Download - #CMWorld Twitter Chat with Andrew Davis on Multichannel Content Marketing

#CMWorldMULTI-CHANNEL CONTENT MARKETINGTWITTER CHATFeaturing Author of Brandscaping Andrew Davis @TPLDrewand Content Marketing Institute’s Joe Pulizzi @JoePulizzi

#CMWorld • contentmarketingworld.com

http://twitter.com/TPLdrew

https://twitter.com/joepulizzi

http://contentmarketingworld.com


Multi-Channel Content Marketing #CMWorld • Twitter Chat

Q1: Andrew - your #CMWorld presentation is called Bigger Success.

Less Content. How exactly does that work?




@CMIContent A1 Your audience is inundated with 2 much content.

Instead, create 1 piece of content a week they can’t ignore #CMworld

@TPLDrew

A1: Marketers think their biggest challenge is needing more content. That is never

(ever) the case. #cmworld

@JoePulizzi

A1a Consider building a relationship with a valuable audience by owning 3 min of

their day, once a week! #CMworld

@TPLDrew

Totally agree! @JoePulizzi would you prefer a 100 rain drops or a class of water?

Focus on what works and do it right. #cmworld

@MichaelMooneyy



http://twitter.com/joepulizzi


https://twitter.com/MichaelMooneyy



Q2: Can you give me an exampleof someone who creates one piece ofgreat content every week? #CMWorld




A2 @CMIContent Lay’s is doing a great job with their 75 + Sunny campaign:

https://t.co/3ey0GqbhZg #CMWorld

@SarahVanElzen

Well, Red Bulletin is monthly...that’s a great example from @redbull.

http://t.co/6NgKEzBIMn #cmworld

@JoePulizzi

A2 Sure, How about FoldFactory? They create the #SuperCoolFoldofTheWeek

video. Check out their 200 vids http://t.co/sd4FHAKjuM #CMworld

@TPLDrew

A2 @Warcraft gives fans meaty emails, blog posts and video content, choosing to

space them out versus frequent fluffy updates #CMworld

@SFerika


https://twitter.com/SarahVanElzen



https://twitter.com/SFerika



Q3: How do you measure the success of one great piece of content per week?

#CMWorld




Measure the success by the CTA views, lead generation or overall reach of the

content #CMworld

@amywhiggins

@bestryniel @CMIContent The best way to measure your #ContentMarketing

success is through subscriptions to your content. #CMworld

@TPLDrew

A3: Do subscribers buy more, more often, shorter sales cycles, share more?

#cmworld

@JoePulizzi

Click throughs don’t matter! Measure Opt-in rates. If you have a high unsubscribe

rate your content sucks! #CMworld

@TPLDrew


https://twitter.com/amywhiggins






Q4: Where do you fall on thespectrum of less content vs. daily blog

posts? #CMWorld




A4: Has a lot to do with quality. If you can post quality content that resonates with your

readers daily, more power to you. #CMworld

@ckilgs

A4: There is no silver bullet. From a frequency standpoint, we’ve seen all models work.

Test and iterate. #cmworld

@JoePulizzi

A4. Not every post is equal. Can post frequently but differing levels of promo per post

isn’t a bad thing depending on the content. #CMWorld

@dave_link

Set an appointment and an expectation with your audience. Then deliver on it. That’s all

there is to it. #CMworld

@TPLDrew


https://twitter.com/ckilgs


https://twitter.com/dave_link




Q5: How do you create a weekly content concept across multiple

social channels? #CMWorld




A5 @CMIContent Start with content categories + annual editorial calendar.

Create unique monthly calendars per channel to execute. #CMWorld

@SarahVanElzen

A5 @CMIContent Weekly editorial meeting with my team to look at posts,

premium content, and social posts to plan opps for all. #cmworld

@tmonhollon

A5. Storylining + editorial calendars. Can us the same content across channels,

just have to adapt to medium/audience. #CMWorld

@dave_link

#cmworld A5 - Consider the purpose and audience of the channel and adjust

the strategy accordingly. Do not copy the campaign across board

@Koozai_Cat



https://twitter.com/tmonhollon

https://twitter.com/dave_link

https://twitter.com/Koozai_Cat



Q6: What are some ways you have acquired more subscribers to your content?

#CMWorld




A6 Facebook Advertising is essential @CMIContent #CMWorld

@SarahVanElzen

A6: (Don’t throw things) - pop overs have worked best for us in gaining new email

subscribers. #cmworld

@JoePulizzi

A6: Building communities(develop conversation/relationships), using hashtags,

guest posts & growing with audience. #CMworld

@lttlewys

A6 A clear call to action to Subscribe. Friday is Venn Day - get it every week.

http://t.co/L9apZDuQI6 #CMworld

@TPLDrew




https://twitter.com/lttlewys




Q7: For multi-channel marketingand repurposing, what frequency is best

to create new content? #CMWorld




@CMIContent We’ve seen amazing results through email and weekends.

Who knew? Less clutter. Same for Twitter. #cmworld

@JoePulizzi

A7 Think like a TV show. Is it a daily news show? Is it a weekly insight show?

Is it monthly special? #CMworld

@TPLDrew

A7 @CMIContent Daily (Facebook, Twitter, LinkedIn) Weekly (Blogs, Videos, Emails)

#CMWorld

@SarahVanElzen

@CMIContent A7: Currently writing 4x per week on 4 diff topics that’ll be turned

into 4 diff handbooks in 4 diff months. #CMWorld

@amaaanda





https://twitter.com/amaaanda



Q8: Do you think email newsletters areeffective content marketing? #CMWorld




@CMIContent Email is still king for attention. Less strategic potential w/

influencers spreading, but VERY measurable/fungible. #cmworld A8

@njh287

@CMIContent A8: Despite what people say about hating them, they still generate

more $$ than social media (for most). So, yes! #CMWorld

@amaaanda

Q8: Absolutely, it is an overview of your week/month. Plus, email ROI is

second to none #CMWorld

@MichaelMooneyy

@TPLDrew Love it! Many intimidate themselves that they need email ‘newsletter.’

Sharing ONE good content piece can be enough! A8 #cmworld

@njh287


https://twitter.com/njh287






Q9: What are some examples of goodsubscriber calls to action for content?

#CMWorld




A9: Free content distributed on @SlideShare with the popup subscription

in the embed. Love this tool. #cmworld

@JoePulizzi

A9 Look at what SayMedia asks you to do: “Friday is VENN DAY.

Get it every week!” http://t.co/nN1h5sYjtO #CTA #CMworld

@TPLDrew

Q9 - I love what @Hubspot and @Marketo do with their eBooks embedded

in a post. Great segue and easy to access. #cmworld

@SusynEliseDuris

@CMIContent I always do in-line, hand-written text ads / links.

Love @wistia for their CTA capability in video embeds. #CMWorld

@amaaanda




https://twitter.com/SusynEliseDuris




Q10: What are some key takeawaysfor less content for bigger success?

#CMWorld




Q10 Set an expectation 4 the #content you will send. Stick to a tight format.

Own a specific time and day. #Success #CMworld

@TPLDrew

A10 I like @TPLDrew’s advice of “think big, start small” It’s fun to dream

but then face reality of what is possible w/resource #cmworld

@tracibrowne

Q10: Is the content going to drive business? Promote awareness?

If not, ditch it! Bad content hurts! Don’t talk just to talk #CMWorld

@MichaelMooneyy

@CMIContent A10 Recycle! Turn videos into transcript posts, blogs into eBooks,

books into blog posts. Turn 1 post into many things. #CMWorld

@amaaanda



https://twitter.com/tracibrowne





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

Get transcripts from all #CMWorld Twitter chats and see the upcoming schedule: http://bit.ly/CMW_TwitterChats




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

Download - #CMWorld Twitter Chat with Andrew Davis on Multichannel Content Marketing

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