Multi-channel Content Marketing: A #CMWorld Chat with Mark Walker

markwalkerOn one hand, marketers want their users to find them at the right time and in the right place. On the other hand, marketers need to focus and excel at where they are. What is the middle ground?

Mark Walker joined our most recent #CMWorld Twitter chat in which we talked about multi-channel content marketing strategy. (You can read Mark’s articles at Content Marketing Institute.) Should you be doing this, and how? And which brands are executing this well?

If you are interested in multi-channel strategy, dig in with Noz Urbina and others at CMI’s Intelligent Content Conference, which is March 23 – 25, 2015 in San Francisco.

Q1: Is it best to focus on 1 channel & become great, or better to have multi-channel strategy? When do you know you’re “great?” #CMWorld

 

A1 I think you need to be multi-channel ideally, but you probably want to focus on 1-2 leading channels where you’re strongest #cmworld

@jfdimark

 

A1 all depends on the audience. I’d say multiple platforms but only where there is an audience for you. #cmworld

@benfigo

 

A1. A multi-channel strategy reaches more of your potential audience. Don’t spread too thin & excel where most important. #cmworld

@fourdollarvegan

 

A1 I think multi-channel is essential because customer journeys are so fragmented… #cmworld

@jfdimark

 

A1 …you just can’t hope that they’ll only use the one channel you pick #cmworld

@jfdimark

 

A1: If you have a broad audience, you MUST have a multi-channel strategy. But, “multi” could mean just 2-3. #cmworld

@shannonmerb

 

@JeremyBednarski @CMIContent Now with 12% more orange! #cmworld

@di_wo

 

A1 so you have to cover off the main bases like web, mobile and offline to offer a good experience however they find you #cmworld

@jfdimark

 

@fourdollarvegan very true! #cmworld

@jfdimark

 

A1. I think the strategy should be mindful of audience and rollout. It’s all a learning curve for you and your people #cmworld

@vegecomgirl

 

It’s Tuesday, it’s 5pm (our time) and we are ready! #cmworld

@wyzowl

 

A1: I like the start slow philosophy…go where you know your audience likes to be and help them. #cmworld

@mikemyers614

 

A1. Focus on where your customers are. That will determine the channels. When will you be great? When your customers say so. #cmworld

@LisaMasiello

 

@benfigo absolutely you have to be led by the audience. #cmworld

@jfdimark

 

A1. Focus your energy on the platforms where you’re most likely to be seen & appreciated. Once there, go hard. #cmworld

@outsider_nyc

 

A1You know you’re ‘great’ when it a) delivers an amazing customer experience (which could be measured by NPS) #cmworld

@jfdimark

 

A1: do one channel and be great at it! #CMWorld

@_structuredmind

 

A1 and b) it’s measurably delivering against your business objectives. #cmworld

@jfdimark

 

@jfdimark yup! #cmworld

@benfigo

 

A1 if you’re achieving both of these, you’re certainly doing a good job and for many businesses that’s the first step! #cmworld

@jfdimark

 

A1 Don’t bite off more than you can chew, initially. But also, don’t take too long to get good. Customers move faster than you. #cmworld

@martinlieberman

 

A1. Lot of it becomes what you can do. If you’re going to be lousy on a couple channels, that’s counterproductive #cmworld

@KittermanMG

 

A1 Strategy should follow biz objectives. Where are the prospects and customers? Why are you communicating with them? #cmworld

@di_wo

 

A1. Greatness is shown in engagement, what your audience says about you, and in quality of your content. #cmworld

@fourdollarvegan

 

It’s best to have a multi-channel strategy to hit the different demos that interact with your brand. #CMWorld

@MKTinspirations

 

A1) Be where the bulk of your audience is. That’s usually more than one place – but focus on quality in each space. #cmworld

@ChristinKardos

 

Content Marketing Productivity Tips: A #CMWorld Chat with Roger Parker http://ow.ly/J7ecH

@HyperMediaPunk

 

A1: Depends on the industry. In my experience in 95% of cases focusing on 2 max 3 channels is enough really. #CMWorld

@MaelRoth

 

A1 I think focus is key word…don’t just jump in everywhere. That said a good marketer will try to learn all potential channels #cmworld

@tracibrowne

 

@CMIContent: A1: Reach your audience where they “live”, which likely is more than 1 channel. Greatness=action by audience. #CMWorld

@webmastergirl

 

A1: Only 1 channel can miss the boat. Multi-touch/multi-channel is a must. Find a way to do a handful consistently and really well. #cmworld

@MeghDale

 

A1 Ideally you should be able to test different channels and then optimize for results. More for large vol traffic #cmworld

@tamarweiss

 

A1 Take advantage of the smaller audience. Try things and get comfortable, so when people DO come, you’re ready. #cmworld

@martinlieberman

 

A1 Greatness, like brand personality, is ultimately defined by the audience. #cmworld

@di_wo

 

Cold brew coffee keeps me from overheating during heavy tweeting @KittermanMG. #cmworld

@bendgibbons

 

@SFerika Morning, Erika! #cmworld

@mikemyers614

 

A1) A think that achieving the perfect multi-channel approach is a step-by-step process. Start w/ a few channels & then expand. #CMWorld

@Liliholl

 

@CMIContent A1 if your community is primarily using 1 channel, focus there 1st. But typically, a couple of channels ensures reach. #cmworld

@SFerika

 

@tracibrowne Agreed. Focus…but then customers are everywhere! So be guided by testing what works. #cmworld

@jfdimark

 

A1. Engage where your target audience spends time. Audit your strategy and optimize where necessary! #cmworld

@BeDigitalGiants

 

A1: Depends on your target audience. Diverse audience? Multiple channels. Easier to reach a broader audience! #cmworld

@Stephanie_AnnC

 

@CMIContent A1 When do you know your purpose and what mountain do you want to climb #cmworld

@katairobi

 

@CMIContent A1: Go where your audience is. This might mean one channel or more, but be focused on meeting them where they are. #cmworld

@ThinkSEM

 

@CMIContent Multi-channel. You can’t just have a brand voice on only one platform #cmworld

@wyzowl

 

#CMWorld is just kicking off if anyone is interested in a good chat this morning : )

@SparkerWorks

 

@mikemyers614 good morning! great to see you here. 🙂 #cmworld

@SFerika

 

YUP! MT @ChristinKardos A1) Be where the bulk of your audience is. That’s usually more than one place – but focus on quality #cmworld

@vegecomgirl

 

A1: If just starting out, I’d say focus on one and be great. However, most of us are probably already wrapped up in multi-channels #CMWorld

@JeremyBednarski

 

A1) Locate your audience & use the channels they do. Your business & audience may not fit every channel. #cmworld

@eemiller08

 

@martinlieberman just don’t fall into the “small fish, big pond” trap https://medium.com/@garyvee/why-being-abig-fish-in-a-small-pond-is-bulls-t-dba1e2a6c953 @garyvee #cmworld

@benfigo

 

A1 I’ll play around with everything coming down the pike on personal accounts, just to understand how a tool is used #cmworld

@tracibrowne

 

PS @CMIContent: A1: It all boils down to overall strategy, as always. If multi-channel fulfills your strategy, so spread it. #CMWorld

@webmastergirl

 

@ChristinKardos Couldn’t have said it better ourselves. #cmworld

@ThinkSEM

 

@CMIContent It’s just not Tuesday without you + #cmworld 🙂

@SFerika

 

A1: It’s important to be where your customers are. Multichannel gives them the opportunity buy using the channel of their choice. #cmworld

@LaToyaReports

 

@lilliholl Right, so how do you choose channel #1,2 and 3? #cmworld

@tamarweiss

@CMIContent A1 Phase1: One Channel and become great Phase 2: Multi Channel #cmworld

@ankit1989

 

@MeghDale Yes, what if that one channel dissolves and your community isn’t fostered in other places? #cmworld

@ThinkSEM

 

A1 If you think you’re great, you’re not doing it right! Requires vigilant review, monitoring, pivoting…always through VOC lens #CMWorld

@kateeidam

 

A1. Where is your audience? Pick the ones that will make the most impact with them. @CMIContent #CMWorld

@KylaK

 

@benfigo @garyvee Agreed! #cmworld

@martinlieberman

 

Q1 follow-up: Should you acquire multiple channels, even if you’re not using them, for brand control? #cmworld

@bendgibbons

 

To be or not to be, multichannel MT @benfigo: Depends on audience. Multiple platforms but only where there is an audience for you #cmworld

@UnionMetrics

 

@ThinkSEM !!! exactly! Too risky to be single focused. #cmworld

@MeghDale

 

A1 I think this answer also depends on resources available. If limited you have to direct customers to where you shine #cmworld

@tracibrowne

 

@kateeidam A1 great is definitely in the eye of the beholder, not the brand! #cmworld

@jfdimark

 

A1: You can measure greatness through amount of engagement & depth of reach. Who is sharing your content? How often? Where? #cmworld

@Stephanie_AnnC

 

A1. I’ve experienced that lesser, targeted channels work better in B2B companies with narrower target markets. #cmworld

@TugceOe

 

@bendgibbons the only thing worse than a brand not being on social is a brand not USING social *crickets* #cmworld

@benfigo

 

@MeghDale Right, but you don’t have to be everywhere either. It’s about finding that balance. #cmworld

@ThinkSEM

 

Content marketing will be with us for a long time #cmworld in tweet size

@emmanuelotori5

 

A1: I believe it depends on your audience. It doesn’t hard to have multi-channel targeting. Better to get the word out #CMWorld

@nyccoleee

 

… or go home. Well said @outsider_nyc! #cmworld

@bendgibbons

 

Channels are just a means to reach audience – you need to bring them to your owned properties and not depend on shared platforms. #cmworld

@di_wo

Q2: We can learn from traditional publishers when it comes to multi-channel strategies. What can brands learn from publishers? #CMWorld

 

@benfigo @garyvee Agreed. There are certainly benefits to being small. You just can’t be complacent. #cmworld

@martinlieberman

 

A1 Follow-up: Yes, I think so. You want to have the opportunity to expand if you find customers on new channels. #cmworld

@shannonmerb

 

@martinlieberman I think you mean big fish, small pond? #cmworld

@tamarweiss

 

A2 I think brands can learn plenty, but 2 main things: 1. Focus on content readers actually want; 2. Put systems/processes in place #cmworld

@jfdimark

 

A1 Channels also depends on what you have the resources to address consistently – if you can only do 1 great, do that #cmworld

@ardath421

 

A2 to point 1, publishers don’t try to sell their product – the content they publish is their product, so they care about it… #cmworld

@jfdimark

 

A1) Multi-channel strategy = Try & evaluate priority channels, add new channel, try & evaluate. If you don’t try, you won’t know. #cmworld

@Liliholl

 

A2 …and they care about how customers find it, interact with it, share it etc. brands who publish should think this way too #cmworld

@jfdimark

 

@jfdimark Sums it up perfectly! #cmworld

@kateeidam

 

A2. A great example here is @airbnb. Pineapple brought massive buzz to the brand & reaches a new audience in a new way. #cmworld

@fourdollarvegan

 

A2 to point 2 brands need to be set-up for success, they need good systems, processes, teams and training to do a good job… #cmworld

@jfdimark

 

A2 Publishers whole business model is #ContentMarketing if they suck they don’t make money 🙂 #cmworld

@BryantGarvin

 

A2 …without that rigor brands are really just ‘playing at content’ and that can be costly and frustrating. #cmworld

@jfdimark

 

tweet_MarkWalker

 

A2 love to know what others learn from publishers? #cmworld

@jfdimark

 

@CMIContent A2: Create diverse content to engage your audiences in different platforms. For example, Instagram = more visual. #cmworld

@ThinkSEM

 

A1 Make sure that you are able to monitor and engage in whichever channels you do decide to use! #cmworld

@kmzimm

 

@CMIContent How to take lead and supply parallel to all multi-channels #cmworld

@ankit1989

 

A2. Learn how they work in difference channels. How you market in B2B may be different for B2C. Again, it’s about audience #cmworld

@vegecomgirl

 

@CMIContent A2 How to take lead and supply parallel to all multi-channels #cmworld

@ankit1989

 

MT @mikemyers614: A2: Good publishers wake up in the morning thinking about their audience, not their publication. #cmworld

@ardath421

 

@CMIContent Surely this is determined by where your target audience is. If it’s on one channel, great. If not, go multi-channel 🙂 #CMWorld

@WheelhouseBiz

 

nice MT @mikemyers614: A2: Good [publishers] wake up in the morning thinking about their audience, not their publication. #cmworld

@tracibrowne

 

A2: Tap into trending stories that resonate with your audience. #CMWorld

@MKTinspirations

 

@tamarweiss Nope. When you’re just starting, you’re a small fish in a big pond. As @benfigo @garyvee say, don’t settle for that. #cmworld

@martinlieberman

 

A2 How to make owned properties a destination. #cmworld

@di_wo

 

@benfigo @bendgibbons Spot on Ben. I say this all the time. Letting people see your social channels collecting dust is the worst. #cmworld

@LisaMasiello

 

@CMIContent To focus on their audience and have a very specific angle! #cmworld

@wyzowl

 

@MKTinspirations Absolutely. That’s a great way to get into the conversation and expand your audience #cmworld

@KittermanMG

 

A2) Publishers are great at getting the niche market right. That’s a good practice to follow. #cmworld

@Liliholl

 

A2: Remember, audience comes first :). #cmworld

@MKTinspirations

 

A2: You have to be multi-channel to survive. Though consumers don’t engage with “channels”…they engage with brands #cmworld

@kateeidam

 

A 2.1 quality of the publisher’s ability to “Tell a Story” determines their success. Brands need to be better story tellers #cmworld

@BryantGarvin

 

@mikemyers614 Couldn’t agree more. #cmworld

@wyzowl

 

@tracibrowne Yes! We all download new things in the office to play with them. Makes it fun. #CMWorld

@SparkerWorks

 

@LisaMasiello @bendgibbons yup. It shows that you want the exposure but could care less about the people. #cmworld

@benfigo

 

A2 good publishers listen to their audience, research their subjects, interview influencers… they put in work for good content #CMworld

@GinnyTorok

 

A2: Publishers think in terms of “stories” not feeds and speeds! #cmworld

@ardath421

 

Finally joining @CMIContent’s #CMWorld Twitter Chat! Looking forward to learning more about the wonderful world of #content. #yay!

@AwayInKC

 

A1 @CMIContent It’s determined by where your target audience is. If it’s on one channel, great. If not, go multi-channel #CMWorld

@WheelhouseBiz

 

A2. Producing content seems obvious, but it’s huge. The more you have to offer, the more people can share about you. #cmworld

@KittermanMG

 

@AwayInKC good to have you with us! Jump on in! #cmworld

@CMIContent

 

A2 How to repurpose content. Magazines often share sections/excerpts of articles on their blog. Or deleted parts. #cmworld

@martinlieberman

 

@mikemyers614 good point…sometimes I think we’re so set on getting more we forget to give the ones we have attention they need #cmworld

@tracibrowne

 

A2 Publishers also tend to have a great balance between evergreen and time-sensitive content, snackable & long-form etc. #cmworld

@jfdimark

 

Yes! MT @mikemyers614 A2: Brands can learn a lot from publishers. Good ones wake up thinking about their audience, not their pub #cmworld

@kateeidam

 

@KittermanMG True, but we can’t forget to think in terms of quality as well. Quality goes further (farther?) than quantity. #cmworld

@outsider_nyc

 

@ardath421 Well said! #cmworld

@BeDigitalGiants

 

@tracibrowne Yes! #contentmarketing can be a great retention play #cmworld

@mikemyers614

 

@BeDigitalGiants @ardath421 Thanks! 🙂 #cmworld

@ardath421

 

@mikemyers614 same with events…focus should be on those who show up…not those we hope show up #cmworld

@tracibrowne

 

@outsider_nyc Absolutely, everything you post needs to be up to your own high standards. #cmworld

@KittermanMG

 

@tracibrowne Exactly. Once it starts, that shift has to be immediate, right? #cmworld

@mikemyers614

 

A2: It’s best to become the master in your niche, than try to conquer a broad market #cmworld

@wyzowl

 

A2 Publishers like Buzzfeed & Upworth are also very good at optimising headlines & figuring out breaking trends #cmworld

@jfdimark

 

@CMIContent A2 publishers like @marthastewart do a good job of creating content that takes advantage of each channel’s quirks #cmworld

@SFerika

 

Looks like a good chat today! Jumping in and out. #cmworld

@SueBrady

 

Q3: Do channels need to always have “sales” goal, or can a goal be to drive customers to other channels? #CMWorld

 

A2: Good publishers are also listening post. Not keyword stuffers. #cmworld

@LaToyaReports

 

@tracibrowne Or I could’ve trotted out the old ‘dance with who brought you!’ #cmworld

@mikemyers614

 

A2: Publishers are great at integrating visual elements as a part of their story and using design to call attn to important pts #cmworld

@PatrickHayslett

 

@mikemyers614 great…now I can’t pay attention because I’m having a huge philosophical debate with myself #cmworld

@tracibrowne

 

A3 I don’t think every channel has to result in a sale. I think brands would be consistently disappointed approaching it that way! #cmworld

@jfdimark

 

A3 look at Vine – not linking out but embedded into Twitter. #cmworld

@benfigo

 

A3 but I do think every channel needs a purpose, otherwise it won’t be looked after it it’ll be a ghost town #cmworld

@jfdimark

 

Lets clarify here, should you acquire say your Instagram handle even if you don’t have a strategy in place? @benfigo @LisaMasiello #cmworld

@bendgibbons

 

MT @mikemyers614: A2: Good publishers + brands thinking mostly about their audience, not their publication. #cmworld

@tamarweiss

 

A3 and ghost town brand channels detract from the brand experience. #cmworld

@jfdimark

 

A2 – The importance of a headline. Publishers do headlining really, really well. Brands should too (see #nativeadvertising). #cmworld

@AwayInKC

 

A3: I don’t think all channels need to sell. Some are just for building community, or driving customers elsewhere. #cmworld

@shannonmerb

 

A3 I definitely think a purpose of channels can be to bring customers into the fold and introduce them to other channels. #cmworld

@jfdimark

 

A3. I immediately think of Instagram. Great for raising awareness but not effective for conversions #cmworld

@KittermanMG

 

A2 @CMIContent Adapt to your audience’s changing content consumption preferences #cmworld

@WheelhouseBiz

 

A3 we have several supporting channels like this, and then 1 or 2 which are much more focused on conversion #cmworld

@jfdimark

 

A3: Everything has a sales goal eventually. It may make sense to measure something more immediate in some cases. #cmworld

@mikemyers614

 

A3 and I’ve found it to be a really effective strategy. #cmworld

@jfdimark

 

A1: A multi-channel approach, selecting a few channels that will work best for a campaign or project. #CMWorld #contentmarketing

@creativechaosc

 

Wish I was in #CMWorld right now. I’ll be checking in and out

@delucare

 

A3. Sales aren’t necessarily a hard & fast indicator of success. Setting relevant KPIs for each channel can be a better measure. #cmworld

@BeDigitalGiants

 

@SFerika @CMIContent @MarthaStewart I want a specific example! #cmworld

@tamarweiss

 

A3 Every channel needs goals with KPIs that can show progress and achievement. Not necessarily sales. #cmworld

@di_wo

 

A3: It’s a domino affect. Concentrate on driving customers to other channels and that will ripple down to the sale #cmworld

@wyzowl

 

A3 I’m a proponent of staking a claim even if only to direct people somewhere else…don’t leave them hanging…show them the way #cmworld

@tracibrowne

 

A3. Channels do not always need to have a sales goal. In fact, social is more about community, loyalty, engagement than sales. #cmworld

@fourdollarvegan

 

.@jfdimark do you think some publishers lose credibility when larger brands pay for content/space? How can they avoid that? #CMWorld

@KylaK

 

A3: Channels should serve to guide buyers to the “mother ship” (your owned properties) Get buyers to rely on your ideas #cmworld

@ardath421

 

A3. It’s not all about selling. Some channels work for awareness. It’s all about the Call to Action and setting an expectation #cmworld

@vegecomgirl

 

@mikemyers614 agreed. use some channels as feeding grounds for the ultimate goal, use other metrics to measure success of those #cmworld

@jfdimark

 

@shannonmerb Or even sharing and reinforcing company culture #CMWorld

@SparkerWorks

 

A3: Channels do not always need to have sales goal. Engagement first! #cmworld

@MKTinspirations

 

A3: Use social media channels to push customers to your owned channels. #CMWorld

@JeremyBednarski

 

A3: And some channels SHOULDN’T sell. Great way to turn off your social media fans. #cmworld

@SueBrady

 

A3: Reminds me of the janitor at the Kennedy Space Center…when asked what he was doing he said ‘putting a man on the moon’ #cmworld

@mikemyers614

 

@SparkerWorks True! Great point! #cmworld

@shannonmerb

 

A3. Social channels should have some sales goals, although it should not be first priority. Sales will come with brand loyalty. #cmworld

@fourdollarvegan

 

A3 The goal of the channels should be to work together to increase brand recognition. #cmworld

@kmzimm

 

@bendgibbons @LisaMasiello acquire? Sure, but I’d say put up 1 post saying “Coming Soon” to clarify #cmworld

@benfigo

 

A2 Great brands will be as audience orientated as publishers are! Its all about reaching the right people #cmworld

@lifeofaworkgirl

 

@SparkerWorks my latest toy is Snapchat #cmworld I think I’m too old though…not quite getting it yet

@tracibrowne

 

@SueBrady yeah, no one wants to engage with brands who sell at every single opportunity or interaction. #turnoff! #cmworld

@jfdimark

 

A3a: …at least not all of the time…or even a majority of the time. #cmworld

@SueBrady

 

@mikemyers614 I love that janitor. I want people like that on my team. #cmworld

@shannonmerb

 

@bendgibbons @benfigo Yes. Important to clarify. I’m fine with the land grab. Just don’t put out 10 tweets & disappear for months. #cmworld

@LisaMasiello

 

A3 some channels can focus on building relationships – & eventually those relationships should & will drive leads #CMworld

@traackr

 

Nice point MT @vegecomgirl A3. It’s not all about selling. Some channels work for awareness. About the CTA, setting expectation #cmworld

@RtMixMktg

 

A3: Right, overt sales goals can be counterproductive in some channels #cmworld

@AnneJanzer

 

A3. Sales goals should play a factor in overall goals, but don’t push it. With good content, engagement, etc, sales will come. #cmworld

@outsider_nyc

 

@shannonmerb He had #vision! #cmworld

@mikemyers614

 

A3) Multi-channel campaigns allow the inclusion of different calls to action. It can be sales driven or something else. #CMWorld

@Liliholl

 

A3: I think it’s best to market across your different channels. One channel might benefit the other by gaining a new audience #CMWorld

@nyccoleee

 

@mikemyers614 The key to happiness in your career is belief that what you’re doing has value, even if you have to create it #CMWorld

@SparkerWorks

 

A3 Not always. Could be educ or thought leadership (though they eventually tie to sales). Does always needs to tie business goal #cmworld

@kateeidam

 

A3: Not all channels create a sale, but driving a customer down the social media value chain plays a role in getting them there. #cmworld

@twoislikeme

 

@RtMixMktg Thanks Tom. Honestly, it can’t be “sell sell sell” all the time. Comes off like you’re working in a Boiler Room. RECO! #cmworld

@vegecomgirl

 

@webmastergirl @di_wo Exactly. Some channels are better for brand/relationship building. That’s valuable too. #RonR #cmworld

@martinlieberman

 

A3. @CMIContent Both. 3 goals is a great number: one based on $$, one based on growth and one based on engagement. #CMWorld

@KylaK

 

A3) Not all channels need sales goals. Channels like Instagram are more for awareness & engagement. Depends on industry #cmworld

@CrowdContent

 

A3 #Multichannel allows for multiple CTA’s and success metrics #cmworld

@jfdimark

 

A3: We’re all selling something. May not be a product all the time. May be a #brand or a cause. #cmworld

@mikemyers614

 

A3: A channel doesn’t need to directly make a sale, but it has to advance the customer journey TOWARD a pt of sale #cmworld

@PatrickHayslett

 

Well said @benfigo. BTW, I agree, just curious if anyone had a compelling contrary position. #cmworld

@bendgibbons

 

@tracibrowne Haha it’s a fun one! Wish I had more time to put into it. #CMWorld

@SparkerWorks

 

A3 I’m finding in B2C it’s really hard to get people to join email list when you’re active on Facebook…need a great incentive #cmworld

@tracibrowne

 

@mikemyers614 Definitely a good point. 🙂 #cmworld

@martinlieberman

 

@SparkerWorks Especially if you have to create it. Agree completely. #cmworld

@mikemyers614

 

A3 – Every channel should have its own goals and be outlined in a content strategy. Brand awareness. Inspire. Sell. Traffic. Etc. #cmworld

@AwayInKC

 

A3 Using channels for customer service feeds into a specific buying cycle stage (loyalty and retention), but not immediate £££/$$$. #cmworld

@shhh

 

A1: If you wait to become GREAT at one channel before spreading out, you’ll never grow. Sometimes you need to try new things #CMWorld

@delucare

 

@bendgibbons ya, I’d be interested to hear the argument as well. #cmworld

@benfigo

 

@martinlieberman Thanks, Martin. #cmworld

@mikemyers614

 

A3: Understanding your channel goal is key whether it is to drive sales or awareness. #CMWorld #contentmarketing

@creativechaosc

 

@shannonmerb @mikemyers614 or just a name. #cmworld

@benfigo

 

@martinlieberman Yup, not everyone is waiting for you to master something #CMWorld

@delucare

 

Q4: What are the best ways to measure effectiveness in offline channels, such as print and in-person events? #CMWorld

 

A3 Its not all about selling – brands must be focused on providing the people w. valuable content and stir their passions #cmworld

@lifeofaworkgirl

 

A4 This is a problem without a ‘perfect’ solution, but there are lots of proxies brands can use… #cmworld

@jfdimark

 

A3) if you think about the “buying cycle” and the stage of your campaign then you know how to get the multi-channel journey right. #cmworld

@Liliholl

 

A4 For offline events, it’s going to depend on your goals, but you can measure engagement with hashtags #cmworld

@jfdimark

 

A4 if your event is to educate people you can send out a post-event survey to see if they took away the lessons you’d hoped #cmworld

@jfdimark

 

A4 if you want sales there are lots of onsite payment options available now, or you can send a special offer after it ends #cmworld

@jfdimark

 

@delucare Exactly. And in many cases, customers have already mastered it. You need to catch up quickly. #cmworld

@martinlieberman

 

A2: The importance of meeting the customer where they are (and where they might like to meet you!). #cmworld

@bendgibbons

 

A4: Make sure you track each encounter. Use coupon/offer codes for direct mail offers, and signup forms at events. #cmworld

@shannonmerb

 

A4 for print you can use QR codes, or custom urls or a unique code to use at checkout #cmworld

@jfdimark

 

A4 none of these are perfect, but they help fill in some blanks and give an indication if something is working or not #cmworld

@jfdimark

 

A4: Measuring effectiveness depends on your goal. Building your customer base is different than retaining it. #cmworld

@mikemyers614

 

A4: Offline channels….What are they? #digitalisthefuture #cmworld

@wyzowl

 

@tamarweiss @CMIContent @MarthaStewart they share a wide range of content in text and video across social channels #cmworld

@SFerika

 

I like that: it’s best to become the master in your niche, than try to conquer a broad market #cmworld

@ChrisMeylan

 

@CMIContent: A4: Specific calls to action in print can be measured. Surveys, follow-up targeted emails can measure in-person. #CMWorld

@webmastergirl

 

A4: Measurement in gen’l can be done in lots of ways. Use unique toll-free #s or promo codes. #cmworld

@SueBrady

 

A4. Sometimes the buzz from offline channels will spill over into the online. An effective paper campaign will get people talking #cmworld

@KittermanMG

 

A3 maybe the oncoming ‘internet of things’ will change how we can measure offline #marketing for good #IoT #cmworld

@jfdimark

 

A4. Ask people what they’re thinking. Play the CMGR role and talk to folks, take notes, etc. #cmworld

@outsider_nyc

 

@tamarweiss @CMIContent I haven’t bookmarked a representative selection alas. 😉 #cmworld

@SFerika

 

@ChrisMeylan Thanks Chris #cmworld

@wyzowl

 

Sorry, missed Q4. Could someone repeat it? #cmworld

@LisaMasiello

 

A2. Check out Renata Adler on the vital magazine: “it is always a bit ahead of its readers.” https://www.nytimes.com/books/first/a/adler-gone.html #cmworld

@quickmuse

 

A3: If sales are your goal, every channel should work to it. Not directly from social, but a 1st-touch in a long process. #CMWorld

@delucare

 

@LisaMasiello Q4: What are the best ways to measure effectiveness in offline channels, such as print and in-person events? #cmworld

@CMIContent

 

A4 I love how podcasts — like @radiotopiafm and @squarespace — are using discount codes specific to the episode to trace sales. #cmworld

@shhh

 

A4 Ideally even offline events should lead your potential customers back online where you can engage with them more. #cmworld

@kmzimm

 

A4 Sales leads, 1:1 engagement, movement being an offline contact to being an online contact #cmworld

@kateeidam

 

Q4: Measure offline engagement by extending your event to a digital space. #cmworld

@MKTinspirations

 

A4 you can also measure spikes in traffic if you’re doing a big offline event, there should be a correlation there you can see #cmworld

@jfdimark

 

A4: Also, offline attribution can interact w/ online attribution. Cool tools out now that help with that #stillnotperfect #cmworld

@SueBrady

 

A4 – Special hashtags for use on social media, special URLs on print ads, coupon codes #cmworld

@TugceOe

 

A4: Measure offline engagement by extending your event to a digital space. #cmworld

@MKTinspirations

 

A4: An under utilized methods is the simplest, train employees to ask. See also GA URL Building extension + bitly. #CMWorld

@kmullett

 

Smart! MT @shhh: Podcasts like @radiotopiafm and @squarespace use discount codes specific to the episode to trace sales. #cmworld

@lindadessau

 

A3 Even if your goal is not sales immediately, you can create awareness which often times results in sales leads #cmworld

@TugceOe

 

A4 You can also place digital touchpoints around a venue – iPads spring to mind – each with a CTA that can be measured online #cmworld

@jfdimark

 

A4 Best way to measure event success are re-reg if annual event and outcome surveys #cmworld

@tracibrowne

 

@shhh Thank you Shannon and @CMIContent. #cmworld

@LisaMasiello

 

A4) online + offline = multi-channel? offline can be measured by event signups, biz cards collected, demos taken etc. #cmworld

@Liliholl

 

A4: Tradeshows can be measured in leads acquired &conversion in due time, Use recency, frequency & avg value of purchases. #cmworld

@PatrickHayslett

 

Exactly! @kmzimm Example: Putting #Pinterest recipe teasers on packaging (Saw this somewhere, product slipped my mind!) #cmworld

@delucare

 

A4: With social media and mobile devices, even offline tactics can show up online. Be remarkable. #CMWorld

@JeremyBednarski

 

A1: First prioritize target audiences, then prioritize channels based on where the most-important audiences are #CMWorld

@samueljscott

 

@PatrickHayslett Good call, that’s been standard practice for a long time and is easy to do! #cmworld

@jfdimark

 

@MKTinspirations Definitely. Goes back to that multi-channel marketing we were all talking about 🙂 #cmworld

@KittermanMG

 

@jfdimark Oh, QR codes … People still use those? 😉 #cmworld

@martinlieberman

 

@martinlieberman @jfdimark No, they don’t. 🙂 #cmworld

@mikemyers614

 

A3: It very much depends on the channel. One could be very B2C/conversion-oriented, while another’s B2B. Different goals w/each. #cmworld

@bendgibbons

 

@martinlieberman haha! maybe not so much, but hey, trying to be thorough! #cmworld

@jfdimark

 

.@CMIContent A4: Allocate specific codes for offline enquiries or referrals (similar to how we use discount codes online) #cmworld

@WheelhouseBiz

 

A4. Print: Create landing page with special URL. Events: Pre-registered attendees. Use event hashtag for show participation. #cmworld

@LisaMasiello

 

Q5: With a multi-channel strategy, how do you isolate what is working (or not)? What are some ways to measure? #CMWorld

 

Article on attribution with list of companies: http://www.suebrady5.com/the-multi-touch-multi-device-attribution-dilemma-and-some-companies-that-can-help/ #cmworld

@SueBrady

 

@martinlieberman @jfdimark Oh QR codes. When will they go away? #cmworld

@ThinkSEM

 

A5 Making sure Google Analytics is set up properly is most important for measuring #multichannel #marketing well #cmworld

@jfdimark

 

@jfdimark The basics work. Media change, but transformative effect on underlying biz principles is exaggerated in some cases #cmworld

@PatrickHayslett

 

Q4) Thinking about the #cmworld event. Success is evident through the ripple effect that spills to online communities. Awareness everywhere!

@CrowdContent

 

A5 the obvious would be different urls on the different CTAs to track CTR #cmworld

@benfigo

 

A5 that way with GA you can track conversions on goals based on different channels, utm params etc. #cmworld

@jfdimark

 

@SFerika @CMIContent Phooey. Wanted to hear @ each channel’s “quirks.” #cmworld

@tamarweiss

 

@CMIContent best thing an ecomm company ever did was simple printed thank you card in every order hand signed w/ promocode #cmworld

@BryantGarvin

 

A5. Being up on analytics and testing different content. You don’t know if you don’t ask, and you can’t tell if you can’t test. #cmworld

@fourdollarvegan

 

A5 Other options include using custom urls and landing pages, or unique tracking codes using things like bit.ly #cmworld

@jfdimark

 

@delucare Yes, conversion must always be at the forefront of your multi-channel strategy. #cmworld

@ThinkSEM

 

A5: It’s important to create KPIs for each channel at the start so you can get agreement…what will it look like when we succeed? #cmworld

@mikemyers614

 

Hello, #cmworld A5: Mentions

@connieurway

 

A5 basically you just need to have unique tracking allocated to your different channels #cmworld

@jfdimark

 

@CrowdContent Yes. Make sure people know the hashtag they can/should use, which you can track. #cmworld

@martinlieberman

 

A5 Success goes beyond lead generation. It also includes becoming an industry thought leader and influencing others. #cmworld

@kmzimm

 

@CMIContent now you are talking pipe dreams accurately track multi-channel and attribute correctly? #cmworld

@BryantGarvin

 

@mikemyers614 Great point – you can’t measure success unless you know what it looks like! #cmworld

@jfdimark

 

MT @mikemyers614 A5: It’s important to create KPIs for each channel so you can agree…what will it look like when we succeed? #cmworld

@shannonmerb

 

MT @fourdollarvegan A5 Being up on analytics and testing different content. You can’t tell if you can’t test. #cmworld

@CMIContent

 

A3: Like others here I feel the goal is engagement. Even driving customers to other channels seems off base (allow it of course) #cmworld

@_Realized

 

@jfdimark And we all agree what that it (burned on that one before). #cmworld

@mikemyers614

 

Yep > MT @mikemyers614: A5:Create KPIs for each channel at the start so you can get agreement. What will success look like? #cmworld

@ardath421

 

A5 to @mikemyers614’s point you should ideally have a base metric or control channel to measure relative performance against too. #cmworld

@jfdimark

 

@SueBrady @martinlieberman @jfdimark That is perfect! #cmworld

@ThinkSEM

 

A5: Measure engagement, CTR and other interactive metrics to see what is working and what isn’t. #cmworld

@MKTinspirations

 

Yes! MT @mikemyers614 A5 It’s important to create KPIs for each channel at the start so you can get agreement… #cmworld

@CMIContent

 

@TugceOe I get the concept, and the intended ease of use, but they just never caught on. Oh well. #cmworld

@martinlieberman

 

@ChrisMeylan jack of all trades – good at nothing #cmworld

@_Realized

 

guarantee success by setting that bar real low 😉 MT @mikemyers614: …create KPIs 4 each–what will it look like when we succeed? #cmworld

@tracibrowne

 

@ThinkSEM @SueBrady @jfdimark Ha ha ha ha … YES. #cmworld

@martinlieberman

 

@CMIContent A5 sometimes you have to look at things at a macro level Start something new? Is overall $$ up more than costs?#cmworld

@BryantGarvin

 

@CMIContent Each channel should have its own strategy, which should include tracking. @TheSocialReport is helpful with measuring. #CMWorld

@SMDGNWI

 

A5: Test different campaigns for different channels, see what works best. #cmworld

@wyzowl

 

@tracibrowne Under promise, over deliver, you mean? 🙂 #cmworld

@mikemyers614

 

@kmzimm And often those two fuel lead generation organically. #cmworld

@ThinkSEM

 

A5: Is it always practical to track each channel, or track the mix as a collective whole in terms of campaign effectiveness? #cmworld

@PatrickHayslett

 

@benfigo For online channels, definitely! It’s all about unique link tracking! #cmworld

@CrowdContent

 

A5 if you’re using a marketing automation system, they will also help you figure out which channels your best leads come from #cmworld

@jfdimark

 

Q4 discussion helps tremendously. In the midst of discussions on offline effectiveness & optimization. #CMWorld

@bendgibbons

 

@jfdimark Yes! And attribute the results! #cmworld

@mikemyers614

 

@ThinkSEM Exactly! Just too long for my original character count! #cmworld

@kmzimm

 

@mikemyers614 Exactly! #cmworld

@jfdimark

 

Q6: Do you think a business of any size can benefit from a print strategy, or is this better suited for larger organizations? #CMWorld

 

@CMIContent A5: Look at your data! Know what metrics are most important to your strategy and always add context to your metrics. #cmworld

@ThinkSEM

 

A5 Team has to agree on KPIs that matter most to the business. It’s easy to get distracted by and mired in too many data points #cmworld

@kateeidam

 

A5 Success is beyond leads – its about building a strong brand and community. You can’t always measure that! #cmworld

@lifeofaworkgirl

 

A6 I’m expecting debate on this one! #cmworld

@jfdimark

 

@kmzimm Oh if we only had more than 140 characters, right? #cmworld

@ThinkSEM

 

A6 I think whatever size business you are, if your customers will respond well to print (or demand it), you should consider it #cmworld

@jfdimark

 

A6: Whether or not print will work depends on what the audience wants, not the brand. #cmworld

@mikemyers614

 

A6. It really depends on the business and the campaign. All comes down to strategy. #cmworld

@KittermanMG

 

A6 it is expensive relative to digital, but if it’s what your customers want, how costly is it not to do it? #cmworld

@jfdimark

 

A6 That being said if you’re a small biz with limited resources, you probably need to tie it back to revenue more closely… #cmworld

@jfdimark

 

@tamarweiss @CMIContent hehe it varies by co/channel. But on Pinterest, folks want rich pins, twitter loves GIFs, etc. #cmworld

@SFerika

 

MT @jfdimark A6 I think whatever size business, if your customers will respond well to print (or demand it), you should consider it #cmworld

@CMIContent

 

@wyzowl One of our favorite things: testing! #cmworld

@ThinkSEM

 

A6 using all those methods we’ve just been talking about! #cmworld

@jfdimark

 

@martinlieberman It’s almost like an offline event isn’t actually real until there’s online social validation. Hashtags help! #cmworld

@CrowdContent

 

A6. Doesn’t have to be a bigger brand. It just has to be done right, and for a reason. Make sure there’s an audience for that. #cmworld

@outsider_nyc

 

A6 I think enterprise businesses with large budgets can maybe afford to do it just as a brand building & awareness exercise #cmworld

@jfdimark

 

@tamarweiss @CMIContent Many smaller brands try more of a 1-size-fits none approach w/exact same content across channels. #cmworld

@SFerika

 

MT @outsider_nyc A6 Doesn’t have to be a bigger brand. It just has to be done right, and for a reason. #cmworld

@CMIContent

 

A6 What do your personas tell you? I recently created one where print turned out to be the best way to engage #cmworld

@ardath421

 

A6 Print shouldn’t hinge only on a company’s size. It should be tailored to the right audience and the right campaign. #cmworld

@kmzimm

 

@CrowdContent @martinlieberman But do you think that’s true for everyone or just for us #contentmarketing junkies? #cmworld

@lindadessau

 

@CMIContent A6 Any business can benefit if they have the right strategy. It’s about creating content the audience wants & values. #cmworld

@ThinkSEM

 

@ardath421 Good ol’ personas, they hold all the answers don’t they?! Smart things… #cmworld

@jfdimark

 

A6: A business of any size can benefit form a print strategy if it aligns with the tactics created based on objective. #cmworld

@MKTinspirations

 

A6: It depends on who your customers are and where they go for info. Even smaller cos. can have a print strat, but have to balance. #CMWorld

@JeremyBednarski

 

@CMIContent A6 If the best/only place to target your audience is print it can make sense regardless of size. #cmworld

@SFerika

 

@lifeofaworkgirl Of what value are brand equity and strong communities if they don’t generate leads? #cmworld

@PatrickHayslett

 

@CrowdContent Something like that. 😉 It’s not quite tree falling in the forest and nobody being there to see it, but … #cmworld

@martinlieberman

 

@CMIContent A6 (cont) tho that may mean print in niche publications, not mass mkt #CMworld

@SFerika

 

A6 From a personal viewpoint, I still love to thumb through printed literature, so if I’m a businesses’ persona it would work! #cmworld

@jfdimark

 

A6 depends on target demo, industry and market. #cmworld

@benfigo

 

@shannonmerb @mikemyers614 can someone pass me a good link to educate me on what KPI’s are? #cmworld

@_Realized

 

@SFerika @CMIContent Yep, make your own…on your own ‘land’. #cmworld

@mikemyers614

 

@CrowdContent @martinlieberman Agreed. What event these days doesn’t have a hashtag?! #cmworld

@ThinkSEM

 

@lindadessau @CrowdContent Maybe. Hashtag use at conferences is definitely higher at some events than others. #cmworld

@martinlieberman

 

@CMIContent: A6: any size! Our Library Links is a valuable tool. Next issue is expanding! http://bit.ly/1ENhWAT #CMWorld

@webmastergirl

 

A6: IMO Print strategies contingent on organizations industry requirements #cmworld

@connieurway

 

@jfdimark We were talking about that the other week – there’s just something about magazines… #cmworld

@lindadessau

 

@_Realized @shannonmerb @mikemyers614 Key Performance Indicators (i.e. agreed on metrics that tell you if you’re on track) #cmworld

@jfdimark

 

@lindadessau @martinlieberman We’re definitely one of the main culprits! 😛 Think #cmworld twitter stream during the event!

@CrowdContent

 

A6 It’s not print strategy. It’s customer strategy. That being said, print can work for orgs of all sizes if it advances biz obj #cmworld

@kateeidam

 

A6) It depends on the industry and audience. For some print appeals and works more than for others. Don’t underestimate it. #cmworld

@Liliholl

 

@_Realized @shannonmerb Sorry, stands for Key Performance Indicators…what you will measure. I shouldn’t assume. #cmworld

@mikemyers614

 

@mikemyers614 @CMIContent So much power in owning your own print pub. #CMworld

@SFerika

 

Wow. Love this. MT @kateeidam A6 It’s not print strategy. It’s customer strategy. #cmworld

@CMIContent

 

@SFerika @mikemyers614 @CMIContent And so much enjoyment comes from looking at and reading a print mag too. #cmworld

@martinlieberman

 

A6 it can, but the content needs to be a perfect fit & match the need of the readers. Brand campaign will be too expensive for smes #cmworld

@OL_FO

 

A6: If you’re going to do print (as w/any channel), do it well & be sure you can track results! #CMWorld

@bendgibbons

 

.@CMIContent A6: Any business can benefit from a print strategy providing that’s where their audience is. #cmworld

@WheelhouseBiz

 

@jfdimark @shannonmerb @mikemyers614 Thanks all for being willing to catch me up. #cmworld

@_Realized

 

A2: Print has a high cost per lead. Company size doesn’t matter as much as potential for long term repeat sales #cmworld

@PatrickHayslett

 

@CMIContent: A6: I really think that with a focused strategy & good writing, print can work even for a company of one. #CMWorld

@webmastergirl

 

A6 A print strategy can benefit a business of any size. The key is to connect your offline content to your online content. #cmworld

@SMDGNWI

 

A6: I’m a part of the audience who loves paper vs. screens. So if you’re audience wants it, then size doesn’t matter. #cmworld

@LaToyaReports

 

Q7: Are there tools or software that are beneficial when executing a multi-channel marketing strategy? #CMWorld

 

@martinlieberman @SFerika @CMIContent Print is definitely having a resurgence. #cmworld

@mikemyers614

 

If print campaigns are not slightly in the red, you haven’t cast a big enough net & lose money on back end repeat sales #cmworld

@PatrickHayslett

 

A6 @SMDGNWI Great point, particularly when thinking #multichannel strategy! #cmworld

@jfdimark

 

A6: And, again as w/any channel, if your print ad is just a balloon in the wind, invest your $$ elsewhere. #CMWorld

@bendgibbons

 

A7 I already mentioned a few like Google Analytics for tracking effectiveness, bit.ly for link tracking #cmworld

@jfdimark

 

Yes, print is only a component for execution of strategy MT @kateeidam: A6 It’s not print strategy. It’s customer strategy. #cmworld

@ardath421

 

@LaToyaReports Me too! Digital is great, but I still love being able to take a magazine anywhere. #cmworld

@martinlieberman

 

Gotta go but its been great chatting about multi-channel strategies with @CMIContent! Can’t wait for the next one. #cmworld

@MKTinspirations

 

@bendgibbons amen! #cmworld

@benfigo

 

A7 It sounded like everyone lurrrves QR codes too 😉 #cmworld

@jfdimark

 

@mikemyers614 @SFerika @CMIContent #printlives #godblessmagazines #cmworld

@martinlieberman

 

A7. We’re huge advocates of @sproutsocial. Monitors all of our social channels and gives his data. Plus the RSS feed is super handy #cmworld

@KittermanMG

 

Q6 If your customers love print, then you should love print, no matter your business size. #cmworld

@KateeMoxon

 

@MKTinspirations see you next week! #cmworld

@CMIContent

 

As @jfdimark mentioned, Marketing automation software, working with your CRM, is a must. #cmworld

@mikemyers614

 

A7 shameless plug coming up… #cmworld

@jfdimark

 

A7 if you’re running events then I’d obviously highly recommend Eventbrite! They also offers lots of great tools for tracking #cmworld

@jfdimark

 

@PatrickHayslett That’s a bit scary, but I get what you’re saying. #cmworld

@lindadessau

 

A7 … the effectiveness of different marketing channels, all their events pages are mobile optimised… #cmworld

@jfdimark

 

A7 …so for me Eventbrite is the natural choice for any business running events as part of a multichannel campaign #cmworld

@jfdimark

 

@CMIContent: A7: Schedulers like @SproutSocial or @hootsuite let you program unique, focused content & see the whole pic in action. #CMWorld

@webmastergirl

 

@CMIContent A7 You can use @TrackMaven to get a pulse on how content/campaigns are performing across all your channels & vs peers. #CMworld

@SFerika

 

A7 end shameless plug! #cmworld

@jfdimark

 

@martinlieberman @lindadessau @CrowdContent hashtags transform the potential of an offline event into a global phenomenon. #cmworld.

@_Realized

 

A7 there’s also loads of dashboards now like Cyfe, Tableau, Geckoboard to name just a few #cmworld

@jfdimark

 

A6 sometimes the print audience fits better than online readers. Especially if the target audience is older. At least in Europe 🙂 #cmworld

@OL_FO

 

A7 they pull in disparate business data and info to provide a single dashboard to understand performance. #cmworld

@jfdimark

 

A7: Attrib. is a must. Posting this link again: list of attribution cos. Note Adometry bought by Google: http://www.suebrady5.com/the-multi-touch-multi-device-attribution-dilemma-and-some-companies-that-can-help/ #cmworld

@SueBrady

 

@martinlieberman @LaToyaReports there is a power and affection in physical objects – a deeper sense of presence & care. #cmworld

@_Realized

 

@lindadessau Slightly is the key. Direct marketers have math models that bear it out as long as you’re not a one ‘n done sale. #cmworld

@PatrickHayslett

 

@LaToyaReports LaToya! Fancy seeing you here 🙂 Agreed- it’s all about what your audience wants. #cmworld

@CrowdContent

 

A7 I’ve not used any of them personally (yet) – anyone got first-hand experience of them? useful? #cmworld

@jfdimark

 

MT @webmastergirl A7 Schedulers like @SproutSocial or @hootsuite let you program unique, content & see the whole pic in action. #cmworld

@CMIContent

 

@_Realized @lindadessau @CrowdContent You know it! It’s like you’re there, even if you’re half a world away. #cmworld

@martinlieberman

 

@CMIContent A7: We love @tweetdeck for daily tweeting plus @RavenTools and @SumAll for measurement. #cmworld

@ThinkSEM

 

@lindadessau And even a one ‘n done sale can work if you have parallel products the same audience is also interested in #cmworld

@PatrickHayslett

 

A6: No one marketing medium or channel holds 100% of your potential reach. The question is resources & outcomes. #cmworld

@kmullett

 

@PatrickHayslett of course leads play a part but you can’t focus on that alone. There has to be balance #cmworld

@lifeofaworkgirl

 

@jfdimark I agree. @eventbrite has also become quite a robust channel for event promotion as well! #cmworld

@calgarydreamer

 

A6 @jfdimark Absolutely! It is also ok to focus more on one channel and direct traffic from your other channels. #multichannel #cmworld

@SMDGNWI

 

@KittermanMG @SproutSocial Good to know. Thanks! #cmworld

@bendgibbons

 

@calgarydreamer @eventbrite It sure has! cc @EventbriteUK too 🙂 #cmworld

@jfdimark

 

@CrowdContent Hey! I think I’ll be seeing you all in Sept in Cleveland. 🙂 #CMWorld

@LaToyaReports

 

A7 Not software, but I’m sure everyone here will agree – personas & concrete goals most essential ingredients for success #cmworld

@jfdimark

 

A7 @Clarabridge Social allows you to monitor every channel you have without the risk of missing something! #cmworld

@kmzimm

 

Q8: Who are some brands that are executing a multi-channel strategy well? #CMWorld

 

@lifeofaworkgirl Unless you own the biz & pay its bills. Try telling an investor you’ll nurture communities & avoid selling lol #cmworld

@PatrickHayslett

 

A7 schedulers like @buffer @hootsuite @hunspot are ideal. You can keep everything consistent #cmworld

@lifeofaworkgirl

 

@LaToyaReports @CrowdContent we’d love to see you in September! #cmworld

@CMIContent

 

@CMIContent @webmastergirl @SproutSocial @hootsuite YES. Use automation RIGHT to free you for real engagement! #cmworld

@ChristinKardos

 

A6 @tacobell is a fantastic one #cmworld

@benfigo

 

A7: Depends. Software integration based on customer service, marketing, etc.? #cmworld

@connieurway

 

A8 I know they’re an overused example, but Red Bull are brilliant at it. Live events, print mag, native mobile apps, website… #cmworld

@jfdimark

 

A8 all providing a consistent look, feel and brand experience. But then they do have over 100 people dedicated to achieving it! #cmworld

@jfdimark

 

MT @jfdimark: A7 Not software, but I’m sure everyone here will agree – personas & concrete goals most essential items for success #cmworld

@ardath421

 

A8. @Nike is doing awesome things with video on Instagram, while engaging with folks individually on Twitter. #cmworld

@fourdollarvegan

 

@admom1 @SFerika @mikemyers614 we’re so truly lucky! #CCOmag #cmworld

@CMIContent

 

A8; Still a fan of the Lowes ‘Fix in Six’ Vine video campaign. They do a great job customizing for each distribution method. #cmworld

@mikemyers614

 

A8 I think you guys also do a great job w/ books, events, magazine, podcasts, good mobile experience…go @CMIContent! #cmworld

@jfdimark

 

A8) I swear I’m not pandering but… um… @CMIContent. One reason I’m such a regular and a fan. #GoOrange #cmworld

@ChristinKardos

 

Q9: Lowes is great. Vines are A+, and in multiple channels #cmworld

@SueBrady

 

@jfdimark agreed. Goals/objectives, KPIs, and scoping out opportunity effort vs value BEFORE blindly adding to content cal. #cmworld

@kmullett

 

By Q9 I meant A8! 🙂 #cmworld

@SueBrady

 

@CMIContent @LaToyaReports Awesome, we’ll meet up for sure! #cmworld. You’re always welcome to come visit us too. 🙂

@CrowdContent

 

A8: @DunkinDonuts does multi-channeling well #cmworld

@connieurway

 

A7 @hootsuite is good. @TheSocialReport is also helpful. Project management software such as @mangospring be help internally. #cmworld

@SMDGNWI

 

MT @jfdimark A8 Red Bull is brilliant at it. Live events, print mag, native mobile apps, website… #cmworld

@CMIContent

 

A8 I recently read a case study on @eConsultancy (https://t.co/lV8UdF4H1r) about Mothercares’ new #multichannel #strategy #cmworld

@jfdimark

 

A8 that sounded interesting and like they’re doing a lot of the right things, but it’s not something I’ve experienced personally #cmworld

@jfdimark

 

@webmastergirl @CMIContent Have used @hootsuite for several years. Generally happy w/platform. #cmworld

@bendgibbons

 

@jfdimark Yes! Have over 100 people working on publishing (and not on the beverage at all). #cmworld

@mikemyers614

 

@benfigo @tacobell We’d have to agree! #cmworld

@ThinkSEM

 

@mikemyers614 Very cool. We will have to check that out! #cmworld

@ThinkSEM

 

@mikemyers614 Apparently they don’t actually try to measure results (according to an interview with their agency I read, anyway) #cmworld

@jfdimark

 

A8: I would say @WholeFoods is great in multi-channel strategy. Love the content they post #CMWorld

@nyccoleee

 

Late, but A7) Did we mention visuals? @Canva helps me create for all channels. For free. Everyone should use it. 🙂 #cmworld

@ChristinKardos

 

@ThinkSEM https://vine.co/Lowes #cmworld

@mikemyers614

 

A8 I do think on the whole most brands still have a ways to go with multichannel…but now we’re already moving on to omnichannel! #cmworld

@jfdimark

 

@ChristinKardos @Canva Still have to get into Canva but the preset dimensions are really cool! #cmworld

@ThinkSEM

 

@ChristinKardos @Canva Thanks! I’ll check it out. #cmworld

@LaToyaReports

 

@CMIContent: A8: LOL the marketers! You guys, @HubSpot and @MarketingProfs. Can we call @BuzzFeed a brand? #CMWorld

@webmastergirl

 

@ChristinKardos I LOVE @Canva #cmworld

@benfigo

 

@jfdimark They are in a class by themselves. #cmworld

@mikemyers614

 

@mikemyers614 Thanks for sharing the link! #cmworld

@ThinkSEM

 

A8: @Snoopy actually does a great job on multi-channels. I’m sure that will get ramped up even higher with the new movie coming up. #CMWorld

@JeremyBednarski

 

@ChristinKardos @Canva Still lagging on Canva. #needtolearn #cmworld

@SueBrady

 

@ChristinKardos @canva I love them too! #cmworld

@jfdimark

 

@SueBrady @ChristinKardos @Canva the curve is super short. Def worth it! #cmworld

@benfigo

 

MT @JeremyBednarski A8 @Snoopy actually does a great job on multi-channels. I’m sure that will get ramped up w/new movie coming up. #cmworld

@CMIContent

 

@ChristinKardos Love @canva! #cmworld

@CrowdContent

 

@jfdimark @mikemyers614 re: not measuring…don’t really need to when you’re king of the mountain…room for fun and experimenting #cmworld

@tracibrowne

 

We’ll spend the last 10 minutes asking @jfdimark questions about multi-channel marketing. Ask now! #CMWorld

 

@SueBrady @Canva I confess I may not use it too its fullest (they have great tutorials!) but that’s the beauty – the ease of use. #cmworld

@ChristinKardos

 

A8. The White House has done some pretty great marketing for the Healthcare initiative, tapping into the sites their audience visit #cmworld

@KittermanMG

 

A8 Talking of @Snoopy we probably should recognise Lego too! #cmworld

@jfdimark

 

A8 @WindyCityLIVE has a good #multichannel strategy. #cmworld

@SMDGNWI

 

@OL_FO A6 – if you make your print objects beautiful they might endure in their impact. #cmworld

@_Realized

 

@ChristinKardos @SueBrady @Canva Just wish it didn’t crash as much. #UserError? #cmworld

@mikemyers614

 

@mikemyers614 @ChristinKardos @SueBrady @canva Happened first time ever today actually, hoping it’s a one off! #cmworld

@jfdimark

 

Denny’s (@DennysDiner) has a great multi-channel presence that is very consistent & very full of personality! #CMWorld

@SparkerWorks

 

@mikemyers614 @SueBrady @Canva Hmm… I’ve never had it crash on me. Once in a blue moon there’s a lag during saving – but rarely. #cmworld

@ChristinKardos

 

@CMIContent @jfdimark How do you measure campaigns across social channels? #cmworld

@unmetric

 

@jfdimark we’re big LEGO fans here! #cmworld

@CMIContent

 

@ChristinKardos @mikemyers614 @SueBrady @Canva I had issues yesterday, but that was the first time since I’ve started using it. #cmworld

@shannonmerb

 

@mikemyers614 never had a crash either…browser issue? I use Firefox @ChristinKardos @SueBrady @canva #cmworld

@tracibrowne

 

@CMIContent You guys do a great job. From SlideShare to twitter, and everything in between. #cmworld

@CrowdContent

 

@shannonmerb @mikemyers614 @SueBrady @Canva Hmm… maybe a new bug report. Good news is, I know they’re listening. 🙂 #cmworld

@ChristinKardos

 

@CMIContent love you guys, love Tuesdays. I gotta run to another mtg. Peace out! #cmworld

@webmastergirl

 

@CMIContent @jfdimark Yes! Forgot about Lego. One of the biggest indicators they’re doing well are all the copycats. #cmworld

@mikemyers614

 

@CrowdContent awww shucks. Thank you! #cmworld

@CMIContent

 

@CrowdContent @CMIContent So nice when a brand/business practices what they preach, eh? 😉 #cmworld

@martinlieberman

 

@cereags @Cait_Waters haha! Fair enough… #cmworld

@benfigo

 

A8 and what about @sesamestreet? Their videos (like this House of Cards parody) are killing it! http://bit.ly/17PBwB4 #cmworld

@SFerika

 

@unmetric @CMIContent Well personally I use Hootsuite, Google Analytics, Eventbrite and marketing automation software as a basis #cmworld

@jfdimark

 

A8: Disclosure, I’m a #local #smallbusiness snob. Mention a mkt & I might be able to name someone in #craftbeer who does DM right. #CMWorld

@bendgibbons

 

@SparkerWorks Agreed! That plus scattered, smothered and covered hashbrowns? Genius. 🙂 #cmworld

@ChristinKardos

 

@martinlieberman @CrowdContent we try. But we do a lot of listening. And there’s a lot of learning! #cmworld

@CMIContent

 

@bendgibbons I love this answer. #ShopLocal. #cmworld

@ChristinKardos

 

@jfdimark Oh heavens; same probs last night/this morning! Can’t download. UGH #cmworld @mikemyers614 @ChristinKardos @SueBrady @canva

@admom1

 

Thanks for having me, #CMworld! Follow me on my favorite platform: Instagram! http://www.instagram.com/fourdollarvegan

@fourdollarvegan

 

A8 yes, soooo totally agree with @LEGO. No one does it like them! #cmworld

@calgarydreamer

 

@lifeofaworkgirl Looking at my msg the sarcasm comes off a little rough. I disagree w/ you but apologize for the way I did it #cmworld

@PatrickHayslett

 

@fourdollarvegan I concur that everyone should follow you on IG. Love your images! #cmworld

@ChristinKardos

 

@CMIContent & @jfdimark, here’s a q: what are some of your can’t-miss blogs or newsletters? #cmworld

@shannonmerb

 

@_Realized @CMIContent @TweetDeck Yes it is! It syncs right up with your Twitter. #cmworld

@ThinkSEM

 

@christinkardos Thank you so much! That’s so sweet! #cmworld 😀

@fourdollarvegan

 

@CMIContent @jfdimark The LEGO move made it in my deck for #SMX, because earned $ while people watched a 100 min toy commercial. #cmworld

@kmullett

 

@bendgibbons Same here. I love how @inapicklerest uses Twitter, Facebook, Instagram. Great food, too. 🙂 #smallbiz #cmworld

@martinlieberman

 

@ThinkSEM @_Realized @CMIContent @TweetDeck <— It is pretty awesome. #cmworld

@mikemyers614

 

@ChristinKardos Oh man I am so ready for lunch now! #CMWorld

@SparkerWorks

 

@mikemyers614 @_Realized @CMIContent @TweetDeck Agreed on all levels! #cmworld

@ThinkSEM

 

@CMIContent @jfdimark Everyone loves LEGO! #EverythingIsAwesome #cmworld

@SMDGNWI

 

@shannonmerb Well beyond @CMIContent I love @Buffer, @Moz, @NeilPatel, @eConsultancy, @Copyblogger, @Contently & @Hubspot #cmworld

@jfdimark

 

Great insights into multi-channel marketing challenges & creativity in conquering them from #CMWorld today. Have a great one, everybody!

@UnionMetrics

 

@SFerika I knew there was something I meant to watch today! #HouseOfBricks @sesamestreet #cmworld

@bendgibbons

 

@ChristinKardos yes find your niche in their space and message to them in their language! #CMWorld

@CharlesJMeyer

 

@jfdimark @CMIContent Cool. Thanks! Is one of these the best for multi channel marketing ideas? #cmworld

@shannonmerb

 

@UnionMetrics thanks for joining us today! #cmworld

@CMIContent

 

Is the notion of multi-channel now assumed as across diff digital media only, or are the “outdated” channels getting love too? #cmworld

@PatrickHayslett

 

@shannonmerb They’re more #contentmarketing & #social focused. @eConsultancy is good for eCommerce multichannel tho #cmworld

@jfdimark

 

@CMIContent @martinlieberman So nice! Leading by example, ftw! #cmworld

@CrowdContent

 

@CMIContent A1 Be where your audience is and message in their language. Be natural. #cmworld

@CharlesJMeyer

 

Thanks to @jfdimark and @CMIContent for a great hour today! Always fast, always good. (insert your favorite joke here) #cmworld

@mikemyers614

 

@shannonmerb also the Eventbrite blog (http://t.co/f2r0VCiGmX) is good if you want to learn more about #eventmarketing #cmworld

@jfdimark

 

Thanks for the great chat today @CMIContent @jfdimark & the entire #CMWorld community! Have a great week! #cmworld

@shannonmerb

 

Thanks @CMIContent for another wonderful chat. Nice meeting you, @jfdimark – thanks for sharing your expertise with us! #cmworld

@lindadessau

 

@mikemyers614 hey, let’s do it again tomorrow…#ContentTECH perhaps? 🙂 #cmworld

@CMIContent

 

@shannonmerb you too! Enjoy the rest of the day! #cmworld

@CMIContent

 

@mikemyers614 @CMIContent Thanks! Lots of great comments and insights #cmworld

@jfdimark

 

Thanks for a great hour today, @CMIContent & @jfdimark! Still reading great tweets. 🙂 #cmworld

@ChristinKardos

 

That was a great one, #CMWorld! See you all again next week 🙂

@SparkerWorks

 

@CMIContent And see you tomorrow for #ContentTECH & I can’t wait!!! #cmworld

@shannonmerb

 

@lindadessau always good having you with us! Happy Tuesday! #cmworld

@CMIContent

 

@mikemyers614 @CMIContent Oh this sounds cool! What time is that? #cmworld

@KittermanMG

 

@PatrickHayslett Ha – yes; EVEN print. 😉 #cmworld

@admom1

 

@lindadessau Great to meet you too, thanks for joining and sharing your insights! #cmworld

@jfdimark

 

@CMIContent A2 #brands can learn how to distribute through multiple channels with different campaigns and strategies #CMWorld

@CharlesJMeyer

 

@shannonmerb two days in a row! How lucky for us! #ContentTECH #cmworld

@CMIContent

 

@martinlieberman @InAPickleRest @ChristinKardos Amazing watching #craftbeer & #foodtruck cultures leverage social to succeed! #cmworld

@bendgibbons

 

Great talk everyone! Lots to digest! See you next time. #cmworld

@KittermanMG

 

As we’re nearing the end, quick plug for my latest @CMIContent post here: http://contentmarketinginstitute.com/2015/02/business-results-content-marketing-strategy/ #cmworld

@jfdimark

 

@CMIContent and me 🙂 #cmworld

@shannonmerb

 

Thanks to @jfdimark for joining us on our #CMWorld chat today! Now, who’s ready to tackle multi-channel marketing?

@CMIContent

 

@admom1 I’ve always felt there’s a long-tail advantage to be had w/ media that has been dropped en masse #cmworld

@PatrickHayslett

 

@ChristinKardos thank *you* for hanging with us 🙂 #cmworld

@CMIContent

 

@CMIContent A3 You should build your own “ecosystem”, campaigns should focus on adding value not selling- the money will come #CMWorld

@CharlesJMeyer

 

@CMIContent Thanks for having me, been great fun! Such a great #contentmarketing community here. #cmworld

@jfdimark

 

We’re here every Tues! Next week, let’s talk making #contentmarketing more intelligent with @valswisher! http://contentmarketingworld.com/cmworld-twitter-chats/ #CMWorld

@CMIContent

 

@CMIContent A4 Use different #promo codes, hashtags at the events, referral programs, and ways to track repeat consumers #CMWorld

@CharlesJMeyer

 

@jfdimark we do have a great community! And we are fortunate to have terrific guests like you! #cmworld

@CMIContent

 

@CMIContent A5 Use metrics- @hootsuite provides you a complete report, #twitter also now has #tweet #analytics! Do what works! #CMWorld

@CharlesJMeyer

 

@PatrickHayslett Yes. Obviously, @CMIContent agrees with you. #CCOmag #cmworld

@admom1

 

@SFerika @sesamestreet yeah, initially I was thinking, wrong audience, then it hit me … no, it’s spot on. #cmworld

@kmullett

 

@CMIContent Aw shucks! Well it’s been worth wearing my fingers down to be part of it! #cmworld

@jfdimark

 

@CMIContent A6 Anyone can benefit from any strategy if marketed toward the right niche in an effective way on their channel! #CMWorld

@CharlesJMeyer

 

Find more info on @jfdimark, visit his website http://welivecontent.com/ #CMWorld

@CMIContent

 

The lowest rates of 2015 and a chance to win free hotel…register for #CMWorld NOW! http://www.contentmarketingworld.com/cmworld-super-early-bird-chance-free-hotel/

@CMIContent

 

Thanks @CMIContent & @jfdimark for today’s #CMWorld conversation(s). It’s been a #chooseyourownadventure discussion w/great outcomes!

@bendgibbons

 

@bendgibbons glad you could spend part of your day with us! #cmworld

@CMIContent

 

@bendgibbons Thanks for joining in! #cmworld

@jfdimark

 

@admom1 thanks for your insights today! #cmworld

@CMIContent

 

Today was fantastic! Thank you @jfdimark @CMIContent. And thanks to all the participants for their great tips and insights. #cmworld

@LaToyaReports

 

@admom1 @CMIContent Even that opens another topic w/ paid vs owned print media #cmworld

@PatrickHayslett

 

@CMIContent A7 there are plenty of #socialmedia tools for example @hootsuite or @redbirdqueue look on Google #Socialmediamarketing #CMWorld

@CharlesJMeyer

 

@LaToyaReports Thanks for being part of it! #cmworld

@jfdimark

 

Thank you @CMIContent for a great discussion today! #cmworld

@kmzimm

 

@LaToyaReports thanks for joining us! Hope to see you again soon! #cmworld

@CMIContent

 

@kmzimm we appreciate you hanging out with us for the chat! #cmworld

@CMIContent

 

@CMIContent We’ll be there. Rumor has it more hotels are being built to accommodate the massive #cmworld crowd. Is this true?

@CrowdContent

 

Thanks for a great chat, @jfdimark and @CMIContent! #CMWorld

@JeremyBednarski

 

@CMIContent A8 @tide @Nike @UnderArmour @espn @warnermusic @ComedyCentral @Kpmg @beatsbydre @FanDuel @Disney @Doritos #CMWorld

@CharlesJMeyer

 

@JeremyBednarski have a good afternoon! #cmworld

@CMIContent

 

Bye all, it’s 6.08pm here in the UK and I have to head back to see the family! Thanks for much joining, hope to see you all soon! #cmworld

@jfdimark

 

@CMIContent just did a rapid round of all of the #CMWorld questions. Would love to connect with anyone from chat http://www.linkedin.com/in/cjmeyer4 #SMM

@CharlesJMeyer

 

@CrowdContent there’s a lot going on in #CLE these days and we like to think it’s all for our #CMWorld friends! #ThisIsCLE #cmworld

@CMIContent

 

.@CMIContent & @jfdimark Great conversation! Looking forward to the next #cmworld chat. #contentmarketing

@SMDGNWI

 

@ToddSocial @CMIContent find people who resonate and believe in your core “why” for the problem your solving #CMWorld

@CharlesJMeyer

 

@SMDGNWI we’ll be here. Hope to see you next Tuesday! #cmworld

@CMIContent

 

.@CMIContent & @jfdimark Great conversation! Looking forward to the next #cmworld chat. #contentmarketing

@SMDGNWI

 

Jam with us in the Rock & Roll Capital. Register today for #CMWorld. Special rates end 2/28! http://cmi.media/cmw

@KrissyLeskovec

 

@CMIContent @martinlieberman @CrowdContent listening is one of the most important things a #brand and #company should focus on #CMWorld

@CharlesJMeyer

 

Got #contentmarketing? The 2015 @CMAward is now accepting entries. Be recognized for your work! http://cmi.media/cma2015 #CMWorld

@KrissyLeskovec

 

Missed a lot of #cmworld due to a work event! Until next week!

@lifeofaworkgirl

 

@lifeofaworkgirl hope to see you then! #cmworld

@CMIContent

 

@CMIContent Now it’s real. Hotel room reserved, a plane ticket bought. See you soon. 🙂 #cmworld

@NenadSenic

 

@NenadSenic woot! Woot! Can’t wait! #CMWorld

@CMIContent

 

@tamarweiss @CMIContent I’m not sure it is always a resources issue as much as folks aren’t aware of channel differences. #CMworld

@SFerika