How to Get the Most from Content Repurposing: A Chat with @NickKellet

Want to get your hands dirty? Then our most recent #CMWorld Twitter chat was for you. Nick Kellet (@NickKellet) joined us to talk about the ins-and-outs of content creation, including the ever-popular topic of repurposing. Lots of great you can use for yourself. 

Join us for next week’s chat with Joe Pulizzi (@joepulizzi) on the topic of epic content marketing. You can also view our upcoming #CMWorld Twitter chat schedule, view transcripts from past chats and submit your ideas for future chats.

We’re excited, let’s get started! Q1: #B2B marketers use an average of 13 tactics. How does this compare to your organization? #CMWorld

 

@CMIContent Ha! As a freelancer, I stick to a key 3 or 4, but try to know people to help fill in gaps with skills I don’t have. #CMWorld

@atxcopywriter

 

A1 in my last FTE position, we regularly used 15 of the tactics noted in the latest @cmicontent #B2B #contentmarketing research #cmworld

@SFerika

 

@atxcopywriter That’s great to excel at some – hard to do with 13! #CMWorld

@CMIContent

 

Define “tactic?” #cmworld

@HiPhaedra

 

@CMIContent I like variety in my content diet! (and so did our prospects) #cmworld

@SFerika

 

@SFerika Whoa! Aren’t you an overachiever 😉 #CMWorld

@lttlewys

 

@atxcopywriter Here’s our research: http://t.co/YGuSWg6I8N #CMWorld

@CMIContent

 

@SFerika @CMIContent Variety is the spice of life!! Even with content 😉 #CMWorld

@lttlewys

 

@lttlewys well, that was expected — after all, I was working for a start-up with that in the name! 😉 #cmworld

@SFerika

 

Q2: How do you determine what your right content mix should be? #CMWorld #contentmktg

 

So tactic = channel? #cmworld

@HiPhaedra

 

@CMIContent @atxcopywriter thanks for the slide share #CMWorld

@GoodieBagMarket

 

A2: see what sticks. What is your audience consuming and sharing, where are you seeing the biggest ROI. ASK your audience #cmworld

@Steph_Montreuil

 

@HiPhaedra Yes! #CMWorld

@CMIContent

 

A2: Ask our community, current trends, listening in on chats, industry milestones/techniques #CMWorld

@lttlewys

 

@CMIContent A2: Look at has worked before, and what may have worked for competitors – this is just a starting point. #CMWorld

@Koozai_Cat

 

@lttlewys Definitely, Brandie. Similar to last week’s chat – listening is key! #CMWorld

@CMIContent

 

@Koozai_Cat Great starting point for sure! #CMWorld

@CMIContent

 

#CMWorld A2: Objectives should really be the leading force in what type of content to use.

@Koozai_Cat

 

@CMIContent for me it’s a planned strategy w/purpose a mission too. I do variety #CMWorld

@GoodieBagMarket

 

@Steph_Montreuil Do you see sharing equal to consumption? I am torn on sharing, not sure it’s as effective as it was #CMWorld

@lttlewys

 

A2: Depends on what your customers are engaging with, i.e. ours like white papers, not tweets. #cmworld

@HiPhaedra

 

A2 Testing and measuring what works, which can vary by persona/buyer cycle stage #cmworld

@SFerika

 

A2 – Focus on only the types you can do well. Mediocre content isn’t worth your audience’s time #cmworld

@Ebyline

 

@lttlewys shares I take with a grain of salt, auto-sharing has ruined sharing as a metric #CMWorld

@Steph_Montreuil

 

@Ebyline Great point, as a reader (or absorber!) of content, I cringe at bad content and it will put me off a brand. #cmworld

@Koozai_Cat

 

@Ebyline Definitely! #CMWorld

@CMIContent

 

@kenericson I answered that in a separate tweet 😉 @lttlewys #cmworld

@Steph_Montreuil

 

@CMIContent Q2: Play to my strengths. Try out different things as I go. I’m hoping to do more with video and power point this year #CMWorld

@atxcopywriter

 

Morning and huge apologies #cmworld

@NickKellet

 

@Ebyline You may do infographics really well but that doesn’t matter if customers don’t engage with them #cmworld

@HiPhaedra

 

@Koozai_Cat my motto is “no objective, no project”. Creating content w/out an objective leads to poor results #cmworld

@SFerika

 

A2: Measure what you audience consumes most. Don’t be afraid to ask and see what and where has been bringing more results to you (ROI) #CMWorld

@helenlagares

 

@NickKellet Hi Nick! 🙂 Glad you’re here! Jump on in. #CMWorld

@CMIContent

 

@Steph_Montreuil *sigh* To an extent, yea… makes it harder to track #CMWorld

@lttlewys

 

@CMIContent how do you organize the listening of the audience, what tools? How to see the trends? #CMWorld

@ofbek

 

@lttlewys I see posts that have 100s of shares and a handful of click throughs, need to see where shares are coming from… #cmworld

@Steph_Montreuil

 

@lttlewys @Steph_Montreuil too often people share w/out reading the content #cmworld

@SFerika

 

Q3: 73% of #B2B marketers are creating more content than a year ago. Is this good or should we make ourselves do less? #CMWorld

 

@CMIContent We need to be sure we are focusing on quality over quantity – lackluster content for the sake of it is not beneficial. #cmworld

@Koozai_Cat

 

A3 We really need to do make more content that fits our customers needs and discovery cycle #cmworld

@NickKellet

 

@SFerika @lttlewys people readily admit to not reading content anymore and auto-sharing “because they *need* to” #barf #cmworld

@Steph_Montreuil

 

@SFerika @Koozai_Cat Both objectives and a return in some capacity. Our time is so critical! #CMWorld

@cmcphillips

 

@Steph_Montreuil do you connect shares with downstream activity like sign ups or registration? That’s the value #cmworld

@HiPhaedra

 

@Koozai_Cat exactly! Otherwise, how do you know if you were successful?? 🙂 #cmworld

@SFerika

 

@CMIContent A2 Determining the right mix is a lot about internal comm/sharing, too. Combo of cust serv reps, sales team, analytics. #cmworld

@njh287

 

@Steph_Montreuil @lttlewys Agree that shares are important for brand awareness, but what if they’re not acting/converting? #CMWorld

@cmcphillips

 

A3: It depends. More important than quantity = consistent schedule. You want content to be regular and meaningful for your audience #CMWorld

@lucasmillerwsu

 

A3 more content isn’t necessarily better; quality content marketed throughout all your channels = better. #cmworld

@SFerika

 

A3: It’s not about the quantity, it’s the quality, what are your goals, is ur audience looking for more, are u resonating #CMWorld

@lttlewys

 

@HiPhaedra you have to have a secondary metric, too many tools automate sharing. #cmworld

@Steph_Montreuil

 

@kenericson #CMWorld Thanks Kevin, glad you agree. As creators of content, we need to be our harshest critics to create best work

@Koozai_Cat

 

Customers have an insatiable ability to ask questions. That is hard to deny and satisfy #cmworld

@NickKellet

 

A3 and pushing your content team too hard to focus on more content, faster leads to burn out #cmworld

@SFerika

 

@Steph_Montreuil @SFerika Pretty sure the 3 of us all agree and we should form a tribunal!! #Powerhouse #CMWorld

@lttlewys

 

@CMIContent A3: Less content that’s higher quality is better, but if you’re able to produce a lot that’s high-quality, go for it! #CMWorld

@atxcopywriter

 

@Steph_Montreuil @SFerika @lttlewys Why do they “need to?” What are some reasons? #CMWorld

@CMIContent

 

@cmcphillips @SFerika Absolutely. Return cannot be expected over night which I think can be forgotten sometimes. #CMWorld

@Koozai_Cat

 

A3 – If the content is spread out on varied channels and has a measurable purpose, then yes, it’s good #cmworld

@Ebyline

 

@Steph_Montreuil Agreed – see what shares are driving #cmworld

@HiPhaedra

 

@CMIContent @SFerika @lttlewys I’ve heard the excuse “everyone is doing it so I need to do it too” #yuck #cmworld

@Steph_Montreuil

 

@cmcphillips If people aren’t acting/converting something needs to be differ, it’s not just the share @Steph_Montreuil #CMWorld

@lttlewys

 

@cmcphillips @lttlewys Shares [esp from the right people] get word out to relevant audience -> new sales lead. Grade your sharers? #cmworld

@njh287

 

@Steph_Montreuil @SFerika @lttlewys IMO it’s groups crate specifically for sharing others content #CMWorld

@GoodieBagMarket

 

@lttlewys @cmcphillips too many people still value fluff metrics vs. actual ROI #cmworld

@Steph_Montreuil

 

@CMIContent Everyone is, keep up Digital footprint, give audience curated content that’s relevant @Steph_Montreuil @SFerika #CMWorld

@lttlewys

 

@lttlewys @Steph_Montreuil Yep – brand awareness is awesome, but isn’t the online/offline action what you’re really hoping for? #CMWorld

@cmcphillips

 

@njh287 @CMIContent yes- getting the entire company on board helps give initiative traction #cmworld

@eccushing

 

Too many people are saying they “curate” when they’re just fire hosing a bunch of content to stay in the feed IMHO #cmworld

@Steph_Montreuil

 

@Steph_Montreuil @SFerika @lttlewys Thanks for adding in the extra hashtags – love it! 🙂 #CMWorld

@CMIContent

 

@CMIContent A3: Depends on if the content is good and fits a specific purpose. Easy to just “create content” #CMWorld

@EpikConsulting

 

@njh287 Need to have goals & measuring analytics then you can grade your shares @cmcphillips #CMWorld

@lttlewys

 

Sharing is really a collaborative filter – A coping mechanism to discover quality and sift out garbage #cmworld

@NickKellet

 

@lucasmillerwsu amen. I cringe whenever someone asks if we have to “follow a schedule”. YES. #cmworld

@eccushing

 

@CMIContent 😉 I’m French IRL I use my hands, online I use hashtags @SFerika @lttlewys #cmworld

@Steph_Montreuil

 

“Do less [content marketing and social media], but do more with the [CM and SM] that you do [and do well].” – @jaybaer #cmworld A3

@njh287

 

Q4: When you create a piece of #content, what are some creative ways you can repurpose it? #CMWorld

 

A2 By being clear on who my audience is, what I want to tell them and what I want them to do/feel. #CMWorld

@businessgp

 

@Steph_Montreuil My Unicorn appreciates the Fluff 😉 Also, they are purty!! Need a balance of both @cmcphillips #CMWorld

@lttlewys

 

@CMIContent @Steph_Montreuil @lttlewys I am guessing they think it builds them as an expert/authority? #cmworld

@SFerika

 

Trying to stem the flow of poor content and automated content is like trying to stop the incoming tide – not humanly possible #cmworld

@NickKellet

 

@NickKellet some tools where a bunch of “influencers” congregate surface garbage though. so not sure this is true. #cmworld

@Steph_Montreuil

 

@eccushing @lucasmillerwsu We do have to admit a calendar is very useful, as long as we keep it fluid. #CMWorld

@CMIContent

 

@Steph_Montreuil Yes. Aggregation doesn’t = curation. Add your own expertise #cmworld

@eccushing

 

A4 Think about appealing to all the senses. Sound, Reading, Visual (watching). Content is way cheaper to repurpose than create #cmworld

@NickKellet

 

@NickKellet bingo – and why smart people contribute to this BS is beyond me. So inauthentic & transparent. #cmworld

@Steph_Montreuil

 

@CMIContent A4: We use our research papers and have our SMEs opine on them in article series #cmworld

@HiPhaedra

 

A4 extract key points for a #slideshare or infographic, carve out a few #blog posts, and create sales enablement emails #cmworld

@SFerika

 

@lttlewys Of course! Identify your “success stories” and ideal scenarios, work backwards in the funnel, go to work with it. #cmworld

@njh287

 

@CMIContent Visual #Infographics, #trendpaper #casestudy #newsletter #webcast #CMWorld the other strategies can also be used

@prajwal4726

 

A4: also create infographics from white papers #cmworld

@HiPhaedra

 

@Steph_Montreuil If nobody picks them up it proves the only people listening are them #cmworld

@NickKellet

 

@SFerika @CMIContent @lttlewys and to some it does, they get put on influencers lists and it perpetuates the illusion… #cmworld

@Steph_Montreuil

 

A4: Podcasts of written content is a good way to reach people that may be visually impaired or that prefer to listen on the go #CMWorld

@lucasmillerwsu

 

@CMIContent Q4 Audio slideshow, NPR-like story podcast, photo essay, video montage, shareable web stories #CMWorld

@DeniseRuttan

 

A3 Content is wasted no matter how much you have if you aren’t clear why you are creating it. #CMWorld

@businessgp

 

A4 I also evaluate if the content will make a good webinar or live presentation #cmworld

@SFerika

 

A4: Tailor content to different channels. Turn a white paper into a presentation for SlideShare, an infographic, or a video, etc. #CMWorld

@SamBrennand

 

#CMWorld A4: Repurposing content can be done in many different ways, the possibilities are pretty expansive.

@Koozai_Cat

 

@CMIContent Turn white papers or thorough blog posts into presentations or videos. Or turn ideas with a lot of angles into series #CMWorld

@atxcopywriter

 

Think about reaching your customer in the car or when running – you don’t need a new blog post – repurpose old content #cmworld

@NickKellet

 

A4: repackage it so you can use it on different content platforms like Pinterest or Slideshare (if pertinent to content & audience) #cmworld

@Steph_Montreuil

 

A3 More isn’t always better. Focused and targeted is. #CMWorld

@businessgp

 

A4 – Go into enough depth on one subject so that summation in other formats actually makes sense and is desired #cmworld

@Ebyline

 

#cmworld A4 Repurposing shouldn’t be confused with just copying but changing the medium though. Add something new even when repurposing

@Koozai_Cat

 

Have you ever just tried making an audio recording or old content – or perhaps creating a graphic #cmworld

@NickKellet

 

A4. Look to interpret content for different channels. Heavy whitepaper? Pull stats for an #infographic. Bulleted list for blogs, etc. #cmworld

@eccushing

 

@lucasmillerwsu Who does your podcasts – SME or professional voice, or other? #cmworld

@HiPhaedra

 

@lttlewys @SFerika @CMIContent at tend to look at what they publish too though. Lose respect for polluters #cmworld

@Steph_Montreuil

 

A4 Isolate a stat/quote from a blog, turn whitepaper into blog & slide deck, “meme-ify” an insight/quote, make a chart/visual. #cmworld

@njh287

 

@lttlewys @CMIContent @Steph_Montreuil that’s the bummer — that influence can be gamed to an extent #cmworld

@SFerika

 

@atxcopywriter Series is a great idea. 140 char or 1 blog post isn’t always best. #CMWorld

@CMIContent

 

A4 Ensure that your content is designed for multimedia purposes and part of a larger campaign where possible. #CMWorld

@businessgp

 

Repurposing needs to go hand in hand with shortening time to value. That’s why images + quotes work so well #cmworld

@NickKellet

 

@CMIContent @lucasmillerwsu definitely allow for flexibility, but make sure you’re hitting your designated post amounts/peak times #cmworld

@eccushing

 

@lucasmillerwsu Or having podcasts and videos transcribed for those of us that prefer reading 🙂 #CMWorld @CMIContent

@atxcopywriter

 

@njh287 Meme-ify? LOL. #cmworld

@carmenhill

 

How are you diluting/shortening your story to get it out via Vine and Instagram Videos? #cmworld

@NickKellet

 

A4 Repurposing requires you to take the core content and add further value in another channel. #CMWorld

@businessgp

 

A4: One good way to repurpose content: taking blog posts, updating, editing and revising them, then turning them into an eBook #CMWorld

@candicelee

 

Our brains actually retain information better with images. A short stat or quote with an image can go a long way. #cmworld

@Steph_Montreuil

 

@NickKellet Repurposing needs to go hand in hand with shortening time to value. That’s why images + quotes work so well #cmworld > Yup!

@IanGertler

 

Q5: Have your best examples of repurposing come after you have content, or do you plan tactics before developing content? #CMWorld

 

@nickkellet – Vine could be more of a hook than the whole story #cmworld

@Ebyline

 

@SFerika @lttlewys @CMIContent won’t change soon either #cmworld

@Steph_Montreuil

 

@Ebyline Yes! Longform content has its place, can make other forms of shorter content easier #CMWorld

@atxcopywriter

 

@phdinparenting thanks 🙂 #CMWorld

@Steph_Montreuil

 

@NickKellet Excellent question! Without diluting or threatening your brand. #cmworld

@LeavUrImge2FDP

 

@atxcopywriter @lucasmillerwsu @CMIContent So important! Embracing video doesn’t have to mean rejecting text #CMWorld

@SamBrennand

 

#cmworld Create an in depth article valuable for those looking for a detailed look, then create a video with a summation (A4)

@Koozai_Cat

 

I’ve started thinking about repurposing from the moment of creation. Does this topic demand a slidedeck, for example #cmworld

@NickKellet

 

@IanGertler @NickKellet I love the idea of shortening time to value! #cmworld

@carmenhill

 

@GoodieBagMarket You can also have guests to add perspective/comment to content; expands reach/network AND adds value for audience! #cmworld

@carmenhill

 

I’ve also been trying @soundgecko to create recordings of blog posts #cmworld

@NickKellet

 

To learn from the pros about content marketing and content curation follow #CMWorld #plantobeheard

@BasiaV

 

@CMIContent A5: both – you can plan but also be open to what the content itself suggests when you see it #cmworld

@HiPhaedra

 

A5 I like to develop content w/the repurposing in mind and planned out – easier to plan and promote #cmworld

@SFerika

 

Look for quotable moments and turn them into images #cmworld

@NickKellet

 

@CMIContent Just jumping into the #CMWorld chat now! Will catch up quickly 🙂

@KyleAkerman

 

A4 If you know the purposes the content will be used for up front you will already have repurposed in creation. #CMWorld

@businessgp

 

The #CMWorld card game (Content Audit) was a great example of repurposing – and switching media #cmworld

@NickKellet

 

#cmworld A5 I think most repurposing ideas can come at the initial stage of planning, and then get fleshed out after original piece created

@Koozai_Cat

 

@IanGertler Great point, Ian! Thanks! Glad you’re here. #CMWorld

@CMIContent

 

@CMIContent Repurposing ideas come DURING content creation; I see a great blog from a single stat/quote, a deck w/ images, etc. #cmworld

@njh287

 

A5 I’ve previously formalized a repurposing menu that we evaluated the content against in the planning or first draft stage #cmworld

@SFerika

 

@LeavUrImge2FDP I don’t think it dilutes the brand – if done right #cmworld

@NickKellet

 

Lovely to stop by in #cmworld chat once again – unfortunately must dash! Until next time… 🙂

@Koozai_Cat

 

A5 – Repurposing after the fact can be more natural, weeds out needless reposting #cmworld

@Ebyline

 

Think creating multiple entry points into your story – get away from linear thinking #cmworld

@NickKellet

 

A5: Take a planned approach to repurposing. Especially as a busy startup, maximizing the efficiency of content creation is crucial #CMWorld

@SamBrennand

 

Each entry point to your story can be a hook to begin a conversation – the simplest example is providing quotes – preformatted #cmworld

@NickKellet

 

Plan to re-purpose, but don’t force it. Not all content is appropriate for each platform. #cmworld

@Steph_Montreuil

 

A5: Both, we always plan to use our content across multiple channels & disciplines, then leave the option to use later #CMWorld

@lttlewys

 

@NickKellet I agree, thus the need 4 the “if done right” clause. #cmworld

@LeavUrImge2FDP

 

I also now design my slides very much biased to the 1st page – no time for buildup – get straight to the point #cmworld

@NickKellet

 

@CMIContent The value of variety = diff forms of content appeal to diff learners Think about how readers, viewers are different. #CMWorld

@atxcopywriter

 

Loved its creativity MT @NickKellet: The #CMWorld card game was a great example of repurposing – and switching media #cmworld

@SFerika

 

@carmenhill @CMIContent Thanks; I was simply agreeing w/ @NickKellet’s solid point. Relevance, timeliness & value always matter. #cmworld

@IanGertler

 

Q6: Do you try to use all of your content in multiple ways, or is some of it singularly focused by design? #CMWorld

 

A6: it depend son the content. Some is just single threaded. #cmworld

@kenericson

 

A5: Sounds like we have planners and creatives #cmworld

@HiPhaedra

 

A6: Trying to force this doesn’t work… Some content is just better suited to certain mediums. #cmworld

@Steph_Montreuil

 

@lttlewys @Steph_Montreuil Agree completely. Sometimes, when you see a final product, realize it’s not a great fit for a channel #cmworld

@SFerika

 

We forget content has a lifecycle just like a product. Don’t launch more content – make your existing content work harder #cmworld

@NickKellet

 

@SFerika @lttlewys Exactly. #cmworld

@Steph_Montreuil

 

@Steph_Montreuil – There is no shortage of choice so we can always access the off-button if we want. #cmworld

@knealemann

 

If you find a theme that works don’t allow yourself to get bored – keep on theme and message #cmworld

@NickKellet

 

A6 I think not repurposing/reusing/reinventing content is a missed opportunity #cmworld

@SFerika

 

@CMIContent Most of your content should be answering a question your prospects may have [not one about your product!]. Start there. #cmworld

@njh287

 

@knealemann true – but ideally you want people to access the *want* or sign up for email instead 😉 #cmworld

@Steph_Montreuil

 

@njh287 or about issues important to them that have nothing to do with your brand. Build advocacy. #cmworld

@kenericson

 

@CMIContent It nipped content repurposing request fire drills in the bud! 😉 #cmworld

@SFerika

 

@NickKellet Agree – you may get bored, but your readers don’t see it as much as you do. Your job to keep it exciting. #CMWorld

@cmcphillips

 

If you involve people on your content it takes on new life. eg this post on Marketo’s blog – 10k views in 1 week #cmworld

@NickKellet

 

@KyleAkerman @ginidietrich @SFerika @lttlewys there are people on this chat who admit to it 😉 #cmworld

@Steph_Montreuil

 

A6: Depends on the goal. Some content may only be appropriate for a specific platform based on what you’re trying to accomplish #CMWorld

@SamBrennand

 

A6 I try to think of content as data. And then think of how many ways can it be sorted/categorized/sliced. #cmworld

@SaraTambascio

 

@SFerika Important we don’t confuse “repurpose” with “duplicate.” Substance can be similar, but make it work for medium/audience! #cmworld

@njh287

 

A6 Content should be used as long and in as many ways that it is relevant to your customer. They need to live it not you. #CMWorld

@businessgp

 

Involve people on your content to takes on new life. eg this post on Marketo’s blog – 10k views in 1 week #cmworld http://t.co/7njUti2ays

@NickKellet

 

You need to think of content as a rubiks cube – flexible with many possible faces/ combos #cmworld

@NickKellet

 

@NickKellet I think too often marketers change things up due to being tired of a campaign tho the audience is still interested #cmworld

@SFerika

 

@SFerika Like that old NBC slogan “if you haven’t seen it, it’s new to you.” #cmworld

@kenericson

 

I find the best idea it to let a new idea sit. Sometimes they get better with fresh time. To make content last get it right #cmworld

@NickKellet

 

@CMIContent Always repurpose content for as many channels as possible, esp at small biz w limited resources http://t.co/wXq543nxDd #CMWorld

@RyanPratt

 

Q7: Are there any tactics you are considering trying for the first time or doing more of? What is stopping you? #CMWorld

 

@kenericson @SFerika exactly – which is why it bugs me when someone says “why are you writing about X, it’s all been said” not true #cmworld

@Steph_Montreuil

 

@RyanPratt Thanks for sharing, Ryan! Looking forward to reading. #CMWorld

@CMIContent

 

A7: Infographics resonate hugely with our audience, much more than video for some reason. #cmworld

@kenericson

 

We (marketing) change our story because we get bored. We really need to keep up the repetition. We change to feed our ego #cmworld

@NickKellet

 

A7 I still haven’t convinced a #B2B client/employer to try podcasting, which I love doing #cmworld

@SFerika

 

@kenericson Why it’s great to have both timely & “evergreen” content that always has value to repost or share w/new leads/clients. #cmworld

@njh287

 

@kenericson Awesome you are so in tune to your audience! #CMWorld

@CMIContent

 

A7 I’m wanting to try Webinars – Collaborative Webinars #cmworld

@NickKellet

 

@knealemann Yes – depending on what your focus, that can be true. #CMWorld

@Steph_Montreuil

 

@njh287 @kenericson You’re jumping ahead! That’s question 9 🙂 #CMWorld

@CMIContent

 

They say Content is King, I say Content is Art! #SocialMedia #cmworld

@Ali_Almoosawi

 

A7. I find time and budget my biggest obstacles to trying new things- I’m a team of me with a budget of $0 #cmworld

@eccushing

 

You need to conceive content for brief moments – Find the hook to open the door. Short works best in all forms of media #cmworld

@NickKellet

 

@SFerika me neither, and it’s an amazing opportunity! #cmworld

@eccushing

 

@Steph_Montreuil – Agreed if your collaborative and connecting focus is on connecting and collaborating. #cmworld

@knealemann

 

@kenericson Is your audience consuming a lot via mobile? On my phone, I’ll read plenty but not watch a video #cmworld

@SFerika

 

@CMIContent A7: There’s always more I’m considering doing than have found the time for yet, have to prioritize #CMWorld

@atxcopywriter

 

A7 My experience is that what stops people doing more is disconnect that exists in organisations around content creation. #CMWorld

@businessgp

 

It’s a bit like responsive and card design – you can always make big screens from small ones – the reverse is less so. #cmworld

@NickKellet

 

A7: Becoming increasingly interested in B2B content retargeting. What’s stopping me? Time, time, time #CMWorld

@SamBrennand

 

@eccushing – Agreed. Time will always be the biggest constraint with so many choices online #cmworld

@Ebyline

 

A7 Start by talking to clients & acct reps. How do THEY learn and consume info? Are you hitting right mediums for right reach? #cmworld

@njh287

 

@Steph_Montreuil @kenericson @SFerika Didn’t people believe in the 19th century all the songs had already been written? #CMWorld

@atxcopywriter

 

+1 @cmcphillips @NickKellet You may get bored, but your readers don’t see it as much as you do. Your job to keep it exciting. #CMWorld

@NickKellet

 

“@Ali_Almoosawi: They say Content is King, I say Content is Art! #SocialMedia #cmworld” <- Content is art of online conversation.

@businessgp

 

@NickKellet I’ve contented myself w/my MMORPG podcasting stints…but holding out hope for doing a podcast in my work life! 🙂 #cmworld

@SFerika

 

@atxcopywriter ha 🙂 @kenericson @SFerika #cmworld

@Steph_Montreuil

 

@SFerika mobile is important, but it’s not the first screen. #cmworld

@kenericson

 

hello all. #cmworld

@SusynEliseDuris

 

@eccushing It’s a great way to build a relationship with your community, and get extra mileage out of your content #cmworld

@SFerika

 

@SusynEliseDuris Hi Susyn! So glad you’re here! #CMWorld

@CMIContent

 

@SFerika check out Kris Gilbertson for Podcasting, she’s pretty awesome. #cmworld

@Steph_Montreuil

 

@CMIContent @kenericson Infographics are best when they’re relevant & scannable. Some users don’t have time to watch video clips #CMWorld

@caramellagirl

 

@SFerika Ah – I want to try it too. Guinnea pigs required #cmworld

@NickKellet

 

What is the discussion today? #cmworld

@SusynEliseDuris

 

@SusynEliseDuris re-purposing content for different channels #cmworld

@Steph_Montreuil

 

Q8: Which tactics have you found to be the most challenging in terms of effectiveness? Why? #CMWorld

 

@caramellagirl YES. we get huge sharing from infographics. Much easier to produce than video, too. #cmworld

@kenericson

 

The biggest tip we can take from TV is to think episodic – get our customers to book a moment in time – own it @tlpdrew #cmworld

@NickKellet

 

@kenericson what does serial runner mean? I’m a runner too 😉 #cmworld

@Steph_Montreuil

 

@CMIContent A8 Auto tweeting of content does not work for the most part – but its hard not to participate. #cmworld

@NickKellet

 

@Steph_Montreuil very strategic. You can’t just put something from one channel onto another. Diff auds call for diff strategies. #cmworld

@SusynEliseDuris

 

@CMIContent A8: I find promotion the hardest. Writing is easy (well, if enough research done first), but getting it in front of ppl #CMWorld

@atxcopywriter

 

@Steph_Montreuil Something that happens all the time. For me, every day. Some days, even twice. #cmworld

@kenericson

 

A8 Social works if you believe in the value or lurkers – yet you can’t know the future value you have created #cmworld

@NickKellet

 

@Steph_Montreuil Thanks — will do 🙂 I regularly listen to Social Pros, Marketing Over Coffee and Duct Tape Marketing #cmworld

@SFerika

 

@kenericson nice! I don’t run every day, but my distance of choice is the half. Love running in new cities while I travel too #cmworld

@Steph_Montreuil

 

A8 co-sponsored content, but I think the contractual agreements not accounting for reuse was the reason for that #cmworld

@SFerika

 

@KyleAkerman @soundgecko It works well – I’ve embedded on my last 6 blog posts #cmworld

@NickKellet

 

@NickKellet That’s true of many aspects of #contentmarketing, it’s such a long game #CMWorld

@atxcopywriter

 

@Steph_Montreuil Nice. Love to run when I’m on the road. #cmworld

@kenericson

 

@CMIContent Overcoming old attitudes. Many don’t identify/research pain points; getting REAL info to replace dumb joke chain emails #cmworld

@njh287

 

A8 The hardest thing today is that you are never done. Getting comfortable with that is hard. Always more #cmworld

@NickKellet

 

@SFerika there are so many great podcasts out there. Blogcastfm is great too #cmworld

@Steph_Montreuil

 

A8 video. Be careful. As someone who works went co’s, answer isn’t to do groundbrk’g things BMW did, pt is to educ., converse. #cmworld

@SusynEliseDuris

 

@NickKellet It is hard! There’s often a feeling to “catch up” So what’s the best way to manage? #CMWorld

@caramellagirl

 

@SusynEliseDuris So many great points in that tweet! #CMWorld

@CMIContent

 

@atxcopywriter Be proactive! Ask a relevant peer/guest to comment on your post, share w/ specific clients, be pushy but helpful. #cmworld

@njh287

 

I wonder how many lurkers are listening today? Anyone ready to come in from the cold? #cmworld

@NickKellet

 

podcast. hmmm… seriously? #cmworld

@SusynEliseDuris

 

Q9: What are some reasons (and some timing suggestions) on revising your content mix? #CMWorld

 

@caramellagirl Good question! #cmworld

@NickKellet

 

@NickKellet @KyleAkerman awesome– I’m going to check @SoundGecko out #cmworld

@SFerika

 

@CMIContent thank you for saying. 🙂 #cmworld

@SusynEliseDuris

 

@Steph_Montreuil Hi! I’m doing great! Happy to be here learning from super smart people 🙂 #CMWorld

@KyleAkerman

 

@NickKellet I wasn’t lurking. Just came in late 🙂 #cmworld

@SusynEliseDuris

 

A9 You content mix can be biased to your own preferences. You may not like podcasts for example – but you are not the customer #cmworld

@NickKellet

 

@KyleAkerman it’s been great week after week #cmworld

@Steph_Montreuil

 

@Steph_Montreuil agree, I have about 20 podcasts on various topics queued up to listen to atm ;p #cmworld

@SFerika

 

@SFerika am just getting on the podcast bandwagon. Didn’t realize the potential there. #cmworld

@Steph_Montreuil

 

A9: Trends, competitive analysis – what are my competitors ignoring? #cmworld

@HiPhaedra

 

@CMIContent A9: There’s always new technology and trends to consider. Just have to continue to prioritize, not let what works drop #CMWorld

@atxcopywriter

 

A9 reviewing results at the end of each quarter and changing up the mix accordingly has worked for me #cmworld

@SFerika

 

+1 MT @NickKellet: Content has a lifecycle just like a product. Don’t launch more content – make your existing content work harder #cmworld

@KyleAkerman

 

“What good is great content if no one knows it exists?” @leeodden #smss13 (I’m working on a recap of this summit, too) #cmworld

@njh287

 

There should always be room to revise for experimentation #cmworld

@Ebyline

 

A9: Constantly ask for feedback. When your customers or prospects no longer find your content useful, take it to the woodshed #CMWorld

@SamBrennand

 

What kind of content audit have you performed to assess your mix? Try this to analyze by media http://t.co/vzyCMeYrhL #cmworld

@NickKellet

 

@kenericson Totally and with a quicker turnaround! The content fits better with the times/trends #CMWorld

@caramellagirl

 

That curate vs. firehosing got lots of RTs methinks there’s a blog post in there/ #cmworld

@Steph_Montreuil

 

@NickKellet As a reader rather than a visual or audio learner, I’m always having to keep this in mind #CMWorld

@atxcopywriter

 

@SusynEliseDuris I was late too #cmworld The never done problem

@NickKellet

 

You content is always hard to assess – perhaps you lack of success if not content but your connections. #cmworld

@NickKellet

 

A9 Can’t stress strategy enough. Start w a few chans that make sense. Do chan persona on each. Each are diff. Then comes cont dev. #cmworld

@SusynEliseDuris

 

A9 Content IMO should be removed only when it’s either rendered useless somehow, or when audiences stop visiting it. #CMWorld

@businessgp

 

“What good is great content if no one knows it exists?” @leeodden #smss13 ~Creation is half the battle, promotion is the other. #cmworld

@Steph_Montreuil

 

Connections can have more impact on your content. That’s why it pays to stay the course and keep on message. Wait to get found #cmworld

@NickKellet

 

A9 Content update should be driven by your engagement with your audience. Why wouldn’t you ask them how often is needed? #CMWorld

@businessgp

 

@businessgp If audiences stop visiting should you stop? Or see what you could be doing better/different? #CMWorld

@CMIContent

 

@kenericson @njh287 @leeodden It’s true – paid – owned – earned – shared – are you managing your mix of media #cmworld

@NickKellet

 

@CMIContent @businessgp maybe you’re putting content on the wrong platform? so many sources of info #cmworld

@Steph_Montreuil

 

Q10: How do you balance the need for evergreen and real-time content? #CMWorld

 

A9 Don’t be caught on hamster wheel. You don’t have to run as fast as you can to keep up. Smart content is engaging. #CMWorld

@businessgp

 

Do you have a strategy to manage paid vs owned vs earned vs shared media? #cmworld

@NickKellet

 

@CMIContent @businessgp Can’t you just repurpose the content to meet your audience shift? “Reel them back in?” #CMWorld

@caramellagirl

 

@businessgp They are too busy to give that level of feedback #cmworld

@HiPhaedra

 

@Steph_Montreuil @businessgp Agree. I’d be hard pressed to stop something without trying to figure out why, and try to fix. #CMWorld

@cmcphillips

 

A10 – If you plan for content lifecycle you can know you will extend or refresh old idea – leave space budget and time to reuse #cmworld

@NickKellet

 

So true! “@NickKellet: Repurposing needs to go hand in hand with shortening time to value. That’s why images + quotes work so well #cmworld”

@BellaLeeNY

 

I need to jump off, but what a great #cmworld today! Everyone on it is so crazy-smart

@eccushing

 

When I saw #cmworld trending, at first glance I thought it said #om-world & wish it did. I could use some #namaste time this AM!

@ThatGirlWalksLA

 

A10 plan for the evergreen content but include time daily to capitalize on real-time content #cmworld

@SFerika

 

A10 Strategically – have an editorial calendar & SMART goals. Without goals, you are spinning your wheels aimlessly #cmworld

@Steph_Montreuil

 

A10 – that’s about getting the pulse of your aud and tying to curr events. Nice bal. Also take evergreen and add a “now” component #cmworld

@SusynEliseDuris

 

@cmcphillips @businessgp exactly – and be sure you’re measuring the right thing before making huge changes. #cmworld

@Steph_Montreuil

 

I’m a little biased on content lifecycle – I support the view that customers/prospects will help to evolve useful content #cmworld

@NickKellet

 

@HiPhaedra @businessgp Is there ever a need to incentivize them to get feedback? #CMWorld

@caramellagirl

 

But it needs to be the RIGHT paid. #cmworld

@kenericson

 

@ThatGirlWalksLA Ha – thanks for popping in, Brittney! This group could always use some namaste. 🙂 #CMWorld

@cmcphillips

 

@CMIContent Well-done evergreen content can often provide answers and re-fungible info for real-time derivative content, too. #cmworld

@njh287

 

@kenericson Understanding how they can play off each other – that’s the jazz content band : paid, owned, earned & share. #cmworld

@NickKellet

 

@SFerika Right – let your evergreen content be your flexible content. #CMWorld

@cmcphillips

 

Also be aware of emerging topics/issues in your industry, so easy to capitalize on real-time event if you’re on top of things. #cmworld

@Steph_Montreuil

 

@NickKellet agreed if you want them to be a loyal reader and evangelize you! #cmworld

@SusynEliseDuris

 

@caramellagirl @HiPhaedra people only too busy if you make it too onerous? People naturally love to be involved, opinions matter. #CMWorld

@businessgp

 

@caramellagirl @businessgp We have tried but the qual feedback isn’t great. We prefer quant. #cmworld

@HiPhaedra

 

Did we miss your question in today’s chat? Email cathy[at] http://t.co/RnNbBkDhxG and we’ll be in touch. #CMWorld

@CMIContent

 

@NickKellet @SoundGecko Will definitely check those out! #CMWorld

@KyleAkerman

 

We get obsessed with new. It’s easy not to care & cultivate your old-time content. Nothing wrong with repetition & reuse #cmworld

@NickKellet

 

@Steph_Montreuil @cmcphillips I agree 100%, but don’t let sentiment make you hold on for better times either. #CMWorld

@businessgp

 

Thank you @nickkellet for your great insights on content mix! So helpful to hear stories and ideas! #CMWorld

@CMIContent

 

@Steph_Montreuil I love finding smart, new places to find industry news and meet new smart people! #CMWorld

@cmcphillips

 

THEMES are evergreen, CONTENT is timely #cmworld

@HiPhaedra

 

@caramellagirl @CMIContent @TODAYshow love the thought. #CMWorld

@businessgp

 

A9: @CMIContent To podcast or not to podcast? Depends on your audience! And their habits! Will they listen? Long commute? Yes! #CMWorld

@AlohaArleen

 

@businessgp @cmcphillips no – be ruthless with the metrics, if it doesn’t work, it doesn’t – too easy to be stuck in our ways #CMWorld

@Steph_Montreuil

 

@CMIContent Little or no engagement. Analyse sentiment, shares, mentions, offline lead generation. Surveys are great too for fback #CMWorld

@Tony_DWM

 

@Steph_Montreuil If you devote time to research for the sake of content curation (and, you know, knowledge), that’ll come with it #CMWorld

@atxcopywriter

 

@NickKellet @kenericson Experiment. Often, your best paid content starts as great [high conversion%] organic. Push further w/ paid. #cmworld

@njh287

 

Don’t forget – every Tues here at noon ET for #CMWorld chats! Hope to see you next week for another great chat! http://t.co/9mRQlG6ID3

@CMIContent

 

@businessgp @CMIContent That’s true! There is always an expiration date. Thinking of @TODAYshow spot on eating food past sell-by #CMWorld

@caramellagirl

 

@atxcopywriter yes! Totally agree 🙂 #cmworld

@Steph_Montreuil

 

@HiPhaedra I believe content is or can be evergreen, but then I am co-founder of @listly 🙂 #cmworld

@NickKellet

 

@CMIcontent so glad you are continuing this chat past #cmworld – glad y’all took my advice! 😀

@SusynEliseDuris

 

@CMIContent @NickKellet Thanks guys! #CMWorld chats are always a highlight of the week

@SamBrennand

 

@Steph_Montreuil @cmcphillips so, so true. #CMWorld

@businessgp

 

@Steph_Montreuil Agreed. I started joining #CMWorld chats a few weeks before the conference. Now I try to catch it every week!

@KyleAkerman

 

Thanks to @nickkellet and @cmicontent for the chat today! #cmworld

@Ebyline

 

Thanks guys, lots of cool stuff to think about #cmworld

@HiPhaedra

 

@njh287 @NickKellet Yes. organic first, paid second. #cmworld.

@kenericson

 

@KyleAkerman ditto 🙂 #cmworld

@Steph_Montreuil

 

More info on today’s #CMWorld chat guest @nickkellet at http://t.co/lw27QACmSs and also on @listly: http://t.co/7OUcVkXal8

@CMIContent

 

@njh287 @kenericson That’s true #cmworld

@NickKellet

 

@SusynEliseDuris 🙂 You were the first, and many echoed. It’s been fun – and a great lineup between now and year-end! #CMWorld

@CMIContent

 

Nice talking to everyone and seeing some new names! #CMWorld

@atxcopywriter

 

Always have engaging evergreen content ready to go, this allows you to focus on real time content when needed @CMIContent #CMWorld

@cap2assessment

 

@SamBrennand @NickKellet Thanks Sam! So glad you’re always here – great insights each week from you! #CMWorld

@CMIContent

 

@Steph_Montreuil @KyleAkerman Aw – you guys are the best! Always love to see you here. #CMWorld

@cmcphillips

 

@HiPhaedra @listly Now, how about jumping to conclusions 🙂 No rush then #cmworld

@NickKellet

 

@GoodieBagMarket @lttlewys @Steph_Montreuil @NickKellet @CMIContent @Koozai_Cat @kenericson thanks for the fab #cmworld conversation!

@SFerika

 

Great chat, for the short time I could attend. Always some good nuggets to hear about. #cmworld

@SusynEliseDuris

 

 

@atxcopywriter Thanks Kristen! Agree – love so many new faces today! And our old friends too, of course! #CMWorld

@CMIContent

 

@HiPhaedra That could be an interesting debate – does content have to get old and die:) #cmworld

@NickKellet

 

@cap2assessment Agree 100%. Thanks for joining our chat! #CMWorld

@CMIContent

 

@CMIContent @atxcopywriter I think our #cmworld chats get more lively each week!

@SFerika

 

@Steph_Montreuil @SFerika I sat in on my 1st podcast last week => Universal Geek (@UGpodcast). It was fun! http://t.co/q5SK7cSR7W #cmworld

@KyleAkerman

 

@KyleAkerman nice! I will have t check it out 🙂 @SFerika @UGpodcast #cmworld

@Steph_Montreuil

 

@KyleAkerman @Steph_Montreuil @UGpodcast cool — I’ll check it out! (love #geeky podcasts) #cmworld

@SFerika

 

@HiPhaedra @listly You’ll have to tell me more about evergreen themes – like what? #cmworld

@NickKellet

 

@NickKellet @HiPhaedra I’d like to be in the audience for that. Can you keep content fresh, or does it have a sell-by? @businessgp #cmworld

@caramellagirl

 

@caramellagirl @NickKellet @HiPhaedra @businessgp I’m lurking too, seeing if the gloves will come off 😉 #cmworld

@Steph_Montreuil

 

@HiPhaedra @listly Top 10 Lists are pretty evergreen 🙂 Love them or hate them they will drive traffic and engagement #cmworld

@NickKellet

 

@caramellagirl @NickKellet @HiPhaedra must naturally become like reference book, dusty etc. can’t keep a topic alive forever. IMHO #CMWorld

@businessgp

 

“Content excels when fueled by creativity, bravery, audacity, and a healthy dash of crazy.” -@Mildenhall #CMWorld http://t.co/p49lmSOMgT

@avavrek

 

@Steph_Montreuil @caramellagirl @NickKellet @HiPhaedra much as I love content CPR only works for so long 🙂 #CMWorld even I get bored!

@businessgp

 

@avavrek @Mildenhall “and a healthy dash of crazy.” Ha ha, I love it. Amazing. [and so true!] #CMWorld

@ThatGirlWalksLA

 

@NickKellet @CMIContent Great job today on #cmworld chat! Catch you next week 🙂

@KyleAkerman

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