If you’re not making friends, you’re doing it wrong #contentmarketing #CMWorld
Andy Crestodina @crestodina
This sentiment from Andy Crestodina aptly describes our feelings about our #CMWorld Twitter chat community, which is hundreds of content marketers strong.
Today, we share a smattering of the 42,000-plus tweets shared on our #CMWorld Twitter chats from 2014. These are some of the most retweeted and thought-provoking tweets organized by category. If you like sound-bite nuggets of wisdom, you’ll love learning from our community.
We offer sincere thanks to all who have joined us for a chat this year. And, if you have been thinking about joining us, please do so. The community is very welcoming and fun – and we learn A LOT each week. The #CMWorld Twitter chats are at noon (U.S. Eastern time) every Tuesday (upcoming schedule).
Content marketing strategy
I’m hopeful brands move away from awareness as #1 goal to 1) customer retention and 2) demand generation. #CMWorld Joe Pulizzi @JoePulizzi
I like to explain CM as being a way to transform customers from a static audience into a source of research, innovation & sales. #CMWorld Jake Parent @JakeDParent
@PatrickHayslett Content strategy by buying cycle is 1 of the biggest differences between leaders and laggards in #contentmarketing. #CMWorld Michael Brenner @BrennerMichael
Inspiring content sends you on a quest. Useful content helps me choose. Entertaining content drives loyalty. #CMWorld Andrew Davis @TPLDrew
There are still too many brands running content marketing with a campaign mentality – short-term results vs. bldg audience. #CMWorld Joe Pulizzi @JoePulizzi
My top frustration – people confusing content itself with the desired outcome of content marketing. #CMWorld http://t.co/1yO47pWAQf Simon Kemp @eskimon
@RtMixMktg If looking at strategy, here are some tips of what should be “sticky”, what to revisit when: http://t.co/3zbK9IXvPu. #CMWorld Michele Linn @michelelinn
Look at your strategy, see what other people are doing … if something isn’t working, change it! #CMWorld Brandie McCallum @lttlewys
Content strategy
In content strategy, content is viewed as an asset. The strategy is to help manage and use that asset correctly. #CMWorld Joe Pulizzi @JoePulizzi
Creating an agile strategy that focuses on real-time while listening to the community to find right-time! #CMWorld http://t.co/PCWBxgWOn8 Brian Fanzo @iSocialFanz
Content strategy looks at content as an asset for the entire organization. Content mktg uses it to attract/retain customers. #CMWorld Joe Pulizzi @JoePulizzi
It’s important to remember #ContentStrategy helps you PLAN for #ContentMarketing; they are not interchangeable terms. #CMWorld Heather Meza @HeatherMeza
Consider how to “re-imagine” your content before you create it. This reduces content creation time. #CMWorld HeidiCohen @heidicohen
Do a content audit and gap analysis 1st. Look at metrics to see where you need to go next. #CMWorld Amy Higgins @amywhiggins
From a business perspective, content reuse across different channels = efficiency + less resources. #CMWorld Melissa Breker @melissabreker
Matching messaging to the customer journey enables a frictionless buying experience. #CMWorld Jenny Magic @JennyLMagic
A big trend for 2015 will be using content as a real asset. What @Carlos_Abler would say “unanticipated reuses” of content. #CMWorld Joe Pulizzi @JoePulizzi
“UpCycle” content … test, tweak and reuse it across networks, in different formats & w/different goals! #CMWorld http://t.co/i1na5fnuPI Brian Fanzo @iSocialFanz
RELATED: Join us at Intelligent Content Conference to learn more about content strategy
Operations, teams, and processes
Find the gaps in marketing talent, technology and strategy that present growth opps, and fill them. #CMWorld Paul Roetzer @paulroetzer
Create opportunities for collaboration. If you enable people, and give them a space, they will jump in. #CMWorld Stéphanie Montreuil @Steph_Montreuil
Marketing folks blame executives a lot for not “buying in.” But it’s their job to be skeptical. Yours is to convince them. #CMWorld Jake Parent @JakeDParent
Too much process turns content marketing into a sausage factory. I’m a bacon guy. #CMWorld Doug Kessler @dougkessler
For brainstorming: get the team out of the office and into the pub (or park or pizza place). It’s ALWAYS better. #CMWorld Doug Kessler @dougkessler
Earlier collaboration between writers and designers leads to better work every time. Not always possible, but always desirable. #CMWorld Doug Kessler @dougkessler
Marketing needs to stop focusing on the “hand-off” to sales and commit to supporting the entire customer journey. #CMWorld Shelly Lucas @pisarose
Get sales involved with content topics/focus – find out what they/customers NEED, not what we think they need #CMWorld Danalynne Wheeler @dwheeler11
Think of sales people as customers. Create personas of them to understand how they engage with your content. #CMWorld Carla Johnson @CarlaJohnson
There will be a resurgence in the value of a journalist/storyteller … we will see this in new roles and higher pay. #CMWorld Joe Pulizzi @JoePulizzi
It’s important to note that workflows aren’t static. Different content types require different workflows. #CMWorld Jesse Noyes @noyesjesse
Focus on creating great content with repeatable processes … Communicate & Collaborate as a team! #CMWorld Brian Fanzo @iSocialFanz
I’m honestly not sure how repurposing gets done without workflows. At least not in a sustained way. #CMWorld Jesse Noyes @noyesjesse
It doesn’t matter who produces your content. As long as it’s focused on triggering the right journey. #CMWorld Andrew Davis @TPLDrew
Absolutely. Content and social should share unified strategy. Your customers don’t care about your org chart. #CMWorld Jay Baer @jaybaer
Content marketing stops being one department’s job – and starts to become infused in the entire direction of the enterprise. #CMWorld Joe Pulizzi @JoePulizzi
It’s exciting how many new opportunities there are for marketers, writers, journalists and IT folk in #contentmarketing. #CMWorld Joe Pulizzi @JoePulizzi
A ‘reasonable’ schedule should be defined by the convergence of your audience and your medium. What do they want/expect, when? #CMWorld Mike Myers @mikemyers61
Planning is important, but at some point we have to start publishing. Over-planning can kill any good strategy. #contentmarketing #CMWorld Christoph Trappe @CTrappe
RELATED: Learn how to make your processes more scalable and efficient at Intelligent Content Conference
Building your audience
Being ultra-focused means you can connect with potential customers quicker and laser-focus into the content they want. #CMWorld Susyn Elise Duris @SusynEliseDuris
A landing page with no strategy might as well be a trampoline … Visitors will just bounce! #CMWorld Brian Fanzo @iSocial_Fanz
A landing page must deliver on whatever promise was made to get someone to visit it. #CMWorld Ardath Albee @ardath421
@Brewbom #CMWorld Right – as long as a lot of important traffic goes there – it’s a landing page – whether you control it or not. Tim Ash @tim_ash
Get out of your bubble and get to know your audience. Know their problems, not just the ones you solve. #CMWorld Eric Wittlake @wittlake
@CMIContent – #leadgeneration is more focused on “top of funnel” contact acquisition and does not focus on a holistic approach. #CMWorld Carlos Hidalgo @cahidalgo
BIG issue I find in most companies use of marketing automation is they don’t create a persona for influencers who are not customers. #CMWorld Andy Newbom @Brewbom
Nurturing takes time – and it’s not your timeline – we tend to forget this. #CMWorld Ardath Albee @ardath421
My take: Nurturing helps the lead warm themselves! Not intrusive, not pushy. Educates. Informs. Even inspires. #CMWorld Deana Goldasich @goldasich
Nurture Mistake: Too much frequency – fatiguing your prospects – what other emails do they get from your co? #CMWorld Ardath Albee @ardath421
If you want to inspire people to go on a journey, you’re going to have to get to know what motivates them. #CMWorld Andrew Davis @TPLDrew
We get tired of something waaayy faster than external audiences do, but it’s hard to remember that sometimes. #CMWorld Mike Myers @mikemyers614
Companies with high conversion rates never assume their assumptions, they test them! #CMWorld http://t.co/o7pZtzByfh Ian Cleary @IanCleary
Use email marketing as a tried and tested route to building your sales funnel. #CMWorld http://t.co/Jb6O3ZhLW7 Ian Cleary @IanCleary
With the right content, people will convert themselves to the channel that suits them & their needs – Twitter, FB, Email etc. #CMWorld Nick Kellet @NickKellet
Conversion is your destination and optimization is improving how you get there. #CMWorld http://t.co/BAsY569UKr Ian Cleary @IanCleary
Don’t chase acceptance. Be good. Be who you are. Let your audience select and prefer you. #CMWorld Rick Short @RickShort21
Knowing your audience should be your biggest challenge even if you don’t see it that way. #CMWorld Victor Garcia @EducationNews1
RELATED: More articles on how to build your audience
Content creation
“Leave out the parts that readers tend to skip” – Elmore Leonard #CMWorld Phaedra Hise @HiPhaedra
You sound a hell of a lot smarter when you create content specifically for a certain group of people … can be meatier. #CMWorld Traci Browne @tracibrowne
Not having original content is like being @ the prom & three girls are wearing your dress. You blend in rather than stand out. #CMWorld Deborah Ng @debng
Best Q I heard on what to get from prospects – @rapleaf CEO “What’s 1 piece of data on your customers that would change your biz?” #CMWorld Andy Newbom @Brewbom
Original content isn’t as much of a point as relevant content – context is important 🙂 #CMWorld Ardath Albee @ardath421
It is time to change #mobile from a noun to a verb. Be mobile, not do mobile. h/t @bradmays #CMWorld Tim Hayden @TheTimHayden
Mobile has made us all mobile speed. All of your content should be digestible and chunked #CMWorld Andy Newbom @Brewbom
Brands need to pay attention to their writing as a differentiator re: personality, too. Good writing is often undervalued in content. #CMWorld Ann Handley @annhandley
I think your personality or voice is consistent. But your tone changes depending on the platform/customer mindset. @CMIContent #CMWorld Ann Handley @annhandley
Write how you speak instead of how you *think* you should write. #CMWorld Linda Dessau @lindadessau
Many 1st-time authors are surprised to learn that readers LIKE insight into their personality. #CMWorld Rick Short @RickShort21
I encourage new authors to take time to find their voice & style. It’s a process. #CMWorld Rick Short @RickShort21
I like to write the “evil twin” of a post. Write the best practices … then write the common mistakes. Make it a guest post. #CMWorld Andy Crestodina @crestodina
I’ve never consulted for a company that didn’t have great stories – most times they just were not in “story” form. #CMWorld Joe Pulizzi @JoePulizzi
RELATED: CMI’s most popular articles on content creation
Podcasting
Podcasting is a perfect fit for mobile & more companies are getting that. #CMWorld Pamela Muldoon @pamelamuldoon
A podcast is not like Field of Dreams. If you build it … they will not come. Promotion, community & ease of sharing are critical. #CMWorld Pamela Muldoon @pamelamuldoon
Podcasts have become an important way to reach an increasingly busy public. #CMWorld Mike Myers @mikemyers614
Podcasting is the most intimate form of content we have as marketers. It is a perfect platform for storytelling. #CMWorld Pamela Muldoon @pamelamuldoon
Every person & brand has a story. Even if it’s a short story, it’s worth sharing with your community/audience. #CMWorld Crowd Content @CrowdContent
RELATED: Check out CMI’s Podcast Network with shows from Joe Pulizzi, Robert Rose, Pamela Muldoon, Todd Wheatland, and Andrew Davis
Visual content
Print is tangible. Even though we read a lot of online content, it sometimes feels less so. #CMWorld Ardath Albee @ardath421
Best thing about print? You have audience’s COMPLETE attention. How many distractions are popping up on your screen right now? #CMWorld Luke Sackandy @LukeNPC
@lttlewys I never realized it, but having a print magazine became a competitive advantage for us. Go figure. #CMWorld Joe Pulizzi @JoePulizzi
Think VISUAL content where possible. It doesn’t need translation. 2014 is the year of visual content. #CMWorld HeidiCohen @heidicohen
Not just writing, imagery is a huge area to consider too – pictures and video must also be sensitive to cultural mores #CMWorld Natalie Howells @NHowellsFW
Quite often video is treated as a standalone. How does it fit in with your content strategy and storyline? #CMWorld Ardath Albee @ardath421
To me a video should ENHANCE and amplify great copy and photos NOT always replace it. #CMWorld Andy Newbom @Brewbom
Be in control and you’re doing things intentionally. Arbitrarily selecting art will cheapen the experience. #CMWorld Buddy Scalera @MarketingBuddy
Be descriptive even with visuals. Limit your text where feasible. Make the message be as direct as possible. #CMWorld Carmella Lanni @vegecomgirl
Seems simple, but always always ask “what story does this visual fit into”. #CMWorld Joe Cardillo @joecardillo
Use it to LEARN. @SlideShare is my first stop every morning while I drink my coffee. I’ve learned so much there! #CMWorld Jonathon Colman @jcolman
Placing original design between templated pieces. The mixture of the 2 promotes creativity & consistency at the same time. #CMWorld Joseph Kalinowski @ringo66
“Design by committee” can bring the whole project to a grinding halt. #CMWorld #ugh Joseph Kalinowski @ringo66
RELATED: CMI’s most popular articles on visual content and design
Getting the most from in-person events
The internet has raised the bar for events. You have to be providing content attendees can’t get online. #CMWorld Traci Browne @tracibrowne
Everyone you meet is a source of content – @crestodina’s yearbook proved that at last year’s #CMWorld. Nick Kellet @NickKellet
Cover the #event like a #journalist. What would your audience want to know/ask if they were there? #CMWorld Mike Myers @mikemyers614
Organize notes and prioritize based on need and length of time needed. Make a goal to implement “quick ideas” within 30 days. #CMWorld Cathy McPhillips @cmcphillips
I always try to find 1-2 ah-ha ideas at any event; find that nugget that sings to YOU & take immediate action (Pronto!); Take risks #CMWorld Peter Loibl @PeterLoibl
Content marketing allows brands to provide value in new ways and track customers thru conversion. #CMWorld Scott Lum @ScottLum
Introverts often have better networking experiences. We don’t walk away w/a pocket full of cards, just a few solid connections.#CMWorld Traci Browne @tracibrowne
The 2 tricks to making connections at a conference: 1) Research before the show. 2) Follow up after! #CMWorld Andy Crestodina @crestodina
The best content marketers are constantly networking. The very best use the phone, in-person meetings and live events … #CMWorld Andy Crestodina @crestodina
Good speakers also pre-schedule a tweet with a link to their slides, right after they finish speaking. Classic. #CMWorld Shannon Doubleday @shhh
Life cycle of a speaking engagement: blog posts & tweets pre-event and post-event, spanning 6-10 weeks depending on engagement. #CMWorld Leslie Brand @LLBrand
RELATED: Join us at the world’s largest content marketing event: Content Marketing World
Influencer marketing
The secret about influencers is that often they themselves may not think they are influential. #CMWorld Andy Newbom @Brewbom
#CMWorld Help your influencers look good in front of their audiences. They love social currency. Marc Lawn @businessgp
Influencers are not like Pokemon – you shouldn’t try to collect them all! 😉 #CMWorld Erika Heald @SFerika
“Co-create with someone famous & they’re your friend for a day. Help someone become famous & they’re friends for life.” #CMWorld Lee Odden @leeodden
Co-created content invests participants in the end product, incentivizing them to share & make it a success. #CMWorld Lee Odden @leeodden
Start growing a network NOW, not when you need them. I had to start somewhere 🙂 Find ways to create value, then level up. #CMWorld Lee Odden @leeodden
Content distribution and promotion
“Blasting our content on every channel in the same form” is not a channel plan or at least a good one. #CMWorld Cathy McPhillips @cmcphillips
Please remember – advertising is not the only way to amplify content. Don’t forget PUBLIC RELATIONS & MEDIA RELATIONS! 😉 #CMWorld Kris Huson @Vruno
I used to think paid social was an oxymoron but now it’s a necessity. #CMWorld Scott Lum @ScottLum
RELATED: More ideas on how to distribute and promote your content
Social media
I don’t look at social marketing and content marketing as two different things anymore – they feed each other. #CMWorld Scott Lum @ScottLum
The contacts feature is one of most underutilized / known features on @LinkedIn. #CMWorld Bernie Borges @bernieborges
Pulse and #LI Influencers have created a content hub too rich too ignore. #CMWorld Bernie Borges @bernieborges
Social strategy is required even if you do ZERO content, because consumers are using social like a telephone. #CMWorld Jay Baer @jaybaer
Remember that social (and content) success is about the wizard, not the wand. The tool is a means to an end you determine. #CMWorld Jay Baer @jaybaer
Remember that once you leave a social channel, it’s not easy to return. So you better be SURE you’re out forever. #CMWorld Jay Baer @jaybaer
Measurement and ROI
Numbers matter, but so do anecdotes and stories. Don’t discount storytelling in your measurement. #CMWorld Eric Wittlake @wittlake
Industry benchmarks are not that helpful. Benchmark yourself and work against that. #CMWorld Ardath Albee @ardath421
It’s also important to think about what you’ll do with the metrics – what do they inform? #CMWorld Ardath Albee @ardath421
Dig into @GoogleAnalytics. Look at trends. Look beyond page views and into conversions, better yet conversions by topic. #CMWorld Cathy McPhillips @cmcphillips
RELATED: More articles on measurement and ROI
Technology
Marketing is now a technology-powered discipline. Every marketer should become comfortable with that #CMWorld Scott Brinker @chiefmartec
With marketing and tech changing so fast we need to test and fail fast – learn faster. #CMWorld Scott Lum @ScottLum
Tools that operationalize your content strategy are the way to go – not tech then strategy. #CMWorld Ardath Albee @ardath421
Ask yourself this question – which apps are duplicating efforts? Which can drop? Save yourself time to make what you have work. #CMWorld Nick Kellet @NickKellet
Marketing automation tools simply automate your process. They don’t automate creating the process. #CMWorld Andy Newbom @Brewbom
This diagram shows them as facilitators between 4 constituents: CMO, IT, non-tech marketers, and vendors. #CMWorld http://t.co/wYhGC7xYOw Scott Brinker @chiefmartec
I love file sharing programs such as Dropbox. Having a hub for all files between artists & editors is clutch. #CMWorld Joseph Kalinowski @ringo66
#Tools? I love: @buffer @SumAll @Canva @GetSwayy @treble_io @followspruce @Nuzzel @warblealerts @listly #CMWorld Christin Kardos @ChristinKardos
Miscellaneous wisdom
Big brands can learn from small brands by acting smaller and more local. By letting people in. Being more open. #CMWorld Nick Kellet @NickKellet
Mass markets are really a collection of niches that overlap across general needs. #CMWorld HeidiCohen @heidicohen
I think there is often an opportunity to “connect the dots” for people – contextualize and make sense of info. #CMWorld Michele Linn @michelelinn
I’m starting to feel, maybe for the first time, that content marketing is becoming a credible discipline of marketing. #CMWorld Joe Pulizzi @JoePulizzi
Content is evolving from communications to experiences, new tech for the 4th wave of content marketing. #CMWorld Carla Johnson @CarlaJohnson
Other Startup Content Creator Hall of Famers include: @Wistia @priceintel @Buffer @intercom @helpscout @uberflip #CMWorld Jay Acunzo @Jay_zo
Oreo probably did more to harm the real-time movement than help, because everyone thought it was so easy. It’s not. #CMWorld Joe Pulizzi @JoePulizzi
The biggest misconceptions of #contentmarketing: content marketing is a mindset, not a tool set #CMWorld Michael Brenner @BrennerMichael
Content is every company’s best product! #CMWorld Michael Brenner @BrennerMichael
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Cover image by Joseph Kalinowski/Content Marketing Institute
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