Traditional Media and Content Marketing: A #CMWorld with Christoph Trappe

Christoph Trappe photo_revContent marketing versus traditional advertising. What is the difference, and how can both be used together? In this latest #CMWorld Twitter chat, Christoph Trappe joined our community to talk about traditional advertising in the context of content marketing.

To learn about other ways to distribute your content, check out content marketing distribution and promotions hub.

 

Q1: How has traditional media become less effective? Where can content marketing fill the gap? #CMWorld

 

A1: Traditional media seems to not provide value like content marketing does. #CMWorld

@DavidProHQ

 

A1: I’m not sure traditional media HAS gotten less effective. In many ways it’s become smarter. #cmworld

@SueBrady

 

@CMIContent A1: traditional media still holds the same effectiveness in many ways. Content marketing seems to be a good complement #CMWorld

@rmgenson

 

When we speak of “content marketing” – is that strictly online? #CMWorld

@DavidProHQ

 

Some traditional media has seen a decline in revenue over recent years. That has impacted staffing and access to talent. #cmworld

@CTrappe

 

A1 Trad media is less effective because unlike online, it’s not as measurable who sees an ad or opens direct mail. #cmworld

@martinlieberman

 

A1: People hate the ‘hard sell.’ They’re exhausted by the robotics & want to hear/share personal stories. Pitches are tedious. #CMWorld

@SoMeDanielleP

 

“@SueBrady: A1: I’m not sure traditional media HAS gotten less effective. In many ways it’s become smarter. agree

@OL_FO

 

Lots of journalists – many of them veterans – have lost their jobs or moved on over recent years. #cmworld A1

@CTrappe

 

traditional media is not as measurable as content marketing, which means less data and less insights. #cmworld

@matchstickscl

 

A1: Traditional media & content marketing complement each other well. #CMWorld

@KoMarketing

 

I actually was a journalist early in my career and didnโ€™t know a single person who had ever lost their job to downsizing back then #cmworld

@CTrappe

 

and the same time, by integrating traditional and digital we can see bigger results and reach larder audiences. #cmworld

@matchstickscl

 

A1: Traditional media is in danger when they start focusing on quantity and neglecting quality. A consequence of the clic economy #CMWorld

@MaelRoth

 

A1: Traditional marketing has become less effective when done alone, outside the context of a wider brand story #CMWorld

@KDADouglas

 

Having talent leave the industry has an impact on effectiveness. Absolutely! #cmworld

@CTrappe

 

@DavidProHQ #cmworld why is that, David?

@DeeHolleran

 

A1: Traditional media hasn’t become less effective. It has become the driving force to digital media and content #CMWorld

@lttlewys

 

On the other hand, traditional media continues to have large audiences, but they are shifting, too. #cmworld

@CTrappe

 

@martinlieberman @ChristinKardos How do you see it as less measurable? #cmworld

@SueBrady

 

@BrandedCartoons be sure to share it around ๐Ÿ™‚ #CMWorld

@CMIContent

 

A1. Traditional media needs to step it up & relate to folks better. Times are changing. @NikonUSA and @TiffanyAndCo doing it right #cmworld

@outsider_nyc

 

A1. Traditional media is just another channel. The idea of content mktg can be transformed and used in this channel also. #cmworld

@LisaMasiello

 

People get their news online… though granted sometimes those are sites of traditional outlets. #cmworld

@CTrappe

 

A1) Audiences are more in tune with what they want to see/hear. They are able to put blinders on with traditional media #cmworld

@CrowdContent

 

@sugarsugarcg not late at all. Just getting started! #CMWorld

@CMIContent

 

A1: When I think traditional media i think of selling rather than educating. Content Marketing helps educate your buyers w/o a push #CMWorld

@Fawzy_Aya

 

I get most of my news through social media and e-newsletters. #cmworld

@CTrappe

 

@MaelRoth Totally agree, the click economy is really changing the quality. #CMWorld

@lttlewys

 

@SueBrady @martinlieberman @ChristinKardos it is less measurable because we can’t track interactions and engagement. #cmworld

@matchstickscl

 

A1: Traditional media & content marketing work together well! #CMWorld

@KoMarketing

 

A1: #Technology allows people to avoid messages in traditional media (DVR, etc.), making them much less effective. #cmworld

@mikemyers614

 

My perception is that traditional media used to have more influence, too. “Oh wow, the newspaper said that.” #cmworld

@CTrappe

 

@CTrappe Same here. Thankfully, I switched from print to online content just in time. (But I still love print.) #cmworld

@martinlieberman

 

@DeeHolleran people view traditional media as where advertising takes place, generally. #CMWorld What are your thoughts?

@DavidProHQ

 

But even today, people still listen to whatโ€™s said by traditional media outlets. #cmworld

@CTrappe

 

Ah, the worlds of journalism and marketing intersecting. Time to join #cmworld to discuss traditional media & content marketing!

@aktetreault

 

A1. It is easier to measure #ROI/ROE with social media/blogs and generate new leads than a magazine or TV ad. #CMWorld

@KylaK

 

When you say traditional media, what falls under that umbrella for you? #cmworld

@MBDinBHAM

 

A1 Traditional media ran into barriers btwn publishers & consumers like TiVo etc. Content mktg isn’t up that curve…yet #CMWorld

@PatrickHayslett

 

@mikemyers614 I totally agree, Mike. I am an avid commercial skipper. #cmworld

@ChristinKardos

 

@SueBrady @ChristinKardos With email or web content, you know who opened or clicked. With print, you can’t tell. #cmworld

@martinlieberman

 

@outsider_nyc agreed! @NikonUSA does a phenomenal job of reflecting and engaging the modern consumer. #cmworld

@ChiDPI

 

Made it! (The boss needed to go for a walk ๐Ÿ˜‰ I will catch up via @tchatio #cmworld

@lindadessau

 

Q2: On the other hand, what is the biggest opportunity in traditional media for content marketers? #CMWorld

 

*hugs @lttlewys great to see you this morning! #CMworld

@SFerika

 

A1: I actually hate the phrase “traditional” in this context. People are people. It’s about the content, not the tool (as I say) #CMWorld

@SoMeDanielleP

 

@mikemyers614 Totally! Netflix is a prime example. ads? what ads? #cmworld

@CrowdContent

 

Journalists need content and expertise. Content marketers can help with that. #cmworld A2

@CTrappe

 

#cmworld many of those traditional journalists create today’s best content. One works for me.

@av8r2000

 

Netflix does a great job @CrowdContent @mikemyers614. #spotify on the other hand = the worst ads Iโ€™ve heard in a long time! #cmworld

@matchstickscl

 

Clarification: I was defining Trad Media as DM, DRTV, Ads etc. #cmworld

@SueBrady

 

@ChristinKardos It’s just too easy and many (newspapers in particular, just haven’t made changes to keep up. #cmworld

@mikemyers614

 

@CTrappe traditional media such as newspaper and magazines may have declined but they are expanding online #CMWorld

@KylaK

 

@CTrappe Agree and your execs are still most excited about being quoted in the big media #CMworld

@SFerika

 

A1 Constant exposure dulls the senses. Marketing needs to evolve to continue to be effective. The classification is irrelevant ๐Ÿ™‚ #cmworld

@Beymour

 

You shouldn’t be doing content marketing if it’s not in an area of expertise. #cmworld A2

@CTrappe

 

A1. Channels of comm are constantly evolving; key is to figure out where your audience spends time & how they like to be spoken to #CMWorld

@UnionMetrics

 

A2) As many have mentioned – we like seeing more education and storytelling on the traditional side of the house. #cmworld

@ChristinKardos

 

@LRMoore @CTrappe Same here. Sad, maybe? #cmworld

@MontseCano

 

@MBDinBHAM Great Q. I’m answering as if traditional media = print. Does traditional media = ads and more push mktg? #cmworld

@martinlieberman

 

What is ‘newspaper’? #cmworld

@BrandedCartoons

 

A2. There are so many niche magazines out there. Take out the time to cater those groupsโ€”like @Airbnb’s Pineapple! #cmworld

@outsider_nyc

 

@SFerika Hiya!! I sneak in a little late, hoping @cmcphillips didn’t notice ๐Ÿ˜‰ #CMWorld

@lttlewys

 

A2: Traditional media has a larger reach than online media. #CMWorld

@DavidProHQ

 

Hello #CMWorld

@connieurway

 

Content marketers who share their expertise effectively can get it amplified by traditional media. #cmworld

@CTrappe

 

traditional is changing because people are desensitize. content marketing done properly is parallel with consumer interest. #cmworld

@matchstickscl

 

@martinlieberman @ChristinKardos If talking DM there are codes or trackable TFNs. Otherwise, yes, hard to track. #cmworld

@SueBrady

 

@ChristinKardos agreed! #CMWorld

@DavidProHQ

 

Traditional media look for experts to help with context. #cmworld

@CTrappe

 

A1: Traditional, new, social… good content marketing educates, informs & entertains an audience if you know where they hang out. #CMWorld

@BridgerHowes

 

So true @SoMeDanielleP. It’s about your content and audience. Go where your audience is. Online? Traditional? Just go. #cmworld

@LisaMasiello

 

The key is that you’ll have to add context. Sharing marketing messages is not context. It has to be authentic. #cmworld A2

@CTrappe

 

@lttlewys @SFerika @cmcphillips oh we have our eye on you lol #CMWorld

@CMIContent

 

@MBDinBHAM Billboards, brochures, fliers, newspaper & magazine advertising, even publishing your own magazine. #CMWorld

@SparkerWorks

 

A2: We have to make the effort to meet people where they are. That varies by audience, but includes print, digital, mobile, etc. #CMWorld

@SoMeDanielleP

 

& markets cleansed โ€œ@SueBrady: A1: I’m not sure traditional media HAS gotten less effective. In many ways it’s become smarter. #cmworldโ€

@BridgerHowes

 

@lttlewys @cmcphillips don’t worry I was tardy as well… ๐Ÿ˜‰ #CMworld

@SFerika

 

@marklongbottom_ @ChristinKardos Not shocking to me. #cmworld

@CTrappe

 

@connieurway good morning! Good to see you! #CMWorld

@CMIContent

 

A2: Still opportunities for traditional #media, especially with audiences who appreciate them, e.g., commuters and radio/audio #cmworld

@mikemyers614

 

@SFerika @lttlewys @cmcphillips welcome! glad you’re here ๐Ÿ™‚ #cmworld

@matchstickscl

 

@SoMeDanielleP I so agree, Danielle! The word “traditional” also has a stigma attached to it – old-fashioned #cmworld

@aktetreault

 

@CTrappe To add to that, I recently read that the best content marketers are only looking to help share expertise, not get coverage #CMWorld

@rmgenson

 

@CMIContent A1: It’s just too easy to skip or ignore traditional ads. Content marketing figures out how to earn it. #CMWorld

@atxcopywriter

 

@KylaK what I’ve done in the past, is set up separate domains for a particular media (TV, radio, etc.) and watch my KPIs #CMWorld

@DavidProHQ

 

@CTrappe Thatโ€™d depend on the content, channels, timing, etc. Any examples? #cmworld

@MontseCano

 

A2: Trad’l can drive traffic to appropriate and relevant content; to website for sales etc. #cmworld

@SueBrady

 

A1: Your audience should dictate the content marketing method you choose. For some, print is seen as trusted and permanent. #cmworld

@vvcarr

 

If you’re not in #CMWorld chat right now, you’re missing a very lively discussion! #cmworld

@ChristinKardos

 

Q2: Traditional advertising can still generate a level of traffic that content alone can’t, which helps extend content reach #CMWorld

@KDADouglas

 

completely agree. it’s about sharing knowledge and connect with consumers not plugging your brand or product @rmgenson @CTrappe #cmworld

@matchstickscl

 

@rmgenson @CTrappe I think if you maintain this mentality of helping & sharing, you will ultimately gain great attention #cmworld

@movystream

 

A1: Traditional media steers whereas content marketing mobilizes #CMWorld

@connieurway

 

I see traditional media as (more) vehicles for content delivery – still ways of getting your message out to your target audiences #cmworld

@dwheeler11

 

@vvcarr Absolutely. If your audience is mostly LinkedIn, don’t market to Ello users (is that still a thing?) #cmworld

@outsider_nyc

 

People think they are skipping and ignoring…but they aren’t. Mass impressions are still super-effective. #cmworld

@BrandedCartoons

 

A2: Traditional media that has survived & thrived has engaged audience receptive to educational messages; priceless audience. #CMWorld

@BridgerHowes

 

A2 Web can be so targeted/segmented. Traditional (offline/mass) media can bring new audiences to your content. #cmworld

@martinlieberman

 

Traditional media will always appeal to certain audiences and that’s why we cannot ignore it. #cmworld

@Liliholl

 

@matchstickscl oh gosh! they plug themselves after every song it seems! #cmworld

@CrowdContent

 

Q2: Traditional events are a great source of content #CMWorld

@KDADouglas

 

Content marketing is kind of like brand journalism. Brand journalism is journalism from a brand. Not about a brand. #cmworld

@CTrappe

 

@BridgerHowes but is traditional marketing really engaging audiences? not sure that’s the case as compared to content marketing. #cmworld

@matchstickscl

 

@matchstickscl @martinlieberman @ChristinKardos promo codes, unique TFNs, other methods! #cmworld

@SueBrady

 

@mikemyers614 All about rwaching audiences where they may be! #cmworld

@MontseCano

 

A2 Traditional media helps w/ continuity in your content mktg. With more media pts, you have to think how parts relate to whole #CMWorld

@PatrickHayslett

 

Traditional for awareness. Content for conversion. #cmworld

@BrandedCartoons

 

Q3: In the world of digital, print has a certain cachet. Do you agree? How do you find opportunities in print? #CMWorld

 

@matchstickscl @CTrappe Took me a little while in the industry to truly understand that, but it’s an incredibly valuable lesson. #CMWorld

@rmgenson

 

@CMIContent A2: Integration. Brands have money, traditional media has respect/eyes. Just have to do it so they don’t lose respect #CMWorld

@atxcopywriter

 

@KylaK yep! I agree. ๐Ÿ™‚ #CMWorld

@DavidProHQ

 

@outsider_nyc – LOL I don’t even know what Ello is ?!? #cmworld

@vvcarr

 

A2: Great content can live anywhere and everywhere. It’s all about reaching your audience with the right message at the right time. #CMWorld

@sugarsugarcg

 

A3. Three words: Game of Thrones. People still read the @nytimes and a good print ad can make a big difference. #cmworld

@outsider_nyc

 

Sorry, it took me this long to get connectivity! #cmworld Late A2 answer on previous tweet!

@Liliholl

 

@MontseCano Exactly…in the way they prefer! #cmworld

@mikemyers614

 

A3: Yes, since many of our subscribers still love it. MT @CMIContent Q3: In the world of digital, print has a certain cachet. #CMWorld

@MusicAdamT

 

For some audiences, print does offer a different level of intimacy. I agree with that. But for some audiences, itโ€™s digital. #cmworld

@CTrappe

 

@outsider_nyc Great example! #cmworld

@ChristinKardos

 

@SoMeDanielleP I see that, but it helps as a differentiator. Have an alternative that would work too? #CMWorld

@atxcopywriter

 

A2 I agree with the comments about traditional being an extension of content marketing. The emphasis on content is omnipresent #cmworld

@Beymour

 

Agreed โ€œ@BrandedCartoons: Traditional for awareness. Content for conversion. #cmworldโ€

@av8r2000

 

It all comes down to where your audience is. If itโ€™s mostly on the web, focus efforts there. #cmworld

@CTrappe

 

If thereโ€™s an established print publication, focus there. #cmworld

@CTrappe

 

A3. Print still holds a sense of legitimacy over some online sites. Opportunities? Keep up on their editorial calendars. #cmworld

@LisaMasiello

 

@vvcarr @outsider_nyc It’s quite possible many people have already said goodbye to Ello. #cmworld

@MusicAdamT

 

A #cmworld chat always brightens up the day. Today’s topic: traditional media and #contentmarketing

@tiffanyiswrite

 

A3: That’s because it’s so hard to get your work in print, whereas anyone can open a blog on http://Wordpress.com #cmworld

@aktetreault

 

A3: I work at an agency that also offers in-house printing. We try to add print to every campaign! #CMWorld

@sugarsugarcg

 

A3: Certain traditional media vehicles still command huge respect especially in B2B & niche sectors. #CMWorld

@BridgerHowes

 

A3: Zigging when others are zagging (using print in a digital world) can be one way to stand out. #cmworld

@mikemyers614

 

A3: Print can extend the life of digital too if done in a timely way. #cmworld

@SueBrady

 

A3: Different people have different learning styles. Some simply respond more strongly to tactile objects than on-screen images. #CMWorld

@SoMeDanielleP

 

A3) Print is great in places like undergrounds, metro, tube coz you can still reach ppl on the move! #cmworld

@Liliholl

 

Hugely imp. lesson. MT @CTrappe Content mktg is like brand journo. Brand journalism is journalism from a brand. Not about a brand. #cmworld

@rmgenson

 

A3: Print totally has a special place, ask people. Add something special you can only get with the print. #CMWorld

@lttlewys

 

A3: Find print opps by making the right connections… Following journalists on Twitter, knowing PR execs, and eventually pitching #cmworld

@aktetreault

 

@outsider_nyc Yes! I wouldn’t say digital has crushed traditional like the Mountain crushed the Red Viper. Close call maybe. #CMWorld

@PatrickHayslett

 

A3) There’s an opportunity in print for everyone. Whether it’s the best or how much budget and effort should go there depends. #cmworld

@ChristinKardos

 

@tiffanyiswrite awwww shucks. Thanks! #CMWorld

@CMIContent

 

A3: We create flyers to push social media campaigns, repurpose blog content for project sheets, and use print to increase traffic. #CMWorld

@sugarsugarcg

 

How do you pitch stories to journalist? Quick list: Establish relationship. Share information. Be helpful. Donโ€™t shotgun releases. #cmworld

@CTrappe

 

Insert yourself into the conversation when itโ€™s relevant. And do that quickly. You can’t wait hours! #cmworld

@CTrappe

 

A2: Best opps for content marketers where traditional can’t, is customer engagement #CMWorld

@connieurway

 

Is there even such as thing as “traditional media” any more? It’s about getting people information in whatever form they use. #cmworld

@tiffanyiswrite

 

A3: Print is a good way to extend brand awareness with the digital campaigns. #cmworld

@DavidProHQ

 

A3: Also use services like HARO to find opportunities for positive press for the agency and clients. #CMWorld

@sugarsugarcg

 

A3: For sure! Print can be a great way to stand out. 78% of consumers react to direct mail immediately. @CMIContent #cmworld

@vvcarr

 

Just like other parts of content marketing, don’t sell! Connect. Add value. #cmworld

@CTrappe

 

Hello Every one i am new on this chat!! May i join you all #CMWorld

@TalentLeopard

 

A3 The cachet of print is that it’s circulated online. News is the biggest driver of social conversation. #CMWorld #contentmarketing

@JulieY

 

A3: Esp at events, people like taking your eBook or your one pager. We even tried a printed infographic and people loved it. #CMWorld

@Fawzy_Aya

 

@CMIContent A3: I try to find opportunities with outlets that offer both print and digital. Gives you more options for success. #CMWorld

@rmgenson

 

A3 Print is more permanent. And because it’s pricey, emphasis is really on quality, not quantity. #cmworld #printlives

@martinlieberman

 

. @CMIContent From a PR standpoint, print has cachet! Love walking into clients office & seeing framed article on the wall. #CMWorld

@MBDinBHAM

 

@TalentLeopard Hi and welcome! You’ll enjoy it. ๐Ÿ™‚ #cmworld

@ChristinKardos

 

I sometimes prefer print because you know when you are done reading something. There’s always one more link online to follow. #cmworld

@CTrappe

 

@sugarsugarcg Yep! Nothing lives in a bubble. Ideally all parts work together for a common goal #cmworld

@gobrandsgo

 

@MusicAdamT @vvcarr Definitely. It had good traction at first, but didn’t have the design & intuition to last. #cmworld

@outsider_nyc

 

@MontseCano @LRMoore @CTrappe News media covers so much junk. Arguably, much of the important stuff rises to top in social media #CMWorld

@atxcopywriter

 

@ChristinKardos This is totally the place to talk about this great star. #CMBestInTheWorld #CMWorld http://t.co/KEWqwUke7P

@MusicAdamT

 

Like wearing a hat! MT @mikemyers614:A3: Zigging when others are zagging (using print in dig world) can be 1 way to stand out. #cmworld

@SueBrady

 

@TalentLeopard absolutely! Jump in anytime! #CMWorld

@CMIContent

 

Q3: Using print as one element of an integrated campaign e.g. topical content online, email tips, promotional offer in print etc. #CMWorld

@KDADouglas

 

@mikemyers614 Plus, print really does last forever and doesn’t get as easily lost in all the other digital content mess. #CMWorld

@rmgenson

 

@atxcopywriter I prefer to call it what it is: print, digital, social…Essentially, “traditional” is just code for “not digital.” #CMWorld

@SoMeDanielleP

 

@outsider_nyc @vvcarr Gotta go in thinking a few steps ahead. It arrived. It went phfffft. #CMWorld

@MusicAdamT

 

A3: Print as a format is trusted a lot more then web. a lot of opportunities for brands there. But less measurable & more expensive #CMWorld

@MaelRoth

 

exactly @CTrappe. show the consumer who your product or service is worth purchasing through strong content. don’t sell it. #cmworld

@matchstickscl

 

@SueBrady A really cool hat ๐Ÿ™‚ #cmworld

@mikemyers614

 

Lurking the #CMWorld chat. Good stuff so far, guys!

@MShelapinsky

 

Holding a printed publication does feel different! Yea, I said it… there. #cmworld

@CTrappe

 

is that Indiana jones? @mikemyers614 @SueBrady #cmworld

@matchstickscl

 

@DavidProHQ Is that really still true? I guess it depends on your audience. #CMWorld

@atxcopywriter

 

@DeeHolleran @cmworld True! I follow at least 100 journalists on Twitter, and they’re super active. #cmworld

@aktetreault

 

@MShelapinsky jump in if you want. We don’t bite ๐Ÿ™‚ #CMWorld

@CMIContent

 

A2: The biggest opportunity in Content Marketing is mastery. People need to do the work and learn their craft. #cmworld

@NickKellet

 

@CTrappe But now there are often follow-up links in print so I have to rip out the page or have my device handy ๐Ÿ˜‰ #cmworld

@lindadessau

 

A3: Printed helps grab people they’ll likely skim to see if they’re interested. Digital you don’t know if they’ll see your content. #CMWorld

@Fawzy_Aya

 

Q4: Should content marketers pitch digital media the same way they’d pitch print/traditional media? #CMWorld

@CMIContent

 

@tiffanyiswrite Wise words. Though the term indicates perception of each medium more than the actuality, IMO. #cmworld

@MusicAdamT

 

@Fawzy_Aya I always get overwhelmed with physical collateral at events though, & it all gets thrown out if Iโ€™m flying home. #CMWorld

@SparkerWorks

 

@rmgenson @mikemyers614 I’ll save magazine issues for years (and do!). Web articles are quickly disposed. #cmworld

@martinlieberman

 

@CTrappe – Totally agree – it is all about striking the right balance. #cmworld

@vvcarr

 

A3: Strong design goes a long way in print. Creating a tangible storytelling experience still a key part of who we are. #CMWorld @CMIContent

@_Touchpoint

 

I actually think that pitching something might not be the best approach to connect with journalists anyway. #cmworld

@CTrappe

 

@SparkerWorks @Fawzy_Aya Me too, but I do usually save the magazines! #cmworld

@lindadessau

 

@CTrappe which is also why @Airbnb moves towards print as well I guess ๐Ÿ™‚ #CMWorld

@MaelRoth

 

A3 Print media is great for certain niches, but the ROI can be hard to track. Also good for balancing a wobbly coffee table ๐Ÿ™‚ #cmworld

@Beymour

 

@martinlieberman Is it more permanent if Iโ€™m just going to toss it in the recycling? #CMWorld

@SparkerWorks

 

A3: Print also has cache because there’s a higher barrier level to entry. Not just any hack can throw something up & go to work #CMWorld

@PatrickHayslett

 

What if we forget about pitching stories to journalists and instead focus on establishing ourselves as the experts online? #cmworld

@CTrappe

 

@tiffanyiswrite And when you’re working for a newspaper that’s been here 160 years? Traditional may not be old enough! #CMWorld

@MusicAdamT

 

@martinlieberman @rmgenson @mikemyers614 sure but at your buying anything from those magazines? #cmworld

@matchstickscl

 

@atxcopywriter yep, it does depend on your audience. The more reach aspect I was referring to was mostly television. #cmworld

@DavidProHQ

 

@CTrappe Right? It might just be more noise for them…. #cmworld

@ChristinKardos

 

@CMIContent unfortunately work comes first. #CMWorld takes a close second.

@MShelapinsky

 

When itโ€™s relevant, reach out to journalists and share relevant information. #cmworld

@CTrappe

 

A2: Too many people are just kicking the content tires. You won’t win without a deep understanding of media & a clear strategy #cmworld

@NickKellet

 

@martinlieberman @rmgenson Reminds me of photographs… #cmworld

@mikemyers614

 

I have always hated newspapers because of the format – foldouts, jumping to different pages to follow an article, and messy ink! #cmworld

@dwheeler11

 

โ€œHello, Mrs. Journalist. I posted this to my blog. You might find it interesting. Happy to offer more context for your readers.โ€ #cmworld

@CTrappe

 

@rmgenson @mikemyers614 But direct mail used to get lost in junk mail, too…it’s just a shift in delivery. Quality content wins. #CMWorld

@SoMeDanielleP

 

@martinlieberman (I mean, not me personally, but you see people do that especially at large events w/tons of printed items.) #CMWorld

@SparkerWorks

 

Yes! MT @CTrappe: What if we forget about pitching journalists and instead focus on establishing ourselves as the experts online? #cmworld

@lindadessau

 

Q3: So many companies have stopped print ads now that it can actually be a means of standing out #CMWorld

@KDADouglas

 

@tiffanyiswrite great question. Yes, traditional media is upheld by the inertia of media buying systems. It’s easy to buy at scale. #cmworld

@JeffLHerrmann

 

@rmgenson @CTrappe Or manage to seem that way (really they are wanting that coverage and measuring success by it) #CMWorld

@atxcopywriter

 

A4. Why not? After all, in that role you are simply seeking publicity for your product or service. (PR a whole different matter…) #CMWorld

@jgombita

 

A4: No, no and no… you can’t pitch print and digital the same, they are different animals! #CMWorld

@lttlewys

 

Q4: I don’t think we should pitch anything ร  la carte. Focus on ways to integrate of variety of media, traditional and digital. #CMWorld

@sugarsugarcg

 

A4: As with anything, depends on what kind of content you’re pitching. Some content can play better, though. @givory @CMIContent #CMWorld

@MusicAdamT

 

A4: I don’t think we should pitch anything ร  la carte. Focus on ways to integrate of variety of media, traditional and digital. #CMWorld

@sugarsugarcg

 

I hardly ever jump from print to web. Hardly ever. #cmworld @lindadessau

@CTrappe

 

MT @SparkerWorks: @Fawzy_Aya I always get overwhelmed with physical collateral at events though, & it all gets thrown out …#CMWorld

@TailoredThought

 

A4. There’s much more of a sense of urgency/immediacy online. Must connect months ahead for print. #cmworld

@LisaMasiello

 

a3: Print is an opportunity to stand out. Zig when others Zag #cmworld

@NickKellet

 

A4: Close, but not exactly. When pitching print you also need to give links showing your online personal brand. That’s your cred. #CMWorld

@PatrickHayslett

 

@atxcopywriter @CTrappe Well of course, but it doesn’t come across as their singular goal (and for me, that’s key). #CMWorld

@rmgenson

 

@CTrappe Sometimes it’s irresistible to me #cmworld

@lindadessau

 

@CTrappe @lindadessau Interesting! I find myself doing this more and more. #cmworld

@ChristinKardos

 

MT @sugarsugarcg: A4: I don’t think we should pitch anything ร  la carte. Focus on ways to integrate of variety of media #CMWorld

@CMIContent

 

A4) Pitch should be dif. Print/traditional media tends to be more immediate bottom line driven. Digital tends to be more long-term #cmworld

@CrowdContent

 

@lindadessau @Fawzy_Aya I have learned to be honest with myself. 99% of those things never get read. Why keep the clutter & guilt? #CMWorld

@SparkerWorks

 

GREAT point here: @KDADouglas: So many companies have stopped print ads now that it can actually be a means of standing out #CMWorld

@Beymour

 

@SparkerWorks Well, then, they’re not permanent to you. ๐Ÿ˜‰ OTOH, if I have an issue I like, I put it aside and refer back later. #cmworld

@martinlieberman

 

MT @NickKellet: A2: Too many ppl are just kicking the content tires. You won’t win w/o a deep understanding of media/clear strategy #cmworld

@pamelamuldoon

 

Digital I mean, not print. Shame on me. #CMWorld

@PatrickHayslett

 

A3: Printing your Instagrams as notelets / cards is a cheap accessible way to get back into print. #cmworld

@NickKellet

 

Traditional and new digital marketing methods are coexisting to create effective campaigns and maximize ROI. Mix and max! #cmworld

@vvcarr

 

Q4: I think we should pitch quality. Always quality content. THEN find the medium that makes most sense for your story/audience. #CMWorld

@SoMeDanielleP

 

@SoMeDanielleP @rmgenson Good points, there is clutter in both digital and print…message still has to break through. #cmworld

@mikemyers614

 

A3: Send pitches, try to develop relationships with editors. Or create your own, like you guys did @CMIContent #CMWorld

@atxcopywriter

 

Print is only effective when you get it in front of people. I will not walk to the end of my driveway! #cmworld

@CTrappe

 

@NickKellet I love this tip. Sometimes the simplest things can be done and… voila. #cmworld

@ChristinKardos

 

MT @mikemyers614 There is clutter in both digital and print…message still has to break through. #cmworld

@lindadessau

 

@matchstickscl @rmgenson @mikemyers614 Maybe, but regardless, I save because of the content, not the ads. #cmworld

@martinlieberman

 

MT @SoMeDanielleP: Q4 we should pitch quality. Always quality content. THEN find the medium that makes most sense for your story. #CMWorld

@CMIContent

 

Some interesting stuff coming out of the @CMIContent live Q&A right now: print in a digital world *definitely* still relevant. #cmworld

@CommonPete

 

@lindadessau @Fawzy_Aya And it kills me; my father was a printer so I deeply appreciated quality printed items! #CMworld

@SparkerWorks

 

A4: IMO pitching print vs. digital are unrelatable unless project demands it #CMWorld

@connieurway

 

A3: I loved @TedRubin’s quote – “Don’t tell me you don’t do business cards” – Many are guilty of digital fishbowl thinking #cmworld

@NickKellet

 

@ChristinKardos @CTrappe @lindadessau Sorta weird since all content by nature has to stand on its own since your audience varies. #cmworld

@MusicAdamT

 

@outsider_nyc @nytimes Need context โ€“ I’m guessing there was (an exciting) GoT print ad in a recent edition? #CMWorld

@atxcopywriter

 

In years as a reporter, I hardly ever picked up pitches! I reported on exclusives and stories from relationships. #cmworld

@CTrappe

 

Reporters are not investors. They are reporters. #cmworld

@CTrappe

 

MT @SparkerWorks: @lindadessau @Fawzy_Aya I have learned to be honest with myself. 99% of those things never get read. … #CMWorld

@TailoredThought

 

@MusicAdamT @CTrappe @lindadessau That’s absolutely true from a realistic standpoint. I’m just finding that I jump more lately. #cmworld

@ChristinKardos

 

There it is > MT @SoMeDanielleP We should pitch quality content. THEN find the medium that makes most sense for your story/audience. #CMWorld

@mikemyers614

 

A4: Depends. Pitches shouldn’t change b/c of media. They should change to meet project goals within spaces utilized. #cmworld

@LRMoore

 

@SparkerWorks Agreed. I do that too at events. I meant I save more newsstand magazines and ones I subscribe to. #cmworld

@martinlieberman

 

A3: I love the idea of Instagram printed magnets. Spontaneous, fun, cheap & low volume #cmworld

@NickKellet

 

@CTrappe I also like the different types of print materials that are available now. Great way to stand out in a pile of junk mail #cmworld

@Beymour

 

Q5: How do you find newsworthy stories and topics to pitch to the media? #CMWorld

 

I think it’s a lot harder to make an impact in print in B2B than B2C – interesting cover stories on CEOs aside. #cmworld

@dwheeler11

 

@tiffanyiswrite Oh, those are legacy. ๐Ÿ™‚ Their credibility – and the ability to flex a bit – keeps them traditional-yet-edgy. #CMworld

@MusicAdamT

 

@SoMeDanielleP Here’s that missing e #cmworld

@mikemyers614

 

@dwheeler11 I agree completely. #cmworld

@ChristinKardos

 

Make sure your definition of newsworthy aligns with your journalists’ definition. A5 #cmworld

@CTrappe

 

A5: Hire journalists – There are many available and willing to work on contract. Learn from them #cmworld

@NickKellet

 

Well said, @SoMeDanielleP. #cmworld

@LRMoore

 

@atxcopywriter They put in a double full-page ad before the show came out. Got everyone’s attention. #cmworld http://t.co/UvFAgrhAFV

@outsider_nyc

 

@CTrappe #cmworld But does interacting with you in the digital world build trust?

@DeeHolleran

 

#CMWorld it’s about knowing your audiences and what is relevant to them. The medium should follow not lead.

@av8r2000

 

The following might be newsworthy: A trend Something that impacts a lot of people Something unique Something unusual #CMWorld

@CTrappe

 

Story or media 1st is like chicken or egg. Story depends on audience, but audience might only hang out in a few media spaces. #CMWorld

@PatrickHayslett

 

@NickKellet Thatโ€™s a great keepsake if you have an Instagram photo booth from a sponsored party. Ppl more likely to keep that! #CMWorld

@UnionMetrics

 

A5: Think about telling your customer stories through their lens – not your product/ their problems #cmworld

@NickKellet

 

@MBDinBHAM @SparkerWorks I’ve been known to frame nice magazine layouts. #cmworld #printlives #godblessmagazines

@martinlieberman

 

We shouldn’t be writing articles about ourselves – unless we share a personal story to illustrate a point. #cmworld @MBDinBHAM

@CTrappe

 

A5) First, make sure that you’re as objective as possible and that a journalist might reasonably find value. Not your mom/friends. #cmworld

@ChristinKardos

 

@OL_FO If it promises useful related information or another side to the story #CMWorld

@lindadessau

 

A5: Journalists are just influencers – you are just chasing earned media – #cmworld

@NickKellet

 

A5: How to find newsworthy topics? Ask your audience what they want to hear/learn about, then create it, use media to promote it. #cmworld

@mikemyers614

 

@MBDinBHAM Then I will get a copy. #cmworld

@CTrappe

 

@rmgenson Agreed. That tactile feeling can’t be replaced. Also, I’ll take mag with me to restaurant/beach/pool. Not my tablet. #cmworld

@martinlieberman

 

@lindadessau Hooray for Barrie, Ont! I spent every summer in the 1980s in Wasaga Beach. #CMworld

@MusicAdamT

 

@CTrappe @MBDinBHAM Agreed as to content marketing. Personal stories rock and should be told… but they’re not content marketing. #cmworld

@ChristinKardos

 

A5: Know the difference between a story and a marketing statement. #cmworld

@BrandedCartoons

 

@CMIContent #cmworld Relationship building with reporter – know what they need. Add value to relationship

@DeeHolleran

 

A5 Being newsworthy – Research media targets and connect clients with key trends in the marketplace. #CMWorld #contentmarketing

@JulieY

 

@martinlieberman I have over a yearโ€™s worth of unread mags ๐Ÿ™ I should probably give up & recycle them. No time to read them all! #CMWorld

@SparkerWorks

 

When a print publication publishes an article, I kind of expect to find it online, too. Usually the case. #cmworld

@CTrappe

 

A5: Stop quoting other people and have a distinct voice. The media will find you. Be accessible #cmworld

@NickKellet

 

@SoMeDanielleP Interesting, cause I still feel like an ad that plays when I watch TV on Hulu is “traditional” although digital #CMWorld

@atxcopywriter

 

@NickKellet And useful! #CMworld

@SparkerWorks

 

@NickKellet We also accept leftover bourbon as payment. #CMworld

@MusicAdamT

 

@MBDinBHAM I misread your Tweet… updated Tweet posted. #cmworld

@CTrappe

 

A5: Use audience feedback/questions and look for opportunities to inform them about a current topic/need. #CMWorld

@sugarsugarcg

 

A5: And stop telling yourself you have nothing to say – You simply have a mindset problem #cmworld

@NickKellet

 

@SoMeDanielleP I guess I think more in terms of the difference between interruption and attraction marketing #CMWorld

@atxcopywriter

 

A5: Google trends ๐Ÿ™‚ #cmworld

@DavidProHQ

 

.@Beymour @CTrappe Check out CMI podcast-FoldFactory story for different print ideas http://contentmarketinginstitute.com/claim-your-fame/#.VL6Qc5vwAoc.twitter via @cmicontent #CMWorld

@SandyDeWald

 

MT @NickKellet: A5: Stop telling yourself you have nothing to say – You simply have a mindset problem #cmworld

@lindadessau

 

Few people do though. โ€œ@BrandedCartoons: A5: Know the difference between a story and a marketing statement. #cmworldโ€

@av8r2000

 

Traditional marketing messages are not usually newsworthy. #cmworld

@CTrappe

 

Sorry #cmworld will have to catch up later. Tweeting on the move is not working for me today! Virgin Train’s Wi-Fi =fail!

@Liliholl

 

How about a marketing statement tactfully and appropriately placed within a story? #CMWorld

@PatrickHayslett

 

A4 Don’t think it works effectively enough. Different channels and different audience. Both have diff needs, habits, expectations #CMWorld

@OL_FO

 

A5: Sign-up to @HARO let Journalists tell you what they want and then pitch when it fits #CMWorld

@KDADouglas

 

@lttlewys @SueBrady Integrated marketing is a beautiful thing. ๐Ÿ™‚ #cmworld

@quirkyjuice

 

sales and marketing are two different things – don’t forget this when you’re writing content vs. ad copy. #cmworld

@matchstickscl

 

Elephant in the room–print is still waayyyyy better than digital while on the toilet. #cmworld

@BrandedCartoons

 

@lindadessau @CTrappe I do the thing where I mean to Google something referenced in a print article, but probably don’t #CMWorld

@atxcopywriter

 

@MusicAdamT Funny! #cmworld

@NickKellet

 

NEW POST: How to identify topic gaps in your content strategy – http://goo.gl/1YUySg #cmworld http://t.co/fWJAcRMdaH

@idioplatform

 

You have about 2 seconds to get a journalist’s attention. If you are lucky. #cmworld

@CTrappe

 

@PatrickHayslett the alarm bells still start ringing for many customers I think.. #CMWorld

@MaelRoth

 

A5) @CMIContent Newstories should have value to your audience. Listen as much as you “talk”. #cmworld

@garciagfg

 

Q6: Content is used in traditional ads. Is this content marketing? Does it even matter? #CMWorld

 

@NickKellet But also don’t force it. I’d rather wait for the right fit rather than fatigue journos w/ constant contact. #CMWorld

@rmgenson

 

@mikemyers614 Wonderfully put! It’s all about your audience. It’s all about them in the end, right?! #cmworld

@CrowdContent

 

@PatrickHayslett #CMworld That’s just PR 101 — stay on message,

@DeeHolleran

 

haven’t had luck with @HARO in a while. have you used it recently @JeffLHerrmann @KDADouglas? #cmworld

@matchstickscl

 

@CMIContent A5 I regularly search @BuzzSumo for my key topics to see what’s resonating. #CMworld

@SFerika

 

@BrandedCartoons The data around the number & type of germs on smartphone screens might argue with you there ; ) #CMWorld

@SparkerWorks

 

@CMIContent It’s important to make any brand connection clear โ€“ you can’t pitch like your a journalist not getting paid for it #CMWorld

@atxcopywriter

 

A5: Through authorities, action research and problem-solving re-invents topics of interest for me #CMWorld

@connieurway

 

A5: Getting good on Twitter is sound advice. Think fast. Be brief. Get some god damn balls #cmworld

@NickKellet

 

@MaelRoth Disagree. Alarm bells ring from irrelevant mktg. When it’s a logical extension of a valuable story, it works. #CMWorld

@PatrickHayslett

 

@KDADouglas – @haro has been an incredible resource for me throughout my PR career. Such a smart tool for all companies to use. #CMWorld

@rmgenson

 

Ads are not content marketing usually. But the best ads and the best content marketing tells stories-ones that are meaningful. #cmworld

@CTrappe

 

@PatrickHayslett Iโ€™m very turned off if Iโ€™m reading a story that turns out to be a vehicle for an ad; feels like a trick. #CMworld

@SparkerWorks

 

@BrandedCartoons Unless you have a sick setup like this guy… #cmworld http://t.co/rYlDXdwB1S

@Beymour

 

@rmgenson agreed #cmworld Hard to have fatigue if you are silent.

@NickKellet

 

@CMIContent A6 not all marketing content = #contentmarketing. Depends entirely on the POV. #CMworld

@SFerika

 

@CrowdContent Thanks! Yes, totally agree. They pay the bills. #cmworld

@mikemyers614

 

Q6: content is not defined by the channel, good content is good content wherever so doesn’t matter #CMWorld

@KDADouglas

 

advertising and marketing are two different beasts within the same family. don’t confuse the two! @nandari_nannan @CMIContent #cmworld

@matchstickscl

 

@SparkerWorks @Fawzy_Aya Me too. I like magazines but other types of stuff in print (mail, pamphlets, handouts) don’t stick around #CMWorld

@atxcopywriter

 

A6: One’s paper the other paperless #CMWorld

@connieurway

 

@CMIContent A5. Chatting/getting to know people in the community. I got this story out of it: http://www.pqbnews.com/business/208348271.html – my fav. #CMWorld

@KylaK

 

A6: Content marketing is wherever you are placing your content, digital or not…IMHO. #cmworld

@SueBrady

 

@PatrickHayslett Depends on how well one does it I think. You’re not wrong though I did not say that ๐Ÿ™‚ #CMWorld

@MaelRoth

 

A6: yes if it’s sustaining a consistent message that resonates with the target @CMIContent #cmworld

@JeffLHerrmann

 

@lindadessau @SparkerWorks @Fawzy_Aya Great minds ๐Ÿ™‚ #CMWorld

@atxcopywriter

 

A5: Be the quote source, people! #cmworld

@NickKellet

 

@NickKellet As with everything, there’s a delicate balance. #CMWorld

@rmgenson

 

A6: Content is content. I don’t think we should discount any form of media. Everyone can join the content party! ๐Ÿ™‚ #CMWorld

@sugarsugarcg

 

A6: Everything is content. Not everything is #contentmarketing. #cmworld

@mikemyers614

 

@SparkerWorks Because you’re all thinking of people in the past who have done a lousy, overbearing job of it! #CMWorld

@PatrickHayslett

 

@CMIContent I think the best stories focus on the human aspect of a product or service. Put me in that story & I’m sold. #CMWorld

@JakeDParent

 

#cmworld today’s topic is really generating a huge discussion! My Twitter is about to break!

@webmastergirl

 

@CMIContent Content marketing is simply the newest name we have for the stories we communicate. #CMWorld

@UnionMetrics

 

@CMIContent A6 I regularly see food mag ads that have recipes/tips that are more #contentmarketing than brand marketing #CMworld

@SFerika

 

A6 part 2: Sales copy taint really content mkgt. #cmworld

@SueBrady

 

@webmastergirl great discussion going on! #CMWorld

@CMIContent

 

“Daddy, read my some stories.” – @smtrappe, age 7 / She doesn’t ask me to read content. Stories connect. #cmworld

@CTrappe

 

A6: All that matters is effectiveness. The only people who know the labels are the ones doing the marketing, anyway. #CMWorld

@SoMeDanielleP

 

A6: Get out of the stove pipes & silos. You need one message deliver omnimedia in media adjusted/optimized formats #cmworld

@NickKellet

 

A6 (1) Traditional media is visual merchandising, whereas digital media is storytelling and engagement opps #CMWorld

@connieurway

 

@MaelRoth Most people do it wrong for sure. That’s why it can be so powerful to the few who get it right. But boy are they few…#CMWorld

@PatrickHayslett

 

@DavidProHQ Which still has a huge reach…but less so for me and a lot of other 20-somethings w/o cable #CMWorld

@atxcopywriter

 

@KDADouglas In the words of @KevinSpacey “people care about the content, not the platform” #CMWorld ๐Ÿ™‚

@MaelRoth

 

A6. Most marketing is content-based, but “content marketing” involves an overall plan + targeted dissemination channels + analytics #cmworld

@dwheeler11

 

@NickKellet but I’ve invested all my 2015 budget into Stove Pipe advertising! #cmworld

@BrandedCartoons

 

@SueBrady #cmworld True. 101 ways to use baking soda springs to mind.

@DeeHolleran

 

A6: Unless you have Apple’s deep pocket’s, you need to fuze you print and digital and social. #cmworld

@NickKellet

 

@dwheeler11 I agree! I never could get used to the size and inconvenience #CMWorld

@atxcopywriter

 

YES! โ€œ@QJakeDParent: I think the best stories focus on the human aspect of a product or service. Put me in that story & I’m sold. #CMWorldโ€

@av8r2000

 

A6: Content marketing is about delivering content to your audience in a all places they are searching for it- Def from @JoePulizzi #CMWorld

@Fawzy_Aya

 

MT @CTrappe: Ads are not content marketing usually. The best ads & best content marketing tells stories-ones that are meaningful. #cmworld

@CrowdContent

 

A6: Sometimes ads can become content marketing, e.g. when ads go viral and brands find additional opportunities to engage online. #CMWorld

@sugarsugarcg

 

A6: Also be mindful of where you get traction – print & PR can sometimes just feed exec egos & not drive $$$ #cmworld

@NickKellet

 

โ€œ@NickKellet: A5: Getting good on Twitter is sound advice. Think fast. Be brief. Get some god damn balls #cmworldโ€ @SuixtilTaylor

@TheDecorGirl

 

@av8r2000 @QJakeDParent Just putting this link out there: http://www.suebrady5.com/make-me-care-the-power-of-the-story/ #cmworld

@SueBrady

 

@mikemyers614 yes! which is why many bloggers are not Content Marketers ๐Ÿ™‚ #CMWorld

@MaelRoth

 

@CMIContent A5: Try to create them ๐Ÿ™‚ #CMWorld

@atxcopywriter

 

Q7: How can news reporters and traditional media complement content marketing efforts? #CMWorld

 

@sugarsugarcg Case in point: Super Bowl ads. ๐Ÿ™‚ #cmworld

@martinlieberman

 

@JakeDParent @CMIContent Agree! It’s all about the solution. #cmworld

@mikemyers614

 

It sunk! Get over it:) @BrandedCartoons @NickKellet but I’ve invested all my 2015 budget into Stove Pipe advertising! #cmworld

@NickKellet

 

This –> @dwheeler11 Most marketing is content-based, but content marketing involves an overall plan, targeted channels + analytics #cmworld

@Beymour

 

Journalist don’t complement what content marketers do. Many journalists believe that their job is to share news in unbiased way. #cmworld

@CTrappe

 

@outsider_nyc Thanks for the clarification! Great design. #CMWorld

@atxcopywriter

 

@MaelRoth Yep. For good or bad, they are bloggers. #cmworld

@mikemyers614

 

Sad but true โ€œ@NickKellet :Also be mindful of where you get traction – print & PR can sometimes just feed exec egos & not drive $$$ #cmworldโ€

@av8r2000

 

Don’t ask journalists to complement what you do. Offer value for THEM. #cmworld

@CTrappe

 

@MBDinBHAM @martinlieberman Well sure, my mom would frame an article about me. Doesnโ€™t mean sheโ€™d buy product in an ad a page over. #CMWorld

@SparkerWorks

 

A6: I LOVE this question. Is pure branding w/ emotional but no educational component “content?” Or must content include learning? #CMWorld

@PatrickHayslett

 

A6: Content Marketing can leverage all channels (print, online, etc). It’s about educating your audience #CMWorld

@Fawzy_Aya

 

.MT @dwheeler11: A6.Most marketing is content-based, but “content marketing” involves an overall plan+targeted channels+analytics #cmworld

@LRMoore

 

1:9:90 applies to print as much as digital – there’s always accidental readers of print #printLurkers #lurkerchat #cmworld

@NickKellet

 

A7 If you show someone enough of your work to make them want to see more, that little bit more better be engaging. #GoodContent #CMWorld

@SoMeDanielleP

 

A7 By leveraging offline channels for online campaigns and initiatives. #cmworld

@Beymour

 

And when you help journalists, their coverage might help you at some point. Sounds like content marketing to me right there. #cmworld

@CTrappe

 

@Fawzy_Aya @lindadessau We share things like that around the company too, but I doubt they all actually get read completely. #CMWorld

@SparkerWorks

 

@martinlieberman @rmgenson Yep, had this same thought earlier. Not taking an iPad to the beach. #CMWorld

@atxcopywriter

 

@av8r2000 We all love to be made to feel good! #cmworld

@NickKellet

 

@CTrappe #cmworld Public still trusts reporters more than content marketers. That’s why marketers want that relationship with reporters.

@DeeHolleran

 

A7 Traditional media can bring new audiences to your content if you promote its availability. #cmworld

@martinlieberman

 

Great chat #CMWorld gotta run

@connieurway

 

@MaelRoth @mikemyers614 Pretty much the best answer to that Q! The lines are becoming increasingly blurred. but why? #cmworld

@CrowdContent

 

You might compliment authentically what journalists do and they might end up complementing your work. #RonR ๐Ÿ™‚ #cmworld

@CTrappe

 

@CTrappe If you donโ€™t know about this source: HARO is great for learning what reporters need. #cmworld

@SueBrady

 

A7: Respect what they do. You need to understand that if you are interesting enough they will talk about you. #cmworld

@BrandedCartoons

 

@connieurway glad you could join us for part of it! #CMWorld

@CMIContent

 

The public trusts reporters? #cmworld

@CTrappe

 

@BrandedCartoons Um…yeah I relate to this #CMWorld

@atxcopywriter

 

@CTrappe No I don’t think so. #cmworld

@cbosch2003

 

The public trusts people who add value to their lives. (Not always selling is part of this, too.) #cmworld

@CTrappe

 

@NickKellet @MaelRoth @CTrappe Yeah, we’re not exactly here to help you. But sometimes, we do when it makes sense. #CMWorld

@MusicAdamT

 

@CMIContent #cmworld Reporters give you a fresh story perspective… they do the work for you and you get in front of their audience.

@webmastergirl

 

GREAT ideas being tossed around! This is why I love Tuesdays! @cmicontent #cmworld

@vishalraymalik

 

@CMIContent Building relationships that benefit everyone – education your audience with news stories and helpful tips/information #CMWorld

@KylaK

 

A7: Reporters love conveyer belt sushi buffets. Just sayin’ (hint) #cmworld

@BrandedCartoons

 

@CrowdContent @MaelRoth I think it’s because now everyone with an Internet connection can become ‘the media’. Dangerous. #cmworld

@mikemyers614

 

@cbosch2003 Yea. Somebody said they do… not sure who. Sorry, things are moving soooo fast. #cmworld

@CTrappe

 

@CTrappe Not as much as they used to, but I think part of that is due to the mass of contributors and hazy editorial definitions. #CMWorld

@rmgenson

 

@BrandedCartoons but really though, who doesn’t? ๐Ÿ™‚ #CMWorld

@CMIContent

 

A7: Journalists are slipping into the blob of paid, owned & earned media – trust is no longer guaranteed #cmworld

@NickKellet

 

@SparkerWorks @PatrickHayslett See, I’d actually be impressed if it took me a bit to pick up on it. All depends on the execution #CMWorld

@atxcopywriter

 

@mikemyers614 @CrowdContent @MaelRoth Itโ€™s also an important shift; holds big news accountable for not telling some stories #CMWorld

@SparkerWorks

 

Q8: Do you have any examples of brands who are using both content marketing and traditional media well? #CMWorld

 

We trust who we trust – it’s personal. I’d lose all generalizations #cmworld

@NickKellet

 

I always snickered at journalist’s self-impression of impartiality. I think us marketers should hire them to teach us spin ๐Ÿ˜› #CMWorld

@PatrickHayslett

 

I trust people who have a history of showing that they are trustworthy. #cmworld

@CTrappe

 

Ha! MT @PatrickHayslett: I think us marketers should hire journalists to teach us spin ๐Ÿ˜› #CMWorld

@lindadessau

 

Hmmm…. @MaelRoth @MusicAdamT @CTrappe Isn’t there a “Wanna be journalist” in everyone? #cmworld

@NickKellet

 

@CMIContent #cmworld Many of the women’s magazines … BHG, Real Simple.

@DeeHolleran

 

Some organizations building large direct channels to targeted audiences – allows them to skip traditional media outreach at times #cmworld

@kmarnoch

 

The most successful brands align departments in charge of “earned media” with (content) marketing activities. #cmworld

@CTrappe

 

@NickKellet @MaelRoth @CTrappe We call those “bloggers.” <ducks> #CMWorld #JustKidding

@MusicAdamT

 

@DeeHolleran @CMIContent yes! @BHG is a great example of a brand you can trust. #cmworld

@cbosch2003

 

By the way, do not use the term “earned media” to journalists. #cmworld

@CTrappe

 

@CMIContent #cmworld @HubSpot!

@webmastergirl

 

+1 @CTrappe: I trust people who have a history of showing that they are trustworthy. #cmworld

@martinlieberman

 

@CMIContent #CMWorld A8: @HubSpot !

@webmastergirl

 

You ultimately need direct connections to customers (email) – journalists, ads & everything else are temporary tactics #cmworld

@NickKellet

 

@lindadessau @PatrickHayslett Some journalists are better at impartiality than others. Just don’t confuse journo with “columnist.” #CMWorld

@MusicAdamT

 

Q8 @birchbox comes to mind. Fantastic blog/video posts, brick & mortar, direct mail, email…all great. #CMWorld

@SoMeDanielleP

 

@SparkerWorks @mikemyers614 @MaelRoth It also holds big brands accountable. *think ppl complaining about airlines on twitter* #cmworld

@CrowdContent

 

@atxcopywriter @PatrickHayslett Feels too much like a modern attempt @ the goofy 50s subliminal ads to me ๐Ÿ™‚ #CMWorld http://t.co/5lAj0FqxZg

@SparkerWorks

 

Good point, thanks MT @MusicAdamT: Don’t confuse journalist with “columnist.” #CMWorld

@lindadessau

 

Relationship building allows for consideration; the stronger the relationship, the more you are considered. #cmworld

@kmarnoch

 

@SparkerWorks @PatrickHayslett I’m likely to appreciate those ads too though. Kind of a fun take on advertising ๐Ÿ™‚ #CMWorld

@atxcopywriter

 

@SparkerWorks @atxcopywriter Reminds me of that “let’s all go to the lobby” retro thing they show before movies #CMWorld

@PatrickHayslett

 

First time participating in a tweet chat and it was awesome, def recommend! #CMWorld See you next week!

@Fawzy_Aya

 

@cbosch2003 @CMIContent @BHG #CMworld And they own their digital very effectively.

@DeeHolleran

 

@BrandedCartoons Umm..yum. Who wouldn’t love that?! #cmworld

@CrowdContent

 

We’ll spend the last 10 minutes asking @ctrappe questions on traditional media and content marketing. Ask now! #CMWorld

@CMIContent

 

.@SoMeDanielleP I agree. @birchbox is great at doing it all. Great print pieces in the boxes, excellent social, etc. #CMWorld

@sugarsugarcg

 

@Fawzy_Aya glad you found it useful! Hope to see you again! #CMWorld

@CMIContent

 

A8: Still like what @Lowes does in both places. Being helpful, an educator. #cmworld

@mikemyers614

 

@webmastergirl @CMIContent Agreed. @HubSpot figured out how to do it right! American Express and their @OPENforum is another ex. #CMWorld

@rmgenson

 

Q8 & since I’m in #highered, shoutout to @uofcincy & @umich for fantastic marketing efforts! #CMWorld

@SoMeDanielleP

 

@CTrappe Ha, had that same thought. #CMWorld

@atxcopywriter

 

MT @rmgenson: American Express and their @OPENforum is another example #CMWorld

@lindadessau

 

Do does healthcare drive you crazy? @ctrappe #cmworld

@NickKellet

 

Thanks @Ctrappe for all the great advice today! What an engaging 1st #CMWorld to participate in!

@rmgenson

 

@CMIContent Q8. @redbull and @Oreo are great examples. #CMWorld

@KylaK

 

@PatrickHayslett @atxcopywriter Alamo Drafthouse has ruined me for all other theaters for life! #CMWorld

@SparkerWorks

 

@rmgenson thanks for the insights today! Hope to see you again! #CMWorld

@CMIContent

 

Nope, @NickKellet. Healthcare has awesome stories. The trick is to get them shared. #hcsm #cmworld #hcldr

@CTrappe

 

I would rather talk about using content Marketing in traditional media. Maybe it’s worth defining both terms. Any propositions? #CMWorld

@OL_FO

 

@rmgenson Thanks for the conversation. #cmworld

@CTrappe

 

This was excellent…wish I could have attended earlier. Thanks for a great chat! #cmworld

@cbosch2003

 

@cbosch2003 thanks for spending part of your day with us! #CMWorld

@CMIContent

 

@MusicAdamT @lindadessau Journalists, columnists, they’re all in the drama biz like us. May have facts, but twist the context #CMWorld

@PatrickHayslett

 

Great chat #CMWorld – See you all next week!

@DavidProHQ

 

@OL_FO Traditional: If it existed 20 years ago. #cmworld

@CTrappe

 

@goldasich @orbiteers Ladies night at #CMWorld this year? I say yes! I bet we’d have no trouble rounding up some other fun-seekers to join!

@KDHungerford

 

Thanks @CMIContent and @ctrappe – good chat! #cmworld

@dwheeler11

 

Taking my jelly jams away now. See you next week. #cmworld

@BrandedCartoons

 

@CTrappe I’m sure there are great stories (I was just imagining all the red tape – I guess they could be big red bows too ๐Ÿ™‚ ) #cmworld

@NickKellet

 

@dwheeler11 @CMIContent Thank you. #cmworld

@CTrappe

 

Great #CMWorld chat today! Thanks @CMIContent and @CTrappe. Later gators… it’s time for lunch! ๐Ÿ™‚

@sugarsugarcg

 

@dwheeler11 thanks for chatting with us! #CMWorld

@CMIContent

 

@NickKellet @CTrappe It’s always challenging working on content in highly regulated industries for sure. #CMworld

@SFerika

 

@NickKellet Change leadership… #cmworld

@CTrappe

 

Thanks for a great discussion, people of #cmworld! It was my 1st chat w/ you & I loved it!

@SoMeDanielleP

 

@PatrickHayslett @lindadessau Some high-profile ones, sure. But I disagree, especially at @CDLB where we work with issues of law. #CMWorld

@MusicAdamT

 

WOW did this ever go fast! Thank you so much for a great chat everyone. #CMWorld

@PatrickHayslett

 

@KDHungerford @goldasich @orbiteers ooooh we love that idea ๐Ÿ™‚ #CMWorld

@CMIContent

 

@NickKellet @CTrappe Some of my fave healthcare content is in @onemedical’s blog http://www.onemedical.com/blog/ #CMworld

@SFerika

 

@NickKellet @CTrappe Happy, healthy patients often want to tell the world about the doctor that saved them. #cmworld

@martinlieberman

 

@CMIContent Reporters’ & trad. media’s penchant for creating stories the public can believe can be used to deepen engagement. #CMWorld

@ofumaagali

 

Great chat, as always. Thanks @CMIContent and @CTrappe for the insight and energy! #cmworld

@mikemyers614

 

@SoMeDanielleP enjoyed your insights. Hope you’ll join us for other chats soon! #CMWorld

@CMIContent

 

@PatrickHayslett it was a terrific hour! #CMWorld

@CMIContent

 

@martinlieberman @NickKellet Bingo. #cmworld

@CTrappe

 

@NickKellet @CTrappe I enjoyed the presentation from @BSBW at #CMWorld in Cleveland – interesting what they’re doing

@lindadessau

 

@PatrickHayslett @lindadessau Out of curiosity, are there major violators that stick out for you? #CMWorld

@MusicAdamT

 

@mikemyers614 enjoy the rest of your day! #CMWorld

@CMIContent

 

@CTrappe @CMIcontent Don’t stop being awesome! It’s been a cool #CMWorld chat ๐Ÿ™‚

@MaelRoth

 

@MaelRoth enjoy the rest of your night! ๐Ÿ™‚ #CMWorld

@CMIContent

 

If you missed my answers, you can find them on my blog, too: http://authenticstorytelling.net/content-marketing-world-chat-traditional-media-in-content-marketing/ #cmworld Thanks, @CMIContent! This was exhausting. ๐Ÿ™‚

@CTrappe

 

@CTrappe @CMIContent You can rest up now – thanks for great chat! #cmworld

@lindadessau

 

Really thought provoking discussion today, everyone! Thanks, @CMIContent and @CTrappe. #cmworld

@ChristinKardos

 

@MusicAdamT @lindadessau The whole industry. Product of today’s culture though. People don’t want info, they want opinion re: it. #CMWorld

@PatrickHayslett

 

Thanks everyone! If I missed your note, please feel free to reach out when things slow down in a few. #CMWorld Soooo fast….

@CTrappe

 

Thanks @CMIContent and @CTrappe for an awesome chat. It was my first time. Looking forward to more. Thanks for having me. #cmworld

@vvcarr

 

Fantastic discussion around traditional media & content marketing today in #CMworld. The bottom line: Invest where your audience is!

@UnionMetrics

 

Thanks to @ctrappe for joining us on our #CMWorld chat today! Very informative chat on traditional media and content marketing!

@CMIContent

 

So many first timers on today’s #CMWorld chat. Love getting new insights and opinions!

@CMIContent

 

@MusicAdamT @lindadessau Marketers are guilty too. Kenneth Cole is abhorrent with their newsjacking quips in poor taste #CMWorld

@PatrickHayslett

 

Great chat today, #CMWorld! Maybe Iโ€™ll be inspired to catch up on that year+ worth of magazine back issues after all : )

@SparkerWorks

 

Gotta run @CMIContent! Thanks again- see you next week. Guess what? 8-ish months until #cmworld 2015. We’re a little excited ๐Ÿ˜›

@CrowdContent

 

@UnionMetrics absolutely! And we couldn’t agree more. Great chat today. #CMWorld

@CMIContent

 

@vvcarr we’d love for you to join us again soon! Thanks for spending part of your day with us! #CMWorld

@CMIContent

 

Great Chat! Thanks a Lot @CMIContent @CTrappe #CMWorld

@OL_FO

 

Join us every Tue for #CMWorld chats! Next week we’re talking creating content-driven experiences with @carlajohnson! http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

@PatrickHayslett @lindadessau For our part, we try to explain rulings and issues in state law. And do a good job of being clinical. #CMWorld

@MusicAdamT

 

@ChristinKardos thanks for tweeting! PS can you send some of that TX sunshine up here to CLE? #CMWorld

@CMIContent

 

@OL_FO thanks for being a part of it! #CMWorld

@CMIContent

 

Find more info on @ctrappe, visit his website http://www.authenticstorytelling.net #CMWorld

@CMIContent

 

@PatrickHayslett @lindadessau I’ll have to look up some examples from them. #CMWorld

@MusicAdamT

 

We are too! MT @CrowdContent: Guess what? 8-ish months until #cmworld 2015. We’re a little excited ๐Ÿ˜›

@CMIContent

 

Excellent #CMWorld chat today re: traditional media and content mktg. @CTrappe wraps it all up here: http://ow.ly/HE5Sm

@martinlieberman

 

Will we see you in 2015? Register for #intelcontent (http://t.co/wnfJdDgcu2) and #CMWorld (http://t.co/LXOLIYBwtg) today!

@CMIContent

 

Influence isn’t about the number of tweets or followers is about the impact of every tweet – I couldn’t agree more @socialmedier ๐Ÿ˜‰ #cmworld

@lauraMndezDza

 

Content Marketing Strategy eBook #CMWorld by @toprank #cmworld #conferenceebook http://www.slideshare.net/toprank/content-marketing-strategy-ebook via @SlideShare

@designarts

 

@CMIContent @goldasich @orbiteers “It’s ladies night, and the Orange is shining bright, oh what a night (oooooooh what a night)” #CMWorld

@KDHungerford

 

@CMIContent A3: Depends on target market. Working in B2B technology marketing, I would say no – it is all about #digital #cmworld

@laurenrhianna

 

@goldasich @CMIContent @orbiteers Oh you’re good, Deana. Hmm. This sounds like the making of campaign! #CMWorld ladies night lyrics contest!

@KDHungerford

 



/* Act-on Beacon Tracking 170227 */