Using Paid Promotions for Content Marketing: A #CMWorld Twitter Chat with Chad Pollitt

twitterchat_pollittAmplifying content is a big theme going into 2015. But how do you figure out what the best plan of attack is when using paid promotions for your content marketing? Chad Pollitt joined our most recent #CMWorld chat to share his insights.

To get more tips on paid promotion and other strategies to market your content marketing, see CMIโ€™s hub for content distribution and promotion.

Q1: What types of paid promotions can support content marketing? How do paid promotions differ from native advertising? #CMWorld

 

A1: Native advertising is a type of paid distribution IMO #CMWorld

@ChadPollitt

 

I watch organic content that takes off and then throw paid promotions behind it. If it’s already working, strengthen it! #cmworld

@CTrappe

 

A1: Hereโ€™s how I view the channels of content promotion http://bit.ly/1Du7jCz U can do it through earned, owned and paid #CMWorld

@ChadPollitt

 

Paid is about the only way to reach anyone of @facebook nowadays. #CMWorld

@mikemyers614

 

@mikemyers614 Twitter is following FBs lead, too #CMWorld

@ChadPollitt

 

@lindadessau @mikemyers614 @facebook Linda I agree! However Twitter cards have been beneficial as well #cmworld

@TheRyanBilak

 

@LTreu glad you could make it! #CMWorld

@CMIContent

 

@lindadessau Hi Linda – Happy New Year. I hope you had a wonderful holiday #cmworld

@ScottLum

 

@mikemyers614 @facebook So true Mike, I agree with @ChadPollitt that brand reach on FB is going to drop to 0% this year #cmworld

@movystream

 

@TheRyanBilak we’re honored we’re the first one of the year for you ๐Ÿ™‚ #CMWorld

@CMIContent

 

I find paid methods effective for event-specific content — i.e. conference promo, webinars, etc. #cmworld

@KatyWrites

 

I agree with @mikemyers614. Paid is the only way to get any kind of traction on Facebook these days. #CMWorld

@sugarsugarcg

 

@TheRyanBilak That was @mikemyers614’s wisdom ๐Ÿ˜‰ #cmworld

@lindadessau

 

A1 I used to think paid social was an oxymoron but now it’s a necessity #cmworld

@ScottLum

 

@dswebsme welcome back! #CMWorld

@CMIContent

 

@ChadPollitt True. I suppose they all will. #cha #ching #CMWorld

@mikemyers614

 

@CMIContent A1 I’m a big fan of twitter paid promotions, have seen them work really well for us. #CMworld

@SFerika

 

Here’s how @ChadPollitt recommends marketers look at content distribution: http://qub.me/bZ4XX5 [Agree, good model!] #cmworld

@heykarri

 

A1: Putting paid social behind your content is like taking coffee to rid the social cobwebs #cmworld

@ScottLum

 

@ScottLum too funny! #cmworld

@3rhinomedia

 

@CrowdContent not late at all! Welcome! #CMWorld

@CMIContent

 

@SFerika @CMIContent Especially if you leverage Twitter cards. Deadly combination ๐Ÿ™‚ #cmworld

@KittermanMG

 

A1. I think most paid promotions can support content marketing. You could promote content without going through native advertising #CMWorld

@DavidProHQ

 

@SFerika Would love to chat more about this, Erika! #CMWorld

@cmcphillips

 

As a marketer, I see paid social’s value. As a consumer, red flags pop up when I see a paid advertisement or promoted social posts. #CMWorld

@GarSeeA

 

@SFerika Ohh, we will need to chat about paid twitter…. it’s been mixed bag for me!! #CMWorld

@lttlewys

 

@ScottLum A method to the madness, Scott! #cmworld

@movystream

 

@OL_FO jump in when you can! #CMWorld

@CMIContent

 

Interested to hear from anyone who has had success with paid promotion on LinkedIn. We’ve struggled #CMWorld

@webber_karen

 

@DavidProHQ Yes, there are multiple ways to promote content. What do you think of native advertising? #cmworld

@ThinkSEM

 

@GarSeeA I feel the same way. #cmworld

@ChristinKardos

 

Q2: Do paid promotions work best for a certain kind of content? Or for content in a certain part of the buying cycle? #CMWorld

 

@GarSeeA Interesting. I think I’m in the same boat. #cmworld

@lindadessau

 

In 2015 you have to pay to play #CMWorld #reality

@3rhinomedia

 

@GarSeeA Yes Victor, I can see both sides too #cmworld

@movystream

 

A1. Paid content promotion can be much more agile in your reach; you can create content for your audience, not one native elsewhere #CMWorld

@stekenwright

 

A2: Thatโ€™s a loaded question thatโ€™s really tough to answer on a Twitter chat. The short answer is yes. #CMWorld

@ChadPollitt

 

@webber_karen We’ve had good luck with Sponsored Updates on company pages; very poor results from self-serve PPC adds on LinkedIn #cmworld

@heykarri

 

@lttlewys @cmcphillips I see an agenda item in the making! ๐Ÿ˜‰ #CMworld

@SFerika

 

@lttlewys @SFerika I’ll confess – haven’t paid for any Twitter promos. Bulk of my focus has been FB. #cmworld

@KatyWrites

 

MT @GarSeeA: As a marketer, I see paid social’s value. As a consumer, red flags pop up when I see a paid ad or promo social posts. #CMWorld

@3rhinomedia

 

@CMIContent paid promotions are great for social media channels and reaching a new audience. #CMWorld

@KylaK

 

@CMIContent We see a lot of paid promotions for eBooks on Twitter and that seems to work well for those that opt-in. #cmworld

@ThinkSEM

 

@movystream @GarSeeA …. then, too, I find I admire the craftsmanship when it’s done really well. You know? #cmworld

@ChristinKardos

 

@ThinkSEM I love it – Most of the time it’s cheaper than most paid promotions. #CMWorld

@DavidProHQ

 

@webber_karen LinkedIn has just made me sad. Our promotions go into the ether and die. #cmworld

@BrandedCartoons

 

.@GarSeeA I totally agree! As a savvy marketer, I’m always leery of clickbait. #CMWorld

@sugarsugarcg

 

… It’s important to do research to see what makes people want to click. I, personally, rarely click on paid social ads. #CMWorld

@GarSeeA

 

@GarSeeA I feel the same way, Victor. Those red flags go away, though, if I am the target audience. #CMWorld

@cmcphillips

 

@webber_karen Yes Karen. Success with sponsored content in the feed. Not with traditional ads on the right. #cmworld

@LisaMasiello

 

A2. Paid promotions work for all types of content – it’s all about targeting to the correct audience. #CMWorld

@ClearVoice

 

A2: Creation and promotion should be goal and research driven #CMWorld

@ChadPollitt

 

A1: Paid social feel contrary to authentic engagement but it’s big to amplifying content to a targeted audience #cmworld

@ScottLum

 

@ChadPollitt Haha… No Twitter sized hints on this one, Chad? #cmworld

@ChristinKardos

 

A2: Paid promotions work well with content that’s already valued by your target audience (engaging via organic means). #cmworld

@pisarose

 

@KatyWrites @lttlewys FB hasn’t been as effective a channel for most of our B2B content as LI and twitter have been. #CMworld

@SFerika

 

@DavidProHQ We like it too as long as it is clearly labeled that it’s a native ad. #cmworld

@ThinkSEM

 

@BrandedCartoons @webber_karen It can feel like a money suck. LinkedIn seems better for community engagement #cmworld

@KittermanMG

 

@ChristinKardos @movystream Agree! I think @MBUSA’s recent social promo asking for thoughts on the financing experience was great. #CMWorld

@GarSeeA

 

@webber_karen We have, Karen. I used it a lot with #CMWorld last year. We should chat!

@cmcphillips

 

A2: Youโ€™re goal and research should help point to the kind of content and promotion channel chosen #CMWorld

@ChadPollitt

 

A2: I think it’s all about the #audience. Paid social is required to reach some audiences, regardless of the type of #content. #CMWorld

@mikemyers614

 

Important question: What’s the goal of your promotion? Awareness? Conversion? Clicking is not really a goal, in my opinion. #cmworld

@CTrappe

 

@ScottLum Good way to put it. Pay for the exposure… interest is either there or not (so it’s free?). #cmworld

@ChristinKardos

 

@lttlewys @CMIContent @ScottLum #cmworld A1 not sure paid ads on social nets is a necessity for all brands. @starbucks doesn’t need it

@howiegoldfarb

 

Did see mention of newsletters in @ChadPollitt’s 8 bold predictions. Where do you see those weighing in? @CMIContent #CMWorld

@digitalassetmgt

 

@lttlewys @CMIContent We’ve had success with leads that leads that know they need a solution and are ready to explore options #cmworld

@TheRyanBilak

 

@Matt_Umbro Interesting! Over in #CMWorld they’re talking about paid social right now ๐Ÿ™‚ #ppcchat

@bernier

 

@cmcphillips @GarSeeA When I see a really well-targeted ad, I do click on ’em. It’s rare tho! #CMworld

@SFerika

 

A1: Promos that complement your content work well. Something that looks less like an ad and more like an addition. @CMIContent #CMWorld

@dswebsme

 

@mikemyers614 Agree with this wholeheartedly. #CMWorld

@cmcphillips

 

A2: Examples: Brand awareness, impressions, traffic โ‰ˆ content discovery, native social #CMWorld

@ChadPollitt

 

@bernier @Matt_Umbro We sure are! #cmworld

@ThinkSEM

 

@ChadPollitt Yes, there is no hiding from data when figuring out your paid vs unpaid content marketing strategy #cmworld

@movystream

 

@ChristinKardos @movystream @GarSeeA Fairly easy to discern between clickbait and a legit attempt to engage us as marketers, no? #cmworld

@heykarri

 

A2. You can have great content & promotion but if it’s the wrong audience it will fall flat. #cmworld

@LisaMasiello

 

@ChristinKardos @movystream … @MBUSA invited folks to share thoughts and offered a paid car lease to the person with best idea. #cmworld

@GarSeeA

 

@3rhinomedia @cmcphillips @GarSeeA I’m always happy to engage with an ad if it is relevant #cmworld

@TheRyanBilak

 

A2: I once had a client tell me we didn’t need to pay for promotion-We just needed to “make it viral.” #CMWorld

@BrandedCartoons

 

@cmcphillips @webber_karen I’d love to chat on this as well. Has been a mixed bag. #CMworld

@SFerika

 

@LisaMasiello Awesome point, Lisa. All content must be created and amplified with the audience in mind. #cmworld

@ThinkSEM

 

@heykarri @movystream @GarSeeA Yes. #cmworld

@ChristinKardos

 

A2: You can use paid throughout the content cycle but you’ve got to prioritize where you get the most bang for buck #cmworld

@ScottLum

 

A2. Make sure it’s something your targeted audience will actually care about, or else it just becomes spam #cmworld

@KittermanMG

 

a1. Paid promotions should generally be solid content which can benefit your target market #cmworld

@Plumlytics

 

A2: Top to bottom of the funnel conversions โ‰ˆ PPC, native social, newsletter sponsorship, sponsored content #CMWorld

@ChadPollitt

 

@GarSeeA @movystream @MBUSA That’s a great example. #cmworld

@ChristinKardos

 

@martinlieberman I agree too that it’s sad. I simply don’t trust paid ads as a consumer #CMWorld

@3rhinomedia

 

@TheRyanBilak @3rhinomedia @cmcphillips That’s the key, relevancy. #cmworld

@GarSeeA

 

.@LisaMasiello and vice versa! Paid promotions won’t save lousy content. #CMWorld

@sugarsugarcg

 

A2: Ultimately, youโ€™ll need to experiment #CMWorld

@ChadPollitt

 

@3rhinomedia @GarSeeA Also…remember that we’re marketers and we look at things differently than your average consumer. #CMWorld

@cmcphillips

 

@BrandedCartoons If we had a nickel every time we’ve heard that… #cmworld

@ThinkSEM

 

A2: Paid promotions work when you use them as a promotion and not as “content”. I personally hate the “boost” feature on FB. #CMWorld

@mhannaford

 

A2: As @stekenwright said, paid promotion helps reach. So it depends on the content that you choose for a broader audience #cmworld

@CrowdContent

 

A2: Sometimes you just want extra eyes (FB boost, etc). Otherwise, need to ensure you’re delivering value that’s worth the spend #cmworld

@KatyWrites

 

#CMWorld A2: both. Paid social allows you to highly target your audience instead of the spray and pray approach.

@amywhiggins

 

@TheRyanBilak @cmcphillips @GarSeeA I can see why, though I’m personally leery of almost all ads #cmworld

@3rhinomedia

 

Q2: Content marketing is more of a long-play. Don’t throw the paid stuff in too early. Focus on engagement first. @CMIContent #CMWorld

@dswebsme

 

@cmcphillips @3rhinomedia @GarSeeA So true! Not everyone is looking at (and creating) this stuff all day long. #cmworld

@lindadessau

 

Btw If I may recommend @markwschaefer’s latest post on “content ignition” – a very good one http://www.businessesgrow.com/2015/01/04/content-ignition/ #CMWorld

@MaelRoth

 

@cmcphillips @3rhinomedia True, very true. Although, I think consumers are starting to come around. Never underestimate. ๐Ÿ™‚ #CMWorld

@GarSeeA

 

@SFerika @webber_karen I just like that we can easily promote content, and not do straight advertising. #CMWorld

@cmcphillips

 

@GarSeeA Definitely! #CMWorld

@cmcphillips

 

@KatyWrites BOOM! Yes, Katy ..that is the real lesson here. Is what you’re putting out valuable? What return are you looking for? #cmworld

@movystream

 

I see that a post is sponsored and then usually move onto another post that is not. #cmworld

@CTrappe

 

A2: I have seen paid promotions work well for White Papers…..when the copy was useful in teaching me something. #CMWorld

@billcush

 

@mikemyers614 @CMIContent A2 Like Promotion of Niche Market products require paid Promotion #CMWorld

@ankit1989

 

Just remember, no ONE channel holds 100% of your audience or marketing opportunity. #cmworld

@kmullett

 

@webber_karen Sounds great – and happy New Year to you and the @axonnmedia team too! #CMWorld

@cmcphillips

 

@3rhinomedia @cmcphillips @GarSeeA what if it’s for a new piece of @hubspot content ๐Ÿ™‚ I saw them in one of your lists #cmworld

@TheRyanBilak

 

@GarSeeA @TheRyanBilak @cmcphillips very, very true. Be helpful and be relevant then I’ll pay attention #CMworld

@3rhinomedia

 

The value of owned + paid social increases dramatically when you focus on building a quality audience, not just a big one. #cmworld

@heykarri

 

.@mhannaford During #CMWorld 2014 @jonloomer explained that “Boost” is basically a waste of money bc it doesn’t reach a relevant audience.

@sugarsugarcg

 

@dswebsme @CMIContent Engagement is crucial, otherwise your content (paid or not) will fall flat #cmworld

@movystream

 

Q3: How do you decide which channels to use for paid promos? Is it always the ones with the best organic results? #CMWorld

 

@cmcphillips @webber_karen ditto! It’s been interesting to see diff btwn what really does well organically vs paid too #CMworld

@SFerika

 

@webber_karen We’ve had lower reach in LinkedIn than other channels but much higher engagement because of targeting #cmworld

@ScottLum

 

Promoted content can be targeted, yes, but it’s a bit like traditional advertising: “How many people saw it?” #cmworld

@CTrappe

 

@movystream Thank you! Totally agree! FB wants you to boost EVERYTHING – gross. What does your audience need? That’s what you serve #cmworld

@KatyWrites

 

@mhannaford disagree. Paid and organic should all be great content. If not, you are just wasting money #cmworld

@amywhiggins

 

A3: Spent 2014 trying to figure out the answer to that question โ€“ can confidently say โ€œnoโ€ not always ones w/ best organic results #CMWorld

@ChadPollitt

 

@CMIContent It all depends on your audience, you have to do your due diligence before you decide #cmworld

@TheRyanBilak

 

Join the #digitalmarketing chat at #CMWorld w/ @ChadPollitt & @CMIContent. Whatever model, you need visual content & #DAM to manage it

@digitalassetmgt

 

yes! MT@heykarri :value of owned + paid social increases dramatically when you focus building a quality audience, not just big one #cmworld

@AmandaSubler

 

As @greggweiss would probably say: Serving me an impression doesn’t mean leaving an impression on me. #cmworld

@CTrappe

 

@TheRyanBilak @cmcphillips @GarSeeA @HubSpot I’m def likely to check it out as I’ve opted into their content ๐Ÿ˜‰ #CMworld

@3rhinomedia

 

I totally missed Q2. #CMWorld

@GarSeeA

 

A3) Sometimes it’s the ones with the worst organic results – if you KNOW the customer who’ll love you is there, you go. #cmworld

@ChristinKardos

 

A3: My goals and research dictate the channels I choose. See A2 #CMWorld

@ChadPollitt

 

A3: You know which channels to use paid promotion by knowing your audience #CMWorld

@DavidProHQ

 

@billcush @CMIContent Best rule of thumb is to go where your target audience is listening. #cmworld

@ThinkSEM

 

A3. It’s about where your audience lives. Put the money where you know your target audience is already interacting #cmworld

@KittermanMG

 

@amywhiggins Agree with you but only to a point. If I have a new feature or promotion, using paid to simply get the word out works. #CMWorld

@mhannaford

 

I hardly ever pay attention to true promotions, unless I really want a product. #cmworld @amywhiggins @mhannaford

@CTrappe

 

lurking on #CMWorld today loving the focus on paid content marketing promotion

@BryantGarvin

 

Indeed! ๐Ÿ™‚ โ€œRT @CTrappe: As @greggweiss would probably say: Serving me an impression doesn’t mean leaving an impression on me. #cmworldโ€

@greggweiss

 

@KittermanMG Great minds think alike! #cmworld

@ThinkSEM

 

A3: Paid promo is an exercise in cost vs. return. Iโ€™ve found that working w/ third party providers is most cost effective #CMWorld

@ChadPollitt

 

A3: Where’s my audience? Who do I want to reach? That’s where I go. This is where analytics become a huge help. #cmworld

@KatyWrites

 

@TheRyanBilak @CMIContent Yes Ryan! Where is our audience? Once we have that info we can scale/measure with paid vs. unpaid #cmworld

@movystream

 

@CTrappe @amywhiggins @mhannaford how do you know you want it if they don’t promote it? ๐Ÿ™‚ #cmworld

@TheRyanBilak

 

@BryantGarvin jump in when you can! Would love your input! #CMWorld

@CMIContent

 

I will confess: I feel about paid content/social the way I do about going to the dentist. Kinda hate it… need to do it, anyway. #cmworld

@ChristinKardos

 

@CMIContent A3 It’s strictly depend on type of product like Promotion of Weight Losing Products should be on Daily sop channels #CMWorld

@ankit1989

 

@3rhinomedia I miss the days when you could more easily/organically reach an audience on Facebook, Twitter, etc. #cmworld

@martinlieberman

 

A3: Oops, I may have been a question early. Choose the media that will help you reach your #audience. #CMWorld #wontletithappenagain

@mikemyers614

 

@webber_karen Where is your audience & what do they use to get info? Blogs, webinars, infographics, slide decks? Tailor to them. #CMWorld

@LisaMasiello

 

A3: I think it’s good to test the waters a bit and see if your target audience may be on channels you may have not first thought. #CMWorld

@GarSeeA

 

a3: pick the channel based on where the audience you want to target engages and how each channel allows you to target #cmworld @CMIContent

@amywhiggins

 

A3: Figure out which channel will give the best results based on your content strategy. Use paid as an accelerator. #cmworld

@ScottLum

 

@ThinkSEM Hah, definitely! Glad we’re on the same page ๐Ÿ™‚ #cmworld

@KittermanMG

 

Not only should brands know their audience, but also how and where they consume information. #CMWorld

@Beymour

 

@ChristinKardos Great point, Christin. If you know how to target them, then go for it. Nice thing about paid promo is short term. #CMWorld

@cmcphillips

 

A3: If you know where your customers are, you can easily choose the channel. I know, “easily” is a loaded term. #CMWorld

@billcush

 

@GarSeeA the conversation is going fast! It’s easy to miss! #CMWorld

@CMIContent

 

@martinlieberman @3rhinomedia Those days are long gone, right Martin!? ha! #cmworld

@movystream

 

A3: Examples: @Zemanta, @inPwrd, @Cision #CMWorld

@ChadPollitt

 

.@ScottLum “Paid as an accelerator” – LOVE! So very true. #cmworld

@KatyWrites

 

As @CTrappe would say: if you’re going to call someone an audience, you better be prepared to entertain them. #CMWorld

@greggweiss

 

@martinlieberman I hear you … those days I fear are gone on FB for sure #cmworld

@3rhinomedia

 

@TheRyanBilak @amywhiggins @mhannaford My life. I know I want a new car when my current car breaks, for example. #cmworld

@CTrappe

 

A3: Content promotion networks like @Outbrain feature your content in โ€œrelated articlesโ€ sections below articles on top sites. #cmworld

@pisarose

 

If you learn one thing from #CMWorld today, let it be AUDIENCE ANALYSIS

@neutrinosky

 

@greggweiss @CTrappe Wow I love this, dead on. #cmworld

@movystream

 

@ChristinKardos haha great analogy #CMWorld

@MaelRoth

 

@movystream @martinlieberman #truth ๐Ÿ˜‰ #cmworld

@3rhinomedia

 

@greggweiss I would and have said that! ๐Ÿ™‚ #cmworld

@CTrappe

 

@KittermanMG Us too! Hope you’re having a great new year. #cmworld

@ThinkSEM

 

A3: For us it depends on the nature of the content strategy. Visual strategies require different channels than written! @CMIContent #CMWorld

@dswebsme

 

@CMIContent I was responding to folks responding to my posts and Q2 flew by. ๐Ÿ™‚ #CMWorld

@GarSeeA

 

@ScottLum Perfect, Scott! We’ve been testing this lately with some great results. “Accelerate” is right on. #CMWorld

@cmcphillips

 

A3. Put $ where the people are. It can be a good idea to diversify, as long as your content on the platform can hold its own. #cmworld

@outsider_nyc

 

@CTrappe @TheRyanBilak @amywhiggins but in my example it was a new product/promotion that was targeted at ppl who use a competitor. #CMWorld

@mhannaford

 

@mhannaford yes, but it should still be great content. #cmworld putting $ on sh@* is stil sh.*

@amywhiggins

 

@MaelRoth @ChristinKardos Christin is GREAT with analogies. #cmworld

@ThinkSEM

 

@mikemyers614 we’ll forgive you…this time ๐Ÿ™‚ #CMWorld

@CMIContent

 

@CTrappe @TheRyanBilak @amywhiggins But what if I can offer you 2x the value of your vehicle to switch now? #CMWorld

@mhannaford

 

@ChristinKardos Me too. It’s the sad reality of marketing these days. We wish our content could find an audience on its own. #cmworld

@martinlieberman

 

a2 It needs to be something your target group will engage with and appreciate. #cmworld

@Plumlytics

 

@mhannaford @TheRyanBilak @amywhiggins Not seeing that in this string. #cmworld

@CTrappe

 

@greggweiss @CTrappe Great saying! #CMWorld

@TSNN_com_US

 

Paid promotions are also help to reduce the time it takes to reach statistical significance for A/B and multivariate tests #CMWorld

@Beymour

 

@CMIContent need to have #CMWorld and #ppcchat at different times… impossible to follow both ๐Ÿ™‚

@BryantGarvin

 

@CTrappe @mhannaford what about paid that is not about product, more about reaching new audiences? #cmworld

@amywhiggins

 

A3: It’s not only about clicks but rather how qualitative the audience is on a channel. I prefer 50 High value than 3000 low… #CMWorld

@MaelRoth

 

A3: Put all you promo dollars into MySpace! #cmworld

@BrandedCartoons

 

Saw this MT @mwallcomm Just unfollowed @Ford for throttling my twitter stream with promotional play by play of their #CES keynote. #cmworld

@MBCampbell_News

 

A3. We like to focus paid efforts on @twitter and @LinkedIn. #cmworld

@ClearVoice

 

.@MaelRoth Exactly. Quality over quantity — it’s so much more than a clichรฉ! ๐Ÿ˜‰ #cmworld

@KatyWrites

 

@amywhiggins @CTrappe @mhannaford We’ve definitely had our ups and downs with this, what have you found that works? #cmworld

@TheRyanBilak

 

@BrandedCartoons Just got a rush of nostalgia! #cmworld

@ThinkSEM

 

My Tweets are good about 1 percent of the time. That’s good, right? #cmworld @TSNN_com_US @greggweiss

@CTrappe

 

Paid promotions also help to reduce the time it takes to reach statistical significance for A/B and multivariate tests #CMWorld

@Beymour

 

@ThinkSEM Thanks and likewise! #cmworld

@KittermanMG

 

Thinking about trying paid ads on fb or Twitter in 2015? Get following great conversation on #CMWorld now!

@BeckySee123

 

@martinlieberman Yes! But when you’re practical, you realize “free” is time consuming & therefore not free. I miss the old days. #CMWorld

@ChristinKardos

 

Q4: Is there a “right” length of time to test paid promotions before adjusting targeting, etc? #CMWorld

 

You can’t efficiently solve people’s problems, answer their questions, or entertain them if you don’t know who & where they are. #cmworld

@kmullett

 

@amywhiggins I’d say it has to be solid, but doesn’t have to be “great”. Although i think its just semantics at this point. #CMWorld

@mhannaford

 

@dswebsme @CMIContent indeed it’s also about using channels in a native way. Paid or not doesn’t matter here. #CMWorld

@MaelRoth

 

@ClearVoice @twitter @LinkedIn It’ll be interesting to see how LinkedIn grows its paid social promotions this year. #cmworld

@ThinkSEM

 

@webber_karen Yes, we use paid promotion on LinkedIn for the audience targeting. It’s also great for social selling #cmworld

@ScottLum

 

A4: The right length of time will depend on the amount of data you need to feel comfortable making decisions #CMWorld

@ChadPollitt

 

A3. We do see the best organic results on @twitter and see a lot of value is paid promotion on @Linkedin. #cmworld

@ClearVoice

 

@ThinkSEM And manipulated. One piece can become a blog post, infographic, white paper, etc. to cater to specif. audiences. #CMWorld

@LisaMasiello

 

@CMIContent Probably want to test out specific audiences for about 2 weeks before making any major changes #cmworld

@TheRyanBilak

 

@martinlieberman @TSNN_com_US @greggweiss Spray and pray. ๐Ÿ™‚ #cmworld

@CTrappe

 

@cmcphillips @Beymour True but if wrong audience can send you down a blind alley. Granted, you’ll go down it more quickly ๐Ÿ™‚ #cmworld

@heykarri

 

@TheRyanBilak @CTrappe @mhannaford I found really knowing your audience helps. Research and discovery first! Confirm w/ lil $ #cmworld

@amywhiggins

 

Great point! MT @ChristinKardos: “Free” is time consuming & therefore not free. #CMWorld

@lindadessau

 

Ditching efforts on FB with need to pay for exposure is not a bad thing. It’s not the best venue for many brands anyway. #CMWorld

@neutrinosky

 

A4: I think it depends on what you are trying to achieve with the paid promotion. I feel promos shouldn’t be just for promo sake. #CMWorld

@GarSeeA

 

@LisaMasiello Very true. 2015 is the year for diversified content. Repurposing will be huge. #cmworld

@ThinkSEM

 

@heykarri @Beymour But you can turn around more quickly, too. But yes, totally agree. #CMWorld

@cmcphillips

 

A4: Iโ€™m usually comfortable making decisions between 100 and 1k unique visitors โ€“ depends on channel #CMWorld

@ChadPollitt

 

@MaelRoth @greggweiss ha ha, love that @CTrappe quote #CMWorld

@CMIContent

 

@lindadessau @ChristinKardos Yes this is SO true. Often times, our “unpaid” efforts are more time consuming, but I think worth it! #cmworld

@movystream

 

MT @ChadPollitt: A4: The right length of time {testing periods} will depend on amount of data needed to make comfortable decisions #CMWorld

@AndreaLeptinsky

 

A4: It’s hard to determine anything in less than 2 weeks unless you’ve gone viral =] @CMIContent #CMWorld

@dswebsme

 

A4: I like to give ads 36 hours at the minimum to see enough data about performance. The “right” answer varies though. @CMIContent #CMWorld

@ZThoren

 

A4b: Make sure you are trying to gain something of value. Your audience has a lot of insight they want to share. #CMWorld

@GarSeeA

 

A4: If youโ€™re way off in the beginning of the campaign youโ€™ll notice real quick youโ€™re hemorrhaging spend. Adjust then #CMWorld

@ChadPollitt

 

@ThinkSEM @twitter @LinkedIn It has been a great resource for us, but the analytics are pretty faulty. Hope those improve! . #cmworld

@ClearVoice

 

A4: For paid testing, we usually know within a day if it’s working and can adjust or add more budget (if successful) #cmworld

@RtMixMktg

 

@BrandedCartoons @dswebsme @CMIContent I agree ๐Ÿ™‚ #cmworld

@TheRyanBilak

 

A3 We use our social listening to see where we are most effective. #cmworld

@Plumlytics

 

@ScottLum agree! paid can help accelerate and add life to an older piece of content #cmworld

@amywhiggins

 

@dswebsme @CMIContent Exactly! Always make it viral :)! #cmworld

@BrandedCartoons

 

YES MT @kmullett You can’t efficiently solve problems, answer questions, or entertain them if you don’t know who & where they are. #cmworld

@mikemyers614

 

@movystream @lindadessau Good pt, Lorrie. I just “like” the time method more. If only liking it made it into money… Lol #CMWorld

@ChristinKardos

 

Always happy to help Karen. @webber_karen #CMWorld

@LisaMasiello

 

@ChristinKardos @movystream What a wonderful world it would be! #cmworld

@lindadessau

 

@ChristinKardos @lindadessau I am so with you Christin #CMworld

@movystream

 

@lindadessau Thanks Linda! #cmworld

@RtMixMktg

 

A3 Think in terms of conversion, rather than just traffic or engagement. Like @MaelRoth said, quality over quantity #CMWorld

@Beymour

 

@howiegoldfarb Paid social isn’t a necessity, but try it out for your program to see if it yields results for your program #cmworld

@ScottLum

 

A4: I think it’s important to monitor constantly. You’ll notice right away if something is off and should correct it immediately. #CMWorld

@sugarsugarcg

 

A4: Greeeat Q! One that we are always adjusting. Depends on channel and goals. We usually use data/visitors vs. time frame. #cmworld

@CrowdContent

 

What a cool concept @brandedcartoons has. Glad I found you at #CMWorld chat today!

@ZThoren

 

I love all the references to trial and error with this topic. I definitely agree w/that but always wonder what others think. #cmworld

@ChristinKardos

 

MT @ScottLum: Paid social isn’t a necessity, but try it out for your program to see if it yields results for your program #cmworld

@lindadessau

 

@ChadPollitt even though I would replace PPC with programmable adv any day of the week… #CMWorld

@SusynEliseDuris

 

MT @sugarsugarcg: A4: I think it’s important to monitor constantly. You’ll notice right away if something is off . #CMWorld

@CMIContent

 

@ZThoren @brandedcartoons Oooh! Checking you out. “Not boring” is my primary life goal (I’m serious). #cmworld

@ChristinKardos

 

#CMWorld bye guys- sorry to pop in and out, but almost to work now

@amywhiggins

 

So, 1) Know you audience 2) find out where they hang 3) Entertain them with awesome content 4) Test your paid promos. Easy as pie! #cmworld

@BrandedCartoons

 

@amywhiggins thanks for hanging with us, even if for a little bit! #CMWorld

@CMIContent

 

@BrandedCartoons Right on. My recipe calls for adding lots of coffee and sometimes curse words, but otherwise, I’m w/you! #cmworld

@ChristinKardos

 

When management asks what the is the ROI of social – a good paid social strategy is one component to the answer #cmworld

@ScottLum

 

@Beymour I’d even say that’s the main problem for Facebook ads in B2B – quite difficult to really get quality in my experience #CMWorld

@MaelRoth

 

@cmcphillips @heykarri definitely think the paid traffic should be “qualified” but failing fast is the key to success. #CMWorld

@Beymour

 

Q5: How can brands find the best outlets for their sponsored content? How do they know which platform is best for them? #CMWorld

 

@BrandedCartoons *clap clap clap* everyone get to work now! #CMWorld

@neutrinosky

 

@sugarsugarcg So true Christina! Don’t waste your money if your promo isn’t focused. Spray & pray mktg is over. #CMWorld

@LisaMasiello

 

@ScottLum I usually say, “La-la-la-la-la-I-am-not-listening-to-you….” but your answer is better. *I super hate that question… #cmworld

@ChristinKardos

 

@MaelRoth Totally agree #CMWorld

@Beymour

 

@ChristinKardos The real danger is when people walk away prematurely from paid or organic (on any channel) w/o testing. #cmworld

@kmullett

 

@BrandedCartoons Would just add: solve a problem for them (it can’t always just be entertainment, right?) #CMWorld

@mikemyers614

 

A must > MT @chadpolitt A3: Paid promo is exercise in cost vs. return. Working w/ third party providers is most cost effective #CMWorld

@SusynEliseDuris

 

@ChristinKardos We are huge proponents of tweaking and adjusting live campaigns. You learn so much about your audience that way #cmworld

@KittermanMG

 

@MaelRoth @Beymour Anecdotally I’ve heard retargeting in the newsfeed on FB is somewhat effective for #B2B. Just what I hear. #cmworld

@heykarri

 

A5: It goes back to SM basics. Know where your audience is and what they want from you there. #CMWorld

@mhannaford

 

A4: Take as long as you need to determine if it’s working or not. This is a fail-fast opportunity since it’s dynamic #cmworld

@ScottLum

 

Q5: You can only find the best ones by researching and testing. #CMWorld

@DavidProHQ

 

A5: @CMIContent #KnowThyAudience #CMWorld

@ZThoren

 

@kmullett SUCH a good point. Important to give anything a fighting chance before scrapping it altogether. #cmworld

@ChristinKardos

 

Gotta run out but TY @CMIContent and the crew on #CMWorld for the convo and wisdom.

@3rhinomedia

 

A5: Sponsored content (advertorials) is still relatively immature as a channel #CMWorld

@ChadPollitt

 

A5: Competitive analysis is a great place to start. See what has and hasn’t worked for others helps you avoid pitfalls. @CMIContent #CMWorld

@dswebsme

 

@3rhinomedia thanks for joining us for the first half of the chat! #CMWorld

@CMIContent

 

@RtMixMktg This makes sense. If it isn’t working, you can always change it. #CMWorld

@KylaK

 

a4. It depends on a few things the engagement (retweets or re posting), views, comments or reach and sometimes time. #cmworld

@Plumlytics

 

A5: Everything a marketer needs to know about sponsored content is feature here: http://bit.ly/1DubXAz #CMWorld

@ChadPollitt

 

A4: Channels like Outbrain allow you to A/B test titles and graphics to test performance in almost real-time #cmworld

@ScottLum

 

A5 Brands can use tools like @BuzzSumo to see top performing content for competitors & analyze which channels were most effective #CMWorld

@Beymour

 

@mikemyers614 True. Entertain, educate, inspire, inform. #cmworld

@BrandedCartoons

 

@DavidProHQ Our motto: always be testing. #cmworld

@ThinkSEM

 

A5: Find out where your audience hangs out. A B2B company likely wouldn’t be advertising on SnapChat. LinkedIn may be more useful. #CMWorld

@GarSeeA

 

@BrandedCartoons exactly! Well put! #cmworld

@Plumlytics

 

@ThinkSEM that’s the truth! #CMWorld

@DavidProHQ

 

@Ares_0926 yeah but if you audience isn’t hanging out there, why bother developing the content and spending the $? #CMWorld

@neutrinosky

 

@KylaK Agreed Kyla! #cmworld

@RtMixMktg

 

A5: Best platforms and tools for sponsored content are here: http://bit.ly/1Duc4vP Note: The list is missing Brand.com #CMWorld

@ChadPollitt

 

@DavidProHQ We should get that on a coffee mug or something. #cmworld

@ThinkSEM

 

@mhannaford Agree. Would suggest that might be M basics, though. ๐Ÿ™‚ #CMWorld

@mikemyers614

 

It really all boils down to finding who’ll love you and getting in front of them with something they’ll love. #cmworld

@ChristinKardos

 

A5: I think it’s important to really understand your audience and what networks they are using and for what purpose. #CMWorld

@sugarsugarcg

 

@ChristinKardos @ChadPollitt Agreed re: digital advertorial, but lessons can be learned from print examples. Can be a tricky area. #cmworld

@KatyWrites

 

@mikemyers614 Very good point. #CMWorld

@mhannaford

 

@DomGarrett just brought up a great point in another chat – “Bring value FIRST. This is the lens to look through for everything” #cmworld

@movystream

 

@ChristinKardos Yes, and knowing the why behind your what so you can better reach that audience! #cmworld

@ThinkSEM

 

A5: Youโ€™ll have to analyze the audience of the publication to see if it mirrors your target #CMWorld

@ChadPollitt

 

@ThinkSEM Haha – I’d buy a T-Shirt with that on there too #CMWorld

@DavidProHQ

 

@DavidProHQ Right? We’d wear it proudly too. #cmworld

@ThinkSEM

 

@dswebsme @CMIContent Compet. analysis gives insight but you need to know where your audience is. Don’t let competitors lead you. #cmworld

@LisaMasiello

 

@ChadPollitt I agree – always starts with your target audience – who they are and where they are at #CMWorld

@DavidProHQ

 

Still think brands should focus more on #sociallistening than go straight for broadcasting – otherwise, recipe for disaster #cmworld

@SusynEliseDuris

 

Running a bit behind. How’s it going so far guys? #CMWorld

@Magnani_Dot_Com

 

@ChristinKardos Yes! And sometimes you may have to pay for the right to be in front of them. #CMWorld

@mikemyers614

 

A5. Engage with the audiences on each platform via groups, communities and see what resonates. #CMWorld

@ClearVoice

 

@SusynEliseDuris Yes! Such a crucial step. #cmworld

@ThinkSEM

 

@SusynEliseDuris Right on. Because listening is better than pretending to be psychic (and missing opportunities/challenges). #cmworld

@ChristinKardos

 

A5. Your audience usually exists on every platform – it’s more a matter of finding and engaging with them. #CMWorld

@ClearVoice

 

A5: Don’t rely on organic results only. Scrutinize organic social strategy for results-skewing mistakes & low testing appetite.. #cmworld

@pisarose

 

EDIT: @ChristinKardos It boils down to finding who’ll love you, STALKING THEM, getting in front of them with something they’ll love #cmworld

@neutrinosky

 

@ThinkSEM @ChristinKardos Yea, I remember first reading up on psychographics and buyer personas a few years back. Blew my mind #CMWorld

@Beymour

 

@ChristinKardos Exactly. Did they try it or did they do it, but it yielded poor results? There is a difference. #CMWorld

@kmullett

 

@neutrinosky @ChristinKardos hahhaha stalking, yup. #cmworld

@movystream

 

@ClearVoice Usually is the key word, but agreed! #CMWorld

@ZThoren

 

@mikemyers614 EXACTLY. I feel less greasy paying for the exposure, not the interest. If it’s good, interest is free thereafter. #cmworld

@ChristinKardos

 

@LisaMasiello Absolutely. You’ll never innovate if you are waiting for a competitor to lead the way. @CMIContent #CMWorld

@dswebsme

 

@Magnani_Dot_Com welcome! Glad you could make part of the chat! #CMWorld

@CMIContent

 

Q6: When a brand purchases sponsored content, how much should they expect to spend? #CMWorld

 

@neutrinosky This is a tried and true tactic. ๐Ÿ™‚ #cmworld

@ChristinKardos

 

@SusynEliseDuris I liked this post about social listening via @smexaminer and @neilpatel http://www.socialmediaexaminer.com/social-listening-can-improve-your-marketing/ #cmworld

@lindadessau

 

@SusynEliseDuris Agreed! We need to get the basics of good social marketing down first before broadcasting thru paid #cmworld

@ScottLum

 

@ChristinKardos stalking them = creating personas, reading LinkedIn/twitter profiles for info, reading job descriptions #CMWorld

@neutrinosky

 

A6) There is no actual answer to this question. ๐Ÿ™‚ #cmworld

@ChristinKardos

 

@ChristinKardos Yes ma’am. They want instant gratification but instead get instant alienation. #cmworld

@SusynEliseDuris

 

@Beymour @DavidProHQ This is us: #TeamABT! #cmworld

@ThinkSEM

 

A6: Glad you asked! We just finished studying 550 publications & came up w/ 2 formulas to determine cost http://bit.ly/1DucXEN #CMWorld

@ChadPollitt

 

@ChristinKardos ha! #CMWorld

@CMIContent

 

@neutrinosky Recon -> Business Intelligence #cmworld

@ChristinKardos

 

Great chat over at #CMWorld right now. Hosted by @CMIContent.

@MadalynSklar

 

A6 they should expect to spend what they need to effectively reach their audience. #CMWorld

@Magnani_Dot_Com

 

@ThinkSEM @Beymour Haha, too funny #TeamABT #CMWorld

@DavidProHQ

 

A6: Monitor the budget closely. Like @ChristinKardos said, there’s no specific answer. #CMWorld

@GarSeeA

 

A6: Depends on so many factors: goals, budget, campaign lifecycle, channel, etc. I prefer to start small then build the spend. #cmworld

@KatyWrites

 

A6: Paid ads used to have monster budgets but your content should get the higher marketing budget these days (IMO). @CMIContent #CMWorld

@dswebsme

 

A6 #CMWorld http://t.co/Yv9xnZ4Xdm

@Beymour

 

@CMIContent haha that’s a question which has so many variables in the answer… good luck @ChadPollitt xD #CMWorld

@MaelRoth

 

A6) (OK, OK) It depends on every factor in the equation. The 5Ws as it were. Spend varies. Effective spend varies more. #cmworld

@ChristinKardos

 

@movystream @ChristinKardos @movystream @ChristinKardos in only the most professional way, of course ๐Ÿ˜› #CMWorld

@neutrinosky

 

MT @KatyWrites: A6: Depends on many factors: goals, budget, campaign lifecycle, etc. I prefer to start small then build the spend. #cmworld

@CMIContent

 

@lindadessau Yes there is -> http://bit.ly/1DubXAz @ChristinKardos #CMWorld

@ChadPollitt

 

A6: “How much should you pay to promote content” is kind of a “how long is a piece of string” question, isn’t it? #cmworld

@heykarri

 

@movystream @ChristinKardos in only the most professional way, of course ๐Ÿ˜› #CMWorld

@neutrinosky

 

@neutrinosky @ChristinKardos and enriching knowledge about them with tools like @fullcontactapp @getriffle, etc #cmworld

@kmullett

 

Lincoln was asked how long a speech should be. Answered that a man’s legs only need be long enough to reach the ground. Same idea. #CMWorld

@Magnani_Dot_Com

 

A6: Not really a right or wrong answer. A percentage of the budget should go to paid promotions with an expected return #CMWorld

@DavidProHQ

 

@ZThoren The only way to find out is to explore the communities in each platform. Doing so creates brand identity, so never a waste #CMWorld

@ClearVoice

 

A6 How much you’re going to spend depends on the return you are looking for. Conversion can be expensive #cmworld

@movystream

 

@Beymour perhaps the tweet of the hour, our friend ๐Ÿ™‚ #CMWorld

@CMIContent

 

A6: @CMIContent In my experience, this is the hardest thing for clients/businesses of any size to grasp. Testing helps clarify! #CMWorld

@ZThoren

 

@ChristinKardos @neutrinosky Thought you said bacon there for a second. #CMWorld

@mikemyers614

 

@ChadPollitt @lindadessau Fair enough! I was going for points for being cheeky since I couldn’t come up w/ a 140 character reply. #cmworld

@ChristinKardos

 

How to Know When You Need a Content Marketing Agency http://contentmarketinginstitute.com/2015/01/how-to-know-content-marketing-agency/#.VKwdC5tEAWk.twitter via @cmicontent #cmworld

@JoePulizzi

 

A6: One of the best things about paid social is you don’t need to be a media mogul or require a big budget #cmworld

@ScottLum

 

@mikemyers614 did someone say bacon? #cmworld

@heykarri

 

@dswebsme @CMIContent Yes. Campaigns will end but good content should be able to live on & generate quality leads indefinitely. #CMWorld

@LisaMasiello

 

@Beymour I think that’s my line ๐Ÿ™‚ #CMWorld

@mikemyers614

 

A6 try to push for 10% of total profits towards paid content promotion. #CMWorld

@BryantGarvin

 

A6: I wouldn’t bet the farm on anything, but I would start small, measure results, and add more if I needed to. #CMWorld

@DavidProHQ

 

A6: After doing paid social for awhile you can take over the job from the agency and make it self-help #cmworld

@ScottLum

 

@ClearVoice So long as there’s relative consistency or an exit strategy for channels that don’t “stick,” I’d agree! #CMWorld

@ZThoren

 

@kmullett G’Morning!! Good to see us kicking off the year in chats!! #CMWorld

@lttlewys

 

@ScottLum Can you say more about that? #cmworld

@lindadessau

 

Sesungguhnya #CMWorld twitchat malam ini sangat nyambung dengan hasil meeting tadi siang



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