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.

July 29, 2019 Content Chat Recap: Building And Managing A Highly Effective Content Marketing Team

August 5, 2019 by Alek Irvin Leave a Comment

Whether it’s writing the latest company blog, analyzing the results of a recent email campaign, planning the next quarter of content, or identifying content gaps in the customer journey, a content marketer’s job is never truly done. But, there’s only so much time in the day, and when resources are spread thin, content marketers need to know how to establish priorities and make best use of the team at their disposal.

In this #ContentChat, we explored ways that content marketers can stay on top of their game by discussing what modern content marketing teams look like, best practices for building and managing a content team, and what we think the future holds for the function.

Q1: What size is your current full-time, in-house content marketing team?

The majority of respondents reported having a small team, most with one team member, and 2-4 team members as the next most common team size. Remember that this is just including full-time, in-house content marketing team members, which won’t include part-time or freelance workers (which we discuss later), or team members whose roles are divided across departments.

Q1: What size is your current full-time, in-house content marketing team? #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) July 29, 2019

A1: that would be one! Me! I’ve had as many as eight, though, in the past. #contentchat
— John Cloonan (@johncloonan) July 29, 2019

A1: We don’t have a full time team but the responsibilities are spread across a couple different teams #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) July 29, 2019

A1: Sitting at 2 – 4. Mainly it’s me, but I work with in house experts on various pieces for digital marketing and web development. I solicit feedback, write it, get their approval, and post. They then distribute on their various channels, as well as our branded. #ContentChat
— Patrick Delehanty (@MDigitalPatrick) July 29, 2019

A1. Wish I could say 1 FTE, but in reality that would be untrue. Being a micro-business, we get it in where we can fit it in.#oellc #contentchat
— Nerissa Marbury (@OneEpiphany) July 29, 2019

A1.
We have Devided roles of Content Writers
Such as,
Specific one for #socialmediamarketing
Another one for blogs and PR
Another one for Website content
And last one for guest content writing Jobs.#ContentChat
— ⚡ Vraj Shah 📸 (@vrajshahspeaks) July 29, 2019

A1
We have a large team! We each belong to different sub-teams and we all cover different areas! They include:
-digital marketing
-paid social media
-organic social media
-Magazine publications
-Creative services
-Content creation
-Etc.
We have 11+ people!#contentChat
— Bentley University (@bentleyu) July 29, 2019

July 15, 2019 Content Chat Recap: Founding and Managing an Effective Editorial Board

July 16, 2019 by Alek Irvin Leave a Comment

A 360° view of your company is essential to best identify and prioritize your company’s content needs, especially since each piece of content you create should be written with your audiences in mind and ladder back to your company goals. While your content planning and evaluation process can take place solely in the hands of your content team, that may not be the most efficient use of your resources.

Creating an editorial board is an effective way to join diverse perspectives and best map your content roadmap, but editorial boards come with a few considerations for those just starting or finding that their boards spiral over time.

In this #ContentChat, we explore what an editorial board is, who the members should be, and tips on how to enable your board to thrive.

Quick poll—who here is currently running or participating in an editorial board (or two)? #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) July 15, 2019

Q1: What is a content marketing editorial board, and do you have one?

A content marketing editorial board is composed of people across functions that create or use content. The board meets regularly to evaluate the success of past content, identify content needs and create a workflow for content creation.

A1: a content marketing editorial board is a cross-departmental group of people who create or use content and who come together on a regular schedule to discuss content needs and coordinate content creation and distribution. #ContentChat https://t.co/aYCvbStPb6
— Erika Heald | Marketing Consultant (@SFerika) July 15, 2019

A1: An editorial board in content marketing is a good tool to:
• Involve other departments in the strategy and ideation part
• Get alignment accross the organization#ContentChat
— ⓂⒶⓁⓉⒺ ⓁⒶⓃⒹⓌⒺⒽⓇ (@MalteLandwehr) July 15, 2019

A1: Having an editorial board pushes you to think strategically about your content marketing efforts. Your team can come together to discuss goals and needs, then plan upcoming content that will help you see increased ROI. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) July 15, 2019

A1: A content marketing editorial board plans and creates written content that reflects the company’s position/ideas and benefits other departments (i.e. sales). We do not use one, but our whole marketing team pitches in. #ContentChat
— Synthesio, an Ipsos company (@Synthesio) July 15, 2019

A #contentmarketing editorial board is a group of people who is behind the brands #contentwriting and marketing strategy.
Either it is website content to blogs to even #socialmediamarketing content.#ContentChat
— ⚡ Vraj Shah 📸 (@vrajshahspeaks) July 15, 2019

A1: We don’t necessarily have a formal editorial board, our content is usually created, executed, and distributed by our creative marketing team. With the support and help of other team members when needed! #contentchat
— Brafton (@Brafton) July 15, 2019

Editorial boards are more common for larger companies, but any business could benefit from having one (pending the resources are available). Boards can accelerate content ideation and creation, and also ensures cross-functional alignment on content needs and goals.

A1b: I’ve run several editorial boards for former employers and clients. I don’t currently have one for my own business, but I have thought about creating one. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) July 15, 2019

A1. A content marketing editorial board is a member board directly responsible for executing the content marketing plans of an organisation/biz. Since I’m a freelance writer, I don’t have one, but have worked with editorial members of different businesses. #contentchat
— Masooma | Content Writer (@inkandcopy) July 15, 2019

We didn’t call it an “editorial board” at the time, but I’ve worked with a group like that before. Was so important for getting buy-in. If people felt investment early on in what was being created, they’d be more likely to support it later. #contentchat
— Martin Lieberman (@martinlieberman) July 15, 2019

July 8, 2019 Content Chat Recap: Why Account-Based Marketing (ABM) + Content Should Be BFFs

July 10, 2019 by Alek Irvin Leave a Comment

The concept of account-based marketing (ABM) has gained traction in recent years, with companies finding great reward with hyper-personalized targeting efforts. This process, however, is a resource-intense activity, leaving many companies questioning if they should stick to casting a wide net hoping for success, or if it’s also worth chasing a smaller group of accounts with a greater commitment.

In this #ContentChat, Sierra Summers (@SierraSummers), demand generation and marketing operations consultant with Main Shark, joined us to discuss what makes ABM so valuable, when an account-based approach makes sense, how you can prove the ROI of your ABM efforts, and where content fits into the picture (hint: practically everywhere).

Q1: What is account-based marketing (ABM)? How does it compare to inbound marketing?

ABM takes your traditional marketing tactics and laser focuses them toward a very specific target audience or individual account.

A1a: Funny you ask – when I first started in marketing we called it “strategic” marketing. At the core it is taking applying your marketing programs/campaigns/tactics at a group of accounts/prospects. #contentchat
— sierrasummers (@SierraSummers) July 8, 2019

A1b – It is highly targeted and specific to the individual accounts. @Engagio defines it as “go-to-market strategy that coordinates personalized marketing and sales efforts to land and expand target accounts” #contentchat
— sierrasummers (@SierraSummers) July 8, 2019

A1c – the biggest difference is you aren’t boiling the ocean. It is not “if you build it they will come.” It is designing your messaging/programs/campaigns around a smaller subset of prospects. You are leveraging all angles to break into the account #contentchat
— sierrasummers (@SierraSummers) July 8, 2019

Any of your existing strategies and/or marketing collateral can be used in an ABM approach, but there will almost definitely be some personalization and fine-tuning to appeal to your target audience’s needs and preferences.

A1: Account-based marketing is targeting your marketing efforts to a select group of ideal clients, with tailored content reflecting their needs. Inbound marketing revolves around creating great content that speaks to your target audience overall. #contentchat
— Erika Heald | Marketing Consultant (@SFerika) July 8, 2019

Account Based Marketing is the process where sales and marketing team up to go after key accounts.
Instead of creating content for personas or roles you create or modify content for specific people at the target account.
#ContentChat #ABM #Marketing
— Tod Cordill (@todcordill) July 8, 2019

A1: For me, any marketing technique where you go after a specific prospect (account) is ABM. The perfect ABM will combine inbound and outbound marketing techniques. #ContentChat
— ⓂⒶⓁⓉⒺ ⓁⒶⓃⒹⓌⒺⒽⓇ (@MalteLandwehr) July 8, 2019

A1.
ABM – Highly targeted way to market your specific audience.
Mostly I will do this with Facebook pixel by adding user identity. I.e (profile link)
ABM is a part of Inbound I believe. #ContentChat
— ⚡ Vraj Shah (@vrajshahspeaks) July 8, 2019

A1: ABM is targeting a very specific people or account with relevant messages or content. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) July 8, 2019

Many marketers like Derek have used ABM principles without realizing it. Are you in that group?

All this time I was ABMing and I didn’t even know it (in my past life) #ContentChat
— Derek Pillie (@derekpillie) July 8, 2019

July 1, 2019 Content Chat Recap: The Modern Buyer’s Journey

July 8, 2019 by Alek Irvin Leave a Comment

In our data-driven age, companies can know more than they ever have about their customers. Marketers can create data-backed customer journey maps that identify the touchpoints at play in the buyer’s journey and the actions needed to effectively move customers down the funnel with unprecedented levels of efficiency.

Despite the potential of this bright, shiny and prosperous future, the reality of today’s customer journey is incredibly complicated and marketers are drowning in data.

Arm Treasure Data’s The State of the Customer Journey in 2019 report—which our host Erika Heald partnered on—found that sales cycles often last at least 2 months and can span upwards of 10 different touchpoints. And even though marketers can access more data, that does not mean they can effectively use this data.

Building on the report findings, the #ContentChat community joined to discuss the modern buyer’s journey, the hurdles we face in delivering the optimal customer experience, and how to address the issues with our current attribution strategy.

Check out the conversation below, and if you’re interested in hearing more on the report findings, listen to Erika and Tom Treanor of Arm Treasure Data discuss the report and answer questions on it in this webinar archive.

Q1: Do you have a documented customer journey that details the path to purchase for your ideal customers?

Nearly half of our Twitter respondents do not have a documented journey.

Q1: Do you have a documented customer journey that details the path to purchase for your ideal customers? #contentchat
— Erika Heald | Marketing Consultant (@SFerika) July 1, 2019

The respondents that do have documented customer journeys said that customer journey maps help them prioritize efforts that drive action from the customers.

A1: We have a customer funnel that allows them to go down a number of journeys on our backend that ultimately ends with them taking action based on serving them solutions to the problems. Things like events, memberships and webinars work best for us. #contentchat
— Youpreneur® (@youpreneur) July 1, 2019

Q1: Yes! Our team has mapped out the customer journey of our clients so we can best connect with them and increase sales. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) July 1, 2019

Those that don’t have documented customer journeys acknowledge they should build them.

A1: I work on mapping customer journeys for my clients, but for my consulting business, I haven’t gotten around to it yet. But it is on my to-do list. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) July 1, 2019

A1: I’m retweaking our sequences to get things going again. Long overdue. #contentchat
— Jennifer Navarrete (@epodcaster) July 1, 2019

A1: We should, to be frank(furter). But we haven’t. Why? I’m not sure. #ContentChat
— John Cloonan (@johncloonan) July 1, 2019

June 24, 2019 Content Chat Recap: Sustaining Community

July 1, 2019 by Alek Irvin Leave a Comment

Communities are prevalent in both personal and professional life for most people, providing a range of benefits for the members and any associated companies or organizations. The problem, though, is that communities are not self-sustaining, and organizers need the right strategy to keep the community thriving.

In this #ContentChat, our community joined to discuss the various communities they are part of, what makes these groups so great, and tips for keeping them afloat.

As we gather for #contentchat please introduce yourself and share if you are a community manager, a community member, or both.
— Erika Heald | Marketing Consultant (@SFerika) June 24, 2019

Q1: How do you define a community? What are the essential elements or characteristics?

Exact definitions can vary, but the general idea is that a community is a group of people who share a common interest or goal, and they come together online or in person to share ideas, engage with and support one another.

A1: Community is built upon sharing, engaging, supporting and providing value. When building your community, communicate, listen, engage, know your audience, be honest and don’t mislead, tell your story, focus on how you can help solve their problems. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) June 24, 2019

A1 A community is a group of people who come together because of shared interests, and speak WITH each other (not AT). #contentchat
— Martin Lieberman (@martinlieberman) June 24, 2019

A1: We define a community as a group of people that offer impactful information for others through listening, engaging and sharing beneficial info and finds. #ContentChat
— OnePitch (@onepitchsaas) June 24, 2019

A1.
A community is group of good people who are supportive, helping, kind, and grateful.
Help you grow and support in your each situation. #ContentChat
— ⚡ Vraj Shah 📸 (@vrajshahspeaks) June 24, 2019

A1: Community is a safe space where community members can ask questions, share learning & experience, offer help, network, create or bridge connections. Most importantly, it is also where members don’t over promote themselves or their business. #ContentChat
— Win Shi Wong (@winshiwong) June 24, 2019

A community: a group of people organized around a common interest, either IRL or online. #ContentChat
— John Cloonan (@johncloonan) June 24, 2019

A1] Agree #community is defined by shared interests. Further, this group is often self defining. Takes work to maintain. #contentchat
— HeidiCohen (@heidicohen) June 24, 2019

A1 What a great question! A community is a type of fellowship. Whether that’s with common goals, mindsets, ideals, or interests – the people of a community come together to express, communicate, and thrive together. #ContentChat https://t.co/oPSh5xRvtr
— Blais Enterprises (@BlaisEnterprise) June 24, 2019

A1: A community is a collection/gathering of like-minded folks who are interested in a topic/cause. It can be online or offline or a combination of both. Essential elements: Willingness to be a part of something bigger than yourself. #contentchat https://t.co/STfzXB5crl
— Jennifer Navarrete (@epodcaster) June 24, 2019

A1. A community, at its heart, is a group of people with a commonality. It can be where they live, what they do, what they like, what they believe, or some other dimension. #contentchat https://t.co/0vf3tZYfhS
— David Simanoff (@dsimanoff) June 24, 2019

A1: A community is a group of like-minded people who are typically brought together by a shared interest, cause, etc. For brands, it’s about finding the people who love and support what you do. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) June 24, 2019

A1. Community: a group of diverse individuals supporting a common goal. The community can occur IRL or on a digital platform. A common goal is the essential element with the basic characteristic of being supportive.#contentchat #oellc https://t.co/4ZQPB0SXs5
— Nerissa Marbury (@OneEpiphany) June 24, 2019

June 17, 2019 Content Chat Recap: 2019 Content Marketing Summer Reading Challenge

June 24, 2019 by Alek Irvin Leave a Comment

Building on the success of our 2018 Summer Reading Challenge, the #ContentChat community kicked off our 2019 Summer Reading Challenge by sharing the best books, blogs, podcasts, newsletters and more that keep us in-the-know on all things business and marketing.

Download our planner below and dive into the community’s suggestions, and comment if you have other suggestions for the community. What’s first on your list?

Q1: What is the most recent marketing, content marketing, or business book you read that we should all add to our Summer reading lists?

Check out these marketing relevant books.

A1b: On the marketing front, I’d suggest reading @PamDidner‘s latest book on marketing sales enablement. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) June 17, 2019

Reading F#ck Content Marketing—and yes, it’s a must read. It’s focusing on the content experience rather than the typical “we need to make content now!!” mindset. https://t.co/i3XYYocNa8 #ContentChat https://t.co/BBfZhwmVzp
— Jen Brass Jenkins (@chrliechaz) June 17, 2019

A1: You have to check out “The Creative Curve: How to Develop the Right Idea, at the Right Time” by @Allen! #ContentChat https://t.co/6iohS6DyNm
— 🎙JMatt (@JMattMke) June 17, 2019

A1. I’ve recently read Seth Godin’s This Is Marketing and recommend it to you all for its value-based approach to marketing. #ContentChat
— Masooma // Content Writer (@inkandcopy) June 17, 2019

A1: “Everybody writes” by Ann @annhandley #ContentChat
— LiveHelpNow (@LiveHelpNow) June 17, 2019

Read these to tune your business acumen.

A1: Right now, I’m reading my client’s book “The Drama-Free Workplace” and it’s definitely a great read for anyone who manages a team. #ContentChat https://t.co/gIqKUvLRO3
— Erika Heald | Marketing Consultant (@SFerika) June 17, 2019

A1.
Books by our Faculty!
📚Patricia Flynn: Redefining Success: Integrating Sustainability into Management Education
📚Mark Frydenberg: Technology for Success: Computer Concepts
📚Joni Seager: The Women’s Atlas
📚More here:https://t.co/m0nAc6KaNm #ContentChat
— Bentley University (@bentleyu) June 17, 2019

A1: “Designing Together” by Dan Brown. It’s a book about working in creative environments which shares collaborative & teamwork strategies. Still reading it! #ContentChat
— Christopher Thames (@christhames35) June 17, 2019

A1: I mentioned this last week, but it still applies. I’m currently reading Never Split the Difference: Negotiating as if Your Life Depended on It, by @VossNegotiation Written by a former FBI negotiator. So Good. #ContentChat
— Emilie Moreland (@writtenbyemilie) June 17, 2019

A1: Sorry I’m late to the party, but you all should try to grab @rorysutherland‘s Alchemy when you get a moment. It will stretch your brain a bit! 🙂 #ContentChat
— Derek Pillie (@derekpillie) June 17, 2019

A1 I recently finished a book called Sharpen Your Verbal Edge by Elizabeth MacDonald – it’s 101 tips to improve communication, both written and verbal. I enjoyed it.#ContentChat https://t.co/HdaXl0fWEH
— Krystal Blais 🤘🔮🔥🤘🏳️‍🌈 (@krystalblais) June 17, 2019

Oh, another one, though I’m sick of this titling trend, is the Subtle Art of Not Giving a F*ck. #ContentChat
— John Cloonan (@johncloonan) June 17, 2019