Moments of Inspiration: A #CMWorld Twitter Chat with Andrew Davis

DrewDavisfullWhile many marketers are striving for useful or entertaining content, what about inspirational content? During a recent #CMWord Twitter chat, Andrew Davis and our fabulous participants explained what inspirational content is, shared examples and offered ideas on how to get inspired.Β 

Want to get more inspiration from Andrew? Join him as he opens Content Marketing World with his keynote, Inspired Content: How Brilliant Storytellers Create a Sudden Urge to Act. Andrew is also instructing a workshop for content marketing agencies.

 

Q1: How do you define inspiring content as it relates to content marketing? Does it have a specific goal? #CMWorld

 

A1: All content should add value. If something inspires you it might inspire your audience too! #CMworld

@heyheyman

 

A1: Inspiring content is designed to send people on a journey to buy something they never expected. #CMWorld

@TPLDrew

 

@CMIContent a1: ideally it should spur action. whether that’s sharing, or even as simple as an emotion. #cmworld

@aarongottlieb

 

A1 I’m most affected by content that makes me say, “I never thought about it like that.” lasts longer in my mind #cmworld

@tracibrowne

 

@TPLDrew Might that be done with a story? #CMworld

@heyheyman

 

A1 Must be polarizing …must stir emotions – cause the reader to act! #cmworld

@aronlink

 

Inspiring content leaves your audience wanting more. Instead of leaving that browser tab open they take action. #cmworld

@carmenhill

 

Looking forward to checking out the chat. Lots of great folks here, I’m sure. #cmworld

@milenaregos

 

@aarongottlieb Perfect! I agree! Send them on a journey! #CMWorld

@TPLDrew

 

Q1: I don’t think I’ve ever gone for “inspiring.” Have just tried to create content people might find useful. #CMWorld

@billcush

 

@TPLDrew So we’re talking about inspiring ACTION, specifically? #cmworld

@lindadessau

 

A1: Your goal: Create Moments of Inspiration #MOI designed to trigger a journey. Sell audio gear? Inspire people to podcast. #CMWorld

@TPLDrew

 

@lindadessau Yeah. You want people to do something. πŸ™‚ #CMWorld

@TPLDrew

 

A1: Sell web design services? Inspire people to reevaluate their site. @Hubspot’s website grader – That creates a #MOI #CMWorld

@TPLDrew

 

True! β€œ@heyheyman: A1: All content should add value. If something inspires you it might inspire your audience too! #CMworld”

@GoGetterVette

 

@TPLDrew Hey, Drew! Been a while since #MarketingProfs webinar. Great book, Brandscaping, BTW… #cmworld

@kiporama

 

love that MT @TPLDrew Create Moments of Inspiration #MOI designed to trigger a journey. Sell audio gear? Inspire people to podcast. #CMWorld

@tracibrowne

 

@CMIContent Things @getLittleBird are awesome & busy! Can’t wait to introduce other birdies to #cmworld!

@carmenhill

 

You’re not selling a product or service. You’re selling a solution. You’re selling a lifestyle. #CMworld

@heyheyman

 

@HeyHeyMan Valuable content increases demand for the products and services you sell. #CMWorld

@TPLDrew

 

@nmillerbooks I love me some @bufferapp! #cmworld

@lindadessau

 

A1: Inspiring content should have an emotional connection to the reader/ consumer that drives them to take action. #CMWorld

@colinmhaas

 

Ha! That’s what we try to do. Inspire people to take action: from a Facebook like to a new experience, change of life. #cmworld

@milenaregos

 

A1: Inspiring content is anything that grips me enough to slow down amongst the hustle and bustle and simply read. πŸ™‚ #cmworld

@nmillerbooks

 

A1. It’s content that makes you think and make a change in process, buy, whatever. It goes beyond the simple CTA. #cmworld

@vegecomgirl

 

A1: By result, inspiring #contentmarketing makes your audience see you as more than a “cold caller” #CMWorld

@PatrickHayslett

 

@lindadessau @bufferapp Aw thanks, Linda! πŸ™‚ Great to see you here! #cmworld

@nmillerbooks

 

@nmillerbooks wow …traded horses for writing?! #cmworld

@aronlink

 

@VegeComGirl – Some of the best content has no CTA. There’s an implied action that sparks a new journey! #CMWorld

@TPLDrew

 

@nmillerbooks got the stickers yesterday – thank you! #cmworld

@JWLevitt

 

A1: I would define inspiring content in marketing context as getting someone to say, “Hey, I could do that!” #CMWorld

@billcush

 

@JWLevitt That’s awesome! πŸ™‚ Nice to see you here Jonathan! πŸ™‚ #cmworld

@nmillerbooks

 

A1. Inspiring is such a big word… Inspires someone to take some action I intend them to take, perhaps. #cmworld

@kiporama

 

@CMIContent @PatrickHayslett Sure. But think much bigger than that even. What if you could inspire a movement? #CMWorld

@TPLDrew

 

A1: Inspiring content solves a problem you didn’t know you had. #cmworld

@mikemyers614

 

#cmworld I’m a marketing/comms strategist & trainer to nonprofits, foundations & others who inspire. Chillin’ in San Francisco.

@girardinl

 

Inspiring content=Emotional connection+Relevance+CTA #cmworld

@milenaregos

 

@aronlink In a way! πŸ™‚ Started writing about horses long before I got one. πŸ™‚ #cmworld

@nmillerbooks

 

@mikemyers614 That’s a great way to look at it! #CMWorld

@CMIContent

 

@kiporama It could also inspire to take an action you don’t intend either, I would think. Totally unexpected on both sides #cmworld

@vegecomgirl

 

@TPLDrew @CMIContent Then I’d be able to charge $200 a month for a gym membership like CrossFit πŸ˜‰ #CMWorld

@PatrickHayslett

 

A1: Inspiring content gets a specific feeling from the audience and uses it to create a specific action relating to a goal. #CMWorld

@Erin_E_Palmer

 

A1. Yes, @milenaregos. I’m thinking @NancyDuarte here… #cmworld

@kiporama

 

Q2: Do you think inspiring content can/should be outsourced, or does it need to come from within? #CMWorld

 

@nmillerbooks @milenaregos that might be too simple. πŸ™‚ Think BIG! πŸ™‚ #CMWorld

@TPLDrew

 

@girardinl How’s SF been lately? πŸ™‚ Had the chance to visit for the first time a few weeks ago and loved it! #cmworld

@nmillerbooks

 

@kiporama @milenaregos Yes – you know we are big fans of @NancyDuarte! #CMWorld

@CMIContent

 

A2: It doesn’t matter who produces your content. As long as it’s focused on triggering the right journey. #CMWorld

@TPLDrew

 

@vegecomgirl #digitalserendipity! #cmworld

@kiporama

 

A1 Anything that inspires a change. Could be improved brand awareness or something more tangible like a purchase #cmworld

@webber_karen

 

Jumping in to #cmworld here and there while taking advantage of unseasonably mild Dallas weather. πŸ™‚

@joshmccormack

 

A2: A lot of good writers can capture the heart of your business, so to me it’s all about the author. πŸ™‚ #cmworld

@nmillerbooks

 

@CMIContent @milenaregos @NancyDuarte “You can change the world.” #digitalrockstar #cmworld

@kiporama

 

@joshmccormack Hi Josh #cmworld

@vegecomgirl

 

A2: Authentic content must come from within the organization. No agency can ever be as authentic and passionate as you can. #CMworld

@heyheyman

 

A2 I don’t think that in-house, outside makes a difference…if you have the resources use them, if not, find them #cmworld

@tracibrowne

 

@AmandaSubler @TPLDrew #agreed #cmworld

@aronlink

 

@joshmccormack Awesome! A gorgeous day here as well in Cleveland. #CMWorld

@CMIContent

 

@nmillerbooks Agree to disagree here. #CMworld

@heyheyman

 

@vegecomgirl Content adds humanity to marketing, automation and sales. #cmworld

@joshmccormack

 

A1 w/nonprofits, content that inspires is the focus. Not always understood that it shld inspire audiences to take action #cmworld

@girardinl

 

@heyheyman πŸ™‚ Totally cool. πŸ™‚ #cmworld

@nmillerbooks

 

@girardinl So true. Have you seen Caines Arcade? #CMWorld

@TPLDrew

 

You can outsource your content to the agency with the right attitude and understanding of your business. #cmworld

@milenaregos

 

@cmicontent #CMWorld A2: it’s definitely possible to outsource content! But it takes smarts to write it!

@sixswansstudios

 

@heyheyman @nmillerbooks We have had luck with both our own writers and contributors. Finding the right ones is key. #CMWorld

@CMIContent

 

A2. It certainly can. Whether curated or original, you can inspire just by sharing! It’s what happens after that notes inspiration #cmworld

@vegecomgirl

 

@sixswansstudios It doesn’t even have to be written. What if you made a 60 minute documentary? #CMWorld

@TPLDrew

 

@CMIContent A1)inspiring content connects to your audience bec it adds value &gives benefits that triggers them to love your brand #cmworld

@GoGetterVette

 

@TPLDrew @girardinl Caine’s Arcade is a fabulous anecdote! #cmworld

@kiporama

 

@CMIContent Outsourcing can provide new insight to a brand that often fuels new inspiration. #CMWorld

@daniellestein1

 

@TPLDrew While an implied CTA can be effective, why take a chance? Be explicit with your CTAs #cmworld

@heidicohen

 

Inspiration is leading without spelling it out. #cmworld

@joshmccormack

 

@CMIContent Not saying outside folks cannot contribute. But for core content? That can’t be outsourced. @nmillerbooks #CMworld

@heyheyman

 

A2 A good writer can draw out the inspiration from the in house staff and transmit that in the content #cmworld

@lindadessau

 

A2 Of course! Work with someone you can trust, who shows a credible track record & gets your business & objectives #cmworld

@webber_karen

 

A2: Content should be produced by whomever is closest (most passionate and knowledgeable) about the topic. Training irrelevant. #CMWorld

@PatrickHayslett

 

@nmillerbooks We’re deep into summer, which means we’re in deep with @KarlTheFog! #cmworld

@girardinl

 

A2: The source shouldn’t matter. What matters IMO is getting the reaction you want. If a video will do that, are you good at that? #cmworld

@mikemyers614

 

#cmworld inspiring content can be written by outsourced people if the briefing is right and clear

@micadam

 

Inspriring content = Legendary Marketing #cmworld

@milenaregos

 

@heyheyman @CMIContent Good distinction there! #cmworld

@nmillerbooks

 

@milenaregos I’m not so sure about that. #CMWorld

@TPLDrew

 

A1+2 – Inspiring content takes risks with how the story is told. Sometimes it takes an outsider to stand out, sometimes not #cmworld

@ZipTrigger

 

@heyheyman I’ve actually written for others, but I jumped in with both feet and made myself part of their team. #CMWorld

@cmcphillips

 

@CMIContent a2: I actually think it’s best to have a mix. You want the inside scoop, but also need the outsider POV. #cmworld

@aarongottlieb

 

A2: can’t agree @heyheyman – agencies with great writers can capture the passion and inspire, but they need input from the business #CMWorld

@SoutherlyComms

 

@TPLDrew really, how come? #cmworld

@milenaregos

 

A2: Inspiration comes from anywhere, so inspirational content can as well. But an in-house person can align it to the strategy. #CMWorld

@Erin_E_Palmer

 

Modify that to great content answers the questions, wants & needs you didn’t know to ask about cc @TPLDrew @mikemyers614 A1 #cmworld

@heidicohen

 

That’s key MT @cmcphillips: I’ve written for others, but I jumped in with both feet and made myself part of their team. #CMWorld

@lindadessau

 

@kiporama @TPLDrew Caine’s Arcade is fab example of a guy who’s great storyteller finding someone w/an inspiring story. #cmworld

@girardinl

 

@CMIContent A2)it can be so long as you hire wisely and train effectively.in outsourcing,checking back& monitoring of work are impt #cmworld

@GoGetterVette

 

Q1: Inspiring content could be developed in-house or outsourced. Just a matter of connecting the message to the audience #CMWorld

@billcush

 

@aarongottlieb @CMIContent I’ve always wondered about Steve Jobs’ whole “customer doesn’t even know what they want” philosophy #CMWorld

@PatrickHayslett

 

#cmworld inspiring content comes from passion within a person

@micadam

 

Amen! @CMIContent @colinmhaas: Inspiring content should have an emotional connection to the target that drives them to take action. #CMWorld

@ImpressionM

 

A1. Content in the context of the consumer is the price of admission to the stadium of the inspiring. #cmworld

@kiporama

 

@lindadessau I don’t do things halfway…from what I know of you, neither do you! #CMWorld

@cmcphillips

 

@milenaregos I wouldn’t say that Finding Nemo was marketing but it inspired people to buy millions of clownfish. πŸ˜‰ #CMWorld

@TPLDrew

 

A2: I think it can be outsourced, IF they know the message and voice of the brand well and can deliver it authentically. #CMWorld

@colinmhaas

 

+1 β€œ@milenaregos: Inspriring content = Legendary Marketing #cmworld”

@GoGetterVette

 

@cmcphillips Aww, thanks πŸ™‚ I like to think so! #cmworld

@lindadessau

 

@kiporama That’s so poetic, Kip! Nice imagery there too πŸ™‚ #cmworld

@vegecomgirl

 

@CMIContent it should come from whomever has the better understanding of the market. #CMWorld

@wilso411

 

You’re not selling a product or service. You’re selling a solution. NOT necessarily a lifestyle #CMworld @CMIContent @heyheyman

@heidicohen

 

A2: Keys to successful outsourced content: the right fit & a great brief. Agencies often bring fresh inspiration & skills. #cmworld

@carmenhill

 

Lots of successful people seem to disagree about in-house versus outside insight. Both seem right depending on situation. #CMWorld

@PatrickHayslett

 

@Erin_E_Palmer Or an in-house person can help the outsider align to the strategy with good setup, coaching, and editing. #cmworld

@billcush

 

@vegecomgirl Thx, Carmella! #cmworld

@kiporama

 

@PatrickHayslett We’d agree with that assessment! #CMWorld

@CMIContent

 

@heidicohen Ok ok! I can agree with that. πŸ™‚ @CMIContent #CMworld

@heyheyman

 

Be careful outsourcing. Content needs to begin or continue the conversation, so it can’t be anonymously inserted w/o follow up. #cmworld

@joshmccormack

 

Q3: Not feeling inspired? What can you do? How do you get started? As a consumer, what excites you? #CMWorld

 

@aronlink @TPLDrew so ultimately we had a marketing action at the end. The content was the journey that took them there. #legendary #cmworld

@milenaregos

 

Content strategy must be internal, not outsourced. Specific pieces of content can be outsourced. BIG difference @billcush #cmworld

@heidicohen

 

Agreed! MT @PatrickHayslett: … in-house versus outside insight. Both seem right depending on situation. #CMWorld

@billcush

 

Q2 Sories must come from within. Train people to tell their own stories or hire help if storytellers don’t have capacity #cmworld

@girardinl

 

A3: Need inspiration for your content? Watch TV! Nothing has fueled our consumer culture more than the content brands we love. #CMWorld

@TPLDrew

 

@heidicohen @TPLDrew If the content is helpful and relevant, so will the CTA. #cmworld

@joshmccormack

 

@billcush @Erin_E_Palmer #editing ..for who? what (device) …I dont think even editors are in touch (yet) #cmworld

@aronlink

 

@carmenhill and passion for the product, service or the company. #cmworld

@micadam

 

A3: Reading great, a hike outside, a trip to a bookstore… that’s usually my recipe for inspiration. πŸ™‚ #cmworld

@nmillerbooks

 

Glad @heyheyman’s post about this #CMWorld popped up right in time to jump in the convo, thanks Ben.

@daniellestein1

 

@girardinl They don’t always need to come from within either… Take a look at Fat Sick and Nearly Dead. πŸ™‚ #CMWorld

@TPLDrew

 

A3. Great visuals, peer reviews, personal/human experiences inspire me #cmworld

@vegecomgirl

 

A2 Agencies will never know your content better than you. Buyer beware. Need to monitor closely. #CMWorld

@Vruno

 

A3: Cliche, but as a consumer I get most excited about products and services that fit tribes I fit into and values I have #CMWorld

@PatrickHayslett

 

@TPLDrew Interesting! What has been your fave show you’ve learned from? #CMWorld

@CMIContent

 

A3: New ways of thinking, new perspectives always inspire me. #cmworld

@mikemyers614

 

A3 Inspiration comes from observing the world around you…where ever you might be #cmworld

@tracibrowne

 

Hey #ContentMarketers, I want you to think bigger. What if you made a 90-minute movie???? #CMWorld

@TPLDrew

 

@CMIContent @TPLDrew jumping in on this – Mad Mad and House of Cards are favs. #advertising #politics #cmworld

@milenaregos

 

A3. Things that cause me to think–or to think about something differently–most frequently inspires me as a consumer. #cmworld

@kiporama

 

A3: Need inspiration? Connect. Discuss. Rely on your community – no shame in curating/crowd sourcing ideas! #CMworld

@heyheyman

 

.@CMIContent A3: Twitter chats are a great way to get started! You can find great professionals/resources. #cmworld

@SocCommSU

 

A3 Read as much as you can & figure out what excites you. Get more brains involved: colleagues, customers. #cmworld

@webber_karen

 

@aronlink @Erin_E_Palmer As an old friend once told me…”If they’re [editors] not in touch, we better get ‘m in touch. #cmworld

@billcush

 

@CMIContent Wow, that’s a tough one. Maybe CBS Sunday Morning? #CMWorld

@TPLDrew

 

A3: Inspiration? Going for a walk, washing dishes . . . all my great ideas happen in the shower! #CMWorld

@sixswansstudios

 

In for a very short time and waving to @TPLDrew! #cmworld

@SusynEliseDuris

 

A3. If I’m stuck biz-wise, I look at what my fave brands are doing. Act as the consumer and then look at what my biz can do for me #cmworld

@vegecomgirl

 

Casual exerciser that doesn’t like meatheads? Planet Fitness gets you. What do you mean no deadlifts??!! Crossfit gets you. Tribes. #CMWorld

@PatrickHayslett

 

@SusynEliseDuris Waving back! πŸ™‚ #CMWorld

@TPLDrew

 

A3: Mad Men increased demand for Lucky Strike Cigarettes and Canadian Club Whiskey That’s a moment of inspiration #MOI. #CMWorld

@TPLDrew

 

@micadam Absolutely! That’s essential ingredient in right fit. #cmworld

@carmenhill

 

@CMIContent A3) take advantage when you’re inspired.list all topics.add “shares” in your mix.use google alerts for ideas #cmworld

@GoGetterVette

 

@billcush @Erin_E_Palmer ‘in touch’ might be wrong choice of words ..how bout: ‘Know-How’ #cmworld

@aronlink

 

#cmworld inspiration comes from keeping an open mind and seeing the opportunities.

@micadam

 

@SusynEliseDuris Welcome, Susyn! Great to see you! #CMWorld

@CMIContent

 

@sixswansstudios True for me as well – there’s something about flowing water for flowing ideas #cmworld

@lindadessau

 

I usually talk to my wife or daughter about a topic and see how they react or first thoughts are.. raw inspiration! #cmworld

@iSocialFanz

 

@TPLDrew Perhaps if you can’t make a 90 minute movie you don’t know your business/customers as well as you thought #cmworld

@tracibrowne

 

A3– Explore new environment, a new media platform, get on the ground level &dig for new insights & talk to new people. #CMWorld #inspoHunt

@daniellestein1

 

@tracibrowne Great point! #CMWorld

@TPLDrew

 

Jumping into #cmworld πŸ™‚

@athuface

 

@iSocialFanz Great idea! Kids have great ideas, and less of a filter. πŸ˜‰ #CMWorld

@CMIContent

 

@athuface Welcome! #CMWorld

@CMIContent

 

A3: I find inspiration by mixing my content intake: Reading a book/blog, listening to music, watching TV. Activate my senses. #CMWorld

@colinmhaas

 

+1β€œ@nmillerbooks: A3: Reading great, a hike outside, a trip to a bookstore… that’s usually my recipe for inspiration. πŸ™‚ #cmworld”

@GoGetterVette

 

To Inspire others in the digital medium, you must be on their device, way to/from work – be in their world. #cmworld

@aronlink

 

@GoGetterVette Thanks Rizzie! πŸ™‚ #cmworld

@nmillerbooks

 

If you want to inspire people to go on a journey, you’re going to have to get to know what motivates them. #CMWorld

@TPLDrew

 

@tracibrowne @TPLDrew Food for thought! #CMWorld

@CMIContent

 

A3: I’ve found new content inspiration – gasp – by unplugging from digital for a weekend. #CMWorld

@PatrickHayslett

 

@iSocialFanz Always good to do that. I run ideas by the husband all of the time. He’s my at-home tester…a lot #cmworld

@vegecomgirl

 

A3: Ask yourself: How can I increase demand for the entire market? (Not just my brand.) #CMWorld

@TPLDrew

 

A3. Reading as much as you can! #cmworld

@AmandaSubler

 

Jump in the Tahoe for a cool off and a yoga session usually does it for me. #workout #cmworld

@milenaregos

 

A3. For sparking creativity I find movie trailers to be a great source of inspiration. #cmworld

@kiporama

 

dipping into the #cmworld stream for the first time. Go gentle!

@dswiese

 

A3: Inspirational content increases demand for the products and services you sell. Create #MOI to drive #ROI #CMWorld

@TPLDrew

 

@PatrickHayslett Agree with that 100%! #CMWorld

@cmcphillips

 

@tracibrowne Yes! I love taking walks or riding my bike and observing everything around me. #Cmworld

@KyleAkerman

 

@dswiese Welcome to the chat!! Thanks for stopping in! #CMWorld

@TPLDrew

 

@heyheyman do a survey of what they want to hear from you.great idea! #cmworld

@GoGetterVette

 

@kiporama Oh that’s a great one Kip! They’re always a great study in so many areas. πŸ™‚ #cmworld

@nmillerbooks

 

A3. For inspiration I read, go for a walk, go to the museum, meet up with people whose brain lights me up… #cmworld

@carmenhill

 

@aronlink @billcush I know what you mean. I’m an editor & our whole team uses content marketing. But many companies aren’t as lucky #CMWorld

@Erin_E_Palmer

 

@GoGetterVette @heyheyman The best content is the content your audience doesn’t know they need. #CMWorld

@TPLDrew

 

Q1: Enable to create content. Put the power in their hands. #CMWorld

@athuface

 

@TPLDrew Yes, and/or what their pain points are, what frustrates them (and fix it). #cmworld

@mikemyers614

 

@KyleAkerman @tracibrowne We also loved the idea a few weeks ago of taking photos everywhere for your own stock photo gallery! #CMWorld

@CMIContent

 

@kiporama This is my go to with creative blocks. #CMWorld

@daniellestein1

 

Old #TedTalks are great for inspiration on topics and ideas as the talk might be old but usually logic is spot on! #cmworld

@iSocialFanz

 

A3 If you’re not inspired, you’re probably talking abt yrself/yr biz too much! Talk to other people, ask them questions. #cmworld

@girardinl

 

@cmcphillips Yes, hard to inspire the world when you sequester yourself from it! #CMWorld

@PatrickHayslett

 

@dswiese Welcome, Sean! #CMWorld

@CMIContent

 

Q4: Can you be inspiring with just one piece of content, or does it need to be a series? #CMWorld

 

@GoGetterVette @heyheyman You don’t even have to fix it (to be honest.) #CMWorld

@TPLDrew

 

@TPLDrew Yes – but getting user-feedback on what problems they are having a difficult time solving helps sometimes. @GoGetterVette #CMworld

@heyheyman

 

@daniellestein1 Excellent! #cmworld

@kiporama

 

@milenaregos Sounds wonderful! #CMWorld

@CMIContent

 

inspiration? Strongly suggest The Pocket Muse bks I/II. And “Paper” app. My first go to sources. Saved me when I wrote screenplays. #cmworld

@SusynEliseDuris

 

@CMIContent @KyleAkerman I got a whole bunch of interesting photos last week! #cmworld

@tracibrowne

 

For content inspiration I have imaginary conversations with specific prospective clients #cmworld

@lindadessau

 

A4: Finding Nemo sent millions of parents to the pet store to buy clownfish. #CMWorld I call this “Cornerstone Content”

@TPLDrew

 

A4: Other brands create inspirational moments every week! Check out @foldingFanatic http://youtu.be/VFTFwvisEJg #CMWorld

@TPLDrew

 

A2: There’s nothing wrong with a healthy mix of curated content and original content. What matters is if it’s relevant. #CMWorld

@athuface

 

@TPLDrew Find products for your customers, not customers for your products. @GoGetterVette #CMworld

@heyheyman

 

A3: I prefer a bike ride, walk by Lake Erie, or perusing my backlog of magazines! #CMWorld

@cmcphillips

 

@heyheyman That’s a good one! @GoGetterVette #CMWorld

@TPLDrew

 

A4: You need to create one good piece. But it will take time to figure that one out. #cmworld

@milenaregos

 

@Erin_E_Palmer @billcush could say ‘luck’ …I think it’s more ‘foresight.’ #cmworld

@aronlink

 

A4 you can be inspiring, but one flash of inspiration doesn’t build a relationship… #cmworld

@webber_karen

 

@TPLDrew That Seth Godin… πŸ™‚ @GoGetterVette #CMworld

@heyheyman

 

@colinmhaas Yup, sometimes all I need is to go on a quick walk and inspiration returns! #cmworld

@girardinl

 

@CMIContent one piece is ideal but if each piece of the series is useful, that works too! #CMWorld

@AshleyOakes

 

A3. I also find perusing @Bookbub’s ebook sales a great place to go for inexpensive inspiration. #cmworld

@kiporama

 

A3: I’m a talker, so a good conversation is always a great starting point for inspiration. Enthusiasm is contagious! #CMWorld

@Erin_E_Palmer

 

A4: Inspiration is not a one-time deal. It is an on-going, authentic way of life. Own it. Live it! #CMworld

@heyheyman

 

A4: @Playing4Change created an hour-long documentary that has inspired millions of people to donate to a good cause. #CMWorld

@TPLDrew

 

A4 Inspiring people is only half the battle…keeping them inspired is key…so I’d say one piece often not enough #cmworld

@tracibrowne

 

A3: For inspiration..two things: reading books (uninterrupted for at least an hour) AND long runs. #CMWorld

@billcush

 

@AshleyOakes What is your experience with this? #CMWorld

@CMIContent

 

A4. Either or. 1 piece in a series can inspire. It’s an art collections. There’s a “crowning glory” that even inspired the artist #cmworld

@vegecomgirl

 

@girardinl agree! Love a good walk and fresh air! #cmworld

@colinmhaas

 

A3: Take a step back & try something completely new. It’ll clear your mind & give you a fresh perspective. I’m taking up Zumba πŸ™‚ #CMWorld

@athuface

 

A4: One piece should hook enough to establish a relationship and trust between reader and author. #cmworld

@nmillerbooks

 

@CMIContent I’ve seen one that can inspire all by itself.but it wouldn’t hurt to do a series to take advantage of the momentum #cmworld

@GoGetterVette

 

A3 If you’re at work, listen to an audible book, a stand-up comic routine, movie trailer or TedTalks Something with new perspective #CMWorld

@daniellestein1

 

@CMIContent A4: Great marketers make an impact with one piece of content. It’s how they use additional content that builds rapport. #CMWorld

@wilso411

 

A4: Sometimes (like @Playing4Change) it takes both – a big piece of content and years of regularly scheduled (related) content! #CMWorld

@TPLDrew

 

A4: single or series, its the passion behind the ideas that inspire me. Learn the story behind the ‘thing’ #cmworld

@dswiese

 

Okay people, that’s enough – slow down your brilliance, please! #cmworld

@lindadessau

 

A4 – You can inspire with one piece of content. But you really need to laser-focus in on what your audience wants to do so. #cmworld

@SusynEliseDuris

 

It used to be called blogging #cmworld

@BjornSennbrink

 

A4. One piece can inspire a collection. A collection can inspire en masse. There’s a point that touches someone in a special way #cmworld

@vegecomgirl

 

Q4: One piece can do it. Couldn’t we find several examples of “one piece” of content that inspired consistently over time? #CMWorld

@billcush

 

#cmworld there must be a mix of content to keep all your followers ‘entertained’

@micadam

 

@daniellestein1 Good one! TED talks can really jolt you out of a creative dry spell. πŸ™‚ #cmworld

@nmillerbooks

 

A4. The “holy grail” is to consistently produce (whether a single execution or series) inspiring content. Process, anyone? #cmworld

@kiporama

 

@aronlink @billcush True. I’m often surprised at how many companies are uninformed about content marketing yet use a ton of content #CMWorld

@Erin_E_Palmer

 

Great feedback from #CMWorld ..sorry but not sorry for flooding your timelines with RTs. #contentmarketing

@Elle_Speaks

 

Create one piece that wows. Repeat. Tell a story. But you need to start with one piece. #cmworld

@milenaregos

 

A4: One piece of content can drive a transaction. A series drives lifetime value. #CMWorld

@PatrickHayslett

 

A4: A series is fine, as long as it’s short and doesn’t become routine/monotonous. Think mini-series, not Friends πŸ™‚ #CMWorld

@athuface

 

@Elle_Speaks Thanks, Latoya! #CMWorld

@CMIContent

 

A4 The trick with the long term is keeping the passion alive…like any relationship really #cmworld

@tracibrowne

 

I am never satisfied or happy with just 1 of anything.. from donuts to coffee to beers.. so its no different with content! #CMworld

@iSocialFanz

 

@cmcphillips Magazines are great for inspiring headlines. #CMWorld

@KyleAkerman

 

Q4: “Four score and seven years ago, our forefathers….” comes to mind… #cmworld

@billcush

 

A4: Often the mantle piece of a series is the memorable portion but the smaller components keep consumers interest and loyalty. #CMWorld

@daniellestein1

 

+1 // MT @colinmhaas: Inspiring content should have an emotional connection to the reader/consumer that drives them to take action. #CMWorld

@marc_thaler

 

.@CMIContent A series can become annoying and tiresome to an audience. Try and avoid redundancy at all costs. #cmworld

@SocCommSU

 

A4: One piece of #content can create inspiration, but a consistent collection can build a #brand. #cmworld

@mikemyers614

 

A4 The smallest thing can be an inspiration. If you’re only looking for grand stories, you’re missing many opportunities. #cmworld

@SJAbbott

 

@CMIContent I save brand blogs/posts/quotes I like in @pocket and look back to them if I need inspiration before I start writing #cmworld

@mollybuccini

 

@iSocialFanz Especially donuts. #cmworld

@nmillerbooks

 

Yep @TPLDrew – content brilliance doesn’t happen overnight. There a lot of misses before you get hits. Both an art and science. #cmworld

@SusynEliseDuris

 

A4: I think you can, but it depends on the length and type of content. Really comes down to the tribe you are trying to activate. #CMWorld

@colinmhaas

 

@mikemyers614 Love the clarity there! So true! #cmworld

@nmillerbooks

 

@CMIContent a4: one-offs can certainly carry the load. just look at Nike’s Derek Jeter #Re2pect ad. #cmworld

@aarongottlieb

 

A4: A great piece can stand alone, but it should still complement surrounding content. #CMWorld

@Erin_E_Palmer

 

Friends inspired a generation of women to change their hairstyles. Series work. #CMWorld

@TPLDrew

 

@iSocialFanz Great analogy! Great content is the @LAYS of the marketing world. #cmworld

@CMIContent

 

A4 If you want to see a lion, they aint coming to you – you gotta go to the jungle! …go to your audience and they will engage! #cmworld

@aronlink

 

@carmenhill @TPLDrew In grassroots politics/advocacy that’s same idea as movement building vs campaigning. #cmworld

@girardinl

 

@KyleAkerman there’s one park I go to that my brain shuts down completely it’s so beautiful…all I can do is absorb the environment #cmworld

@tracibrowne

 

+1000 β€œ@webber_karen: A4 you can be inspiring, but one flash of inspiration doesn’t build a relationship… #cmworld”

@GoGetterVette

 

Q5: Does your inspiring content always have to have a direct relationship to your product or service? #CMWorld

 

@PatrickHayslett I’m a big fan of outside help, but it has to be a long, close relationship. #cmworld

@joshmccormack

 

A4 Speak to real people that you KNOW are listening and they will respond #cmworld

@aronlink

 

Also need emotional and social IQ to tell when a particular series of content has finally gone stale. #CMWorld

@PatrickHayslett

 

@GoGetterVette @webber_karen It sparks a journey that ends in a relationship. Fostering the relationship is the next step. #CMWorld

@TPLDrew

 

A4: Anyone can share inspiring content – it’s the continuity in sharing informative/inspiring content that makes u an influencer #CMworld

@ZenYinger

 

@PatrickHayslett Have you had success doing this? #CMWorld

@CMIContent

 

A5 Most important is that it has a direct relationship/relevance to the reader and what’s important to them #cmworld

@lindadessau

 

This –> β€œ@mikemyers614: A4: One piece of #content can create inspiration, but a consistent collection can build a #brand. #cmworld”

@GoGetterVette

 

If a great piece can’t be built to evolve with the brand than it may not be so spectacular. #standalone #CMWorld

@daniellestein1

 

@CMIContent A5: There should be some sort of tie-in as to why certain content makes sense for your brand & goals. #cmworld

@aarongottlieb

 

A5: Some of the most effective #contentmarketing doesn’t have anything to do with your product/service, by design. #cmworld

@mikemyers614

 

@CMIContent I’m sorry, which “which” are we talking about? Fast moving chat lol but happy to share πŸ™‚ #CMWorld

@PatrickHayslett

 

#CMworld A4 a piece of content is good enough but if you want them to keep coming back, you definitely need a series!

@avik_munshi

 

@aarongottlieb Everyone’s goal is to increase demand for the products and services in your market. Isn’t it? #CMWorld

@TPLDrew

 

@aarongottlieb Great point, Aaron. Have you had experience here? #CMWorld

@CMIContent

 

Our content at Buffer ties into our company values, but not always our product. πŸ™‚ #cmworld

@nmillerbooks

 

A5 – Has to have a connection so you stay on brand and on message. Always. #cmworld

@SusynEliseDuris

 

A5 I’m wishy-washy on this some days…being helpful can be a thankless exhausting business…thus need to be inspiring I guess #cmworld

@tracibrowne

 

Messaging often requires long term convincing. The skeptical don’t become converts from one pamphlet. #cmworld

@joshmccormack

 

@CMIContent A4 one can motivate with a single letter also…word or paragraph is damn big thing to inspire #cmworld

@ankit1989

 

A5: No. In fact, you want to serve the audience first: What would inspire a whole new set of customers to buy what we sell? #CMWorld

@TPLDrew

 

@mikemyers614 I agree with that – it’s just making your brand memorable so they recall both the message and you. #CMWorld

@cmcphillips

 

A5. No. It may stretch awareness of your brand, but it could spark ideas for others in ways never thought or seen #cmworld

@vegecomgirl

 

A5 – Content should always be about your customers, not your product. @CocaCola does a great job of this #cmworld

@ZipTrigger

 

A5: Is Finding Nemo directly related to buying a pet fish? Nope. It inspired millions of kids to ask for one. That’s a #MOI #CMWorld

@TPLDrew

 

A5: Content should be related to your business; in the noise of social media, people need to know your speciality #CMWorld

@KarenHenryIE

 

#CMworld A5 No! Blog doesn’t actually sell, it’s just market presence so just talk about something that’s relevant to your target audience!

@avik_munshi

 

@CMIContent @TPLDrew A5:No, but indirect campaigning should be supported with lead nurturing and a customer qualification strategy #cmworld

@wilso411

 

Moments of inspiration lead to Return on Investment. (MOI > ROI ) #CMWorld

@TPLDrew

 

@cmcphillips Xactly. You guys know a thing our two about that @CMIContent πŸ™‚ #cmworld

@mikemyers614

 

A5: Content, The Heart and Soul of Your Online Brand http://bit.ly/sbYc43 v @jeffbullas #SMM #SocialMedia #ContentMarketing #cmworld

@ZenYinger

 

@CMIContent It definitely needs to be relevant to your product or service. Great question πŸ™‚ #CMWorld

@LeadForensics

 

@nmillerbooks culture > everything else #cmworld

@vincenzolandino

 

A5: Inspiring content doesn’t have to have a DIRECT connection to product/service, but it should share the same heartbeat. #cmworld

@carmenhill

 

A5: Content may not directly sell a product/service, it can convey the value system of the brand; ie: Anheuser Busch Super Bowl ads #CMWorld

@pamelamuldoon

 

A5: Content should prioritize the consumer’s and highlight individuals emotional needs before the product is emphasized. #CMWorld

@daniellestein1

 

@LeadForensics Some of our chat friends disagree slightly! #CMWorld

@CMIContent

 

@wilso411 Sure. Moments of Inspiration lead to a journey which results in a lead. (I’m focusing on the beginning of the journey.) #CMWorld

@TPLDrew

 

@CMIContent I think so.writers should be able to add humor or try differnt tactics of presentation while still “talking” as brand #cmworld

@GoGetterVette

 

A5 If content has to be far removed, I’d question relevance of product/service to audience #cmworld

@webber_karen

 

A5. No. Market when you market, inspire when you inspire. #CMWorld

@athuface

 

A5: Your inspiring content should always have relevance to your community. It should NOT always relate to your prod/service. #CMworld

@heyheyman

 

A5: At first inspiring content should be geared toward becoming “one of us” to your audience. Then it can be more direct. #CMWorld

@PatrickHayslett

 

@CMIContent sure. @ 1st job (talent agency for broadcasters), started blog series of how-to’s, etc for potential clients. #cmworld

@aarongottlieb

 

@webber_karen It doesn’t have to be “far removed.” It’s the beginning of the journey. #CMWorld

@TPLDrew

 

A5: For inspiring content, doesn’t have to be about brand but should hit on topic your audience cares about – adjacent topics r OK! #cmworld

@RtMixMktg

 

A5: I haven’t tried Chipotle yet, but want to based off the “Scarecrow” video content. #CMWorld.

@colinmhaas

 

@carmenhill That’s a great one, Carmen! Thanks! #CMWorld

@CMIContent

 

Content should address pain points of audience but not focus on product all the time. #cmworld

@milenaregos

 

A5: People are starting to flock to Norway due to the success of #Frozen. Content consumers will take indirect inspiration. #CMWorld

@Erin_E_Palmer

 

A5. Brands need to attract attention. Think different& provide value That starts by thinking outside the box for inspiration!#cmworld

@iSocialFanz

 

@TPLDrew It’s only content marketing if Disney/Pixar had a stake in fish sales. Opportunistic marketing isn’t the same thing. #cmworld

@SJAbbott

 

A5 The thread may be thin, but there should always be a connection. Even if not obvious to those consuming the content #cmworld

@girardinl

 

If you want to sell more accounting software. Convince more people to start a business. That’s inspiration! #CMWorld

@TPLDrew

 

@colinmhaas You’ve never had @ChipotleTweets? Wow! The Scarecrow was great content marketing! #CMWorld

@CMIContent

 

A5: nope, not at all. Great content can tell a 360 degree story pegged on brand values. Classic example Benetton’s Colors mag #CMWorld

@SoutherlyComms

 

A5. Too often we content marketers forget the time-tested marketing concept of #borrowedinterest. #cmworld

@kiporama

 

@Erin_E_Palmer I wanted to go to Norway after the 1992 Olympics! “Let It Go” has killed that dream. Ok not really, but I’m old. #cmworld

@vegecomgirl

 

Q6: What are some examples of inspiring content marketing or marketing campaigns that have generated great results? #CMWorld

 

Although I’m not contributing, I’m looking in on the #CMWorld Twitter chat. There is a rich discussion going on. Love it!

@devonna_j

 

A6: IBM’s Watson and the Jeopardy Challenge is one of the best B2B examples of audacious content that created an #MOI. #CMWorld

@TPLDrew

 

@TPLDrew great point #cmworld

@micadam

 

A6: @sweetgreen doesn’t sell you a salad. They inspire you to live a healthy, happy lifestyle. #CMworld

@heyheyman

 

@kiporama You may have just created a #cmworld topic, Kip πŸ™‚ #cmworld

@vegecomgirl

 

A6: @IBMWatson inspired C-Level executives to re-consider IBM for their most difficult tech challenges. #CMWorld

@TPLDrew

 

A6: @FoldingFanatic inspires designers to think about print design in new ways. Which leads them to need her product! #CMWorld

@TPLDrew

 

A6: @Panacea81 Inspires teen girls to try new looks – which means they buy make-up (including hers.) http://youtu.be/0ei71eRzTsM #CMWorld

@TPLDrew

 

A6 I think home depot does a great job…inspiring you to fix up your lawn and garden #cmworld

@tracibrowne

 

RTβ€œ@CMIContent:Q6: What are some examples of inspiring content marketing or marketing campaigns that have generated great results? #CMWorld”

@GoGetterVette

 

@tracibrowne Any DIY show! πŸ™‚ #CMWorld

@TPLDrew

 

@TPLDrew @Panacea81 This is a great example we have featured on our @Facebook page before! #CMWorld

@CMIContent

 

@CMIContent @tpldrew A6: This sums it up. #CMWorld http://t.co/jPQhhcnKRK

@wilso411

 

@tracibrowne Agree – great example. #cmworld

@CMIContent

 

.@CMIContent It may be old news, but Oreo’s Super Bowl “Dunk in the Dark” content is an all-time great, #cmworld

@SocCommSU

 

@daniellestein1 Thanks! Just watched it again with my little sister this weekend, so it (and “Let It Go”) are in my head. #CMWorld

@Erin_E_Palmer

 

A6: Referring back to my A5, Chipotle’s Scarecrow and Nike’s #makeitcount are two that come to mind instantly. #CMWorld

@colinmhaas

 

A6. @JayBaer says McDonalds Canada’s “Our Food, Your Questions” campaign is up there http://qub.me/A0EHH3 #cmworld

@kiporama

 

A6: Biggest Loser. They make a fortune on their products and affiliates while genuinely inspiring & helping others. #CMWorld

@PatrickHayslett

 

A6: Check out http://qub.me/CCIOkL by @Shoplocket They’re inspiring people to create their own products. #CMWorld

@TPLDrew

 

@PatrickHayslett Biggest Loser! YES!!! Exactly! #CMWorld

@TPLDrew

 

@vegecomgirl HAHAHA! I’m not going to lie, I love that song. Even after the billionth time. *hangs head in shame* #CMWorld

@Erin_E_Palmer

 

A6. I think @ChipotleTweets inspired some folks to rethink food with The Scarecrow video & game app. #cmworld

@vegecomgirl

 

#firstworldproblems hashtag campaign contributing money to water in Africa. Well played. http://qub.me/svoo0Q #cmworld

@milenaregos

 

@CMIContent A6 Patriotic Taglines #CMWorld

@ankit1989

 

Big fat no!β€œ@CMIContent: Q5: Does your inspiring content always have to have a direct relationship to your product or service? #CMWorld”

@SheldonCPF

 

@Shoplocket sells a simple web product page – but they want more people creating products! That’s inspiration! #CMWorld

@TPLDrew

 

A5-Once you make you brand a verb, then you can build to support then promote! #cmworld

@SheldonCPF

 

@SheldonCPF Here Here! πŸ™‚ #CMWorld

@TPLDrew

 

#CMworld A6 Insurance companies! They never tell you to buy insurance they just suggest you to have a back up plan! Indirect

@avik_munshi

 

A6: Fan of @Lowes Fix In Six. Great way to offer quick life hacks and position their brand as an educator not just an advertiser. #cmworld

@mikemyers614

 

A6 – I refer bk to @BMW web series of a few yrs ago. It told great stories and was perfectly timed as medium was getting popular. #cmworld

@SusynEliseDuris

 

@Erin_E_Palmer I went to a green festival a few months ago. The band on stage played “Frozen.” The kids were SCREAMING the lyrics #cmworld

@vegecomgirl

 

Don’t miss @tomgerace’s all-star panel this year at #CMWorld! Details here: http://ow.ly/zbG82

@skyword

 

@lillybalderas please join #CMworld chat

@ankit1989

 

@mikemyers614 @Lowes These are so great! A definite favorite of the CMI team. #CMWorld

@CMIContent

 

@CMIContent @ChipotleTweets I haven’t. I need to jump on it! I have used them as a ref in lots of papers in grad school though. #cmworld

@colinmhaas

 

A6 @fitbit fueling a new lifestyle &making attainable goals based on their products. Also @LaurenConrad & @TBDofficial partnership #CMWorld

@daniellestein1

 

A6 Resolve Carpet Cleaner: https://www.youtube.com/watch?v=DrLDzfvLm4A …loved it!! #cmworld

@aronlink

 

A6: Build with Chrome! https://www.buildwithchrome.com/ So much fun. @LEGO_Group always nails it. #CMWorld

@Erin_E_Palmer

 

A6: Disney is also one of the undisputed masters of inspirational content and great profit as a side effect #CMWorld

@PatrickHayslett

 

A6 Go Pro is pretty good at inspiring people as well…although it hasn’t quite gotten me to do anything terribly adventurous #cmworld

@tracibrowne

 

@daniellestein1 That’s a #BRandscape -> @LaurenConrad @TBDofficial #CMWorld

@TPLDrew

 

A5 If your inspiring content doesn’t connect with your brand at some level, you’ve wasted your effort. No exceptions. #cmworld

@SJAbbott

 

#CMworld A6 IPhone TV commercials, no direct suggestions, either a holiday gift or just showing iPhone is cool…!

@avik_munshi

 

A6 Dove’s Real Beauty campaign seems to just keep on giving consumer inspiration, product sales & tons of “free” PR #cmworld

@girardinl

 

Q7: What do marketers need to STOP doing in an effort to make inspiring content? #CMWorld

 

@SJAbbott That’s not true for sure. If you’ve inspired people to go on the journey and you capture the journey then it worked. #CMWorld

@TPLDrew

 

A7: Stop focusing on gaining market share and start increasing the size of the market. (For your entire category!) #CMWorld

@TPLDrew

 

A6: @ussoccer with #OneNationOneTeam and #IBelieveThatWeWillWin hits the underdog and patriotic feels #cmworld

@ReimsH

 

A7 Ivory Tower Marketing #cmworld

@aronlink

 

@CMIContent A7 STOP Emotional Marketing #CMWorld

@ankit1989

 

A6 – And Apple’s storytelling as of late – look at their Parenthood commercial – is amazing. #cmworld

@SusynEliseDuris

 

A6- This one was nice! Futbol inspired! @CMIContent #cmworld http://t.co/VAzXPcBDpX

@SheldonCPF

 

Madonna’s #artforfreedoom #secretprojectrevoluion is up there on inspiring content. http://qub.me/IpXmrw #cmworld

@milenaregos

 

A7 Stop trying to go viral #cmworld

@lindadessau

 

A6: ‘Sadvertising’ seems to be growing, but I don’t prefer that tactic #cmworld

@ReimsH

 

A7. Changing the voice of sources we use to make them more “marketingish” (is that a word?). Preserve authenticity. #cmworld

@kiporama

 

@ankit1989 Why? #CMWorld

@CMIContent

 

A7. Stop thinking they know what will inspire others! #cmworld

@vegecomgirl

 

@tracibrowne Me too but I keep trying to think of ways to use a GoPro! #cmworld

@RtMixMktg

 

@TPLDrew If you inspired a journey, yet they don’t connect it to journey you offer, your efforts were noble, but not strategic. #cmworld

@SJAbbott

 

A7 Marketers need to stop playing it safe…toe the corporate line…etc. #cmworld

@tracibrowne

 

A7: Stop shitty marketing. Stop interrupting. Stop self promoting. #cmworld

@milenaregos

 

#CMworld A7 stop writing content based on SEO keywords, instead write authentic inspiring content and then do #SEO & #SocialMediaMarketing

@avik_munshi

 

A7: Stop butting into every trending topic. Think of your audience. Think of how you can add value to YOUR community. #CMworld

@heyheyman

 

@ReimsH Interesting term! Sad or emotional? #CMWorld

@CMIContent

 

A7: For some marketers: Please stop being all about “me” and “my brand.” Learn to engage and be part of the customer’s story. #CMWorld

@colinmhaas

 

@SJAbbott Ok. Maybe I misunderstood you. πŸ™‚ Sorry about that. #CMWorld

@TPLDrew

 

A6 Chick-Fil-A’s “health conscious” food site, Gather, has inspired ppl to despise company in a whole new way #cmworld

@girardinl

 

A7: Stop w/ ultra high frequency of publishing requirements unless you can handle it. Don’t cheapen what is meant to inspire. #CMWorld

@PatrickHayslett

 

Stop watching everyone else! β€œ@CMIContent: Q7: What do marketers need to STOP doing in an effort to make inspiring content? #CMWorld”

@SheldonCPF

 

A7: Great #brands aren’t thinking about themselves, their problems, what they do. They’re building audiences by solving problems. #cmworld

@mikemyers614

 

@tracibrowne We should do a Go Pro video of non-adventurous things. For fun. Drinking tea! Petting puppies! Folding laundry! πŸ™‚ #CMWorld

@Erin_E_Palmer

 

@RtMixMktg I did wish I was wearing one that time I came across a couple bears on a walk…that would have made a good movie #cmworld

@tracibrowne

 

A7: For inspiring content, marketers (and execs) need to stop thinking of content like a PPC ad – returns are longer term #cmworld

@RtMixMktg

 

A6: @Dove’s Real Beauty marketing campaign is so powerful and sells a feeling, not a product. #CMWorld

@CamieRodan

 

@girardinl They inspire me to be grossed out just by having a presence, but that’s a whole other issue! HA! #cmworld

@vegecomgirl

 

@lindadessau Good one! #cmworld

@mikemyers614

 

Would have been awesome! MT @tracibrowne I did wish I was wearing one that time I came across a couple bears on a walk… #cmworld

@RtMixMktg

 

Stop trying to gain market share and start increasing the size of the market. #CMWorld

@TPLDrew

 

.@CMIContent Pulling content too quickly/constantly tweaking. Sometimes it takes time for people to take notice/take action. #cmworld

@SocCommSU

 

@CMIContent it hurts consumer when salesman sale wrong product on the sake of emotional marketing for their targets #cmworld

@ankit1989

 

@TPLDrew No worries πŸ™‚ It doesn’t have to be intense, but the connection has to happen at some level. #cmworld

@SJAbbott

 

#CMworld A7 stop writing content based on SEO keywords, instead write authentic inspiring content and then do #SEO #SocialMediaMarketing

@avik_munshi

 

A7 – I think mktrs sometimes try too hard w wanting content to be great/go viral + miss focus’g on learng abt aud/mtg their needs. #cmworld

@SusynEliseDuris

 

@CMIContent @SusynEliseDuris They did that in house, & while I loved it, it tested worse than commercials created by their agency. #cmworld

@wilso411

 

Experiment! Push the limit! Fail! Try again! @CMIContent #cmworld

@SheldonCPF

 

@CMIContent I feel experiential marketing where people are being caught on cam fearing for their lives, it pushes it too far #cmworld

@GoGetterVette

 

A7: Over promising in branding and under delivering IRL. #CMWorld

@daniellestein1

 

@wilso411 maybe so but it generated a lot of buzz with people… #cmworld

@SusynEliseDuris

 

Marketers must have courage to push the limits. #cmworld

@milenaregos

 

@ReimsH Show a dog! Boom! #CMworld

@SheldonCPF

 

A7 I think you have to take chances..stop worrying about rocking the boat if the boat needs to be rocked. #cmworld

@tracibrowne

 

A7: Stop stating the obvious at a superficial level without expanding on it . Passed for content 10 yrs ago, but white noise today #CMWorld

@PatrickHayslett

 

Q8: Inspiring vs useful vs entertaining? How do you know what the right content mix is for your brand? #CMWorld

 

A8: Great content isn’t about what the brand wants. It’s about what the audience needs. #CMWorld

@TPLDrew

 

#CMworld A7 Create content based on client (target audience) personas instead of trying to reflect your culture everywhere.

@avik_munshi

 

Interesting stuff coming from @TPLDrew: Stop trying to gain market share and start increasing the size of the market. #CMWorld

@Harriet_Rhodes

 

A7 Stop pushing products and instead be authentic and real. Focus on solving a need. #CMWorld

@CamieRodan

 

A7. Stop trying to force me to like you! And stop targeting audience to call another biz/org “liars” Not inspiring. #cmworld

@vegecomgirl

 

@vegecomgirl Yes, first the bad food, then the bad politics, then the inauthentic authenticity of Gather. Piling on the gross! #cmworld

@girardinl

 

A8: Inspiring content sends you on a quest. Useful content helps me choose. Entertaining content drives loyalty. #CMWorld

@TPLDrew

 

Great question! β€œ@CMIContent: Q8:Inspiring vs useful vs entertaining? How do you know what the right content mix is for your brand? #CMWorld

@sixswansstudios

 

A7: Don’t wait for someone else to do it first every time. #CMWorld

@Erin_E_Palmer

 

@SheldonCPF a skinny, hurt dog! and your brand has nothing to do with dogs! #cmworld

@ReimsH

 

A8 I don’t see why you can’t be all three in all things. #cmworld

@tracibrowne

 

@tracibrowne A8: Inpiring content is a trigger. Useful content helps me evaluate. Entertaining content builds personality. #CMWorld

@TPLDrew

 

A8: Great content can be all 3: inspiring, useful and entertaining. #cmworld

@milenaregos

 

@TPLDrew didn’t we determine that we’re telling them what they need? πŸ™‚ #CMWorld

@wilso411

 

@Erin_E_Palmer definitely. everyone wants to be innovative but without the risk! #cmworld

@aarongottlieb

 

A8 The right content is what is authentic & real, if you have to think if it’s right too much, it’s not. It should feel right #CMWorld

@daniellestein1

 

Look to your self and ask, “Do I understand the message?” #cmworld

@SheldonCPF

 

When you focus on being yourself & listening to your audience.. you will know the perfect mix of all 3! #cmworld

@iSocialFanz

 

@CMIContent A8)boils down to your audience profile.If u know them well,you’ll be able to measure.Your numbers will tell u exactly #cmworld

@GoGetterVette

 

@SheldonCPF @ReimsH Show a puppy! Show a baby panda! Show a baby owl! Show a baby! #cmworld

@girardinl

 

@Erin_E_Palmer We’re not telling them what they need, we’re giving them what they need. #CMWorld

@TPLDrew

 

A8: Trial and error, but TRACK things or else you’re leaving to chance and you’ll become irrelevant. #CMWorld

@PatrickHayslett

 

@TPLDrew Just thinking there’s no reason why your how-to video can’t be entertaining as well #cmworld

@tracibrowne

 

@CMIContent sad, especially if sadness isn’t linked to the brand’s industry so it’s unexpected #cmworld

@ReimsH

 

@tracibrowne Sure, but it needs to be useful first. (Make sense?) #CMWorld

@TPLDrew

 

#CMworld A8 depends on when and which platform they are viewing the content. Use analytics to know behaviour, then decide future strategy.

@avik_munshi

 

@girardinl A sorry brand, indeed. #cmworld

@vegecomgirl

 

A8: The right content makes your competitors wish they weren’t a day late and a dime short. It’s the trifecta of all three! #CMWorld

@daniellestein1

 

Studies have been done to see if marketers can predict from a few content pieces which will pull best. Hardly ever right. #CMWorld

@PatrickHayslett

 

A8 Arguably all three are mandatory: motivate people to act, give them a reason to act, engage them. #cmworld

@SJAbbott

 

@TPLDrew Isn’t there also a distinction between want/need? Give them what they want, to earn trust, then give them what they need? #cmworld

@lindadessau

 

A8: Content Soup ingredients: Take 2 parts inspiring, 2 part useful, and 1 part entertaining. What gets the audience talking? #cmworld

@colinmhaas

 

@daniellestein1 We love that! Perfect! #CMWorld

@CMIContent

 

Content is abt testing, trial + error. You aren’t going to hit it out of the park all the time. Research, go, adj where needed. #cmworld

@SusynEliseDuris

 

@vegecomgirl Sadly, there seems to be a place in this world, and market share, for sorry brands #cmworld

@girardinl

 

@lindadessau Often what they want is what everyone else is giving them. What they need isn’t being served #CMWorld

@TPLDrew

 

We’ll spend the last 10 minutes asking @TPLDrew questions on inspiring writing and content marketing. Ask your questions now! #CMWorld

 

.@CMIContent Inspire & entertain. That creates shareable content. If someone shares, that means they found it useful. #cmworld

@SocCommSU

 

A8: love what @jaybaer says (generally!) – marketing and therefore content should be useful always #cmworld

@SoutherlyComms

 

What are your goals!Q8: Inspiring vs useful vs entertaining? How do you know what the right content mix is for your brand? #CMWorld”

@SheldonCPF

 

A8. Know your audience AND know how they prefer to consume content (auditory, visual, kinesthetic), and produce accordingly. #cmworld

@kiporama

 

@SocCommSU @CMIContent anything that will trigger fear is what should go. These tearjerkers are awesome #cmworld

@GoGetterVette

 

Q for @tpldrew how do you sneak in inspiration if your company just wants CTAs on everything? #cmworld

@tracibrowne

 

@CMIContent A8: The fusion of all three always make a stunning and worth content. #cmworld

@MUmar_Khan

 

Continuity in sharing great content is u treat it like a convo, listen then speak – be attentive, interesting, informative & fun! #cmworld

@ZenYinger

 

@tracibrowne @tpldrew Oh the humanity!!!! #cmworld

@kiporama

 

@TPLDrew How do u continue a flow of inspiration to your audience? Is there a point to stop and move onto something else? #cmworld

@vegecomgirl

 

@TPLDrew Who is doing a great job of building an audience today? #cmworld

@mikemyers614

 

All three can be done but must align with goals!It won’t translate it does not support the over all strategy! #CMWorld”

@SheldonCPF

 

@CMIContent @TPLDrew do you have an example of inspiring content that has influenced you to make a purchase? #cmworld

@wilso411

 

@tracibrowne Gr8 ?. Start trying an implied CTA. Can you create content so inspiring the audience acts the way you intend? w/o CTA? #CMWorld

@TPLDrew

 

@tracibrowne @tpldrew Love this question! #CMWorld

@CMIContent

 

@SocCommSU actually this what I do. #CMworld #SEO is important but content will always be the king

@avik_munshi

 

@TPLDrew so maybe a bit of secret A/B testing? #cmworld

@tracibrowne

 

@wilso411 Sure. I bought a $299 juicer after watching Fat Sick and Nearly Dead on NetFlix. @CMIContent #CMWorld

@TPLDrew

 

A8 Not everything needs to be entertaining. Semantic, maybe, but use the word ‘engaging’ instead. Some topics are heavy. #cmworld

@SJAbbott

 

@TPLdrew Should inspiration be limited to positive emotion? Psych proves neg motivators more powerful but co’s mandate positive. #CMWorld

@PatrickHayslett

 

MT @TPLDrew: Start trying an implied CTA. Can you create content so inspiring the audience acts the way you intend? w/o CTA? #CMWorld

@lindadessau

 

@mikemyers614 Good question. People like @DevinSupertramp intrigue me. πŸ™‚ #CMWorld

@TPLDrew

 

@CMIContent @tracibrowne @TPLDrew Create inspiring CTAs? #cmworld

@mikemyers614

 

Agree, @SJAbbott. #cmworld

@kiporama

 

@SheldonCPF @ReimsH Seriously, ‘Sadvertising’ seems on the rise. I recall recent reports/data showing big _negative_ emotions work #cmworld

@girardinl

 

@PatrickHayslett I don’t think so. It’s not just about the emotion. It’s about drama, anticipation… aspiration. #CMWorld

@TPLDrew

 

@TPLDrew What moment of inspiration are you most proud of creating? #CMWorld

@Erin_E_Palmer

 

@TPLDrew: Should inspiration be limited to positive emotion? Psych proves neg motivators more powerful but co’s mandate positive #CMWorld

@colinmhaas

 

@Erin_E_Palmer @TPLDrew Fabulous question! #CMWorld

@CMIContent

 

Emotion leads to action. Reason leads to conclusions. – Colne We want people to act. #CMWorld

@TPLDrew

 

@tracibrowne doesn’t content need to be relevant, resonate w aud to get aud to act? Then, CTA landing pg needs to inspire. 2 parts. #cmworld

@SusynEliseDuris

 

Emotion causes people to buy. Reason lets them justify it to avoid buyer’s remorse. #CMWorld

@PatrickHayslett

 

@girardinl @ReimsH But it serves it purpose. To grab the viewer! Just like a great headline! #Cmworld

@SheldonCPF

 

@ZenYinger You’re right. As marketers, our goal is to drive engagement… #cmworld

@SusynEliseDuris

 

WOW @Erin_E_Palmer & @CMIContent I’m most proud of inspiring people to handwrite thank you notes. πŸ™‚ (I’ll explain somewhere else.) #CMWorld

@TPLDrew

 

@ZenYinger #agreed! #cmworld

@aronlink

 

@TPLDrew @Erin_E_Palmer Yes! Great one for sure. #CMWorld

@CMIContent

 

@SusynEliseDuris I was thinking of those CTAs that are only relevant to those ready to “buy” doesn’t inspire for future action #cmworld

@tracibrowne

 

What is “engagement”? This word drives me nuts. (sorry about that rant.) #CMWorld

@TPLDrew

 

This is so fun! I think I missed some questions… stand by. #CMWorld

@TPLDrew

 

.@CMIContent @TPLDrew thank you!! Fun times! #cmworld

@milenaregos

 

@tracibrowne or customer retention. There are some products – many B2C come to mind – that those CTAs serve that purpose. #CMWorld

@SusynEliseDuris

 

@TPLDrew All good! We’ll dig through too and let you know if any weren’t answered. #CMWorld

@CMIContent

 

@CMIContent @TPLDrew Engagement is a conscious decision to engage with something. #CMWorld

@wilso411

 

Causing people to interact on one of many different levels? β€œ@TPLDrew: What is “engagement”? This word drives me nuts. #CMWorld”

@SheldonCPF

 

@SusynEliseDuris exactly. it’s all about communicating to connect. otherwise it’s just blather, right? πŸ™‚ #cmworld

@ZenYinger

 

@wilso411 @CMIContent Ha. That doesn’t make sense. πŸ™‚ #CMWorld

@TPLDrew

 

So much fun friends! Thanks for a great chat. #CMworld

@heyheyman

 

+1000 @TPLDrew Engagement is critical but hard to define. Thus, most talk about it rather than ever achieving it. #CMWorld

@PatrickHayslett

 

@PatrickHayslett @TPLDrew no to violence too but content that’s inspiring ppl to make a stand for a good cause is okay IMO #CMWorld

@GoGetterVette

 

@girardinl @ReimsH +1#cmworld

@SheldonCPF

 

@heyheyman Thanks, Ben! Great to see you! #CMWorld

@CMIContent

 

@TPLDrew Oh my goodness, me too! I’m a huge fan of thank you notes. See #7 here: http://blog.brazencareerist.com/2013/11/20/7-missed-opportunities-that-can-cost-you-that-dream-job/ #CMWorld http://t.co/LzjM45BbLL

@Erin_E_Palmer

 

Simply: the act of give-and-take rooted in emotional connection. MT @TPLDrew: What is “engagement”? This word drives me nuts. #CMWorld

@SJAbbott

 

@SheldonCPF @ReimsH In my world (nonprofit), Sadvertising is sometimes called “Fly in the Eye,” many hold in poor opinion #cmworld

@girardinl

 

@Erin_E_Palmer @TPLDrew I am too! Love hand-written notes? #CMWorld

@cmcphillips

 

I think we should talk less about engagement and more about market size. #CMWorld

@TPLDrew

 

@ZenYinger I get concerned when marketers focus on selling. That’s not what marketing is. It is to drive engagement. #cmworld

@SusynEliseDuris

 

@CMIContent @milenaregos Agreed! #cmworld

@Julia_Sahin

 

Thanks to @TPLDrew for joining us on our #CMWorld chat today on inspiring #contentmarketing!

@CMIContent

 

@Erin_E_Palmer Great post! #cmworld

@lindadessau

 

@cmcphillips @Erin_E_Palmer YAY! I’m also proud to inspire college kids to go on a career quest to land their dream job. πŸ™‚ #CMWorld

@TPLDrew

 

Thanks everyone for a great first #cmworld chat! See you all next week! Got a lunch date or else I would hang around.

@colinmhaas

 

@Erin_E_Palmer @TPLDrew That was supposed to be a ! not a ? πŸ™‚ #CMWorld

@cmcphillips

 

@CMIContent @SJAbbott Well said! #cmworld

@Julia_Sahin

 

Thanks, @CMIContent for hosting an awesome chat! First time participating, but will definitely be back. #CMWorld

@SocCommSU

 

@CMIContent @TPLDrew Thanks for a great chat, guys! Love the new format. #cmworld

@mikemyers614

 

Thank you! β€œ@CMIContent: Thanks to @TPLDrew for joining us on our #CMWorld chat today on inspiring #contentmarketing!”

@GoGetterVette

 

 

TY for excellent chat everyone, much enjoyed #CMWorld

@PatrickHayslett

 

@CMIContent This was so much fun! I’ll see all of you in September at #CMWorld! Thanks so much!

@TPLDrew

 

On next wk’s #CMWorld twitter chat we talk content marketing for speakers w/@jcolman: http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

Thanks @TPLDrew @CMIContent great discussion! #cmworld

@tracibrowne

 

@mikemyers614 Awesome! Great to hear. Thank you! #CMWorld

@CMIContent

 

Thanks @TPLDrew and everyone. Lots of great ideas here #cmworld

@ZipTrigger

 

@TPLDrew Can’t gave market if they don’t engage!#cmworld

@SheldonCPF

 

@SusynEliseDuris I agree with you. With so many blurring lines it’s imp to keep that focus. #cmworld

@ZenYinger

 

@ZipTrigger Thank you for joining us today, Ryan! #CMWorld

@CMIContent

 

@SheldonCPF Sure you can. We’ll have to sit down and discuss this one over beers. #CMWorld

@TPLDrew

 

@SheldonCPF @ReimsH Yup, similar ideas #cmworld

@girardinl

 

Find more info on @TPLDrew, visit his website: http://www.akadrewdavis.com/ #CMWorld

@CMIContent

 

@PatrickHayslett Agree! #CMWorld

@GoGetterVette

 

@TPLDrew @cmcphillips You are speaking my language, Andrew! πŸ™‚ #CMWorld

@Erin_E_Palmer

 

@TPLDrew You’re the best, thank you so much! Can’t wait to see you in Sept! #CMWorld

@cmcphillips

 

Great chat! Thank you #CMWorld!Always learning!

@SheldonCPF

 

If I missed any questions. Let me know. I’m happy to answer them via e-mail or DM. Thanks everyone! #CMWorld

@TPLDrew

 

See @TPLDrew + 100 other speakers at #CMWorld in Sept! Join us in #CLE: http://t.co/g3NJdAbCQ6. #contentmarketing

@CMIContent

 

@Erin_E_Palmer @cmcphillips See you soon! #CMWorld

@TPLDrew

 

@SocCommSU @SheldonCPF @ReimsH Here’s 1, more abt virality (big emotional response best, + best, – does work http://nyti.ms/1kt0dDT #cmworld

@girardinl

 

@TPLDrew @cmcphillips Can’t wait! My first conference! I’m so, SO excited. #CMWorld

@Erin_E_Palmer

 

Great chat today! Thanks @CMIContent! #cmworld

@vegecomgirl

 

#Marketing_Tip : Don’t React. Act. Thank you #cmworld community – great convo today ! Have a fabulous rest of the day too! πŸ™‚

@ZenYinger

 

Thanks @CMIContent for another great discussion. Always impossible to multi-task during #cmworld chats.

@ReimsH

 

Thanks to @CMIContent and @TPLDrew for a great #CMWorld chat today!

@kiporama

 

@CMIContent @TPLDrew Wish I could go. Oh poo! #cmworld

@vegecomgirl

 

#CMWorld Tuned in late for @TPLDrew. Didn’t plan on reading what I missed now, but too much good info… #addicting

@JeremyBednarski

 

@kiporama @ReimsH Indeed! πŸ™‚ I can’t for sure! #CMWorld

@cmcphillips

 

@Erin_E_Palmer Super excited you’ll be here. πŸ™‚ #CMWorld

@cmcphillips

 

@RtMixMktg @TPLDrew Thanks, Tom! Great to see you, even for a few! #CMWorld

@CMIContent

 

@tracibrowne Thanks, Traci! Did you like the Q&A at the end? Or do you like CMI coming up w/the 10 questions? #CMWorld

@CMIContent

 

@lindadessau Thanks, Linda! How did you like the 8 Qs with the Q&A? #CMWorld

@CMIContent

 

Thanks for an inspiring chat, @CMIContent and @TPLDrew! Really appreciate your insights. Enjoy the rest of your day/week! #cmworld

@carmenhill

 

@CMIContent I really liked Q&A at the end. It’s a great chance for people to ask something they wanted to know if didn’t come up #cmworld

@tracibrowne



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