Q1: What are some of the changes in content consumption that are beginning to affect content marketers?
A1 Consumers (of content) are much less frequently on websites and laptops #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A1b We’re seeing the rise of chatbots, home assistants and smart speakers #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A1: People don’t want to fill out forms unless it’s really good, so mktrs need to find other ways to collect info. #ContentChat
— Maureen Jann (@MaureenOnPoint) August 14, 2017
A1c If our content is exclusive to websites, we may be missing opportunities #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A1d So in conclusion, we need our content marketing to go wherever our target audience wants it #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
Q1 (#seewhatIdidthere): Second screen is no longer the second option. Understanding mobile is paramount! Get it! #contentchat pic.twitter.com/lspwh6lfow
— Shawn Paul Wood (@ShawnPaulWood) August 14, 2017
A1. More skimming on multiple devices = we need to get to the point faster & limit Buzzwords- they all blend into each other! #contentchat https://t.co/6kW0GDB3Fo
— Su Doyle (@sudoyle) August 14, 2017
A1: Facebook video has drastically changed where video consumers are looking. YouTube was king. Now…not so sure. #ContentChat
— Mindvolt (@mindvolt) August 14, 2017
A1: Beside always on! Personalization through #AI and #ML is really hyper-targeting content now. #CMWorld https://t.co/9Xv0wMY6gS
— Amy Higgins (@amywhiggins) August 14, 2017
A1 shorter attention spans, more cynicism. Also, as a marketer, you’ve got lots more channels to consider and align. #contentchat
— comfortwriter (@ComfortWriter) August 14, 2017
A1: Increasing use of virtual assistants like Siri and Alexa mean natural language becomes much more important in search #ContentChat
— Hal Werner (@halwerner) August 14, 2017
Q2: How is AI changing how we create content?
A2 AI is being incorporated into lots of software systems. AI can help inform marketing, content marketing and more #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A2: #AI creates even more of an always-on, answers everywhere at anytime. Meaning – more content! #contentchat pic.twitter.com/0RExJnJPRB
— Amy Higgins (@amywhiggins) August 14, 2017
A2: Content is being created through algorithms. Some interesting efficiency uses, but won’t replace hi-quality content. #ContentChat
— Maureen Jann (@MaureenOnPoint) August 14, 2017
A2 AI makes life easier for people who need to create content which has also made some brands lazier too with automating. #ContentChat pic.twitter.com/XslpIRyssD
— Tony Stephan (@OmnipoTony) August 14, 2017
A2 AI makes it possible to craft tailored content—as well as making consumers expect to have customized interactions. #ContentChat
— Erika Heald (@SFerika) August 14, 2017
A2b AI is also being incorporated into search engines, to make them smarter. That has an impact on content creation #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A2: With the rise of AI, content creators must be metadata-literate. #structure #tagging #findability #contentchat
— Shelly Lucas (@pisarose) August 14, 2017
A2c Also, AI exists that can have computers create content, like sports game summaries and earnings report summaries #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A2: Seriously, though. AI should be helpful in spotting trends in data that are easily missed by humans. #ContentChat
— Hal Werner (@halwerner) August 14, 2017
a2) AI leverages data to make decisions. elements of content (auth, topic, etc.) need to be tagged and org’d to fuel AI #contentchat
— Curata (@curata) August 14, 2017
A2d So in one sense, AI will automate some content creation. We need to focus on things that humans excel at #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A2: #ArtificialIntelligence will allow us to create content for different segments in our audience. i.e. Personalization #ContentChat
— Benny Gelbendorf (@BGelbendorf) August 14, 2017
Agreed. It’s so not there yet. What it CAN do is deliver the right content at the right time. #ContentChat
— Erika Heald (@SFerika) August 14, 2017
A2. #AI #chatbots becoming front line of defense 4 customer qs. Some have a sense of humor but no substitute for human touch #ContentChat https://t.co/49rt7eaDBq
— Su Doyle (@sudoyle) August 14, 2017
A2 Here’s a really valuable piece of content: https://t.co/Xfs1HwgIzC. AI can’t produce something like this. Yet. #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A2: AI can help segment target audiences, which can facilitate tailored messaging. #contentchat
— Ken Hart (@KenHartWriter) August 14, 2017
A2: Improved keywords. Increased accuracy of keyword inclusion and optimization. #NerdAnswer #LoveIt #ContentChat pic.twitter.com/MOeVw5nNp9
— Shawn Paul Wood (@ShawnPaulWood) August 14, 2017
A2: #AI can guide you in topics to write about that will help to address more stages of the buyer’s journey. #ContentChat
— Meaghan Alvarado (@meaghanmae) August 14, 2017
A2) Sentiment analysis, chatbots, predictive intelligence, & content-producing algorithms are all changing content through #AI #contentchat https://t.co/VQ7al8Zaz5
— Pauline Berry (@paulinebberry) August 14, 2017
Q3: What should content marketers be thinking about when it comes to IoT and mobile devices that interact with each other?
A3: Accessibility across devices and communication of data across platforms, especially when advertising. #ContentChat
— Meaghan Alvarado (@meaghanmae) August 14, 2017
A3 We need to structure and format our content so that it can render on these devices #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A3b Instead of managing multiple copies of content, it’s best to “Create Once, Publish Everywhere” (COPE) #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A3b Instead of managing multiple copies of content, it’s best to “Create Once, Publish Everywhere” (COPE) #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A3b In terms of these devices interacting with each other: maybe they can agree with each other to share our content 🙂 #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A3. Simple. Mobile is the gateway for #IoT. From sensors to display, context to navigation, it’s the entry drug du jour! #ContentChat pic.twitter.com/YblYJUiRdH
— Shawn Paul Wood (@ShawnPaulWood) August 14, 2017
I’d love that, especially in a large, busy store. Show me what I might otherwise miss out on! #ContentChat
— Erika Heald (@SFerika) August 14, 2017
A3: It comes back to creating suites of modular content. Write in lego modules, build and unbuild. Aim to target many devices #ContentChat
— Maureen Jann (@MaureenOnPoint) August 14, 2017
A3: Connections = connections. #IoT expands how we think of inter-linking content by adding self-adjustments with ML #contentchat https://t.co/fe1qx5lXnx
— Amy Higgins (@amywhiggins) August 14, 2017
A3 especially with mobile is making all of your content easy to consume in that platform. Also having an app helps. #ContentChat pic.twitter.com/X7fvb4YmOc
— Tony Stephan (@OmnipoTony) August 14, 2017
A3: IoT and mobile devices create opportunities for personalized service. A mutually beneficial relationship of insights! #contentchat
— Andrew Stewart (@andrewtstewart) August 14, 2017
A3 need to think further than a web/mobile layout. Consumption will be much more than that and content needs to keep working #contentchat https://t.co/ckNIhFgSH6
— Simone Gobbo (@sim_gobb) August 14, 2017
A3: Content should be intelligent, not ltd to 1 purpose, tech, or output–structurally rich & semantically aware. ~ @arockley #contentchat
— Shelly Lucas (@pisarose) August 14, 2017
A3: #IoT & #mobile are creating interesting opertunities for content. as example #burgerking commercial https://t.co/nigaQvtaZs #ContentChat
— Benny Gelbendorf (@BGelbendorf) August 14, 2017
Q4: How can we make our content ready for these advances in technology?
A4: Get that metadata on point NOW! #ContentChat
— Mindvolt (@mindvolt) August 14, 2017
A4 Structure your content for re-use and re-purposing. As @cmicontent says, “chunk it” https://t.co/rLzU25B5kX #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A4: Create a framework for flexibility. Look ahead to unanswered questions. Know how the tech works. #ContentChat
— Maureen Jann (@MaureenOnPoint) August 14, 2017
A4 dropping all the assumptions. You don’t know anything about the consumption. You need to be ready for everything. #ContentChat https://t.co/jQoUSesn4A
— Simone Gobbo (@sim_gobb) August 14, 2017
A4b Structuring your content is so important. If it’s tied only to your website (HTML), then it can’t travel elsewhere #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A4: Think of how our content scales and personalizes. Look at metadata w/ personalization. Building blocks, not full pieces #ContentChat https://t.co/uJInf9p316
— Amy Higgins (@amywhiggins) August 14, 2017
A4c So structure it in chunks and make it available for different destinations and contexts #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A4: Content marketing, native advertising are there: experience-first thinking. If ideas can’t lead 2 experience, people leave. #ContentChat pic.twitter.com/0yyMZUHsoL
— Shawn Paul Wood (@ShawnPaulWood) August 14, 2017
a4 The Engines are continually looking for Expertise, Authority & Trustworthiness (E.A.T.) Make that content edible 🍦 #Contentchat
— Debi Norton (@BRAVOMedia1) August 14, 2017
A4. Chop it up, make it more modular and more easily repurposed for multiple audiences and different mediums. #ContentChat
— Ken Hart (@KenHartWriter) August 14, 2017
A4: Create content that’s “flexible, reusable, & platform- & device-agnostic” so it “can adapt to the unknown.” ~ @arockley #contentchat
— Shelly Lucas (@pisarose) August 14, 2017
A4d Another way of saying it is this: make sure your content is stored separate from display and formatting #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A4: Tech, data, psychology/sociology will compel us to think less about interfaces & more about consumer context. #contentchat
— Shelly Lucas (@pisarose) August 14, 2017
Q5: Is structured content something anyone can implement? Or do you need a specialized CMS + a big budget?
A5 There are different degrees of approaches and implementations, but anyone can implement structured content and derive value #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A5. I don’t think big budget is needed for a CMS, unless the size of your company warrants it (ie. Oreo and their Daily Twist) #contentchat
— Maggie Bizzell (@MaggieBizz) August 14, 2017
A5: Structured content starts with the strategy, then gets handed off to the writers. After that, you implement at your level. #ContentChat
— Maureen Jann (@MaureenOnPoint) August 14, 2017
A5b Re-sharing this article, which provides a number of approaches: https://t.co/rLzU25B5kX #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A5. In theory, anyone can implement it… but the risk of error would be really high without sufficient manpower or a good CMS. #ContentChat
— Ken Hart (@KenHartWriter) August 14, 2017
A5c And yes, if you’re using a #CMS, assess whether/how it takes a structured content approach #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A4. Have run sophisticated Content programs that were tracked in Excel. Not optimal but saved CMS budget 4 video, graphics #ContentChat https://t.co/uGyeUyN3ly
— Su Doyle (@sudoyle) August 14, 2017
A5: You need understanding first. Specialized CMS and marketing systems will come next. (Think of email and how it’s changed) #contentchat https://t.co/NQ2Oosj8P4
— Amy Higgins (@amywhiggins) August 14, 2017
A5: With some research, planning and commitment, anyone can create structured content. Even individuals. #ContentChat
— Boost Linguistics (@boost_ling) August 14, 2017
A5: think structured cintent is feasible by anyone. #CMS does not require big budget. #ContentChat
— Benny Gelbendorf (@BGelbendorf) August 14, 2017
A5: You don’t need a big budget or fancy tech to do structured content. Start by modeling content w/out back-end. #contentchat
— Shelly Lucas (@pisarose) August 14, 2017
A4b. Depends on the type of product / service, length of sales cycle & how high touch / high tech the sales team is #ContentChat
— Su Doyle (@sudoyle) August 14, 2017
A5b: Just think of how you feel when you get an email that says “Hello [name,first] #contentchat pic.twitter.com/eAwcivJ97N
— Amy Higgins (@amywhiggins) August 14, 2017
Q6: What should we be thinking about when it comes to choosing the right content management systems for the next 10 years?
A6b More seriously: the CMS should separate content from display and facilitate re-use and multi-channel publishing #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A6 While many of us use @wordpress as a CMS, it’s not currently a great choice for implementing structured content. #ContentChat
— Erika Heald (@SFerika) August 14, 2017
A6 ease of use. Ease of maintenance. Level of support. Level of platform security #ContentChat https://t.co/b3HVfhkp9w
— Simone Gobbo (@sim_gobb) August 14, 2017
a7 My belief is that IF you choose a CMS System – make the decision based on FUNCTIONALITY – not because everyone is using it. #Contentchat
— Debi Norton (@BRAVOMedia1) August 14, 2017
A6c In addition to considering the CMS technology, assess whether the vendor has a future-thinking vision #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
For today and tomorrow- Does your CMS scale? Can it be personalized? Can you track and optimize? #ContentChat https://t.co/dUeQa13UkA
— Amy Higgins (@amywhiggins) August 14, 2017
A6. Ask yourself: Is the CMS limiting my reach and channel access? Will it facilitate my communication or restrict it? #contentchat https://t.co/HF9LQZH4Eu
— Amanda Milligan (@millanda) August 14, 2017
A6: Choose CMSs that are flexible, modular and proven to be all of those things-The right CMS has flexed and changed over time. #ContentChat
— Maureen Jann (@MaureenOnPoint) August 14, 2017
A6: Choose CMSs that are flexible, modular and proven to be all of those things-The right CMS has flexed and changed over time. #ContentChat
— Maureen Jann (@MaureenOnPoint) August 14, 2017
There’s also the “headless CMS” model, where applications use an API to access the underlying content #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A6: As with any tech decision, identify stakeholders in CMS buying decision first: IT, marketing, sales, editorial. #contentchat
— Shelly Lucas (@pisarose) August 14, 2017
A6) a CMS that offers: high degrees of customization, ease of use and adapts to technological advances (#AI, #VR, #AR) #contentchat https://t.co/RIJqTtKUJg
— Pauline Berry (@paulinebberry) August 14, 2017
A6: What are the must-have’s, nice-to-have’s & future features for each of the CMS stakeholder groups? #contentchat
— Shelly Lucas (@pisarose) August 14, 2017
Q7: What are some resources you recommend to gain more insight into future-proofing your content?
A7. Search industry terms in @BuzzSumo to see what type of content is being shared the most — keep up with format trends! #contentchat https://t.co/KVKNCkVG4z
— Amanda Milligan (@millanda) August 14, 2017
A7 I’ve heard great things about this conference from @CMIContent https://t.co/OkyBv8ayVr #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A7: @CMIContent is a go-to resource for us! #ContentChat
— Express Writers (@ExpWriters) August 14, 2017
A7b I’m a fan of @carriehd‘s work. Her blog: https://t.co/ieVDiw5gSt #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A6: When choosing #CMS should take into account wider spread of conent capabilities: #L10N, #mobile compatibility, searchable. #ContentChat
— Benny Gelbendorf (@BGelbendorf) August 14, 2017
Q7c I recently worked on an eBook about finding a future-proof CMS. Tweet me and I’ll send you a copy of the PDF #contentchat
— Dennis Shiao ✍️ (@dshiao) August 14, 2017
A7. Old school, but shadowing customer service & sales uncovers many areas where content can add value #ContentChat https://t.co/1T23NZ9M9H
— Su Doyle (@sudoyle) August 14, 2017
A7) the @VentureBeat Engage podcast & @AdobeExpCloud have great content on new, emerging tech/ideas and their future impact #contentchat https://t.co/tdccrh6YRH
— Pauline Berry (@paulinebberry) August 14, 2017
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