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.

August 9, 2021 Content Chat Recap: How To Turn Your Blog Into a Revenue Generating Resource

August 16, 2021 by Alek Irvin Leave a Comment

Blogging can unlock a range of benefits for businesses and professionals alike, but how can you turn your blog into a revenue-generating resource?

In this #ContentChat, we’re joined by Anthony Gaenzle (@AnthonyGaenzle), marketing consultancy founder and author of Blogging for Business and The Business of Branding You (both here on Amazon), to discuss how to earn money from your blog. Read the full recap below, where we discuss the do’s and don’ts of enabling automatic ads on your blog, why you need a lead magnet, ways to partner with guest bloggers, and more.

Q1: How can a blog drive revenue for a business or individual?

A blog can drive revenue through affiliate marketing (learn what that is here), sponsored guest posts, ad networks, and by raising awareness of your paid solutions and offerings like products or online courses.

A1: There are multiple ways a blog can drive revenue. Affiliate marketing, being paid as an influencer, sponsored guest posts, ad networks, selling digital products, online courses (just to name a few) #ContentChat
— Anthony Gaenzle (@AnthonyGaenzle) August 9, 2021

A1b: Your blog can drive direct revenue through advertising, sponsored content, affiliate links, and promoting direct sales of your digital assets such as e-books, templates, and courses. #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 9, 2021

A1. While there are direct options to monetize blogs such as affiliate marketing, I use my blog as a revenue generating magnet by sharing valuable educational content to attract and convert prospects. #ContentChat
— Masooma | Content Writer (@inkandcopy) August 9, 2021

Ditto for the consultancy website. Although affiliate marketing is an income generator for me on https://t.co/BCLbph1eUa #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 9, 2021

A1 As someone who’s working through the fine details to do just this, I know if you use a Google based blog you can link it to an adsense account
-Alyx #ContentChat https://t.co/iqIJQPSnvx
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) August 9, 2021

Consistency is key to drive a successful blog strategy. You need to provide a consistent flow of content that addresses the range of topics and priority keywords for your readers.

A1. A #blog can spread news about your services, brand and deliver helpful content to attract people to your solutions and offers. From a #SEO perspective pages with evergreen #content might be more helpful to drive traffic longterm.#ContentChat
— Christian Lipp 🌱 (@SEMgalore) August 9, 2021

A1: Long-form content such as blogs, drives traffic to your website and generates leads and sign-ups if valuable and relevant to your audience. #ContentChat
— Pavel Stepanov (@pavelStepanov77) August 9, 2021

A1: I think the biggest indirect benefit is how a blog can become “long-game” content marketing through providing useful tips and info as well as helping to establish credibility, expertise, etc. #ContentChat https://t.co/BCeBa2e6E7
— Sherry Holub – Wizard of Design (@jvmediadesign) August 9, 2021

A blog is definitely “long game”. That’s a great point to bring up. Beware the “gurus” offering courses that turn bloggers into overnight millionaires. True success comes through time and serious dedication. #ContentChat
— Anthony Gaenzle (@AnthonyGaenzle) August 9, 2021

In this capacity, your blog showcases your expertise in your space and builds your reputation as a trusted expert for your community. This thought leadership status could unlock new opportunities for your team, like speaking engagements, awards opportunities, or access to exclusive business networks.

A1a: Blogs can drive either indirect or direct revenue for brands and individuals.
Indirect: builds your reputation as an industry thought leader which causes others to seek you out for work or speaking engagements. #ContentChat https://t.co/LqLhOmya8w
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 9, 2021

A1: From a #ContentMarketing standpoint, a blog can help sell your services or products by showcasing your expertise and building your brand’s reputation. #ContentChat
— Melanie Graham (@WriterGirlMel) August 9, 2021

A1. Blogs act as a key platform to engage relevant audience, nurture them and then of course convert using your content as the most powerful promotional medium – blogs have a lasting impact unlike paid advertising #contentchat
— Mahima Kini (@Mahi2weets) August 9, 2021

Just for starters, I feel it’s important to “demonstrate expertise in action.” Using the tenets of great storytelling, and also being smart about using social media in a way that’s aligned around the brand, using a blog is key to Customer Experience (CX) and business success. 🙂
— Roger Darnell (@RKDarnell) August 9, 2021

Regarding ads on your blog, be conscious of what you promote and how you present these ads. By promoting poor-quality content or presenting ads in a way that detracts from the reading experience, you can actively deter your readers from engaging with your content.

A1b: Just be careful what products you promote, the types of ads you accepted, or how you present sponsored posts. You can lose trust from your audience or get hit by search engines if you do it the wrong way. #ContentChat
— Anthony Gaenzle (@AnthonyGaenzle) August 9, 2021

This is so true! If you accept payment to add sketchy links or host poor-quality content, you can easily read your community’s trust. #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 9, 2021

So true! I’ve seen many cringeworthy ads on blogs where I’m sure they have no idea what ads are really being displayed. #ContentChat
— Sherry Holub – Wizard of Design (@jvmediadesign) August 9, 2021

Q2: What should a blog content plan include?

August 2, 2021 Content Chat Recap: How To Build A Thriving Multi-Platform Community Around Your Content

August 9, 2021 by Alek Irvin Leave a Comment

How can marketers best engage and delight their community online? And how should this strategy change if the community spans multiple social media channels?

In this #ContentChat, we’re joined by Neil Parekh (@NeilParekh), VP of events and communications for Digimentors, to discuss how to build a thriving multi-platform community around your content. Neil shares lessons from his work on the #NYTReadalong as he and the community explain how to build an engaged community on Twitter and Facebook, plus ways to use email marketing, live video, and more to nurture your relationships.

Q1: What common mistakes do you see brands or individuals make when trying to build a multi-platform community? How can we avoid these mistakes?

Deliver tailored content on each of your social media channels. Do not simply copy/paste the same content at the same time across channels. There are two reasons for this. 1.) Each of your social media communities is unique, and you should approach them as such. 2.) Each channel has exclusive settings or features that you should explore, and common features like hashtags may perform differently based on the channel.

A1a. Common mistake when building a multi-platform community: Automatic cross-posting & copy/pasting between FB/TW/LI/IG. Handles and image sizes are different, use of hashtags are different, character count and audience is different. #ContentChat https://t.co/976OIPkc1O pic.twitter.com/8FsqlyJWgZ
— Neil Parekh (He / Him / His) (@neilparekh) August 2, 2021

A1b. Avoid multi-platform mistakes.
Create standard text first & modify for each channel.
Use the @SproutSocial image guide. (Note, 1920×1080 works great on FB, TW and LI.)
Check your handles. Use fewer hashtags if not on IG.#ContentChat https://t.co/LNFzIuAQg3
— Neil Parekh (He / Him / His) (@neilparekh) August 2, 2021

A1.
Not giving people specific reasons to engage with them on each platform!
If all the content is the same everywhere, why should they follow you in different places? ❤️ #ContentChat
— Christine Gritmon ❤️ #ChatAboutBrand (@cgritmon) August 2, 2021

A1. A very common mistake I see brands/ppl make when creating multi-platform communities is copy pasting the same content (without even tweaking it to meet the platform’s requirements) across all channels. It’s honestly boring and does little to garner engagement. #ContentChat
— Masooma | Content Writer (@inkandcopy) August 2, 2021

Start with just one or two channels where your audience is already engaged. Do not launch a full multi-platform strategy if you are just getting started. It will take a considerable amount of resources to launch and maintain any individual channel. Put your full effort into the places you know you can make an impact, instead of trying to be everywhere to little effect.

A1: One of the biggest mistakes I see is launching a channel without the resources or content to keep it up. Then the channel goes dormant…and that doesn’t look good for a brand. #ContentChat
— Melanie Graham (@WriterGirlMel) August 2, 2021

A1. Common mistakes
🙈 Same #content on every platform instead of using the specifics + advantages of each one
🙈 Not checking the audience on a platform before starting
🙈 Just being on a plaform for no reason or real connection just because you “have to be there”#ContentChat
— Christian Lipp 🌱 (@SEMgalore) August 2, 2021

A1
When an individual or small company is just getting started, know what platform your biggest audience is likely to be engaged on. Yes, it’s great to be on multi-platforms but it’s hard to post on all platforms w/ the same energy at the start.
Focus!#contentchat pic.twitter.com/uz2PbArFZ5
— Rose Horowitz, #WomentoFollow, #SreeShow (@RoseHorowitz31) August 2, 2021

Also: look at what’s actually working and what people are truly responding to!
I wasted years trying to make Facebook my top platform.
Once I gave in and acknowledged/owned/embraced that Twitter was my top by far, everything got bigger and better!#ContentChat
— Christine Gritmon ❤️ #ChatAboutBrand (@cgritmon) August 2, 2021

That’s true. Organic reach on Facebook has tanked. Particularly for livestreams. We used to get huge audiences for the #NYTReadalong on FB Live. We get more engagement there, but more numbers on Twitter. #ContentChat.
— Neil Parekh (He / Him / His) (@neilparekh) August 2, 2021

If you claim handles and usernames/create accounts on channels that you cannot invest in yet, pin a post to the top of that page to explain where your brand is currently active.

I see this a TON when I do social media channel audits for new clients. If you are just claiming your brand name, at least pin a post to the top of the page to direct them to where your brand IS active! #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) August 2, 2021

THIS.
I had a client who absolutely did not want to deal with Facebook at all… but it made sense to be there for her industry.
So we made her profile super strong & then did everything we could to direct people to her website, her IG, and/or call/email. ❤️ #ContentChat
— Christine Gritmon ❤️ #ChatAboutBrand (@cgritmon) August 2, 2021

Create and share content that aligns with your brand mission and audience needs. Do not create and share content to jump on a bandwagon or trending topic. It can be tempting to join the “What’s happening” conversations on Twitter, but it can come across as inauthentic or, at worst, offensive and alienating to your community if your brand joins conversations for the sake of being relevant.

A1. Jumping on the “trends” bandwagon to grab eyeballs without any relevance to their core brand or purpose #contentchat
— Mahima Kini (@Mahi2weets) August 2, 2021

Q2: How can marketers build a thriving community on Twitter? What are your lesser-known tips and tricks?

July 26, 2021 Content Chat Recap: How To Create Content That Ranks Higher In SERPs

August 1, 2021 by Alek Irvin Leave a Comment

Will your content reach its ideal reader through a search engine query? When creating content, it’s crucial for marketers to consider the ways that their audience searches for resources—the phrases they use, the questions they ask, the level of detail they want—to then create content that matches these needs. However, unless you’re an SEO expert, it can be difficult to understand how to make your content the top result in a search.

In this #ContentChat, we’re joined by Manick Bhan (@MadManick), founder and CTO of LinkGraph, to discuss how to create content that ranks higher in search engine results pages (SERPs). Read the full recap below, where we explain what a SERP is, common ways to increase the SERP ranking of your content, and other ways to optimize your content for SEO. If you’re looking to learn more about the role of SEO in content marketing, check out our post on the five essential SEO elements to address with your content.

Q1: What is a SERP and why are SERPs important for content marketing?

A search engine results page (SERP) is the list of web pages that a search engine provides based on a user’s search engine query (and their historical browsing history). The goal is for a piece of content to rank high in the search results to maximize the likelihood that it will reach your ideal reader.

A1. SERP is SEO lingo for a search engine results page. Ranking organically in the SERPs is the most cost-effective way for content marketers to reach their target audience. The more often your content ranks in the SERPs, the more chances you have to earn new leads and customers. pic.twitter.com/Vci51zVdOx
— Manick Bhan (@madmanick) July 26, 2021

A1. SERPs are a search engine’s top pages that show up when you search a query.
Making it to the SERPs is essential for content marketing as it can drive lots of traffic, leads, and customers your way, therefore, getting your business, well, more business 😎#ContentChat
— Masooma | Content Writer (@inkandcopy) July 26, 2021

A1.
SERP is the engine result page – and the display window your next visitor and potential customer sees after having typed in a question or search term in the search field. Your appearance and position decides if people will click on your page.#ContentChat #seo
— Christian Lipp 🌱 (@SEMgalore) July 26, 2021

A1: Organic SERPs (the search results pages) are kind of the holy grail of SEO and content marketing as getting content there typically equals targeted traffic. Although paid listings can also be seen on SERPs. #ContentChat https://t.co/pME1GDMVKG
— Sherry Holub – Wizard of Design (@jvmediadesign) July 26, 2021

A1 SERP is Search Engine Results Page, and it’s what a search engine populates when someone makes a search request
-Alyx #contentchat https://t.co/G8r3TfBFni
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) July 26, 2021

Q2: Which SEO components impact the SERP ranking of a piece of content?

July 19, 2021 Content Chat Recap: Content Chat Mid-Year Check-In and 5-Year Anniversary Celebration

July 25, 2021 by Alek Irvin Leave a Comment

In this #ContentChat 2021 mid-year check-in, we discuss our top content marketing challenges, how we’ll define success this year, and ways that we can best support each other as a community. This also marks Erika’s five-year anniversary as our chat host!

If you missed the chat live, please share your answers to any of these questions in the comments. We’re also always on the lookout for new topics and guest suggestions for the chat. Leave a comment or send me a message on Twitter @AlekIrvin if you have any recommendations.

Thank you to everyone who has been a part of #ContentChat!

Q1: How would you describe #ContentChat only using a gif?

As Erika said, it’s just not a Content Chat mid-year check-in and celebration without GIFs.

It’s just not a #ContentChat check-in and milestone celebration without GIFs… pic.twitter.com/Yrd66xXEDj
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) July 19, 2021

Also have to add: deep insights. #ContentChat pic.twitter.com/ygF3ILJ0hS
— Masooma | Content Writer (@inkandcopy) July 19, 2021

A1 #ContentChat pic.twitter.com/6FBkFlMvC9
— Alek Irvin (@AlekIrvin) July 19, 2021

A1 #contentchat pic.twitter.com/DnVObtb6VO
— Martin Lieberman (@martinlieberman) July 19, 2021

A1: #ContentChat pic.twitter.com/xExwKD2uRP
— SPW ✍️🤓 (@ShawnPaulWood) July 19, 2021

A1 #contentchat pic.twitter.com/BM30uDFPqK
— Dan Goldberg (@Jonas419) July 19, 2021

A1 When I would describe #ContentChat, my mind turns to… pic.twitter.com/8LItkfzAhq
— Derek Pillie 🎯 (@derekpillie) July 19, 2021

Q2: What is your biggest/scariest/most time-consuming #contentmarketing challenge right now?

July 12, 2021 Content Chat Recap: How To Grow A Brand Community in 2021

July 14, 2021 by Alek Irvin Leave a Comment

Many brands and individuals strive to build flourishing online communities, hoping to expand their reach, bolster connections, and drive engagement all year. However, many brands and professionals approach their communities as an audience—a self-serving approach that can quickly alienate your community members and significantly limit your ability to achieve the many benefits of an engaged brand community.

In this #ContentChat, we’re joined by Monina Wagner (@MoninaW), who has had an integral role in building the Content Marketing Institute and #CMworld community, to discuss how to grow a brand community in 2021. Read the full recap below, where we explain how to grow a new online brand community, ways to keep your community engaged throughout the year, how to co-create content with your community, and more.

Q1: How do you define a community? What makes a group of people a community instead of an audience?

Your online following is simply an audience until you build relationships with and actively engage the individuals who follow you. You talk to an audience. You interact and engage with a community.

A1 Among other things, a community is when you talk WITH people, and an audience is when you talk AT them. #contentchat
— Martin Lieberman (@martinlieberman) July 12, 2021

An audience consumes. A community engages. #contentchat
— Dan Goldberg (@Jonas419) July 12, 2021

A1: Well, you know what most celebrities and influencers do? Stay in broadcast mode and rarely speak to their audience?
Yeah, that’s NOT a community. Be opposite. #ContentChat pic.twitter.com/HXVsRVq4kI
— SPW ✍️🤓 (@ShawnPaulWood) July 12, 2021

One thing I’ve been educating clients is that it’s *easier* to get an audience… those are just numbers. Communities are filled with engaged ppl. #ContentChat https://t.co/UJ0GzDw51X
— Shane Shaps (@520eastbrands) July 12, 2021

An audience and a community are groups of like-minded people who have a common interest or goal. One difference is that a community stays together after their immediate needs have been solved.

A1a This one is tricky. The definition of community is complex. It’s a group of like-minded people who have a common interest or goal. They go to their community because they trust its members. They feel like they belong. #ContentChat
— Monina Wagner (@MoninaW) July 12, 2021

A1b Why is a community a community and not the same as an audience? A brand has to engage its audience. It’s one-way. A brand is *part* of its community. It’s a collaborative experience. #ContentChat
— Monina Wagner (@MoninaW) July 12, 2021

A1 A community and an audience are both groups of people brought together by a common interest, but a community stays together once their problem/need has been solved/filled, cares for and nurtures their relationship with others in the community
-Alyx #contentchat https://t.co/fdRhXDSV6c
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) July 12, 2021

A1: A community can be an audience, and different audiences can make up your community. The real difference is the relationship between the “brand” and the community member rather than any potential marketing characteristics that might be involved. #ContentChat
— Derek Pillie 🎯 (@derekpillie) July 12, 2021

A1: A community is an invested audience. Whether that’s an investment in you personally or your product, it’s one with a targeted outcome. An audience is whomever you happen to reach. #ContentChat
— Rachel Wendte (@rkwendte) July 12, 2021

A1: That’s a really great question! I think a community is often more engaged than an “audience.” A community is typically full of thought leaders, sometimes fellow experts, and they have a deeper connection/affiliation with your brand. #ContentChat – @Missjflar
— Ledgeview Partners (@ledgeviewcrm) July 12, 2021

A community needs to be a safe place for its members. A place where they can openly share ideas, provide support, and celebrate together without judgment.

A community has to be a safe place. You want to be able to share ideas, commiserate, and celebrate without judgement. You want to know you’ve found your people, and they get you. #ContentChat
— Monina Wagner (@MoninaW) July 12, 2021

That’s why having some sort of a privacy layer is important. yes, anything you say on the Internet can be screen-capped and shared elsewhere, but for trust to be built, there does need to be a sense of confidentiality, for me. #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) July 12, 2021

A1. IMO a community where people are connected by a shared interest so they learn together, fangirl/boy together, support and lift each other and so on.
P.S. Slightly late but 👋 everyone #ContentChat
— Masooma | Content Writer (@inkandcopy) July 12, 2021

A community manager plays a critical role in nurturing the community and fostering a culture of inclusivity.

The sense of belonging is the end result of having a strong community manager who cares about its members. There’s a lot more to it than just standing up a community platform. #ContentChat
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) July 12, 2021

But your community should be able to sustain itself regardless of any individual person and the role they play.

I think there is an alternative model in which the “brand” is separate, but its community members engage in peer-to-peer interaction #contentchat
— Dan Goldberg (@Jonas419) July 12, 2021

Yes!
I always say the #CMWorld community can exist without me. I hope that never happens LOL but members support each other. They don’t need me or a brand to be the fantastic group that it is. #ContentChat
— Monina Wagner (@MoninaW) July 12, 2021

Q2: Communities can take any range of shapes and sizes. What are some of the most common types of communities you’ve seen in terms of brand or content marketing industry communities?

June 28, 2021 Content Chat Recap: So You Want To Start A Marketing Agency

July 8, 2021 by Alek Irvin Leave a Comment

Have you considered creating your own marketing agency? It can be enticing to cut ties with an employer to pursue your own business interests, but there is also a considerable risk involved with starting an agency. However, by conducting the right research and thoroughly planning your new agency, you can be better prepared to weather the initial hurdles of business operations and chart a path for sustained success.

In this #ContentChat, we’re joined by John Cloonan (@JohnCloonan), longtime #ContentChat community member and co-founder of Audacity Marketing, to discuss what it takes to build a marketing agency. Read the full recap below, where our community of marketers and agency founders explains why they launched their own marketing agencies, how to find the ideal business partner for your marketing agency, operational hurdles to address in the early months, and general tips for creating a new agency.

Q1: If you have launched your own marketing agency, what was your main reason for doing so? Why did you feel like it was the right move to make?

John shares his journey below. Much like John, many marketers explore a mix of in-house and freelance working arrangements before officially launching an agency.

A1: This is the 2nd time I’ve launched an agency. I built Realize Marketing from 2008-2010, and then sold it to go back into corporate marketing a while. #ContentChat
— John Cloonan (@johncloonan) June 28, 2021

A1b: I spent 10 years as a corporate marketing exec, led an employer branding agency, and then took a contract with a huge consulting firm, which was coronakilled.
A month later, I turned 50. #ContentChat
— John Cloonan (@johncloonan) June 28, 2021

A1c: I bring up that milestone because it caused me to think about my career. Did I want to tie my fortunes to one client? That’s what a corporate job or solo consulting contract does. #ContentChat
— John Cloonan (@johncloonan) June 28, 2021

A1d: (Sorry for the long thread)
I sat it on it for a while, then went on a really long solo motorcycle ride to reflect – from Georgia to Maine and back.
When I came back, I launched Audacity.
No more would I tie myself to one client. #ContentChat
— John Cloonan (@johncloonan) June 28, 2021

A1e: (Will this ever end?)
Starting my own agency allows me to:
– Live & work on my own terms
– Diversify my income streams
– Build a company free of corporate bullshit that focuses on what’s important#ContentChat
— John Cloonan (@johncloonan) June 28, 2021

There are many benefits to launching an agency. Our community says that it can give you complete (and potentially much-needed) freedom to conduct your work, enables you to explore new passions or interests as possible, and your agency brand can elevate your personal profile (and vice-versa).

A1: launching my own agency started out as a response to getting laid off and ended up as a partnership to help make me better and more resilient. Honestly, I was bored at my day job and the move was the right one to keep me engaged #ContentChat
— Maureen Jann (she/her) (@NeoLuxeMo) June 28, 2021

a1b: I left the world of building marketing departments from the ground up, and my hobbies were running small boutique businesses, so when I left, I was ready. #ContentChat
— Maureen Jann (she/her) (@NeoLuxeMo) June 28, 2021

A1: Although I have a design agency, we have a heavy focus on marketing + work with other marketing agencies on their design work. I founded the co. straight out of art school after freelancing b/c I didn’t want to go work for someone else! #ContentChat https://t.co/a8ocgV4JQe
— Sherry Holub – Wizard of Design (@jvmediadesign) June 28, 2021

A1: While I didn’t officially put out my shingle as a consultancy (my flavor of agency) until 5 years ago, it had long been my goal. I wanted to have the variety + control over my work, and to focus on the stuff I do well & get excited about (not maintenance mode). #ContentChat https://t.co/UrR8AvwjmC
— Erika Heald | Founder @ErikaHeald Consulting (@SFerika) June 28, 2021

A1: I always wanted to be my own boss. I was coming out of the music industry with some creative skills and I wanted to serve clients with those skills. It was the right entrepreneurial move for me in 2010. #contentchat
— Chris Craft (@CraftWrites) June 28, 2021

Q2: What research do you recommend someone conduct before starting to plan their new marketing agency? How do you know if this is the right career path for yourself?