When planning a content strategy, marketers should not only review their past content success but also evaluate how their market is changing and any external factors that could help or hinder their efforts. Conducting a marketing SWOT analysis is a valuable way to get this full-picture look at a company’s potential, but many marketers simply do not conduct this research in a valuable or actionable way.

In this #ContentChat, we discuss how to conduct a marketing SWOT analysis to inform your content strategy. Read the full recap below, where we explore what a marketing SWOT analysis is, how often your marketing team should conduct a SWOT analysis, and how to conduct your analysis in an effective way.

Q1: What is a marketing SWOT analysis, and how often should your team conduct one?

A marketing SWOT analysis is a framework for evaluating your marketing team’s strengths, weaknesses, opportunities, and threats.

A1a: A marketing SWOT analysis is a framework for evaluating your marketing team’s Strengths, Weaknesses, Opportunities, and Threats. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) October 19, 2020

A1: An analysis of the strengths, weaknesses, opportunities and threats relative to your marketing program for planning purposes. #contentchat

— John Cloonan (@johncloonan) October 19, 2020

I learned SWOT in MBA! I think it is really helpful to separate strengths from opportunities and weaknesses from threats. The two positives and the two negatives interact together interestingly. #ContentChat https://t.co/51zm2l3Lq8

— DiKayo Data (@dikayodata) October 19, 2020

A1 A Marketing SWOT is a great way to break down what you have going for you and going against you as well as to what extent those things are factors you control versus what is outside your control. #ContentChat

— Derek Pillie (@derekpillie) October 19, 2020

A1a: SWOT analysis allows us to identify strengths, weaknesses, opportunities and threats, while taking into account internal vs external aspects. #ContentChat

— WriterGirl (@WriterGirlAssoc) October 19, 2020

A marketing SWOT analysis should be conducted at least once a year, but it can be done more frequently or as your company undergoes any significant changes (i.e. new product offering(s), change in business model, new focus for marketing team, etc.).

A1b: While the SWOT is most frequently done as part of an initial business planning process, it’s beneficial to conduct this exercise every year as part of your marketing planning process. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) October 19, 2020

A1: #contentchat What I love about a marketing specific SWOT is that it’s … specific. You can focus on one area of your business & dissect as needed from that viewpoint. I would say once to twice a year is a good timeframe. They can be time consuming.

— Diana Richardson🍷 (@DianaRich013) October 19, 2020

A1. Absolutely, we often do a SWOT at the beginning of the year, like we are doing now for 2021 as so much has changed this year , but i think it should be reviewed each time goals or products/services alter! #ContentChat

— Shruti Deshpande (@shruti12d) October 19, 2020

It’s good to conduct a SWOT analysis annually across the board, especially product and service, with marketing being part of it #contentchat #contentchat

— Dan Goldberg (@Jonas419) October 19, 2020

On a smaller scale, a SWOT framework can be used as a guide to explore potential ways to overcome creative or competitive hurdles.

A1b: Our team usual conducts a SWOT analysis whenever we feel stuck on a roadblock. We don’t always follow the exact chart, but still let it drive our discussions. #ContentChat

— WriterGirl (@WriterGirlAssoc) October 19, 2020

[Read more…] about October 19, 2020 Content Chat Recap: How To Conduct A Marketing SWOT Analysis To Inform Your Content Strategy

This week is Content Marketing World 2020, which is one of the biggest content marketing events of the year and a favorite for many in the #ContentChat community.

Although we’re sad to not be in Cleveland now catching up in person, we’re starting the virtual festivities with a #CMworld pre-party with Maureen Jann (@NeoLuxeMo), co-founder and chief marketing strategist at NeoLuxe Marketing. Read the full chat recap below for tips on how you can get the most out of virtual CMworld 2020, including how to balance client work during the conference and which sessions we’re most excited for. If you missed the chat and want to share your tips or promote your conference session, comment below. We hope everyone has a great time at the show!

Q1: #CMworld has 100+ sessions across five days. How do you pick which sessions to attend?

Prioritize sessions that will fill gaps in your technical knowledge, expand on topics you’re interested in, or provide opportunities to meet new people.

A1: I typically pick and choose the sessions that help me fill the gaps in my technical knowledge! So, you’ll find me in the analytics, attributions, and measurement sessions. #contentchat

— Maureen Jann (@NeoLuxeMo) October 12, 2020

A1b: As a rule, those going to sessions should focus on closing the gaps in their knowledge, finding inspiration, and meeting new people. #contentchat

— Maureen Jann (@NeoLuxeMo) October 12, 2020

If it were me going as an attendee, I really think the best way is to say “What is my biggest goal or challenge in the next 6-12 months?” Then focus on sessions/topics/tracks that will help you achieve that. #CMWorld #ContentChat

— Cathy McPhillips (@cmcphillips) October 12, 2020

A1: With so many options, you should focus on the intersection of your business/career goals and the topics being covered at #CMWorld. This way you’ll be motivated to apply what you learn! #ContentChat

— Chris Craft (@CraftWrites) October 12, 2020

Some speakers are always a must-see (like Andy Crestodina and Ann Handley), but try to also join sessions from speakers you’re unfamiliar with. If you have friends or colleagues also attending, plan which sessions you want to join together and which you can attend individually and share your notes.

A1: I have a short list of folks whose session I always look for at #CMworld with @crestodina + @annhandley at the tippy top. Next, I scan the session topics and coordinate with friends on which ones to go to together and which to share notes on. #ContentChat https://t.co/GU0QW4d7CR

— Erika Heald | Content Marketing Expert (@SFerika) October 12, 2020

A1: My strategy for picking sessions is based on filling the gap when it comes to my strengths. As tempting as it is to pick sessions with my favorite speakers and topics, I try to go out of my comfort zone. (ie Analytics, SEO, etc). #ContentChat

— Berrak Sarıkaya 😷 (@BerrakBiz) October 12, 2020

Consider attending sessions on industries you may not be familiar with to learn how pros in that space approach content marketing.

A1b: I would also add, in addition to skills out of my comfort zone, I also look for industries I may not be super familiar with to learn how they’re applying strategies in their field. #ContentChat

— Berrak Sarıkaya 😷 (@BerrakBiz) October 12, 2020

Or, identify topics that you have an opinion on to then see how others approach that topic.

I also look for stuff on which I have an opinion, to test it against current practice. #ContentChat

— John Cloonan (@johncloonan) October 12, 2020

If you can’t catch everything live, write down all of the sessions you hope to attend and you can watch the session recordings at any time.

the GREAT news for everyone this year is we can gain access to ALL the #CMworld sessions, so as life changes, we can hop back in for extra servings! #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) October 12, 2020

[Read more…] about October 12, 2020 Content Chat Recap: CMworld Pre-Party: How To Get The Most Out Of Virtual CMworld 2020

The success of a company’s marketing activities can often come down to whether the brand has built strong relationships with its audience, meaning that even the flashiest campaign could fall flat if no one is listening. Social media channels are just one space to build relationships with a company’s audience, and Twitter especially has proven useful for brands and solopreneurs alike.

In this #ContentChat, we are joined by Masooma Memon (@InkandCopy), a freelance writer for SaaS and marketing brands, to discuss the best practices for building and nurturing relationships on Twitter. Read the full recap below, where we discuss why a company should invest in building relationships on Twitter, how brands can find their ideal audience on Twitter, the do’s and don’ts of DMs, and our top advice for how to build authentic relationships on social media.

Q1: Why should a company invest in building relationships with its audience on Twitter? What goals can doing so help accomplish?

Twitter can connect brands with their audience to build and reinforce relationships with greater ease than other channels. The key is to not solely focus on selling or blasting a message out—you build relationships by listening, responding, and interacting.

A1. (1/2) Focus on building relationships on Twitter to build loyal customer-business relationships. Not only can you close deals with this approach, but you can retain customers better when your relationship with them isn’t purely transactional. #ContentChat https://t.co/kyd684oLIe

— Masooma | Content Writer (@inkandcopy) October 5, 2020

A1: Brands don’t do this enough. Important to build on Twitter to have a community, to listen, to engage, to understand, to build loyalty and to take action to understand who your audience is and understand what value to provide. #ContentChat

— Bernie Fussenegger #Digital360Chat (@B2the7) October 5, 2020

I completely agree. Too often, we see brands viewing #Twitter as a megaphone to talk at people, missing the boat on connecting with and nurturing relationships with their most avid brand fans. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) October 5, 2020

At a minimum, brands should monitor Twitter for any customer questions or complaints.

A1 (b): Twitter is often as useful as a site based chat app for handling inquiries, complaints, PR and more. #ContentChat https://t.co/rSVqceER2d

— Ed Alexander (@fanfoundry) October 5, 2020

It’s a terrible feeling when you take the time to @ mention a brand and they keep chugging along with their pre-scheduled content, and don’t acknowledge the mention, or, worse yet, don’t give you help you are seeking. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) October 5, 2020

When brands use Twitter for relationship building, it often humanizes the brand, increases customer trust, and makes your audience more willing to share feedback or insights that help your company.

A1: Building these relationships can help humanize your brand. Talk to your customers. Understand their needs. Offer help when possible. Establish yourself as a thought leader. #ContentChat

— Kim Wise (@kimwise014) October 5, 2020

A1 Building relationships with your audience gives you the opportunity to have the trust to ask for opinions and pain points first-hand, to connect and build a support system for yourself and them, and offer/receive feedback in RT – Alyx #contentchat https://t.co/ivCMUkmofP

— Charlie Appel Agency (@ColfaxInsurance) October 5, 2020

That’s very true. You can gather lots of valuable feedback when you take the time to build relationships on Twitter. #ContentChat

— Masooma | Content Writer (@inkandcopy) October 5, 2020

A1: Building relationships with users on Twitter can either help humanize a company or push a personal brand to the forefront of niche audiences. Building a fun and relatable brands sticks out these days. #contentchat https://t.co/an9YnWyMpa

— Jonathan Berthold (@j_bertho) October 5, 2020

By building meaningful connections on Twitter, brands can achieve a range of business goals, including increased brand awareness, a boost to your site traffic, and (ideally) more or higher quality conversions and sales.

A1. (2/2) As for which goals Twitter can help you accomplish:

👉 Brand awareness including driving traffic to your site
👉 Customer engagement & loyalty/community-building
👉 Conversions and sales.

— Masooma | Content Writer (@inkandcopy) October 5, 2020

A1 Relationships last longer than transactions. A strong relationship can translate into repeat business, referrals (customer and employee), and better word of mouth, among other benefits … but the goal of relationship building is not benefits, of course. #contentchat

— Martin Lieberman (@martinlieberman) October 5, 2020

A1. Because Twitter is *the* place to instigate a meaningful dialogue. It’s really an awesome platform for connecting with your audience!

Accomplishes 2 main goals:

✨Brand awareness (hashtags, Twitter chats)
✨ Thought leadership (Twitter chats, threads)#ContentChat

— Dina | Copy Cookie 🚀 (@copy_cookie) October 5, 2020

A1 Investing in building relationships helps to;
🔹 Increase engagement.
🔹Keep the conversation going amongst your audience.
🔹Create brand advocates amongst your audience.#ContentChat

— lynette muthoni (@lyn_muthoni) October 5, 2020

A1. Building relationships on Twitter will help;
👉 Reach out to more prospects
👉Help engage with TA
👉Build credibility
👉 Contribute to building brand
👉Grow social media presence
👉Prompt TA to check out their offerings across other channels #ContentChat

— Shruti Deshpande (@shruti12d) October 5, 2020

As with any channel you choose to invest in, though, first confirm that your audience is active on Twitter.

A1: Relationships are key to building brand trust and loyalty. If your audience is on Twitter, then engaging meaningfully with them on this platform will help you listen to their needs, provide value, and build lasting relationships. #ContentChat

— Berrak Sarıkaya 😷 (@BerrakBiz) October 5, 2020

A1) #ContentChat Is really depends on if the people you want to build relationships are:
– on Twitter
and
– use Twitter themselves to build relationships
It’s a real-time platform, so feedback, conversations & problem solving can happen fast in most cases.

— Diana Richardson🍷 (@DianaRich013) October 5, 2020

A1: +1 to everything mentioned so far — it’s all about building relationships. But be sure the channel makes sense for your brand and audience. Social channels take work — you don’t want to spend time on it if no one is listening! #contentchat

— WriterGirl (@WriterGirlAssoc) October 5, 2020

[Read more…] about October 5, 2020 Content Chat Recap: Best Practices For Building Relationships On Twitter

Savvy marketers understand that content engagement is often more valuable than impressions, but do you measure this engagement and how can a piece of content be optimized to drive more engagement?

In this #ContentChat, we are joined by Shane Shaps (@ShaneShaps), president, founder, and community manager of 520 East Brands, to share best practices to define and measure content marketing engagement. Read the full chat recap below, where we explore the KPIs you use to measure content engagement, how to drive engagement on social media, what makes for an effective call to action, and more.

Q1: How do you define content engagement, and has your definition shifted over time?

Content engagement includes likes, shares, comments, retweets/reshares, DMs, and more. Essentially, engagement is anything where your audience is interacting with your content in some way.

A1a For the companies we represent, we look at engagement metrics – likes, shares, comments, retweets, regrams, etc. What’s resonating with your audience? #ContentChat https://t.co/7qUj4a8kVS

— Shane Shaps (@520eastbrands) September 21, 2020

A1: Beyond the basic metrics, I like to see shares, comments, and discussion. #ContentChat

— John Cloonan (@johncloonan) September 21, 2020

A1 How/when/who in our audience interacts with our content – likes/responses/DMs/sharing/retweeting/etc.
It hasn’t really shifted (yet) but we’ve only been doing this since Feb this year, so we’ll see how we look at it this time next year #ContentChat https://t.co/hgR2hvvdfy

— Charlie Appel Agency (@ColfaxInsurance) September 21, 2020

A1. When a user takes action to your piece of content is content engagement! It hasn’t changed significantly I must say, the channels where they engage has though! #ContentChat

— Shruti Deshpande (@shruti12d) September 21, 2020

The definition of engagement has shifted as new platforms and content types have emerged.

A1b It shifts often in that we must continue to look at pieces of content and types – is video still the thing for this client, or are blogposts now the thing? It must continually evolve. #ContentChat

— Shane Shaps (@520eastbrands) September 21, 2020

A1 My definition of content engagement has definitely shifted because it can happen at multiple levels – social media, on page, reviews, third party… Stay on your toes or you’ll miss something #ContentChat

— Dan Goldberg (@Jonas419) September 21, 2020

A1: I think the definition of engagement varies depending on the platform and KPIs. Are you trying to get people to share a post on social, watch a video in its entirety, read a blog, fill out a form, etc. #contentchat

— WriterGirl (@WriterGirlAssoc) September 21, 2020

As Derek notes, the way you measure content engagement will depend on your goals. For many marketers, “likes” are considered a low-quality engagement metric because they rarely translate to a direct business benefit.

A1: I think content engagement can be measured many different ways, but it’s definition DEPENDS (my favorite word) on what you’re trying to achieve. Vanity metrics might be enough for one campaign but actual interaction may be necessary for another. #ContentChat

— Derek Pillie (@derekpillie) September 21, 2020

A1b: I used to classify Twitter accounts into eight different groups based on three different metrics with a goal toward building relationships with users who actually engage with content. Sometimes it’s not about measuring your content but assessing your audience. #ContentChat

— Derek Pillie (@derekpillie) September 21, 2020

A1. Not really a definition, but I used to think any interaction signifies valuable engagement. Now, I believe likes or other types of “shallow” engagement aren’t all that valuable. Things like social shares & comments are. #ContentChat

— Dina 🌿 (@dinasostarec) September 21, 2020

A1b: I also like to think of engagement as the highest value interaction we can get from a reader/subscriber/user/client. #contentchat

— WriterGirl (@WriterGirlAssoc) September 21, 2020

[Read more…] about September 21, 2020 Content Chat Recap: Best Practices To Measure And Define Content Marketing Engagement

Online B2B communities have been immeasurably valuable for companies of all sizes, helping to connect the brand and its audience to strengthen connections, exchange ideas, and ultimately provide value to the community members. The problem, though, is that online communities require a significant investment to get started, and keeping a community running has its own set of unique challenges.

In this #ContentChat, we are joined by David Berkowitz (@DBerkowitz), founder of the Serial Marketers community, to discuss what it takes to build and maintain a thriving B2B online community. Read the full chat recap below, where we discuss why a company would want to start an online community, how to determine the best platform for your online community, tips to drive community growth, and how to sustain your community long-term.

Q1: Why would a company want to establish a B2B online community? What business goals can a B2B community support?

B2B online communities can provide a range of benefits and opportunities for companies, including increased customer acquisition…

A1: What I love about B2B community building is there’s so much that can come out of it. I’d say it skews better for retention than acquisition, as it’s so powerful for deepening customer relationships, but some prospects may come for community and stay to transact. #contentchat

— David Berkowitz (@dberkowitz) September 14, 2020

A1
Building a B2B community is a great way to keep the communication going with customers, alliances, and collaborators. Like @dberkowitz it’s a lot about retention and not so much about conversion. But retention can lead to conversion. #contentchat

— Visme (@VismeApp) September 14, 2020

Engagement with community members, which is especially important as brands assess how to stay connected with their audience without meeting in person…

The connections we create and the conversations we can cultivate in business communities are so valuable. And without the ability to connect in person right now, online community building is also filling a huge gap. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) September 14, 2020

A1 A B2B community could be a place for sharing/learning/helping across aspects of the B2B business, from leads to customer experience, everyone learns from one another. Plus ‘building engagement’ is a big goal that could be achieved from such a B2B community #ContentChat

— Shruti Deshpande (@shruti12d) September 14, 2020

Strengthened thought leadership…

A1: position themselves as a leader, encourage their customers and prospects to become SMEs and advocates for their brand. Drive inspo for product features, use cases and enhancement

— sierrasummers (@SierraSummers) September 14, 2020

Opportunities for customer or partner testimonials…

A1: Lots of reasons. Awareness and visibility. Build credibility as a thought leader. Find more business opportunities that lead to conversions. And build a community of people who rave about you (my personal favorite). #ContentChat https://t.co/6kwWvKJSW1

— Megan┃Freelance Digital Strategist (@thedataoutlier) September 14, 2020

Yes, turning customers, fans, and prospects into advocates is an excellent point. I’ve gotten some amazing testimonials through B2B community management. Often, someone says something privately over DM, and I’ll then ask if I can make it public. #contentchat

— David Berkowitz (@dberkowitz) September 14, 2020

And social listening and idea generation, just to name a few.

A1: By creating a community that supports your ideal customers, you are able to better understand the4ir needs and how to meet them. And when you bring great people together, who *knows* what will germinate from their shared ideas? #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) September 14, 2020

A1: Wheather it is B2B or B2C, any online communities are good to listen, share and engage with others and offer support etc to each other. #ContentChat

— Bernie Fussenegger #Digital360Chat (@B2the7) September 14, 2020

A1. Joining a B2B community can help foster new ideas, spark conversations, and support #ContentChat

— Tallwave (@Tallwave) September 14, 2020

A1: additionally, when you bring people together, great things will happen. Harness the power of folks who love your product/brand and encourage them to innovate

— sierrasummers (@SierraSummers) September 14, 2020

Derek raises a valid question: Are online community members usually representing complementary products or service offerings? Per Erika, most B2B communities are gathered around a shared specialization or industry, so there is likely competitive overlap within most online communities.

So in a typical B2B community do the community members all represent complimentary product/service offerings? #ContentChat

— Derek Pillie (@derekpillie) September 14, 2020

In most of the #B2B communities I’m part of, the focus is more around a shared specialization or industry (lots of marketing, agency, and writing groups for me). #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) September 14, 2020

[Read more…] about September 14, 2020 Content Chat Recap: How To Build And Maintain A Thriving B2B Online Community