Content Creation

4 Steps To Start A Smart Guest Blogger Program

May 22, 2019 by Erika Heald Leave a Comment

Blogs are increasingly important to companies for lead generation and nurturing. HubSpot even found that 55% of marketers say blog content creation is their top inbound marketing priority.

With growing content needs, marketers may be inclined to invite guest bloggers to contribute content, thinking it will save time and fill a content gap. Although guest bloggers are a great option that can yield tremendous value for your brand, they are not right for every blog, and they can be more resource-intensive than you think.

If you’ve been considering a guest blogger program, use these four steps as the foundation to assess if your blog is ready for guests, and how to get your guest blogger program off to a good start:

May 13, 2019 Content Chat Recap: Making The Most Of Your Long Form Content

May 16, 2019 by Alek Irvin Leave a Comment

As attention spans seem to decrease each day with the rise of short-form content that’s easy to consume on the go, content marketers may question whether to continue investing in long-form content. The short answer: yes, long-form content still plays a key role in sales enablement and for a myriad of general brand development reasons, and you cannot afford to not invest in long-form content. You can, however, channel your resources more effectively.

In this #ContentChat, Kristen Hicks (@atxcopywriter), a freelance content marketing writer, explains what long-form content is, when it should be gated content, and how to get the most value from your long-form content to best meet the needs of your audience.

Q1: Let’s start with a definition. What is long-form content, and what kind of long-form content are you currently creating?

Most of our community members are creating long-form content, but opinions vary on the definition of longform content.

Q1: Let’s start with a definition. What is long form content, and what kind of longform content are you currently creating? #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 13, 2019

Anything at least 1,000 words is a safe bet for being long form, since that allows enough space to dive deep with a topic.

A1: This is one of those terms where definitions can definitely vary! I consider anything over 1,000 words longform. It’s any written content that really gives you room to go in depth and cover a topic in detail. #contentchat
— Kristen Hicks (@atxcopywriter) May 13, 2019

I agree with this definition. For me, long-form content is anything over 1,000 words that is an in-depth look at a topic. #ContentChat https://t.co/JN0USkYhCz
— Erika Heald | Marketing Consultant (@SFerika) May 13, 2019

Emphasis on the at least above. Many pros (and some research supports) that long form can be well past 1,500 words.

Why do you say 1,000 words? That seems short to me. I would have said twice as much. Not doubting you — just curious. #ContentChat
— David Simanoff (@dsimanoff) May 13, 2019

That’s the minimum, in my opinion. Often, longform is quite a bit longer. But anything under 1,000 is my cutoff. #contentchat
— Kristen Hicks (@atxcopywriter) May 13, 2019

A1: I would say that long form is 2,000+, but that it also depends #contentchat
— Kylee Grace Schmuck (@KyleeSchmuck) May 13, 2019

A1: I would define long term content as longer than 1000-1200 words. For my reference, I think of an update on Linked as short-form (up to 1200-1300 words) & anything longer would be consider more long form. Use long form on my blog or instance where I need to detail #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) May 13, 2019

A1: I Googled for an “authoritative answer. Is that cheating? #contentchat https://t.co/0CbAYpQW2G
— Jennifer L. Dawson (@JLDContentQueen) May 13, 2019

Long-form content can take many forms. Blogs, e-books, whitepapers, case studies and testimonials are common assets that will be long form.

A1: My long-form content creation is often blog posts, but I do a good amount of ebooks and white papers as well. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 13, 2019

A1 pt. 2: Most of my clients are primarily using longform for blogging, as a way to improve SEO. Although I do sometimes work on downloadables like ebooks as well. #contentchat
— Kristen Hicks (@atxcopywriter) May 13, 2019

A1. I’m mainly into writing long-form blog posts that are actionable. Have worked on some eBooks too, though those weren’t client-related work. #ContentChat
— Masooma // Content Writer (@inkandcopy) May 13, 2019

A1: Long form content goes more “in-depth” on a chosen topic. My clients usually ask for long form content when they want to improve their SEO. I have also worked on case studies and eBooks that were meant as freebies. #contentchat
— sam stevens (@samkickboxes) May 13, 2019

A1: long-form content is exactly what it sounds like, longer (in terms of word count, pages, time, etc) and often more in-depth content. Examples include white papers, e-books, case studies & testimonials (both written and on video). We make all of these. #contentchat
— Brafton (@Brafton) May 13, 2019

A1.
For us long form content
is content that is around
1000+ words or longer.
We create long form
content at here at #BentleyU.
-research
-case studies
-newsroom articles
-Op-eds
-etc. #ContentChat
— Bentley University (@bentleyu) May 13, 2019

Long-form content isn’t exclusively digital. Print media is a valid avenue to explore, including printed booklets.

Are we including print? Admittedly, I’m so single-mindedly web focused… #contentchat https://t.co/QExMMI0Znt
— Jen Brass Jenkins (@chrliechaz) May 13, 2019

ALWAYS include #print. Or at least consider it.
Re-purposing a eBook or whitepaper into a printed booklet that gets mailed is probably the best way to get your content noticed.. and read.
#ContentChat
— Tod Cordill (@todcordill) May 13, 2019

I’d add repurposing a presentation deck and script into a piece of long-form content is also a solid move. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 13, 2019

Love that you’re still thinking direct mail. I’ve had some great results with EDDM that I can’t replicate on digital. #contentchat
— John Cloonan (@johncloonan) May 13, 2019

May 6, 2019 Content Chat Recap—Community Conversation: The Importance Of Going Outside Your Comfort Zone And How To Do It

May 9, 2019 by Alek Irvin Leave a Comment

It’s human nature to seek order in this chaotic world, especially when it comes to work. Professionals in any industry develop routines that bring stability their day-to-day work, creating a comfort zone.

The problem for content professionals, though, is that staying in this comfort zone can stifle creativity and limit a professional from finding the best way to engage their audiences.

In this #ContentChat community conversation we explore ways and reasons why to break free from these molds. Don’t worry, it’s not as scary as you may think.

Q1: Raise your hand if you sometimes get into a bit of a rut when it comes to having creative content ideas.

Q1: Raise your hand if you sometimes get into a bit of a rut when it comes to having creative content ideas. #contentchat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019

All of our voters experience hurdles in generating creative content ideas. The specific reasons may vary, but it’s often because we develop tunnel vision and focus on completing tasks in tried and true ways.

A1: like everyone, when I get really focused on the everyday getting stuff done, it can become difficult to come up with content ideas that aren’t the same-old-same-old. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 6, 2019

A1: This happens at times…take a break and allow yourself some time away to recharge and reflect when needed #ContentChat!
— Bernie Fussenegger #Digital360Chat (@B2the7) May 6, 2019

A1: This happens to me all the time, especially if I’m working on multiple assets for a large campaign. It can get repetitive. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) May 6, 2019

A1: ALL THE TIME!!! Which is why having communities like THIS are so helpful. #contentchat pic.twitter.com/LKcGgizC2C
— christine gritmon✨#SMWL19✨#SMDayHOU (@cgritmon) May 6, 2019

April 15, 2019 Content Chat Recap: How To Create Interesting Content On “Boring” Topics And For Conservative Industries

April 23, 2019 by Alek Irvin Leave a Comment

Every marketing or content professional has faced the dreaded task of exploring a topic that they consider to be “boring.” Regardless of skill or industry experience, it is incredibly onerous to discuss something that feels so innately unimportant, and it’s easy to get caught up in negative emotions against said topic (and whichever boss or client suggested it).

The thing is, very few topics are actually boring. It’s the way that professionals approach them that makes the topic boring.

In this #ContentChat, Caitlin Kinser (@CaitlinMarie89), social media and digital content manager at the American College of Sports Medicine, discusses how you can turn any “boring” topic into something fun for your audience (and also protect your mental wellbeing in the process).

Q1: What makes for a “boring” content marketing topic?

Boring is in the eye of the beholder. Anything can be seen as boring if you don’t think your industry, product or service is entertaining. Or, you may find something boring if you’ve been in a certain role or industry for a while.

A1: Most “boring” comments come from those who feel that their industry or product/service lacks flair. These folks feel the struggle to develop content that is creative or entertaining. #ContentChat https://t.co/xswlQSgY1e
— Caitlin Kinser (@caitlinmarie89) April 15, 2019

I agree and I’d add on that sometimes when you’ve worked in an industry, or in the same role at a company for a long time, things can start to feel a bit stale like everything has been done before. #ContentChat https://t.co/gHHEFdPWUm
— Erika Heald | Content Marketing Consultant (@SFerika) April 15, 2019

Content can also seem “boring” if it is written for internal stakeholders and their needs/vision for a piece, instead of written for the target audience and their actual needs.

A1: Content that is clearly written for the internal audience and not the target audience – I also find that more technical material is boring but that is because I’m not the audience. #ContentChat
— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) April 15, 2019

This is an excellent point, Bernie! Content becomes boring when it’s not directed at the correct audience! When I was working at a small agency, I was continually needing to remind business owners that they don’t have the same content interest as their customers! #ContentChat https://t.co/3IQXjB6Cnl
— Caitlin Kinser (@caitlinmarie89) April 15, 2019

A1 what you think people WANT to hear vs what you are in a unique position to say. #contentchat
— Paula Kiger (@biggreenpen) April 15, 2019

Other red flags include a lack of direction, examples or imagery, or if the content does not provide anything new or unique.

A1: This is a hard question! Any topic can really become boring if it’s not explained well, informed with good examples, imagery, etc. But i think most often, topics that are too narrow and not widely applicable can be a huge bore. #contentchat
— Brafton (@Brafton) April 15, 2019

A1: Irrelevancy, no insights, no takeaways, no strategy, and no direction. If the content serves virtually no purpose or doesn’t say anything new, then it’s a boring (and possibly frustrating) topic for your audience and should not be written. #ContentChat
— Patrick Delehanty (@MDigitalPatrick) April 15, 2019

A1 Is it a topic that anyone can write about? Is it “evergreen”? Then it has the *potential* to be boring. #contentchat
— Martin Lieberman (@martinlieberman) April 15, 2019

A1
Something that’s already been done, done, done with no new angle (AKA old news) #ContentChat
— IMP-SF (@IMPSFengage) April 15, 2019

A1: Agree with others, sometimes boring = overdone. Any topic can be fun – you just have to add some creative elements to it. #contentchat
— Amy Higgins (@amywhiggins) April 15, 2019

But, as we’ll explore today, almost any topic can be entertaining if approached the right way.

A1/2: Today I’m looking forward to sharing tips on how to identify the aspects of your business that will allow you to connect with your audience in a meaningful way! #ContentChat
— Caitlin Kinser (@caitlinmarie89) April 15, 2019

A1: There’s no such thing as a boring topic as long as the presenter is passionate about the subject they are writing about. Passion speaks volumes. #ContentChat
— The Karcher Group (@KarcherGroup) April 15, 2019

A1: Any topic can be wrapped in a ‘boring’ package. A topic itself is a blank canvas that can be dressed up in as interesting a palette as we choose! Adding a unique perspective, an interesting content format, or adding design/images/etc. can spice up any topic #contentchat
— PathFactory (@pathfactory) April 15, 2019

March 11, 2019 Content Chat Recap—Community Conversation: How To Repurpose and Reuse More of Your Content

April 1, 2019 by Alek Irvin Leave a Comment

As a content creator, it can be easy to slip into a pattern of churning out new, single-use content left and right. The trouble with this approach is that it is resource intensive and could muddy the larger picture of the work you’re creating.

A great content strategy recognizes the importance of repurposing and reusing content, inviting your audience to explore your work in new ways, and creating a cohesive brand experience across channels.

In this #ContentChat community conversation, we discuss ways for you to make the most out of your content, and why you should plan to use your content at least three different ways.

Q1: Is upcycling, recycling, or repurposing content currently part of your social media and content marketing plans?

If repurposing your content isn’t part of your plans, it should be. Nearly every piece you create can and should be repurposed, and you can optimize a project from its start to ensure you can take it a few directions.

A1: I plan for recycling/repurposing my content with every editorial calendar or content map I work on. #ContentChat https://t.co/qO4LKagXfV
— Erika Heald | Content Marketing Consultant (@SFerika) March 11, 2019

A1 I don’t know that we give it a label, but whenever we create content, we think about the multiple ways we can use it. #contentchat
— Martin Lieberman (@martinlieberman) March 11, 2019

A1: Yes, yes, and yes. When I’m creating content for any platform I’m always thinking of ways to repurpose and reuse that content in other platforms.
Make your words work for you!#ContentChat https://t.co/OmObup1blF
— Kathryn Lang (@Kathrynclang) March 11, 2019

A1: Recycling, re-optimizing, and repurposing content are a very important part of our social media plans these days! #ContentChat
— Brafton (@Brafton) March 11, 2019

A1: Repurposing content is always at the back of my mind… the easiest way to make your marketing efforts more valuable is to produce them in such a way they can be repurposed effectively. So it’s more of a strategy than it is part of the plan if that makes sense? #ContentChat
— Derek Pillie (@derekpillie) March 11, 2019

A1: Yep, repurposing content NEEDS to be part of your plans. Why create it to only use it once? #contentchat
— Michelle Garrett (@PRisUs) March 11, 2019

A1. Yes, I recommend and try to repurpose content all the time.
I do a bit of guest blogging where they like short form content. I’ll sometimes expand it into long form content and post it to my own blog. I also plan to combine some into long form. #ContentChat
— Tod Cordill (@todcordill) March 11, 2019

Note the importance of a quality repurpose. There’s no value to your audience if your “repurpose” is just a copy/paste across platforms. We’ll explore some examples later.

A1. Repurposing and recycling content? Absolutely, provided it’s done expertly and not just a copy-and-paste job. I try to get as much use out of what I’ve prepared, and what other people on my team have done. #contentchat https://t.co/VM9jdNfOVl
— David Simanoff (@dsimanoff) March 11, 2019

Live by John’s mantra: If you haven’t used one piece of content three times, you’ve wasted it.

A1: Always has been, always will be. My mantra for any one piece of content is that if you haven’t used it three times, you’ve wasted it. #contentchat
— John Cloonan (@johncloonan) March 11, 2019

November 19, 2018 Content Chat Recap: Building an Effective Guest Blogging Program

November 25, 2018 by Alek Irvin Leave a Comment

Running a blog can quickly become resource intensive, especially if your team hasn’t first taken the proper planning steps. Scrambling to push out content, some teams may default to inviting guest bloggers to fill the content gap. While this can be a great idea, it’s not the best for every blog, and not every guest blogger is a fit for your brand.

In this #ContentChat, we explore how to tell when your blog is ready for guest bloggers, and how to approach the relationship.

As we gather for #ContentChat please introduce yourself and share your experience with guest blogging.
— Erika Heald | Content Strategy (@SFerika) November 19, 2018

Q1: When is a blog ready to start inviting guest bloggers to contribute?

Your team first needs to develop the objectives and goals for your blog before you can bring on guests (we explored how to start your planning in this content chat). Also, ensure you have an established brand voice to find contributors that complement this.

A1: Everyone hates this answer, but, it depends. Specifically, it depends on the objective and goals you have for your blog. For most of my/client blogs, I’ve waited until the site had a well-defined editorial voice before inviting guests. #ContentChat https://t.co/1IYNGsSS3I
— Erika Heald | Content Strategy (@SFerika) November 19, 2018

A1. Once you have a clear voice, message and direction for your blog. It’s important to really establish the mission of the blog before inviting others to contribute or else it feels all over the place! #contentchat
— MeetEdgar (@MeetEdgar) November 19, 2018

A1: A blog is ready for guest bloggers when it has defined it’s voice and brand so it knows what guests will be a fit.#ContentChat https://t.co/rtTxfMUqB1
— Kathryn Lang (@Kathrynclang) November 19, 2018

Double check your blog traffic to make sure that you are already meeting your goals and that there is a value for any guest contributors.

It definitely does. After all, have you really defined and honed your editorial voice if no one is engaging with your content? #ContentChat
— Erika Heald | Content Strategy (@SFerika) November 19, 2018

A1: I guess the answer really depends on the blog or site and what the goals are for that blog. Does it have a good following and how are they promoting of the blogs/content out to other channels? Plus, is the blog content of interest to others to want to contribute? #ContentChat
— Bernie Fussenegger 🐝✌️the7️⃣ (@B2the7) November 19, 2018

A1b: However, we also need to look at it from the guest blogger’s POV. If you have a domain authority of 1, for example, what’s in it for the blogger? #ContentChat
— Erika Heald | Content Strategy (@SFerika) November 19, 2018

To make a long story short, Tod recaps it well:

Lessons learned on #ContentChat: A blog is ready for guest bloggers when it has:
(1) Defined Goals,
(2) Defined Audience,
(3) Defined Voice and POV, and
(4) Traffic that interests guests.
— Tod Cordill (@todcordill) November 19, 2018