October 4, 2021 Content Chat Recap: Content Marketing World 2021 Takeaways

October 7, 2021 by Alek Irvin Leave a Comment

Last week was the hybrid Content Marketing World 2021 conference, which joined thousands of marketers and content professionals for one of the biggest annual marketing industry events.

In this #ContentChat, we debrief from our CMWorld experience and share how we will put our conference learnings into action. Read the full recap below, where we share our favorite sessions and takeaways so far, how we plan to apply our learnings to our work, and lessons for marketers planning a virtual or hybrid event experience.

Q1: Whose sessions did you love? What were some of your top takeaways from your favorite sessions?

There are 100+ CMWorld sessions, each PACKED with valuable lessons that can help you transform your marketing strategy. Early highlights from the community include Jay Baer’s session on How to Lower The Three DrawBridges of Content Success…

A1a: I joined ~10 sessions last week, so I still have A LOT to see. Some early highlights:
– @timschmoyer: Instead of asking “why should we tell stories?” ask “why don’t we tell stories?”
– @jaybaer: Right message, right messenger, right modality#ContentChat
— Alek Irvin (@AlekIrvin) October 4, 2021

I’m so glad @jaybaer used the word “modality”. I use that word occasionally because it’s a hold over from my training and development days and most marketers give me the confused dog head tilt when I say it! #ContentChat
— Maureen Jann (she/her) (@NeoLuxeMo) October 4, 2021

I can not wait to dive into the session recordings this week.
I also enjoyed @jaybaer‘s presentation. For me, one of the points that really resonated was “The word ‘custom’ is in the word ‘customers,’ yet we too often treat them all the same. #ContentChat
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) October 4, 2021

Jacquie Chakirelis’ session on Why Purpose-Driven Content Will Drive Your Marketing Strategy…

A1 So many good ones. @JacquieChak was one I particularly enjoyed and we’ve had some one to one followup afterward. And the keynotes were outstanding. To meet @mdeziel in person was an amazing moment. #contentchat #cmworld https://t.co/hFuUWLdwVW
— Shane Shaps (@520eastbrands) October 4, 2021

Andrew Davis’ keynote on Embrace the Constraints: Why Adding Constraints Sparks Creativity, Inspires Action & Creates Better Content…

This reminder from @drewdavishere is it in a nutshell for me. #ContentChat pic.twitter.com/lf5M5zD8yB
— Carmen Hill (@carmenhill) October 4, 2021

Ann Handley… everything… including her keynote on The Art of Storytelling: Telling True Stories Well…

A1b: I think that @annhandley‘s coining of “resting CEO face” is one thing I will remember from this year’s #CMworld forever. #ContentChat https://t.co/hnb3dAORPH
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) October 4, 2021

John Jantsch’s session on Rethinking the Customer Journey…

A1: Another helpful moment for me was in @ducttape‘s session, with this great slide that maps the right kind of content to the relationship stages with your customers. It’s the sort of visual I always need to use with clients. #ContentChat https://t.co/2eVVvjxZoT
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) October 4, 2021

Rob Walch’s session on Podcasting – How to Start & How to Promote…

A1b.: Starting or hosting a podcast? Check out Rob Walch/@podcast411‘s session. He covered all the gear you’ll need from recording to editing and best practices for artwork and music.
Loved this tidbit: Don’t confuse social media followers with podcast listeners. #ContentChat
— Alek Irvin (@AlekIrvin) October 4, 2021

And sessions from our #ContentChat community! Including Erika Heald’s breakout on How to Conduct a Social Media Audit That Helps Your Community Thrive…

A1: it’s going to be hard to choose. @SFerika had an incredible framework for social audits, @carmenhill used legos to illustrate how to build a content framework and @520eastbrands brought REALNESS to our social content. Tons of good stuff! #ContentChat
— Maureen Jann (she/her) (@NeoLuxeMo) October 4, 2021

Carmen Hill’s session on Content Modeling for Marketers; Making Your Content Work Harder So You Don’t Have To…

A1d: I loved how @carmenhill used Lego bricks as a metaphor for her content frameworks and broke down what sounds like a really complex process into a dead-simple workflow approach for creating consistent, reusable content. #ContentChat
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) October 4, 2021

And, obviously @NeoLuxeMo @carmenhill & @SFerika gave me great intel on areas I thought I knew well but clearly their info helped me improve. Implementing now! #ContentChat #cmworld
— Shane Shaps (@520eastbrands) October 4, 2021

Maureen Jann’s breakout on Leveraging Content To Build Connections (And Gain New Clients)…

Not to suck up to our guest, but loved @NeoLuxeMo—great way to close out my week. Also got creative juice from @DrewDavisHere, @ALeeJudge & @JasonMillerCA; provocative insights from @marctothec & @movie_pundit; and great practical tips from @SFerika & @ZonteeHou #contentchat https://t.co/6vF9NClroN
— Carmen Hill (@carmenhill) October 4, 2021

A1d: And from @NeoLuxeMo I picked up the tip of asking people you are networking with where else they hang out. So that way if they’re the kind of folks you want to meet more of, you know where to look! #ContentChat
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) October 4, 2021

And Shane Shaps’s breakout on How Employee Engagement Can Tell a Better Story.

A1c: My favorite takeaway from @520eastbrands‘s session. #ContentChat https://t.co/V0ElfDl7Vh
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) October 4, 2021

Q2: How do you debrief from #CMWorld? What are you going to do to put your learnings into action?

September 20, 2021 Content Chat Recap: How To Use Customer Journey Maps To Improve The Customer Experience

September 22, 2021 by Alek Irvin Leave a Comment

Great content aims to help its ideal consumer learn new concepts, overcome challenges, and perform better in their day-to-day work. To fully serve your community through content marketing, it’s essential to map your customer journey to understand the challenges they face and ways you can help them at each stage of their journey.

In this #ContentChat, we’re joined by Jenny Magic (@JennyLMagic), content strategist at Convince & Convert, to discuss how marketers can use customer journey maps to improve the customer experience. Read the full recap below, where we explain what is included in the customer journey, our favorite tools to map the customer journey, ways to improve this journey through content marketing, and more.

Q1: What is the customer journey? What is or is not included in this journey?

The customer journey involves every touchpoint a customer has with your brand (whether direct or indirect). This includes everything starting from when the customer first becomes aware of your company through to their post-purchase experience(s) (if they get that far).

A1a The #customerjourney documents what buyers need at each stage of a decision process to keep momentum & get to the next stage #ContentChat https://t.co/U7RQB2oMHV
— Jenny Magic (@JennyLMagic) September 20, 2021

A1: the customer journey is comprised of all the touchpoints a customer has with your company from first becoming aware of your company through to the sale.
(as an aside, this is why I am a proponent of multi-touch attribution) #ContentChat
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) September 20, 2021

A1: All interactions a customer has with your brand from the moment they hear about you. That can include anything pre- and post-sale. #contentchat
— Melanie Graham (@WriterGirlMel) September 20, 2021

A1.
It is the whole voyage from the first touch point unfamiliar with your brand/company to a satisfied and returning, steady customer. It includes all interactions, stages, service and communications.
Amd that will hopefully be a nice trip 🌞#ContentChat pic.twitter.com/jY3hUksJCA
— Christian Lipp 🌱 (@SEMgalore) September 20, 2021

The customer journey includes every online and offline/in-person interaction. In many ways, the customer journey and customer experience are closely intertwined.

A1: I define the customer journey as all the way they can engage with your brand…online, offline, in person…the full experience. #ContentChat
— Bernie Fussenegger (@B2the7) September 20, 2021

It’s so interesting, I’ve often seen that the #customerjourney are where #CX really comes together for an organization #contentchat https://t.co/ry8bZvvrz8
— Jenny Magic (@JennyLMagic) September 20, 2021

Great point here—too often we see marketers focus exclusively on the owned + digital aspect. While that’s critical to include, it’s nowhere near all of it. #ContentChat
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) September 20, 2021

Customer journey are all the touch point that the customer has with the brand. These include resources by the brand itself (website, customer service etc.) but also references found on the web (review sites, influencers etc.) #ContentChat
— Irina Graf (@themiceblog) September 20, 2021

Marketers use customer journey maps to understand their buyer needs and the hurdles that customers face when exploring or purchasing from a brand.

A1b For me the #customerjourney is really the intersection of buyer needs & sales CTAs. What do we want them to DO and WHY would they do it? #ContentChat https://t.co/U7RQB2oMHV
— Jenny Magic (@JennyLMagic) September 20, 2021

A1c In practice, journeys are often spreadsheets with rows for each persona at each stage of the decision process #ContentChat https://t.co/U7RQB2oMHV
— Jenny Magic (@JennyLMagic) September 20, 2021

To reiterate: The customer journey does not stop when the buyer makes a purchase. The journey involves all post-sale interactions, too, encompassing the full customer lifecycle.

I would go further. It’s so easy for those of us in marketing to forget what happens AFTER the sale, which we may not be as involved in but is equally important. #contentchat
— Dan Goldberg (@Jonas419) September 20, 2021

Very true! As someone who focused on content marketing to existing customers, I am always surprised when existing customers are not part of the journey maps.#ContentChat
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) September 20, 2021

So true. Aligning team incentives so that onboarding, upsell, and other post-sale activities are rewarded across teams helps keep this top of mind #contentchat https://t.co/qUxZ37seZE
— Jenny Magic (@JennyLMagic) September 20, 2021

Excellent take, Dan 👍🏾. Don’t stop after a quick sale!
🤔What about service + support?
🤔 Something went wrong?
🤔Exchanges and returns?
🤔Customer questions?
🤔Upsale opportunities?
All part of a customer journey and the #CustomerExperience #ContentChat
— Christian Lipp 🌱 (@SEMgalore) September 20, 2021

And all part of your #contentstrategy, we hope! #ContentChat
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) September 20, 2021

For successful customer journey mapping, departments have to align their strategy and KPIs.

This is why I am now so invested in breaking down silos – you can’t attribute multi-touch if systems don’t talk and metrics don’t match #contentchat https://t.co/0D4S7nigQ7
— Jenny Magic (@JennyLMagic) September 20, 2021

And the customer journey can differ based on each unique audience (let’s dive into this for Q2).

It is also defining your audience/customer. A customer could also be your own team member and what their journey is with the brand and how they are engaging and needing to know who the audience is etc. #ContentChat
— Bernie Fussenegger (@B2the7) September 20, 2021

Q2: How detailed should an audience persona be? What are the essential elements to include?

September 13, 2021 Content Chat Recap: How To Create Memorable, One-of-a-Kind Visual Content

September 16, 2021 by Alek Irvin Leave a Comment

Visual content is an essential part of any content marketing strategy, but many marketers struggle with sourcing or creating unique and effective visuals for their campaigns.

In this #ContentChat, we’re joined by Amy Balliett (@AmyBalliett), CEO and founder of Killer Visual Strategies, to discuss how marketers can create one-of-a-kind visuals to elevate their content marketing. Read the full recap below, where we explore why brands should invest in visual content, how to document a visual brand identity, where to find visuals for marketing, and more.

Q1: Why should brands invest in visual content as part of their marketing strategy?

Visual communication is an efficient way to share information. Audiences connect more easily with visuals, and some studies estimate that visuals reach the brain 60,000x faster than text.

A1a: Visual communication reaches the brain 60,000x faster than text.
Audiences connect more easily with visuals, and it shows: 82% of all internet traffic is driven by video—and that’s just one of many kinds of visual content available to marketers. #ContentChat pic.twitter.com/Ii95VeqgWi
— Amy Balliett (@AmyBalliett) September 13, 2021

A1: Visual content is an essential way to deliver value to your community. Some ideas or concepts are best shown through visuals, like a diagram explaining a complicated process. Or, visuals can simply draw attention to an important point, like a quote. #ContentChat
— Alek Irvin (@AlekIrvin) September 13, 2021

Some of your community members prefer to consume visual content, and this content is more likely to stand out on social media.

A1: Your community learns and consumes content through a number of channels and senses. Visuals are an important way we process information and need to be part of our #contentstrategy. #ContentChat https://t.co/41CiOTr71J
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) September 13, 2021

A1: Everyone consumes content in a different way and visual content is one way to broaden your brand’s reach and audience. And in our frenzied, overstimulated social feeds, it’s more likely to stand out! #ContentChat
— Melanie Graham (@WriterGirlMel) September 13, 2021

A1: visuals stand out, good visuals will stop people in the scroll. You need to grab the attention of your audience! #ContentChat https://t.co/TCGdSTeHUF
— JMatt (@JMattMke) September 13, 2021

A cohesive visual identity can reinforce your branding.

A1: I’d also add that having unique visual content can help reinforce your brand with potential customers. (vs. using stock images or repurposing someone else’s visuals) #ContentChat
— Melanie Graham (@WriterGirlMel) September 13, 2021

Agreed!
Whether you have your own illustrations created, like @CMIContent with @jkkalinowski‘s amazing work, or commission brand photo shoots, bespoke visuals do so much for brand definition. #ContentChat
— Erika Heald | Speaking at #CMworld + #MProfsB2B. (@SFerika) September 13, 2021

And most visual content can easily be repurposed to drive additional value across channels or formats.

A1. Reaches a wider audience and consumers seem to prefer taking in information in visual format vs text. You can also reuse visual content in so many additional materials. #ContentChat
— Mandi DeGroff Munger (@mandide) September 13, 2021

Amy’s microsite further explains the power of visual communication for marketing:

A1b: To learn more about the power of #visualcommunication as a tool for #contentmarketing professionals, check out this microsite: https://t.co/xcopiIcxCW #ContentChat
— Amy Balliett (@AmyBalliett) September 13, 2021

Q2: How can a brand define its visual identity? What are the essential areas to document?

August 30, 2021 Content Chat Recap: Why Customer Experience Can Be Your Best Marketing

September 8, 2021 by Alek Irvin Leave a Comment

Over the past years, brands have increasingly prioritized the customer experience to retain customers, drive new business, and ultimately stay ahead of the competition. But, who in an organization is responsible for customer experience, and how can teams consistently create incredible experiences?

In this #ContentChat, we’re joined by Dan Gingiss (@DGingiss), customer experience speaker, coach, and author of The Experience Maker (out Sept. 14), to discuss why customer experience can be your best marketing. Dan shares a handful of learnings from his book—we received an advanced copy and, trust us, you want to grab a copy—including how you can use his WISE methodology to find ways to elevate your customer experience (with examples of brands doing this well). Read the full recap below, and tweet us your examples of WISE brand experiences with #ContentChat.

Q1: What is customer experience? How do you define it?

The customer experience is how customers feel about every single interaction with your brand.

A1: #CustomerExperience is how customers feel about every single interaction with your brand. The “feel” part is important because perception = reality, and it’s important to remember that EVERY interaction counts. #ContentChat https://t.co/gYaUXUUHR4
— Dan Gingiss – The Experience Maker (@dgingiss) August 30, 2021

A1 Customer experience is the sum total of every interaction a customer has with your company—from their first glance at your store facade or email or website through to using the product at home. #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 30, 2021

A1.
The overall impression that a customer has in the whole encounters and relationship with a company or brand.#ContentChat
— Christian Lipp 🌱 (@SEMgalore) August 30, 2021

A1: not sure it matters how ‘we’ define it — what matters is what customers think it means. #ContentChat
— Tiffani Bova (@Tiffani_Bova) August 30, 2021

These interactions include all your communications through email and social media, as well as when your customers search for your products, navigate your website, hear about your product from friends, or simply see your product on store shelves.

A1: Customer experience is the emotional response to each aspect of your brand.
If they go to your website, how do they feel?
If they’re in your physical space, how are they treated?
If you email them, do they open immediately or delete?
Each touchpoint matters. #ContentChat
— Rachel Wendte (@rkwendte) August 30, 2021

A1. Customer experience is the sum of all interactions a customer has with your business — from the time they discover your business, become a lead to post-purchase emails. #ContentChat
— Masooma | Content Writer (@inkandcopy) August 30, 2021

I had a great chat with Val at @forepoint about this for a project we’re doing. She pointed out that our potential customers and or future employees and colleagues can be any age: think school projects to post-retirement consulting. So it’s every touch point. #ContentChat 🤗
— Katherine Wildman | Haydn Grey (@haydngrey) August 30, 2021

A1: The process of how customers interact with your brand and how they feel during those interactions. Finding your product, navigating a website, finding information about a product/service, interactions with sales teams, using the product/service, etc. #ContentChat
— Melanie Graham (@WriterGirlMel) August 30, 2021

A1: The way a business or brand interacts with the people buying their products. It can also make or break relationships and convince others to buy/not buy the product or service again. #ContentChat
— Christian McIlwain (@cpmcilwain) August 30, 2021

A1. The whole process of interaction between a customer and a brand/business/company. It can be an enquiry, a transaction or a visit. #ContentChat
— Daniel Warui (@warmurd) August 30, 2021

A1 Customer experience is how the customer felt through the whole process of working with a company – either through finding, purchasing and using a product, or with an offered service
-Alyx #ContentChat https://t.co/MDQuYwYSQj
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) August 30, 2021

A1: Customer experience is the perceived/experienced interaction between a business or service & the customer. #ContentChat https://t.co/mQYPJPDwaV
— Cathrine Alexandra Nelson (@cathrinewith1e) August 30, 2021

Every member of your team can impact the customer experience, and this experience is not tied to a single medium or channel.

A1: At a basic level, a customer experience reflects every interaction that a customer has with a brand, whether direct or indirect. The experience is created by ALL of your brand’s teams, including marketing, sales, PR, design, customer success, etc. #ContentChat
— Alek Irvin (@AlekIrvin) August 30, 2021

A1: I view customer experince as not being tied to one medium or channel. It can be the website, it can be in person etc. It is the experience they have with the brand and how it makes them feel. #ContentChat
— Bernie Fussenegger (@B2the7) August 30, 2021

Q2: What is an Experience Maker?

August 23, 2021 Content Chat Recap: So You Want To Be A Content Marketing Or Public Relations Freelancer

August 26, 2021 by Alek Irvin Leave a Comment

Have you considered leaving your traditional 9-5 job to pursue freelance content marketing or public relations work? Or do you hope to raise some extra cash on the side by freelancing?

In this #ContentChat, we’re joined by Michelle Garrett (@PRisUs), PR consultant and host of #FreelanceChat (Thursdays at 9 a.m. Pacific/noon Eastern), to discuss how to get started with freelance communications work. Read the full recap below, where we explain the benefits of engaging in freelance opportunities, how to find freelance work, solutions to common pitfalls that many freelancers face, and much more. If your freelancing question was not answered, let us know in the comments so we can help!

Q1: What are the benefits of pursuing freelance content marketing or public relations work? If you switched from in-house or agency to freelance, why did you make the change?

There are many benefits of freelancing. For starters, you can be your own boss and can choose who you work with…

A1a: There are MANY benefits, I’ve found. I love being my own boss and having the freedom to set my schedule and choose who I work with. It’s a lifestyle for me – one I couldn’t have without being my own boss. #ContentChat
— Michelle Garrett (@PRisUs) August 23, 2021

A1: I moved into freelance life from an agency because I wanted the freedom to choose the clients and projects I worked on, to enable me to do my best work. There’s no going back now!#ContentChat https://t.co/yhjqq2X3nZ
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 23, 2021

A1: The biggest benefit I see to freelance content marketing, or content of any kind, is that you can work with whatever clients you want. You yourself are also a client, and as you promote your work, you get better at what you do + get better leads. #ContentChat
— Rachel Wendte (@rkwendte) August 23, 2021

A1: Benefits are many. The ability to pick the projects & people I do or do not want to work on is probably the biggest benefit. I love what I do and enjoy the folks I work with. It’s cheesy, but event though I work long hours it doesn’t feel like work. Zero dread. #ContentChat
— 🟣 Jennifer Navarrete (@epodcaster) August 23, 2021

A1a: I never planned on going freelance, but city life gradually wore on me (rent, daily commute) and I needed to move/reset. I was able to transition to freelance for my agency at the time. I would now have a VERY hard time giving up the perks of freelancing. #ContentChat
— Alek Irvin (@AlekIrvin) August 23, 2021

Which includes the freedom to pursue long-term or short-term collaborations with agencies and companies alike.

A1. I like to have the best of both worlds. I prefer long-term collaborations with companies and agencies, but as a freelancer. #ContentChat
— Teodora Ema Pirciu (@EmaPirciu) August 23, 2021

This diverse mix of clients can allow you to tap into more of your marketing skills.

A1 – In my experience, it gave me a wider range of clients to work with. It also gave me a chance to use my less tapped into skills in my digital comms repertoire. #ContentChat pic.twitter.com/bmZv1gkFN9
— 👨🏾‍💻Musolé | #CreateYourMoment (@Musolek) August 23, 2021

Many freelancers find a healthier work/life balance than before. That is not to suggest that freelancers never work late hours. But late-night work is more a matter of choice when you freelance…

A1b: The benefits of freelancing include (just for starters):
– Flexibility for a healthier work/life balance
– Near-total control over my hours (I used to work after 6 p.m often…. not anymore)
– Ability to work with a ton of people I love working with!#ContentChat
— Alek Irvin (@AlekIrvin) August 23, 2021

That’s one of the first things I noticed going freelance – I rarely work past 5. Gave me a new (healthier) definition of work/life balance. #ContentChat
— Monina Wagner (@MoninaW) August 23, 2021

I spend a fair amount of time working in the evenings but I like that it’s my choice and I’m being forced. #ContentChat
— Shane Carpenter (@dshanecarpenter) August 23, 2021

Important to distinguish that it is your choice. I used to work late because I felt I had to. Churn and burn is real. #ContentChat
— Monina Wagner (@MoninaW) August 23, 2021

I did too but then one day I decided I was done at 5:00 and I found out the world wouldn’t end. #ContentChat.
— Shane Carpenter (@dshanecarpenter) August 23, 2021

No joke, I didn’t realize how much time I actually had between 5pm and bedtime. With the exception of dinner, the laptop was always on. The 5pm rule for me is a gamechanger. #ContentChat
— Monina Wagner (@MoninaW) August 23, 2021

This balance includes the ability to juggle errands and miscellaneous life tasks at more convenient times.

One thing that folks may not know is that going to the grocery store and movie theater during the work week is a much better experiences vs. nights/weekends. #ContentChat
— 🟣 Jennifer Navarrete (@epodcaster) August 23, 2021

It is pretty nice to be able to run out to do errands – without having to notify anyone you’ll be OOO. 😆#ContentChat
— Michelle Garrett (@PRisUs) August 23, 2021

We recommend you get at least three years of agency or in-house experience before going freelance. You will develop your skills and expand your network much faster at an agency than if you go right to freelance work.

A1b: The last job I had was w/ a PR agency (because my mentor told me I needed to have that experience before hanging out my own shingle). Great advice–although that year was 1 of the toughest of my professional life. #ContentChat
— Michelle Garrett (@PRisUs) August 23, 2021

A1c: So when I did the agency stint, it was always with the goal in mind of starting my own biz. I couldn’t have/wouldn’t have worked there long-term. I saw how I could offer clients what they needed at a lower cost. #ContentChat
— Michelle Garrett (@PRisUs) August 23, 2021

Learned a lot–but oof, it was ROUGH. Lots of carrot dangling. Long hours. Difficult clients. I’d come home and collapse. #ContentChat
— Michelle Garrett (@PRisUs) August 23, 2021

A1c: For anyone about to graduate college, I recommend you get at least 3-6 years of agency or in-house experience before attempting to go freelance. You’ll learn more and greatly expand your network before going freelance. #ContentChat
— Alek Irvin (@AlekIrvin) August 23, 2021

I second this. I went out on my own after a long time working in-house, and a year at an agency to help me understand how to make a business of it, above and beyond trading dollars for my hours as a solopreneur. #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 23, 2021

This is VERY true… At least *some* agency experience will help prepare you – and yes, you’ll meet a lot of great contacts. My agency co-workers still refer work to me all these years later. #ContentChat https://t.co/LD63Dbtoya
— Michelle Garrett (@PRisUs) August 23, 2021

Q2: How can freelancers find relevant communications and content creation opportunities? What methods, sites, or tools do you recommend?

August 16, 2021 Content Chat Recap: Content Curation At Scale

August 23, 2021 by Alek Irvin Leave a Comment

Brand communities want to receive valuable content and resources from a range of reputable sources on that brand’s content channels—not just the company’s owned content. Especially if that owned content is a blatant sales asset.

In this #ContentChat, we explain how to curate content that your community will love. Read the full recap below for tips on how to find the best curated content sources for your community, our favorite content curation tools, and engaging ways to share curated content across your channels.

Q1: What is content curation, and how can it benefit a brand’s marketing strategy?

Content curation is a process in which you identify and share reputable third-party resources with your brand or personal community.

A1a: Content curation is the process of identifying and sharing a vetted selection of other people’s content with your audience. #ContentChat https://t.co/lTZpJIcHOn
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 16, 2021

A1.
A collection of #content pieces by
other experts on a certain topic that you put together to provide value for an audience.#ContentChat
— Christian Lipp 🌱 (@SEMgalore) August 16, 2021

A1: #Contentcuration involves sharing third-party resources with your community. By sharing valuable content from reputable sources, you show your community you’re here to help them, instead of just pushing your content on them. #ContentChat
— Alek Irvin (@AlekIrvin) August 16, 2021

An effective content curation strategy can build your brand reputation, help nurture relationships, and ideally drive website traffic.

A1b: Content curation can benefit your brand in 3 big ways:
* Build your reputation
* Nurture relationships
* Drive website traffic#ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 16, 2021

A1c: Curated content also breaks up the monotony of your brand talking about itself and sharing its owned content on social media. #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 16, 2021

Yess! Takes the focus from me-content for a bit—adding fresh perspective for your audience. #ContentChat
— Masooma | Content Writer (@inkandcopy) August 16, 2021

Which builds credibility #ContentChat
— Dan Goldberg (@Jonas419) August 16, 2021

The content you curate should lend a perspective on a topic of interest to your community. Ideally, this content will naturally extend from the content you create and answer new questions for your community.

A1b: When you integrate #contentcuration throughout your content channels, you can more effectively address the range of topics that are important to your audience. Share content to spark ideas. Help solve challenges. Lend a perspective that you cannot directly say. #ContentChat
— Alek Irvin (@AlekIrvin) August 16, 2021

A1: Content curation is a companion to content creation. In addition to content you create, content curation includes accompanying pieces that will also resonate.
It’s a great benefit to any brand hoping to amplify a message w/out making everything about them. #ContentChat
— Rachel Wendte (@rkwendte) August 16, 2021

100% agree with this.
When you share other people’s content that validates your brand POV, it’s a very positive reflection on your brand and its understanding of industry trends and challenges. #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 16, 2021

Content curation can also lighten your team’s content creation needs.

A1. Content curation is gathering content on a specific topic in a creative way.
Example: a Twitter thread on threads to improve writing.
It helps by adding variety and voice to your content marketing strategy while reducing the work of churning out new content. #ContentChat
— Masooma | Content Writer (@inkandcopy) August 16, 2021

A1. Content curation is creating content based on other people’s content. Providing your own pov and collecting / presenting materials in an easily accessible way helps take off the pressure of creating original content every time #ContentChat
— Manisha (@ManishaDot) August 16, 2021

For brand such as @morganstanley, #contentcreation can be broad in scope.
For example, I covered a @morganstanley event and wrote a profile of their guest @Martina. It was about her career & what pushed her to succeed in spite of big obstacles for #women in tennis.#ContentChat pic.twitter.com/sCuox5UM9B
— Rose Horowitz, #WomentoFollow, #SreeShow (@RoseHorowitz31) August 16, 2021

Q2: How do you identify the best curated content sources for your community?

Alek Irvin