When Less is More: A #CMWorld Twitter Chat About Multi-Channel Marketing

DrewDavisfullPresent our content in the right channels at the right time with the right story is one of the aspects of content marketing planning that can be complex. To help, Andrew Davis (@tpldrew) joined Joe Pulizzzi for our most recent #CMWorld chat about multi-channel marketing. As you’ll see, there was a lot of emphasis on “less is more” when it comes to content marketing.

Join Andrew at Content Marketing World from September 9 – 12 in Cleveland, Ohio. He’ll be hosting the workshop, “How to Create Content that Builds a Powerful E-Mail Database” as well as speaking about “Bigger Success. Less Content. Across Multiple Platforms.”

Let’s get started! Q1: Andrew – your #CMWorld presentation is called Bigger Success. Less Content. How exactly does that work?

 

Brandscaping is a truly fantastic book. I share it in almost all my presentations. Great that @TPLDrew can be here. #cmworld

@JoePulizzi

 

@CMIContent A1 Your audience is inundated with 2 much content. Instead, create 1 piece of content a week they can’t ignore #CMworld

@TPLDrew

 

Brandscaping is one of my favorite biz books of all time…now just need a way to get a signed e-book! #cmworld

@tracibrowne

 

A1: Marketers think their biggest challenge is needing more content. That is never (ever) the case. #cmworld

@JoePulizzi

 

A1a Consider building a relationship with a valuable audience by owning 3 min of their day, once a week! #CMworld

@TPLDrew

 

High-quality + Frequently Delivered + Relevant = Valuable Content @TPLDrew

 

A1: I love it when we work with clients and propose fewer content initiatives, not more. #cmworld

@JoePulizzi

 

@tracibrowne You’re right. The more relevant you are to your audience the more valuable your content. #CMworld

@TPLDrew

 

@JoePulizzi Marketers don’t need more content or audiences don’t? #cmworld

@tmonhollon

 

@tracibrowne It’s incredibly hard for brands to focus on less, amazing content than more so-so content. #cmworld

@JoePulizzi

 

A1 agree that your audience needs epic, not just more content — what unique value can you offer them? #CMworld

@SFerika

 

@tmonhollon Well, in this case, marketers don’t need more content. Usually, marketers think more is the answer. #cmworld

@JoePulizzi

 

@tmonhollon Audiences and Marketers don’t need any more content. They need Valuable content! @JoePulizzi #CMworld

@TPLDrew

 

You’d think you’d hear a huge collective sigh of relief with solid advice like this #cmworld

@tracibrowne

 

@JoePulizzi I agree that quality trumps quantity. Think it’s also good to understand what your customer wants/needs! #cmworld

@tmonhollon

 

Totally agree! @JoePulizzi would you prefer a 100 rain drops or a class of water? Focus on what works and do it right. #cmworld

@MichaelMooneyy

 

@MichaelMooneyy Nice analogy… #cmworld

@JoePulizzi

 

Q2: Can you give me an example of someone who creates one piece of great content every week? #CMWorld

 

A2 @CMIContent Lay’s is doing a great job with their 75 + Sunny campaign: https://t.co/3ey0GqbhZg #CMWorld

@SarahVanElzen

 

Well, Red Bulletin is monthly…that’s a great example from @redbull. http://t.co/6NgKEzBIMn #cmworld

@JoePulizzi

 

Any good B2B examples for Q2? #cmworld

@tracibrowne

 

But that’s only 1 channel MT @JoePulizzi: Well, Red Bulletin is monthly…that’s a great example from @redbull. #cmworld

@NenadSenic

 

A2 Sure, How about FoldFactory? They create the #SuperCoolFoldofTheWeek video. Check out their 200 vids http://t.co/sd4FHAKjuM #CMworld

@TPLDrew

 

Q2: entertainment + timeliness = @Oreo #CMworld

@MichaelMooneyy

 

@NenadSenic Nope…tablet version (1), online version for PCs (2), Print version by geo (3) for Red Bulletin #cmworld

@JoePulizzi

 

@TPLDrew @joepulizzi What about where your customer is in buying journey? Quality is always key, but more quantity at some stages? #cmworld

@tmonhollon

 

@SarahVanElzen @FoldFactory is a B2B example actually… 🙂 #CMworld

@TPLDrew

 

Agree, Oreo does real-time and strategic so solidly. RT @MichaelMooneyy Q2: entertainment + timeliness = @Oreo #CMworld #cmworld

@tmonhollon

 

@JoePulizzi Yes, I had in mind also events, their social media, offline communication #cmworld

@NenadSenic

 

A2: I also like @OpenViewVenture ‘s weekly email wrap up for entrepreneurs looking for funding advice. #cmworld

@JoePulizzi

 

A2 @Warcraft gives fans meaty emails, blog posts and video content, choosing to space them out versus frequent fluffy updates #CMworld

@SFerika

 

Q3: How do you measure the success of one great piece of content per week? #CMWorld

 

A3: Measure subscriber behavior – what do subscribers do that are different than non-subscribers? #cmworld

@JoePulizzi

 

A3: Measure the success by the CTA views, lead generation or overall reach of the content #CMworld

@amywhiggins

 

@bestryniel @CMIContent The best way to measure your #ContentMarketing success is through subscriptions to your content. #CMworld

@TPLDrew

 

A3: Do subscribers buy more, more often, shorter sales cycles, share more? #cmworld

@JoePulizzi

 

@CMIContent #Q3 Comments, they’re the tip jar of the internet! 🙂 #CMWorld

@amaaanda

 

@joepulizzi Curious, what differ do you see from subscribers vs. non? #CMworld

@lttlewys

 

@JoePulizzi Fans, followers, friends, YouTube subscribers, e-mail subscribers = ROI for #ContentMarketing #CMworld

@TPLDrew

 

@CMIContent A3 Have a defined goal/metric/hypothesis and learn from it. Did this content lead to the desired/expected action? #cmworld

@njh287

 

@amaaanda I tend to feel comments are the bathroom stall of the internet…rarely is there much value there #cmworld

@tracibrowne

 

@lttlewys For @CMIContent, 90% of our revenue comes from subscribers…so we know subscribers are more apt to buy. #cmworld

@JoePulizzi

 

#ContentMarketing success = content builds relationships, relationships build trust, trust drives revenue. #Subscribe #CMworld

@TPLDrew

 

I’m curious too: @tmonhollon: @TPLDrew @JoePulizzi What abt where your customer is in buying journey? More quantity at some stages? #cmworld

@SarahSherik

 

@NenadSenic @CMIContent I’ll add re-tweets to that, since people leave comments in their tweets. :)#CMWorld

@amaaanda

 

Agree, but not always easy! @amywhiggins: A3: Measure the success by the CTA views, lead generation or overall reach of the content #cmworld

@tmonhollon

 

@lttlewys But find out what your “moneyball” number is for you. What’s the behavior difference? Takes months to track this. #cmworld

@JoePulizzi

 

@SarahSkerik Good question. RE: Buyer stages. I still think you don’t need more content u need better content. 🙂 #CMworld

@TPLDrew

 

A3: We ask, “Did it convince one person that you know exactly what they are thinking?” Advocates do your job for you. #CMWorld

@MichaelMooneyy

 

In many cases emails, phone calls are equivalent to comments left. @amaaanda @CMIContent #cmworld

@NenadSenic

 

@tracibrowne @amaaanda I think it depends on the community, some comments are still rich, some places, they’re not. #cmworld

@tmonhollon

 

A3 @JoePulizzi In social “subscribers” are more 90% more likely to back your brand http://t.co/qjvMubi7ct #CMWorld

@SarahVanElzen

 

@tmonhollon True! It’s not always easy. There is certainly an art and best practices with it #CMworld

@amywhiggins

 

@tracibrowne Depends how good your spam filter is and who your audience is I guess. General-interest blogs get lots of crap. #cmworld

@amaaanda

 

@joepulizzi Most people stop short with measuring, needs to be long term! #CMworld

@lttlewys

 

Click throughs don’t matter! Measure Opt-in rates. If you have a high unsubscribe rate your content sucks! #CMworld

@TPLDrew

 

@amywhiggins Do you have a platform you’re using to help with this attribution? Or mostly manual? #cmworld

@tmonhollon

 

@SarahSkerik Customers in diff sales cycle should get segmented content w/ specific objectives. Content leads to goal conversion. #cmworld

@njh287

 

@NenadSenic @CMIContent Even better! #CMWorld

@amaaanda

 

@cmicontent @njh287 learning from the outcomes is better than the actual ROI. Learn. Improve. Succeed #CMWorld

@amywhiggins

 

Q4: Where do you fall on the spectrum of less content vs. daily blog posts? #CMWorld

 

A4 – If you do a formatted daily blog post for a high-quality audience and they subscribe – I love it. #CMworld

@TPLDrew

 

@SarahSkerik We worked with HP on a print book specifically for prospects that had engaged in over 5 pieces of content. #cmworld

@JoePulizzi

 

Most branded content is awful – @JoePulizzi via @LinkedIn tells why http://t.co/5OwXpKJUPO #cmworld #contentmarketing

@neilglassman

 

a4 – Check out @MylesBristowe’s #TodaysMarketingCookie. That’s every day! http://t.co/2suPr801RW #CMworld

@TPLDrew

 

@tmonhollon I track with Omniture. Link tracking helps. I also look at the reach by combining the social shares (simply social) #CMWOrld

@amywhiggins

 

A4 @CMIContent Currently, we’re right in the middle, not daily but not weekly. Again, quality trumps quantity here I think! #cmworld

@tmonhollon

 

@CMIContent A4: The main goal is a good take-away. If you can do that daily, go for it! 🙂 #CMWorld

@amaaanda

 

a4 @Mylesbristowe has an ever-growing opt-in audience for his content! That’s ROI! #CMworld

@TPLDrew

 

A4: Has a lot to do with quality. If you can post quality content that resonates with your readers daily, more power to you. #CMworld

@ckilgs

 

A4: If you can develop amazing, daily content, then great. Test and measure. Sometimes 2x works…or weekly…or monthly. #cmworld

@JoePulizzi

 

@CMIContent A4 We say it all the time – Consistency trumps frequency. Deliver to the customer what they expect [and want]! #cmworld

@njh287

 

Yes. @tracibrowne @TPLDrew What you define as your conversion is what matters. An opt-in, a call, a form. What does the click get? #cmworld

@tmonhollon

 

#CMWorld – where one question = 36 smart answers. 🙂

@SarahSherik

 

@amaaanda Yes – we all agree on the “good” – it’s a matter of how often you can create it and make it work. #CMWorld

@CMIContent

 

A4: There is no silver bullet. From a frequency standpoint, we’ve seen all models work. Test and iterate. #cmworld

@JoePulizzi

 

@njh287 @SarahSkerik Agreed. The hard part is mapping the customer’s journey in a way content, marketing and sales can all follow #CMworld

@amywhiggins

 

A4. Not every post is equal. Can post frequently but differing levels of promo per post isn’t a bad thing depending on the content. #CMWorld

@dave_link

 

@dave_link Correct…posts have different goals. Sometimes sharing goal. Sometimes search goal. Sometimes promo goal. #cmworld

@JoePulizzi

 

@dave_link A4 that’s the problem with daily blogging – INCONSISTENT quality. I want a relationship with the content. #CMworld

@TPLDrew

 

A4: If your content is easy to digest, there is always room. #CMWorld

@MichaelMooneyy

 

A4 you should post to your blog as frequently as you have something interesting and valuable to share. #CMworld

@SFerika

 

@lttlewys @JoePulizzi And measuring data is meaningless if no action is taken based on the findings 🙂 #CMWorld

@KyleAkerman

 

Set an appointment and an expectation with your audience. Then deliver on it. That’s all there is to it. #CMworld

@TPLDrew

 

@SFerika As long as it’s consistent. Yes. #cmworld

@JoePulizzi

 

A4: Not sure if the amount matters – consitrate more on the focus and context of your content rather than the amount #CMworld

@amywhiggins

 

@dave_link Totally, but it takes a good piece of content to inspire the wrath of snotty-nosed commenters. Hmm.. or not.. #CMWorld

@amaaanda

 

A4 -Got this same? last week. Don’t force on daily posts. Do when you have something to say. #Content = conv, needs to be genuine. #cmworld

@SusynEliseDuris

 

@tpldrew Not all daily content is going to resonate, what about relationship with author, community, can u share w/ur audience? #CMworld

@lttlewys

 

@KyleAkerman Yes, what we want are certain behaviors. Remember, if you want Facebook likes, they have to like you to complain 😉 #cmworld

@JoePulizzi

 

A Facebook like is a tacit subscription to your content. #CMworld

@TPLDrew

 

@kyleakerman Yes, taking your data and doing something is important! Need to be fluid, changing, growing @JoePulizzi #CMworld

@lttlewys

 

@TPLDrew Agreed. Really depends on audience engagement and industry. Tech = more frequent change/updates than engineering. #CMWorld

@dave_link

 

@TPLDrew I love your “must-see TV” mentality. Brands would get so much farther if they thought about it like that. #cmworld

@JoePulizzi

 

Q5: How do you create a weekly content concept across multiple social channels? #CMWorld

 

A5: I love what @KellyServices does. Plan the story up front with multiple channels/personas in mind. Not after the fact. #cmworld

@JoePulizzi

 

A5 @CMIContent Start with content categories + annual editorial calendar. Create unique monthly calendars per channel to execute. #CMWorld

@SarahVanElzen

 

@JoePulizzi Now there’s an oxymoron 🙂 #CMWorld

@KyleAkerman

 

A5: Find out what each community/audience is looking for, what gets the attention, learn how the differ platforms work #CMworld

@lttlewys

 

@SarahVanElzen So true…if you are hunting for content the day before (w/o editorial calendar)…good luck then 😉 #cmworld

@JoePulizzi

 

@dave_link @amaaanda LOL. Sometimes I think if we do have trolls, at least that meant we struck a chord somewhere #CMWorld

@amywhiggins

 

A5 @CMIContent Weekly editorial meeting with my team to look at posts, premium content, and social posts to plan opps for all. #cmworld

@tmonhollon

 

A5 You have to attach a person to your content brands. On multiple channels. #CMworld

@TPLDrew

 

A5 what about content living on one platform but using different channels to link people to it? #cmworld

@tracibrowne

 

@amywhiggins @dave_link A badge of honor! Haha.. #CMWorld

@amaaanda

 

@lttlewys @JoePulizzi Yep! Still too much reporting just for the sake of reporting. #CMWorld

@KyleAkerman

 

A5, going across multiple channels, you need to keep the same brand essence. Consistency is key. #cmworld

@SusynEliseDuris

 

A5. Storylining + editorial calendars. Can us the same content across channels, just have to adapt to medium/audience. #CMWorld

@dave_link

 

@amywhiggins I am hoping too, it top of my list 😉 You? #CMworld

@lttlewys

 

A5 Good content is good content! Re-jigger/re-purpose across channels w/ different formats, insights, audiences, etc. #cmworld #Repurposing

@njh287

 

@TPLDrew Would you get rid of general branding and switch social personas to people? #cmworld

@JoePulizzi

 

@tracibrowne Don’t worry about the link so much. If you’re creating content on Tumblr or YouTube measure subscribers there. #CMworld

@TPLDrew

 

@KyleAkerman @lttlewys @JoePulizzi I always say “what you measure becomes your master” especially in content/social #cmworld

@tmonhollon

 

#cmworld A5 – Consider the purpose and audience of the channel and adjust the strategy accordingly. Do not copy the campaign across board

@Koozai_Cat

 

@kyleakerman To many people asking the wrong question, measuring the wrong data, just to look good @JoePulizzi #CMworld

@lttlewys

 

A5 Create a formatted piece of content for each persona on their social channels and build relationships there. #CMworld

@TPLDrew

 

@TPLDrew I see media companies now measuring their “social footprint” – subscribers (and crossover) on all social channels #cmworld

@JoePulizzi

 

@dave_link We love our editorial calendars! #CMWorld

@CMIContent

 

@JoePulizzi That’s a great way to measure aggregate audience. #CMworld

@TPLDrew

 

A5 Ask yourself if u could make a sale without ever coming to your website what would you do? #CMworld

@TPLDrew

 

@tracibrowne @amaaanda. Comments on my blog are better than tips — they’re moneymakers. Write back to the people who read you. #cmworld

@KatherineKotaw

 

@TPLDrew was thinking more about having the meat in 1 spot instead of posting the same thing multiple places (too hard to keep up) #cmworld

@tracibrowne

 

Yes! Critical part of weekly ed meeting for us. RT @CMIContent @dave_link We love our editorial calendars! #cmworld

@tmonhollon

 

@JoePulizzi @TPLDrew How do you do this when your audience is extremely segmented. #cmworld

@MichaelMooneyy

 

@joepulizzi @TPLDrew I have just started looking at that… intriguing to see who follows across multiple channels & content shared #CMworld

@lttlewys

 

@tracibrowne Agreed…it’s challenging. Just replicating across channels doesn’t work as well as telling the story differently #cmworld

@JoePulizzi

 

@KatherineKotaw @tracibrowne @amaaanda Yes – engagement and relationship building from comments is a great opportunity! #CMWorld

@CMIContent

 

Q6: What are some ways you have acquired more subscribers to your content? #CMWorld

 

@MichaelMooneyy Create content for each one of the segments. You’ll end up with more loyal higher-ticket sales. @JoePulizzi #CMworld

@TPLDrew

 

A6 Facebook Advertising is essential @CMIContent #CMWorld

@SarahVanElzen

 

A6: (Don’t throw things) – pop overs have worked best for us in gaining new email subscribers. #cmworld

@JoePulizzi

 

93% of your buyers will NEVER comment. Focus on the Influencers and Prosumers if you want to move the market. #CMworld

@TPLDrew

 

Q6: LinkedIn groups! #CMWorld

@MichaelMooneyy

 

A6: Building communities(develop conversation/relationships), using hashtags, guest posts & growing with audience. #CMworld

@lttlewys

 

A6 Keeping in mind career journey helps…content for someone new in role may be gr8 today but not two years from now #cmworld

@tracibrowne

 

A6 A clear call to action to Subscribe. Friday is Venn Day – get it every week. http://t.co/L9apZDuQI6 #CMworld

@TPLDrew

 

A6 @tmonhollon I have not tried LI ads but recommend them to B2B clients #CMWorld The entry fee is high. Not as affordable as #FacebookAds

@SarahVanElzen

 

@CMIContent Use of content w/ proof. Adding insight to others’ popular findings/posts; curating content around buzzing topic. #cmworld A6

@njh287

 

A6. Simply asking. More often than not it’s a simple prompt as long as the content is interesting + consistent. #CMWorld

@dave_link

 

Q6 LinkedIn company updates are getting a ton of reach for us; amazed at how it’s growing every month. #cmworld

@tmonhollon

 

A6: Most brands have horrible influencer programs. Every content strategy needs an influencer “hit list” #cmworld

@JoePulizzi

 

@CMIContent A6: I high-five other businesses as examples so I can tell them I wrote abt them. They share, like etc in return 🙂 #CMWOrld

@amaaanda

 

@SarahVanElzen @tmonhollon That’s true – but we’ve seen the return significantly higher. #CMWorld

@CMIContent

 

@SarahVanElzen Agreed, it’s a lot bigger investment. Facebook works great for us too for reach. #cmworld

@tmonhollon

 

@SarahVanElzen But it’s worth trying [start small] given high quality leads, CTRs, & conversion rates from LinkedIn ads. a6 #cmworld

@njh287

 

Influencers LEAD the market. Prosumers SEED the content. Consumers READ it. #CMworld

@TPLDrew

 

@joepulizzi Most brands are targeting the wrong “Influencers” *headdesk* #CMworld

@lttlewys

 

Return on what? Low CPC? Lower acquisition? @CMIContent @tmonhollon #CMWorld

@SarahVanElzen

 

@JoePulizzi So many brands have no idea who there influencers even are. #cmworld

@tracibrowne

 

A6 Blog series can work to garner subscribers – it lets them know what to expect in the near future. Not guaranteed but what is! #CMWorld

@Koozai_Cat

 

Here’s the Influence Pyramid – it might help. http://t.co/c4CD4GgYFV #CMworld

@TPLDrew

 

@JoePulizzi @TPLDrew This is why knowing your personas is so important for content marketing! #cmworld

@tmonhollon

 

Influencers LOVE when u cite them! MT @JoePulizzi: Most brands have bad influencer programs. Strategy needs influencer hit list #cmworld

@njh287

 

A6 Linked in company updates are getting more and more crowded and that could hurt response #CMWorld

@SueBrady

 

Want to build relationships with influencers. Take a content first approach to building a relationship with them! #CMworld

@TPLDrew

 

Good for reference:…36 Content Marketers Who Rock – Content Marketing World eBook #CMWorld http://t.co/9yuJBimBDb via @toprank

@philknope

 

Q7: For multi-channel marketing and repurposing, what frequency is best to create new content? #CMWorld

 

@CMIContent We’ve seen amazing results through email and weekends. Who knew? Less clutter. Same for Twitter. #cmworld

@JoePulizzi

 

A7 Think like a TV show. Is it a daily news show? Is it a weekly insight show? Is it monthly special? #CMworld

@TPLDrew

 

@SFerika @lttlewys @joepulizzi Tough balance; your influencers may not be your customers but speak to them. Need content for both! #cmworld

@tmonhollon

 

A7 @CMIContent Daily (Facebook, Twitter, LinkedIn) Weekly (Blogs, Videos, Emails) #CMWorld

@SarahVanElzen

 

Define a time in your audience’s life that you can own. I do inspiration over lunch Why? 64% of Americans eat lunch at their desk. #CMworld

@TPLDrew

 

@SarahVanElzen Although, our daily emails have higher open rates than our weekly ones. Hmmmm #cmworld

@JoePulizzi

 

Hint: Twitter is GR8 for LIVE events. (#inbound13 and #CMworld) you don’t need to be there every day. (seriously)

@TPLDrew

 

@CMIContent @TPLDrew We can learn a lot from looking at other media / storytelling formats. Great point! #cmworld

@tmonhollon

 

Is that because your audience is biz professionals? Consumers don’t want the hype @JoePulizzi #CMWorld

@SarahVanElzen

 

@CMIContent A7: Currently writing 4x per week on 4 diff topics that’ll be turned into 4 diff handbooks in 4 diff months. #CMWorld

@amaaanda

 

@JoePulizzi To me your weekly is a set of already seen in dailies My reason 🙂 @SarahVanElzen #cmworld

@NenadSenic

 

@tmonhollon You’re so right! I look at traditional media and port the learnings to the digital world. #CMworld

@TPLDrew

 

A7. Daily for high turnover channels like FB or Twitter. Less frequent for channels like email with high sensitivity to overpub. #CMWorld

@dave_link

 

@NenadSenic You are right…after #cmworld, we are going to change the format. I’ll need your feedback. #cmworld

@JoePulizzi

 

@TPLDrew But we’d LOVE to see them in person. 🙂 #CMWorld

@CMIContent

 

@NenadSenic I only subscribe to the weekly. #CMWorld

@SarahVanElzen

 

@tmonhollon Day-parting by medium can be helpful, too. Different segments interact on diff mediums in diff ways at diff times/days. #cmworld

@njh287

 

@njh287 YES! Micro-dayparting and media modality! Two keys to successful content delivery! #CMworld

@TPLDrew

 

@TPLDrew Yes! And other formats too. There is much storytelling in the world: movies, art, comics, broadcast, print… #cmworld

@tmonhollon

 

@SarahVanElzen Ha, you see, 2 people, 2 different reasons 🙂 #cmworld

@NenadSenic

 

That stat makes me sad. I like to get outside at lunch @TPLDrew #CMWorld

@SarahVanElzen

 

.@tmonhollon Understanding customer wants / needs is integral to initial CM strategy. Without this, what’s to market? @JoePulizzi #cmworld

@Tony_DWM

 

MT @njh287 @tmonhollon Day-parting by medium can be helpful. Diff segments interact on diff mediums in diff ways at diff times/days #cmworld

@tmonhollon

 

@njh287 Agree. A little more in depth to measure and see, but tools are getting better at helping us understand this I think. #cmworld

@tmonhollon

 

@SarahVanElzen Then you like how the French do it. Such a diff between lunchtime in London and Paris, f. ex. 🙂 @TPLDrew #cmworld

@NenadSenic

 

Q8: Do you think email newsletters are effective content marketing? #CMWorld

 

A8: YES!! #CMworld

@lttlewys

 

A8 No. Most e-mail newsletter’s suck! Stop sending that crap and start building a valuable subscriber base. #CMworld

@TPLDrew

 

A8: Email is not dead by any means. Have you seen how hard people work to get rid of that little mail number on their smartphones? #cmworld

@JoePulizzi

 

@Tony_DWM @JoePulizzi Agreed! I want a t-shirt says “you are not your customer” b/c it’s easy to assume everyone sees what you see #cmworld

@tmonhollon

 

A8 Yes and yes. Definitely. So far my experience, if done “right” #cmworld

@NenadSenic

 

@tmonhollon I like when videos (some) have a downloadable audio version & text transcript too…lets me decide how I want 2 consume #cmworld

@tracibrowne

 

@NenadSenic That’s funny! @SarahVanElzen #CMworld

@TPLDrew

 

@tpldrew Lol!! If it’s crap does it matter which format it goes out?? #CMworld

@lttlewys

 

@TPLDrew If done right, email is incredibly effective. But I agree, there are more bad than good. #cmworld

@JoePulizzi

 

@tmonhollon My order’s in the post 😉 @JoePulizzi #cmworld

@Tony_DWM

 

A8: I think Email is still a great push-tool. #CMWorld

@__ok_

 

@CMIContent Email is still king for attention. Less strategic potential w/ influencers spreading, but VERY measurable/fungible. #cmworld A8

@njh287

 

@tracibrowne Great insight. My team often debates this; even for us, there’s so much diversity in what/how/when ppl want content #cmworld

@tmonhollon

 

@JoePulizzi No one want’s your newsletter. They want to subscribe to valuable insight delivered on a consistent basis. #CMworld

@TPLDrew

 

@CMIContent A8: Despite what people say about hating them, they still generate more $$ than social media (for most). So, yes! #CMWorld

@amaaanda

 

A8 I love some of my email newsletters…mostly because if they didn’t land there I probably wouldn’t find them #cmworld

@tracibrowne

 

@dave_link See you there, Dave! #CMWorld

@KyleAkerman

 

Q8: Absolutely, it is an overview of your week/month. Plus, email ROI is second to none #CMWorld

@MichaelMooneyy

 

@amaaanda E-mail does. Newsletters don’t. 🙂 #CMworld

@TPLDrew

 

@TPLDrew Yes, via email 😉 #cmworld

@JoePulizzi

 

@tmonhollon obviously it’s not going to work for all video…but I’m a reader…I won’t watch a video…too slow #cmworld

@tracibrowne

 

@joepulizzi @TPLDrew I realize that was completely obvious… thanks for the points, tho!! #HappyDance #CMworld

@lttlewys

 

A8 Some email newsletters are great, the others I click unsubscribe…#CMWorld

@SueBrady

 

We used to do a monthly e-book called One Flight Insight for CMO’s who travel a ton. It was Awesome! #CMworld

@TPLDrew

 

A8 email newsletters have been a solid blog traffic driver for me #cmworld

@SFerika

 

@tracibrowne I also think about mobile consumption. I consume so much content on mobile; video doesn’t always work for me #cmworld

@tmonhollon

 

@SFerika But do you need blog traffic? My goal is to use e-mail to close business without ever linking to anything else. 🙂 #CMworld

@TPLDrew

 

@tmonhollon I love podcasts! Great for when I’m in the car…and they are perfect for subscription and regular delivery #cmworld

@tracibrowne

 

@tracibrowne I think podcasting is coming back for this very reason. #cmworld

@tmonhollon

 

@TPLDrew Love it! Many intimidate themselves that they need email ‘newsletter.’ Sharing ONE good content piece can be enough! A8 #cmworld

@njh287

 

@tmonhollon @tracibrowne I consume a ton of content via mobile, if your content isn’t adapted, I don’t go back! I want options, too #CMworld

@lttlewys

 

@tmonhollon Tiffany did you listen to the free chapter of my audiobook? #CMworld

@TPLDrew

 

Q8: Newsletters, like all content, must add value. If it sucks, your blog probably does too. #CMWorld

@MichaelMooneyy

 

@lttlewys @tmonhollon @tracibrowne Also a great opportunity for in-app content like this. I love the NPR app for this reason. #cmworld

@tmonhollon

 

A8 and speaking of email/newsletters I personally prefer the simple text ones…not a lot of pretty formatting #cmworld

@tracibrowne

 

@TPLDrew No, I’ll have to check that out! Link? #cmworld

@tmonhollon

 

Q9: What are some examples of good subscriber calls to action for content? #CMWorld

 

A9: Free content distributed on @SlideShare with the popup subscription in the embed. Love this tool. #cmworld

@JoePulizzi

 

A9 Look at what SayMedia asks you to do: “Friday is VENN DAY. Get it every week!” http://t.co/nN1h5sYjtO #CTA #CMworld

@TPLDrew

 

@tracibrowne Really? I love well-designed ones. They’re like mini mags. @the_cma has a beautiful one #cmworld

@NenadSenic

 

Great tactic. Like the idea of something useful, practical, simple and predictable. @JoePulizzi @SlideShare #cmworld

@tmonhollon

 

@NenadSenic True, but for calls to action emails, text only seems to work best. #cmworld

@JoePulizzi

 

A9 “Buy Now” 😉 #cmworld

@tracibrowne

 

A9 Look at what @Devinsupertramp does on YouTube. New video every Tuesday! (Sets an expectation for subscribe) #CMworld

@TPLDrew

 

Oh yeah. Forgot about that one! 🙂 RT @tracibrowne A9 “Buy Now” 😉 #cmworld #CMworld

@TPLDrew

 

A9: Look at how @CMIContent does this. Useful relevant content just needs: ’10 ways to improve your xyz’ and folks will download.#CMWorld

@SueBrady

 

@tmonhollon @JoePulizzi Have you found these convert well? I consume on SlideShare, but have NEVER subscribed. Best practice? A9 #cmworld

@njh287

 

@NenadSenic @tracibrowne I think by nature we like the well-designed ones, but from a time standpoint, I want the info quickly. #CMWorld

@cmcphillips

 

@JoePulizzi Interesting. Didn’t know that. Thanks #cmworld

@NenadSenic

 

Q9 – I love what @Hubspot and @Marketo do with their eBooks embedded in a post. Great segue and easy to access. #cmworld

@SusynEliseDuris

 

@njh287 It depends on the type of eBook, but yes, @slideshare is our second best subscription source. #cmworld

@JoePulizzi

 

@CMIContent I always do in-line, hand-written text ads / links. Love @wistia for their CTA capability in video embeds. #CMWorld

@amaaanda

 

Q9: Depends on your audience–some want next steps, some want to be courted #CMWorld

@MichaelMooneyy

 

@njh287 @JoePulizzi It’s manual to port the leads there over; have to look at type of content and then match to buyer intent #cmworld

@tmonhollon

 

@SueBrady lists are a cop-out (sorry @CMIContent) People don’t read lists they skim them. They’re disposable. #CMworld

@TPLDrew

 

Just goes to show, know your audience re: text vs. fancy-shmancy @CMIContent @NenadSenic @JoePulizzi #cmworld

@tracibrowne

 

@TPLDrew Lists are best for sharing… #cmworld

@JoePulizzi

 

@JoePulizzi Yeah, but to what end? I want quality (not quantity) of leads. #CMworld

@TPLDrew

 

@tracibrowne So true. Agency audience = Fancy. Marketer audience = Simple and Useful #cmworld

@JoePulizzi

 

@nenadsenic @JoePulizzi Words work best, but needs to appeal visually as well #CMworld

@lttlewys

 

@TPLDrew @CMIContent Maybe. It depends on what you need. If that list solves your immediate problem… #CMWorld

@SueBrady

 

I save all the relevant lists posts to my bookmarks to read later and then never refer to them again…out-of-sight-out-of-mind #cmworld

@tracibrowne

 

Q10: What are some key takeaways for less content for bigger success? #CMWorld

 

Q10 Set an expectation 4 the #content you will send. Stick to a tight format. Own a specific time and day. #Success #CMworld

@TPLDrew

 

@TPLDrew @SueBrady @CMIContent True, but people sure do love to share lists. #CMWorld

@amaaanda

 

@TPLDrew @SueBrady I like lists for validation and tips to improve what I am doing. I think they are definitely useful! #CMWorld

@cmcphillips

 

I also don’t think CTAs always have to be “Buy Now” – act. should be next logical step on buyer journey, if it is “buy now”, great. #cmworld

@SusynEliseDuris

 

@CMIContent IMO, I think there’s a lack of simple enticing CTA’s. Too many Buy Now or Contact; not Ask A ?, Request Sample, etc. #cmworld

@njh287

 

@joepulizzi @TPLDrew I’m torn on lists… think there is some value, not sure it’s good for content, great for resources #CMworld

@lttlewys

 

@TPLDrew So true…consistent delivery is the most broken of all content marketing rules. #cmworld

@JoePulizzi

 

@lttlewys When I write for @LinkedIn, they prefer no lists at all. Interesting. #cmworld

@JoePulizzi

 

@JoePulizzi I agree. Look at @GaryVee and the army of winelovers he built by delivering the same show every day! #CMworld

@TPLDrew

 

A10 I like @TPLDrew’s advice of “think big, start small” It’s fun to dream but then face reality of what is possible w/resource #cmworld

@tracibrowne

 

A10: Isn’t long form also about less but better. #CMWorld

@__ok_

 

@__ok_ Agreed…long-form online content is making a comeback. #cmworld

@JoePulizzi

 

@JoePulizzi I’m glad they don’t allow lists. #CMworld

@TPLDrew

 

@TPLDrew @GaryVee Agree! Not to mention nurturing relationships and building passionate advocates. #CMWorld

@cmcphillips

 

@joepulizzi I totally understand that, look at the audience on @LinkedIn! The want the meat, not the shorts of a list #CMworld

@lttlewys

 

Q10: Is the content going to drive business? Promote awareness? If not, ditch it! Bad content hurts! Don’t talk just to talk #CMWorld

@MichaelMooneyy

 

@JoePulizzi @__ok_ Long form content never went anywhere. 🙂 #CMworld

@TPLDrew

 

@CMIContent A10 Recycle! Turn videos into transcript posts, blogs into eBooks, books into blog posts. Turn 1 post into many things. #CMWorld

@amaaanda

 

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

@CMIContent

 

@JoePulizzi @__ok_ Thank goodness. I’m all BuzzFeed’d out! #CMWorld

@amaaanda

 

Special thanks to @TPLDrew for his insight on today’s tweetchat. Fantastic my friend. See you in 3 weeks at #cmworld

@JoePulizzi

 

A10 If you’ve rsch’d your aud and know what they like, only push out qual content and what they want. Less is usually more. #cmworld

@SusynEliseDuris

 

Great chatting with you all! Hope to meet some of you at #CMworld and connect about #contentmarketing more! #cmworld

@tmonhollon

 

@TPLDrew @JoePulizzi true but short is more frequent. I’ve seen some pretty cool examples of long form recently. Also on mobile. #cmworld

@__ok_

 

@tmonhollon @CMIContent Check out the SlideShare recaps from previous chats. http://t.co/gzxvUdNwVf #CMWorld

@KyleAkerman

 

More info on @TPLDrew: http://t.co/tNu8NlhrDM #CMWorld

@CMIContent