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

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

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

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

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

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

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

— John Cloonan (@johncloonan) September 21, 2020

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

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

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

— Shruti Deshpande (@shruti12d) September 21, 2020

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

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

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

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

— Dan Goldberg (@Jonas419) September 21, 2020

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

— WriterGirl (@WriterGirlAssoc) September 21, 2020

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

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

— Derek Pillie (@derekpillie) September 21, 2020

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

— Derek Pillie (@derekpillie) September 21, 2020

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

— Dina 🌿 (@dinasostarec) September 21, 2020

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

— WriterGirl (@WriterGirlAssoc) September 21, 2020

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

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

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

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

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

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

— David Berkowitz (@dberkowitz) September 14, 2020

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

— Visme (@VismeApp) September 14, 2020

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

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

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

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

— Shruti Deshpande (@shruti12d) September 14, 2020

Strengthened thought leadership…

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

— sierrasummers (@SierraSummers) September 14, 2020

Opportunities for customer or partner testimonials…

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

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

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

— David Berkowitz (@dberkowitz) September 14, 2020

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

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

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

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

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

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

— Tallwave (@Tallwave) September 14, 2020

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

— sierrasummers (@SierraSummers) September 14, 2020

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

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

— Derek Pillie (@derekpillie) September 14, 2020

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

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

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

Effective marketing is almost never a one-and-done deal, instead relying on a series of activities targeted at the right time, channel, and audience to gradually help your marketing team achieve your goals. This intricate process requires a calculated approach, meaning that your team’s planning (or lack thereof) will directly impact your likelihood of success.

In this #ContentChat, we are joined by Bill Skowronski (@BillSkowronski), director of marketing and business development at Idea Marketing Group, to learn about the essential elements of a successful content marketing plan and how to set your marketing team up for sustained success. Read the full conversation below, where we discuss the best practices for creating a marketing plan, ways to identify and understand your target audience, how to differentiate your brand messaging, and more.

Q1: How often does your team have content marketing planning discussions?

Content marketing planning discussions should happen at least quarterly, with monthly or weekly meetings to discuss specific activities or campaigns, review KPIs, and adjust course as necessary. The goal is to find a cadence that keeps your team aligned and able to pivot without deterring from their ability to actually execute on your plan.

A1: We have higher level strategy meetings less often (when we onboard clients and quarterly thereafter) with tactical campaign check-ins (often weekly) more often internally and for clients.
Both keep us accountable and in the loop. The key is to be adaptable. #contentchat

— Bill Skowronski (@BillSkowronski) August 31, 2020

It’s so important to set objectives upfront and continue the planning process over time, with those weekly check-ins to course-correct as needed. #ContentChat https://t.co/iouDoV0UB5

— Erika Heald | Content Marketing Expert (@SFerika) August 31, 2020

As an outsourced agency, we typically meet with each client monthly for this purpose (and to review analytics). Sometimes more often, depending on their business. #ContentChat https://t.co/eCXNWVcQvX

— Shane Shaps (@520eastbrands) August 31, 2020

A1: I like @BillSkowronski‘s answer. Only thing I would add is that you should plan for when makes sense for your benchmarks/campaigns. I’ve seen planning done on a weekly basis and I’ve seen it done on a yearly basis, and it worked for both. Go with what works. 🙂 #ContentChat

— Derek Pillie (@derekpillie) August 31, 2020

A1: We have them every quarter to discuss funding/ideas/plans/etc, and then smaller ones once a month on results/suggested adjustments/etc#contentchat https://t.co/zjt1JKSkfk

— Charlie Appel Agency (@ColfaxInsurance) August 31, 2020

A1: Never as much as you would like –> cause it is often the first thing to get pushed off when there are other priorities. Definitely should happen atleast quarterly but should be more frequent than that. #ContentChat https://t.co/XkfYUe60gH

— Megan┃Freelance Digital Strategist (@thedataoutlier) August 31, 2020

A1: Before going solo, we had weekly team meetings to go over roadblocks, upcoming work, etc. The higher ups had less frequent strategy meetings. #contentchat

— Jason Webb (@JasonLWebb) August 31, 2020

A1: We seem to revisit the planning discussion with every content asset we create: we assess tagging, strategic fit, audience fit, evergreen-ness, etc. I recommend it! #ContentChat

— Ed Alexander (@fanfoundry) August 31, 2020

[Read more…] about August 31, 2020 Content Chat Recap: How To Create A Foundation For Sustained Marketing Success

A company’s customers, employees, and partners can all serve as advocates of the brand, but how do you identify and best work with these potential brand champions?

In this #ContentChat we discuss how to empower and co-create content with your brand advocates. Read the full recap below, where we discuss the value of brand advocates for content marketing, ways that brands can partner with their advocates on content, and some of the biggest hurdles (and solutions) when running a brand advocacy program.

Q1: What brands do you regularly recommend to others and advocate for and why?

The community shared why they advocate for their favorite brands below. Thinking through this can help you better understand the reasons why your company audience may/may not want to advocate for your brand. Some reasons our community champions brands include: top functionalities, personalized support, ease of use, best-in-class onboarding, inventive business models, and more.

A1a: I’ve been a long-time customer and advocate for @SproutSocial because their platform has the best reporting and 1:1 conversation insights of any platform I’ve used over the years. #ContentChat https://t.co/EG94ZU1otA

— Erika Heald | Content Marketing Expert (@SFerika) August 24, 2020

A1b: I’m a frequent promoter of @canva because I love how they enable brands to control their visual identity while empowering the social and content teams to create compelling visuals at the speed of doing business. #ContentChat pic.twitter.com/gJuQcqL08P

— Erika Heald | Content Marketing Expert (@SFerika) August 24, 2020

A1: Some brands I recommend and why…@airtable – amazing onboarding and great product@VenetianVegas – absolutely stunningly beautiful emails@RightRelevance – providing great, accessible product people need@Canva – amazing, effective tool#ContentChat

— Derek Pillie (@derekpillie) August 24, 2020

A1: Any brand I’ve had a great experience with (easy to use/above and beyond customer service/great quality) I’ll suggest to friends/family/colleagues
HP software, local restaurants, and Chevy brand vehicles come to mind – Alyx #contentchat https://t.co/y0EFhXDPE5

— Charlie Appel Agency (@ColfaxInsurance) August 24, 2020

A1a: Not related to work, but I found a new one recently, actually. @blueland has a whole new approach for getting cleaning supplies and are way eco-friendly. Also, @CoopHomeGoods makes pillows that I adore. #contentchat

— Jason Webb (@JasonLWebb) August 24, 2020

A1: I will always sing the praises of a business that makes my life easier or provides extra value. I’m constantly recommending @canva to my friends running their own socials who need graphics. @Youper_ai for general clarity & goal setting/mood tracking. #ContentChat

— Rachel Wendte (@rkwendte) August 24, 2020

A1: Brands killing it ➡️➡️
1️⃣ @chipotletweets making consumers fall in love with more than burritos.
2️⃣ @nasa space and social media need I say more?
3️⃣ @casper with their quick and witty GIFs. Because tweeting and mattresses. 🙌#ContentChat https://t.co/v6twPzrmaU

— Megan┃Freelance Digital Strategist (@thedataoutlier) August 24, 2020

I advocate for @rstudio and @anacondainc. They’re super community-driven and also supply their followers with so much knowledge. Also ALL my #DataFemme sponsors: @getchipbot @SisTechCon @bigidsecure @TDWI @SmallPlanetApps @GreenRope @plotlygraphs @tylertech #ContentChat https://t.co/PoBQV8Iziu

— DiKayo Data (@dikayodata) August 24, 2020

A1: I use @evernote @1Password a lot and find they just help simplify life – for taking and searching notes and 1Password for security and both were recommended to be by @rayray14 #ContentChat

— Gail Robertson-ChiefCuriosityOfficer (@GailNow) August 24, 2020

A1. McKinsey & Co is stellar. It releases an awful lot of free & strategic management content. Bear in mind this company bills out consultants at approx $400+ per hour. I try & read as much as possible. Harvard Business Review is another reputable brand people trust. #ContentChat

— Caroline (@CAZJAMES) August 24, 2020

[Read more…] about August 24, 2020 Content Chat Recap: How To Empower And Co-Create With Your Brand Advocates

Once you have a theme or topic for a new content project, a logical next question is “how should I package this so it best reaches my audience?” A key piece of this puzzle is your content length, and whether you need ample space to explore a topic or if you can communicate your point and provide value in shorter, more snackable pieces.

In this #ContentChat we discuss how to balance these content types and where shorter content should fit into your content marketing strategy. Read the full conversation below, where we answer “what is short-form content” (with examples), explain why short-form content is appropriate for any stage of the buyer’s journey, and share tips for repurposing short- and long-form content to best reach your audiences.

Q1: How do you define short-form content?

Per our poll, our community generally defines short-form content as anything less than 500 words, with some shortening that to 300 words or less. For video/audio/visual content, short-form should take one minute to consume.

And as a further deep dive into the length aspect of Q1, what word count = short content for you?

— Erika Heald | Content Marketing Expert (@SFerika) August 17, 2020

A1: Short-form content for me is content that is less than 500 words or a minute of video/audio/visual consumption that stands on its own. #ContentChat

— Erika Heald | Content Marketing Expert (@SFerika) August 17, 2020

A1: I always liked the term “snackable” content for short-form pieces. Something your audience can consume quickly, but still manages to get something out of it. Things that spring to mind: Tweets, short videos (<1 min), mini infographics… #ContentChat

— WriterGirl (@WriterGirlAssoc) August 17, 2020

Short-form content can include video or audio clips, social media captions, infographics, and more.

A1: I don’t know, but my *guess* would be recorded “sound bites” from expert spokespeople that can be shared/company tweets/an inspirational spokesperson or company quote that can be promoted across channels. Am looking forward to being enlightened on this one. #ContentChat

— Caroline (@CAZJAMES) August 17, 2020

A1: Quick, concise, and to the point.

More specifically, fewer than 150 characters and videos less than 15 seconds. #ContentChat https://t.co/pAd4eqtHwb

— Megan┃Freelance Digital Strategist (@thedataoutlier) August 17, 2020

Short content is like an Instagram or Linkedin caption. #contentchat

— Visme (@VismeApp) August 17, 2020

A1 Twitter. HA! #contentchat https://t.co/mjuwdvOXY5

— Shane Shaps (@520eastbrands) August 17, 2020

[Read more…] about August 17, 2020 Content Chat Recap: Where Does Shorter Content Fit Into Your Content Marketing Strategy?