Content Chat

#ContentChat is a weekly twitter chat that brings together content creators and content marketers to share their challenges and best practices for solving them.

I took over hosting duties from Lucy Rendler-Kaplan on June 13, 2016. The chat was originated by Jenise Stout Fryatt of Smarter Shift who built up the community over three years.

Check out these recaps from recent chats and join us on Mondays at 12 noon Pacific/ 3:00 p.m. Eastern to join in the conversation.

December 5, 2022 Content Chat Recap: How Social Media Can Improve Your Content Marketing Strategy

December 8, 2022 by Alek Irvin Leave a Comment

Social media budgets are on the line in 2023 as executives demand results, according to new research from Hootsuite. But after yet another turbulent year for brand communities, what does success look like on social media? And how can marketers use social in new ways to drive meaningful results?

In this #ContentChat recap, Brandie McCallum (@LttleWys), a writer and digital marketer, and the community discuss how social media can improve your content marketing strategy, including lessons from the past three years to help you use social to your fullest advantage. Read the full recap below to learn:

Ways to stand out on social with video
How to measure your results on social media
Tips for identifying your opportunities on social

Q1: Given the turbulence of 2022, what are you recommending your clients do with social media in 2023?

Excluding Twitter, Brandie is recommending that her clients stay their course and use social media to collect emails, drive traffic, and engage their communities.

A1: With the exception of Twitter, I am keeping reccos the same. Use social to collect emails, drive traffic to websites & chat with your community!
#ContentChat
— Brandie McCallum (@lttlewys) December 5, 2022

A1: I am reserving judgment on Twitter, I have a core group, that still chats and my bestie @KellyInPhoenix keeping me up on Football, otherwise meh! #ContentChat
— Brandie McCallum (@lttlewys) December 5, 2022

I’m always surprised when marketers don’t have clickthroughs on links to owned content as a KPI for their social media programs. It can be such an effective traffic driver.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) December 5, 2022

I’m shocked. It amazes me that people don’t think it through, they spend thousands on a website and don’t maximize #contentchat
— Brandie McCallum (@lttlewys) December 5, 2022

Right?! And if you are #B2B, in particular, driving clickthroughs to your content from buyers who are in the market is one of the most valuable actions social media can drive for you!#ContentChat pic.twitter.com/hnZ0DoGeTv
— Erika Heald | Content Marketing Consultant (@SFerika) December 5, 2022

Lets not forget how it factors into the KPI’s of your budget and the C-Suite! #contentchat
— Brandie McCallum (@lttlewys) December 5, 2022

Review your 2022 social media data to understand what kind of content and which topics you should prioritize in 2023.

A1a: If you haven’t already done so, now is a perfect time to look at your social media data from 2022. What kind of content and which topics got the most engagement on which platforms? Use this information to adjust your 2023 social media mix.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) December 5, 2022

This is a must do! Especially if you don’t do it consistently. Don’t forget to change those passwords and check those bios!! #contentchat
— Brandie McCallum (@lttlewys) December 5, 2022

Conduct social listening—here are eight steps to do so—to identify new communities and platforms that you should explore.

A1b: Next, take a look at what you’ve earned from your social listening. Are there new communities and platforms where your best customers are talking about you or the benefits you deliver? COnsider adding one or more of those platforms to your experiments list.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) December 5, 2022

Remember: The new year is a chance for new beginnings. Be authentic, and use data to guide your strategy.

A1: Be authentic. 2023 is about new beginnings even for legacy brands.#ContentChat
— Sweepsify 🎈 (@Sweepsify_) December 5, 2022

Q2: Many marketers predicted that video content would be increasingly popular on social media—are videos top content?

November 14, 2022 Content Chat Recap: How Content Marketers Can Build Trust With Their Content

November 21, 2022 by Alek Irvin Leave a Comment

What’s the one marketing KPI that every team should track? According to Melanie Deziel, international keynote speaker and author of Prove It, the answer is trust.

If your brand cannot earn the trust of your community, then it will be significantly harder—if not impossible—to get them to purchase from you. Every message you send or post you write is an opportunity to prove your claims and show that you are trustworthy, and we want to teach you how.

In this #ContentChat recap, Melanie (@MDeziel), founder of StoryFuel and co-founder and VP of marketing at The Convoy, and the community discuss how content marketers can build trust with their content. Read the full recap below to learn:

What type of content can help to earn and nurture your community’s trust
Common business or marketing claims that need to be proven
How to audit your content for opportunities to build trust

Q1: Why is it important for content marketing teams to build trust with their brand communities?

According to Melanie, trust is the precursor to every KPI you track.

A1: We optimize for lots of different KPIs but the reality is, Trust is a precursor to all of them!
People don’t click, subscribe, follow, download, buy, etc, without trust!#ContentChat
— Melanie Deziel (she/her) (@mdeziel) November 14, 2022

If your brand doesn’t seem trustworthy, then people will hesitate to purchase from you.

A1: Trust is a big factor when it comes to making purchase decisions—whether you are B2B or B2C. If you don’t seem trustworthy, why should someone purchase your product or services?#ContentChat pic.twitter.com/iviiMJSc1T
— Erika Heald | Content Marketing Consultant (@SFerika) November 14, 2022

A1. Trust is absolutely crucial to be able to sell anything. Content marketing needs to develop trust, nurture the interest and only then get folks to convert #ContentChat #contentmarketing
— Shruti Deshpande 🇮🇳🇬🇧 (@shruti12d) November 15, 2022

And without trust, you can’t build relationships.

A1 Without trust, you can’t build relationships. People may/will hear what you have to say, but they won’t *listen*. They won’t connect. And they almost certainly won’t buy. They’ll remain an “audience,” not a “community.” #contentchat
— Martin Lieberman (@martinlieberman) November 14, 2022

Agreed. In a nutshell, trust is the difference between a community and an audience. And an audience is one and done, while a community stays with you (and your brand) over time.#ContentChat https://t.co/zYyEmnvF5p
— Erika Heald | Content Marketing Consultant (@SFerika) November 14, 2022

A1 What’s the point of saying anything if no one believes you? Who’s going to come back to a source they don’t trust? #ContentChat
— Dan Goldberg (@Jonas419) November 14, 2022

When customers trust you, they will be honest with you and help you create a better experience for them.

A1: Trust fosters conversations. By building a brand community based on trust, you can personalize your products and services to your customers needs. Why? Bc they will be honest with you!#ContentChat
— Sweepsify 🎈 (@Sweepsify_) November 14, 2022

A community that trusts your brand is so much more likely to come to you directly when there is a product or service delivery issue, too, instead of just venting on social. Trust is critical for maintaining your reputation. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 14, 2022

Treat your community with respect to earn their trust. Take their questions and needs seriously, and help them overcome their challenges.

A1: Customers build trust by answering specific questions in their heads. Businesses build a different trust unique to their business.
Building trust means answering those questions and proving that you take them seriously.
It’s key for moving customers up the decision funnel
— Vahag Aydinyan (@vahaging) November 14, 2022

Trust is easily broken. Be genuine. Stay consistent. And use content to prove that you are trustworthy.

And just as trust takes longer to build it can be broken quickly. So the key is to be genuine, persistent and helpful all the way #Contentchat
— Shruti Deshpande 🇮🇳🇬🇧 (@shruti12d) November 14, 2022

Q2: What type of content can help you to earn and nurture your community’s trust?

November 7, 2022 Content Chat Recap: How to Use Surveys to Fuel Your Content Marketing Strategy

November 10, 2022 by Alek Irvin Leave a Comment

One survey can give your marketing team enough information to plan a year’s worth of content—do you want to learn how?

In this #ContentChat recap, Michele Linn (@MicheleLinn), founder of Mantis Research, and the community discuss how to use surveys to fuel your content marketing strategy. Read the full recap below to learn:

Why survey-based research is valuable for marketing teams
How to write questions that will help you tell stories
Ways to announce and repurpose your survey findings
Mistakes to avoid throughout your journey

Q1: Why do content marketing teams conduct and publish survey-based research? What are some examples of brands doing this well?

Survey-based research is valuable because it adds something new and meaningful to your industry’s conversation.

A1a. Survey-based research works well because you are answering your audience’s unanswered questions. By its very nature, you are adding something new and meaningful to your industry’s conversation. #ContentChat
— Michele Linn (@michelelinn) November 7, 2022

The work you did with the @CMIContent annual research projects are such fantastic examples of this, Michele. At the time when the term “content marketing” was new, it was SO helpful to have compelling data to help us make the case for investment.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 7, 2022

A1a: Survey-based research can be very powerful for storytelling because it provides a snapshot of real human experiences and feelings. It helps for creating timely content and reinforces the importance of certain topics/potential content angles. #ContentChat
— Alek Irvin (@AlekIrvin) November 7, 2022

And there are business benefits of conducting survey-based research: it can improve your brand awareness and authority, generate new subscribers and leads, and ultimately boost your revenue.

A1b. Publishing survey-based research can help you with so many of your marketing & business goals:
– Brand awareness
– Brand authority/thought leadership
– Backlinks/SEO rankings
– Email subscribers
– Leads
– Even revenue 🙂 #ContentChat
— Michele Linn (@michelelinn) November 7, 2022

Your research can be used to engage thought leaders and potential partners.

It gives you a great reason to reach out to industry thought leaders, potential partners, and past/current customers, too. Nothing like sending an email with the gift of useful research inside!#ContentChat https://t.co/66iMRQ80iH
— Erika Heald | Content Marketing Consultant (@SFerika) November 7, 2022

Independent research is great for earning backlinks, which strengthens your SEO.

A1. Brand positioning and immaculate SEO power. Independent research is some of the most linked-to content out there #ContentChat
— Chris Tweten 🍁 | SaaS SEO (@ctwtn) November 7, 2022

I second this. I know I am always looking for compelling research and recent survey data to back up key points in everything I write.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 7, 2022

+1 on the value of backlinks. A few of my clients get media mentions from high-reach outlets for more than a year after they publish their research. #ContentChat
— Alek Irvin (@AlekIrvin) November 7, 2022

Surveys can also fuel your content strategy.

A1c. One of my favorite reasons to conduct research: One study can give you a year’s worth of content. A wonderful way to tell a connected story + fill your editorial calendar. #ContentChat
— Michele Linn (@michelelinn) November 7, 2022

Exactly that. But also: It’s not just content, it’s *credible* content, backed by research. Not just your opinion, but opinion that can be backed up by others’ opinions. #contentchat
— Martin Lieberman (@martinlieberman) November 7, 2022

YES! This is so important. We recently wrote a piece for a client where we are citing and quoting a number of stats from recent research that supports their mission and POV. Takes it from opinion to fact.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 7, 2022

A1: It provides valuable industry insights—which is useful both for the company’s own understanding, and for their audience. Bc of the latter, it fuels high-value content that gains links and builds thought leadership. #ContentChat
— Kristen Hicks (@atxcopywriter) November 7, 2022

Absolutely! The biggest mistake is to invest all that effort and $ in research and not make the most of it. #ContentChat https://t.co/joH73Zx7tV
— Carmen Hill (@carmenhill) November 7, 2022

A lesser-known benefit of original research: It energizes your team.

A1d. One unexpected benefit I’ve seen with original research: it energizes teams. There is nothing like brainstorming questions that people want answered and then finding out what people actually think. #ContentChat
— Michele Linn (@michelelinn) November 7, 2022

What brands publish great survey-based research? The community shares our favorites below.

A1e. Check out PWC’s annual CEO study. A great example of how to present research for multiple audiences in multiple formats (e.g. interactive charts, audio, etc.): https://t.co/EV8dS3IndM #ContentChat
— Michele Linn (@michelelinn) November 7, 2022

A1f. Another great example: StackOverflow’s annual developer study: https://t.co/9TWUgU3ui9 #ContentChat
— Michele Linn (@michelelinn) November 7, 2022

A1b: I think that @salesforce, @CMIContent, and @HubSpot effectively use survey-based research as part of their #contentmarketing strategies. #ContentChat
— Alek Irvin (@AlekIrvin) November 7, 2022

In addition to those, I love the work @McKinsey is doing on the future of work, and @pewresearch has been publishing on global internet usage and COVID-related topics.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 7, 2022

A1: I like how @YouGov handles content marketing. They leave the interpretation open to the audience and explain how the survey was conducted every time.#ContentChat
— Sweepsify (@Sweepsify_) November 7, 2022

Q2: How do I get people to respond to my survey? Should I use an incentive?

October 24, 2022 Content Chat Recap: What It Takes to Create A Successful Thought Leadership Program

October 31, 2022 by Alek Irvin Leave a Comment

A brand thought leadership program can be a great way to organize your content pillars and activate subject matter experts to engage your ideal communities. Building a successful thought leadership program, however, is a uniquely challenging task—and it starts with finding and differentiating your thought leaders.

In this #ContentChat recap, we help you learn how to build a thought leadership program, with a focus on getting things started and measuring your results. Read the full recap below to learn:

How to choose a brand thought leader
Thought leadership activities for getting started
Common mistakes to avoid as a thought leader

Q1: Let’s start with a common definition: What is thought leadership from a content marketing perspective?

From a content marketing perspective, thought leadership content is created by or with a subject matter expert who has a unique perspective and experience to share on a topic. Not all content is thought leadership content—you need an actual expert to share their insights for it to count as thought leadership.

A1a: Thought leadership content is created by or with a subject matter expert who has a unique perspective and experience to share on a topic. #ContentChat https://t.co/PC7C16HVY0
— Erika Heald | Content Marketing Consultant (@SFerika) October 24, 2022

A1b: Ghostwritten content that doesn’t have any actual insights from the person whose name goes on it is just content—not thought leadership. #ContentChat pic.twitter.com/PVeErAMlvy
— Erika Heald | Content Marketing Consultant (@SFerika) October 24, 2022

Thought leadership should spark new ideas, examine trends, and advance conversations happening in your industry, which makes it ideal for the earliest stage of your buyer’s journey.

A1: “Thought leadership” content is at the earliest stage of your buyer’s journey. Built to bring people into the funnel by addressing top trends in your market/space/industry. #Contentchat https://t.co/7d5z4v5olZ
— Amy Higgins (@amywhiggins) October 24, 2022

A1: The ability to integrate content it all its forms into an omnichannel customer experience = Content mastery
Thought leadership = identifying what brands should be doing now to adapt to the coming content strategy trends.#ContentChat
— Sweepsify (@Sweepsify_) October 24, 2022

IMO you can deliver though leadership in almost any area/industry. What matters is that you pay attention to trends, changing cultural norms, how ppl express themselves through design & art…#ContentChat
— Sweepsify (@Sweepsify_) October 24, 2022

Create thought leadership content using experts both inside and outside of your business.

Ab: I also think thought leadership content SHOULD come from both inside and outside experts of your business #ContentChat
— Amy Higgins (@amywhiggins) October 24, 2022

Anyone can be a thought leader—in Q2 we’ll explore what qualities make for a great thought leader.

One type of thought leadership I think of is Paradigmatic Thought Leadership, which becomes a new filter through which people see the world, in a manner that leads to new value creation, behavior change, and so on. Also, Informed Opinion Thought Leadership. #ContentChat A1a
— Carlos Abler (@Carlos_Abler) October 24, 2022

Or perhaps it’s a hybrid genre of Thought Leader Fiction.
As an aside, ghost writing also has nothing to do with ancestral practice or relations with the disembodied.
Or does it? A1b #ContentChat
— Carlos Abler (@Carlos_Abler) October 24, 2022

So, say a hopesmith with a unique take on how to live a hopeful and joyfilled life?
Or a faith-based vlogger that sees things in a simple way?#ContentChat
— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) October 24, 2022

Q2: Who should or shouldn’t serve as a brand thought leader? What qualities make for a great brand thought leader?

October 17, 2022 Content Chat Recap: How Content Marketers Can Set a Better Writing Foundation

October 19, 2022 by Alek Irvin Leave a Comment

The time it takes to finish a writing project depends on multiple factors that are completely within our control. Too often, writers fail to do the necessary preparation work—eagerly opting to begin writing without researching their topic, outlining their thoughts, or gaining client approval—or we let common distractors stop us from creating great content. When we commit to overcoming these challenges, though, we can consistently create incredible work easier than we ever thought possible.

In this #ContentChat recap we explain how content marketers can set a better writing foundation with Anne Janzer (@AnneJanzer), an award-winning author, nonfiction writing coach, and marketing practitioner.

Learn more about Anne’s The Writer’s Process and The Writer’s Process Workbook, and read the full recap below to learn:

How to find inspiration for your writing
Ways to efficiently review your content
Tips for strengthening your writing skills

Q1: What does your writer’s process look like?

The community shares their writer’s processes below. Most of us start a new writing project by conducting research, outlining our content, and freewriting to get our initial thoughts down. Then we start writing the ugly first draft, conduct more research to fill in gaps, and finally conduct a full review.

A1: My personal process has multiple parts:
Freewriting
Research (as needed)
Outline/structure notes
Ugly first draft
Revise
Polish and publish
If I lump them together or skip one, I regret it. #ContentChat
— Anne Janzer (@AnneJanzer) October 17, 2022

A1: The simplified version:
– Topic ideation/agreement (for a client piece)
– Keyword research to inform structure/understand intent
– Outline
– Draft
– Edits
TL:DR; Never start with a blank page! #ContentChat
— Maddy Osman (French) (@MaddyOsman) October 17, 2022

A1a: For my book, I started with a rough outline, starting with the sections, then the chapters I knew I wanted to include. I sort of jumped around a lot while I was writing depending on where my mind was at. #ContentChat
— Andi Robinson (@hijinxmarketing) October 17, 2022

A1b: From a physical process perspective, I wrote on the weekends and breaks. And usually from a @McDonalds (with a large Diet Coke and cookies) or from another restaurant or similar location. #ContentChat
— Andi Robinson (@hijinxmarketing) October 17, 2022

A1c: When it comes to my blog posts, I usually have an idea or thought and just start writing. Sometimes on my phone, sometimes on my laptop. Usually in the evenings or on weekends. I don’t really have much of a standard process for blogs. #ContentChat
— Andi Robinson (@hijinxmarketing) October 17, 2022

A1: PHEW haha!
Observation (may include eavesdropping. Plz don’t judge. I have sharp ears)
Hypothesis
Research
Outline
Beat myself up over introductions
Writer, edit, rewrite
Publish #ContentChat
— Vuh-suun-dher-ah (She/Her) (@ThisDhara) October 17, 2022

A1: It starts with:
– Keyword research (to double check if it’s been awhile since I pulled the analytics reports).
then outlining, then drafts, then revisions, then adding visualizations, then proofread, then publish! 😊#ContentChat
— Sweepsify (@Sweepsify_) October 17, 2022

A1:
-Preliminary research
-Start sourcing SME
-Outline with headers, subheaders, bullets, and stats
-More research
-Write (body > conclusion > intro)
-Edit (my work is always v. messy prior to edits, a few rounds of edits polish it off and pull it together!)#ContentChat
— Dana Nicole | SaaS Writer + SEO (@dana_nic0le) October 17, 2022

A1: Writing process:
Write words.
Tell stories.
Make someone smile.
Sometimes all for me 😉
Not a whole lot of process involved. Write. That’s the key. #contentChat https://t.co/9ygg5M90WS
— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) October 17, 2022

A1: I’m not sure I have much of a “process” exactly but:
1. structure and format what I’m going to write mentally first.
2. let this sit and continue to think of sub topics of the main topic
3. write out my introduction then my subheadings
4. Edit as I go#ContentChat
— Benjamin Katz (@BKatz301) October 17, 2022

A1: My writer’s process can be a bit scattered:
– Research
– Create a rough outline w/ headers and subheads
– Build out body (starting with sections that I feel more prepared to discuss)
– More research to fill in gaps
– Tackle intro and conclusion
– Full review#ContentChat
— Alek Irvin (@AlekIrvin) October 17, 2022

Q2: Where do you find inspiration for your writing? Are there specific times, places, or activities that spark your inspiration?

October 10, 2022 Content Chat Recap: What It Takes to Be a Content Entrepreneur [Creator Economy Benchmark Research]

October 17, 2022 by Alek Irvin Leave a Comment

More people are finding that part- or full-time content creation work gives them much-needed flexibility and independence, and many brands need this type of support. Being a content entrepreneur in any capacity can be an incredibly rewarding experience, but there are common challenges these writers face with reaching their communities and monetizing their work.

To help you assess if becoming a content entrepreneur is the right move for you and to set you up for success, in this #ContentChat recap we explain what it takes to be a content entrepreneur with Ann Gynn (@AnnGynn), a speaker, consultant, and principal at G Force Communication.

We share our own experiences and dig into The Tilt’s 2022 Creator Economy Benchmark Research, which surveyed more than 1,000 content creators to find out what motivates them and how to build a successful content business. Read the full recap below to learn:

The top channels for content creators to reach their communities
Solutions to common content creation challenges
The trends that will shape the future of how we work

Q1: What motivates someone to be a full-time content creator? How or why did they get into the field?

Per the research, independence and flexibility are top motivators for full-time creators. Part-time creators more commonly view content as a passion project or hobby.

A1a: Full-time creators are motivated by independence and flexibility. They like the ability to create their own schedule and not have to follow an employer’s demands and parameters. #ContentChat pic.twitter.com/oZVuh19Veg
— Ann Gynn (@anngynn) October 10, 2022

A1b: Part-timers are different. They usually start creating content as a hobby. It’s more of a passion project for them. Full-timers see content creation as a business, as a means to gain freedom. #ContentChat
— Ann Gynn (@anngynn) October 10, 2022

We operate in a world that didn’t exist 20 years. Thanks to the internet, people can build their own media companies. That’s really what a content business is. #ContentChat
— Ann Gynn (@anngynn) October 10, 2022

The community mirrors the research, adding that freelance writing work provides financial stability and gives us the opportunity to tell authentic stories and help people in their day-to-day—something many of us love to do.

A1a: I have a journalism degree, but when I graduated, there weren’t that many available jobs. So, I ended up having freelance writing as my extra work, while I had full-time marketing jobs. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 10, 2022

A1b: Today, my career is split about 50/50 between being paid as a content creator and doing content marketing consulting work. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 10, 2022

A1: I think it’s because we are all story tellers at heart. #contentchat
— Amy Higgins (@amywhiggins) October 10, 2022

A1: Overall, I enjoy teaching and hearing people’s stories. Digital marketing has expanded and I had to adapt, somewhat. #ContentChat
— Michelle Ngome 🇨🇲 (@MichelleNgome) October 10, 2022

Same! I think creators, as a whole, are pretty creative at adapting to find the right combo of work we love and paying the bills. 🙂#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 10, 2022

A1a: My background is in PR, but media relations and earned media have become incredibly difficult, especially since clients are typically hesitant to pursue paid engagements. And clients can be very controlling about how they want stories positioned… [continued] #ContentChat
— Alek Irvin (@AlekIrvin) October 10, 2022

A1b: Content, however, you can much better control your message and timing. And I genuinely enjoy thinking through the target reader’s needs and challenges and finding ways to genuinely help them in their day-to-day. #ContentChat
— Alek Irvin (@AlekIrvin) October 10, 2022

Q2: What are the top three channels content creators find to be most valuable for reaching their communities?