#CMWorld Twitter Chat with Andrew Davis on Multichannel Content Marketing

#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

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

Q2: Can you give me an example
of someone who creates one piece of
great 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

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

Q4: Where do you fall on the
spectrum 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

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

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

Q7: For multi-channel marketing
and 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

Q8: Do you think email newsletters are
effective 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

Q9: What are some examples of good
subscriber 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

Q10: What are some key takeaways
for 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

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

#CMWorld Twitter Chat with Andrew Davis on Multichannel Content Marketing

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#CMWorld Twitter Chat with Andrew Davis on Multichannel Content Marketing