Making Content Marketing More Intelligent: A #CMWorld Chat with Val Swisher

During our most recent #CMWorld Twitter chat, we tackled a very forward-looking topic with guest Val Swisher: intelligent content. While the transcript below is certain to educate and give you new ways to think about content, you can also visit these posts to learn more:

• The Evolution of Content Marketing Will Include Intelligent Content
• The Next Generation of Content Marketing: 6 Insights about Intelligent Content 

Better yet, join us at Intelligent Content Conference in San Francisco from March 23 – 25.

 

Q1: Let’s start from the beginning: What does #intelligentcontent mean? #CMWorld

 

A1 Content that has structure, is semantically right, discoverable, reusable, adaptable, #cmworld

@valswisher

 

A1. Intelligent content is relevant, valuable, targeted to an audience, and shareable. #cmworld

@outsider_nyc

 

Hi! It’s @leevprice joining today’s #cmworld chat. A1: Intelligent content has strategy and goals — not just content for content’s sake

@RepCapital

 

While I’ve never heard the term #intelligentcontent, I’d say it’s content that has relevance & ties to biz goals. #CMWOrld

@Mr_McFly

 

@CMIContent A1: The simplest definition is content that has value for your readers. Smart content is your best content. #cmworld

@kayla_hollatz

 

A1 Intelligent Content starts a discussion and engages markets outside of your niche. Gets people thinking and SHARING! #cmworld

@movystream

 

@CMIContent Content that is thought-provoking, data led and actionable #cmworld

@wyzowl

 

A1 #Content which responds to user needs and wants. Also needs to reach them in a format they use and value. #cmworld

@alexadig

 

@Mr_McFly Yes. But it is really a way of thinking about content #Cmworld.

@valswisher

 

@Mr_McFly we think it’s a relatively new term for a lot of people too #cmworld

@CMIContent

 

A1 Intelligent content makes a point – it’s helpful. It’s not media for the sake of simply putting something out there. #CMWorld

@AnOrchidInBloom

 

“Intelligent Content” = Content that has structure, is semantically right, discoverable, reusable, adaptable via @valswisher #cmworld

@RtMixMktg

 

Per @michelelinn Intelligent content makes it easier for your customers to find what they need is this really a new concept? #cmworld

@jf1216

 

@movystream Yes, content gets its power from engagement + social shares! #cmworld

@kayla_hollatz

 

A1 intelligent content is accurate, timely, useful to audience, relevant to brand (but not necc. Brand-centric) #cmworld

@eccushing

 

It needs to be searchable. It needs to be semantic. Tying it to biz needs is good, but it is a way of using content #cmworld

@valswisher

 

@kayla_hollatz That’s when ya know you’ve got some good stuff happening! #cmworld

@movystream

 

A1. These are so many aspects to #intelligentcontent. One way to think about it: planning reuse from the start #cmworld

@michelelinn

 

@eccushing Relevant to the brand, I like that! #cmworld

@movystream

 

A1, Yes. It needs to be searchable. It needs to be reusable. #CMworld

@valswisher

 

@CMIContent it’s fine if the term itself is new, as long as being intelligent isn’t new 🙂 #CMWorld

@Mr_McFly

 

A1: #intelligentcontent means I can find what I need, when I need it and I appreciate the #brand that does that for me. #cmworld

@mikemyers614

 

@valswisher: sounds ‘squishy’ what’s an example? t #cmworld

@jf1216

 

Intelligent content can be used across many platforms. It’s not print based, or social based or web based. Use it where people are. #cmworld

@CTrappe

 

A1: Taking a stab here but I am guessing #intelligentcontent is content that is easy to find and relevant to those seeking it. #cmworld

@eemiller08

 

A1. I’ve actually never heard the term, intelligent content. Imagine it would be using content intelligently w/customers in mind #cmworld

@TeriMKojetin

 

What’s different about saying “intelligent content” than just “good content?” #cmworld

@atxcopywriter

 

A1) discoverable – reusable – tagged so it can be understood easily #CMWorld

@stratrev

 

A1 Intelligent Content serves a purpose: whether it’s awareness, education, entertainment, etc #cmworld

@movystream

 

A1: relevant, relatable & honest content that responds to community either personally, or thru “need states” #cmworld

@LUCYrk78

 

A1: immediately valuable, actionable or inspiring, and probably most importantly: accessible. #cmworld

@tonyxrandall

 

@mikemyers614: #intelligentcontent isn’t this right place, right time, converged media?. #cmworld

@jf1216

 

To get intelligent content, you have to have intelligent content creators. #cmworld

@CTrappe

 

@valswisher interesting. I always felt that was implied, but I have to remember not everyone thinks the way we do. #CMWorld

@Mr_McFly

 

@jf1216 In intellectual assent, no. In real-world implementation, sadly yes. #CMWorld

@PatrickHayslett

 

A1. Intelligent content is multi-purpose content – can be used across platforms, technologies #CMWorld

@Cambial

 

@LUCYrk78 Yes to all, especially relevant. That transparency is important too. #cmworld

@kayla_hollatz

 

@tonyxrandall Actionable content is huge! Great answer. #cmworld

@kayla_hollatz

 

A1 Content that is catered to the audience based on valuable data. It’s searchable and beneficial to them #cmworld

@lifeofaworkgirl

 

@jf1216 Yep, #intelligentcontent enables that, IMO. #cmworld

@mikemyers614

 

A1 When we speak of Intelligent content in this way, we really mean it is searchable, reusable, and semantically tagged #CMWorld

@valswisher

 

@jf1216 Intelligent content is another way to be customer-focused. It helps deliver content at right time in right place #cmworld

@michelelinn

 

@lifeofaworkgirl YES! This is spot on. #cmworld

@kayla_hollatz

 

@CMIContent #intelligentcontent is content through which we can derive some actionable analytics #cmworld

@mittalvaibhav1

 

A1: #intelligentcontent is strategic & thoughtfully purposed content with that accomplishes a specific goal, marketing or otherwise #CMWorld

@SarahMaeDuke

 

@lifeofaworkgirl there’s that “D” word so many love to hate…data! #cmworld

@CMIContent

 

Intelligent content considers your audience first, what will resonate with them, and from there, includes all the obvious things. #cmworld

@irahaberman

 

Each word in @ValSwisher’s reply has a lot behind it. More: #IntelligentContent: The Elephant & Its Parts > http://www.intelligentcontentconference.com/intelligent-content-elephant-parts/ #cmworld

@MarciaRJohnston

 

@kayla_hollatz Thanks! I’m all about transparency…and interestingly, that word has been all over the news today! #cmworld

@LUCYrk78

 

A1) Intelligent content has a purpose and sets out to achieve a #contentmarketing goal. #cmworld

@CrowdContent

 

A1 Deliver the right content to the right person at the right time on the right device. “Right” = customer choice #cmworld

@valswisher

 

@LUCYrk78 For good reason! My favorite blogs are transparent. It just feels more human. #cmworld

@kayla_hollatz

 

@PatrickHayslett: this was 3 years ago ‘converged media’ from @altimetergroup http://bit.ly/1M3eBA0 @lieblink #cmworld @jowyang #CMWorld

@jf1216

 

I think #intelligentcontent is content that’s truly relevant for your audience. I hate writing stuff just to fill space. #cmworld

@frame_nation

 

@CMIContent @lifeofaworkgirl I was thinking the same thing! Ut oh, now we’ve got data involved in the convo! It’s a good thing! #cmworld

@movystream

 

Intelligent content used correctly connects you, or your brand, with your audience in a more meaningful way. #cmworld

@irahaberman

 

A1. To me, intelligent content is an approach to creating/scaling content #cmworld

@michelelinn

 

@CMIContent haha we hate looking at it – but when deciphered data is super valuable! #cmworld

@lifeofaworkgirl

 

A1: I’m gonna repeat that. Deliver the right content, to the right person, in the right LANGUAGE, on the right device. #CMworld

@valswisher

 

@valswisher YEs! Not what’s right for us, but them. #cmworld

@mikemyers614

 

Q2: More specifically, what does it mean to make marketing content intelligent? #CMWorld

 

A2 We need to rethink marketing content so that it can be more intelligent #cmworld

@valswisher

 

@frame_nation: how do you marry data, targeting with the right content, creative? #intelligentcontent #cmworld

@jf1216

 

Nice question @atxcopywriter perhaps it’s that content can be good & standalone but intelligent creates synergy & has future use #CMWorld

@KDADouglas

 

@KDADouglas @atxcopywriter I really like this, dead on! #cmworld

@movystream

 

A2 Create models for content types: Success stories, whitepapers, articles, ads #CMWorld

@valswisher

 

@atxcopywriter “Good” content is about what’s in the pipe. “Intelligent” content is about the plumbing. #cmworld

@MarciaRJohnston

 

@valswisher YES! #cmworld

@kayla_hollatz

 

A2. To make marketing content intelligent it takes research and context strategy #cmworld

@TeriMKojetin

 

@kayla_hollatz yep, without helping to inspire a desired action, you’re just wasting everyone’s time by producing something stale! #cmworld

@tonyxrandall

 

@michelelinn: @valswisher: @rishad said “Focus on the poetry of the interaction and not just the plumbing of the delivery.”#cmworld

@jf1216

 

A2 Have a plan in mind for how you’ll use and measure it. What are your goals? How will you know it works? #cmworld

@martinlieberman

 

A2: This is where I get fuzzy. Isn’t #intelligentcontent structuring the place where #content will be kept not how it’s created? #cmworld

@mikemyers614

 

A2 Make it more intelligent by making it easily searchable; share content in appropriate communities to drive convo faster #cmworld

@movystream

 

@tonyxrandall Absolutely. Who wants to add to the noise? #cmworld

@kayla_hollatz

 

A2 Engage in #sociallistening. Look to audiences to understand what/where to publish, and make it accessible and timely. #cmworld

@alexadig

 

Content will only be intelligent when we answer “why” and “how” and add more substance to “what.” Translation: stop the fluff. #CMWorld

@PatrickHayslett

 

A2: “marketing” content needs to be thought of in an open manner. The science of mktg is in making connections, the art is in comms #CMWorld

@Mr_McFly

 

A2: Intelligent content is multi-purpose. How to we write once, use many? Why have different content for different devices? #CMWorld

@valswisher

 

A2 Making it a relevant and absorbable as possible for your audience. It’s all about them #cmworld

@lifeofaworkgirl

 

MT @jf1216 @rishad said “Focus on the poetry of the interaction and not just the plumbing of the delivery.”#cmworld

@CMIContent

 

@CrowdContent Exactly. Some days, I actually have to work instead of talking about working. 😉 #cmworld

@martinlieberman

 

A2: Marketing content is the integration of all platforms with a streamlined message: blog, social platforms, & other digital media #CMWorld

@SarahMaeDuke

 

A2) Rather than creating content because it’s the ‘in’ thing to do, become the thought-leader in your industry. #cmworld

@wyzowl

 

A2) The content needs to work cross platform/device agnostic/useful & transparent #CMWorld

@stratrev

 

A2: same ideas. Be human, make your content relatable, honest & engaging, and ensure its where your community is/can access it #cmworld

@LUCYrk78

 

@atxcopywriter Shoulda said “pipeline”—not “pipe” … THAT’S a whole nuther discussion! 😉 #cmworld

@MarciaRJohnston

 

A2. When you generate the content “start with the end in mind” – make it able to be adapted, reused, found #CMWorld

@Cambial

 

@BrandedCartoons As it should be. #cmworld

@mikemyers614

 

@lifeofaworkgirl love this answer! Great way to describe it! #cmworld

@TeriMKojetin

 

Excited to see #data get thrown into the convo nice and early #cmworld

@eccushing

 

A2 In techomm, content is intelligent because it is reusable, and searchable. This is achieved by modeling. #CMWorld

@valswisher

 

@PatrickHayslett Yes! The “why” should be the focus. #cmworld

@kayla_hollatz

 

Good Q>> @mikemyers614: A2: Isn’t #intelligentcontent structuring the place where #content will be kept not how it’s created? #cmworld

@michelelinn

 

@kayla_hollatz @LUCYrk78 Content marketing is providing a medium for transparency. Audiences crave the truth. So great to see! #cmworld

@CrowdContent

 

A2 Modeling is more difficult with Marketing Content. But it is achievable. #CMWorld

@valswisher

 

I’d suggest, whatever the vernacular, “intelligent” publishing should be about content creation and distribution. #cmworld

@irahaberman

 

“@alexadig: A2 Engage in #sociallistening. Look to audiences to understand what/where to publish, & make it accessible & timely. #cmworld”+1

@LUCYrk78

 

@PatrickHayslett Exactly! Get to the point. #CMWorld

@bragg_mike

 

@PatrickHayslett: another way to say right place, time: Daypart, location, activity, need #CMWorld

@jf1216

 

A2: Intelligent content marketing accurately answers a burning question of a particular audience, using credible sources and data #cmworld

@JesseStoler

 

@CrowdContent @LUCYrk78 Absolutely. We’re humans craving human content. It’s quite simple, really. #cmworld

@kayla_hollatz

 

Intelligent content specifics MT @valswisher: A1: Deliver right content, to right person, in right LANGUAGE, on the right device. #CMworld

@RtMixMktg

 

A2: How do we create content models with marketing content? How do we create a structure? #CMWorld

@valswisher

 

@CrowdContent agreed! And brands can’t “hide” anymore. They need to embrace that transparency and be better companies FOR it #cmworld

@LUCYrk78

 

A2. In very simple terms, I have started to think of my content in “chunks.” What can I use in multiple ways for customer benefit? #cmworld

@michelelinn

 

A2: IMO many see marketing as advertising when it is really much more. Make it intelligent & informative & not sales pitchy. #cmworld

@eemiller08

 

I feel like there are so many different answers to A1 that I can’t really pin down the concept and what makes it unique #cmworld

@atxcopywriter

 

A2: We need to work cross-platform. We need to stop writing everything from scratch. #CMWorld

@valswisher

 

@michelelinn Would love to hear more about this “chunks” process, Michele. #cmworld

@kayla_hollatz

 

R2: Making intelligent content is comparable to designing content that can be re-purposed or is updated with new info #cmworld @CMIContent

@TraeHutchinson

 

@martinlieberman Hahaa, good thing both avenues are fun in the #contentmarketing industry. #cmworld

@CrowdContent

 

@atxcopywriter Kinda like #Contentmarketing a couple of years ago, huh? #cmworld

@mikemyers614

 

A2: letting your brain (rather than your wallet) guide you to creating the right content for the right person/device. #cmworld

@tonyxrandall

 

A2: Chunks – How we create content that can be reused. Write w reuse in mind from the beginning. reuse chunks in different places. #CMWorld

@valswisher

 

@KDADouglas Thanks! It’s about putting more strategic forethought into pre-creation? #cmworld

@atxcopywriter

 

@eemiller08 ugh. As a marketer I hate hearing that! #neverbesalesy #cmworld

@LUCYrk78

 

A2: Develop it as part of a content engine, 1 element in a larger story that makes sense on it’s on but also adds to the big pic #CMWorld

@KDADouglas

 

A2 Rather than writing for the web, then a brochure, then an ad, write once. Use many. Create chunks for reuse. Tag them #CMWorld

@valswisher

 

The content marketing space is rife with challenges @JessGroopman @lieblink http://bit.ly/1M3pIcd #cmworld http://t.co/PYdLsxo1WK

@jf1216

 

Think adaptability. Content as a living entity that learns over time and gets better and better. We love episodic content. #cmworld

@BrandedCartoons

 

@atxcopywriter I would say so #CMWorld

@KDADouglas

 

A2. For us that means creating and omnichannel content. The right content for the right audience on the right device #cmworld

@stjoseph

 

@eemiller08 agreed, imo I’d take it a step further and say that marketers really should stop thinking about MARKETING as marketing. #cmworld

@tonyxrandall

 

@jf1216 Hi! We definitely measure user feedback and monitor what topics people like the most. It’s also still a gut feel. #cmworld

@frame_nation

 

Those asking about chunks > MT @valswisher Write with reuse in mind from the beginning. Reuse chunks in different places. #cmworld

@CMIContent

 

A2 Easy to understand in techcomm: Hardware guide, quick start guide, step 1 is the same everywhere. #CMWorld

@valswisher

 

I think “never be salesy” is a dramatic generalization. Sometimes the environment calls for a pitch or a promo. #commerce #cmworld

@irahaberman

 

A2 Create content that you can branch off into smaller pieces of reusable, shareable content #cmworld

@movystream

 

A2 Harder to achieve in marcomm, for sure. But possible if we rethink it. #cmworld

@valswisher

 

@valswisher Yes, but as long as creatives are writing for audience rather than media, it becomes more about storage/retrieval, no? #cmworld

@mikemyers614

 

@BrandedCartoons Delicious content chunk cookies! #CMWorld

@SparkerWorks

 

3 in 4 organizations lack a content marketing strategy .. chunks need to start with a strategy 😉 #cmworld http://t.co/LUwwFRnUQo

@jf1216

 

Q3: What are some examples of intelligent content? What does the output look like? #CMWorld

 

@CMIContent #cmworld It means separating content & formatting as long as possible. ex: Don’t store in InDesign if you’re going to need web.

@sarahokeefe

 

Agreed @valswisher. And all need to feed off same messaging – consistency of thought, although delivered differently #CMWorld

@Cambial

 

Just like grandma used to make @SparkerWorks @BrandedCartoons Delicious content chunk cookies! #cmworld

@BrandedCartoons

 

@irahaberman depends on the industry, no? #cmworld

@LUCYrk78

 

Curious what @valswisher means by “modeling”? See “Content Models: Getting started with structured content” http://www.intelligentcontentconference.com/content-models-getting-started-with-structured-content/ #cmworld

@MarciaRJohnston

 

@LUCYrk78 I feel a lot of what I put out, per my superiors, is pitchy. I try to steer them properly, hopefully someday they listen. #cmworld

@eemiller08

 

A2 storage/retrieval is a bit part of it. Is it searchable – internally and externally. Can I reuse it. #CMWorld

@valswisher

 

Isn’t it all about searchable, shareable and snackable? Micro content is taking over. #cmworld

@mjassal

 

Intelligent #content is good for audience & biz-aligning to buyer’s journey yields 73% higher conversions http://bit.ly/1ACCYOe #cmworld

@eccushing

 

@valswisher Amen! #cmworld

@frame_nation

 

A2: I like “Snackable”. 🙂 #cmworld

@valswisher

 

@lifeofaworkgirl Great description. How do you add the intelligence part? Stats, references, links, etc? #CMWorld

@RedBranch

 

@irahaberman True, but it all depends on the execution #CMWorld

@Cambial

 

sounds like we’re talking about #programmatic? @valswisher: #CMWorld

@jf1216

 

@movystream 100% agree – well said! #cmworld

@lifeofaworkgirl

 

@kayla_hollatz Tough in 140 char, but this may help: http://ow.ly/JSKSE See tip #8 #cmworld

@michelelinn

 

@eemiller08 I like it 🙂 and they’ll come around, I’ll bet! #CMWorld

@LUCYrk78

 

A2 Intelligence in this context is not necessarily stats, but it could be added to it. #CMWorld

@valswisher

 

I prefer snackable content. I hardly ever eat full meals. #cmworld

@CTrappe

 

Micro-content, but connected to a larger strategic ecosystem. Chunks of a larger chunk. #cmworld

@BrandedCartoons

 

@CTrappe This is deep Christoph! #cmworld

@movystream

 

@jf1216 Programmatic is interesting concept, but can still be creative. #CMWorld

@valswisher

 

A2: think about your friends on various social networks. do you appreciate when they post the same bland content across channels? #cmworld

@tonyxrandall

 

@JayVig I agree, advertising is a portion of marketing, but a lot of people I have worked for don’t see/understand the that. #cmworld

@eemiller08

 

@mjassal For it to be intelligent, Yes! Most anyone can write a blog post. #cmworld

@RedBranch

 

@irahaberman Absolutely! I keep reminding myself about active voice 🙂 #cmworld

@michelelinn

 

Could not agree more! @irahaberman #cmworld

@stratrev

 

Yeah! We do too @valswisher #CMWorld

@Cambial

 

@valswisher: Intelligence in this context need to move beyond data, efficiency and targeting — what will I say? #CMWorld

@jf1216

 

@tonyxrandall I see marketing as a big picture element and advertising is a part of the big picture. #cmworld

@eemiller08

 

@LUCYrk78 I think it’s too easy to fall into black and white scenarios. Emotion, conversation, community all have impact. #cmworld

@irahaberman

 

@tonyxrandall It can also be an indication that it’s something really important to them, so they shared it in multiple places. #CMWorld

@SparkerWorks

 

@tonyxrandall I hate that! Like, if it’s all the same posts, why am I following you on different mediums?! #cmworld

@LUCYrk78

 

@LUCYrk78 One can only hope lol #cmworld

@eemiller08

 

@RedBranch combination of stats and audience feedback. Also take the time to use listening tools and see what your audience craves! #cmworld

@lifeofaworkgirl

 

@mjassal I think searchable and shareable, but less so about snackable. It could be, but not a must #cmworld

@michelelinn

 

@kayla_hollatz @michelelinn I’ve heard it talked about, but have yet to have a client use it –anyone actively working w/ “chunks”? #CMWorld

@atxcopywriter

 

@MarciaRJohnston @michelelinn Yes, and I think there’s a big gap there today in lots of orgs, agree? #cmworld

@mikemyers614

 

@lttlewys @CTrappe or orange cupcakes and orange tea 🙂 #cmworld

@CMIContent

 

A2: @CMIContent It could mean creating content that will ‘last’. E.g. a long term resource for your target audience. #CMWorld

@WheelhouseBiz

 

Anyone else find it ironic a bunch of marketers are talking about intelligence? #cmworld

@BrandedCartoons

 

@irahaberman without a doubt #cmworld

@LUCYrk78

 

I understand the idea behind snackable content, but shouldn’t the focus be on compelling the reader/viewer? #CMWorld

@Mr_McFly

 

A2: This isn’t just about social media. Think of all the waste in stuff that we right that is kinda sorta the same, but not really. #CMWorld

@valswisher

 

@tonyxrandall Agreed! It’s SO important not to automate the same stale content across all social. It’s boring & impersonal. #CMworld

@RepCapital

 

@michelelinn: @mjassall who is doing this well and how? what does it look like? #cmworld

@jf1216

 

@Mr_McFly Snackable can be more compelling if written right. #cmworld

@valswisher

 

Q4: Can marketing content be both intelligent/structured and creative at the same time? #CMWorld

 

@atxcopywriter @michelelinn Michele shared her thoughts here: http://ow.ly/JSKSE . I really like this idea! #cmworld

@kayla_hollatz

 

A3) If it’s programmatic and it’s multi-channel – rendering quickly regardless of device. @CMIContent #cmworld

@godigitalmktg

 

A3: Example in Techcomm abound in high tech. @Juniper one of the first to implement years ago. #CMWorld

@valswisher

 

@CMIContent @lttlewys Are ya’ll ever not on brand. 😉 #cmworld

@CTrappe

 

@stjoseph So do you create different content for each device? Or do you simply make your content mobile device friendly? #cmworld

@SarahMaeDuke

 

A4: That’s the $1,000,000 question. #cmworld

@mikemyers614

 

“@CMIContent: Q4: Can marketing content be both intelligent/structured and creative at the same time? #CMWorld”Yes.

@LUCYrk78

 

A3 Reuse between #techcomm, #training, #knowlegebase excellent examples #cmworld

@valswisher

 

@mjassal Agreed. At the very least, when you think in “content chunks” things are likely to be skimmable (and kind of snack-y) #cmworld

@michelelinn

 

@CTrappe @lttlewys just gotta roll with it sometimes. Or all the time. lol #cmworld

@CMIContent

 

@CMIContent A4: Absolutely! You don’t sacrifice creativity. Find a content creation process that works for you + your audience. #cmworld

@kayla_hollatz

 

@Mr_McFly Should be. But having snackable points, even simply bold sentences, makes it easy for time crunched to get the content. #CMWorld

@AnOrchidInBloom

 

A4. Absolutely. That’s where a lot of strategy comes in, and a great dedicated team. #cmworld

@outsider_nyc

 

@valswisher ling content can be just as compelling. I believe the pure quality of the content matters whether long or short-form #CMWorld

@Mr_McFly

 

A3 I cannot think of any #contentmarketing efforts that use intelligent content. Do you have some examples? #CMWorld

@valswisher

 

A3) The content needs to be created with ROI in mind. But, sadly 53% of marketers don’t measure ROI! http://bit.ly/1M4LNsy #CMWorld

@wyzowl

 

A4: If you write with reuse in mind, you can retain creativity! #cmworld

@valswisher

 

@atxcopywriter @kayla_hollatz @michelelinn My company (produces 3rd party content for #B2B) changed our product model to include chunks #cmworld

@eccushing

 

@jf1216 Great question. I have been looking for great examples from brands, but tough to find. But . . . #cmworld

@michelelinn

 

@eccushing @atxcopywriter @michelelinn How has the success been? #cmworld

@kayla_hollatz

 

@tonyxrandall @eemiller08 I feel like we’re starting to get meta and philosophical here… #CMWorld

@atxcopywriter

 

@jf1216 @michelelinn I think @Vanguard_Group does a great job in making intelligent content. #cmworld

@mjassal

 

@SparkerWorks I share things in multiple places when the time is right but I think most content is more suited to specific channel #cmworld

@tonyxrandall

 

A4: Not everything can be a one-off. Create content that can be used across deliverables. #cmworld

@valswisher

 

A4. Yes. The hard part is allowing your blog posts to be creative though. If you write for clients they might not want that. #cmworld

@RedBranch

 

A4. Absolutely! The marriage of insights+creative is what’s called a solid content strategy. #cmworld

@stjoseph

 

@wyzowl We don’t measure ROI because it makes us sad. #cmworld

@BrandedCartoons

 

@SarahMaeDuke I fully understand the point, but if people focus on the wrong part, the content may suffer. #CMWorld

@Mr_McFly

 

@eccushing @kayla_hollatz @michelelinn Does the CMS you use play into how that works? Or is it about formatting, or what? #CMWorld

@atxcopywriter

 

@valswisher “Snackable” goes perfectly with the chocolate “chunk” cookie theme. Love it. #cmworld

@MarciaRJohnston

 

A4: An intelligent/structured + creative content scenario = modular content personalized by customer segment & channel #CMWorld

@leeodden

 

Q4: It has to be, ‘intelligence’ shouldn’t detract from creativity it should add to it #CMWorld

@KDADouglas

 

Any great tools for creating intelligent content? #cmworld

@irahaberman

 

A4: We need to think beyond social. Think about your website. Think about your email campaigns. Think about printed materials. #cmworld

@valswisher

 

@tonyxrandall Pick out different parts to share on each channel; a shorter quote for Twitter, a longer one for FB etc #CMWorld

@SparkerWorks

 

A4. It depends on the industry you are writing for. Writing blog posts on technology can only get so creative at times. #cmworld

@RedBranch

 

A4 Absolutely! You need to keep marketing pushes catchy – be interesting – be creative while getting good content passed, too. #CMWorld

@AnOrchidInBloom

 

@atxcopywriter @tonyxrandall That might be a whole other chat lol #Cmworld

@eemiller08

 

@jf1216 I think we can learn from folks like NPR. Their COPE strategy is intelligent content http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere #cmworld

@michelelinn

 

A4: Biggest problem is lack of tools. #cmworld

@valswisher

 

A3 @valswisher data sheets if they pull from product database. Product configuration tools based on prospect’s requirements. #cmworld

@sarahokeefe

 

@SarahMaeDuke @AnOrchidInBloom I like to use @Grantland33 as an ex. Multi-page articles & hour long vids. Still well consumed #CMWorld

@Mr_McFly

 

@RedBranch It’s all about finding the right voice, right? “Creative” doesn’t always have to mean “wacky,” especially in B2B. #cmworld

@RepCapital

 

A4. Absolutely! These are not mutually exclusive. Creativity can be anywhere. #CMWorld

@Cambial

 

@RedBranch yeah, you always have to know your audience of course… #cmworld

@LUCYrk78

 

A4) Yes. If the brands know their audiences & have something of value to share, how it manifests is just a logistical challenge. #cmworld

@godigitalmktg

 

A4) Definitely. So long as you create it with your audience in mind, you can achieve both. Make them love it and make them learn. #CMWorld

@wyzowl

 

@CTrappe Brand? It’s a lifestyle!! I rock the coffee and sparkle & @CMIContent owns the orange! #CMWorld

@lttlewys

 

A4: to me, the creative part IS the intelligent/structured aspect of creating content #cmworld

@AdamOnTheKeys

 

A4: Absolutely. “Creativity” doesn’t mean a lack of structure, it’s what you do with structure that makes it compelling. #cmworld

@SarahMaeDuke

 

@AnOrchidInBloom Yes, without creativity, you aren’t going to capture any attention. People want innovation! #cmworld

@kayla_hollatz

 

@irahaberman you’re jumping ahead of our questions. You must be reading our minds 🙂 #cmworld

@CMIContent

 

A4 Absolutely. @GarfieldGroup’s holiday #campaign invited audience participation while providing info and exciting rewards… #cmworld

@alexadig

 

A4) Absolutely! If you’ve mastered intelligent & creative #contentmarketing, you’re doing it right. #cmworld

@CrowdContent

 

We’re trying to create chunks for what we call ‘service letters’to customers. Essentially same content over and over. Not easy. #cmworld

@mikemyers614

 

I just asked a pointed question so I wouldn’t be “salesy” @LUCYrk78 🙂 #cmworld

@irahaberman

 

@michelelinn: Here’s one P&G is at the forefront 1 piece of content http://bit.ly/1Hg0zvi #cmworld http://t.co/pI9kaFtyUl

@jf1216

 

@eccushing @atxcopywriter @michelelinn @aberdeengroup If you have any data, I’d love to see it! #cmworld

@kayla_hollatz

 

A4:Structure will limit some creativity. It is a trade-off. #CMWorld Everything cannot be a one-off. It is too expensive.

@valswisher

 

@valswisher Not dressed for deity status today…#cmworld

@sarahokeefe

 

A4: it’s gotta still retain creativity along with intelligence to keep people coming back…er, for more snacks…? #cmworld

@LUCYrk78

 

@RedBranch @lifeofaworkgirl Intelligence isn’t something you can “add.” It’s a whole approach. #cmworld

@MarciaRJohnston

 

@CMIContent I’m intelligent that way 🙂 #cmworld

@irahaberman

 

@RepCapital Yes absolutely. You have to be creative in different ways! #cmworld

@RedBranch

 

@michelelinn: 1 piece of content hundreds of thousands of versions, localized http://bit.ly/1M3qFBg #cmworld http://bit.ly/1M3qFBh

@jf1216

 

@tonyxrandall It’s boring when you share the same thing in the exact same way in several places. But pull out diff pieces—(1/2) #CMWorld

@SparkerWorks

 

@BrandedCartoons Haha. No, ROI is happy! #cmworld

@RepCapital

 

A4 Of course! The intelligence helps you to attract people in the right way. Delivery doesn’t have to be ridged #cmworld

@lifeofaworkgirl

 

@Ikea is great at reusing content in different languages. also images. They do a great job of that. #CMWorld

@valswisher

 

@kayla_hollatz @atxcopywriter @michelelinn Pro. Gives campaigns more legs & speaks to buyers at different stages cc @aberdeengroup #cmworld

@eccushing

 

@PLehnerGroup Q4 Can marketing content be both intelligent/structured and creative at the same time? #cmworld

@CMIContent

 

 

A4 We participated in a day of service & audiences voted for an activity for our president while incorporating video & images… #cmworld

@alexadig

 

A4: I would say yes it has to be a combination or you are actually pushing away readers. Dry content is the worst. #CMWorld

@eemiller08

 

@tonyxrandall —(2/2) and I might click the second time I see it because that piece resonated with me. #CMWorld

@SparkerWorks

 

@LUCYrk78 Absolutely! Once you have found that and the client is comfortable you can become more creative with your posts. #cmworld

@RedBranch

 

@Mr_McFly @SarahMaeDuke @Grantland33 There’s a lot of good longer content, but people don’t always have the time. #cmworld

@AnOrchidInBloom

 

@valswisher Yep, and not sustainable. #cmworld

@mikemyers614

 

A4: All designs have constraints. Structured content is a type of constraint. #cmworld

@sarahokeefe

 

A4: yes and it always should be both imo. #cmworld

@tonyxrandall

 

A4 It is a BALANCE. Understand why intel content is important. Then you will see why you need tradeoffs. #cmworld

@valswisher

 

A4) @generalelectric are great at creating intelligent content that is creative – check out their tweets! #CMWorld

@wyzowl

 

Q5: Which departments in the organization typically lead the charge when it comes to #intelligentcontent? #CMWorld

 

@AnOrchidInBloom @Mr_McFly @SarahMaeDuke @Grantland33 or attention span 🙂 #cmworld

@LUCYrk78

 

A4 Informative about our company mission, talents & passions while user-generated and easy to participate in. #cmworld

@alexadig

 

@michelelinn Absolutely! I’ll have to work this into my own content strategy + collect some data. Thanks for the insight! #cmworld

@kayla_hollatz

 

@valswisher: @michelelinn It seems like the weight of ‘intelligent’ has shifted toward distribution #CMWorld

@jf1216

 

A4: It also depends on what you mean by creativity you can be creative in different ways #CMWorld

@KDADouglas

 

@mikemyers614 I absolutely agree there is a gap. People are beginning to think about it, but lots of details to implement #cmworld

@michelelinn

 

Snackable doesn’t have to mean one-off. It just defines how easy it is to consume. A single element to a larger story. #cmworld

@BrandedCartoons

 

Q4: Heck yah! Good content should be both intelligent/structured AND creative But it takes work. And donuts. #CMWorld

@frame_nation

 

A5 Techcomm almost always leads the charge. I have never seen marcomm lead the charge. #cmworld

@valswisher

 

@sarahokeefe Agree! Constraints can lead to more creativity, creative solutions! #cmworld

@mikemyers614

 

A4: It’s absolutely possible to be simultaneously engaging and informative. I think of what @ajkohn does on Blind Five Year Old #cmworld

@JesseStoler

 

@CMIContent A4 Yes! Data and analytics can target customers to make creative more effective. #cmworld

@moveo

 

@BrandedCartoons: Snackable is great for video. #cmworld

@jf1216

 

@frame_nation Lots + lots of donuts. (Now I’m really craving some) #cmworld

@kayla_hollatz

 

I think of “structure” in content as a guide, perhaps that leads to performance. The art is being creative within the structure. #cmworld

@irahaberman

 

@RepCapital @RedBranch Like improv; when you try to force funny all the time it falls flat. Just concentrate on building a scene #CMWorld

@SparkerWorks

 

A5: I’d love to see some structures created for Marketing Content. Anyone care to join me in creating some? #cmworld

@valswisher

 

@eemiller08 The worst! That moment when you’re reading content, and you start thinking about something completely unrelated. #cmworld

@CrowdContent

 

@eccushing I would love to hear what you and your company are doing around content chunks (that sounds kind of funny) #cmworld

@michelelinn

 

@SparkerWorks oh, I definitely agree with that 100%. great example of tailoring content to the audience on that network #cmworld

@tonyxrandall

 

@SarahMaeDuke @Mr_McFly @Grantland33 To read. So many people are impatient. They want the bites, not the details. “Talking points.” #cmworld

@AnOrchidInBloom

 

Q5: It should be your marketing/sales/creative teams as a combined effort. But in my case it’s usually upper management. #dilema #cmworld

@eemiller08

 

A5: Techcomm can start. Then training uses Techcomm stuff. Then Knowledgebase. Makes sense. #cmworld

@valswisher

 

A4 here in #CLE, our MetroParks does this BEAUTIFULLY. Blows my mind. #cmworld

@PLehnerGroup

 

@LUCYrk78 @AnOrchidInBloom @SarahMaeDuke quality content can’t be held to a timer. Someone can find 200 words as boring as 2000 #CMWorld

@Mr_McFly

 

A5: I’d hope more than one “department.” Why silo good ideas? Often more people have something to add than are ever asked to #cmworld

@LUCYrk78

 

@valswisher I’m in. Not sure at all what that means, but I’m in. #cmworld

@mikemyers614

 

@LUCYrk78 #BreakTheSilos. The motto. #cmworld

@kayla_hollatz

 

Key takeaways thus far: @LUCYrk78 wants me to stop selling, @valswisher is awesome, @michelelinn is writing in active voice. #cmworld

@irahaberman

 

@mjassal Thanks for the example. What is @Vanguard_Group doing well? #cmworld

@michelelinn

 

A5: But what about TechComm and marketing positioning? Ever have a disconnect in positioning once techcomm starts? #CMWorld

@valswisher

 

I’m right with you there @frame_nation 🙂 #CMWorld

@KDADouglas

 

A4: Yes! Intelligence and creativity should not be mutually exclusive in marketing. #CMWorld

@WheelhouseBiz

 

@AnOrchidInBloom if the content is compelling enough, you’ll go back when you do have the time #Binging @SarahMaeDuke @Grantland33 #CMWorld

@Mr_McFly

 

@valswisher Here’s an example. IBM’s James Mathewson talks about intelligent content in marketing: http://www.intelligentcontentconference.com/ibms-james-mathewson-making-marketing-content-intelligent/ #CMWorld

@MarciaRJohnston

 

@CrowdContent That moment when you’re reading content and fall asleep. lol #cmworld

@eemiller08

 

@LUCYrk78 Silos mean less need to depend on others. #cmworld Useful if others not reliable!

@sarahokeefe

 

A5: Marketing positions brand one way, then training uses a completely different case study. Brand disconnect. #cmworld

@valswisher

 

.@valwisher I know! I keep hitting the pause on my Twubs feed! #cmworld

@PLehnerGroup

 

Nice! @jf1216: @michelelinn: Here’s one P&G is at the forefront 1 piece of content http://bit.ly/1Hg0zvi #cmworld http://t.co/yn7eQ6Fg35

@michelelinn

 

MT @LUCYrk78 A5 I’d hope more than 1 “department.” Why silo good ideas? Often more people have something to add… #cmworld

@CMIContent

 

@CMIContent it should resonate with the audience/users, must be clear and concise. #cmworld

@Sanaa_Javaid

 

A5: This is where that new marketing technologist role should help a lot. I hope. #cmworld

@mikemyers614

 

Me, too >> @kayla_hollatz: @eccushing @atxcopywriter @aberdeengroup If you have any data, I’d love to see it! #cmworld

@michelelinn

 

A5) Innovative intelligent content ideas come from everywhere. But require leaders who listen & are open experimentation #CMWorld

@godigitalmktg

 

@Mr_McFly @LUCYrk78 @SarahMaeDuke So true, Gary, but when I think “snackable” I think short. It has nothing to do with quality. #cmworld

@AnOrchidInBloom

 

“@kayla_hollatz: @LUCYrk78 #BreakTheSilos. The motto. #cmworld”who’s making the shirts!?

@LUCYrk78

 

@michelelinn Great blog posts and social posts, C-level chats, fun videos. They make investing simple/understandable/snackable #cmworld

@mjassal

 

A5: Ideally, it would be its own department. Writing content is more of a chore (and less creative) if it’s not your main job. #cmworld

@RBMVazquez

 

@CMIContent Why not? Structure and creativity aren’t incompatible (unless maybe you’re Faulkner or Davide Foster Wallace) #cmworld

@atxcopywriter

 

@Mr_McFly @SarahMaeDuke @Grantland33 Yes, you and I do. Prob others in this chat, too. Not everyone will, though #cmworld

@AnOrchidInBloom

 

@michelelin retailers really have to figure this out -..- they’ll have to use online to drive offline – it’s all they got #cmworld

@jf1216

 

MT @MarciaRJohnston @valswisher Here’s an example. IBM and #intelligentcontent in marketing: http://www.intelligentcontentconference.com/ibms-james-mathewson-making-marketing-content-intelligent/ #cmworld

@CMIContent

 

A5 Often times in smaller companies, the marketing department takes the lead & communicates the strategy to other departments. #cmworld

@TugceOe

 

@mjassal Really appreciate this. I am going to check them out #cmworld

@michelelinn

 

@AnOrchidInBloom and that’s my point. We should be thinking quality (compelling), not quantity (length) @LUCYrk78 @SarahMaeDuke #CMWorld

@Mr_McFly

 

A5) Innovative intelligent content ideas come from everywhere but require leaders who listen & are open to experimentation #CMWorld

@godigitalmktg

 

A5) Our sales team talks to our clients all day. They are the drivers, making sure marketing is producing #intelligentcontent. #cmworld

@CrowdContent

 

@sarahokeefe silos frighten me. #cmworld If you have the right hires, what’s to be scared of and need em?

@LUCYrk78

 

@eemiller08 @CrowdContent That could also mean you need a vacation 🙂 #CMWorld

@SparkerWorks

 

@michelelinn Awesome. let me know what you think. I would love your perspective. #cmworld

@mjassal

 

@CrowdContent But does your tech doc department reuse their content? Or create new scenarios? #cmworld

@valswisher

 

@SarahMaeDuke @stjoseph Curious what the answers to this ? are from other #CMWorld chatters as well

@atxcopywriter

 

@michelelinn @jf1216 We’ll hear #intelligentcontent stories from brands at the @IntelContent conference. http://www.intelligentcontentconference.com #cmworld

@MarciaRJohnston

 

@tonyxrandall @LUCYrk78 I’d be down for some coffee mugs myself. #cmworld

@kayla_hollatz

 

@jf1216 @valswisher I think it’s useful to think of the output so you can figure out the structure you’ll need behind it #cmworld

@michelelinn

 

A5 Combine departments to harness the best copy, imagery and distribution (web, email, social, etc.). Usually leads w/ copy, though #cmworld

@alexadig

 

@michelelinn: Here’s a simple example –marrying garden related content with specific products on sale http://bit.ly/1M3rhXD #cmworld

@jf1216

 

@atxcopywriter Faulkner and DFW are great examples of how to manipulate structure/ form for content–we should learn from them! #cmworld

@moveo

 

@SparkerWorks @CrowdContent Indeed. Any place without snow and cold air is good for me 🙂 #cmworld

@eemiller08

 

86% of companies have the owner’s 13-year-old son managing their content strategy. His name is TJ and he drinks AMP by the gallon. #cmworld

@BrandedCartoons

 

A5. Marketing/Comms best equipped to take the lead. But all depts can feed into it #CMWorld

@Cambial

 

@kayla_hollatz Let me know how you get along with this — or if there is anything we can do to help along the way #cmworld

@michelelinn

 

A5 But overall strategy and goals set by entire team involved in the campaign. #cmworld

@alexadig

 

@atxcopywriter @SarahMaeDuke @stjoseph We create content for each audience, then bend it as needed for each delivery vehicle. #cmworld

@mikemyers614

 

Q6: If you are new to #intelligentcontent, what should you try to understand/do first? #CMWorld

 

@michelelinn At the risk of sounding pitchy, this explains how we reformatted our content to be consumable: http://bit.ly/18K4Ryp #CMWorld

@eccushing

 

@Mr_McFly @valswisher Quality –but also audience and context. I tend to prefer longform, but know that’s not true for everyone #cmworld

@atxcopywriter

 

@irahaberman haha! I got you 🙂 #cmworld

@LUCYrk78

 

@frame_nation Like these new salted caramel #donuts from #TimHortons. These would work just fine! #CMWorld http://t.co/HuxjN0zxau

@frame_nation

 

A5 Can we create content that can reused for marketing, tech comm, training? Sales? #CMWorld Saves time, money, stays on-brand.

@valswisher

 

@KylaK I think there are probably a lot who can. You just have to keep pushing best practices & hope they can see the big picture. #cmworld

@eemiller08

 

#CMWorld Snackable content can also be used to whet the appetite for the longer form content.

@WALToONs

 

@BrandedCartoons And 64% of all stats are made up on the spot? #cmworld

@mikemyers614

 

A5. While it is best to have dedicated content creators, they should work closely with each department. #cmworld

@SarahMaeDuke

 

#CMWorld Long form content can be made up of snackable chunks.

@valswisher

 

A5) content lead can come from any team as long as they know what’s its purpose & work collaboratively! #cmworld joining late!

@Liliholl

 

@jf1216 Ooh, I will check this out after the chat: Here’s a simple example: http://bit.ly/1M3rhXD #cmworld

@michelelinn

 

A6: find good mentors! Find written stuff YOU like that inspires you. Be YOU. #cmworld

@LUCYrk78

 

I like to think of #contentmarketing as a lifestyle and not a campaign. #cmworld I’m planning on doing it for a while ….

@CTrappe

 

@SparkerWorks @eemiller08 Ha ha! “Hey Boss.. I’m taking a last minute vaca to Hawaii… it’s dry content’s fault” #cmworld

@CrowdContent

 

Creating Once Publishing Everywhere sounds so easy but is a lot harder to implement. #cmworld

@CTrappe

 

@LUCYrk78 Definitely agree with you! #cmworld

@TeriMKojetin

 

@valswisher Or visa versa (which may be easier). #cmworld

@mikemyers614

 

“@CTrappe: I like to think of #contentmarketing as a lifestyle and not a campaign. #cmworld I’m planning on doing it for a while ….”Amen!

@LUCYrk78

 

@LUCYrk78 I don’t disagree…it’s just that silos exist for a reason. Usually, that reason is dysfunction in the organization…. #cmworld

@sarahokeefe

 

@CrowdContent @SparkerWorks I just almost fell out of my chair!! ROFL #cmworld

@eemiller08

 

Long form content, actually performs really well when it’s properly structured with audience in mind. #ihavestats #cmworld

@irahaberman

 

@valswisher: @michelelinn how do we break silos – for B2C orgs? Resistant to change #intelligentcontent #cmworld

@jf1216

 

A6: Listen and understand your audience, really get to know what makes them engage, then go create some #intelligentcontent #cmworld

@stjoseph

 

@CTrappe Agreed – this is not so easy to do. But it can be done and is worth it. #CMWorld

@valswisher

 

@LUCYrk78 You are one of my favorite chatters. Great advice!! #cmworld

@eemiller08

 

A6) Isn’t the bottom line always returns? Is it worth the time, $ & effort? What are my consumers/stakeholders getting? #CMWorld

@godigitalmktg

 

@eccushing Thanks, Erin. I really look forward to checking this out after the chat: http://bit.ly/18K4Ryp #cmworld

@michelelinn

 

“@TeriMKojetin: @LUCYrk78 Definitely agree with you! #cmworld”thanks! And thank you @CMIContent !

@LUCYrk78

 

@irahaberman Lots of tools are out there—the assessment of what you need is the hard part (so that you pick the right tools). #cmworld

@MarciaRJohnston

 

A6: Read a lot into #intelligentcontent and participate in tweetchats of course! #cmworld

@EC_sandrag

 

A6 Structure is the first thing to understand in my opinion #cmworld

@valswisher

 

A6: Don’t be afraid to create content, just because you don’t understand intelligent content just yet. #cmworld

@AdamOnTheKeys

 

A6 Understand your audience – I can’t emphasize how important it is to listen first. Try tools like @hootsuite @SproutSocial #cmworld

@lifeofaworkgirl

 

A6 Structure is the first thing to understand in my opinion #cmworld

@valswisher

 

A6. I think you have to have intelligent people working on #intelligentcontent in order to produce it. #StatingTheObvi #cmworld

@KipMeacham

 

A6) to get the content right, understand your audience’s needs & challenges then translate the solutions into intelligent content! #cmworld

@Liliholl

 

@valswisher If we can reuse, we will. If we get an opportunity to create, we jump on it! #cmworld

@CrowdContent

 

“@eemiller08: @LUCYrk78 You are one of my favorite chatters. Great advice!! #cmworld”can I print and frame this? Totally made my week!

@LUCYrk78

 

@crestodina has some solid posts on the ‘content hub’ strategy …worth checking out http://bit.ly/1M3rDgF #cmworld

@jf1216

 

A6: What is structure? How can you structure your content? To me, that is step one. #CMWorld

@valswisher

 

@atxcopywriter @valswisher absolutely! All I’m saying is don’t make it short just to be short. Not that anyone here is saying that #CMWorld

@Mr_McFly

 

@KylaK Always have that solution in your back pocket. Generally people listen to you when you have a solution to their problem 🙂 #cmworld

@eemiller08

 

A5: Ideally the charge for #intelligentcontent should filter down from the top, ensuring ALL departments are on the same page. #CMWorld

@WheelhouseBiz

 

@CrowdContent @eemiller08 Insurance covers that, right? Medical leave for dry-content-induced narcolepsy? #CMWorld

@SparkerWorks

 

A6) Although it’s good to be YOU, it’s even better to understand who you are speaking to #cmworld

@wyzowl

 

@CMIContent A6: Find some great content marketing mentors, participate in relevant chats, do some research + experiment! #cmworld

@kayla_hollatz

 

A6 Semantic tagging is also important. You can implement that today through your taxonomy. #cmworld

@valswisher

 

A6: if you’re new you’re still at the perfect stage to think ab the kind of content that resonates w/ you. that should be ur step 1! #cmworld

@tonyxrandall

 

@eemiller08 @SparkerWorks Where’s emoji’s when you need them?! #cmworld

@CrowdContent

 

@Liliholl: @valswisher A6 isn’t this all marketing? , understand your audience’s needs & challenges then translate the solutions #cmworld

@jf1216

 

 

@atxcopywriter @valswisher but I know, from exp, that’s the takeaway for many clients. At times, we need to be more clear for them #CMWorld

@Mr_McFly

 

A6: Wouldn’t a #contentstrategy be first, before structure (that is, defining the structure in the first place)? #cmworld

@mikemyers614

 

@LUCYrk78 It would look really nice as a framed multi-colored needlepoint 🙂 #cmworld

@eemiller08

 

@kayla_hollatz @CMIContent And don’t be afraid to ask for help! #cmworld

@AdamOnTheKeys

 

@KipMeacham having the right team is definitely important! #cmworld

@CMIContent

 

@CMIContent A6: I would say ask around regarding what it is about. #cmworld

@GTAmissions1

 

@michelelinn @mikemyers614 What Michele said (and you, too, Mike). #cmworld

@MarciaRJohnston

 

@mikemyers614 That’s the way smart marketers go about it! #cmworld @atxcopywriter @SarahMaeDuke

@stjoseph

 

@jf1216 @valswisher We talked about this with execs last year. Here are the key ideas from the group: http://ow.ly/JSOBa #cmworld

@michelelinn

 

A6: think about the kind of content you enjoy, and what you view as spam when you’re not marketing. #cmworld

@tonyxrandall

 

@AdamOnTheKeys @CMIContent Agreed! It’s amazing the things you can learn if you have the courage to make your voice heard. #cmworld

@kayla_hollatz

 

@Mr_McFly: @atxcopywriter @valswisher Success lies with making it easy for the client to buy & execute m #CMWorld

@jf1216

 

@mikemyers614 Yes. Having a handle on your strategy is step one. Sure. But need to understand structure to create strategy. #cmworld

@valswisher

 

@SarahMaeDuke Also, a little structure can make things easier for creators much of the time #CMWorld

@atxcopywriter

 

A6 Make sure your brand has a personality – you don’t want delivery to be robotic! #cmworld

@lifeofaworkgirl

 

@valswisher: @mikemyers614 who within orgs understands this? Certainly not marketing #cmworld

@jf1216

 

A6. Understanding #findability is really important. #intelligentcontent is only useful when consumed. #cmworld.

@KipMeacham

 

A6. Make sure you know the exact “story” you want to tell and why. #cmworld

@mjassal

 

@SarahMaeDuke We create content and tailor it for each platform whether it’s mobile, print or web #cmworld

@stjoseph

 

@valswisher Interesting. That feels backwards to me. #cmworld

@mikemyers614

 

A6 Delicate balance – Creative chunks that can be reused, not boring, relevant and on message. #cmworld

@valswisher

 

Create smart. Distribute smarter. #cmworld

@irahaberman

 

@CrowdContent @SparkerWorks I can see the little poop emoji drinking a cocktail on a chaise lounge w/an umbrella somewhere tropical #cmworld

@eemiller08

 

A6. Get the overall message right, then develop structure and semantics #CMWorld

@Cambial

 

@tonyxrandall Yes, if it’s spammy to you, it’s spammy to them. #cmworld

@kayla_hollatz

 

Q7: How important is the technology when planning #intelligentcontent? #CMWorld

 

@jf1216 @valswisher Depends on the org, right? #cmworld

@mikemyers614

 

A6. <amend> #intelligentcontent is only intelligent if it ends up being consumed. #cmworld

@KipMeacham

 

@mikemyers614 Structure will inform your strategy and strategy will inform structure. #CMWorld IMHO

@valswisher

 

@lifeofaworkgirl agreed! Being “too safe” can be lackluster #cmworld

@AshleyMaydak

 

@irahaberman shit. I love “engage.” It’s like saying “powers activate!” to me. Silly! #cmworld

@LUCYrk78

 

A6: Gain a true understanding of what #intelligentcontent involves, and look for good examples. #CMWorld

@WheelhouseBiz

 

@valswisher: @mikemyers614 who is the ‘buyer’ for this? -and what is this? #intelligentcontent #cmworld

@jf1216

 

@valswisher Aahh! You’re doing it again! 🙂 #cmworld

@mikemyers614

 

A7 Technology is very important. How can you reuse content if you cannot find it? You don’t want to copy & Paste. That’s a disaster #cmworld

@valswisher

 

Structure is great, but some content gets gathered in a much more effective way when it’s done in a deliberate unstructured manner. #cmworld

@CTrappe

 

A6: It’s easy to just guess at how or if people are reading your stuff. It’s better to find out what they really need. #CMWorld

@frame_nation

 

The art of storytelling is not new, making it relevant for newer ways to consume might be. #cmworld

@irahaberman

 

A7. #smartpeople with better tools and work ethic beats those w/o better tools. #cmworld

@KipMeacham

 

A6. I would choose a small project and test it out the mechanics of this. Always something to learn and adjust #cmworld

@michelelinn

 

@irahaberman YES! Work the resources you have accordingly #cmworld

@AshleyMaydak

 

A7 Important to the degree of the technology your target audience is using. Identify which technology suits the end-user. #cmworld

@alexadig

 

@LUCYrk78 are you a Wonder Twin? 😀 #donthitme cc: @irahaberman #CMWorld

@Mr_McFly

 

@CMIContent A5: Sounds like not many have gotten there yet #cmworld

@atxcopywriter

 

@jf1216 @valswisher Sorry, you lost me. #cmworld

@mikemyers614

 

@CMIContent @irahaberman Boom! #cmworld

@movystream

 

Copying others isn’t always the way to go. By way of example: Google was the 20th search engine out of the gate. Just sayin’ #cmworld

@CTrappe

 

A7 In techcomm, we use XML and DITA. DITA provides the structure. We model content using it. But wrong paradigm for marketing #cmworld

@valswisher

 

@eemiller08 @CrowdContent Hah! #CMWorld

@SparkerWorks

 

A7: if technology works for YOU, then it’s of utmost importance. If you’re using it just cuz you heard you should, 0 importance! #cmworld

@LUCYrk78

 

@eemiller08 yes, it’s much more effective than just asking. There is always a WHY! #CMWorld

@KylaK

 

@CTrappe I love thinking about this. User experience is what made them stand out #cmworld

@movystream

 

@BrandedCartoons Confusing to see you give an answer that’s all insight and no joke 🙂 #cmworld

@atxcopywriter

 

A8 Responsive websites are a must #cmworld

@TugceOe

 

A7 DITA provides the structure for TechComm using XML. Categories are not right for marketing (Task, reference, etc.) #cmworld

@valswisher

 

“@Mr_McFly: @LUCYrk78 are you a Wonder Twin? 😀 #donthitme cc: @irahaberman #CMWorld”haha! That’s the term I was looking for!

@LUCYrk78

 

@LUCYrk78 @irahaberman #CMWorld http://t.co/pbLgyqpwa2

@AnOrchidInBloom

 

this from @altimetergroup there are over 110+ content marketing tools…seems low to me #cmworld http://t.co/qt6GlcekqW

@jf1216

 

#intelligentcontent is not magic. Old rules still apply. Step one: don’t be boring. Step2: Everything else. #cmworld

@BrandedCartoons

 

Lynn @lanickels1 @CMIContent What tools are in your content marketing toolbox? #cmworld

@lanickels1

 

A6 I think structure can sometimes foster creativity as you’re not thinking about how to organize #cmworld

@michelelinn

 

A8 Check out my post: http://www.contentrules.com/blog/marketing-content-intelligent/ #CMWorld

@valswisher

 

@valswisher So how do we balance not being “salesy” with including a call to action? #cmworld

@jerinthe715

 

A7: Very important, you won’t see traction without a strong #tech infrastructure. #CMWorld

@godigitalmktg

 

@JesseStoler @ajkohn Good example! I’m jealous of how good he is at finding and using the right images (I find that so hard) #cmworld

@atxcopywriter

 

@BrandedCartoons That second one, though. #cmworld

@mikemyers614

 

@frame_nation any specific tools you use, besides traditional analytics? #cmworld

@AshleyMaydak

 

#cmworld Q: Do you think it’s too dangerous to allow your audience to participate in creating content, e.g. a “Caption This” image.

@WALToONs

 

10 Google #Analytics Tips for Measuring #Content Performance http://bit.ly/1Ef7xiW via @jeffalytics #googleanalytics #CMworld

@RyMontano

 

@valswisher structure connecting with #converged media..easier said than done #cmworld http://t.co/5nCaE1OiQq

@jf1216

 

@michelelinn Yes, boundaries require creativity! #cmworld

@mikemyers614

 

A7 Technology is important but don’t just use it for the sake of using it. Make it relevant & fun #cmworld

@lifeofaworkgirl

 

A7: probably less important than your own intuition. not important if ur using tech just because you think it’ll make you better. #cmworld

@tonyxrandall

 

A7. DITA and XML intimidate me. I think technology is important, but I would not start there #cmworld

@michelelinn

 

A7. Technology is your facilitator. Critical to plan for it else can’t create truly #intelligentcontent #CMworld

@Cambial

 

A7 We already use XML as a marketing output. Not being used to the extent it could be. A8 Check out my post: http://www.contentrules.com/blog/marketing-content-intelligent/ #cmworld

@valswisher

 

@michelelinn Not necessarily. APIs can now programmatically send offers across channels – mobile, video, social, etc. #cmworld

@godigitalmktg

 

@TugceOe So glad you’re on Team #RWD too. Your site must be optimized for all devices. #cmworld

@kayla_hollatz

 

We all talk about responsive design, but not enough about responsive content. I mean from a reading perspective not a design one. #cmworld

@irahaberman

 

@jerinthe715 When you know in what part of the sales funnel your customer is, it’s easy to push the right content and CTA #cmworld

@stjoseph

 

Oh good, now we’ve started using acronyms. 🙂 #cmworld

@mikemyers614

 

@valswisher Should we NOT be including CTAs? Is that an old-school anachronism? #cmworld

@jerinthe715

 

@valswisher DITA isn’t right for every intelligent content approach, but some use it in marketing. Example: http://www.intelligentcontentconference.com/ibms-james-mathewson-making-marketing-content-intelligent/ #cmworld

@MarciaRJohnston

 

@mikemyers614: are we talking about products that make this stuff happen? is it from this list of vendors? #cmworld http://t.co/1HIgb1kmuk

@jf1216

 

@michelelinn @kayla_hollatz @atxcopywriter great research report on using snackable content http://bit.ly/1M3sez1 (1 of 2) #CMWorld

@eccushing

 

A7: Technology is muy importante! If everyone is reading on their mobile phone now, I need to structure the content differently. #CMWorld

@frame_nation

 

@jerinthe715 When CTA makes sense in context, it’s not salesy. “Want to read more? Download X” or “Put it into action. Try a demo” #cmworld

@RepCapital

 

MT @LUCYrk78: if tech works for YOU, then it’s of utmost importance. If you’re using it just cuz you heard you should, 0 importance #cmworld

@lizfrances28

 

A8: XML can be intimidating, but it is the basis of content reuse, semantic tagging, etc. #cmworld

@valswisher

 

Great post on technology behind The Language of Content Strategy. It helped me understand the how: http://www.intelligentcontentconference.com/technology-behind-language-content-strategy/ #cmworld

@michelelinn

 

@kayla_hollatz Redesigning our old website at work right now to a #rwd is so important in today’s marketing! #cmworld

@TugceOe

 

@WALToONs Can be tricky – I’ve seen it work really well and I’ve seen it bomb horribly #CMWorld

@Cambial

 

@frame_nation Structure, and create different kinds too! #cmworld

@martinlieberman

 

A8 Copy & Paste is NOT the way to reuse chunks of content. #cmworld

@valswisher

 

Q8: Are there tools, resources, blog posts, training for content marketers to better understand #intelligentcontent? #CMWorld

 

@godigitalmktg I would love to learn more. Any links you can send to help me understand? #cmworld

@michelelinn

 

A8 Check out my post http://www.contentrules.com/blog/marketing-content-intelligent/ #CMWorld

@valswisher

 

@CMIContent This is the question I’m waiting for so I can learn more! 🙂 #cmworld

@TeriMKojetin

 

@michelelinn @kayla_hollatz @atxcopywriter Another great report on the #ROI of smart #contentmarketing http://bit.ly/18K8owv #CMWorld

@eccushing

 

@jf1216 IDK, but I think #intelligentcontent as a concept is bigger than merely a set of tools that can enable it. #cmworld

@mikemyers614

 

@WALToONs That’s why it’s important to KNOW your audience. The UGC disasters have all been from companies oblivious to sentiment #CMWorld

@SparkerWorks

 

@michelelinn: A7. DITA and XML intimidate everyone – not in marketers vocabulary, still trying to figure out what a ‘retweet’ is #cmworld

@jf1216

 

@frame_nation So true! #Mobile is a game-changer when it comes to writing #content. #CMWorld

@godigitalmktg

 

@valswisher A8 preach it! #cmworld

@sarahokeefe

 

@jerinthe715 Nah, I’m all about the RIGHT CTA. Give your reader a next step. Don’t leave them hanging. #cmworld

@RepCapital

 

A8 Read: http://contentmarketinginstitute.com/2015/01/evolution-content-marketing-include-intelligent-content/ by @joepulizzi #cmworld

@valswisher

 

@valswisher Nice article, Val. I like the “yet.” 🙂 #cmworld

@MarciaRJohnston

 

A7: Tech should be a vessel for #intelligentcontent distribution but you should still be active w/users. Being personal is good. #cmworld

@eemiller08

 

Interesting… still pondering this @mikemyers614 Structure will inform your strategy and strategy will inform structure. #CMWorld IMHO

@AlaureMktg

 

A8 And my buddy @scottabel http://contentmarketinginstitute.com/2015/02/abel-content-marketers-intelligent-content/ #cmworld

@valswisher

 

@CMIContent uh, at the risk of being to “salesy”, I think @Atomic_Reach has a pretty cool intelligent content creation platform. #cmworld

@irahaberman

 

A8: I’d say life is the best tool! Who you are offline should be no different than who you are online. Deepen your relps and do it! #cmworld

@LUCYrk78

 

@jf1216 I know . . . there is never a day that goes by when I don’t have something to learn, but that makes me happy #cmworld

@michelelinn

 

@stjoseph @jerinthe715 YES. Different types of content speak to people in different places. #CMWorld

@eccushing

 

A8. @hubspot and @uberflip constantly post great stuff for content marketers #cmworld

@stjoseph

 

@WALToONs We have recently started doing something similar. So far, so good. In short, it’s a great idea! #cmworld. Engagement!

@CrowdContent

 

@irahaberman @CMIContent @Atomic_Reach I’ll never live this down. #cmworld

@LUCYrk78

 

@michelelinn: said it best @michelelinn Intelligent content makes it easier for your customers to find what they need #cmworld

@jf1216

 

@AlaureMktg I don’t disagree, but there has to be starting point. Both can inform, but strategy first so you know where to go. #cmworld

@mikemyers614

 

Don’t forget to buy my book, y’all. http://www.amazon.com/Global-Content-Strategy-Val-Swisher/dp/1937434400/ref=sr_1_1?ie=UTF8&qid=1425404825&sr=8-1&keywords=val+swisher #CMworld #shameless

@valswisher

 

@sarahokeefe @valswisher Amen! #cmworld

@MarciaRJohnston

 

@michelelinn I’m not able to attend but am hoping to squeeze in as much quality time w/folks who are here for it as possible! 🙂 #cmworld

@SFerika

 

@michelelinn: -The key for all of us? ‘I found this person, now what will I say? beyond ‘make it relevant, personal’ #cmworld

@jf1216

 

@michelelinn @kayla_hollatz @atxcopywriter You’re welcome! Any research on #contentmarketing excites me #CMWorld http://t.co/rYySGda7XW

@eccushing

 

True! Art of storytelling as old as communications @irahaberman. Just as we consume media differently, we use it differently #CMWorld

@Cambial

 

@CMIContent Great Q. Right now, http://www.intelligentcontentconference.com/category/blog/ is our main go-to resource for #intelligentcontent. #cmworld

@CrowdContent

 

Here’s a client success story about using @atomic_reach. The numbers are staggering. http://bit.ly/1Nd23cC #cmworld

@irahaberman

 

A8 http://intelligentcontentconference.com/category/blog/ Definitely good articles. #CMworld

@valswisher

 

@valswisher: @Mr_McFly I’m still at the level of ‘what is it? “Very theoretical – right, place, right time has been around for yrs #cmworld

@jf1216

 

Ps. you could also download our omnichannel trends report http://library.stjoseph.com/omnichannel-report.html #cmworld #shamelessplug

@stjoseph

 

@jf1216 Been around for years in techcomm. Marcomm just starting to understand the value. Seems foreign at first, I know. #CMWorld

@valswisher

 

@jf1216 I like thinking of intersection between your personality / interests and customers’ needs #cmworld

@michelelinn

 

A8 My colleague @amoravick over at @aberdeengroup runs a great site for content marketers: http://bit.ly/1AVYiTy #CMWorld

@eccushing

 

@michelelinn: that is good – I think we’ve solved the targeting, I know we haven’t solved the ‘right content’ – that is scalable #cmworld

@jf1216

 

@CMIContent A7: Helps to know what’s possible before diving in. It might inform your approach. #cmworld

@atxcopywriter

 

@valswisher After all this, a written, published paper book seems kinda old-school, yeah? 😉 #cmworld

@jerinthe715

 

@valswisher can content quality suffer if you’re trying to create content for marketing and training purposes simultaneously? #cmworld

@tonyxrandall

 

@michelelinn @jf1216 We’re working on an IC eBook that intros DITA, XML & all of this—a nonscary view with pictures. #cmworld

@MarciaRJohnston

 

@tonyxrandall Xclnt question. I think it can if it is not done well. Must be thought through before you start typing for sure. #CMWorld

@valswisher

 

@valswisher I agree. thanks for your insight. may be best to create for one purpose but reuse applicable parts for different means? #cmworld

@tonyxrandall

 

@MarciaRJohnston #intelligentcontent will struggle to gain traction with marketers unless it moves beyond scariness of DITA, XML #cmworld

@jf1216

 

@RepCapital @jerinthe715 Value of CTAs seems to be gospel everywhere I look (esp. amongst conversion specialists, who should know) #CMWorld

@atxcopywriter

 

Let’s talk about Global Content Strategy soon, okay? #CMWorld @CMIContent

@valswisher

 

@jf1216 Not everyone on an intelligent content team has to be a content engineer. 🙂 #cmworld

@MarciaRJohnston

 

This was a fast and furious #CMworld this week! I think I’ll look like this the rest of the afternoon! http://t.co/iu6UIQi4Nh

@eccushing

 

@MarciaRJohnston: you’re assuming there’s an #intelligentcontent team, marketers still trying to figure out #socialmedia 🙂 #cmworld

@jf1216

 

True. MT @jf1216: @MarciaRJohnston: you’re assuming there’s an #intelligentcontent team, we’re still trying to figure out #SoMe 🙂 #cmworld

@mikemyers614

 

@jf1216 Jeff, it’s a big (and worthy) challenge. You may end up becoming one of the leaders. #cmworld

@MarciaRJohnston

 

We’re here every Tues! Next week, we’re talking about using @SlideShare for #contentmarketing. http://contentmarketingworld.com/cmworld-twitter-chats/ #CMWorld

@CMIContent

 

Find more info on @valswisher, visit the @contentrulesinc website http://www.contentrules.com/ #CMWorld

@CMIContent

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