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 7, 2022 Content Chat Recap: How Content Marketers Can RE:Think Innovation

March 8, 2022 by Alek Irvin Leave a Comment

“Innovation” has become a buzzword for companies vying to attract and retain top talent and position their brand as leaders in their field. But, are most companies truly innovative? What separates an innovative company from the rest? And how can teams implement systems that foster innovation?

In this #ContentChat recap, we’re joined by Carla Johnson (@CarlaJohnson), world-renowned keynote speaker and best-selling author, to explore how content marketing teams can build a culture that supports innovation at every level. Read the full recap below to learn about the common practices or frameworks that limit our ability to innovate as marketers, the common qualities of leaders that enable an environment of innovation, and examples of innovation at work.

Order your copy of RE:Think Innovation today to learn Carla’s five-step framework to connect the dots and uncover new opportunities, no matter what type of business you’re in.

Q1: How do you define innovation?

There is no common definition of innovation, which is why many teams struggle to foster innovation.

A1 People have a hard time innovating because we don’t have a common definition of #innovation. We make it complicated, complex and expensive. It’s exhausting! #contentchat
— Carla Johnson – Keynote Speaker (@CarlaJohnson) March 7, 2022

A1d People struggle to #innovate because they don’t understand the #definition of #innovation. We can’t perform something when we don’t know what it is. Could you run down the street if you didn’t know what ‘run’ meant? #contentchat
— Carla Johnson – Keynote Speaker (@CarlaJohnson) March 7, 2022

That’s an issue I really see all over marketing in general — we get mixed up on out definitions and end up confusing ourselves and clients 😅 #ContentChat
— Liz | Wildflower Social Media LLC (@wildflowrsocial) March 7, 2022

Too often, teams create unnecessary structure around innovation initiatives.

This is so true!
I’ve worked places in the past where innovation required committees and official executive project sponsorship…which kind of sucks the life + potential out of the innovation.#ContentChat https://t.co/Jls1rhbqor
— Erika Heald | Content Marketing Consultant (@SFerika) March 7, 2022

Or the “why fix it if it ain’t broken” mentality stops us from innovating.

Not to mention some may be less receptive to innovation. Going with the old thinking, ‘why fix it if ain’t broken?’ #contentchat #MARK1051
— Sheilla Diamse | Social Media Coordinator (@sheilla_diamse) March 7, 2022

It’s like if you’re talking about plumbing in your house and it’s 70 years old. About the same age as many #management approaches. It’s important to fix it BEFORE it breaks! #contentchat
— Carla Johnson – Keynote Speaker (@CarlaJohnson) March 7, 2022

Let’s get on a better path with a shared definition of innovation. Per Carla and the community, innovation involves the ability to consistently come up with new, great, and reliable ideas.

A1b I #define #innovation as the ability to consistently come up with new, great and reliable #ideas. #contentchat
— Carla Johnson – Keynote Speaker (@CarlaJohnson) March 7, 2022

A1c A #new #idea surprises and delights people because it’s unexpected. A #great idea inspires and excites you. And a #reliable idea makes you money. Consistently coming up with ideas that have all 3 makes you #innovative. #contentchat
— Carla Johnson – Keynote Speaker (@CarlaJohnson) March 7, 2022

A1: Innovation, for me, is setting out to consistently create new + better ideas that deliver value to you and your community. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) March 7, 2022

A1. #Innovation to me is doing something different that creates better results — often through reframing the problem you’re trying to solve. #ContentChat
— Liz | Wildflower Social Media LLC (@wildflowrsocial) March 7, 2022

A1. Out of the box mindset that increases efficiency of your process, your brand’s relevance and ROI.
— Sheilla Diamse | Social Media Coordinator (@sheilla_diamse) March 7, 2022

A1. A practical implementation of ideas i guess, that gives birth to new product and/or services. #ContentChat
— Shruti Deshpande (@shruti12d) March 7, 2022

A1: a new idea that creates a multi-beneficial solution ~Julie #contentchat
— Nimble (@Nimble) March 7, 2022

That sounds like the Nimble platform! And a big reason why I love it. #contentchat
— Carla Johnson – Keynote Speaker (@CarlaJohnson) March 7, 2022

Q2: What common practices or frameworks limit our ability to innovate as marketers?

February 28, 2022 Content Chat Recap: How Personalized Video Messages Can Strengthen Your Content Marketing

March 2, 2022 by Alek Irvin Leave a Comment

Content marketing teams typically prioritize written content, but video content is an increasingly effective way to reach brand audiences and develop relationships. Now comes the challenge: when is it appropriate to include a personalized video message in your content, and how do you approach this at scale?

In this #ContentChat recap, we’re joined by Ethan Beute (@EthanBeute), WSJ bestselling author and host of The Customer Experience podcast, to explain how personalized video messages can strengthen your content marketing and where they can make the most impact. Read through the full recap below to learn about the science behind the power of video content, how to get started with adding personalized video messages to your content, and solutions to challenges that you’ll likely face along the way.

Q1: Let’s start with a common definition. What is a video message and how can it fit within a content strategy?

Video messages are exactly as they sound: content that is recorded or shared through video. The benefits of video messages over written content include that videos are more clear, personal, and better convey emotion.

A1a
Any time you’re typing a message or dm (email, Slack, text, LinkedIn, Facebook, Twitter, etc), you can add a video to your faceless, typed-out text for clearer communication, human connection, and higher conversion.#ContentChat
— Ethan Beute (@ethanbeute) February 28, 2022

A1b
That’s a video message.
Clearer and more personal. More subtlety and nuance. Lower likelihood of being misunderstood. Greater transfer of emotion. Perfectly imperfect. More human.#ContentChat
— Ethan Beute (@ethanbeute) February 28, 2022

A1: In #contentmarketing, it’s not enough to just create your content—you also need to distribute it to the right people at the right time. Video messages can be a 1:1 or 1:many way to pitch your content to its ideal consumer. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 28, 2022

Video messages are often more engaging than written content.

A1. A video that is created to share a message related to your brand. Whether it be informational or promotional, it should be designed to help viewers to engage with your brand. #contentchat
— Andrew C. Belton, MBA (@AndrewCBelton) February 28, 2022

A1: A video message is some sort of announcement done via video and it can be tailored to fit the current content strategy so that the message stays on brand ~Julie #ContentChat
— Nimble (@Nimble) February 28, 2022

A1 A video message is a type of visual content that allows creators to tell stories in creative ways. From a content strategy perspective, it can give more room for audiences to engage. #ContentChat
— Krystal Blais 🤘🔮🔥🤘🏳️‍🌈 (@krystalblais) February 28, 2022

I really like this and I feel like nowadays people are reacting very favorably to brands that are using video to tell a story and it makes them feel like they are a part of the experience when it’s brought to life in video! #Contentchat #contentmarketing #videomarketing
— Andrew C. Belton, MBA (@AndrewCBelton) February 28, 2022

Video message is about making announcements in a video format. Often to give out important information in a short visual format #ContentChat
— Shruti Deshpande (@shruti12d) February 28, 2022

Most written content can include a complementary video, including product news, thought leadership articles, social media posts, email newsletters, and more.

A1. I suppose it depends on the message. If it’s company announcement, it falls into the corp comms strategy. If it’s a product feature launch or update, it falls into the PMM content strategy and should be part of package to support the GTM strategy.
— ronniehiggins (@ronniehiggins) February 28, 2022

For instance, the video message could be included in customer newsletter and social posts that raise awareness and point to supporting content, like a blog post and/or help center article.
— ronniehiggins (@ronniehiggins) February 28, 2022

Those are all great spots for video messages.
And don’t miss out on the 1:1 opportunities (vs the 1:many or 1:anonymous).
— Ethan Beute (@ethanbeute) February 28, 2022

A2 Video messages come in many forms. Simple video words, social attachments, how to graphics to full blown productions. As long as it has a purpose, provides value & speaks directly to an audience, then you’re halfway there#ContentChat
— Jeff Funk #BeKind (@Jeffrey_Funk) February 28, 2022

Q2: From an evolutionary psychology standpoint, what are the benefits of including video content to accompany your written content?

February 14, 2022 Content Chat Recap: Why Content Marketers Should Rethink Their Ideal Customers

February 16, 2022 by Alek Irvin Leave a Comment

Do you have a clear understanding of your brand’s ideal buyer? Or is your team chasing too many personas with little results?

In this #ContentChat recap, we’re joined by Pam Slim (@PamSlim), a writer, business coach, and co-founder of the Main Street Learning Lab, to explore why content marketers should rethink their ideal customers. Read the full recap below, where we explain how to define your brand’s ideal customers, ways to find untapped markets, and why it’s essential to partner with complementary businesses.

If you’re looking to learn more from Pam on how to build a thriving business, order a copy of her book today.

If anyone wants a workbook that has all the exercises from The Widest Net, you can grab it here: https://t.co/qpqcyMFrDC #ContentChat
— Pamela Slim (@pamslim) February 14, 2022

Q1: How do you define your ideal customers? How do you group them and what key details do you include?

Pam and the community recommend defining your ideal customers by problems or challenges they face or their aspirations.

Q1: I define ideal customers using @susanbaier ‘s Audience Audit method — defining them by problem, challenge or aspiration #ContentChat
— Pamela Slim (@pamslim) February 14, 2022

Q1: So for example, for one of my audience segments, they are biz owners with significant body of work who need to find alternative ways to share their IP b/c they are burnt out from delivering workshops #ContentChat
— Pamela Slim (@pamslim) February 14, 2022

+1
I always focus on the pain points — what can our product/service alleviate in their day-to-day? #ContentChat https://t.co/MnOrnUpDla
— Melanie Graham (@WriterGirlMel) February 14, 2022

Which is so important because it puts your focus on the customer, instead of your company. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 14, 2022

For sure! And then for folks who may shy away from thinking of every element as “pain,” I use words like “aspirations”
— Pamela Slim (@pamslim) February 14, 2022

A1: Our ideal customer is anyone in a small to medium business who strives to manage their contacts and people-related processes as efficiently as possible. We like to focus on working smarter, better, and faster 🙂 ~Julie #ContentChat
— Nimble (@Nimble) February 14, 2022

I like that a lot. I could see the pain point angle would be biz owners who are exhausted by operating without plans and processes
— Pamela Slim (@pamslim) February 14, 2022

Minimal demographic information could be helpful (especially for general consumer-facing companies), as long there is a clear purpose for including that information.

Q1: To add details, it might be some demographic info, like biz owners who focus on equity, or who are at 500k+ in revenue #ContentChat
— Pamela Slim (@pamslim) February 14, 2022

A1: I group my ideal customers based upon their shared problem statements.
I don’t focus a ton on demographics, since that isn’t always that useful to me from a content marketing perspective. Instead, I focus on who influences them + where they gather purchase data. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 14, 2022

Indeed! demographics can be important sometimes (like here at the Learning Lab where we focus on BIPOC entrepreneurs), but often less important than nailing the problems
— Pamela Slim (@pamslim) February 14, 2022

A1 We define our ideal customers as people with assets that they want to actively protect, and are interested in understand their coverages
We generally group them by location, age, and a few other minor factors
-Alyx#ContentChat https://t.co/8t6rHLJXKs
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) February 14, 2022

Ask “who can my business really serve” to most effectively define your ideal customers.

A1: In addition to pain points, I think it’s also important to look at what makes the most sense for your business focus and resources. Who can you *really* serve? Don’t make a sale just to make a sale. #ContentChat
— Melanie Graham (@WriterGirlMel) February 14, 2022

YES!!! Too often, especially when a company is just starting out, they can try to be everything to everyone. But that just burns you out. It’s important to understand your sweet spot. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 14, 2022

Most business owners can effectively support three separate audience segments before getting too scattered.

Q1: In general, most biz owners can support 3 audience segments (aka different problems) before getting scattered #ContentChat
— Pamela Slim (@pamslim) February 14, 2022

This is such an important point.
When I onboard a new client and see they have 12 personas, I can readily anticipate they are having a hard time creating enough differentiated content to drive action and engagement. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 14, 2022

Q2: What mistakes do content marketing teams often make when defining their ideal customer personas or “avatars”?

February 7, 2022 Content Chat Recap: How to Launch and Evolve a Marketing Podcast

February 14, 2022 by Alek Irvin Leave a Comment

Podcasts have skyrocketed in popularity over the past few years, and there were an estimated two million active podcasts in 2021 (a near 4x increase since 2018). Given that the average podcast listener follows eight podcasts weekly, it’s only natural for brand marketers to wonder if launching a podcast could be an effective way to boost their reach and better serve their brand audience.

In this #ContentChat recap, we’re joined by Teresa Heath-Wareing (@THeathWareing), an international social media and marketing speaker and trainer and host of the Your Dream Business podcast, to explain how to launch and evolve a marketing podcast. Read the full chat recap below, where Teresa and the community explain the benefits of introducing a podcast to your content strategy, how to effectively plan a new podcast, and ways to grow your show audience organically.

If you have a podcast in the works or plan to start one soon, Teresa shared her free podcasting guide and process spreadsheet to help you get started.

Q1: What advice would you give to a content marketer that is interested in starting a new podcast (either for themselves or a brand)?

Before starting a podcast, ask yourself: what will the podcast be about, what is the show format, and can I sustain this by myself for the foreseeable future?

A1: Doing a podcast takes time and effort so there are a few things I would consider first – what type would you like to do (solos/Interviews) Are you happy talking to yourself and when you start are you willing to keep it up for a while! #ContentChat
— Teresa Heath-Wareing (@theathwareing) February 7, 2022

This is so important to remember and is true of much of what we do as content marketers. You are building a relationship and trust over time with your podcast.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A1: Have a clear schedule and idea of what your podcast will be about. Make sure it’s something you’re passionate about and try to find guests to create more energy and add more perspective to the episodes ~Julie #ContentChat
— Nimble (@Nimble) February 7, 2022

Also: Is there a gap in the podcast market that you can fill, or will your show compete with existing, beloved podcasts?

A1: Find and listen to podcasts in your industry/space. See what’s out there and what isn’t. What podcast gap can you fill? Also, think seriously about resources: will you host, do you need others to help, etc. #ContentChat
— Melanie Graham (@WriterGirlMel) February 7, 2022

It took nine months for Teresa’s podcast to take off. Be prepared to invest in your podcast without an immediate base of listeners.

A1a: When I started my podcast I committed to doing it for 12 months and it wasn’t until month 9 that it really took off! So make sure you know you have lots to talk about on the subject area! #ContentChat
— Teresa Heath-Wareing (@theathwareing) February 7, 2022

So important for a podcast to be consistent even if it isn’t pulling in the listeners just yet! #ContentChat
— Shruti Deshpande (@shruti12d) February 7, 2022

Understand where the podcast will fit with the rest of your marketing strategy. Will the podcast amplify your existing content? Will it bolster your thought leadership strategy?

A1. Definitely consider how does a podcast fit in with the rest of your #marketingstrategy. It needs a fair bit of planning before you even start! #ContentChat
— Shruti Deshpande (@shruti12d) February 7, 2022

This is a great point—will the podcast amplify or repurpose your content creation? Or will you use it as part of your thought leadership strategy, for example? #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A podcast is its own channel, just like your blog or social media accounts. You will need to promote and amplify your podcast episodes to grow the channel.

A1: A podcast is not a campaign—it’s a channel you are committing time and resources to over an extended period of time. This includes both content creation and distribution. Just because you upload a podcast everywhere doesn’t mean the right people will find it. #ContentChat https://t.co/X1Xg6c1jt4
— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

Too often, brand marketing teams start a podcast and sporadically post episodes without a clear cadence or strategy. This may detract from the perceived value of your show.

I also believe that a lot of people don’t want to commit to an inconsistent/abandoned podcast! One of my pet peeves is getting really into a content creator just to find out their most recent upload was months/years ago ~Julie #ContentChat
— Nimble (@Nimble) February 7, 2022

In my PR work, I often review podcast invitations for our execs. If the podcast sporadically posts 1-3 episodes every 5 months, I assume the host org treats the podcast as a lead gen opportunity for themselves, not a mutually beneficial opportunity for my client. #ContentChat
— Alek Irvin (@AlekIrvin) February 7, 2022

Q2: How should a content marketer prepare to create a new podcast? What elements or resources do they need to get started?

January 31, 2022 Content Chat Recap: Why Brands Should Partner with Guest Authors

February 2, 2022 by Alek Irvin Leave a Comment

“I found your website really interesting and awesome. I am a blogger and want to write something for you. All I ask is for two backlinks and to become a recognized thought leader for your company.”

Most marketers have received a cold message similar to this (OK, probably not that last part). Some marketers receive these messages daily. Understandably, these low-quality, spam requests discourage marketers from partnering with outside “writers.” But there are many cases where it could be advantageous for a brand to partner with guest authors, as long as that author is a reputable member of your community.

In this #ContentChat recap, we explain why brands should partner with guest authors and how to manage a guest author program. Read the full recap below to learn about the potential brand benefits of guest-authored content, when a blog is ready for guest content, and our solutions to the common challenges of working with guest authors.

Q1: Why should brands partner with guest bloggers? What are the advantages of guest-authored content?

Guest authors can provide a variety of benefits for brands, including expanded content reach, boosts to engagement, strengthened SEO, and validation of your thought leadership strategy.

A1a: Pretty much every marketing survey finds that content marketers struggle to expand the reach of their content’s distribution and to drive engagement. Guest blog posts can help significantly with both. #ContentChat https://t.co/rKndQIddM3
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022

A1b: Inviting guest authors to your blog validates your industry thought leadership strategy by showing the smart people your brand surrounds itself with. Sharing their expertise on your blog also provides valuable content to your readers. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022

+1 great points here! Building ‘thought leadership’ status doesn’t always have to be about internal resources and voices. #ContentChat https://t.co/zrObn9m4ap
— Melanie Graham (@WriterGirlMel) January 31, 2022

Partner with guest bloggers to;
👉Improve online authority
👉Increase social media shares
👉Strengthen back links
👉Bring more visits to your blog
👉Generate leads
👉Place your offering in front of targeted audience #ContentChat
— Shruti Deshpande (@shruti12d) January 31, 2022

Contributed content with a relevant anchor link back to your site is so valuable for improving SEO. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022

Excellent points about strengthening backlinks! In 2022, it’s easier to backlink when you build relationships, rather than cold emails. #ContentChat
— Melanie Graham (@WriterGirlMel) January 31, 2022

Guest authors can also support a healthy content cadence for your blog (especially if your team is short on resources).

A1: Having a variety of perspectives/POVs on your blog = more robust content that could potentially reach new audiences. Guest bloggers can also use their networks to spread the word about your blog + brand. It can also help support a resource-strapped content team. #ContentChat
— Melanie Graham (@WriterGirlMel) January 31, 2022

It can be a huge win all around for friendly, non-competitive organizations to trade blog posts for all these reasons.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022

It’s important to note that “guest bloggers” have become associated with spam and low-quality content. We do not recommend engaging with individuals that clearly will not provide valuable content for your community.

Honestly struggled with this.
If you’re building a media brand/content strategy, external contributors can make sense.
But “guest bloggers” have so long been associated with spam/low quality that it’s tough to justify (especially with that language). https://t.co/w1no6mNSGr
— Rand Fishkin (@randfish) January 31, 2022

Having been on the receiving end of some truly terrible guest blog submissions, I’m with you! I think it can work, but likely when it’s the brand reaching out to people they trust, versus getting lucky from a cold incoming pitch. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022

…and of course, that also often means you’re paying for those guest blog posts too unless they are a viable partner for a content swap. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022

Agreed. Having an ongoing “relationship” with someone where they truly add value to your platform makes sense, but “guest posting” no longer implies a meaningful relationship.
— Eric Enge (@stonetemple) January 31, 2022

Q2: When is a blog “ready” to accept guest bloggers? What elements should be in place before accepting contributed content for your site?

January 24, 2022 Content Chat Recap: How To Use Google Analytics For Content Marketing

January 27, 2022 by Alek Irvin Leave a Comment

Google Analytics is a powerful tool for marketers that provides the audience insights we need to best tailor our content and optimize our website experiences. However, it can be difficult to get started with Google Analytics given the multitude of reports you can pull and the potentially dizzying user interface.

In this #ContentChat we explain where to get started with Google Analytics for content marketing with Karen Hopper (@NoChillFilter), a self-proclaimed data testing nerd that works in performance strategy at Razorfish. Read the full chat recap below, where we explain what Google Analytics is, the most common ways to use Google Analytics for content marketing, and our tips to help you gain the most value from the platform.

Q1: At a high level, what is Google Analytics and what do you commonly use it for in content marketing?

Google Analytics is a tool that tracks website data, helping content marketers understand how many people visit their website, how those visitors got to their site, and what content those visitors read (just for starters).

A1: Google Analytics is a tool to track website data – things how many people visit your website, what they’re looking at, where they came from, and what they do once they’re on your website. It’s incredibly powerful for understanding trends and content performance! #ContentChat https://t.co/0DjHEEGqhf
— Karen Hopper got vaxxed and so should you 💅 (@nochillfilter) January 24, 2022

A1: Google Analytics is a platform that allows content marketers to see what content is most read, and where those readers are coming from. It can also help you understand what topics are driving conversion. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 24, 2022

A1: GA is a website data tracking tool. It allows you to see the volume and type of traffic coming to your site and what those users do once they reach your content. #ContentChat
— Melanie Graham (@WriterGirlMel) January 24, 2022

A1. The definition! Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. #ContentChat
— Shruti Deshpande (@shruti12d) January 24, 2022

Google Analytics can help validate your content direction and ensure you’re creating content that is focused on your audience’s needs.

A1b: I use it to make sure the content is having the intended purpose, whether that’s building an engaged reader base, generating leads, or converting sales! Just a few little things. 🙂 #ContentChat
— Karen Hopper got vaxxed and so should you 💅 (@nochillfilter) January 24, 2022

Q2: How can content marketers get started with Google Analytics? What initial steps should they take?