November 4, 2019 Content Chat Recap: Where Executive Thought Leadership Fits Into Your 2020 Content Marketing Plan

November 11, 2019 by Alek Irvin Leave a Comment

Company executives are prime candidates to champion your brand and reinforce your company’s purpose, especially in public-facing channels where their industry expertise and title carry significant credibility. But, not all executives are right for every thought leadership opportunity, and your activities need to stay aligned with any overarching business goals.

In this #ContentChat recap, we discuss the types of activities your executives can (and should) be involved in, hurdles you’ll likely face in the process, and best practices for staying strategic with your executives’ time.

Q1: Do you (or someone else at your company) work with your executives/leadership team to create thought leadership content that features their perspectives?

Per our poll, just over half (52%) of respondents work with their company executives on thought leadership content, and 29% said that someone else does that for their brand.

Q1: Do you (or someone else at your company) work with your executives/leadership team to create thought leadership content that features their perspectives? #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 4, 2019

The community shared various types of content they’ve supported for executives, including blog posts, social media content, and presentations. We dive into this more in Q3.

A1 I am the ghostwriter for multiple executive folks. At this job and at previous ones, I’ve created blog posts, social media content, speaking presentations, and more. #contentchat
— Martin Lieberman (@martinlieberman) November 4, 2019

Have you also been the one responsible for writing the speaking proposal pitches? And when it comes to deciding where to pitch presentations and guest posts, has that also been you or the comms team or the execs? Always interesting to hear. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 4, 2019

I have written pitches for speaking gigs here, but we don’t submit external guest blog posts. I’ve been involved with that at previous jobs, though. #contentchat
— Martin Lieberman (@martinlieberman) November 4, 2019

A1 We are fortunate to work with some especially bright people in financial/banking services. We are even more fortunate to have a team that recognizes the value of this talent when it comes to creating content! #contentchat
— Michael Martucci (@LoneDigiMarketr) November 4, 2019

A1. Being part of a small team, I’m constantly working with our team’s executives. They contribute to content a little, but it’s mainly on our marketing team to translate our company’s values and expertise into engaging thought leadership content. #ContentChat https://t.co/4vIOMrZtqI
— GreenRope (@GreenRope) November 4, 2019

Hello Erika! A1 In PR these pitches go towards earned media placement and speaking at conferences, etc. AKA #AuthorityLeadership. #contentchat Yes I have and still do these. Great addition to the adbuys and building branding.
— Kathy Van Duzer (@katwife) November 4, 2019

October 28, 2019 Content Chat Recap: Content Marketing Career Planning and Core Competencies

November 4, 2019 by Alek Irvin Leave a Comment

Even as an employee, you are ultimately responsible for your own career path. #contentchat
— Roselle Cronan (@MahoutMkt) October 28, 2019

Modern employers seem to mainly focus on free snacks or gym memberships as employee perks, but is that what employees actually want? Clear, documented career paths and development opportunities are often more desired in the workplace, but many employers neglect these areas. That’s why it’s on you to take charge of your career growth.

Whether you’re full-time in-house, a freelancer, or your own boss, this #ContentChat recap walks you through how to plan the next steps in your career. Answer the questions below and read our thoughts for ideas, tips, and examples.

Q1: What is your current #contentmarketing job, and how many years have you been working as a content marketer?

Our community members represent a range of experiences. We have folks who have been in the content marketing world since before it was called content marketing, pros who switched to marketing mid-career, students who are eager to start full-time work, and everyone in-between.

A1: I’m a content marketing consultant and run my own agency. I have been focused primarily on #B2B marketing for 20 years, with the past 12 years focused on content marketing. Started my career as a journalist. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 28, 2019

A1 I am currently a “content and social media marketer.” I wasn’t always called a content marketer, but I’ve been doing content marketing since September 10, 2001 (it was called “custom publishing” then). #contentchat
— Martin Lieberman (@martinlieberman) October 28, 2019

A1: My entire career has been around #contentmarketing that first started with print design then moved to digital – website design, email marketing, SMS marketing and promotional content on our branded website. Looking at 25 years. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) October 28, 2019

Q1. I currently work as a content strategist for GreenRope Complete CRM. I’ve been here about six months and have been loving every minute of it, except training. I’ve been in the industry ever since I graduated college about a year and a half ago. #ContentChat
— GreenRope (@GreenRope) October 28, 2019

A1: My current #contentmarketing job is in support of a SaaS product. I’ve been in content marketing since before it was called content marketing. #ContentChat
— John Cloonan (@johncloonan) October 28, 2019

A1. Freelance content strategist & writer, 20 years in #b2b marketing, 11 years focused on content, almost a lifetime as as a writer, including first career as journalist (print, radio, TV). #ContentChat https://t.co/d9q60Asvxh
— Carmen Hill (@carmenhill) October 28, 2019

same! A1: Currently content strategy @Autodesk, formerly @VMware and @Oracle 20+ years in b2b customer-facing content, previously @ziffdavis tech journalist back when computer magazines filled the newsstands… #ContentChat
— Rich Schwerin (@Greencognito) October 28, 2019

October 21, 2019 Content Chat Recap: ABM-Ready Customer Personas And How They Inform Your 2020 Content Marketing

October 23, 2019 by Alek Irvin Leave a Comment

Buyer personas are the backbone of successful sales and marketing techniques, and they should regularly be revisited and updated based on the latest data available. As we prepare for 2020, now is the perfect time to review your personas and ensure they are giving your team the information they need to succeed, especially when targeting high-value accounts.

In this #ContentChat, we discuss why buyer personas are necessary for account-based marketing (ABM), what should be in your personas, and how to get the data you may be missing. Dive into the conversation below, and if you need more background on ABM and how your company can implement ABM tactics, check out our recap on Why Account-Based Marketing + Content Marketing Should Be BFFs.

Q1: What is account-based marketing (ABM)? How does it differ from content-marketing focused inbound marketing?

ABM involves identifying target customer accounts and tailoring your outreach based on data you have about that account’s needs and preferences. Content-marketing focused inbound marketing is less personalized and is created to draw interest from a less specific group of potential buyers.

A1: With #ContentMarketing you are creating content that you hope will draw the right people to your website and online properties. ABM flips things around so you start with your ideal customer list, and proactively communicate in a more personalized 1:many way. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 21, 2019

A1: ABM is finding and identifying your ideal customer first and then communicating to that group/person based on their needs or data you have on them. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) October 21, 2019

A1. ABM: Product centered, or rather user centered but concentrated on what an identifiable group of users want from the product or service. Inbound marketing is much broader #ContentChat https://t.co/ycqwsMNZfH
— Jen Brass Jenkins (@chrliechaz) October 21, 2019

A1: While content marketing is to create content followed by accumulation of like-minded prospects who adore the content; Account-based marketing (ABM) is to identify that high net worth target and create content tailor-made to suit the specific target. #ContentChat https://t.co/aW7aT0qSp0
— SG 🇮🇳 (@Ganesh_Sabari) October 21, 2019

Large enterprises and SMBs alike can take an ABM approach, the execution will just vary based on resources.

A1: A big difference for me is that ABM is tracking and identifying the incoming lead before they arrive at the asset, delivering a custom experience based on some stock info. I think this works well for enterprise targeting, but may not fit as well for B2C or SMBs #ContentChat
— Leah Ryder (@leahryder) October 21, 2019

I think with SMBs we think ot it more as strategic account marketing but it’s pretty much the same thing. @SuperDeluxeMo any thoughts on that? #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 21, 2019

Hmm, in my experience, ABM marketing for SMBs is about identifying (using geotargeting, ad tech, prospecting etc) and then curating that experiencing. Predictive stuff is cost prohibitive for small biz as of now. Helpful? #contentchat
— Maureen Jann (@SuperDeluxeMo) October 21, 2019

October 7, 2019 Content Chat Recap: Getting Started With Your 2020 Content Marketing Planning

October 15, 2019 by Alek Irvin Leave a Comment

Planning implies “knowing what you’re going to do before the period begins.” If it’s January 2020, you’re not planning. You’re reacting. #ContentChat
— John Cloonan (@johncloonan) October 7, 2019

2020 is almost here—have you started your content marketing planning? In this #ContentChat, we discuss the ways that marketers can approach content planning and trade tips on optimizing the success of your plan year-round.

Q1: Have you started your 2020 content marketing planning yet? And do you have an official planning process?

Now’s the perfect time to start 2020 planning, unless the holidays are a busy time for your team. We recommend developing an annual plan with quarterly editorial calendars.

A1 How far out does it make sense to plan when it comes to content marketing? Do you tackle it month to month, quarter to quarter, annually or some combination of them? #ContentChat
— Derek Pillie (@derekpillie) October 7, 2019

I do an annual strategy, but do quarterly editorial calendars to support that. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) October 7, 2019

I try to get started with annual planning in September, but often I don’t get started until October. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) October 7, 2019

Business: next week, and frankly I’m about 2 weeks behind on that.
Personal: Nov 1 I’ll start planning for 1/1/2020, and hopefully will start producing a week later. #ContentChat
— John Cloonan (@johncloonan) October 7, 2019

Skeleton plan for annual strategy, seasonal re-examination and adjustments. #ContentChat
— GreenRope (@GreenRope) October 7, 2019

The community is in various planning stages, most with a general outline of themes, topics, and pillars they plan to support. It is important to have at least something on paper as a base to build from.

A1: I have already started working with some clients on 2020 planning, but I haven’t gotten started on my own. My process involves reviewing last year’s plan, assessing how well we performed against the goals we set, and then creating a new plan, with new goals. #ContentChat https://t.co/xyEn84vJcw
— Erika Heald | Marketing Consultant (@SFerika) October 7, 2019

A1: I have started the process of writing down things that I want to accomplish in 2020. Usually I start with overall themes and they pillars to support #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) October 7, 2019

I try to keep it under 4 pillars and within reason of what I can really support. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) October 7, 2019

A1: I have the first three months of 2020 Content in the works. It’s more outline of themes and topics. #contentchat
— Jennifer Navarrete (@epodcaster) October 7, 2019

A1 – we typically start with national holidays then work to internal monthly company events we have planned and go from there! We haven’t started yet but plan to in the next couple weeks! #contentchat
— thumbprint (@_thumbprint_) October 7, 2019

A1. I have to develop a plan for my content. The quote from Sir Winston Churchill comes to mind “If you fail to plan, you are planning to fail.”
— Coach Brian leads you to new realms of health. (@_IamCoachBrian) October 7, 2019

A1: I have started an overarching view of content strategy going into 2020. As soon as the strategy is established, I will drill down into what specific topics look like for the months ahead #contentchat – majority of my content is in real-time since it’s based on my life! https://t.co/QbafZaNZj4
— little wandering soul 🏳️‍🌈 (@wanderingbri) October 7, 2019

A1. Not as of yet. But when I do, I use a planning template I put together so everything is a “one page plan” for what I want to accomplish #ContentChat https://t.co/ERpo6jk40I pic.twitter.com/dzvd0ZnjhZ
— Eddie Garrison (@EddieGarrison) October 7, 2019

A1: I’m planning my 2020 content in a way that will let me easily repurpose blog content into print books.#ContentChat https://t.co/OlEwrxdTiQ
— Kathryn Lang (@Kathrynclang) October 7, 2019

Review your previous content marketing plan as a base for your new plan. Assess whether you can simply update the existing plan, or if it needs a more significant change in direction.

A1b: Some years, I only create an updated content marketing plan-on-a-page, and others it’s a whole new plan from scratch. It really depends on if I have incremental goals or something new/additional that needs more discovery. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) October 7, 2019

Modify as follows:
Start with annual #contentmarketing plan. To set your key content pillars & important events/conferences/promotions requiring content. Then modify quarter by quarter. When you do check last quarter results & last year’s results. #contentchat
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) October 7, 2019

Stay realistic with your goals. While stretch goals can provide some extra pressure to succeed, your team will probably feel defeated if their goals are too aggressive.

I love that you mention “within reason of what I can really support”. I think some orgs really push for stretch goals. And while they are nice, if all your goals are stretch goals you can wind up accomplishing a lot yet feeling as though you failed. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) October 7, 2019

September 30, 2019 Content Chat Recap: Put Your Ideal Customer At The Center Of Your Content Marketing Planning Process

October 15, 2019 by Alek Irvin Leave a Comment

Whether you’re B2B or B2C, your brand needs a customer-focused approach with your content. In this #ContentChat, we discuss the best strategies for putting your ideal customer at the center of your content marketing planning process, including a discussion of how to get executive buy-in on your approach, ways to actively and passively collect content ideas, and examples of brands that have taken risks that paid off because they know their audience.

Q1: Why should you put your customer—and not your brand—at the center of your #contentmarketing planning process? And how do you get your executive team onboard with that perspective?

Unfortunately, some companies take a brand-first approach with content (or in general), potentially due to internal pressure from execs or teammates that do not understand the value of customer-centric content. Regardless of the reason, we do not recommend this approach.

A1- I’m a newbie to #ContentChat -and excited to learn.
I’m confused about the question.
Are you saying that there are still #brand managers and executives who think that the brand comes first and customers second?
— Virginie Glaenzer (@VirginieG) September 30, 2019

Welcome to #ContentChat! And yes, unfortunately, there are still brands who put out content that may appease an internal request but certainly didn’t engage their community.
— Erika Heald | Marketing Consultant (@SFerika) September 30, 2019

Yep, it’s all about
Customer Needs.
As a for-profit entity, if you’re not solving customer needs you don’t have a reason to exist.
And you won’t for long. #ContentChat
— Tod Cordill (@todcordill) September 30, 2019

A1. Truly successful companies are not ego driven, they strive to fix a problem in the marketplace. Think about what your fans want to see, not what you want to project. If your executive doesn’t get that, you’re going to be fighting an uphill battle. #ContentChat https://t.co/ogFGRzwoNW
— GreenRope (@GreenRope) September 30, 2019

Content should be created with your customer needs in mind. Why? When you provide your customers with content that helps solve their problems and enables them to do their jobs better, you are more likely to earn their trust and loyalty.

A1: You want to make sure your content is speaking to the needs of your customers.
Think about what you can help them with and deliver the content they’re searching for. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) September 30, 2019

A1 I’ve always gone by one criteria for my online success. And that is, “My client’s success is a reflection of my success!”💛#Contentchat
— Debi Norton (@BRAVOMedia1) September 30, 2019

A1: If you were trying to get your brand to engage and convert, then putting that at the center would make sense. #ContentChat
— John Cloonan (@johncloonan) September 30, 2019

A1: Customers should always be front and center for your brand…if they are front and center you know who they are, you know what they want and you know the message that will help convert them. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) September 30, 2019

A1.
“Put yourself in customers shoes”
To measure success and achieve goals as good firm.#ContentChat
— ⚡ Vraj Shah 📸 (@vrajshahspeaks) September 30, 2019

A1.
At the end of the day your customer is at the core of everything you do.
The livelihood of your business is in their hands so you have to ensure that your content is of value and of relevance to them! #ContentChat
— Bentley University (@bentleyu) September 30, 2019

If your content is not created with your customer needs in mind, then it’s not content marketing.

A1a: This gets to the heart of the difference between creating content and being engaged in content marketing. If it’s not created with your customer needs in mind, it’s not content marketing. #ContentChat https://t.co/eG4v0o1Mt2
— Erika Heald | Marketing Consultant (@SFerika) September 30, 2019

A1: Putting the brand first is advertising.
Putting the customer first is marketing. #ContentChat
— John Cloonan (@johncloonan) September 30, 2019

There are places for brand-centric content, including your company’s “About” page, press releases, case studies, and more. Even then, you’ll want to position your work as “here are the challenges we help you solve,” instead of “here are our great results and shiny new features, buy our product.”

A1b: There is a place for brand-centric content in your marketing mix, including your website’s About section and press releases. But you don’t start a relationship with a customer by bragging about how awesome you are. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) September 30, 2019

A1c: You have to demonstrate that you understand your customers’ challenges and are here to help solve them. Only then will the prospective customer be ready for and interested in your brand and product-centric content. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) September 30, 2019

Totally agree. Case studies are another place where brand-centric content is appropriate and useful. But even with that, is there a way to make THOSE even more customer-centric rather than just saying what YOU did for this ONE company? #contentchat
— MaDonna Flowers Sheehy (@madonnasheehy) September 30, 2019

Yes! I think that @SlackHQ does a good job with that in their case studies (disclosure: they’re a client and I wrote some of those case studies). After reading them, you are excited about thinking about another way to improve collaboration & process in your own org. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) September 30, 2019

I’m not sure good case studies are brand centric.
They should position the customer as having a problem and also being the hero that solves the problem.
The brand, while important, should be supporting cast. #ContentChat
— Tod Cordill (@todcordill) September 30, 2019

September 23, 2019 Content Chat Recap—Community Conversation: Email Newsletters

October 15, 2019 by Alek Irvin Leave a Comment

In this #ContentChat community conversation, we talk shop about email newsletters, including the technologies attendees use to create, distribute, and promote them. Read on for tips to apply to your own email newsletter program, and for the scoop on our must-subscribe email newsletters for marketers.

Q1: Do you have (or are you planning to launch) an email newsletter?

Q1: Do you have (or are you planning to launch) an email newsletter? #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) September 23, 2019

Nearly half of our poll respondents have a newsletter, and roughly a quarter are planning one. Some organizations are even managing more than one newsletter, each with a different purpose.

#ContentChat Our org has more than one newsletter. We are going to try and more carefully integrate this into our patient experience. I’m not entirely sure at present, however, that’s going to work. https://t.co/49dlvFnOpd
— Jen Brass Jenkins (@chrliechaz) September 23, 2019

A1: Yes, we have an email newsletter. In fact, We have at least three of them that I can think of, and I’m sure I only have vision into a small number of them. #ContentChat
— John Cloonan (@johncloonan) September 23, 2019

A1: After many years of thinking about it, I’m launching a newsletter this month. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) September 23, 2019

A1: I ran the PJ email program for 14 years and also created my own branded email program a few months ago. Great for learning, targeting your audiences, testing and creating content. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) September 23, 2019

A1: Most professional brands I’ve worked for have had multiple e-newsletters from non-profits to the radio industry. #ContentChat https://t.co/tYYmlLWHpL
— 🎙JMatt (@JMattMke) September 23, 2019

Alek Irvin

Q1: Do you (or someone else at your company) work with your executives/leadership team to create thought leadership content that features their perspectives?

Per our poll, just over half (52%) of respondents work with their company executives on thought leadership content, and 29% said that someone else does that for their brand.

The community shared various types of content they’ve supported for executives, including blog posts, social media content, and presentations. We dive into this more in Q3.

Q1: What is your current #contentmarketing job, and how many years have you been working as a content marketer?

Our community members represent a range of experiences. We have folks who have been in the content marketing world since before it was called content marketing, pros who switched to marketing mid-career, students who are eager to start full-time work, and everyone in-between.

Q1: What is account-based marketing (ABM)? How does it differ from content-marketing focused inbound marketing?

ABM involves identifying target customer accounts and tailoring your outreach based on data you have about that account’s needs and preferences. Content-marketing focused inbound marketing is less personalized and is created to draw interest from a less specific group of potential buyers.

Large enterprises and SMBs alike can take an ABM approach, the execution will just vary based on resources.

Q1: Have you started your 2020 content marketing planning yet? And do you have an official planning process?

Now’s the perfect time to start 2020 planning, unless the holidays are a busy time for your team. We recommend developing an annual plan with quarterly editorial calendars.

The community is in various planning stages, most with a general outline of themes, topics, and pillars they plan to support. It is important to have at least something on paper as a base to build from.

Review your previous content marketing plan as a base for your new plan. Assess whether you can simply update the existing plan, or if it needs a more significant change in direction.

Stay realistic with your goals. While stretch goals can provide some extra pressure to succeed, your team will probably feel defeated if their goals are too aggressive.

Q1: Why should you put your customer—and not your brand—at the center of your #contentmarketing planning process? And how do you get your executive team onboard with that perspective?

Unfortunately, some companies take a brand-first approach with content (or in general), potentially due to internal pressure from execs or teammates that do not understand the value of customer-centric content. Regardless of the reason, we do not recommend this approach.

Content should be created with your customer needs in mind. Why? When you provide your customers with content that helps solve their problems and enables them to do their jobs better, you are more likely to earn their trust and loyalty.

If your content is not created with your customer needs in mind, then it’s not content marketing.

Q1: Do you have (or are you planning to launch) an email newsletter?

Nearly half of our poll respondents have a newsletter, and roughly a quarter are planning one. Some organizations are even managing more than one newsletter, each with a different purpose.

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