Search engine optimization (SEO) has consistently been an area of importance for marketing teams, given that a team’s SEO strategy can easily make or break the success of their content (and, over time, the business itself). The challenge is that SEO spans a range of diverse areas, and new features and algorithm changes regularly rewrite the rules of what makes a winning SEO strategy.

In this #ContentChat, we’re joined by Diana Richardson (@DianaRich013), social media and community manager at SEMrush, to explore the latest trends in SEO and discuss the best practices for using SEO to boost the success of your content marketing. Read the full recap below, where we explore the foundational elements of an SEO strategy, why SERP features are important for your content marketing, what SEO trends we expect in 2021, and more.

Q1: Why is SEO critical for the success of your content marketing efforts?

Content marketing and SEO go hand-in-hand. High-quality content can underperform if people are unable to find it, which is where SEO comes in.

A1: #contentchat They go hand in hand. 🤝Without SEO the information can’t reach the audience. But there should always be a plan. Just like you create content with a plan, your SEO efforts should align. https://t.co/micX1jFvkE

— Diana Richardson🍷 (@DianaRich013) November 16, 2020

A1: Creating high quality, useful content is a complete waste of money if no one ever reads it. And that’s where search engine optimization (SEO) comes in. SEO ensures you are creating content that uses the language that real people use when they search for content. #ContentChat https://t.co/u0VfHLlyBl

— Erika Heald | Content Marketing Expert (@SFerika) November 16, 2020

A1: Your content needs to be discovered in order for it to be successful. #ContentChat

— Brianne Fleming (@brianne2k) November 16, 2020

A1: Too many times the content is soo good, but so hard to find 🙁 it really shows how well you know your audience and how fast you can reach them. #ContentChat

— Jette-Mari Anni (@JetteAnni) November 16, 2020

A1. You are creating content that answers questions.

People HAVE questions.

SEO is the Tinder of match making these 2 people, the searcher with the creator.

Let’s match them up! #contentchat https://t.co/V1MrU3y4pr

— Rob & Kennedy 🦸 Email Marketing Heroes (@RobandKennedy) November 16, 2020

A1: The SEO channel is the best demand capture tactic you can have in your toolbox. If people are searching for what you sell, you’ll want to be front and center and only good content marketing will get you there.

And, the acquisition cost for SEO is zero. 👀 #ContentChat

— Keith M. (@SumoFondue) November 16, 2020

A1: SEO helps people find your brand, whether they know you or not. SEO makes sure the great content you create gets discovered. #contentchat

— Melanie Graham (@WriterGirlMel) November 16, 2020

And per our poll, most of our community plans to increase their SEO spending in 2021, further reinforcing the value of SEO.

Poll: #ContentChat In 2021, my team plans to invest in SEO…

— Erika Heald | Content Marketing Expert (@SFerika) November 16, 2020

[Read more…] about November 16, 2020 Content Chat Recap: Best Practices For Using SEO To Boost The Success Of Your Content Marketing

Most marketing teams use social media channels to build relationships with brand audiences, share company content, and stay ahead of the latest trends in the industry. But, many companies are misguided with their use of social media (read as: too self-promotional) and fail to drive meaningful results on the channels they invest in. To better understand how businesses can connect and engage with their audiences on social media, a content audit is necessary to objectively measure the success of past content and inform a more effective strategy moving forward.

In this #ContentChat, we discuss how to conduct a social media content audit to inform your social media strategy. Read the full recap below, where we explain the ways you can structure a social media audit, discuss which social media KPIs to track, trade tips on quick social media channel fixes that you can make, and more. If any of your questions are left unanswered, use the comment section below and we’ll help.

Q1: What is a social media content audit, and why do you need to do it?

A social media content audit is a process where you analyze a company’s social media channels in relation to the goals for each channel. This gives an idea of what content is working and ways that the team can improve its strategy given any current shortcomings.

A1a: A social media content audit is a process whereby you document the current state of a brand or individual’s social media channels and the content they contain and share, and benchmark their engagement against their peers. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) November 9, 2020

A1b: It’s important to conduct a social media audit to ensure you are presenting a consistent brand voice across the various channel profiles, and to understand what you are doing well and where you can improve. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) November 9, 2020

A1. A #socialmedia content audit means revisiting your content to check it is relevant, consistent with your brand, resonates with your audience’s needs and is in line with your #contentmarketing goals.#ContentChat

— Shruti Deshpande (@shruti12d) November 9, 2020

[Read more…] about November 9, 2020 Content Chat Recap: How To Conduct A Social Media Content Audit

Social media channels can be incredibly valuable for engaging with a brand’s audience, building relationships, and sharing company content, but these channels should not be used to simply promote content without any regard for each channel’s unique audience and their needs.

In this #ContentChat, we’re joined by Jason Schemmel (@JasonSchemmel), senior training and development specialist in social media for Amway, to discuss the best practices for content marketing on social media. Read the full recap below, where we share tips on how to plan and document a social media content strategy, ways to maintain a consistent voice across social media channels without sounding repetitive, tools to help better understand your audience, and more.

Q1: How do you plan and document your social media content strategy? Do you use an editorial calendar, post things ad-hoc, or some other approach?

An editorial calendar is recommended for planning the bulk of your social media content (one month at a time is sufficient), but you miss the “social” element if you just schedule posts and leave it at that. Posting in real-time and interacting with your audience enables you to more authentically interact with your community and develop those relationships.

A1) In the past, I’ve done a bit of everything. There’s benefits to having an editorial calendar to plan out postings, but that shouldn’t be your entire strategy.

Posting in real-time (ad-hoc) gives off a more personable vibe. It lets you react to trends quicker. #ContentChat pic.twitter.com/Lc33mYPCoN

— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020

A1b) Either way, you want to plan out your content at least a month out (if possible) regardless if you’re scheduling in a calendar or doing ad-hoc.

Always be prepared and always be prepared to shift your content if necessary. Social media changes so quickly!#ContentChat pic.twitter.com/0Oe7Uoa6SJ

— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020

A1c) Benefits of an editorial calendar -> Planning ahead, peace of mind, makes planned promotions in conjunction with ad campaigns easier.

Benefits of ad-hoc -> Allows you to keep up with trends, if breaking news happens in your industry you can post immediately.#ContentChat

— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020

Agreed. And you need real-time response to social listening too! #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020

A1 We have a content calendar, and most everything is planned in advance, with a mix of ad-hoc mixed in
-Alyx#contentchat

— Charlie Appel Agency (@ColfaxInsurance) October 26, 2020

A1) #contentchat In this day-n-age it’s an agile, flexible calendar. I’m such a planner, i like to plan out as much in advance, but ya know…cool things happen during the week that we want to share, so it’s a little of both

— Diana Richardson🍷 (@DianaRich013) October 26, 2020

A1: We’re working on having a better content calendar, but for now it’s a mix of both that leans more on ad-hoc. In the past, I’ve found a mix works best. You have to be able to respond to trending topics and headlines. #contentchat

— Melanie Graham (@WriterGirlMel) October 26, 2020

A1. It’s usually a mix of scheduled calendar content and ad-hoc. In 2020 things are moving quicker, so the scheduled content isn’t as far out as it used to be. #ContentChat

— Kevin Berry (@KBerryMS) October 26, 2020

I have a daily template of post types. Planned but random based on the day’s direction or trending topics.

— A Big Digital Hug (@digitalhugsmktg) October 26, 2020

When planning your social media content, ensure you have a solid mix of owned and third-party content that covers all of your company’s primary content pillars.

A1 #ContentChat I like to use a combination of an editorial calendar to make sure I’m sharing owned content, and a weekly social media plan that ensures I’ve got a solid mix of owned + 3rd party content, hitting primary content pillars, and keeping things varied.

— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020

Tools like Meet Edgar and Sprout Social can help keep your feed full of planned and evergreen content, or you can use something like an Excel/Google Sheets and Word/Google Docs to plan your content.

A1b #ContentChat Tools like @MeetEdgar make it really easy for me to make sure I’m having good variety when it comes to my evergreen content.

— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020

A1 We have separate Trello boards for blogs, social and events that all feed an integrated board #contentchat

— Dan Goldberg (@Jonas419) October 26, 2020

A1: A mix of a content calendar in Excel for overview, and a Word document where I can brainstorm content ideas and see how posts will look. #ContentChat https://t.co/RVHZRJG7Zb

— Anna Bassham (@annabassham) October 26, 2020

If you’re looking for a social media content calendar, Jessica shares hers here:

A1. I plan my blog posts in an editorial calendar with keywords and notes, but my social is less planned and more done on a day-to-day basis and week-to-week basis. The calendar I created for myself is available for download as well! #contentchat https://t.co/UVWgCcsatK

— Jessica Thiefels | Mindset + Marketing (@JThiefels) October 26, 2020

Adjust your strategy based on the success of your existing posts. Jason recommends having an archive of posts that performed well to serve as a model for what type of content the team should post.

Once you’ve got it out there, do you track what you put up and on what channels in any sort of an archive, or just in terms of reading analytics reports. I’ve often wondered if anyone has found value in keeping an internal archive of posts. #ContentChat

— Derek Pillie (@derekpillie) October 26, 2020

I keep an archive of posts that have performed well in terms of engagement & conversions. Keep those to see what worked well so we can insert a similar strategy into future posts.

Outside of that, it’s all analytics#ContentChat

— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020

That’s so helpful when you have new team members come on board. That way you can show them great examples of what works. Versus just strategy/theory without context. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020

A1: It’s according to the client, but generally we use an editorial calendar about 90 days at a time. We then look at the data and adjust. #ContentChat

— John Cloonan (@johncloonan) October 26, 2020

[Read more…] about October 26, 2020 Content Chat Recap: Best Practices for Content Marketing on Social Media

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