Meet Social Media Polymath C.C. Chapman

Written by anni on Sunday, February 5th, 2012 with 0 comments

C.C. Chapman is an online renaissance man. As an early adopter, he was one of the first content creators to market his own successful blog and podcast back before everybody seemed to have one of each. He is the co-author (with Ann Handley) of Content Rules, a guide for companies looking to create content that “converts audiences into customer evangelists.” Chapman’s public speaking focuses on content-based marketing and the value of consumer communities.

Today Chapman works as a public speaker and a freelance consultant, using his own experiences with social media, online marketing and content creation to teach others. He also maintains a blog, an audio podcast and a video show.

 

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How did you first break into speaking as an expert on social media, content creation and marketing? Did all three happen at once or was it an evolution?

It has been a constant evolution.

With a background in drama, I’ve always been on stage and few places make me happier.

I’ve always been an early adopter of technology and dove into blogging and podcasting as soon as I heard of it. Since not many other people were talking about them, I began to do so. People seemed to really connect with my heart felt and practical approaches since I talked from experience rather than preaching. I’ve always believed that if I’m going to get in front of an audience to talk about something, than I better know how to do it myself.

All of my experience with content creation and marketing comes from real world experience. I didn’t go to school for either of them. I think that is one of the main reasons I can connect with people because they know I’m not making it up because I’ve actually done the work. When I saw online marketing not going the way I’d like it to I formed my own agency and we lead a number of successful campaigns before we were acquired by a larger agency.

My speaking has evolved over time and continues to do so. Being a jack of many trades means I can speak on a variety of topics.

 

What is the hardest part of keynote speaking for you?

Being away from my family is the hardest part.

I’ve got a permanent case of wanderlust that makes visiting new cities and meeting new people a thrill for me, but it also means that I’m away from my wife and kids. Even after years of doing this, that never gets easy and is the single hardest thing about speaking.

 

How do you mentally prepare for a large event?

I really want to know about the people who are going to be in the audience. I love getting on the phone with the organizers who can always give me a feel for what they are attending the event for and what questions they may have.

Then I make sure the deck I’m going to present is up to date and as tight as possible. I don’t use a lot of slides, so I want to make sure that every one I do use is solid and that I know it back to front. I’ll quite often be tweaking right up until I go on stage to make sure I’m totally happy with it.

The minutes before I go on stage are the craziest because the butterflies go into overdrive because I want to make sure I do a great job. I think that if you don’t get a little nervous then you have lost the passion and should find it again before charging another event organizer. But, once that first word comes out of my mouth I get into the zone and push forward. The time always flies.

 

I’m interested in your perspective on content creation, especially since the market has changed so dramatically and so quickly over the past few years. How has the message of your public speaking on content creation changed with the changing arena?

This is why I always make sure things are up to date because it does change so rapidly.

A big part of how I keep up with this is to focus on the themes and tactics that I believe don’t change as quickly. You won’t hear me speaking very often about specific tools for content creation (although I have given a whole talk on this exact topic) and instead focus on the mindset that most people seem to forget about.

Even with every new tool that comes out or site to share it on, content creation will always boil down to you trying to tell your story in a way that evokes an emotional response from the person consuming it.

 

How do you stay on top of emerging marketing trends? With so many products out there and such a glut of constant advertising, it seems like it would be difficult to keep a handle on public opinion.

It is a lot of work and takes a constant diet of information and research. There is no way around that.

Part of the reason people pay me to speak is because I’m taking that time and doing that work. That is why people pay speakers in the first place.

This is where social media makes my life a lot easier because there are gate keepers who talk about and share interesting stories in the areas I want to stay on top of. By reading them I can at least keep on top of the major things. I also read a lot and not just in my industry. Reading magazines, watching the nightly news and staying on top of popular culture are all important parts of keeping a tab on the pulse of marketing trends.

 

As a follow up to that question, how do you suggest marketers or advertisers avoid simply contributing to a cluttered space?

By making sure what you are doing is well thought out and appropriate. Just because “everyone else” is using a tool or setting up a space on a new tool does not mean you have to. Jumping on the bandwagon without first really thinking about it is a waste of time and money.

If more people spent more time on the up front strategy, they’d have better campaigns. But, as someone who consults on these things I know that isn’t as sexy or fun and thus gets skipped over too often.

 

What has content creation taught you about public speaking, and vice versa?

Everything you do and say is going to be shared with the world so start acting appropriately. Content creation is happening constantly around you even when you don’t know it so keep that in mind.

This also means that listening is the most important skill you can have because you want to stay on top of that content to see what people are saying and sharing about you.

On the flip side, never hesitate to create and share something if it is from your heart and you want to do it. Just the other day I wanted to shoot a quick video because it felt like the right way to share something. I didn’t have a camera with me so I decided to do it with a quick Google+ update instead. If I had waited for the perfect lighting and equipment the moment would have been gone.

 

If you could give a single piece of advice to new content creators today, what would it be?

Get Creating!!!

Too many people say they want to be a writer, photographer or film maker. The only person saying they can’t is themselves since the tools to do all content creation are out there. Saying you can’t do it because of time or budget is a lie to yourself and a sorry excuse. The only way you are going to get better is by doing it wrong a bunch of times.

Keep creating as often as possible and you will get better.

 

What advice would you give to aspiring speakers?

Again, it is to get out there and do it as much as possible. Take every opportunity offered to you to get on stage. Really listen to the feedback you get and take it to heart.

Practice really does make perfect. You’ll get better the more that you do it.

I also think you should watch other speakers to see how they do it. You’ll start noticing things that you like and don’t like. Everyone has their own style so don’t try to copy something that isn’t you.

I’ve also found that watching recordings of my speeches teaches me a lot. After a recent event I watched the highlight real that the client cut together and I noticed that I used the word “right” far too often and have made a mental note to think about this the next time I get on stage.