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.

November 26, 2018 Content Chat Recap: Best Practices for Using Social Media to Promote Your Content

December 3, 2018 by Alek Irvin Leave a Comment

Social media can give your content the exposure it needs to drive actual results for your company, but navigating the multitude of channels can be an extensive exercise in trial-and-error. In this #ContentChat, we were joined by Laura Roeder (@lkr), founder of Meet Edgar (@MeetEdgar), to discuss everything you need to know about using social media to promote your content.

Q1: What social media channels are the best for promoting written content?

The ideal channel will depend on your audience. Pay attention to the sites they use and how they like to consume content on those sites.

A1. It’s important to know your audience, no matter what content. Pay attention to what channels they like best. But overall without knowing your audience Twitter, LinkedIn and Facebook are great for written content. Pinterest too depending on your topic #ContentChat
— Laura Roeder (@lkr) November 26, 2018

A1: I think that “best social media channels” is a deeply subjective question… and it elicits the dreaded “it depends” answer. What works best for us is twitter and LinkedIn because our market actually sees them due to employee and partner sharing. #contentchat
— Maureen Jann (@SuperDeluxeMo) November 26, 2018

#contentchat A1
The channels you choose for promotion depends less on the type of media (written/graphic/video) and more on the audience. Where do your users spend their time? https://t.co/1HbccvVNhp
— K. (@KaylaNaab) November 26, 2018

A1: I think it depends on the type of written content we are talking about. Different audiences on different social platforms want different kinds of written content #ContentChat
— Alex Crump (@alcrump12) November 26, 2018

A1: As with most channels and content, it is best to know where your customers are, what channels they are using and then develop the content for them in that format/channel. Each channel will have it limitations so each needs a goal to be planned for differently #ContentChat
— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) November 26, 2018

Different companies will find their audiences react to content differently across channels.

A1: For us and most of our clients, Twitter is tops. For B2B, Linkedin is pretty strong as well. Facebook has gotten less and less important. Reddit is a slept on but smart place to promote written content depending on your industry. #contentchat
— CHARGE (@CHARGEgoforward) November 26, 2018

A1: Twitter and LinkedIn are great for us for promoting blog posts as they tend to be more educational/professional development in nature. FB is good for informational downloads as those tend to be more general public-facing. #contentchat
— Caitlin Kinser (@caitlinmarie89) November 26, 2018

It depends on where your audience is! We love LinkedIn, Twitter, and even Pinterest in some cases. Facebook is certainly falling off for most of our B2B clients. #contentchat
— Brafton (@Brafton) November 26, 2018

If you can, look at hard data to guide your strategy.

Yes! Tracking the performance of different content asset, formats, etc on each channel can give you great insight into what works. You can even just use a spreadsheet to track and see patterns. #contentchat
— SqueezeCMM (@SqueezeCMM) November 26, 2018

Facebook especially has changed in value over the years. As the algorithms change, video content and groups may be your best bet to reach new audiences. If you choose to develop a group, ensure it stays active by assigning a moderator that can keep engaging with the group.

A2b. With that being said, algorithms are changing now. Facebook especially, is prioritizing video content so you want to really focus on headlines and images in addition to great content. #ContentChat
— Laura Roeder (@lkr) November 26, 2018

I’ve found that using videos or infographics on Facebook that connect to/compliment the written content and can get attention to direct to the content on our site is a strong strategy. #contentchat
— Caitlin Kinser (@caitlinmarie89) November 26, 2018

Agreed on Facebook. there’s a place for it but it’s harder than ever to be seen organically, especially for written content! #contentchat
— Laura Roeder (@lkr) November 26, 2018

A1. I feel that Facebook’s changing algorithm has made it fruitless when it comes to promoting content organically. But groups earn good points when it comes to promoting content. Been hearing Pinterest is excellent for driving traffic and promoting content though. #ContentChat
— Masooma // Content Writer (@inkandcopy) November 26, 2018

Absolutely, you can make Facebook work if you study the algorithm. They LOVE videos these days! #contentchat
— Laura Roeder (@lkr) November 26, 2018

That’s been my ongoing advice for clients… if you want to use Facebook to reach your audience, build or participate in active communities. #contentchat
— Maureen Jann (@SuperDeluxeMo) November 26, 2018

Love Facebook groups! I think they’ve been a great solution to the decline in organic reach on Facebook. #ContentChat
— Laura Roeder (@lkr) November 26, 2018

Facebook groups are either too quiet or too noisy for me. Either nothing happening, or all the notifications all the time. I guess finding a stable balance is hard – especially if you want to grow a community. #contentchat
— David McGuire (@McGuireDavid) November 26, 2018

November 19, 2018 Content Chat Recap: Building an Effective Guest Blogging Program

November 25, 2018 by Alek Irvin Leave a Comment

Running a blog can quickly become resource intensive, especially if your team hasn’t first taken the proper planning steps. Scrambling to push out content, some teams may default to inviting guest bloggers to fill the content gap. While this can be a great idea, it’s not the best for every blog, and not every guest blogger is a fit for your brand.

In this #ContentChat, we explore how to tell when your blog is ready for guest bloggers, and how to approach the relationship.

As we gather for #ContentChat please introduce yourself and share your experience with guest blogging.
— Erika Heald | Content Strategy (@SFerika) November 19, 2018

Q1: When is a blog ready to start inviting guest bloggers to contribute?

Your team first needs to develop the objectives and goals for your blog before you can bring on guests (we explored how to start your planning in this content chat). Also, ensure you have an established brand voice to find contributors that complement this.

A1: Everyone hates this answer, but, it depends. Specifically, it depends on the objective and goals you have for your blog. For most of my/client blogs, I’ve waited until the site had a well-defined editorial voice before inviting guests. #ContentChat https://t.co/1IYNGsSS3I
— Erika Heald | Content Strategy (@SFerika) November 19, 2018

A1. Once you have a clear voice, message and direction for your blog. It’s important to really establish the mission of the blog before inviting others to contribute or else it feels all over the place! #contentchat
— MeetEdgar (@MeetEdgar) November 19, 2018

A1: A blog is ready for guest bloggers when it has defined it’s voice and brand so it knows what guests will be a fit.#ContentChat https://t.co/rtTxfMUqB1
— Kathryn Lang (@Kathrynclang) November 19, 2018

Double check your blog traffic to make sure that you are already meeting your goals and that there is a value for any guest contributors.

It definitely does. After all, have you really defined and honed your editorial voice if no one is engaging with your content? #ContentChat
— Erika Heald | Content Strategy (@SFerika) November 19, 2018

A1: I guess the answer really depends on the blog or site and what the goals are for that blog. Does it have a good following and how are they promoting of the blogs/content out to other channels? Plus, is the blog content of interest to others to want to contribute? #ContentChat
— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) November 19, 2018

A1b: However, we also need to look at it from the guest blogger’s POV. If you have a domain authority of 1, for example, what’s in it for the blogger? #ContentChat
— Erika Heald | Content Strategy (@SFerika) November 19, 2018

To make a long story short, Tod recaps it well:

Lessons learned on #ContentChat: A blog is ready for guest bloggers when it has:
(1) Defined Goals,
(2) Defined Audience,
(3) Defined Voice and POV, and
(4) Traffic that interests guests.
— Tod Cordill (@todcordill) November 19, 2018

November 12, 2018 Content Chat Recap: A User-Generated Content (UGC) Primer

November 18, 2018 by Alek Irvin Leave a Comment

User-generated content often lends authenticity to your brand and its messages, but there is a right and wrong way to approach UGC. In this #ContentChat, we were joined by Olga Egorsheva (@egolya) to weigh the pros, cons, and pitfalls of a UGC strategy.

Q1: What is user-generated content (UGC)?

UGC is anything your audience creates that showcases your brand, most often online (but it can be offline as well). Think everything from photos and videos to comments and reviews.

#UGC is any content created by everyday users. It doesn’t have to always be branded and often times works a lot better when it’s not.
All the photos and videos you post daily on #Instagram, #Facebook, #Youtube etc is all considered #usergeneratedcontent #ContentChat
— Olga Egorsheva (@egolya) November 12, 2018

A1: User-generated content is any piece of content that was created by users of a website or platform for the benefit of the user community and their needs. #ContentChat
— Patrick Delehanty (@MDigitalPatrick) November 12, 2018

A1) it’s content generated by consumers that marketers hope will provide positive consumer advocacy for the brand. #contentchat
— Jenn 💙💖⚪️💖💙 (@Renoe) November 12, 2018

A1: UGC is any content created and submitted by your audience, like blog comments, product reviews or testimonials, and more. #contentchat
— Brafton (@Brafton) November 12, 2018

A1 #UGC is when your brand’s fans create and share content that showcases your brand. This happens frequently through social media channels, but can happen offline as well. #contentchat
— Erika Heald | Content Strategy (@SFerika) November 12, 2018

A1. I would say that there are two types of user-generated content. The first is anything created by someone outside your organization that reflects on your brand. The second, which is more powerful, is content co-created with your users and the general public. #UGC #ContentChat https://t.co/ZrX2Ggm6iq
— David Simanoff (@dsimanoff) November 12, 2018

A1. UGC is content created by consumers/users. It’s anything from product photos shared from a buyer or reviews on Yelp or testimonials. It just has to come from the end user. #contentchat
— MeetEdgar (@MeetEdgar) November 12, 2018

November 5, 2018 Content Chat Recap: The Intersection of Design and Content

November 12, 2018 by Alek Irvin Leave a Comment

Great content can be made even better with great design, but the path to the perfect visual content is often times rough. In this week’s #ContentChat we were joined by Jeff Baker (@Baker_Rithms), director of marketing for Brafton, to discuss the intersection of design and content, and ways your team can ensure a harmonious relationship between the two.

Q1: Which comes first, the design concept or the content draft?

A baked design with filler text can easily lead you into trouble, but general guiding principles or themes are encouraged.

A1: I think it depends on what you mean by “concept”, meaning, if you create a mockup with filler text, not really knowing how long the content will be or what will be in it, you’re asking for trouble. Lots of it. #ContentChat
— Jeff Baker (@baker_rithms) November 5, 2018

A1: However, if we are talking about design “look and feel” concepts, the general layout, colors you will use, fonts, menus, footers, etc., then that’s fine. #ContentChat
— Jeff Baker (@baker_rithms) November 5, 2018

A1: It’s just when you have constrained your content to a to a container (your design) that you are going to run into a Frankenstein-looking page. #ContentChat
— Jeff Baker (@baker_rithms) November 5, 2018

a1 Wow – that’s a loaded starting question! Depends – if you’re working with a theme – you’re writing within the boundaries of the design. If you’re creating from scratch – content first, IMO. #contentchat
— Debi Norton (@BRAVOMedia1) November 5, 2018

Your team needs to first assess what will work best for your audience, using hard evidence or industry research where possible to guide you.

A1: It depends on the business and the audience. Design can totally inform the content you have and vice versa. If your audiences are visual, they’ll probably want a more interactive design, and if they are text oriented, they might want a more minimal design. (1/2) #ContentChat
— Patrick Delehanty (@MDigitalPatrick) November 5, 2018

A1: It really comes down to usability test, surveying your audience, and thorough industry research to understand what could come first. It really can go either way. (2/2) #ContentChat
— Patrick Delehanty (@MDigitalPatrick) November 5, 2018

Content is the safe place to start, because you should not sacrifice the quality of your content to fit design constraints.

A1: The content or narrative is typically the foundation for the design team. based on the story you want to tell, design can really bring it to life in amazing ways. But you need the words to be the foundation #contentchat
— Mike Goldberg (@HeavyMetalMG) November 5, 2018

A1. It varies based on the situation.
On the conversation I was having just on Saturday, I feel it tends to favor content. Understand what do you want to convey. From there, the design the experience to meet the needs. #ContentChat
— J. (yes just the letter) Nolfo-Content Manager 🦏 (@jnolfo) November 5, 2018

A1b: When I’m working as a consultant, I’m often working with a freelance designer after the content is written and approved. #ContentChat
— Erika Heald | Content Strategy (@SFerika) November 5, 2018

You can remove any guesswork by bringing your design and content teams in for a meeting to discuss the project, the goal, and initial ideas. This way your design and content can evolve with each other in mind, as opposed to being created in silos.

A1a: When I am in-house, I like to start any design-centric project with a joint meeting with the content team and the designer(s). I find we come up with much more engaging, thoughtful content that way. #ContentChat https://t.co/j5zUHqQ2nk
— Erika Heald | Content Strategy (@SFerika) November 5, 2018

A1: I always start off with what I’m looking to achieve and the goals – as a former designer, I always let the design content help form the content draft and many times they went hand in hand where I knew what the content would be and how the design would fit #ContentChat
— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) November 5, 2018

When you really get into trouble is when one person doesn’t communicate with the other, and they are forced into the box you shove them in. Kind of kills creativity, you know? #ContentChat
— Jeff Baker (@baker_rithms) November 5, 2018

In-house collaboration, where everyone is on the same page is such a beautiful thing to see 😍😍 #contentchat
— Brafton (@Brafton) November 5, 2018

And we all hate that awkward moment when your content team and design team are waiting for the other to make the first move.

A1. I hate those awkward moments when…
the designer wants the copy before beginning, and
the writer wants to know how much space they have to work with before starting. #ContentChat
— Tod Cordill (@todcordill) November 5, 2018

October 29, 2018 Content Chat Recap—Community Conversation: Keyword Research for Content Marketing Planning and Editorial Calendaring

November 5, 2018 by Alek Irvin Leave a Comment

Like the old saying goes, if a tree falls in the woods but nobody is around to hear it, does it make a sound? The same goes for your content. You can spend hours crafting content and publishing it, but if nobody is around to read it or find it, it is almost as though it never existed.

In this #ContentChat Community Conversation recap, we dive into ways to drive traffic to your posts through keyword research and keyword prioritization.

Q1: Ah, keywords. What’s the first step a content marketer should take when it comes to identifying their primary keywords?

All steps should bubble up to audience personas so that you understand who you are targeting and what they need, but there are a multitude of ways to get there.

A1: You need to start with personas for audience research so you can understand your audience needs, challenges, and how they measure success. #ContentChat
— Erika Heald | Content Strategy (@SFerika) October 29, 2018

A1: PERSONAS! Know who your customer is so that you can better understand how they search and what they are searching for. #contentchat
— Maureen Jann (@SuperDeluxeMo) October 29, 2018

A safe start is learning the language of your audience and crafting content that meets their needs. It’s important to put your corporate messaging or agenda aside to create what your audience actually wants to see (and how they want to see it).

A1: Keywords really depend on your audience. Who are you talking to & what are THEY talking about. When you get at least a high level understanding of this you can start building out your content keyword strategy. There are online tools that are helpful for this too. #contentchat https://t.co/rJk0pAkvlf
— Power Digital (@PwrDigMarketing) October 29, 2018

This is really important. The way YOU want to talk about your brand and product category isn’t necessarily how your customers talk about it. And unless you have lots of $$$ you aren’t going to change their way. #ContentChat https://t.co/XBKlWbrm2r
— Erika Heald | Content Strategy (@SFerika) October 29, 2018

Research research research! People will likely cite a lot of nuance, so I will go for User Intent. What are people searching for when they search a keyword? Blog posts? A way to buy? A video? A download? Finding the words that match what you’re providing is key. #ContentChat
— Rebekah Meyer (@RebekahLMeyer) October 29, 2018

I think every engagement we’ve had with a client has involved turning the spotlight away from what the client wants to show, and toward what the potential customer wants to see. Content, branding, digital, PR, events. Across the board. Keep the focus on their needs. #ContentChat
— Rebekah Meyer (@RebekahLMeyer) October 29, 2018

This is so important for others to realize. We are not our customer and the way we talk is different than the customer. Can’t tell you how many times I have heard “this is the way that I want to see it!” Totally misses the mark for the customer #ContentChat
— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) October 29, 2018

Right?? The worst cases of this involve customer stories. “Rewrite this to use more of our messaging” = missing the point entirely. #ContentChat
— Erika Heald | Content Strategy (@SFerika) October 29, 2018

You can also research what your competition is doing (and saying) to not only ensure you’re on the same playing field but to also identify markets that are untapped by current keywords.

A1b: Then once I understand where we can help, I start identifying what keywords my competition is gong after, how difficult they are to win, and where the gaps are that I can swoop in on. #ContentChat
— Erika Heald | Content Strategy (@SFerika) October 29, 2018

If you already have a piece ready to go, conduct a keyword search on your existing content to gauge if you’re on the right path.

A1. For us, it starts with the content. I’ll have a piece ready to go and will title/tag based on what’s actually in the post (ahem). Then, we may run some keyword searches to see if we’re in the right ballpark. #contentchat https://t.co/uuZCp2PBer
— allison ryder (@allisonryder) October 29, 2018

Often times, your search engine can point you to the right keywords, too.

A1: Stating the less obvious and often overlooked, verify what Google returns, format (local pack/knowledge or info box) for the keyword you THINK you want, AND THEN verify if Google thinks it’s informational, transactional, or navigational. #contentchat pic.twitter.com/DFYZghUB1M
— Kevin Mullett (@kmullett) October 29, 2018

A1: Keyword research first steps –
Think of the most relevant keywords and enter them into Google’s search bar. Note the search suggestions that show up as you type in. These will give you a good idea of what people search and consume. #contentchat
— Masooma // Content Writer (@inkandcopy) October 29, 2018

But you can’t rely on the same tactics year over year. Keep up with the latest trends with search engines—like voice search—so you don’t fall behind with the technology.

A1 #contentchat understand how search engines work. especially now as Voice search is growing they should embrace all the different ways people search for answers and how it impacts the technology to b implemented.
— Bruce Deschamps (@brucedesch) October 29, 2018

Yes! What I love about the rise of voice search is it is going to compel even the most stuffy of brands to start creting content in a less formal voice…because people aren’t using formal language when they ask their AIs for help. #ContentChat
— Erika Heald | Content Strategy (@SFerika) October 29, 2018

This is so huge! And it’s not just formal language- most of us grew up having to search in these weird mishmash phrases – Girls bike blue age 10 – instead of “my 10 year old daughter wants a blue bike.” With voice search, engines have had to catch up- REALLY quick! #ContentChat
— Rebekah Meyer (@RebekahLMeyer) October 29, 2018

Don’t ignore the value in your existing content and audience data to help show what is currently working.

A1 We usually recommend looking at what is bringing people in or what people are already searching for … using their language can really help! #contentchat
— SqueezeCMM (@SqueezeCMM) October 29, 2018

Yes- people miss this, but it tells you what Google already values your website for. Creating content on closely related topics gives you a WAY better chance of ranking, which is a great way to get buy-in and keep everyone motivated! #ContentChat
— Rebekah Meyer (@RebekahLMeyer) October 29, 2018

Good point. Your internal metrics can give you a great idea of what content is performing. And your search logs that show terms searched for and not foud are great ways to learn what content your customers need. #ContentChat
— Erika Heald | Content Strategy (@SFerika) October 29, 2018

By trying out the above options, you may realize you’re not the best voice for all conversations, and that’s OK. Your audience would rather you create content where you’re a relevant voice, versus you trying to be an expert in everything.

A1: Knowing your audience, what they’re interested in, and how they approach your blog helps. You also need to know yourself well & what sort of topics your brand can/should cover. Can’t be an expert on everything! This is a good beginning point to find KW gaps #contentchat
— Brafton (@Brafton) October 29, 2018

October 22, 2018 Content Chat Recap: B2B Blogging Tips

October 24, 2018 by Alek Irvin Leave a Comment

Blogs are a staple for many businesses, but B2B blogs can be a tough nut to crack at times. In this #ContentChat with Kapost’s Aubrey Harper (@Aubrey__Harper) we focus on common issues with B2B blogs, and how to ensure you set your content strategy off on the right foot.

Q1: Is blogging still a valuable strategy for #B2B companies to reach their customers and prospects?

Blogging is still incredibly important in the B2B world, and blogs provide multiple opportunities to build brand awareness, generate and nurture leads, and improve your customer experience.

A1: Although it’s not as easy to build a following through a blog today as it was a decade ago when it didn’t seem everyone had a blog, a blog is still a very powerful way for many businesses to engage with clients + prospects. #ContentChat
— Erika Heald | Content Strategy (@SFerika) October 22, 2018

A1: If you expect to build digital awareness, you need a blog to rank and guide educational interactions. Anecdotal evidence: the @Kapost blog is our largest driver of organic traffic and a huge contributor to open opps. #ContentChat https://t.co/2AeWBEAIye
— Aubrey Harper (@Aubrey__Harper) October 22, 2018

A1: I would think it would be even more important for those brands or websites that are static in nature. Great way to use to build awareness and have content that is constantly changing #ContentChat
— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) October 22, 2018

A1: Absolutely! We definitely believe in blogging as a valuable strategy, not only to grab the awareness and interest of prospects, but it’s also a great way to become a trusted resource center for your industry’s relevant topics. #contentchat
— Brafton (@Brafton) October 22, 2018

A1. ABSOLUTELY! Blogging is still a huge traffic and revenue driver for #B2B companies. It helps with SEO, thought leadership and lead generation. #ContentChat
— MeetEdgar (@MeetEdgar) October 22, 2018

A1 #contentchat blogging is a way to answer your audience intent in a very valuable manner by sharing your deep know of your industry to educate, inform, inspire and support your prospects and customers in making the right choice for their businesses.
— Bruce Deschamps (@brucedesch) October 22, 2018

A1 #ContentChat – absolutely blogging is still valuable for B2B companies, and following up on below, our still-young https://t.co/T8jVE6vs8J blog caught up to its 10yo sister site https://t.co/TcFfJGM29g‘s traffic numbers within a year of launch. https://t.co/GAXq7nUHIh
— Laura Pevehouse (@LPVhouse) October 22, 2018

The fact that blogging allows you to put your company’s brand personality and corporate values front and center is so helpful as more #B2B decisions-makers are making purchases based on culture fit. #ContentChat
— Erika Heald | Content Strategy (@SFerika) October 22, 2018

That said, blogs must have a purpose and overarching strategy that each post points toward.

A1. This is a good question, and it depends on the purpose of the B2B blog. Is it just inbound marketing? That might not be a good use of time. Is it educating future customers? That’s good — it can accelerate the sales cycle. Does it build your brand? That’s ideal! #ContentChat https://t.co/IxSQpF15Jq
— David Simanoff (@dsimanoff) October 22, 2018

A1 I think some blogging is dead, or should be. There are enough generic, evergreen “advice” posts out there. Instead of just CONTENT, what are your posts adding to the CONVERSATION? #contentchat
— Martin Lieberman (@martinlieberman) October 22, 2018

I think the idea of having a viral blog based on one run-away blog post is dead though. Blogs are no longer the Internet equivalent of a novelty act. #ContentChat
— Erika Heald | Content Strategy (@SFerika) October 22, 2018