#CMWorld Content Strategy Twitter Chat

#CMWorld
Content Strategy
TWITTER CHAT
Featuring SAP’s Michael Brenner @BrennerMichael
and Content Marketing Institute’s Joe Pulizzi @JoePulizzi
#CMWorld • 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

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 determine
who 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

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

Q6: How does design play into
content 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

Q7: How do you decide which is best
for 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

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

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

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

#CMWorld Content Strategy Twitter Chat

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#CMWorld Content Strategy Twitter Chat