

 

Sorry I’m a bit late, but joining in #cmworld chat. I’m a #PR senior at #UNT.

@corriescaggs

 

A2: Content is every company’s best product! #cmworld

@BrennerMichael

 

A2: I find it the easiest when I have a direct relationship with the Boss not their marketing/PR staff #cmworld

@NenadSenic

 

A2: I’ve found that convincing the CFO is key (believe it or not!). #cmworld

@SueBrady

 

@CMIContent A2: Usually takes several conversations to prove to managers there will be positive results and worth our time. #CMWorld

@FLIRTcomm

 

@SueBrady Makes sense, they generally hold the purse 😉 #cmworld

@lttlewys

 

@SFerika Exactly! No one wants to read something if the subtext is “BUYBUYBUY!” Or worse, the ACTUAL text. #CMWorld

@Erin_E_Palmer

 

@SueBrady Great point. Getting the CFO is always key! Lots of opportunity there. #cmworld

@BrennerMichael

 

@corriescaggs welcome 🙂 #cmworld

@LGeekRadio

 

A2: would I sound hopelessly idealistic if I said everyone should buy-in?! #contentmarketing #cmworld

@NHowellsFW

 

@michelelinn Right! A1; Sometimes companies don’t give people the time and resources they need to succeed. #cmworld

@RyMontano

 

@wrightsprinting Sure! As someone new(ish) to the marketing game though, I’m doubtful there was ever a golden age of easy ROI #CMWorld

@atxcopywriter

 

@lttlewys Would be fascinating to hear of someone that did it in one conversation! #CMWorld

@CMIContent

 

@SFerika Hahaha, Yes!! Those darn “viral videos”. #CMWorld

@pamelamuldoon

 

Q2: no doesn’t happen w/o several, need buy-ing from PR, SEO, marketing etc. to present a united front in driving change #cmworld

@KDADouglas

 

Without engaging #content, you’re just making noise. Create something USEFUL and it will be shared and appreciated. #cmworld

@tiffanifrey

 

A2: W/o true support + understanding of content marketing in senior mktg + C suite, the CM hires are doomed to fail. #cmworld

@tamarweiss

 

A2: After getting buy in from the top brass, I target sales and customer service. If they don’t buy in, your message is lost. #cmworld

@MichaelMooneyy

 

@NenadSenic I feel ya! The value’s so obvious to us, have to get out of our own heads to figure out how to market it to others well #cmworld

@atxcopywriter

 

A2. Disagree w/ the “best product” comments. Content has a job to do. It isn’t the raison d’etre. Content for content’s sake=fail. #CMWorld

@CEGonsalves

 

A2 important to have sales buy-in to ensure your content aligns w/buyers’ needs and that it gets that ch of distribution #cmworld

@SFerika

 

A1: I think #contentmarketing is gaining ground. It’s a relatively new idea, so they don’t all recognize the value just yet. #cmworld

@corriescaggs

 

#cmworld A2: buy-in or approval? buy-in usually mktg or sales depending on the goal of the content.

@djksar

 

@BrennerMichael probably because companies are being told that their content should not be used to sell…#cmworld

@MargieClayman

 

@cmcphillips @NenadSenic 🙂 #cmworld

@Steph_Montreuil

 

I think many use “content marketing” but mean to say “content media.” Marketing take more effort than creating “media” #cmworld

@martinjason

 

A2: surely different conversations with different people – they all need to know something different about the value of CM #cmworld

@NHowellsFW

 

@CMIContent I’m sure it’s happened, usually with someone up on #Social and ready to embrace a new culture #CMWorld

@lttlewys

 

@CEGonsalves +1 #CMWorld

@PatrickHayslett

 

#CMWorld A2: Buy-in must come at all levels. Sales, C-suite, product dev… one break in the chain will weaken the strategy.

@tiffanifrey

 

Q3: What are some common misconceptions of #contentmarketing that might stall the approval process? #cmworld

 

True MT @martinjason Many use “content marketing” but mean to say “content media.” Marketing take more effort than creating media #CMWorld

@Steph_Montreuil

 

@SueBrady This is so true! Especially in #PR content marketing. ROI is the best and most difficult measurement. #cmworld

@corriescaggs

 

A2: currently it’s only the CEO. Sadly PR and traditional marketing see it as competition #CMWorld

@kneerudge

 

A2: Fortunate to have support from execs, but taking a long time to educate the masses — education really important in large cos. #cmworld

@mikemyers614

 

@CMIContent A1 Unfortunately some orgs don’t understand the value of marketing with multi-channel funnels #CMworld

@WhatRunsWhere

 

*cringe* MT @Erin_E_Palmer Exactly! No one wants to read something if the subtext is “BUYBUYBUY!” Or worse, the ACTUAL text. #CMWorld

@SFerika

 

@SFerika You make a great point! #Marketers need to have the self awareness to realize they aren’t the target audience sometimes. #cmworld

@RyMontano

 

A3: The main one is people think it will be cheap because they can just broadcast the same stuff across platforms. And you can’t #CMWorld

@Steph_Montreuil

 

A2: I directly take my COO in the confidence and he always backs me. Choose a person who encourage the experiments #cmworld

@MUmar_Khan

 

A3: The biggest misconceptions of #contentmarketing: content marketing is a mindset, not a tool set #cmworld

@BrennerMichael

 

The goal of a company on #socialmedia is not only to promote its products but to communicate effectively with its fans & followers #cmworld

@KaymuMaroc

 

A1 – no. often they take the putting content out for the sake content instead of providing quality content. #cmworld

@FiveMinPro

 

@Cait_Waters Definitely a problem. It should always be quality over quantity. If you put out bad stuff, it’ll hurt you in the end. #cmworld

@corriescaggs

 

@lttlewys @CMIContent especially if it’s wrapped in the cloak of becoming a social business #cmworld

@SFerika

 

@SFerika @pamelamuldoon Who’s gonna be to blame when that video doesn’t go viral, haha? #cmworld

@atxcopywriter

 

A3: One misconception is that #contentmarketing is just the favor of the month, it won’t last. #cmworld

@mikemyers614

 

Sorry, had a quick phone call but am playing catch up now…nothingbeats adding some extra pomp to the beginning of #cmworld!

@FiveMinPro

 

A2: Your entire team will benefit from a conversation. If you want your message to resonate, everyone needs to be onboard. #cmworld

@Carly_Stec

 

A3: To gain buy-in, content marketers need to show that the world has changed and most marketing stinks #ItsAllAboutCulture #cmworld

@BrennerMichael

 

A3: Misperceptions such as it can be done on the cheap. Investing in quality is key to long term success, and engagement #cmworld

@angusmacaulay

 

.@CMIContent @MichaelMooneyy Yes to integration across company. Content strategy should be able to influence all depts’ voices. #cmworld

@moveo

 

We like this! MT @MUmar_Khan: A2: Choose a person who encourages the experiments #cmworld

@CMIContent

 

@CMIContent A2: I’ve had a difficult time getting every dep’t involved, which is so key. Execs to see content as part of big picture #CMWorld

@Casielee

 

.@MUmar_Khan Definitely agree you need a project champion at the most senior levels #cmworld

@KDADouglas

 

@CMIContent #CMWorld A3: Misconceptions? Content marketing = social media. We already have a website. Our SEO company is doing that.

@tiffanifrey

 

Find a champion! MT @MUmar_Khan: A2: I directly take COO in confidence; he backs me. Choose a person who encourage experiments #cmworld

@pamelamuldoon

 

@CMIContent Untraceable results. While not every piece of content leads to a sale, each gets a prospect closer to conversion/advo #cmworld

@MichaelMooneyy

 

@corriescaggs Welcome, fellow Texan! (or is there another UNT?) #cmworld

@atxcopywriter

 

@CMIContent A3 #contentmarketing is not something you should outsource to the lowest bidder, and it’s more than just blog posts #cmworld

@SFerika

 

A2: Exec committee started paying attention last fall, now widespread support and new resources. #cmworld

@HiPhaedra

 

A3: Dogmatic view of “brand consistency” can stall #contentmarketing approval if that content uses niche specific language. #CMWorld

@PatrickHayslett

 

Q3: that it doesn’t take work and planning – that it can just happen and be magical and go viral all on its own #cmworld

@NHowellsFW

 

@CMIContent Q3: That all content needs to go viral. There’s a place for content that only appeals to a small pool that converts. #cmworld

@Koozai

 

@CMIContent ‘You can’t prove that it has any positive effect on your ROI’ #CMworld #NOTTRUE

@WhatRunsWhere

 

A3: misperception that it’s about campaigns. it’s about providing information to consumers to help them. #cmworld

@angusmacaulay

 

A3: Like all communication, the knock on content marketing is controlling message consistency. #CMworld

@JohnRichardBell

 

A3. People may also think content marketing is a “quick win,” but it takes time to see results. Immediate ROI not usually feasible #cmworld

@michelelinn

 

@CMIContent A3: That every piece needs to directly sell!!! Could be more off! #CMWorld

@Casielee

 

A2: It’s different in every organization. The key is to get the PR team on board! It never hurts to have more people who can write. #cmworld

@RyMontano

 

@atxcopywriter @pamelamuldoon it *should* be the person who penciled it in the calendar, but inevitably it’s the content marketer #cmworld

@SFerika

 

A2: I think for #mktg, in all its aspects, need to have a management level. Especially because #contentmarketing goes public. #cmworld

@corriescaggs

 

@SFerika @CMIContent Well, I am rather fond of my Super-Hero Cape and tiara 😉 #toolsofthetrade #CMWorld

@lttlewys

 

Q3: Major misconception is that the more content put out, the better their reach& leverage. Focus on content’s value individually #CMWorld

@Cait_Waters

 

@mikemyers614 I hear that #contentmarketing and #storytelling are just buzzwords every day #cmworld

@BrennerMichael

 

Just a reminder to use “A3” when you answer & not “Q3” 🙂 #CMWorld

@Steph_Montreuil

 

@Erin_E_Palmer @SFerika My job would be much easier if all I had to write was “BUYBUYBUY” 🙂 #cmworld

@atxcopywriter

 

@michelelinn And this what “scares” them the most. #cmworld

@NenadSenic

 

Yes! T @SFerika A3 #contentmarketing is not something you should outsource to the lowest bidder, and it’s more than just blog posts #cmworld

@michelelinn

 

@tiffanifrey @CMIContent SEO STUFF are old school, social media managers can do a better job than SEO PEOPLE #cmworld

@ismailpower

 

@atxcopywriter ha 🙂 Yes, but then we wouldn’t have jibs anymore! Everyone thinks mktg is easy 😉 @Erin_E_Palmer @SFerika #CMWorld

@Steph_Montreuil

 

@BrennerMichael I disagree. A company’s product is a company’s best product, Content is the tool that drive people to it. #cmworld #yogi

@FiveMinPro

 

A3: Content marketing isn’t all about search engines. Successful businesses create content for humans. #cmworld

@Carly_Stec

 

@lttlewys @CMIContent My sparkly pink #hellokitty pen *does* look rather like a magic wand now that you mention it… #cmworld

@SFerika

 

@ismailpower @tiffanifrey @CMIContent That’s because true relationships always win #CMWorld

@Steph_Montreuil

 

A3: misperception that content marketing is only digital. print still works and often can do more to stand out #cmworld

@angusmacaulay

 

A3: A major misconception is thinking that your target is one-dimensional. Doctors like to laugh. CFOs have emotions. #NotRobots #CMWorld

@Erin_E_Palmer

 

A3 – A common misconception is #contentmarketing works all by itself. It’s not an island people it’s a strong link in the chain. #cmworld

@FiveMinPro

 

A3) Major misconception about content mktg is that it’s a consideration that is OK to be left after all other marketing is done. #cmworld

@martinjason

 

@Steph_Montreuil @atxcopywriter @Erin_E_Palmer nod, everyone thinks they are a marketer…and a writer! 🙂 #cmworld

@SFerika

 

A3: A lot of people think it’s just filler. They miss out on the purpose and possibilities. #cmworld

@corriescaggs

 

@angusmacaulay Good one. I hate the term “content marketing campaign” as it implies and end. Content marketing never ends #cmworld

@michelelinn

 

@SFerika @atxcopywriter Alas, sad, but true. *sigh* #CMWorld

@pamelamuldoon

 

Q4: What aspects are most important when citing stats or case studies when justifying content marketing? #CMWorld

 

Content marketing isn’t just creating content. It’s about distribution, interaction, and communicating a message #cmworld

@Carly_Stec

 

Q3: Two common misconception are that #contentmarketing is cheap and anyone who can write can do it. #cmworld

@RyMontano

 

A4: 4 areas to focus – start with cost per lead stats and conversion rates of traditional tactics vs content and inbound marketing #cmworld

@BrennerMichael

 

@Steph_Montreuil Especially in #socialmedia. I’ve had countless people post the same content across all platforms. #badidea #cmworld

@corriescaggs

 

@Carly_Stec YES! So important. Who’s benefitting if all you’re focused on is search engine rank #CMworld

@Cait_Waters

 

A3: lots of misperceptions on cost. brands will spend millions on a tv spot, and balk at $$ for good content #cmworld

@angusmacaulay

 

A4: benchmark your company on mix of inbound vs. outbound leads (@SiriusDecisions is a good place to start) #cmworld

@BrennerMichael

 

@corriescaggs yup – adds no value = zero ROI #CMWorld

@Steph_Montreuil

 

@SFerika @CMIContent And when they fail because of bad content, they blame the strategy instead of the implementation. #cmworld

@MichaelMooneyy

 

A4: It always helps to show what the competition has been doing. Plus, engagement, leads, sales #CMWorld

@SueBrady

 

@CMIContent For small businesses it’s easy to think content marketing = a blog, things like strategy, promotion not thought of #CMWorld

@atxcopywriter

 

@CMIContent A4: finding the right hook for the person you’re talking to #cmworld

@NHowellsFW

 

A3 That results will come fast and cheap. Content marketing is great, but takes effort. (Marathon, not sprint) #cmworld

@webber_karen

 

@Steph_Montreuil @tiffanifrey @CMIContent ABSOLUTELY, Companies have to humanities their communication on #socialmedia #cmworld

@ismailpower

 

A4: Using other numbers to justify #contentmarketing make them industry specific & u can replicate #cmworld

@lttlewys

 

A3: We have to continually remind ourselves that the value in content marketing rests with the message, not the medium. #cmworld

@JohnRichardBell

 

A3. Misconceptions I see the most: it’s easy, don’t need a budget (do it as cheaply as possible), it’s social media #content #cmworld

@eccushing

 

@Erin_E_Palmer Yes! You’re creating content for people, not “organziations.” People have lives and multiple priorities #cmworld

@michelelinn

 

A4: Look at a content audit. Does the content your company creates get used at all. #CostSavings – Is it mapped to buyer stages? #cmworld

@BrennerMichael

 

@SFerika @Steph_Montreuil @atxcopywriter Oh my goodness, I have SO MANY good stories about non-writers thinking they are writers! #CMWorld

@Erin_E_Palmer

 

A4: make sure you use case studies from your industry that have hard numbers for mgmt to wrap their head around. #CMWorld

@Steph_Montreuil

 

True story. MT @RyMontano: Q3: Two common misconception; #contentmarketing is cheap & anyone who can write can do it. #cmworld

@pamelamuldoon

 

A4 – The number one thing to keep in mind is “NO FLUFF” if you have to present fluffed stats you’re not doing your job. Try harder. #cmworld

@FiveMinPro

 

@Erin_E_Palmer me too 🙂 same for marketing! @SFerika @atxcopywriter #CMWorld

@Steph_Montreuil

 

@Steph_Montreuil Amen! #cmworld

@corriescaggs

 

A3: Connect with the individual behind the professional facade. Also culls those w/ whom we can build relationships. #CMWorld<a< a=””> HREF=”http://twitter.com/Erin_E_Palmer” TARGET=”parent”>@Erin_E_Palmer</a<>

@VinceSkolny

 

@SueBrady Good point on keeping an eye on the competition #CMworld

@WhatRunsWhere

 

#CMWorld A4: Before you can cite stats or studies, you first must understand your client’s goals.

@tiffanifrey

 

A4: The right stat or case study mirrors the need being addressed. Content marketing can do a lot and be measured many ways #cmworld

@angusmacaulay

 

A4: Finally, we looked at our web traffic to see if our visitors were coming for early or late stage content = huge opportunity #cmworld

@BrennerMichael

 

@Carly_Stec absolutely #cmworld

@KaymuMaroc

 

@BrennerMichael Do companies think in terms of buyer cycle still w/ emphasis on ZMOT and decentralization? #CMWorld

@PatrickHayslett

 

@tracibrowne Hi Traci! On Q4 now. #cmworld

@CMIContent

 

@NHowellsFW We’ll have to put something out on CMI to help people understand this. #cmworld: Immediate ROI not usually feasible

@michelelinn

 

Behold my sparkly #content marketing magic wand #cmworld #hellokitty http://instagram.com/p/kSLUWIzLXs/

@SFerika

 

@FiveMinPro Some fluff is ok, need to give some glitter to your culture, make sure that’s in the plan 😉 #CMWorld

@lttlewys

 

A4: Relevant, specific case studies help…everyone knows about Coke, Red Bull, but no one believes we can replicate (or afford). #cmworld

@mikemyers614

 

A4: Show them relevant #contentmarketing possibilities and present them with examples of it done right. #cmworld

@corriescaggs

 

@NHowellsFW @CMIContent hmm it can work but you run the risk of skewing results to meet a certain person’s ideal…#cmworld

@FiveMinPro

 

#4 – How much of the sales process is done prior to contact. And how CM fuels the middle of the sales funnel. #cmworld

@tsledzik

 

A4 Credibility & recency of stats. Industry moves fast, so what was relevant 3yrs ago might not be the case now. #cmworld

@webber_karen

 

Overcrowded! “What if 1,000+ #marketing technology vendors were the new normal?” http://bit.ly/1lXncfC via @chiefmartec #CMWorld

@anametrix

 

@CMIContent A3 That it’s the same old thing. Leaders must understand it requires its own strategy, funding, sometimes its own team. #cmworld

@moveo

 

@michelelinn now that would be handy #cmworld

@NHowellsFW

 

@PatrickHayslett content strategy by buying cycle is 1 of the biggest differences between leaders and laggards in #contentmarketing #cmworld

@BrennerMichael

 

A4: Content Marketing measurement. Good place to start is AIDA: Awareness > Interest > Desire > Action. #cmworld

@JohnRichardBell

 

@XtinaDunham @CMIContent @Carly_Stec But humans can’t find the content without good SEO #cmworld

@HiPhaedra

 

@SFerika love it! and your timer 🙂 #CMWorld

@Steph_Montreuil

 

A4: answer the “so what”. why should the person care about the stat or the case study. connect the dots #cmworld

@angusmacaulay

 

@lttlewys @SFerika @CMIContent Maybe I need to get some of that? #cmworld

@atxcopywriter

 

@JohnRichardBell Thanks, John! #CMWorld

@CMIContent

 

A4: Our Cost Per Lead. It’s so much higher with outbound tactics. #cmworld

@MichaelMooneyy

 

A4. Stats should align with goals. Generally, traffic, engagement, leads, sales #cmworld

@eccushing

 

#cmworld A3: that it won’t help the sales team.

@djksar

 

Looks like #cmworld chat is in full steam

@Ramon_DeLeon

 

Q4; Having a great topic & a great thought leader! Example this White Paper by @jimsterne http://bit.ly/19rMERB #CMWorld

@anametrix

 

@BrennerMichael Glad to hear it from someone with SAP perspective. I never bought into “the funnel (or cycle) is dead” articles #CMWorld

@PatrickHayslett

 

@lttlewys I don’t think you do when it comes to stats. When you sprinkle in fairy dust then you massively skew expectations. #cmworld

@FiveMinPro

 

@FiveMinPro it is a risk. I don’t mean massage the stats though, just keep in mind each person’s preferences when presenting them #cmworld

@NHowellsFW

 

A4: Hard to tie content directly to sales-ready leads. What tools are you using? SMBs don’t always have budget for this. #cmworld

@tamarweiss

 

A4: Also, know and study the intended audience beforehand and present how content marketing will work based on their engagement. #cmworld

@corriescaggs

 

Q5: Speaking of, do you have links to your favorite or best stats/case studies for justifying content marketing? #cmworld

 

@HiPhaedra @CMIContent @Carly_Stec – I think they need to work in conjunction with each other. Not either/or. #cmworld

@XtinaDunham

 

@FiveMinPro I disagree, fluff stats do have a purpose, vanity metrics are more than showing likes/follows. shows growth #CMWorld

@lttlewys

 

@lttlewys “If you argue with math, you will lose” Thank you @CREE #cmworld

@FiveMinPro

 

A5: Here’s 33 Stats I gathers on content marketing – blog: http://ow.ly/tthXB and @Slideshare: http://ow.ly/ttiaX #cmworld

@BrennerMichael

 

@CMIContent Thanks its been awhile since #RamonWOW has chatted #cmworld — I need 2 also make it to your conference or speak at it

@Ramon_DeLeon

 

#cmworld A4: how the competition is doing it, potential leads being acquired, customer feedback/needs in terms of content,

@djksar

 

@XtinaDunham @CMIContent @Carly_Stec True statement. Chasing SEO for SEO sake is silly. #cmworld

@HiPhaedra

 

@PatrickHayslett Glad you’re here, Patrick! Tweet the link to your great blog post today! I bet the #CMWorld friends would enjoy it!

@CMIContent

 

A4: You can find stats to say whatever you want so make sure they’re objective from credible sources, similar industries #cmworld

@KDADouglas

 

A4) Stats (KPI’s) should be based on the overall biz goal of the org; lead gen? brand awareness? increase rev? decrease expenses? #CMWorld

@pamelamuldoon

 

A5: CMI’s Research Page! http://contentmarketinginstitute.com/research/ #cmworld

@MichaelMooneyy

 

@FiveMinPro Do you have examples of fluff vs. no-fluff stats? #cmworld

@tamarweiss

 

A5 isn’t one of the best stats to Google questions your customers have and see if your content pops up/fills the void? #cmworld

@tracibrowne

 

@CMIContent A4 Use brand examples that are relatable. Yes we can learn from Wal-Mart but they can get away w/ what we can’t #CMworld

@WhatRunsWhere

 

@XtinaDunham @HiPhaedra @CMIContent @Carly_Stec Agreed. Content is a team effort. It’s writing, SEO, promotion and so much more. #CMWorld

@Erin_E_Palmer

 

@FiveMinPro I’m not arguing with math, I’m adding to it with logic! Need to account for the Human element #CMWorld

@lttlewys

 

Q5. Ooh, please share everyone! I fight with my boss all the time about the value of #content #cmworld

@eccushing

 

@Ramon_DeLeon Great thoughts! Let’s definitely chat. cathy[at]http://t.co/RnNbBkDhxG. #CMWorld

@CMIContent

 

@CMIContent A little something for #eventprofs and #contentmarketers! #CMworld http://blog.flirtcommunications.com/content-marketers-event-organizers-separated-birth/

@FLIRTcomm

 

@BrennerMichael Very useful – thanks! #cmworld

@NHowellsFW

 

@tracibrowne Speaking like @TheSalesLion right there! Absolutely! #CMWorld

@CMIContent

 

A5 For those in Europe, some industry stats from @axonnmedia http://www.axonn.co.uk/axonn-research/content-marketing-trends-in-2013 #cmworld

@webber_karen

 

A5: I do! I love this White Paper I did with @anametrix and @jimsterne. Great thought leader & great topic! http://bit.ly/19rMERB #CMWorld

@RyMontano

 

A5 It’s hard to justify CM efforts based on others stats…too many variables #cmworld

@tracibrowne

 

A5. This guide from @kapost & @eloqua on how to justify content marketing is useful: http://ow.ly/tw4DT #cmworld It compares CM and PPC

@michelelinn

 

#cmworld a4) The most important aspects are those that help define, measure and guide your goals

@Ramon_DeLeon

 

 

@eccushing We’re going to compile these as well – we’re full-service around here! 🙂 #CMWorld

@CMIContent

 

@tamarweiss I’ll have to dig some up but a lot of infographics skew numbers to show “potential” goals not achieved goals…#cmworld

@FiveMinPro

 

@CMIContent @BrennerMichael @SlideShare Awesome! #cmworld

@mikemyers614

 

@HiPhaedra @CMIContent @Carly_Stec – Agree. Good SEO+Bad content OR Bad SEO+Good Content = FAIL. Both are necessary. #cmworld

@XtinaDunham

 

@webber_karen @axonnmedia Great, thanks, Karen! #CMWorld

@CMIContent

 

@CMIContent I knew I liked you for a reason 😉 #cmworld

@NHowellsFW

 

2 huge justifiers are much lower CPA + fact buyers are 2/3 thru buy cycle b4 they ct u. These 2 items hit c-suite hot buttons. #cmworld

@SusynEliseDuris

 

A5: sometimes the best stats are your own: ie low engagement of visitors, social channels, high bounce rate. show the need. #cmworld

@angusmacaulay

 

@tracibrowne Good point – really make it personal to your company. Look at the data. #cmworld

@moveo

 

A5: I think @CocaCola is one good example. http://www.livepositively.com/home/ #cmworld

@corriescaggs

 

@CMIContent Happy to! My post encourages “active reading” to bring topic development up to par with tactics http://bit.ly/M8DXEF #cmworld

@PatrickHayslett

 

agree MT @angusmacaulay A5: …best stats are your own: ie low engagement of visitors, social channels, high bounce rate. #cmworld

@tracibrowne

 

@KDADouglas Exactly! But unfortunately some people don’t have that person. They should work more aggressively. #cmworld

@MUmar_Khan

 

Q6: What elements should be in place b4 trying to justify a content mktg plan? Optimized website? Blog? Active social channels? #CMWorld

 

@lttlewys hmmm…..I never really equated fluff with logic…are you a Star Trek fan cause Spock would be disappointed…human.. 🙂 #cmworld

@FiveMinPro

 

@GillianLuce @mikemyers614 the case studies need to be relevant not only to industry but space co competes in. #cmworld

@SusynEliseDuris

 

@angusmacaulay @tracibrowne @CMIContent A5: yes I agree – get your own stats #cmworld

@BrennerMichael

 

@PatrickHayslett Thanks! Appreciate that while I multitask! #CMWorld

@CMIContent

 

Thanks to @lttlewys Tweets I saw that its #cmworld chat time

@Ramon_DeLeon

 

@tamarweiss: @FiveMinPro @lttlewys @Cree #cmworld >> Hard numbers are esp. useful when you can find multiple stats backing up a trend

@michelelinn

 

@CMIContent you’re just the best. I might have to send you a Valentine. #CMWorld

@eccushing

 

@pamelamuldoon Recognize that champion! 🙂 #cmworld

@MUmar_Khan

 

@FiveMinPro Well, marketers are great at this +also what my dad calls being “annumerate.” Like illiterate but w math! 😛 #cmworld

@tamarweiss

 

A6: Step 1 after buy-in for #contentmarketing is to stop creating content no one wants. Then look at platforms and technologies #cmworld

@BrennerMichael

 

Here are the resources that were mentioned for question 5: http://bit.ly/MIxsZa #CMWorld

@Steph_Montreuil

 

A6 identifying & clearly explaining need & how you plan to address it and resources needed and how you will measure success/failure #cmworld

@tracibrowne

 

Amen to that MT “@HiPhaedra: @XtinaDunham @CMIContent True statement. Chasing SEO for SEO sake is silly.

@XtinaDunham

 

Jumping on to the #cmworld chat a little late! Can’t wait for the great conversation! @CMIContent

@ProjectSocializ

 

@Ramon_DeLeon Yes! @lttlewys is the best. Every Tuesday at noon Eastern! #CMWorld

@CMIContent

 

@Ramon_DeLeon Squeee!! Great to see you!! #CMWorld is the most awesomeest chat!!

@lttlewys

 

A6: You need a good CMS, workflow tool, social channels and people who know how to think like publishers and tell stories #cmworld

@BrennerMichael

 

A tad bit late joining the #CMWorld chat with @CMIContent and @BrennerMichael, but better late than never, right?

@MissMerrii

 

A5: Execs understand that interruptive marketing isn’t going to last. Need to position #contentmarketing as solution for them. #cmworld

@mikemyers614

 

@CMIContent Ooh! Looking forward to the answers to this question. I’ve been trying to collect links when I see them lately #cmworld

@atxcopywriter

 

@lttlewys There’s a difference between showing numbers that relate to a specific persons focus & <skewing numbers > impact) = fluff #cmworld

@FiveMinPro

 

A6 If you sound like you’re about to wing it…or doing it because everyone else is…not likely to get budget for it #cmworld

@tracibrowne

 

@tamarweiss LOVE IT! #cmworld

@FiveMinPro

 

Organizational buy-in, at least from key people, is important before starting #contentmarketing @CMIContent #cmworld

@CTrappe

 

A6: Know where your audience lives. This will help you decide which social channels are relevant for your content marketing plan #cmworld

@matthewnollman

 

@BrennerMichael Agreed @BrennerMichael Also good time to audit current content and see any analytics on it. #cmworld

@SusynEliseDuris

 

@CMIContent A6: All of those would help though the planning can begin with the slate still blank. PLAN! #CMWorld

@BayLeafDigital

 

@CMIContent A5: Here are a couple: http://econsultancy.com/blog/63846-six-case-studies-that-prove-the-power-of-content-marketing http://writtent.com/blog/28-indispensable-research-reports-and-marketing-case-studies-for-smallbiz-strategy/ #cmworld

@atxcopywriter

 

A6: you could do a whole #cmworld chat on technologies and platforms 😉 Maybe get @robertrose

@BrennerMichael

 

A6: You need to first understand the purpose of #contentmareketing for your company/brand, and the intended audience. #cmworld

@corriescaggs

 

A6: Optimized is crucial. You’re content should be clear & consistent across all social, digital, mobile channels #CMWorld

@SocialWhirled

 

A6: Know your product/market fit, understand your audience (personas), Know your ‘Why’, set objectives/goals. #cmworld

@MichaelMooneyy

 

@XtinaDunham @HiPhaedra @CMIContent @Carly_Stec Yes! Keep SEO in mind, but don’t make it a higher priority than people #CMWorld

@atxcopywriter

 

A6: after buy in, any system can be built. buy in has to include understanding how much work may or may not be ahead. #cmworld

@angusmacaulay

 

@lttlewys #Sassypants and #sparkle is….#illogical 🙂 #cmworld

@FiveMinPro

 

@FiveMinPro I agree, if you skew the numbers, ur showing fluff, vanity metrics are reasonable to share with mgmt. They show a start #CMWorld

@lttlewys

 

@CMIContent @BrennerMichael @robertrose I’m sensing a new #cmworld topic – love how we get to create inside of a chat! Cool!!

@SusynEliseDuris

 

A6: After you’ve defined those, then you can create and prepare for the necessary communication channels. #cmworld

@corriescaggs

 

“Leave out the parts that readers tend to skip” – Elmore Leonard #cmworld

@HiPhaedra

 

A6: Executive support needs to be in place before trying to justify #contentmarketing #cmworld

@mikemyers614

 

@BrennerMichael agree, starting to think editor/publisher is the most important role #cmworld

@tracibrowne

 

A6: after buy in, step 1 is to understand what you can do internally, and what you need to outsource #cmworld

@angusmacaulay

 

@lttlewys but maybe we’re talking about dif. defs of “fluff” but if not you & I are on opposite sides of the fence making faces #cmworld

@FiveMinPro

 

@SusynEliseDuris @BrennerMichael @robertrose I appreciate these ideas more than you know! #CMWorld

@cmcphillips

 

@SusynEliseDuris But say you convinced ’em- how do you prove your content led to sales-qualified leads? #cmworld

@tamarweiss

 

A6: Don’t forget to have measurable objectives so you can see if your #contentmarketing efforts worked. #cmworld

@corriescaggs

 

@mikemyers614 sometimes that is easier said than done – sometimes you have to justify #contentmarketing to get c-suite buy in. #cmworld

@SusynEliseDuris

 

@HiPhaedra We love that! #CMWorld

@CMIContent

 

.@MichaelMooneyy Absolutely, such a fan of personas but it’s still a new concept to many #cmworld

@KDADouglas

 

A6; Know your audience! You need to have a multichannel #analytics solution in place. Don’t do it if you can’t measure it! #cmworld

@anametrix

 

A6: Emphasis on ensuring websites are optimized & you have a presence on social B4 creating content is key! #CMWorld Reach&leverage easier

@Cait_Waters

 

@FiveMinPro I think we are hangin on the same side, just seeing differ colours of blue and calling it blue 😉 #Perceptions #CMWorld

@lttlewys

 

@angusmacaulay very true! When outsourcing, you need to have a common purpose for your content which you define internally #cmworld

@matthewnollman

 

#cmworld A6: Define your goals and establish what success looks like, otherwise you won’t know

@Ramon_DeLeon

 

@corriescaggs I think that’s the key. Need to agree about them up front though. #cmworld

@tamarweiss

 

@CMIContent Start with a content audit to understand what you already have; having a blog and social channels will also be key #cmworld

@SFerika

 

A1: I would say no, it seems as though most organization just use content to PUSH, instead of just providing #Value to PULL #CMWORLD

@WalidTerrell

 

@tamarweiss @SusynEliseDuris Content marketing isn’t always about sales. It accomplishes other goals such as raising awareness. #cmworld

@corriescaggs

 

@lttlewys I’m in #atlweather…blue is a figment of your imagination. MORE FLUFF! #cmworld

@FiveMinPro

 

@CMIContent We would say an optimized website and a marketing calendar. It’s important to know what you are focusing on each month. #cmworld

@ProjectSocializ

 

A6: Consider more than just decision maker buy-in. #Contentmarketing also depends on sales & cust svc to participate. #CMWorld

@PatrickHayslett

 

Q7: What info would be useful for you to have that you currently don’t that would help justify content marketing? #cmworld

 

@CMIContent A6: Those could all be addressed in a content marketing plan, if they weren’t ready yet. Budget/commitment more impt #CMWorld

@atxcopywriter

 

@ProjectSocializ Yes – a calendar, for sure #cmworld

@NHowellsFW

 

@KDADouglas Unfortunately. Would you buy flowers before having a date? We have to understand our audience before creating content. #cmworld

@MichaelMooneyy

 

@lttlewys @angusmacaulay and be sure to talk to your team b4 outsourcing; they may have talents+interests you are unaware of! #cmworld

@SFerika

 

@corriescaggs @tamarweiss right. And delivering the right content at the wrong buy cycle stage screws it all up. #cmworld

@SusynEliseDuris

 

@SusynEliseDuris I’m sure that’s true, but yikes! Uphill! 🙂 #cmworld

@mikemyers614

 

@SusynEliseDuris I’m so glad it made it there! Sorry for few day delay…this weather has me hibernating! #CMWorld

@cmcphillips

 

A7: I’d like a #bigdata war room to show the effectiveness of our marketing activities in near #realtime #cmworld

@BrennerMichael

 

@FiveMinPro I’ll tell him you said so. 😛 #cmworld

@tamarweiss

 

Love Q7 – interested in seeing what the barriers are. #CMWorld

@Steph_Montreuil

 

@tamarweiss Absolutely. It won’t reach goals if you haven’t made any. #cmworld

@corriescaggs

 

@BrennerMichael wouldn’t we all 🙂 #CMWorld

@Steph_Montreuil

 

@corriescaggs @tamarweiss Must be right content + right audience + right time #cmworld

@SusynEliseDuris

 

A7 some way to tell who is reading what…like x-ray vision for the web or psychic powers #cmworld

@tracibrowne

 

@CMIContent A7 ability to easily report on multi-touch attribution leading to a sale #cmworld

@SFerika

 

A7: Is target audience reading and *using* the information in our content? #CMWorld

@HiPhaedra

 

I have missed Q6 #cmworld thanks @lttlewys 😉 hehehe

@FiveMinPro

 

A7: The biggest obstacle I see in the academia, in-house marketers and PR. They feel #contentmarketing is a threat to their ways #cmworld

@NenadSenic

 

A6: Is advertising good or bad? It’s bad when content is bad. Same for content marketing. #cmworld

@JohnRichardBell

 

I’m jumping in now for the last 20 minutes of #cmworld!

@KyleAkerman

 

A7: I’d track share of conversations, inbound traffic, leads, conversion rates at the content and channel level #AGuyCanDream #cmworld

@BrennerMichael

 

A7: More specific examples/data from major players or direct competitors. “Poster children,” if you will. #CMWorld

@BayLeafDigital

 

@corriescaggs @tamarweiss @SusynEliseDuris or being helpful or teaching something! #cmworld

@nicolevirant

 

A7: How if at all is #contentmarketing thought at the institutions where marketers and PR peeps come from? #cmworld

@NenadSenic

 

@SusynEliseDuris @tamarweiss I wish I could retweet that 50 times! #cmworld

@corriescaggs

 

A7: More local, small companies case studies rather than talking only about the regular big ones. #cmworld

@NenadSenic

 

@BrennerMichael That would be amazing – 2nd time in 2 days I’ve been all geeked out by numbers/analytics ideas. #CMWorld

@cmcphillips

 

@PatrickHayslett Agreed. The front-line soldiers are key. Especially since they hear the terminology that customers actually use. #CMworld

@WhatRunsWhere

 

A7 – the developing technologies that continuously show data & reactions is what I’m waiting for, & it’s in the works #cmworld

@FiveMinPro

 

A7: Word of mouth! The hardest metric to track. #cmworld

@MichaelMooneyy

 

@WhatRunsWhere We’re a little biases, but Anametrix and Sysomos make a great analytics combination. 😉 http://bit.ly/1ct8rro #CMWorld

@anametrix

 

.@bitly is a great tool to use to track your social marketing conversions. Leverage tools like this whenever possible #cmworld

@matthewnollman

 

A7 I know I am living in utopia land – but I would love to see sales/mktg group come together, to work together to create content. #cmworld

@SusynEliseDuris

 

@NenadSenic GREAT question – wondering if that is even a concept that is taught in most yet. #CMWorld

@Steph_Montreuil

 

@CMIContent A7: We often share case studies with perspective clients that showcase success stories within your industry. #cmworld

@ProjectSocializ

 

A7 how to make something go viral…I’M JUST KIDDING! #cmworld

@tracibrowne

 

@CMIContent A7:The traffic flow and social sharing of the 2nd blog without marketing it. #cmworld

@MUmar_Khan

 

@CMIContent lead gen from sponsorships – strategic content marketing shld exceed rtns for smaller budgets #cmworld

@LuciaBarbato

 

@lttlewys such human response #cmworld

@FiveMinPro

 

@Steph_Montreuil @NenadSenic I agree, I wish people would let us peek under their skirts a bit more… both success & fails #CMWorld

@lttlewys

 

A6. Research! Know what you want to do, and why it should be done. Blog & optimized site might need to be part of plan #cmworld

@eccushing

 

A6 @CMIContent Documented content strategy outlines projected returns, optimizes existing platforms & meets customer needs. #cmworld

@moveo

 

@corriescaggs @tamarweiss Go for it!! 🙂 #cmworld

@SusynEliseDuris

 

@SusynEliseDuris that can happen if Sales goals/comp are aligned w/that sort of collaboration #cmworld

@SFerika

 

#cmworld A7) “Emotional triggers or pain points of an audience – this get content read and shared” #RamonWOW

@Ramon_DeLeon

 

@tracibrowne Ha! #cmworld

@sbrnalux

 

@CMIContent I’d be the creepy person to find out what kind of flowers are his/her favorite (if possible) before the date. #cmworld

@corriescaggs

 

@SusynEliseDuris Our salespeople love having bylines, they say it helps them sell. #cmworld

@HiPhaedra

 

@tracibrowne Ha! I actually had a conversation about this today! #CMWorld

@CMIContent

 

It’s how we did it at AOL back in the day MT @BrennerMichael A7: I’d like a bigdata war room to show the effectiveness of our mktg #cmworld

@SueBrady

 

. @CMIContent @MichaelMooneyy Truth! But dates also like to be surprised from time to time, so don’t stick to only the expected.#CMWorld

@Erin_E_Palmer

 

@sbrnalux @cmworld Let’s be honest…that’s what most (less informed) people ask for #cmworld

@tracibrowne

 

@CMIContent More good examples of small businesses doing it. Many of the high-profile examples are the big guys like Coke, Red Bull #cmworld

@atxcopywriter

 

@HiPhaedra @SusynEliseDuris Are your sales pros writing the blogs, or is marketing ghost writing? #cmworld

@SFerika

 

@SFerika It CAN happen but alignment (i.e. not silos) is difficult in orgs these days. Having c-suite champion early is key. #cmworld

@SusynEliseDuris

 

For innovation, step back, listen to kids, facilitate inquiry, listen to assess, give Ss choice, did I already say listen to kids? #cmworld

@tarawaudby

 

@cmcphillips You are such a nerd! (says the former Motorola engineer 🙂 @BrennerMichael #cmworld

@KyleAkerman

 

A7: How acquiring a lead via content marketing increases the life time value of a customer as I suspect it does #CMWorld

@KDADouglas

 

@SusynEliseDuris You aren’t. It can happen. There’s always Account-Based Marketing you know. http://slidesha.re/1eNYdaQ #cmworld

@tamarweiss

 

@corriescaggs @CMIContent always go BIG…go big or go home! #cmworld

@FiveMinPro

 

@MichaelMooneyy @KDADouglas Why not! Flowers are plenty nice to have around for yourself (recognize response not relevant to point) #CMWorld

@atxcopywriter

 

@HiPhaedra sales enablement in action. Love it. #cmworld

@SusynEliseDuris

 

Q8: Are there different things #smallbiz needs compared to enterprise when justifying content marketing? #CMWorld

 

@CMIContent @Tracibrowne – @ToddWheatland has the only answer to Q: “how to make a viral video?” A: “Shut up!” #cmworld

@BrennerMichael

 

@SusynEliseDuris @SFerika I’m pretty certain there are cave paintings about sales/marketing alignment…never going away #cmworld

@tracibrowne

 

@CMIContent @SusynEliseDuris Having c-suite champion at all is key #cmworld

@FiveMinPro

 

@tracibrowne @cmworld You speak the truth. I recently tried to explain why you can’t request a “viral image” from a design team. #cmworld

@sbrnalux

 

@lttlewys @CMIContent Finally reading The Tipping Point, and I am obsessed. #cmworld

@MichaelMooneyy

 

A7: Knowing exactly what the intended audience would read/listen to/watch so I know what content to create. #cmworld

@corriescaggs

 

@SFerika @SusynEliseDuris We do both ghost writing and sales-written content, whatever the SME wants. Make it easy for them. #CMworld

@HiPhaedra

 

@lttlewys @Steph_Montreuil @NenadSenic If you could “peek under their skirts,” what would most useful info be? #CMWorld

@michelelinn

 

A8: for #smallbiz, you really need to concentrate your #contentmarketing efforts to get biggest bang for buck #CMWorld

@Steph_Montreuil

 

Ha Ha @tracibrowne You made my day with that comment!! @SFerika #cmworld

@SusynEliseDuris

 

@SueBrady @BrennerMichael Ooooooh, that sounds niiiiice! 😛 #cmworld

@tamarweiss

 

@CMIContent budgets may be smaller but with a strategic content marketing plan in place the rtns can be same if not bigger #cmworld

@LuciaBarbato

 

A8: SMBs don’t always have the budget, so things like CMS’ may be out of the question #cmworld

@SueBrady

 

A8: knowing your audience very well is the best way to be as effective & efficient as you can. Don’t be everything to everyone #CMWorld

@Steph_Montreuil

 

A8. #smallbiz needs to really define their social voice first before pushing out lots of content. It gives the content credibility #cmworld

@matthewnollman

 

A8 a shorter timeline to prove it’s worthwhile. Small cos live day-by-day won’t give up short term for long term #cmworld

@tracibrowne

 

A8: My advice to #smallbiz: #content marketing does not need to cost anything. Just stop doing what doesn’t work and shift funds #cmworld

@BrennerMichael

 

@FiveMinPro @CMIContent Absolutely! Plus, it is impressive to the audience. Maybe a bit creepy, but we’ll go with impressive. #cmworld

@corriescaggs

 

Q8: A community presence is needed to justify content marketing for #smallbiz. Local awareness goes a long way #CMWorld

@Cait_Waters

 

A8: not to expect to be able to do it all, or at least all at once. Resource and budget must be considered when planning #cmworld

@NHowellsFW

 

@CMIContent A8: The most important thing is the “Brand Awareness” #cmworld

@MUmar_Khan

 

A8 – Fundamentally not really, as far as what stats to show & metrics to watch certainly #cmworld

@FiveMinPro

 

A8: small business have to be realistic about cost. but payoff can be huge. #cmworld

@angusmacaulay

 

A8: Not really. Scale to size. @CMIContent #cmworld

@BayLeafDigital

 

@CMIContent A8 A bigger budget! (Just Kidding) #CMworld

@WhatRunsWhere

 

A8: Content Marketing levels the playing field. The small guy’s competitive advantage is the creative mind. Use it. #cmworld

@JohnRichardBell

 

@Erin_E_Palmer @CMIContent Your friend is a genius. #cmworld #datafordates

@corriescaggs

 

@corriescaggs @CMIContent well sure…I’ve watched #crazystupidlove I know these things. #cmworld

@FiveMinPro

 

@BayLeafDigital @MichaelMooneyy In nonprofits, that WoM is often tracked by asking for the referral source (person) on form fill #cmworld

@SFerika

 

A8: small biz benefits from less internal friction to test and learn what works. #cmworld

@angusmacaulay

 

A8: Differ audience needs, not to fall into the “popular” trap and to focus hyper-local #CMWorld

@lttlewys

 

Q4: Time to Channel Ratio –– If you don’t have the time, don’t start the channel. You’ll just add noise. #cmworld

@MichaelMooneyy

 

A8: Yes smallbiz more flexible and open to trying things, lots of hard data not so crucial, qualitative info tends to be enough #CMWorld

@KDADouglas

 

Individualized conversation is Content Marketing that gets to the heart of an audience & helps eliminate algorithms #cmworld

@Ramon_DeLeon

 

@BrennerMichael #contenmarketing always costs something, everything costs something and for #smallbiz it is often expensive. Time #cmworld

@FiveMinPro

 

@michelelinn Most case studies don’t show profit, how they link #contentmarketing to differ depts @Steph_Montreuil @NenadSenic #CMWorld

@lttlewys

 

@HiPhaedra @SFerika why ghost write? Show their name. Put a face to a name. It will humanize what you are trying to achieve. #cmworld

@SusynEliseDuris

 

A8 focus on shorter term goals/wins so you can build a case…then like @BrennerMichael says…start to shift funds #cmworld

@tracibrowne

 

@Ramon_DeLeon You’ve really excelled in that 1:1. Any pointers on that? Might need to have a chat with you soon! #CMWorld

@CMIContent

 

@JohnRichardBell Word! Just as with the Internet, little guy can suddenly compete #CMWorld

@HiPhaedra

 

@lttlewys very true… @michelelinn @NenadSenic #CMWorld

@Steph_Montreuil

 

@CMIContent #smallbiz will get more benefit for small effort as #google is helping local business. #cmworld

@avadheshmahajan

 

@CMIContent A8 #SmallBiz can get away with using tools that aren’t as granule with tracking and save those dollars #CMworld

@WhatRunsWhere

 

A8: if budget will allow, buy in expertise to help get started #smallbiz #cmworld

@NHowellsFW

 

#cmworld Put your CONTENT on the desk http://www.colorstrike.com http://t.co/LEgNpOFKPL

@PromoTop10

 

A8: #contentmarketing might be easier for sm biz — no layers, approvals, politics (I love my job!) #cmworld

@mikemyers614

 

@NenadSenic Sorry, slang, skirt= seeing their hard numbers, profit @michelelinn @Steph_Montreuil #CMWorld

@lttlewys

 

@SusynEliseDuris @SFerika Their names, our writers. Nobody is hiding. #CMWorld.

@HiPhaedra

 

@SusynEliseDuris @HiPhaedra by ghost writing I mean marketing writing and using Sales person’s name+photo, not Sales writing 🙂 #cmworld

@SFerika

 

A8: For #smallbiz, only do what works. Don’t spend time on #mktg haphazardly. Constantly evaluate effectiveness. #cmworld

@corriescaggs

 

Q9: Is there a certain format that is most successful when justifying content marketing to your team? #CMWorld

 

@NenadSenic @lttlywys mentioned it would be useful to peek under their skirts to see success and failure. #cmworld

@michelelinn

 

@CMIContent Ohh, yes, you totally need to chat with @Ramon_DeLeon!! he has some amazing stories!! #CMWorld

@lttlewys

 

@lttlewys definitely not a one shoe fits all proposition I agree. Fundamentally it is the same but each company has specific needs #cmworld

@FiveMinPro

 

@HiPhaedra @SFerika oh ok got it. #CMWorld goes at lightning speed. Sometimes I miss things.

@SusynEliseDuris

 

A8 @CMIContent Though scale is different, both must link content marketing to ROI & conversion whenever possible. Use the data. #cmworld

@moveo

 

@SFerika @SusynEliseDuris @HiPhaedra Ohh, ghost writers!! Such a challenge 😉 #CMWorld

@lttlewys

 

A9: video is sexiest, but often text and visuals can provide exactly what the consumer needs to know #cmworld

@angusmacaulay

 

@KyleAkerman True. Never base your future on a single result. We have to understand the behaviors behind actions. #cmworld

@MichaelMooneyy

 

A9 Best form for justifying content marketing program is showing all the QUALITY content your competition is putting out #cmworld

@tracibrowne

 

A8: Also, make sure the #contentmarketing you’re doing now is laying the foundation to accomplish tomorrow’s goals. #cmworld

@corriescaggs

 

A9: I think buy-in will be based on how well you know your audience, this should tell you how good your content mktg will be 😉 #CMWorld

@Steph_Montreuil

 

@angusmacaulay Yes – important to use the channel that is right for them…at that time. #CMWorld

@CMIContent

 

.@lttlywys always has to make things racy…sheesh. #cmworld 🙂 @michelelinn @NenadSenic #bustinchops

@FiveMinPro

 

A9: I think a 2×4 works pretty well when trying to justify content marketing. Hit them with hard / harsh truth #cmworld

@BrennerMichael

 

@BrennerMichael Costs time at the very least though, which has an opportunity cost. #cmworld

@sid_kothari

 

@CMIContent A8: A lot of the same ideas on different scale. Recognize strengths, prioritize #cmworld

@atxcopywriter

 

@SFerika @HiPhaedra That’s what I thought. I’m on the fence with that tactic. For me, its a case by case situation. #cmworld

@SusynEliseDuris

 

A9: In large enterprises, selling #contentmarketing is all about the presentation (yuk). #cmworld

@mikemyers614

 

@lttlewys @SFerika @SusynEliseDuris How a challenge? If the writers know up front no byline, usually SME happy to have the help. #CMworld

@HiPhaedra

 

A9: for analytical people, show #s & results, others may connect with ability to really tap into audience, etc #CMWorld

@Steph_Montreuil

 

@SFerika @BayLeafDigital Great quality, but hard to scale. #cmworld

@MichaelMooneyy

 

A9: Just like with content, the pitch should be tailored to the audience. Use what you know about them to get what you want. #CMWorld

@Erin_E_Palmer

 

@lttlewys Thanks! Like the idea of tying #contentmarketing to different departments. Useful. #cmworld

@michelelinn

 

@lttlewys @SusynEliseDuris @HiPhaedra I’ve done a ton of ghost writing over the years (and still do) key=defining voice #cmworld

@SFerika

 

@CMIContent A9: More imagery/videos. Anything visual is more engaging and has been performing better socially #cmworld

@matthewnollman

 

Q9: Visuals tend to be most successful #CMWorld

@Cait_Waters

 

@CMIContent A9 : Business Domain, Interest, Target Audience, Hot & Trending Topics for create viral content #cmworld

@avadheshmahajan

 

@lttlewys @SFerika @HiPhaedra Indeed. #cmworld

@SusynEliseDuris

 

Love this strategy MT @BrennerMichael A9: I think a 2×4 works pretty well when trying to justify content marketing. Hit them with.. #cmworld

@tracibrowne

 

A9: We committed to sharing results every month, presented in infographic form and posted to our internal portal for all to see #cmworld

@BrennerMichael

 

@Erin_E_Palmer @tracibrowne Oh gosh…don’t get me started on memes. #cmworld

@sbrnalux

 

@BrennerMichael had you started with the 2×4 point we could have skipped the rest of the chat! #cmworld

@tracibrowne

 

A9- Hard data. X leads to Y leads to Profit or something there in. Business is business. #cmworld

@FiveMinPro

 

We do this! MT @BrennerMichael: A7: I’d like a #bigdata war room. We do this for the @UTsandiego http://bit.ly/1m3erRe #CMWorld

@anametrix

 

@SusynEliseDuris @SFerika @HiPhaedra Agree, it’s all about voice, it’s one of those things that either company loves or hates #CMWorld

@lttlewys

 

HA! MT @BrennerMichael A9: I think a 2×4 works pretty well when trying to justify content marketing. Hit them with hard/harsh truth #cmworld

@mikemyers614

 

#CMWorld so sorry I am late. Okay very late, hmmmm very very late. Any time for come quick quips!?!?

@businessgp

 

My #cmworld chat responses are boring but thoughtful A9) The Human Metric: A customers Smile

@Ramon_DeLeon

 

.A9: Present in person, with supporters from other divisions if pos don’t send a word doc via email #cmworld

@KDADouglas

 

A9: Justify why it’s a good idea first, then go into the how. Give them a reason to listen first. #cmworld

@corriescaggs

 

@CMIContent A9 as much as I don’t love PowerPoint, having a presentation deck+talking to teams is a good tactic #cmworld

@SFerika

 

A8: Small guy counsel on the Content Marketing ROI. Go with the 20/80 rule. Too much analysis limits creative time. #cmworld

@JohnRichardBell

 

@businessgp Hi Marc! You can wow us with Q10…up in 2 min. Glad to see you, even for a few minutes! #CMWorld

@CMIContent

 

A9 – As far as actual formats know your audience, just like learning people respond to different media. #cmworld

@FiveMinPro

 

Howdy to my #CMWorld friends! Forgot about the Twitter Chat! At least I get to pop in!

@heidicohen

 

@businessgp you have four minutes……aaaaaaaaaaaand GO! #cmworld

@FiveMinPro

 

@SFerika @lttlewys @HiPhaedra but not when I’m in house. I can help edit for sales, but their voice. Can be slippery slope. imo. #cmworld

@SusynEliseDuris

 

#CMWorld A9 A live demonstration of passion & importance that shows the real benefits always works a treat.

@businessgp

 

@businessgp Recap: analytics, tracking, peeking under skirts, 2x4s #cmworld

@HiPhaedra

 

A9 and never ever ever tell them your numbers went through the roof because you case study link was shared on #cmworld chat 😉

@tracibrowne

 

 

 

A9: Tell them a story and a random fact. Then a week later, ask them if they remember what you said. Point: Stories stick. #cmworld

@MichaelMooneyy

 

A8: #smallbiz needs many of same things: content owner, goals & metrics. REALLY important when have limited resources/budget. #CMWorld

@KyleAkerman

 

@lttlewys @SFerika @HiPhaedra That’s why I say case-by-case situation. #cmworld

@SusynEliseDuris

 

@Ramon_DeLeon Nothing boring about them – look at your audience here! #CMWorld

@CMIContent

 

/wave hi @heidicohen we missed you! #cmworld

@SFerika

 

“@FiveMinPro: @businessgp you have four minutes……aaaaaaaaaaaand GO! #cmworld” <- That’s not enough time to outdo the 5 Min Pro 😀

@businessgp

 

“@HiPhaedra: @businessgp Recap: analytics, tracking, peeking under skirts, 2x4s #cmworld” < – OMG I leave you all alone for 52 minutes!

@businessgp

 

AMEN –Agree you MUST create content that your target audience wants & needs to select your product @BrennerMichael #cmworld

@heidicohen

 

Hey someone just said that #CMWorld is trending #WayToGo

@BrennerMichael

 

@tracibrowne Ha – yes. #CMWorld

@CMIContent

 

Q10: When justifying content marketing, what is the best way to show quick wins when it may take 6-12 mo to see benefit? #CMWorld

 

@businessgp hahaha…today I’m sure it’s more than enough time I’m all over the place…hehehe Glad you made it though!! #cmworld

@FiveMinPro

 

A10: you can generate leads you would have never seen by targeting early stage visitors. Use cost per lead averages to quantify #cmworld

@BrennerMichael

 

A10: get quick wins with realistic short term objectives vs. the long term objectives of the overall program #cmworld

@angusmacaulay

 

@lttlewys @SusynEliseDuris @SFerika We go more with company voice vs SME voices. #cmworld

@HiPhaedra

 

@SusynEliseDuris @lttlewys @HiPhaedra I like to do a voice exercise for each byline I write for (see ex http://t.co/b5oubwPUdI) #cmworld

@SFerika

 

@BrennerMichael Not in #SF yet, but soon! If I know #CMWorld…

@SusynEliseDuris

 

You need content to draw prospects in while they’re in the research phase before you realize it! @mikemyers614 #cmworld

@heidicohen

 

#CMWorld A10 Show that planning makes it easier to operate, and that planned means better engagement for all.

@businessgp

 

A10: short term objectives might be simple site engagement. key is to get wins and keep internal momentum #cmworld

@angusmacaulay

 

@FiveMinPro why thank you #CMWorld

@businessgp

 

@CMIContent Till now as enterprise I loved the #content #strategy of Coca Cola! One of best Strategy! #cmworld

@avadheshmahajan

 

A10 A/B test brochure vs. video/podcast/blog/etc. and see what has more reach/reaction #cmworld

@tracibrowne

 

@heidicohen Hi Heidi! #CMWorld

@CMIContent

 

A9. Positive numbers- is your revamped blog driving more traffic? Is the new white paper keeping people on page longer? Quick wins #cmworld

@eccushing

 

A10: Leaving room for the audience to give feedback is sometimes a helpful way to measure success along the way. #cmworld

@corriescaggs

 

A10 – Expectations should be set so the metrics you show are relative to the time that has passed. Traffic, conversions etc. #cmworld

@FiveMinPro

 

@avadheshmahajan Absolutely! Always one of our favorites. #CMWorld

@CMIContent

 

@HiPhaedra @lttlewys @SusynEliseDuris I lean that way, but if you have a quirky founder, or a British ex-pat, voice may differ #cmworld

@SFerika

 

Agree stories are “Made to Stick” via the Heath brothers @MichaelMooneyy #cmworld

@heidicohen

 

@CMIContent A10: Test a few posts with different wording. The ones that foster the most engagement are your templates going forward #cmworld

@matthewnollman

 

@businessgp you bet! #cmworld

@FiveMinPro

 

@HiPhaedra @lttlewys @SFerika I missed something – Are you defining SME inside or outside company? #cmworld

@SusynEliseDuris

 

A10: Goals of #contentmarketing should be reach, engagement and conversion – at something like a 30/30/40 balance #cmworld

@BrennerMichael

 

@SFerika @SusynEliseDuris @lttlewys Yes! We have this for co voice. Also like to get SME voice in with specific word choices etc. #cmworld

@HiPhaedra

 

@CMIContent A10 showing your audience expansion through content that’s shared/engaged with? #cmworld

@SFerika

 

Did we miss your question in today’s chat? Tweet us now, and either @BrennerMichael or @CMIContent will respond! #CMWorld

@CMIContent

 

@SFerika @lttlewys @SusynEliseDuris Capture co voice first, then layer on SME voice #cmworld

@HiPhaedra

 

A10 you could also test sending people directly to landing page vs. sending to LP through CTA on good piece of content #cmworld

@tracibrowne

 

#CMWorld folk, would love your thoughts on this post – do you use Pinterest for your content marketing plan? http://kooz.ai/1fDubVH

@Koozai_Cat

 

@SusynEliseDuris @lttlewys @SFerika SME is inside. I am inside. We are all one. #cmworld

@HiPhaedra

 

A10: you can see how we do it at http://ow.ly/tw9Ac #cmworld

@BrennerMichael

 

#CMWorld A10 Fitting content around company plans & catering to audience needs = more bang for buck. Hit & hope v Plan to win.

@businessgp

 

@CMIContent @Ramon_DeLeon @BrennerMichael @JohnRichardBell Thanks to all of you for the content insight. Always a pleasure. #cmworld

@moveo

 

.@FiveMinPro Yep, so important to set realistic expectations from the outset #CMWorld

@KDADouglas

 

@matthewnollman @CMIContent showing how some posts succeed versus others is certainly a good early indicator of a successful plan. #cmworld

@FiveMinPro

 

Great #CMWorld chat today! Until next week- enjoy the rest of you day 🙂

@Cait_Waters

 

A10: Find out what interests your audience on a personal level (sports, music) and use examples from that space. They will relate. #cmworld

@mikemyers614

 

Thanks everyone! This was an amazing #tweetchat – what a crowd! Hope to see you all at #CMWorld

@BrennerMichael

 

LGreat #CMWorld chat today! Until next week- enjoy the rest of you day 🙂

@Cait_Waters

 

#CMWorld – @BrennerMichael will be part of our #contentTECH free virtual event on 2/26: http://vshow.on24.com/vshow/contenttech/registration/5170?partnerref=TW

@CMIContent

 

@CMIContent A.10 Outreach & Conversion! it’s only matrix to observe your content marketing strategy at any time span. #cmworld

@avadheshmahajan

 

Thank you @BrennerMichael for your great insights on the justifying the value of #contentmarketing. #cmworld

@CMIContent

 

Great #CMWorld chat today! Until next week- enjoy the rest of your day 🙂

@Cait_Waters

 

@BrennerMichael thank you for that awesome insight today. Looking forward to seeing more of you in the TwitterSphere! #cmworld

@matthewnollman

 

Thank you @cmicontent and @BrennerMichael and good night from rainy Slovenia (w/already 3 Olympic medals) 🙂 #cmworld

@NenadSenic

 

@BrennerMichael Thank you so much! I loved learning all the different perspectives. #cmworld

@corriescaggs

 

@KDADouglas exactly. Progress is certainly important but if the client expects immediate results you didn’t make the right pitch #cmworld

@FiveMinPro

 

@CMIContent @BrennerMichael Thanks for a great chat!! Love chatting #contentmarketing #CMWorld

@lttlewys

 

A10: Ask the team what they learned about the audience. #contentmarketing forces you to think about your brand from the buyer side. #cmworld

@MichaelMooneyy

 

#CMWorld early bird rates through 2/28! Join 2,500 attendees, 100+ speakers, and closing keynote @KevinSpacey! http://www.contentmarketingworld.com

@CMIContent

 

@HiPhaedra @SFerika @SusynEliseDuris Thanks for the chat!! Hope y’all have a great afternoon!! #CMWorld

@lttlewys

 

Thanks @cmicontent another great chat at #cmworld

@angusmacaulay

 

Thanks everyone…glad I was able to make my call short and jump on…thanks @BrennerMichael and @CMworld and @cmcphillips #cmworld

@tracibrowne

 

@FiveMinPro As always, a pleasure to spar with you!! #CMWorld

@lttlewys

 

@brennermichael thanks for a great #cmworld chat. Lot’s of good insights today!

@angusmacaulay

 

@HiPhaedra @lttlewys @SusynEliseDuris @cmcphillips thanks for the great #cmworld conversations today!

@SFerika

 

@Ramon_DeLeon Glad you were able to jump in today!! Have a great afternoon!! See ya soon!! @CMIContent #CMWorld

@lttlewys

 

Indeed, thank you @CMIContent @BrennerMichael for another great Twitter chat, already in the calendar for next week! #cmworld

@KDADouglas

 

@SFerika @HiPhaedra @lttlewys @SusynEliseDuris Thank you all! Great chat! #CMWorld

@CMIContent

 

nice MT @MichaelMooneyy A10: Ask the team what they learned about the audience. #contentmarketing forces you to think about… #cmworld

@tracibrowne

 

@KDADouglas Wonderful! Thanks, Katrina! #CMWorld

@CMIContent

 

@sierramodro Is that from lack of education or laziness, do u think? I see that a lot, too! #CMWorld

@lttlewys

 

@BrennerMichael @CMIContent Thanks for a great chat today! Such great perspectives and resources. #cmworld

@sbrnalux

 

Thanks all, great chat, as always! @BrennerMichael @CMIContent #cmworld

@mikemyers614

 

@CMIContent @BrennerMichael @lttlewys @SFerika @SueBrady @tracibrowne Great chatting! #cmworld

@MichaelMooneyy

 

@angusmacaulay Thanks, Angus! Great insights today, we really appreciate it! #cmworld

@CMIContent

 

@Erin_E_Palmer @Steph_Montreuil @atxcopywriter @pamelamuldoon @MichaelMooneyy thanks for the great conversations this morning! #cmworld

@SFerika

 

Thanks for a great chat @CMIContent 🙂 #CMWorld

@Steph_Montreuil

 

@SFerika Likewise! @Erin_E_Palmer @atxcopywriter @pamelamuldoon @MichaelMooneyy #CMWorld

@Steph_Montreuil

 

@MichaelMooneyy Was great to see ya!! #CMWorld

@lttlewys

 

@WhitepointMobi We JUST finished, but thanks! We’ll be sharing a transcript at http://www.contentmarketingworld.com/blog in a couple days! #CMWorld

@CMIContent

 

@Steph_Montreuil @SFerika @Erin_E_Palmer @atxcopywriter @pamelamuldoon @MichaelMooneyy Thanks, everyone! See you Tues or sooner! #cmworld

@CMIContent

 

A big thanks to #cmworld folks including @KDADouglas @corriescaggs @michelelinn @NHowellsFW @Casielee @kneerudge @FLIRTcomm @mikemyers614

@FiveMinPro

 

@lttlewys Thanks for always helping us grow our community – hey, you’re really good at that! #CMWorld

@CMIContent

 

@CMIContent Client only thinks that we just published its content to the multiple platforms. Just like data entry operator #cmworld

@avadheshmahajan

 

Mega #cmworld shoutout to @lttlewys & @tamarweiss for bringing the awesome debate about “Fluff” always love a great debate!

@FiveMinPro

 

@Steph_Montreuil Thank YOU! And thx for catching my Q2 glitch. 🙂 Multitasking at its worst. Busted! #CMWorld

@cmcphillips

 

@lttlewys Hi! Just saw this. How are you? It seemed like a good chat. I have to go back and review first half #cmworld

@KyleAkerman

 

@FiveMinPro @lttlewys @tamarweiss Awesome to watch! Lots of smart people and great things happening around here. #CMWorld

@CMIContent

 

@KyleAkerman It was an awesome chat!! @BrennerMichael is uberly brilliant and such a great guy!! #CMWorld

@lttlewys

 

@HiPhaedra @lttlewys @SFerika Who is SME? Sales? Product? #cmworld

@SusynEliseDuris

 

@CMIContent A quick & simple to see quick wins is to keep track of the Key Performance Indicators (i.e post shares, RTs, comments) #cmworld

@MissMerrii

 

@lttlewys @BrennerMichael “Uberly brilliant” Love it! #cmworld

@KyleAkerman

 

@CMIContent @SFerika @HiPhaedra @lttlewys Great chat! Have a great week!! #cmworld

@SusynEliseDuris

 

@KyleAkerman We’ll have the transcript up on the #CMWorld blog in a couple days, sorted by Q/A…save you some legwork.

@CMIContent

 

@MissMerrii Definitely! We’ve learned a lot about CMI’s audience based on that. #CMWorld

@CMIContent

 

@CMIContent A4, Outreach, Leads – Sales, Engagement. Track everything to justify content marketing & ROI #cmworld

@avadheshmahajan

 

@SusynEliseDuris Thanks, Susyn! You too! #CMWorld

@CMIContent

 

@CMIContent @cmcphillips @JoePulizzi @Robert_Rose Looks like I’ll be there to bug you guys at #cmworld. Very excited. http://t.co/6k9OVfCinf

@MichaelMooneyy

 

 



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