Content Creation

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

August 20, 2018 Content Chat Recap: The Perils of Ghostwriting and How to Overcome Them—Freelance Writer Edition

August 27, 2018 by Erika Heald Leave a Comment

In the second part of our #ContentChat series on ghostwriting, we talked with Brett Pucino (@BPucino) on the ins and outs of being a freelance ghostwriter. If you missed the first chat, check out the recap of the in-house ghostwriter edition.

Q1: For those not familiar with it, what is freelance ghostwriting? What kind of things are you writing, and for whom?

Freelance ghostwriting is when you write content that appears under a client’s name, typically for executives or public figures.

A1: Freelance ghostwriting is anytime you write for a client that puts their own name on the piece (or that of someone in the company). What you write depends on the client and how involved the named person is in content creation varies #ContentChat
— Kristen Hicks (@atxcopywriter) August 20, 2018

A1: Freelance Ghostwriting is writing content for someone else, but working for yourself. I write anything from blog posts to memoirs. Clients vary. Web content clients are biz execs or entrepreneurs. Book clients are usually politicians, biz or spiritual leaders #ContentChat
— Brett Pucino (@BPucino) August 20, 2018

A1: There are many different intangibles, but essentially, someone doesn’t have time to write something really good (or detailed), so hires someone else to capture his or her voice and put it in print or online. #ContentChat pic.twitter.com/Zrl46PwH0o
— Shawn Paul Wood (@ShawnPaulWood) August 20, 2018

A1. I personally freelance ghostwrite blogs and articles for several customers including an orthodontist, a business coach, someone in the wellness space, & a neurosurgeon (scary huh?) 🙂 #ContentChat
— Christina Hager (@ChristinaMHager) August 20, 2018

Freelance ghostwriting happens for pretty much every type of content you can think of.

A1: As a freelance ghostwriter, I’ve written blog posts, e-books, presentations, online courses and social media content for a range of execs and industries. #ContentChat https://t.co/n20Al05GXY
— Erika Heald | Marketing Consultant (@SFerika) August 20, 2018

A1: Freelance ghostwriting is white-labeled content creation for blogs, websites, articles, white papers, and other content venues where your writing is attributed and credited to a different author. #ContentChat
— Jacques Bouchard (@jacquesbouchard) August 20, 2018

[Read more…] about August 20, 2018 Content Chat Recap: The Perils of Ghostwriting and How to Overcome Them—Freelance Writer Edition

August 13, 2018 Content Chat Recap: The Perils of Ghostwriting and How to Overcome Them—In-house Writer Edition

August 27, 2018 by Erika Heald Leave a Comment

If you think all those executives whose names you see on OpEds and contributed articles across the web all actually wrote the pieces their bylines appear on, it’s time to introduce you to the in-house ghostwriter. In this week’s #ContentChat we talked about the challenges of being an in-house ghostwriter with Martin Lieberman (@martinlieberman).

Q1: For those not familiar with it, what is ghostwriting in a company setting? What kind of things are you writing, and for whom?

Ghostwriting is helping a subject matter expert express their ideas by pairing them with a professional writer.

A1 Ghostwriting is, basically, translating execs’/SMEs’ expertise and POV, and our company messaging, into blog posts, white papers and other external-facing content. I do that, and also ghostwrite social media posts and internal emails for our senior leaders. #contentchat
— Martin Lieberman (@martinlieberman) August 13, 2018

A1: Internal ghostwriting often comes in the form of supporting internal thought leaders. It can range from white papers to social media updates to internal talks about the direction of the company. This can be for sales people, HR leaders or CEOs… really anyone. #contentchat
— Maureen Jann (@SuperDeluxeMo) August 13, 2018

A1a: In a perfect world, being an in-house ghostwriter means you collaborate with company leaders to craft compelling content and communications. #ContentChat https://t.co/N926IP5uTv
— Erika Heald | Marketing Consultant (@SFerika) August 13, 2018

A1b: In the less awesome cases, you are someone fielding requests such as “write me a blog post on Topic X and some Tweets” and crafting content from scratch that someone else’s name goes on. #ContentChat https://t.co/V3e000ywzG
— Erika Heald | Marketing Consultant (@SFerika) August 13, 2018

A1 Yes, but I would add: writers “interpret” (give context) and/or “harmonize” thoughts of senior leaders (make them sound better). Not just in social media, but via speeches, etc. #contentchat https://t.co/CHOQWlWmQy
— Judy Gombita (@jgombita) August 13, 2018

August 6, 2018 Content Chat Recap: So You Want to Be a Freelance Content Creator

August 13, 2018 by Erika Heald Leave a Comment

This week’s #ContentChat was all about the ins and outs of being a freelance content creator. We had 10 quick prepared questions, covering things I think every freelancer needs to know, and then opened up the conversation for a freelancer ask-me-anything. Have a question about freelance content marketing work that I didn’t cover here? Ask me your question in the comments! In addition to having been a freelance #B2C and #B2B content creator throughout my career, I’ve also hired and managed a number of freelancers throughout the years. So feel free to ask me questions from either perspective.

Freelance FAQs

Q1: I want to freelance in the same field as my current job. What do I need to know before I get started?

Take a look at your current employment contract.

A1: Make sure you understand your current work contract. Some employers prohibit you from moonlighting in the same role or industry, while others allow it but only if you receive prior written permission. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) August 6, 2018

As I understand it, this is the way it is for me. The problem I’ve had is never getting clearance to do any freelancing — even outside the industry. #ContentChat
— Jason Webb (@JasonLWebb) August 6, 2018

A1 Keep. Your. Job. In your free time, try to find a client or two, and then a few. Also: make sure that your manager is OK with you freelancing. #contentchat
— Ken Gordon (@quickmuse) August 6, 2018

A1: One thing I’d say is that sometimes you can convince your employer to hire you back as a freelancer. #contentchat pic.twitter.com/N328PXaKng
— Michelle Garrett (@PRisUs) August 6, 2018

Identify a content creation gap only you can fill. Do your homework!

A1: Where are the gaps in your field? Your freelancing should fill those soundly. That’s instant differentiation among the competition (those bums). #ContentChat pic.twitter.com/foGz7IFEgh
— Shawn Paul Wood (@ShawnPaulWood) August 6, 2018

A1. Commit to begin, and research the how’s and why’s of what opportunities and put a plan in place. Get busy! #ContentChat
— Dr. Dorrie Cooper (@sittingpretty61) August 6, 2018

Yes! Keep an eye on those job listings that linger or keep coming back up. What are those really hard-to-fill roles that you can help with? #ContentChat https://t.co/KdXucL5B5F
— Erika Heald | Marketing Consultant (@SFerika) August 6, 2018

A1: Can you validate your services offering with anyone currently in your network? #ContentChat
— Holly Miller | Marketing & Content Strategy (@millertime_baby) August 6, 2018

Not everyone is cut out for the freelance life. Ask yourself these questions to assess your readiness.

A1: Ask yourself, is your there a need for your job? Can you work outside of an office? Do you have a strategy? #ContentChat
— Brandie McCallum (@lttlewys) August 6, 2018

July 16 Content Chat Recap: The Role of SEO in Content in 2018

July 21, 2018 by Erika Heald Leave a Comment

During our mid-year check-in, #ContentChat participants asked for additional conversations on SEO. This week we held the first of those conversations, with special guest, Emilie Moreland (@writtenbyemilie). Here’s what we covered.

Q1: Why is it important for me, as a content marketer/creator to pay attention to SEO?

Most content is consumed thanks to a search engine query. SEO is what ensures your content will be served up.

A1: If you write anything for the web, SEO should play a role in it. I saw a stat recently that over 90% of online sessions begin with a search engine. If you don’t show up in these search results, users won’t know you exist. #ContentChat 1/2
— Emilie Moreland (@writtenbyemilie) July 16, 2018

A1: Another statistic worth noting from @HubSpot is that 75% of users never look past page 1 of SERPS. If you don’t pay attention to SEO, you have little chance of showing up there. And with the growth of mobile search, this trend is likely to increase. #ContentChat 2/2
— Emilie Moreland (@writtenbyemilie) July 16, 2018

SEO is the key to content distribution.

A1 #SEO isn’t really that important for content creators….unless you want your content found and read by your target audience. #ContentChat
— Bill Skowronski (@BillSkowronski) July 16, 2018

A1 To get found!!! If you need people to read your content you need to be where they are looking and #SEO will get you there…#ContentChat
— Shruti Deshpande (@shruti12d) July 16, 2018

A1 Do you want the content you create to be found? Then you should pay attention to SEO. Just that simple. #contentchat
— Martin Lieberman (@martinlieberman) July 16, 2018

SEO allows you to measure content performance and success.

A1: It’s how we measure the success of our content. But a topic I continue to find challenging. #contentchat
— Michelle Garrett (@PRisUs) July 16, 2018

A1: SEO is important for discovery of your answers to the questions of your intended audience. #ContentChat https://t.co/WRyNw7jexV
— Amy Higgins (@amywhiggins) July 16, 2018

A1: As a content creator you should know the impact your content can have on inbound traffic via search. Write with that in mind, keep keywords in mind, and keep up the volume and quality. #contentchat
— Josh McCormack (@joshmccormack) July 16, 2018

SEO is how you own your content traffic.

A1: You can “rent” traffic by purchasing advertising that drives attention to what you write, but you can “own” traffic” when you pay attention to SEO because that will dictate how people find your content long-term. #ContentChat
— Derek Pillie (@derekpillie) July 16, 2018

SEO helps you attract your ideal audience to your content.

A1: You want as many eyes on your content as possible…as many of the RIGHT eyes, that is! The better your SEO, the higher the chance of your target audience finding your content and entering your funnel. #ContentChat
— Caitlin Kinser (@caitlinmarie89) July 16, 2018

Q2: Are SEO & content competitors? Doesn’t a focus on SEO conflict with my ability to create great content?

What’s good for content marketing is also good for SEO.

A2: In 2018, I don’t think they are. Google is no longer solely scanning for keywords and links, but looking at the whole topic, UX, UI, supplementary content, quality of the content (and writing itself). Therefore, what is good for content is also good for SEO. #ContentChat
— Emilie Moreland (@writtenbyemilie) July 16, 2018

A2: It can feel like #contentmarketing and #SEO are frenemies but only when you are dealing with outmoded, keyword-stuffing notions of how to do SEO. #ContentChat https://t.co/c82Jkuzqfx
— Erika Heald | Marketing Consultant (@SFerika) July 16, 2018

SEO helps your ideal audience self-select for the right content at the right time.

A2a. Nope! Great content is relevant to what people are looking for. SEO helps them determine whether your content is relevant by answering their questions in language that makes sense to them. #ContentChat https://t.co/sBaxQT3wkn
— Carmen Hill (@carmenhill) July 16, 2018

A2: I think the divide between “SEO” & “Content” is not as wide as many perceive it. Search engines want to serve up content that is relevant to their searchers. Writers will create content that talks about what the subject is. SEO Makes the connection between them. #ContentChat
— Derek Pillie (@derekpillie) July 16, 2018

A2b. SEO & creativity are not mutually exclusive. I believe good writing is about understanding your reader and serving them with clarity, style and grace. #contentchat
— Carmen Hill (@carmenhill) July 16, 2018

SEO and content marketing can be BFFs, but it takes some work.

A2: No, but they can take careful collaboration. Ex.: If you want video content, you’re going to have to make allowances for text in order to have good SEO. Both content & SEO should focus on user intent, but the technical nature of SEO MUST be addressed. #ContentChat
— Rebekah Meyer (@RebekahLMeyer) July 16, 2018

A2b I do think that writers who have more of an analytical mindset find SEO concepts less challenging than writers with a more creative mindset because there is this perception that SEO restricts the creativity of the content creator. #ContentChat
— Derek Pillie (@derekpillie) July 16, 2018

Q3: Fine. There’s no getting around the importance of #SEO for #contentmarketing. If I’m an experienced writer but new to SEO. What do I need to know?

Start by involving your internal content creators.

A3. Know there are plenty of experts (your internal marketing team, or people who will consult) and tools (free!) that can help you. Check blogs, play with Google’s adwords tool, etc #contentchat https://t.co/L9mAV2IQDO
— allison ryder (@allisonryder) July 16, 2018

Aim for the long-tail search.

A3: That 50% of search queries are four words or longer. #ContentChat
— Leah Hunt (@Leah_Hunt_PR) July 16, 2018

The better you know your content audience, the better performing your SEO.

A3 A deep understanding of your target audience’s needs, search terms and your own brand’s existing content is a good place to start. #ContentChat
— Bill Skowronski (@BillSkowronski) July 16, 2018

Get friendly with the relevant metadata.

A3: There is a lot to learn so take one piece at a time. Start with the basics and learn how to optimize the metadata and content on a page. Prioritize 10 pages, then measure the impact. Once you positively impact these pages, make a plan to optimize more broadly. #ContentChat
— Emilie Moreland (@writtenbyemilie) July 16, 2018

Where you use your keywords is just as important as how often you use them.

A3: Where you use keywords in your content is as important as how many times you use the keywords. For a keyword to make an impact, you’ll want it in the URL, headline, and a subhead in addition to the body copy. And don’t forget the image alt text! #ContentChat https://t.co/yuQx9i06fZ
— Erika Heald | Marketing Consultant (@SFerika) July 16, 2018

SEO connects your content.

I like the “SEO as a connection” concept.
Th/ere are many more uses for content past the Awareness stage that search engines help with. #Content uses:
– Awareness
– Nurturing propects
– Sales Enablement
– Onboarding
– Ongoing relationship building #contentchat https://t.co/djLGT9usKA
— Tod Cordill, MBA (@todcordill) July 16, 2018

Invest in keyword research.

A3: Make sure that your keywords are the “right” keywords. Pull your website analytics and google adwords results to understand what search terms people are associating with your brand and then look for areas for growth. #contentchat
— Caitlin Kinser (@caitlinmarie89) July 16, 2018

A3. I think the hardest thing, whether you’re new to SEO or not, is determining what the keywords/phrases should be. You have to express things as the audience would, not the way your product positioning is worded. Connecting those dots comes later, in your content. #ContentChat https://t.co/hu8x4I5g91
— Carmen Hill (@carmenhill) July 16, 2018

A3: you need to know what people are searching for & what content you have that meets their needs. Export your Queries from Google Search Console. Export your top 10 Landing Pages in Google Analytics. Evaluate your content and what’s ranking to improve your top pages #Contentchat
— Holly Miller | Marketing & Content Strategy (@millertime_baby) July 16, 2018

Treat Google like a reader—not your robot overlord.

A3: I vote to go for the long view- where is Google at on the spectrum of understanding language… and where it’s going. As a word person, I can adapt my language to my reader. Even if one of my readers is Google. I just have to understand it. #contentchat
— Rebekah Meyer (@RebekahLMeyer) July 16, 2018

I love the idea of thinking of Google as another reader your content needs to address, versus seeing them as the master gatekeeper you are trying to convince to let your content pass. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) July 16, 2018

Be prepared to test and learn what works for you from an SEO standpoint.

A3 I like the idea of targeting one page/section/strategic objective at a time and building around that and evaluating your progress. Just remember that SEO magic doesn’t usually happen overnight! Patience and discipline are critical. #ContentChat
— Derek Pillie (@derekpillie) July 16, 2018

Q4: How many keywords is too many keywords to try to optimize a page of content for?

Keyword stuffing is bad—don’t do it!

A4: Bottom line: Keyword stuffing is bad. There is no hard and fast rule about how many keywords a page can be optimized for, but it needs to read naturally. Your keywords should blend into your words, not stick out saying, “KEYWORD HERE! KEYWORD HERE!” #ContentChat 1/2
— Emilie Moreland (@writtenbyemilie) July 16, 2018

Target your keywords.

A4: Keywords in online articles are like hashtags in tweets–keep them focused and targeted. Focus in on one keyword/phrase that you want to optimize and then support with a few others that are other ways people might search for that main topic. #ContentChat
— Caitlin Kinser (@caitlinmarie89) July 16, 2018

A4: Any more than is necessary to adequately discuss the topic at hand. Google knows how to recognize synonyms and related keywords, so using a specific keyword a bunch is no longer important #contentchat
— Kristen Hicks (@atxcopywriter) July 16, 2018

Optimize your content by topic not keyword.

A4: Pages should actually be optimized for a topic now, as opposed to a keyword. Keywords are still important, but the point is to take user intent and context into account as well. Don’t just blindly use a keyword because it has a high search volume. #ContentChat 2/2
— Emilie Moreland (@writtenbyemilie) July 16, 2018

Q5: How do I keep my SEO optimized content to still sound like it was written for people and not robots?

Hire an experienced, creative professional writer who understands SEO.

A5: This is where creativity has to step in. It’s worth it for brands to hire a quality, talented writer (or multiple writers) to make this content as engaging as possible. It’s simply the truth that not everyone can write great content that it also optimized. #ContentChat
— Caitlin Kinser (@caitlinmarie89) July 16, 2018

Treat those keywords as a guideline, not an iron-clad rule.

A5: I suggest you begin by letting your keywords guide your topic, not dictate the words you will use. Then go back and see if it makes sense to add specific words in that weren’t included on the first pass. #ContentChat
— Emilie Moreland (@writtenbyemilie) July 16, 2018

A5 This is why they pay us. I usually write for tone and effectiveness first, then try to make sure H1 and a few other places support the topic, but it’s kind of an art IMHO #ContentChat
— Dan Goldberg (@Jonas419) July 16, 2018

Make sure to write for your personas—not the robots—first and foremost.

A5 I think it’s important that you don’t treat GoogleBot or BingBot as a persona. I agree with @writtenbyemilie that you should edit your document with an eye for SEO keyword opportunities after its been written with your customer personas in mind. #ContentChat
— Derek Pillie (@derekpillie) July 16, 2018

Q6: Should I just hire someone to manage SEO? Or do I need to have all my content creators understand and optimize for it?

It’s important to have in-house SEO expertise.

A6: If you have the budget for it, someone with SEO expertise in the company is ideal because there are on-page and off-page factors to consider. Either way, it is best that all writers have at least a basic understanding of how their content should be optimized. #ContentChat
— Emilie Moreland (@writtenbyemilie) July 16, 2018

A6. Probably depends on the size of your company/team. If you’re putting out content that needs to be found through organic search, a dedicated resource might help. Either way, everyone should know basic best practices IMO. #contentchat
— allison ryder (@allisonryder) July 16, 2018

A6 Totally a question of company type/size, budget and staff. As @RebekahLMeyer said earlier, just don’t expect someone to apply magic dust on your garbage pile and turn it into #SEO gold. #ContentChat
— Bill Skowronski (@BillSkowronski) July 16, 2018

It can be helpful to have an external SEO strategy specialist.

A6: Both. Or at least, there should be someone thinking about SEO at the strategy level, along with content creators knowing at least the basics #ContentChat
— Kristen Hicks (@atxcopywriter) July 16, 2018

A6: Some balance of both if possible. Anyone creating content should have an understanding of how SEO works, so that an SEo specialist doesn’t need to re-create every piece of content for your site. #ContentChat
— Caitlin Kinser (@caitlinmarie89) July 16, 2018

A6 If you have a writing team it might be good to have an SEO strategist involved with the editing process. Writers should know about SEO but my if you force a change on a writer’s style they tend to rebel. Find a path that makes sense and produces the best result. #ContentChat
— Derek Pillie (@derekpillie) July 16, 2018

Q7: Today’s #SEO must-do is tomorrow’s Google penalty. How do I keep up with the latest and greatest SEO tactics?

Keep a focus on content relevance. Relevant content will never be penalized.

A7: Create content for your audience and focus on relevance. Those have always been the most important things for SEO. But also keep an eye on SEO trends over time so you know when and how to tweak your strategy. #Contentchat
— Kristen Hicks (@atxcopywriter) July 16, 2018

A7 Relevant content is absolutely key to #SEO and so make the connection with the audience via your content..This will never be penalised #ContentChat
— Shruti Deshpande (@shruti12d) July 16, 2018

Don’t chase SEO gimmicks—stay the course.

A7: Don’t go chasing waterfalls. Stick to the rivers and the lakes that Google tells you to.
Real talk: any legit tactic won’t be penalty bait tomorrow. Just don’t be fooled by the get-rich-quick SEO schemes out there. That’s then you set yourself up for danger. #ContentChat
— Rebekah Meyer (@RebekahLMeyer) July 16, 2018

Keep an eye on SEO industry publishers like these:

A7: SEO does change rapidly and there is so much info out there that it can be overwhelming. I find that following a couple of knowledgeable blogs is a good way to keep up.
A couple of my favorites: @Moz @Searchmetrics #ContentChat
— Emilie Moreland (@writtenbyemilie) July 16, 2018

This post can also help 😉 (at least for now) https://t.co/HeDIB5SyD9 #contentchat
— Kristen Hicks (@atxcopywriter) July 16, 2018

A7: Read, read, read! Follow the business blogs of sites like Google, Facebook and Twitter; Sign up for email newsletters; Be active in LinkedIn groups. It’s your own responsibility to take your continuing education seriously. #ContentChat
— Caitlin Kinser (@caitlinmarie89) July 16, 2018

June 18, 2018 Content Chat Recap: Editorial Idea Prompt Exchange

June 24, 2018 by Erika Heald Leave a Comment

Ah, Summer. That time of year when all you can think about is getting out of the office and enjoying the nice weather (unless you live in San Francisco, which has its nice warm weather in February. But I digress.) Because we know this is the time of year it can feel overwhelming to try to come up with content ideas, we held our first ever #ContentChat editorial idea prompt exchange. If you are looking for ideas for your Summer editorial plan, we’ve got you covered.

Q1: I’m just starting out with content marketing. What are some ideas for great editorial ideas when you’re just building awareness with your audience?

Get your editorial ideas flowing by consuming a ton of great content.

A1: Start by doing a LOT of reading in your space. Not because you want to repeat what others are saying, but so that you can see what types of topics people are reading about and responding to #Contentchat
— Kristen Hicks (@atxcopywriter) June 18, 2018

A1: Get inspired by seeing what other people are doing. Look at others in your industry, but those outside your industry as well. Start to plan out how you can put your own original twist on that kind of content. #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 18, 2018

Share your origin story.

A1: Write your “Why” story, why you are a writer, get personal. Write a list of your fav books that have helped you, Interview someone you admire #contentchat
— Brandie McCallum (@lttlewys) June 18, 2018

Use Google Search’s autocomplete to get familiar with your audience’s questions.

A1: Use the auto complete in your favorite search to see what people are searching for in your area of expertise. Those are good prompts to connect you w/audience. #ContentChat
— Alan Fleming (@alan_fleming) June 18, 2018

Take your persona inputs and create content maps.

A1: Take a look at your buyer personas and the needs you identified as being top of mind for your ideal customers. Enter each one into Answer the Public and start writing down ideas. https://t.co/vURbKzBNlJ https://t.co/Pp8tRWae8R
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018

A1: Take the big business challenges your customer faces and then run through all of the elements of those challenges. Each one of those is a great starter topic for a blog. #contentchat
— Maureen Jann (@SuperDeluxeMo) June 18, 2018

A1b. Also develop your personas and map out their #customerjourney. If you’re just starting out with #content you should get lots of ideas. #ContentChat
— Tod Cordill, MBA (@todcordill) June 18, 2018

Even more content idea generation prompts.

A1 Sources for #content #marketing ideas:
Customer problems
Sales reps
Customer support
LinkedIn groups
Quora
Competitor content#ContentChat
— Tod Cordill, MBA (@todcordill) June 18, 2018

Plug the key terms of your business into the NYT’s search bar. You’ll get some interesting context, learn a whole lot of case studies, and even get the names of experts you can interview. The Times doesn’t realize this, but it’s doing a bunch of your work for you! #contentchat
— Ken Gordon (@quickmuse) June 18, 2018

Q2: How can I use my data (and what data can I use) to give me great top-of-the-funnel content ideas?

Monitor your website’s search logs.

A2: If people are searching for something on your website that you haven’t covered, that’s a topic you should address! Or if your data shows people really respond well to a certain type of content or subject area, then do more of that #contentchat
— Kristen Hicks (@atxcopywriter) June 18, 2018

A2: In your blog, look at what people searched for—and didn’t find—on your site. #ContentChat https://t.co/qxewqTFbN5
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018

A2: Use the search terms from your website. People are telling you what they want to know from you! You can also use topics that are popular questions in the customer service area. Talk to you co-workers and get their insights. #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 18, 2018

Get familiar with your website’s analytics tool.

A2: You can look at GA to find things people are searching for on your sites. That’s a great way to start. If you map your attribution path for your most profitable customers you can also figure out what they’ve consumed along the way and make more related content #contentchat
— Maureen Jann (@SuperDeluxeMo) June 18, 2018

A2: What links in posts have the most clicks? Data from that, searches on page, comments can help direct what content is resonating on your site/blog. #ContentChat
— Alan Fleming (@alan_fleming) June 18, 2018

A2b: Look at your analytics. What was your most popular article of the last 12 months? What would be a “next step” piece that could use it as a launching board to go deeper on a related topic? #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018

A2: Look at your most popular articles/pages to see what content visitors are most interested in. Then tailor topic to fit top of funnel. #ContentChat
— Jeff Midgley (@hey_midge) June 18, 2018

Use content measurement tools to look at your—and your competitors’—top performing content.

A2. To get #TOF #content ideas use a tool like @semrush or @BuzzSumo to analyze your competitors’ content. Also do backlink analysis to see what is driving traffic. #ContentChat
— Tod Cordill, MBA (@todcordill) June 18, 2018

Identify and lean into all your internal data sources.

A2 GA/Search data….. What keywords are leading ppl to ur site?
Social data…. What hashtags do ppl use most often within ur industry?
First party data…. What customer services frictions do u see the most? #ContentChat
— Carolina (@YoursTrulyCaro) June 18, 2018

Q3: We’ve got a ton of great discovery-phase content. But what are some editorial ideas for helping potential customers decide between purchasing from us and our competitors?

Build useful decision-making resources.

A3: Create a readiness assessment and buyer’s guide package…and don’t make all roads lead to you. Be transparent about the differences between you and the competition. #ContentChat https://t.co/0ySewK4RDY
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018

A3b: Answer questions customers are asking at the buying stages. Is it about pricing? Scalability? Partnership? Think ahead and make sure you have content ready to go for these things to show you’re on top of it. #ContentChat
— Maureen Jann (@SuperDeluxeMo) June 18, 2018

A3. When customers get to the “Why buy from you?” stage they are:
Narrow down vendors
Comparing
Demos, Trials
Conduct due diligence
Here’s content ideas:
Presentations
Email marketing/newsletters
Product whitepapers
Pricing page
ROI calculator
BUILD TRUST. #ContentChat
— Tod Cordill, MBA (@todcordill) June 18, 2018

Be transparent about who your product/service is the best fit for, and lead with content that celebrates that difference.

A3 Sometimes you gotta own that your product/service isn’t for everyone. Highlight what sets you apart and give your segment the tools to differentiate, arm them with knowledge and drive community. #ContentChat
— Carolina (@YoursTrulyCaro) June 18, 2018

A3: Do an analysis of what makes your product different (hopefully you’ve already done this) and create content around the unique benefits you offer. Not necessarily all product focused (although product comparisons can be good), but focused on the unique problems #contentchat
— Kristen Hicks (@atxcopywriter) June 18, 2018

A3. That means that you should find ways to help customers find correspondences between your brand and competing brands along those dimensions that favor your product. #ContentChat
— Dr. Dorrie Cooper (@sittingpretty61) June 18, 2018

A3: What differentiates you? Develop content to highlight that. If it’s your local team that understands the local customer, do employee profiles. If it’s the tech behind your product, give a peek into how it’s made. Take your audience behind the sciences to connect #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 18, 2018

Let your customers tell your story.

A3: case studies, feature/benefit comparisons set in a case study context and video testimonials could be weaved into content #ContentChat
— Cat Paterson🛵 (@S_TalkGinger) June 18, 2018

A3: You can focus some content on testimonials. How has your product made your consumers’ lives easier or better? Tell a success story. #contentchat
— Jason Webb (@JasonLWebb) June 18, 2018

Help them make the strategic case for your product/service.

A3: Show your brilliance, don’t talk about it. Talk about a strategy or tactic and how you approach it, then use case studies as punctuation to drive them to the next stage in the funnel. #ContentChat
— Maureen Jann (@SuperDeluxeMo) June 18, 2018

A3b If your budget allows, invest in sharing a 3rd party analyst report that helps show your differentiated value. #contentchat
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018

Help them see themselves in your brand stories.

A3 Figure out what’s at the heart of your prospects’ challenges and then DRAMATIZE how you understand and can solve for this. They should look at your stuff and say: Yes! That’s me! These people understand what I’m dealing with! #contentchat
— Ken Gordon (@quickmuse) June 18, 2018

Q4: What are some ways to understand the specific questions/concerns/evaluation points our potential customers have, and how do we turn that into editorial ideas?

Monitor your internal feedback systems.

A4: There are a few sure-fire ways: listen in on customers/client calls, evaluate client/customer research, talk to the customers themselves. If you do these things you’ll have a birds eye view into the real challenges they face. #ContentChat
— Maureen Jann (@SuperDeluxeMo) June 18, 2018

A4: Surveys, looking at what people search on the site, talking to sales/customer service about the questions they get the most often. Create content around the answers you get #contentchat
— Kristen Hicks (@atxcopywriter) June 18, 2018

Get social!

A4 We’ve got this great big free open database of social media. If you’re not using that to listen and learn… what ARE you doing online? #ContentChat
— Ken Gordon (@quickmuse) June 18, 2018

A4: Don’t be afraid to ask! Get social on your social media accounts (novel idea, right?) and talk to them about their questions and pain points. Find out why they might be hesitating to purchase or why they were happy/unhappy with a purchase. #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 18, 2018

A4: what are your competitors being asked? What are their reviews like? What questions and concerns are popping up and how are you solving those problems? #ContentChat
— Cat Paterson🛵 (@S_TalkGinger) June 18, 2018

Invest in focus groups or surveys/research.

A4: You can go with focus groups, if you have time and budget. You can also do surveys using things like SurveyMonkey to find out what questions or concerns some my have. #contentchat
— Jason Webb (@JasonLWebb) June 18, 2018

Find ways to learn from your content interactions.

A4: I use quizzes as a fun stealth way to carry out customer insight as I’ve found that straight surveys don’t give me accurate results #ContentChat
— Cat Paterson🛵 (@S_TalkGinger) June 18, 2018

Q5: Once a customer has decided we’re their best fit, what are some content ideas that will help validate their purchase decision and/or help them make the business case for purchase?

Become your customer source for industry trends and changes.

A5: Keep clients engaged with updates that keep them up to date on changes in the industry. Or tips that help them stay on top of their job. Let them know you are keeping an eye out for them. #ContentChat
— Maureen Jann (@SuperDeluxeMo) June 18, 2018

Build ROI calculators.

A5: Create ROI calculators and share ROI-focused case studies to help customers validate their purchase—and get the CFO to sign off! #ContentChat https://t.co/V6HkHvHPEb
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018

Amplify your customer reviews and results.

A5: Reviews and ratings from other customers are always reassuring. If a customer needs help building a business case for their employer, let them know you’re willing to help them do that! #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 18, 2018

A5b Host webinars with customers as speakers and focus on their success story. #contentchat
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018

Q6: What are your tips for optimizing bottom-of-the-funnel content for conversion?

Truly understand your customer journey.

A6: You’ve got to understand your buyer journey. Where are the places your deals stall? What are the questions that can derail the purchase decision? #ContentChat https://t.co/ttVuBWjcbP
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018

Provide bespoke content tailored to the customer’s individual situation.

A6: This is the step where it needs to become personal. Engage directly via social media or email with those who are in this stage and ask what additional information they need to “seal the deal.” Offer excellent customer service. #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 18, 2018

A6: Timeliness and personalization – the quicker you can respond to lead opportunities and the more relevant/personalized that outreach is the quicker a prospect moves from the bottom to the top. Solutions that can produce personalized content should jump to the top. #ContentChat
— Derek Pillie (@derekpillie) June 18, 2018

Today’s educated customer demands a personalized approach! #ContentChat
— Caitlin Kinser (@caitlinmarie89) June 18, 2018

Conduct lost deal analysis.

A6. Probably the best source for #BOF content is doing Lost Deal Analyses. So much to be learned from this. But don’t have sales do it. #ContentChat
— Tod Cordill, MBA (@todcordill) June 18, 2018

Q7: Brainstorming time! Share your favorite evergreen editorial idea prompts. Go!

A7: “the biggest pain point for my customer is…” “what is something that’s happening in the industry that impacts my customer?” “What are 3 things my customer can check for to ensure they’re doing X right?” #ContentChat
— Maureen Jann (@SuperDeluxeMo) June 18, 2018

A7:
💡 Customer success stories are ALWAYS golden. Let them tell your story for you!
💡 Ways to use your product/service
💡 Highlight things (outcomes, emotions, etc.) that can be gained from your product/service
💡 Creative lists (Especially for social!)#ContentChat
— Caitlin Kinser (@caitlinmarie89) June 18, 2018

A7b: “My customer’s c-suite cares about X, here how my customer can help make their life easier” #ContentChat
— Maureen Jann (@SuperDeluxeMo) June 18, 2018

A7. At @UofUHealth we literally get the most content traffic on the simplest topics: “I swallowed a toothpick, ER or not”. It’s really about being in the user’s mindset. We have a great front end strategist who comes up with these #ContentChat cc @TheyCallMeScot https://t.co/RYtsS20RO8
— Jen Brass Jenkins (@chrliechaz) June 18, 2018

A7b I also like X Things I learned about [Topic] from [Hobby] which is not to be confused with X Things You Can Learn about [Topic] from [newsjacked topic] #contentchat
— Erika Heald | Marketing Consultant (@SFerika) June 18, 2018