Stop. Listen. Then Write.
Think the content creation process starts with writing? think again! Janet Fouts (@jfouts) joined #ContentChat this week to share her thoughts on the importance of listening to your audience before you start creating content.
Q1: What is the biggest content creation mistake marketers make?
A1 Creating content for the sake of content. Without a strategy or even audience in mind. #ContentChat
— Janet Fouts (@jfouts) April 10, 2017
AND A1 Not thinking of the human they are talking to. We’re not targets. We’re real people. Talk TO us not AT us. #contentchat
— Janet Fouts (@jfouts) April 10, 2017
A1. Making content for wrong audience is one. Breaking copyright laws is 2. #contentchat
— Megan McCarthy (@thlittleartiste) April 10, 2017
#ContentChat A1: They don’t listen/do research to figure out the problem they need to solve with the content.
— Berrak Sarikaya (@BerrakBiz) April 10, 2017
A1 One marketer mistake is getting into jargon and not writing so the average reader can understand and relate to. #ContentChat
— Jim Katzaman (@JKatzaman) April 10, 2017
A1: Giving the audience what you think they want, not what they actually want. #ContentChat
— Danielle Bullen Love (@daniellewriter) April 10, 2017
A1: they think they know what the customer wants without actually listening or asking the customer #ContentChat https://t.co/YRxkLsEUKA
— Josephine Borrillo (@70mq) April 10, 2017
A1: Creating just to create without a clear objective or purpose, I think. And, not knowing the audience. #ContentChat https://t.co/fsngVWQ1JL
— Jason Webb (@JasonLWebb) April 10, 2017
@SFerika A1: Planning content without making any research eee i’d say deep research is one of d mistakes marketers make #ContentChat
— Amit (@amitsharma720) April 10, 2017
A1: To create content in a bubble – too much jargon, and too little context. https://t.co/U4EXCD9asU
— Warbble HQ (@WarbbleHQ) April 10, 2017
A1 Creating content that’s all about you+your brand, not about what your audience needs+cares about=big mistake. #ContentChat
— Erika Heald (@SFerika) April 10, 2017
Yes! This is often accompanied by thinking the marketer’s preferences = same as the audience’s. #ContentChat https://t.co/mm99wM3AOV
— Erika Heald (@SFerika) April 10, 2017
@SFerika B2B doesn’t have to be stiff! There’s still a person behind the business handle. #ContentChat
— Berrak Sarikaya (@BerrakBiz) April 10, 2017
@SFerika A1: Creating “how-to” and listicle content just because other content marketers do it. #contentchat
— Javier Sanabria (@SanabriaJav) April 10, 2017
@SFerika A1b: And thus, lacking the originality that makes a difference in the marketplace. #contentchat
— Javier Sanabria (@SanabriaJav) April 10, 2017
I see this way too often in B2B marketing content. I’m a person, not a role! #ContentChat https://t.co/8xeyzK1MEY
— Erika Heald (@SFerika) April 10, 2017
A1: Not listening, assuming we know what content will work without data-driven insights seems a big one. https://t.co/pHyI2Q7aEp
— Stacey DePolo 🌻 (@sdepolo) April 10, 2017
@JamesMckellar @SFerika *we have always done that way* so sad #ContentChat
— Josephine Borrillo (@70mq) April 10, 2017
@SFerika A1 Putting quantity ahead of quality #contentchat
— Dennis Shiao ✍️ (@dshiao) April 10, 2017
A1 They make content for the Wrong Damned Audience. #contentchat
— Ken Gordon (@quickmuse) April 10, 2017
yep. And wonder why nobody cares. #contentchat https://t.co/W50Ou0ICis
— Janet Fouts (@jfouts) April 10, 2017
@70mq Haaaaa. Wait. Listen to the customer? What do they know about product development? #contentchat
— Janet Fouts (@jfouts) April 10, 2017
A1: they think they know what the customer wants without actually listening or asking the customer #ContentChat https://t.co/YRxkLsEUKA
— Josephine Borrillo (@70mq) April 10, 2017
A1b: big content mistake #2: Talk to people like people about their people problems. Solve their problems. #ContentChat
— Maureen Jann (@MaureenOnPoint) April 10, 2017
A1: The biggest mistake content marketers make is publishing content for themselves, not their audience. #ContentChat pic.twitter.com/usKoBGFfP6
— Mallie Rust (@malliefe2o3) April 10, 2017
A1) Not listening to the people who are actually reading your content and implementing their feedback #contentchat
— LaSalle Network (@LaSalleNetwork) April 10, 2017
Knowing what your audience wants and needs is crucial #contentchat https://t.co/oMtRGH4UOj
— Spin Sucks (@SpinSucks) April 10, 2017
A1 Producing the same content for various audiences and multiple distribution channels. #ContentChat pic.twitter.com/Y3UF61MRc8
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
A1) Another mistake is not having a variety of content – people take in content differently so make sure you switch it up #contentchat
— LaSalle Network (@LaSalleNetwork) April 10, 2017
A1 Trying 2 be all things 2 all people.Your content has 2 resonate w/ your intended target demographic. Know who those ppl are. #ContentChat
— ShereeseM, MS/MBA (@ShereesePubHlth) April 10, 2017
A1c: big content mistake 3: Make sure there are clear paths to larger goals without being a jerk about it. Value AND direction. #ContentChat
— Maureen Jann (@MaureenOnPoint) April 10, 2017
@JKatzaman Agreed. Acronym soup and jargonapalooza can kill content readability. #ContentChat
— Erika Heald (@SFerika) April 10, 2017
@jfouts I saw in another chat one person said another had coined an acronym — like it was a good thing. #ContentChat
— Jim Katzaman (@JKatzaman) April 10, 2017
A1 No hiring professionals–writers, editors, graphic artists, etc.–to do what they are trained to do. #ContentChat pic.twitter.com/D7duhPl3NJ
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
A1: Definitely misinterpreting what their audience likes/wants! Too much brand message sometimes, you know? #ContentChat
— Emily Hayes (@emercis) April 10, 2017
A1 Not listening to customers; they will tell what they want, how they want it, when & how much they’re willing to pay. #ContentChat pic.twitter.com/dPhYVqzKZ0
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
A1 One of the biggest content marketing mistakes I see marketers make is not understanding their #targetmarket #contentchat
— Tracey Ehman (@partnerinbiz) April 10, 2017
Q2: What does a smart content creation process look like?
@SFerika A2 There has to be a plan, a big picture to how/why/for whom you create content. #ContentChat
— Janet Fouts (@jfouts) April 10, 2017
A2: do a content audit, see what has worked and what has not #ContentChat https://t.co/OW5sfe0gvp
— Josephine Borrillo (@70mq) April 10, 2017
A2a: For us, it begins in that fuzzy, confusing, open space where ideas are born. Ideas, research, and communication. #ContentChat https://t.co/89hMxElyFY
— Warbble HQ (@WarbbleHQ) April 10, 2017
@jfouts @SFerika Agreed. Once you have your plan, you have to factor in how you can track it, so you can see if your plan is working! #ContentChat
— 🎙JMatt (@JMattMke) April 10, 2017
A2: Smart content creation starts from smart personas that combine demo info with real life interviews. #ContentChat
— Maureen Jann (@MaureenOnPoint) April 10, 2017
YES! Content calendars should be living breathing entities. Change with the conversation. #contentchat https://t.co/XLq2TBmC80
— Janet Fouts (@jfouts) April 10, 2017
A2 Smart content creation starts with research for facts. Have a plan, and write as you talk, editing for grammar, style later. #ContentChat
— Jim Katzaman (@JKatzaman) April 10, 2017
A2 It has goals, production timeline, deployment schedule, strategies, tactics, budget, product/customer matrix & messaging #ContentChat
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
A2. What’s the story? Content on all platforms can tell parts or all of a brand’s story, but they all have to come together. #ContentChat pic.twitter.com/jpFelsfPHi
— Janet Fouts (@jfouts) April 10, 2017
@MaureenOnPoint This is so thorough and ideal… now how about us small-budget teams? Haha. We have lots of personas built out! #ContentChat
— 🎙JMatt (@JMattMke) April 10, 2017
A2b: Sometimes when ideas are lead by buyer personas or data profiles, they become generic – they fail to speak to real people. #ContentChat
— Warbble HQ (@WarbbleHQ) April 10, 2017
A2. Create content we can relate to and respond to with shares, comments. Be ready to respond thoughtfully. #ContentChat
— Janet Fouts (@jfouts) April 10, 2017
@SFerika A2: From a B2B pov, it incorporates messages from key stakeholders alongside the communication skills of an editorial team. #contentchat
— Javier Sanabria (@SanabriaJav) April 10, 2017
A2. It all begins with research. The rest you can fix and work from there. Be sure you are targeting the right audience.🎯 #contentchat
— ashton presley (@_ClaiiiRe_) April 10, 2017
A2B: Combine innovation and strategy; try new tactics, but make sure you know who you’re appealing to and why! #ContentChat pic.twitter.com/12Q9nAck5Q
— Emily Hayes (@emercis) April 10, 2017
@malliefe2o3 I think that it goes beyond targeting a new audience and allowing your audience to grow into new interests with you. #ContentChat
— HeyOrca! (@HeyOrca) April 10, 2017
@JMattMke I’m also a small budget team, so you’re not alone there! Sometimes u gotta put in da time. #ContentChat
— Maureen Jann (@MaureenOnPoint) April 10, 2017
A2 Sufficient development time. Rigorous editing. Sufficient levels of reader testing and appropriate iteration. #contentchat
— Ken Gordon (@quickmuse) April 10, 2017
A2: Not sure if this has a specific definition, but I’m assuming the main factor is knowing the target aud. & what they like. #contentchat
— Tyler Wade Lucius (@WadeLucius) April 10, 2017
@WarbbleHQ Yes. Cuz the personas are based on figments of marketers’ imagination. TALK to real people and use that for personas. #contentchat
— Janet Fouts (@jfouts) April 10, 2017
A2) Have a guide and timeline, but be able to pivot and change content when new trending topics come up #contentchat
— LaSalle Network (@LaSalleNetwork) April 10, 2017
@MaureenOnPoint How do you go about getting the interviews? Do they do it out of the kindness of their hearts or is there an incentive? #ContentChat
— 🎙JMatt (@JMattMke) April 10, 2017
@SFerika Writing to yer audience is always OK. #contenchat Not knowing yer audience is the editorial sin.
— Ken Gordon (@quickmuse) April 10, 2017
A2:A circle of monitoring what is out there and deciding what you want to say (then making sure it worked) #ContentChat
— Catherine Crump (@thekaticrump) April 10, 2017
@MaureenOnPoint @JMattMke It pays off, spending the time. Hard work but worth it. #contentchat
— Janet Fouts (@jfouts) April 10, 2017
@SFerika A2 A smart #contentcreation process should take into account the research you have done to attract the “right” audience. #contentchat
— Tracey Ehman (@partnerinbiz) April 10, 2017
@WarbbleHQ Agreed. Knowing your audience is more than just analyzing the data about them. It’s engaging with them authentically. #ContentChat pic.twitter.com/sxZrSweDI5
— Mallie Rust (@malliefe2o3) April 10, 2017
Write content in a human voice, not a stodgy press release. (nobody reads those) #contentchat
— Janet Fouts (@jfouts) April 10, 2017
@jfouts Brands can sometimes mistake messaging for story. But relentless reuse of the messaging platform language is not storytelling. #ContentChat
— Erika Heald (@SFerika) April 10, 2017
@malliefe2o3 @WarbbleHQ I find this is so hard to get businesses to understand. They don’t want your sales pitch. They want YOU. #contentchat
— StarryNight (@StarryNightllc) April 10, 2017
@jfouts Bringing personality into your content makes it a fun read/view and something that will stick around much longer! #ContentChat
— HeyOrca! (@HeyOrca) April 10, 2017
Authentic experiences are after all what makes social the intriguing space that it is, different from other mass media options. #ContentChat https://t.co/AaxNN2LKKI
— Warbble HQ (@WarbbleHQ) April 10, 2017
@SFerika @jfouts You want to have key messages, but don’t do a full data dump in each piece of content. #ContentChat
— Jim Katzaman (@JKatzaman) April 10, 2017
@SFerika Yeah, repeating the story like ol’ uncle joe at the bbq. We’re BORED. #contentchat pic.twitter.com/uHMIxkH8wE
— Janet Fouts (@jfouts) April 10, 2017
Q3: What should you be looking for when evaluating competitors’ content?
A3: The engagement they receive as a result of their content and their mentions for SURE! #ContentChat pic.twitter.com/EyOtcyvow3
— Emily Hayes (@emercis) April 10, 2017
A3 It’s crucial that the audience is the same as your competitors, or you’ll just be neglecting your own to chase theirs #ContentChat pic.twitter.com/qf1BQ2aSWw
— HeyOrca! (@HeyOrca) April 10, 2017
@SFerika A3. See what people say TO ur competitor. What challenges do they present? Are they yours2? #ContentChat
— Janet Fouts (@jfouts) April 10, 2017
A3B: Check out how your audience responds to them. If you like it, figure out how they did it! If not, learn from it! #ContentChat
— Emily Hayes (@emercis) April 10, 2017
A3: Look for the gaps in your competitors’ offerings. Seek the problem you can solve for their customers that they’re not. #ContentChat pic.twitter.com/RWLWFtLG1n
— Mallie Rust (@malliefe2o3) April 10, 2017
A4 Does it make the audience go wild? #contentchat Wilder than yer content?
— Ken Gordon (@quickmuse) April 10, 2017
A3: Does their content resonate with people? Why, how, etc? #ContentChat https://t.co/6gMqmG8EFE
— Warbble HQ (@WarbbleHQ) April 10, 2017
@SFerika A3: See where their content (e.g., studies, research, etc.) has been picked up by mainstream/industry media. #contentchat
— Javier Sanabria (@SanabriaJav) April 10, 2017
A3: I look for who they address, what channels, what their customer journey/CTAs look like #ContentChat https://t.co/m4cwO9NDuK
— Jennifer Daugherty (@GlitterOtter) April 10, 2017
@HeyOrca Definitely. You should be looking for competitive analysis first, then research their customer base. #contentchat
— Janet Fouts (@jfouts) April 10, 2017
A3 I’m looking at EVERYTHING: language, visuals, messaging, branding, timing, placement & analytics (what I can see) #ContentChat
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
A3: engagement, creativity, platforms used #contentchat https://t.co/l0pgQQXgME
— Josephine Borrillo (@70mq) April 10, 2017
@HeyOrca It can also be helpful to review their content to see if there isn’t that overlap, so you can communicate that to your team. #ContentChat
— Erika Heald (@SFerika) April 10, 2017
Yup, don’t just stop at the copy! #ContentChat https://t.co/Tgqmm8PIPf
— Maureen Jann (@MaureenOnPoint) April 10, 2017
@quickmuse Ha! I was gonna say… does the competition talk to their market? Or just spew scheduled content? #Contentchat
— Janet Fouts (@jfouts) April 10, 2017
Great advice for competitive analysis of content marketing! #ContentChat https://t.co/mxr3hSZdV2
— Mallie Rust (@malliefe2o3) April 10, 2017
@SFerika A3b: This is a good indicator as to how effective competitors are at reaching mutual target audiences on a large scale. #contentchat
— Javier Sanabria (@SanabriaJav) April 10, 2017
A3 If the competitor is bigger, than what can I borrow/adapt to help me; if smaller, are they catching up & how #ContentChat
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
A3: Look at what works for them and what isn’t working for them. Then you know what you can learn from and do better than them. #ContentChat
— Catherine Crump (@thekaticrump) April 10, 2017
A3 Look to see what competitors do well and emulate. See what they could have improved. Do your content with added value. #ContentChat
— Jim Katzaman (@JKatzaman) April 10, 2017
@SFerika It’s pretty important to differentiate yourself from your competitor, or else what would be the difference between A and b #ContentChat
— HeyOrca! (@HeyOrca) April 10, 2017
@daniellewriter You can always search their metrics through programs like Keyhole, Klear & Sysomos! They are social data analytics programs! #ContentChat
— Emily Hayes (@emercis) April 10, 2017
A3b: If they’re connecting with people then there’s always something to learn. #ContentChat
— Warbble HQ (@WarbbleHQ) April 10, 2017
A3 Are they neglecting a channel that you see driving traffic to your site? Or neglecting a content type you’ve had perform? #ContentChat
— Erika Heald (@SFerika) April 10, 2017
A3: how succesful is their content? Are they getting people to engage? What could you have done better? Ask these questions!! #contentchat
— Tyler Wade Lucius (@WadeLucius) April 10, 2017
Take what you’ve discovered through listening and look for content holes to fill. Qs to answer. #ContentChat
— Janet Fouts (@jfouts) April 10, 2017
A3 When evaluating you competition’s content access how they are addressing your #targetmarkets concerns – learn from them #contentchat
— Tracey Ehman (@partnerinbiz) April 10, 2017
A3. Check out your competitors structure of their content… how well is it formatted? Does it include visuals? Avg. length? #ContentChat
— ashton presley (@_ClaiiiRe_) April 10, 2017
A3 I’m also gonna look for the wrap around & supporting content; I wanna see the campaign in its entirety. #ContentChat
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
@SFerika A3: I definitely think you should be looking at their engagement practices. How are they getting audience feedback? #contentchat
— Shannon Willis (@etakappadiamond) April 10, 2017
A3.1 Then build upon their content adding your own personal touch – people do business with people – make the connection #contentchat
— Tracey Ehman (@partnerinbiz) April 10, 2017
YES! What are the differences pos/neg and what can you do about it? Cloning their ideas is just dumb. #contentchat https://t.co/R7ztGig2k0
— Janet Fouts (@jfouts) April 10, 2017
@MaureenOnPoint Yes, CASE studies…Copy And Steal Everything (w/o plagarizing) #ContentChat
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
@ShannonRenee I call it “being inspired” by another brand. Especially if you can do it better. Do it. The comparison will draw itself #ContentChat
— Maureen Jann (@MaureenOnPoint) April 10, 2017
A3 Take note of your competitor’s fatal flaws and then strike–strike!–with unrepentant creative fervor. #contentchat That’ll learn ’em.
— Ken Gordon (@quickmuse) April 10, 2017
A3 Competitor analysis is reverse of content creation; we break down the elements, examing the pieces to understand the whole #ContentChat
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
YES! It’s easier to build a better mouse trap, then start from scratch. #ContentChat https://t.co/QDdI7I6ZUb
— Shannon Mouton Gray (@ShannonRenee) April 10, 2017
Q4: What are some effective listening strategies for understanding your customers?
A4 Set up listening tools and save important points to build on in your content calendar #contentchat
— Janet Fouts (@jfouts) April 10, 2017
A4: Really understand how your customers use your name. Is it in praise or in frustration? Not all publicity is good publicity. #ContentChat pic.twitter.com/nnOu4Puusm
— Emily Hayes (@emercis) April 10, 2017
A4: Use data to track engagement and sentiment, but go one step further and truly engage with your audience! #ContentChat
— Mallie Rust (@malliefe2o3) April 10, 2017
@SFerika A4a Breaking down customers into manageable segments is key. Tools allow you to scale listening as segement sizes increase. #ContentChat
— Derek Pillie (@dpillie) April 10, 2017
A4 Understanding customers starts with listening. Learn what their needs are so you can respond with your solution. #ContentChat
— Jim Katzaman (@JKatzaman) April 10, 2017
@dpillie @SFerika Segmentation is an often overlooked strategy, but one that has great value in my opinion #ContentChat
— ShereeseM, MS/MBA (@ShereesePubHlth) April 10, 2017
A4 We listen to understand people. They hv way more interests than us, what else can we talk about, start convos? #contentchat
— Janet Fouts (@jfouts) April 10, 2017
A4. Acknowledge your customer #ContentChat pic.twitter.com/CKneXBeSzb
— ashton presley (@_ClaiiiRe_) April 10, 2017
A4B: Data and analytics go far, but take steps to read/start conversations with your customers. First-hand sources are best! #ContentChat
— Emily Hayes (@emercis) April 10, 2017
@SFerika A4: Surveys. Customers love to participate in surveys. A great way to let your customers know their voice matters. #ContentChat
— Shannon Willis (@etakappadiamond) April 10, 2017
A:4 @ChipotleTweets does a good job of this! #ContentChat
— Tyler Wade Lucius (@WadeLucius) April 10, 2017
@SFerika Major important/favorite topic of mine! If content is king then listening is his adviser that runs everything. LOL #contentchat
— Derek Pillie (@dpillie) April 10, 2017
A4: Listen for more than just the sound of your own name! Create segmented audiences and figure out what else they like. #ContentChat https://t.co/hgHbqIF7uH
— Warbble HQ (@WarbbleHQ) April 10, 2017
Listening tools to start, but response and adaptation of future content to complete. #ContentChat
— Catherine Crump (@thekaticrump) April 10, 2017
And then survey data can be used to create fresh content! #ContentChat
— Danielle Bullen Love (@daniellewriter) April 10, 2017
@emercis Agree 100%. Social sentiment tools are helpful, but not 100% accurate. Dive into what tweets/posts are actually saying. #ContentChat
— Mallie Rust (@malliefe2o3) April 10, 2017
@SFerika A4b If you’re not sure how to start segmenting, go back to web/social analytics and start learning about your customers #contentchat
— Derek Pillie (@dpillie) April 10, 2017
A4: Listening techniques we use are client interviews, reading what the industry is writing, reflect on analytics of content #ContentChat
— Maureen Jann (@MaureenOnPoint) April 10, 2017
A4) Read reviews, comments, emails, etc. and read feedback regularly – doesn’t help to just do it once as opinions change #contentchat
— LaSalle Network (@LaSalleNetwork) April 10, 2017
A4 Biggest problem with listening tools? BLOAT. If it’s not useful or manageable don’t waste $$ #contentchat pic.twitter.com/wgyoWdb5su
— Janet Fouts (@jfouts) April 10, 2017
A4: And if all else fails, just ASK your followers what they like or think or feel. Polls are power. #ContentChat
— Warbble HQ (@WarbbleHQ) April 10, 2017
A4) Don’t be afraid to use surveys too! Let them express their opinions and provide a gift card or incentive for doing so! #contentchat
— LaSalle Network (@LaSalleNetwork) April 10, 2017
@MaureenOnPoint I think the best listening strategies are those done offline. Those conversations should help dictate more content creation. #contentchat
— Javier Sanabria (@SanabriaJav) April 10, 2017
A4: Some listening tools do a great job of making the data make sense for you or helping you to work through it. *hint hint* #ContentChat 🙂 https://t.co/qixBIq0u0x
— Warbble HQ (@WarbbleHQ) April 10, 2017
A4 Make maximal use of your eyes, ears, and brain. #contentchat Do not outsource your listening to tools or even your data team.
— Ken Gordon (@quickmuse) April 10, 2017
Yes, don’t forget to use analytics on your own content, find the value. #contentchat https://t.co/NnOX4Ptd83
— Janet Fouts (@jfouts) April 10, 2017
Q5: How do you apply the information you gather through listening to differentiating your content?
A5: Change up hashtags that you use, tailor your content on each platform to the audience you have there, stay flexible! #ContentChat
— Emily Hayes (@emercis) April 10, 2017
A5a: Data should be comfortable everyone on the team is comfortable with. Designers, writers, etc. #ContentChat https://t.co/m2jOcGW9FL
— Warbble HQ (@WarbbleHQ) April 10, 2017
A5B: Some brands don’t want to try tactics because the old ones “have always worked”. What’s the harm in trying something new? #ContentChat
— Emily Hayes (@emercis) April 10, 2017
A5. Compare apples to apples. What differentiates you? Highlight those qualities. #ContentChat pic.twitter.com/CR4egoVYf8
— Janet Fouts (@jfouts) April 10, 2017
A5c: Most importantly, data is interpretable. See what your art director makes of it compared to your strategist. #ContentChat
— Warbble HQ (@WarbbleHQ) April 10, 2017
@SFerika A5 Use data to connect with your audience through more relevant content and actual interactions with people who spread voice. #contentchat
— Derek Pillie (@dpillie) April 10, 2017
A5a: Don’t just collect info, translate it. Look for paint points, then create content to alleviate them. #ContentChat pic.twitter.com/f1JvjeYAdh
— Mallie Rust (@malliefe2o3) April 10, 2017
ID the best voices & INCORPORATE ’em into your stuff. Interview ’em. Make ’em guestbloggers. Put the wise/weird on camera. #contentchat https://t.co/tA79K2rwBX
— Ken Gordon (@quickmuse) April 10, 2017
@SFerika A5: I discuss info w/ stakeholders whose messaging I’m promoting for more clarity. We can then enhance content tactics. #contentchat
— Javier Sanabria (@SanabriaJav) April 10, 2017
A5: after analyzing the competitor’s content, just focus on strengthening what they did that was weak. Still try and be unique #contentchat
— Tyler Wade Lucius (@WadeLucius) April 10, 2017
Q6: What tools r resources do you recommend for creating an effective listening process?
A6: Mentioned ’em earlier, but data analytics tools: Klear, Keyhole, Sysomos, Google Analytics, etc. #ContentChat
— Emily Hayes (@emercis) April 10, 2017
A6 You can survey as part of listening to customers, but the main tools are your ears and what’s in between them. Common sense. #ContentChat
— Jim Katzaman (@JKatzaman) April 10, 2017
@sdepolo @jfouts People may come to our analytics tools for answers/solutions. They aren’t. Just stepping stones to get you further along. #ContentChat
— Warbble HQ (@WarbbleHQ) April 10, 2017
A6B: Klear even helps you identify influencers in your audience, so they help expand your listening tools to tangible sources! #ContentChat
— Emily Hayes (@emercis) April 10, 2017
A6 I’m a huge fan of @BuzzSumo for searching trends and keywords, several others. #contentchat
— Janet Fouts (@jfouts) April 10, 2017
A6 See my list of listening tools: https://t.co/UESj7smNNL #ContentChat #contentchat #WorkinProgress
— Janet Fouts (@jfouts) April 10, 2017
@SFerika A6 Pick your platform for data analytics, that’s as good a starting point as any. I loved Riffle by @CrowdRiff for audience ID. #contentchat
— Derek Pillie (@dpillie) April 10, 2017
A6: Align listening topics to #CX data/#NPS top detractor issues to ID #content to address probs along customer journey #ContentChat https://t.co/SHc5l77CxH
— Stacey DePolo 🌻 (@sdepolo) April 10, 2017
@SanabriaJav @MaureenOnPoint social media platforms are full of ideas, complaints, stories & simply endless learning opportunities #contentchat
— Josephine Borrillo (@70mq) April 10, 2017
A6a: We’d be amiss not to say that our platform provide an analytics service that is about more than just spewing out numbers. #ContentChat https://t.co/xZWnG9uojc
— Warbble HQ (@WarbbleHQ) April 10, 2017
In the end most clients find 1-2 tools that work they way they want to, and stick with that. Data overload is brutal #contentchat pic.twitter.com/wpFbhzOh5j
— Janet Fouts (@jfouts) April 10, 2017
A6b: We believe in data, but we believe in data as part of a well-balanced nutritional creative process. #ContentChat
— Warbble HQ (@WarbbleHQ) April 10, 2017
@SFerika A6b For those who are just getting started, @rightrelevance is a great starting point before diving into @BuzzSumo #ContentChat
— Derek Pillie (@dpillie) April 10, 2017
I’m just a student, but we’ve used @hootsuite and I like it as a listening tool. #ContentChat
— Catherine Crump (@thekaticrump) April 10, 2017
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