#CMWorld Twitter Chat with Andrew Davis on Multichannel Content Marketing

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Join our #CMWorld twitter chats! Every Tuesday at noon Eastern, culminating at our big event, Content Marketing World, in Cleveland, Ohio. Still time to register - September 9-12, 2013. www.contentmarketingworld.com. This week's chat was with Andrew Davis, discussing multichannel content marketing.

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#CMWorld Twitter Chat with Andrew Davis on Multichannel Content Marketing

  1. 1. #CMWorld MULTI-CHANNEL CONTENT MARKETING TWITTER CHAT Featuring Author of Brandscaping Andrew Davis @TPLDrew and Content Marketing Institute’s Joe Pulizzi @JoePulizzi #CMWorld • contentmarketingworld.com
  2. 2. #CMWorld • 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?
  3. 3. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat @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
  4. 4. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q2: Can you give me an example of someone who creates one piece of great content every week? #CMWorld
  5. 5. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat 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
  6. 6. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q3: How do you measure the success of one great piece of content per week? #CMWorld
  7. 7. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat 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
  8. 8. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q4: Where do you fall on the spectrum of less content vs. daily blog posts? #CMWorld
  9. 9. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat 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
  10. 10. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q5: How do you create a weekly content concept across multiple social channels? #CMWorld
  11. 11. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat 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
  12. 12. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q6: What are some ways you have acquired more subscribers to your content? #CMWorld
  13. 13. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat 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
  14. 14. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q7: For multi-channel marketing and repurposing, what frequency is best to create new content? #CMWorld
  15. 15. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat @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
  16. 16. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q8: Do you think email newsletters are effective content marketing? #CMWorld
  17. 17. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat @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
  18. 18. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q9: What are some examples of good subscriber calls to action for content? #CMWorld
  19. 19. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat 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
  20. 20. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat Q10: What are some key takeaways for less content for bigger success? #CMWorld
  21. 21. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat 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
  22. 22. #CMWorld • contentmarketingworld.com Multi-Channel Content Marketing #CMWorld • Twitter Chat 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

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