#cmworld content strategy twitter chat

#CMWorldContent StrategyTWITTER CHATFeaturing SAP’s Michael Brenner @BrennerMichael and Content Marketing Institute’s Joe Pulizzi @JoePulizzi

#CMWorld • contentmarketingworld.com

http://twitter.com/BrennerMichael

https://twitter.com/joepulizzi

http://contentmarketingworld.com


Content Strategy #CMWorld • Twitter Chat

Q1: Let’s get started! What is the difference between #contentmarketing

and #contentstrategy? #CMWorld




A1: #contentmarketing is the WHAT and WHEN and #ContentStrategy

is the WHY, WHO and HOW #cmworld

Michael Brenner @BrennerMichael

@CMIContent #contentstrategy is knowing what your audience wants.

#contentmarketing is the creation/distribution #CMWorld

Jason ouellette @JayOuellette

A1: #contentstrategy is the plan#contentmarketing is the action #cmworld

Jason aplin @JasonAplin

A1: #contentmarketing and #contentstrategy are tied at the hip.

You should NOT have one without the other. #cmworld

Joe pulizzi @joepulizzi



http://twitter.com/JayOuellette

http://twitter.com/JasonAplin




Q2: What is the first step you’d recommend when developing a

content strategy? #CMWorld




A2: 1st step in content strategy is defining the business objective or the

content marketing mission statement @JoePulizzi calls it #cmworld


A2. Develop buyer personas! How else will you know who you’re

creating content for? Or what they need? #cmworld

ardath alBee @ardath421

#CMWorld A2: First step in creating #contentstrategy is defining personas

and the objectives of the campaign

cat Fyson (Koozai) @Koozai_Cat

A2: #contentstrategy - Who (Personas) and Why (Our Business Objective

and the Informational Pain Point We are Solving with Content) #cmworld







Q3: What tools, calendars, resources do you use most when developing

content strategy? #CMWorld




A3: The most underutilized tool of all time with #contentmarketing - Actually talking

to real live customers! #cmworld


Q3: My key tool for #contentstrategy is @Topsy - I map an interest graph

of people talking about a particular idea or topic. #cmworld

angela dunn @blogbrevity

A3: The most important tools for us include lots of keyword research,

clear personas and analytics to test and measure #cmworld


#CMWorld A3: There are so many tools out there - Google Trends is definitely

a favourite though, and Content Generators are fun

cat Fyson (Koozai) @Koozai_Cat

















Q4: What is the best way to determinewho in your organization is the best

person to connect with your customers? #CMWorld




A4: we have tens of thousands of employees @SAP and they ALL have

something to say, special knowledge and skills and experience #cmworld


A4: Trick question...all employees are connecting with customers today.

So culture is key here. #cmworld


A4: The role belongs to the shepherds in your company...everyone SHOULD

participate #cmworld

Jason aplin @JasonAplin

@joepulizzi A4: Employees can be invaluable brand ambassadors & help

humanize the org. It’s about education, training & guidelines. #CMWorld

Jessica sMith @WarJessEagle



http://twitter.com/JasonAplin

http://twitter.com/WarJessEagle



Q5: Does your organization have a documented content strategy? How did you build your business

case for it? #CMWorld




A5: We have nine documented buyer personas, but have chosen to develop

#contentstrategies for two of them. #cmworld


A5: We have a documented #contentstrategy with executive buy-in for segments

of our business also #cmworld


A5: You don’t have to have a #contentstrategy for every persona. You can make

the choice...and should. #cmworld


@BrennerMichael Without analytics to add additional insight - you only get half

the picture. But human insight to analytics is key! #cmworld





http://twitter.com/blogbrevity



Q6: How does design play intocontent marketing? #CMWorld




A6: design is huge! It offers the biggest opportunity to differentiate

your branded content marketing #cmworld


A6 Design is not just the visual aspect – design thinking guides my

#contentstrategy process. :) #cmworld


@CMIContent A6: There’s a lot of noise out there; good, compelling design

will help you stand out from the crowd. #CMWorld

Jessica sMith @WarJessEagle

Designers are (or should be) involved in content strategy from the get-go! #CMWorld

Joseph KalinoWsKi @ringo66



http://twitter.com/blogbrevity

http://twitter.com/WarJessEagle

http://twitter.com/@ringo66



Q7: How do you decide which is bestfor your #contentmarketing – video,

text or images? #CMWorld




A7: We use persona-based research to determine initial mix of content types

but then test, test, test what works. #cmworld


@CMIContent A7: Some combination of the 3 is preferable. Also, the strengths

of the staff creating the content has to play a role #CMWorld

Kristen hicKs @atxcopywriter

A7: What is the content mix that accomplishes your goals? - sales, lower costs,

happier customers, etc. #cmworld


A7: Depends on objective, audience and budget. A combo of all three would

be ideal. #cmworld

reena Vadehra @ReenaVadehra



http://twitter.com/atxcopywriter








Q8: What are some best practices in getting people to share your content?

#CMWorld




A8: Start by building your influencer hit list (at least 10-15 people).

Share relevant content. Give A LOT to build your audience #cmworld


@CMIContent Sharing plenty of content yourself! Someone whose content

you’ve shared with reciprocate if yours is good #CMWorld

Kristen hicKs @atxcopywriter

#cmworld A8 if it’s not interesting to you, it’s not interesting to them.

Ken ericson @kenericson

A8: I find one of the most effective methods is to ask. Send out an email with

pre-crafted tweets, LI and FB updates. Make it easy. #CMWorld

sarah Mitchell @globalcopywrite


http://twitter.com/atxcopywriter

http://twitter.com/kenericson

http://twitter.com/globalcopywrite



Q9: What are some rules we should consider when deciding if content

is off-limits?




If your mother wouldn’t be proud of your piece of #contentmarketing,

don’t distribute it. #cmworld


Repeat after this tweet: No one cares about your product or service,

they care about themselves. Create content people care about. #cmworld


@CMIContent shareable content is hard. have to resist the urge to create

promotional content no one wants or reads #cmworld









Q10: Our last question: Now that we’ve talked about building a strategy,

how do we decide how much content is enough? #CMWorld




@CMIContent A10 more is not better. Give #content room to breathe

so conversation can build #CMWorld

anna @annasternoff

A10: I don’t believe any brand can create all the content customers seek.

Must mix creation, curation, syndication to reach goals #cmworld


A10: I wouldn’t look at it like that. Less is more, so spend the time you have to

create quality, not quantity #CMWorld

JaMes perrin @Koozai_James

A10: I dont think the problem is too much content, its not enough good content.

If you sustain quality content nobody will complain #cmworld

henry Johnson @TalktoHenryJ


http://twitter.com/annasternoff

http://twitter.com/Koozai_James

http://twitter.com/TalktoHenryJ



Want to learn more?Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits.Simply follow #cmworld on twitter to join the conversation.

• July 2: Content Strategy with Michael Brenner @brennermichael

• July 9: Search and Social with lee odden @leeodden

• July 16: Financial Content Marketing with Mitch Joel @mitchjoel

• July 23: Social Media Marketing with Joe chernov @jchernov

• July 30: B2B Content Marketing with ardath albee @ardath421

• august 6: Small Business Content Marketing with Brian clark @copyblogger

• august 13: Multi-Channel Marketing with andrew davis @tpldrew

• august 20: Technology Content Marketing with rohit Bhargava @rohitbhargava

To better understand content strategy, download cMi’s

content Marketing Framework: 7 Building

Blocks to success.

To read the full transcript of this chat, visit http://bit.ly/CMWchat_Brenner




http://twitter.com/leeodden

http://twitter.com/mitchjoel

http://twitter.com/jchernov

http://twitter.com/ardath421

http://twitter.com/copyblogger

http://twitter.com/tpldrew

http://twitter.com/rohitbhargava

http://contentmarketinginstitute.com/2013/03/content-marketing-institute-framework/




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