8 Critical Questions for Marketers: A #CMWorld Twitter Chat with Joe Pulizzi

Yes, it’s almost August. If you made New Year’s resolutions, do a gutcheck. (I failed my gut in the spring, so I’m going to skip this part.) If you’re a marketer, it’s a good time for a realitycheck. Where do things stand when it comes to your content marketing efforts?

When we hear “content marketing efforts,” we think of “documented strategy” and CMI founder Joe Pulizzi. Since we’ve hit the mid-year mark, we asked Joe to join us on a recent #CMWorld Twitter chat to help evaluate where we are. Now is the perfect opportunity to focus on what we can do over the rest of the year.

Joe shared eight questions content marketers should answer, and our community did not disappoint. What follows is a quick look at the hour and the responses shared.

Are the media model and marketing model the same?

A1: Yes…from a content perspective, product brands and media brands are doing the same thing…just (for now) have different revenue. #CMWorld

— Joe Pulizzi (@JoePulizzi) July 30, 2019

A1: Content creators of both sides need to realize that there are actually 10 different ways to drive revenue from content. This image will help: https://t.co/Jua8BoAJm5 #CMWorld

— Joe Pulizzi (@JoePulizzi) July 30, 2019

A1: If they aren’t perceived to be the same, they’re certainly blending together more and more.

I feel they’re the same because they embody the same goals and track the same data & ROI#CMWorld

— Jason Schemmel – Speaker & Podcaster #GSDChat?️? (@JasonSchemmel) July 30, 2019

A1: They work cohesively. Media is a huge part of the marketing model as a whole. #CMWorld

— Tamara (@itstamaragt) July 30, 2019

Why does an editor need to act like a marketer?

A2: I’m concerned that more editors/content creators aren’t EXACTLY aware of what they do that drives revenue (or does not). It’s a problem. #CMWorld

— Joe Pulizzi (@JoePulizzi) July 30, 2019

A2: An editor is responsible for the marketing message.

In addition to the copy editing work of grammar and spelling, an editor needs to keep the writing focused on:
✔️page goal
✔️target audience
✔️style guide
✔️brand voice#CMWorld

— Emilie Moreland (@writtenbyemilie) July 30, 2019

A2: Editors are no longer just fact checkers. They are like head chefs in a kitchen of content. They need to create the conditions for the generation of content that engages target audiences similar to the way marketers create the conditions that enable sales teams. #CMworld pic.twitter.com/j2yXBHpNG0

— Wayne Hendry (@ideakid88) July 30, 2019

Are you tracking subscriptions and conversions?

A3: For a content brand, the purpose of the website should be to get or keep a subscriber. Full stop! I’m not sure that most #contentmarketers know that. #CMWorld

— Joe Pulizzi (@JoePulizzi) July 30, 2019

A3: If you’re not tracking subscriptions and conversions AT MINIMUM, why are you publishing content? #cmworld

— John Cloonan (@johncloonan) July 30, 2019

A3: Definitely tracking conversions. Still fighting to show the value of a subscriber vs. a lead. We’re measured on leads, so have to focus there. #Frustrating #CMWorld

— Jeremy Bednarski (@JeremyBednarski) July 30, 2019

Are you a social celebrity in the right places?

A4: First, embrace that you should be a celebrity to even a small audience. Second, choose the right channel. These days, two might even be too much. Be GREAT at ONE channel (Twitter, Instagram, LinkedIn and One that shall not be named) #CMWorld

— Joe Pulizzi (@JoePulizzi) July 30, 2019

A4: “Celebrity” perhaps not. But the goal may instead be to serve as a guide for your audience and position yourself as a helpful resource and/or potential partner. Being a celebrity or virality do not necessarily equal trust or show the ability to help. #CMWorld

— Allee Creative, LLC (@alleecreative) July 30, 2019

A4 #CMWorld

An even bigger question: does the verification check mark constitute a ‘social celeb’ or is it just outdated at this point?

— Christian Lowery (@clowerycontent) July 30, 2019

A4. I try to be a social resource / collaborator for marketers and content teams. My goal isn’t to be an influencer or “celebrity” on social – there’s enough of those. My goal is to learn, help, and collaborate. I want meaningful engagement and connections. #CMWorld

— Patrick Delehanty (@MDigitalPatrick) July 30, 2019

Are you stealing audiences wherever you can?

A5: The question may apply more to traditional media companies…but the days are over just hoarding editors/writers/creators on your own channels. Get out there and create create create wherever your audiences are. #CMWorld

— Joe Pulizzi (@JoePulizzi) July 30, 2019

#CMWorld A5. Stealing? No. Sharing? Of course. And I return the favor whenever possible by mentioning others. It’s never a problem to recommend someone good.

— Dana Lemaster (@DanaLemaster) July 30, 2019

A5

We prefer to collaborate w/ others
We prefer to engage w/ others
We prefer to proactively follow others

Sharing > Stealing

It helps you:

??create new connections
??expand your reach
??explore new opportunities
??grow brand awareness
??build thought leadership
…#cmworld

— Bentley University (@bentleyu) July 30, 2019

Are you serious about influencers?

A6: I think content brands “say” they are serious about influencers, but really aren’t. Find 10 amazing people and figure out what THEY want (not you), then integrate that into YOUR content plan. And do it for two years… #CMWorld

— Joe Pulizzi (@JoePulizzi) July 30, 2019

A6:
You have to be, if you want to hook younger gens.

However: focus less on endorsement, and more on authentic testimonials. #CMWorld

— Cat Sperl (@cat_sperl) July 30, 2019

A6: Sure, as long as they IN-fluence, have to get the right influencers for your brand, otherwise, they’re not influencing anyone #CMWorld pic.twitter.com/DI8JgCD6AC

— Webeo Global (@Webeo_Global) July 30, 2019

Are you taking advantage of your email program?

A7: Want to know how @nytimes turned around their business (besides the Trump Bump)? They now deliver more than 100 targeted enewsletters…most with open rates over 50%. #CMWorld

— Joe Pulizzi (@JoePulizzi) July 30, 2019

A7.

Yes, We are.

We have devided our email marketing programs in to different segments.

One for ebooks.
One for tech updates.
One for service reminders.

With that we are solely focusing on our #socialmediamarketing efforts.
All though still cold emails are alive.#CMWorld

— ⚡ Vraj Shah ? (@vrajshahspeaks) July 30, 2019

A7: Yes. Is someone not? This is an audience that has volunteered to receive your marketing because these people like your product. Why wouldn’t you capitalize on that?

You don’t even need to STEAL them. ? #CMWorld

— Emilie Moreland (@writtenbyemilie) July 30, 2019

Are you starting every editorial meeting with your mission?

A8: No. We start every editorial meeting with our audience’s mission. #cmworld

— Amy Higgins (@amywhiggins) July 30, 2019

A8: If they don’t a content mission, I help brands shape one.

Content missions don’t only lead content, but also tie up to what is the greater good of the #brand:

“Why are we doing this?”

“What’s the #youtility & social impact?”#CMWorld

— Lisa Loeffler (@LisaMLoeffler) July 30, 2019

A8 – our mission is ‘inspired, connected, empowered’. That’s a pretty good message for the start of an editorial meeting – we’ll start using it there too #CMWorld

— SpiderGroup (@spidergroupuk) July 30, 2019

This chat made us think. Know your goals. Identify areas of improvement. Embrace change. There’s no time like the present to conduct a review. Without one, you won’t be able to take a strategic approach to your efforts.

Have you done a mid-year checkup? Where’s your content marketing headed the rest of 2019?

Don’t get left behind. It’s full steam ahead. Boost your content marketing program when you attend Content Marketing World, September 3-6 in Cleveland, Ohio. Use code SM100 to save $100.