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.

March 4, 2019 Content Chat Recap—Open Mic: What Are You Working On And How Can We Help

March 11, 2019 by Alek Irvin Leave a Comment

The first quarter of 2019 is almost over, and content marketing folks are wrapping up any projects for March and laying the foundation for Q2.

In this #ContentChat open mic, we channeled our collective resources to help with projects that individual community members are working on. Check out some of the broad topics below, and feel free to keep the conversation going if you can weigh in.

General resource—Using UTMs for Attribution

If you want to learn how to use UTMs to their full potential, check out the below resources from Erika and Tod!

A project I worked on last year with the folks @TrackMaven has just been released and I think #contentchat folks will find it to be helpful: https://t.co/9a4UaEfP6G #UTMs #marketingattribution
— Erika Heald | Content Strategy (@SFerika) March 4, 2019

#UTMs are so underutilized, particularly in measuring offline #marketing.
On my list was some long form content around this exact topic. Maybe I’ll just do short form and refer to you’re work, instead. 🙂 #ContentChat https://t.co/Tnh07GsjGt
— Tod Cordill (@todcordill) March 4, 2019

I know that there’s tools out there… but I’ve got a spreadsheet for leveraging #UTM parameters. Both Excel and Google Sheets versions. I like the Google version because it is easy to share with teams.
Let me know if you want to check it out. #ContentChat https://t.co/B1ECJ2jSgs
— Tod Cordill (@todcordill) March 4, 2019

I’d love your feedback! You can get both the Excel and Google sheets versions of my URL/UTM campaign builder here: https://t.co/x3Gow587gZ #contentchat https://t.co/SxCoh3DrvD
— Tod Cordill (@todcordill) March 4, 2019

How do you find “fresh” sources for stories?

HARO is an option, but the volume/quality of responses may be a hurdle, and you have to meet certain requirements to post.

One thing that I always need suggestions on is how to find “fresh” sources for stories. I tend to exhaust my network sometimes because I write so much. #contentchat
— Michelle Garrett (@PRisUs) March 4, 2019

I’m starting to work more with sources too, so am interested in answers! Right now, I’m turning some to the networking communities I’m in and that’s working well. HARO can pay off for some types of sources (legal and health care, for instance) #contentchat
— Kristen Hicks (@atxcopywriter) March 4, 2019

I used HARO frequently in the past, but I wasn’t psyched about the responses I received (too many, not on target, etc.) I’ve been seeing more folks asking their FB friends and sharing out that way (and have even responded that way) #ContentChat
— Erika Heald | Content Strategy (@SFerika) March 4, 2019

On that note, HARO won’t accept ALL queries…so when I need sources for some things, I can’t use it. )-:
— Michelle Garrett (@PRisUs) March 4, 2019

When you sign up for your account, they ask for your URL IIR, and for a specific Alexa ranking. #ContentChat
— Erika Heald | Content Strategy (@SFerika) March 4, 2019

Hmm yeah it is one of their requirements https://t.co/90bu97xUKY #ContentChat
— Erika Heald | Content Strategy (@SFerika) March 4, 2019

Facebook can be a great tool depending on your audience. Leverage relevant groups, or ask your Facebook friends (or LinkedIn connections) if they “know anyone who knows someone who” can help.

Hmmm….my personal FB wouldn’t be a good source, but maybe FB groups. #contentchat
— Michelle Garrett (@PRisUs) March 4, 2019

Especially if you position the ask as “do you know anyone who knows someone” or thereabouts. We all eventually know someone who knows someone… #ContentChat
— Erika Heald | Content Strategy (@SFerika) March 4, 2019

Michelle, are you in PR Divas? #ContentChat
— Erika Heald | Content Strategy (@SFerika) March 4, 2019

Universities are an often overlooked avenue. Check out Google Scholar to find relevant studies and reach out to the professors involved. Depending on how loyal your alma mater is, you can reach out to connections from your campus (this can include Facebook or LinkedIn groups for alumni or professors who may have someone they can link you to).

I’ve had success finding sources at universities. Sometimes contacting people or PR teams directly is more efficient than HARO. #contentchat
— Danielle Bullen Love (@daniellewriter) March 4, 2019

I search Google Scholar for relevant studies and reach out to the professors involved. Or I look for press releases on @newswise or @prnewswire. #contentchat
— Danielle Bullen Love (@daniellewriter) March 4, 2019

Should I pay to have interviews transcribed?

The community agrees that transcription services are worth the cost. Record your interviews so you can take notes without feeling pressure to write every word exactly, and use the transcript to revisit anything you may have missed.

Michelle, do you use transcription services or do it yourself? That’s the part I hate the most about source interviews, but I’m just coming around to the realizing that it’s probably worth paying to take it off my plate @PRisUs #contentchat
— Kristen Hicks (@atxcopywriter) March 4, 2019

It’s totally worth paying someone else to transcribe! +1 on https://t.co/E6YcCLQpvr. #contentchat
— Carmen Hill (@carmenhill) March 4, 2019

I usually record with Zoom then get a https://t.co/0Hwze0CkhJ transcript so I can take sketchy notes. #ContentChat
— Erika Heald | Content Strategy (@SFerika) March 4, 2019

I use Laureen Minnich at https://t.co/Jee1saMmqD, not https://t.co/b4VjBqvQCN per my previous (now deleted)tweet
— Marisa Reinoso (@marisareinoso) March 4, 2019

I did see someone recommend this site and say it was better quality than most automated ones, but I haven’t tried it yet: https://t.co/6VMJtJKks9 #contentchat
— Kristen Hicks (@atxcopywriter) March 4, 2019

Where should I explore guest post opportunities? Anyone want to cross-post?

Spin Sucks is one option (which Emilie just got a connection with), and we previously learned that Quora could be valuable for personal branding and to stand out from your competition.

One project I’m about to start on is finding a few opportunities for guest posts. Any suggestions? Anyone interested in working together on cross posting? (For anyone who doesn’t know me, the company I work for does printing – business cards, catalogs, banners, etc) #ContentChat
— Emilie Moreland (@writtenbyemilie) March 4, 2019

Definitely check out @SpinSucks as a potential place to pitch a guest blog post. #ContentChat
— Erika Heald | Content Strategy (@SFerika) March 4, 2019

Hey, Emilie! We’d love to hear from you if you have ideas for potential guest posts! Shoot our content director, @whit_danhauer, a DM and she can help you with next steps if you’re interested. pic.twitter.com/ypfZUb3tMs
— Spin Sucks (@SpinSucks) March 4, 2019

Does anyone have QA process examples?

Erika is going to follow up with David, but if you have any resources he can use, DM him!

Howdy, #contentchat community. Since you’re offering help: I’m training content reviewers in our QA process, and you use some fresh examples.
I’m especially after B2B pieces that:
– Make good/bad use of jargon
– Make good use of stats and data
– Have a strong sense of audience
— David McGuire (@McGuireDavid) March 4, 2019

February 25, 2019 Content Chat Recap: Time to Update Your LinkedIn Profile: Seven Areas to Revise to Better Market Yourself

March 4, 2019 by Alek Irvin Leave a Comment

LinkedIn is the essential business social platform, but its value is only as great as the effort you put into structuring and maintaining your profile.

In this #ContentChat, we cover the basic areas you need to revise on your LinkedIn to better market yourself, as well as tips for managing your time on the site.

Q1: Let’s take a look at your LinkedIn profile photo. Is the photo of you, and taken within the last 3 years? Would someone who had never met you be able to recognize you from your photo if they were meeting you at a cafe?

Review your photo and ensure people can recognize you. It’s your visual identity across the site and should accurately reflect you.

A1a: Your LinkedIn profile photo acts as your avatar across the site, showing up in search results, your connections’ news feed, and any comments you make. A great LinkedIn photo is one that shows off a little personality while still being professional. #ContentChat
— Erika Heald | Content Strategy (@SFerika) February 25, 2019

A1. My LinkedIn photo:
Smiling, so I’m recognizable? Check.
Gray hair? Mostly. Half a check.
Taken within 3 years? No. #contentchat
— Tod Cordill (@todcordill) February 25, 2019

My profile photo is a bit older than 3 years, but it still looks like me. Most people are able to recognize me from it. #contentchat
— Carmen Hill (@carmenhill) February 25, 2019

Ensure the photo is clear, does not have other people or their miscellaneous appendages in it, is of you (not a child or pet) and is free of any questionable settings.

A1b: A few things that should not appear in your photo:
A photo with additional people (or their appendages) in it
Photo of a child or pet
Inappropriate backgrounds, such as a bed, scantily clad people, etc. #ContentChat
— Erika Heald | Content Strategy (@SFerika) February 25, 2019

A1. It’s a new photo, and you’d recognize me in real life. It’s the same one that I use here on Twitter. I’ve seen LinkedIn photos where you can tell it was a group shot and the other people were cropped out. How hard is it to take a selfie? Just my 2¢. #ContentChat https://t.co/gdwI9Z0Jn0
— David Simanoff (@dsimanoff) February 25, 2019

Your photo is how people will be able to recognize you and connect with you in the real world (like at conferences). Having a misleading photo could impact the trust that people have in you.

a1 YES! For me this is a quarterly update and for exactly that reason. When I am speaking at a #conference or an #event I want people to be able to identify and connect with me. #contentchat pic.twitter.com/ssPKnWPMe3
— Dan Willis (@MLLNNLmotivator) February 25, 2019

A1.
Absolutely.
It’s so important to
have an updated headshot
for your LinkedIn, website, etc.
It creates a sense
of transparency + trust.
#ContentChat
— Bentley University (@bentleyu) February 25, 2019

If you need a new photo, check if your work is planning on taking photos for the team. If they aren’t, then suggest that they do.

A1. Yes, I would hope so! Mine was taken just this summer 😃 My company actually just had a “Picture Day” so everyone can update their email signatures and LinkedIn photos. It was a great social bonding event that benefited everyone in the company. #ContentChat
— hannahsulcov (@hannahsulcov) February 25, 2019

Once you’ve updated your picture, consider using it across channels to maintain consistency.

A1. Yup! The only difference is I am wearing a hat that in mine that I don’t wear anymore. It’s actually my Twitter profile picture as well. I do have people recognize me from this picture at conferences and what not. #ContentChat
— Patrick Delehanty (@MDigitalPatrick) February 25, 2019

February 11, 2019 Content Chat Recap: Creative Briefs 101: Why You Need to Use Them and What to Include

March 4, 2019 by Alek Irvin Leave a Comment

When it comes to creative projects, you’ll likely need all hands on deck with designers, copywriters, marketing and/or PR pros and more to orchestrate a successful launch. As should be expected, projects can quickly spiral with so many parties involve, especially if there is a lack of communication. One remedy for this is a creative brief, but how you approach a creative brief could make or break your project.

In this #ContentChat, we discuss cases where creative briefs are needed, what you should include, and other ways to troubleshoot the process and ensure a successful launch.

Q1: What are some drawbacks to using creative briefs? And what are situations wherein you wouldn’t use them?

Creative briefs can feel time intensive and rigid.

A1a: I remember being on the client side and feeling like the creative brief was unnecessary because so much of what we did as a brand was thoroughly documented and rigid. #ContentChat
— Erika Heald | Content Strategy (@SFerika) February 11, 2019

A1: for a long time I thought they were too rigid. They forced me to be too thoughtful about the topic. I was moving too fast to appreciate them. #ContentChat
— Maureen Jann (@SuperDeluxeMo) February 11, 2019

When people don’t see the value in creative briefs (or don’t understand what they are), they are more hesitant or refuse to fill them out. This causes delays and could require a different, less versed person to fill out the form, potentially sacrificing the end result of the project.

A1: I personally would have a hard time getting subject matter experts who request content to fill them out. I’d have to create them myself or have the manager of that client do so. #contentchat https://t.co/ZbI1886Fvs
— Jen Brass Jenkins (@chrliechaz) February 11, 2019

So it’s interesting that you say that. I actually do the filling out, not my clients for that EXACT reason. It’s much easier and it fulfills my control freak tendency. #contentchat
— Maureen Jann (@SuperDeluxeMo) February 11, 2019

For sure. I can translate an email the client has sent into a content brief as well and send it back as a summary. That helps them see what I’m doing from my viewpoint. #ContentChat
— Jen Brass Jenkins (@chrliechaz) February 11, 2019

A1: It’s amazing when not one SME has time to help you fill one out, but once it goes out for review, they are all there to say what’s missing. And usually CC the world. #ContentChat pic.twitter.com/gX1t3A4NPn
— Shawn Paul Wood (@ShawnPaulWood) February 11, 2019

A1: One of the biggest drawbacks of using a content brief is that not everyone, especially clients, know what it is. Another drawback is achieving laser focus on a single-minded idea or vision. #ContentChat
— Wayne Hendry (@ideakid88) February 11, 2019

Brevity is key, but often difficult to attain.

It’s very easy to end up with too much detail and over explanation (no one is going to read a 12-page creative brief!) #contentchat https://t.co/F37D7ONSQC
— Jennifer L. Dawson (@JLDContentQueen) February 11, 2019

A1: Marketing plans need to be comprehensive but you need to pull out the critical data for them to be used effectively. “Brief” is the operative term, give content marketers the info from the overall strategy development they need to contribute to its success. #contentchat
— Derek Pillie (@derekpillie) February 11, 2019

Depending on the scale of your project or familiarity of the team, the brief may not be worth the time investment.

A1b: Also, it can feel like it’s a waste of time to fill in a 2-page creative brief format, for example, for one-time use short copy, or for a recurring project. #ContentChat
— Erika Heald | Content Strategy (@SFerika) February 11, 2019

A1: In general, we used them for any project in which we needed elements for copy and creative – tied into a larger campaign or stand alone. For smaller one-offs or pick up creative, we wouldn’t be as dependent on them when we already knew the “what & how” #ContentChat
— Bernie Fussenegger ✌️the7️⃣ (@B2the7) February 11, 2019

A1. Depends on the scope & impact/cost of missing the mark. Big, complex project involving writer, designer, developer, etc. (not to mention client stakeholders) benefits from clear expectations agreed to in brief. Simple blog post? Maybe not worth it. #contentchat https://t.co/PRy5wAwBCP
— Carmen Hill (@carmenhill) February 11, 2019

A1] Use of creative briefs depends on your needs & familiarity with your team, agency & freelancers. One key benefit is to get everyone on the same page and state deliverables & deadlines #contentchat
— HeidiCohen (@heidicohen) February 11, 2019

February 4, 2019 Content Chat Recap: Making the Case for Likeable Content

February 8, 2019 by Alek Irvin Leave a Comment

Most marketing activities boil down to one purpose: building relationships. Without the trust, loyalty and familiarity of your audience, they are not likely to engage with your brand or your content. One way to build these relationships is to be likeable, but what does that mean and how can you become more likeable?

In this #ContentChat, we were joined by Dave Kerpen (@DaveKerpen) to learn how to create more likeable content to build relationships that last.

And please welcome today’s guest: @DaveKerpen is the co-founder of @LikeableMedia, @LikeableLocal & #BeLikeableDay & the NYT bestselling author of @LikeableBook: https://t.co/CivfDPGVYF #ContentChat
— Erika Heald | Content Strategy (@SFerika) February 4, 2019

Q1: What does it mean to be likeable, from a brand and content standpoint?

Likeable content is anything that your audience engages with, including through liking, commenting or sharing.

Being likeable as a brand means sharing content that YOU YOURSELF would click the Like button on, or Comment, or best yet, Share. https://t.co/uNaIsNODrg
— Dave Kerpen (@DaveKerpen) February 4, 2019

A1: a “Likeable” brand I believe is one that is sharing content that is worthy of engagement I hope most brands would be likeable in a positive way 🤗 Sharing useful content #ContentChat
— Sarah Clarke Biz 🇨🇦 (@sclarkeOville) February 4, 2019

A1: Being likeable as a brand and content means people feel enough emotion or connection to it that they will engage. That might mean liking, sharing, or commenting, or otherwise taking an action further than just an impression. #ContentChat
— Click Ctrl Marketing (@ClkContrl) February 4, 2019

A1. I think it means focusing on creating AMAZING content, rather than just pushing to get something out the door. If you don’t love what you’re creating, why are you creating it? Because odds are, your customers won’t love it either. #contentchat
— Ali Roth (@aliroth121) February 4, 2019

A likeable brand not only produces likeable content, but also engages with its audience and provides value through its content and services. This often involves humanizing the brand.

Being #Likeable means taking off your marketing cap and putting on your consumer cap. #contentchat
— Dave Kerpen (@DaveKerpen) February 4, 2019

Start with amazing, valuable content, for sure. But to be #likeable you must CONTINUE the conversation with your customers and prospects online! #contentchat
— Dave Kerpen (@DaveKerpen) February 4, 2019

A1. For me, it means being accessible, honest, transparent, and one that delivers. Some of my favorite brands solicit feedback, respond to it, engage with their community, and deliver content that serves purpose for those digesting it. #ContentChat
— Patrick Delehanty (@fulldelmonte) February 4, 2019

A1 #ContentChat Likeability all comes down to a #community recognizing the value in engaging with you! pic.twitter.com/y1p9WfJQtY
— Dan Willis (@MLLNNLmotivator) February 4, 2019

A1 It starts with showing interest in other people. When people feel liked, they’ll (often) reciprocate. #contentchat
— Martin Lieberman (@martinlieberman) February 4, 2019

A1. Hello #contentchat (ers). For me, the word that comes to mind is ‘relatable’. A brand has to be relatable and, for B2B, this often means finding a way to humanize it. pic.twitter.com/sJeEC522W3
— PathFactory (@pathfactory) February 4, 2019

A1. I see being likeable as being insanely helpful. Share great content that solves problems, treat your fans like actual people and talk to them like a human! #contentchat
— MeetEdgar (@MeetEdgar) February 4, 2019

A2: I think it’s often overlooked, but your local news stations consistently put out likeable content (even if the content isn’t something the audience wants to “like” – it keeps them informed). #ContentChat
— 🎙JMatt (@JMattMke) February 4, 2019

Be careful to not mistake controversial with likeable. Content can be shared or engaged with for a variety of negative reasons, which can hinder your chance of being a likeable brand.

A1: I would call it prioritizing (and achieving) creating a positive emotional association with your brand/content. Many brands succeed by being controversial or intelligent or challenging, but those can threaten that positive association. Not to say it can’t be done#ContentChat
— Rebekah Meyer (@RebekahLMeyer) February 4, 2019

January 28, 2019 Content Chat Recap—Community Conversation: Ethical Marketing

January 30, 2019 by Alek Irvin Leave a Comment

Professionals of all industries face ethical dilemmas in their day-to-day work, and marketers especially have a responsibility to ensure their actions do not mislead or mistreat their audiences.

In this #ContentChat community conversation, we go beyond legalities to explore what behaviors are unethical, and how you can navigate difficult situations so that your professional life does not conflict with your moral compass.

Q1: How important is it to you that you are ethical in your marketing?

The community unanimously agrees that acting ethically is their No. 1 priority. Trust is crucial in building relationships, and acting unethically can destroy the trust of customers and coworkers.

A1: Even before I became a consultant, my perspective is my business actions 100% reflect upon me as a person. And for that reason, I refuse to engage in unethical practices, even when directly told to do so by an employer or client. #ContentChat https://t.co/eVRG2zqMYc
— Erika Heald | Content Strategy (@SFerika) January 28, 2019

A1: Being ethical in marketing should be priority #1. This is just a part of building trust and a relationship with your customers #ContentChat
— Bernie Fussenegger ✌️the7️⃣ (@B2the7) January 28, 2019

A1. Very important. Your marketing is an extension of your brand and team. If you come across or are found as unethical, all of your efforts and reputation building suffers with it. Make sure that you are ethical and true to your brand / audiences with efforts. #ContentChat
— Patrick Delehanty (@MDigitalPatrick) January 28, 2019

A1: Being ethical should be a cornerstone of your marketing strategy. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) January 28, 2019

A1: Ethics are a #1 priority for me. From ensuring that my clients aren’t competing companies to citing sources, without ethics, we would be sunk. #ContentChat
— Maureen Jann (@SuperDeluxeMo) January 28, 2019

A1. I’m a conscientious marketer. It’s important to be to be ethical because it’s:
the right way to live life.
the only way I can sleep at night.
#ContentChat
— Tod Cordill (@todcordill) January 28, 2019

A1: Good marketing *is* ethical. Honesty and transparency are good for business (unless the business is sleazy to begin with) #ContentChat
— Kristen Hicks (@atxcopywriter) January 28, 2019

Q1: Marketing is, at its crux, about building relationships with customers. Holding yourself to high ethical standards is vital to building trust. #contentchat #smnite19 #pmswish
— gillianforclass (@gillianforclass) January 28, 2019

A1: Being ethical is an absolute necessity for your marketing strategy. Unethical practices completely undermine your brand’s authority, authenticity, and trust. Not to mention it leaves a bad taste in your team’s and your customers’ mouths. #ContentChat
— Brafton (@Brafton) January 28, 2019

January 14, 2019 Content Chat Recap: How to Enable Your Sales Team with Content

January 17, 2019 by Alek Irvin Leave a Comment

Content is crucial in enabling sales success. If your sales reps don’t have the right resources to engage with their leads at various stages of the sales cycle, or if your potential customers can’t find the information they need from your site, you may risk losing that lead to your competitor.

In this #ContentChat, we were joined by Pam Didner (@PamDidner) – who recently released a book on sales enablement – to dive into what sales enablement is, why it’s important, and how your content and sales teams can align to decrease sales cycles and increase close rates.

Shameless plug it is!! LOL. Check out the book on Amazon. https://t.co/FIuKf9Sx0N Effective Sales Enablement. How to better enable your sales team as a marketer. https://t.co/UwYc3E1UM4
— Pam Didner (@PamDidner) January 14, 2019

Q1: So Pam, tell us… What Is Sales Enablement?

Sales enablement involves equipping sales teams with the resources they need to work more efficiently and increase success rates.

A1 Traditionally #SalesEnablement is onboarding and training. I expanded the definition to: “Deliver a positive customer experience by equipping sales with knowledge, skills, processes and tools through cross-functional collaboration to increase sales productivity.” #ContentChat
— Pam Didner (@PamDidner) January 14, 2019

A1: Sales enablement is the act of enabling sales using tools of the trade… like #marketing #contentchat
— Maureen Jann (@SuperDeluxeMo) January 14, 2019

A1: Sales enablement is providing content and resources to help streamline the sales process and make it more effective. #ContentChat
— Patrick Delehanty (@MDigitalPatrick) January 14, 2019

A1 Sales enablement is making sales self-sufficient so they don’t disrupt their selling by running to marketing #contentchat
— Dan Goldberg (@Jonas419) January 14, 2019

I’ve used (and written) about this expanded definition of @SalesEnablement. It means:

1. Sales onboarding training
2. Providing and creating sales tools.

#1 is traditional, #2 was caused by digital tecnologies blurring the lines between sales and #marketing.
#ContentChat https://t.co/TsYoR2cnwf
— Tod Cordill (@todcordill) January 14, 2019

This increased sales efficiency should also lead to a better customer experience.

A1. When incorporated into a cohesive content strategy that spans the entire customer lifecycle, sales enablement content provides a more consistent storyline and value prop, and gives customers a better experience. #contentchat
— Carmen Hill (@carmenhill) January 14, 2019

The exact phrasing is up for debate, but the meaning stays the same.

A1: Anybody else dislike the word “enablement”? What about “sales empowerment” or “sales acceleration”? #contentchat
— Shelly Lucas (@pisarose) January 14, 2019

@pisarose: I like empowerment and acceleration. That’s what Marketers should do. Empower sales. I should have talked to you before I finalized my title. LOL. #ContentChat
— Pam Didner (@PamDidner) January 14, 2019

Or funnel greaser! #ContentChat
— Maureen Jann (@SuperDeluxeMo) January 14, 2019

I’ll take “sales enablement” over “funnel greaser” in a hot minute… #ContentChat
— Derek Pillie (@derekpillie) January 14, 2019

Or simply sales HELP? 😄 #contentchat

I agree that “enablement” is a fluffy (non) word.
— Judy Gombita (@jgombita) January 14, 2019

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