Almost Timely News, 17 October 2021: Content Creation Hacks, Vanity Metrics, NFTs

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Almost Timely News

Learn the difference between incrementality and attribution in Google Analytics (MP3 audio) »

What’s On My Mind: My Favorite Content Creation Hack

I’ll be a little sad when things do go back to “normal” when it comes to events, pre-pandemic. I’m obviously looking forward to hanging out with people again in real space, sharing a meal, etc. but virtual events have been one of the greatest sources of content creation I’ve had in a long time, and today I’m going to share my secret hack with you.

Here it is: copy, paste, find all, answer.

Well, that was probably less exciting than you thought, huh? Here’s what it means:

  1. Go to free virtual events where your ideal audience or customers hang out.
  2. Listen into sessions where your product or service would apply, such as sessions given by your competitors.
  3. As questions are asked in the event chat, copy and paste them into a text file on your computer.
  4. Later on, find all the questions from the event and start creating content from them that answers those questions.

For example, at the recent MarketingProfs B2B Forum, this is just a handful of questions I copied from the chat:

  • Have you found a particular type of content that works best for linkbuilding?
  • Do you do custom UTMs for every link in your email newsletters? Or do you let your email marketing platform’s tracking codes step into the gap?
  • Is there a reason my UTM tracking is sometimes way off from what the FB tracking is giving me for a single post?
  • How do you determine budget for an ABM program? Is it usually a set % of the ACV?
  • What are your go-to tools to help building good digital marketing strategy?

These are questions coming from people I know are my audience, people like you. In fact, as you read these questions above, you probably wanted the answers to at least one of them, right?

Now, you can use any source of questions to build a list like this, such as sites like Quora,,, etc. but when you use the Q&A from an event’s chat, you can be assured of three things:

  1. They’re real questions from real people using the real language they’d ask you
  2. They’re your audience because you selected which events and sessions to attend
  3. They’re relevant and timely questions because these are questions people are asking at the event right now

Remember, though – you need to attend events that your CUSTOMERS find beneficial, not events for you. If I were attending events purely beneficial to me, I’d go to things like IBM THINK or the Open Data Science conference, because those are the events where I’ve got a ton more to learn – but that’s not where you, my audience, hang out. So when you employ this strategy, unless you are your ideal customer, go hang out at events that your customers hang out at.

Not sure where that is? Ask your customers in your next email newsletter or social media posts. That’s the best way to know.

The time to do this with ease is drawing to a close. As events start to go hybrid or back in person, it will be harder to do this technique because you can’t fly to every relevant event. So take the time while the opportunities are still available to attend every relevant, free virtual event in your space and snag all the questions you possibly can from them. Your content marketing will thank you.

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ICYMI: In Case You Missed it

If I had to suggest only one of these articles to read from this week, it would be the piece on vanity metrics and why I dislike that term so much. It’s all too easy to overlook critical data because you’ve tossed it aside, thinking it was a “vanity” metric when in fact it was a KPI. Take a read.

Skill Up With Free Classes

These are just a few of the free classes I have available over at the Trust Insights website that you can take.

Thank You Notes

These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!

What I’m Reading: Your Stuff

Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.

Social Media Marketing

Media and Content

SEO, Google, and Paid Media

Advertisement: Marketing Over Coffee

If you were given more budget for marketing programs, how would you spend it? Learn about attribution and incrementality in this episode of Marketing Over Coffee:

Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

All Things IBM

Ad: Make Better Videos with Techsmith Camtasia

If you enjoy my videos, like You Ask, I Answer, Do Something With Your Marketing, Saturday Night Data Party, and many others, then consider using the platform I use to edit and publish them: Techsmith Camtasia. Camtasia is just the right balance between too easy and inflexible, like iMovie, and absurdly complex and expensive, like Adobe Premiere. It’s got just the right features, from subtitle editing to all the usual transitions and special effects, and it’s a desktop app, so there’s none of this crazy trying to “edit in the cloud” (which is insane for video production). If you need to produce videos, screencasts, and even animations, give Camtasia a try.

Good Reads, Long Reads, Interesting Stuff

Fun, Games, and Entertainment

Economics, Politics, Environment, and Society

Advertisement: AI For Marketers, Third Edition

With every software vendor and services provider proclaiming that they too are an AI-powered company, it’s more difficult to demystify artificial intelligence and its applications for marketers. What is AI? Why should you care? How does it apply to your business?

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How to Stay in Touch

Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:

Events I’ll Be At

Here’s where I’m speaking and attending. Say hi if you’re at an event also:

  • Medallia Analytics, October 2021, virtual

Events marked with a physical location may become virtual if conditions and safety warrant it.

If you’re an event organizer, let me help your event shine. Visit my speaking page for more details.

Can’t be at an event? Stop by my private Slack group instead, Analytics for Marketers.

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You!

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn

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