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September 18 Content Chat Recap: Creating Content That Works

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Content Creation Tips Content Chat

This week’s previously scheduled guest had to cancel, but it’s not Monday without #ContentChat. So I took the opportunity to lead a community conversation around creating effective content.

Q1: What is your biggest obstacle to creating content?

Although many attendees mentioned time and resources as bib obstacles, there are a number of additional hurdles content marketers are facing.

Lack of Strategy Slows Down the Content Process

Managing Contributors Also Creates Obstacles

Content Marketers Frequently Wearing Many Hats

 Consultants Often Neglect Their Own Content Marketing Efforts

Too Many Cooks in the Content Marketing Kitchen

 

Q2: What are your tips for overcoming the obstacles folks shared in Q1?

In a community like #ContentChat, we’ve all been in each other’s shoes at one time or another. Here’s how our community members have overcome the issues surfaced in our first question.

Overcome Lack of Time and Consistency Issues with Planning and Scheduling

Overcome Writer’s Block With An Idea Cache

Spend Time With Customers to Better Understand Their Needs

Get Up From Your Desk to Get Ideas Flowing

Ruthlessly Prioritize to Make Time to Write

Q3: How do you choose your content marketing topics?

Although content marketers are sometimes given topics they must create content arund, most of the time we’re on our won to keep things moving. Here’s how we identify what to create next.

Use Data to Inform Your Topics

Go to Customer Meetups, Join Industry Groups

Define Your Content Tilt

Really Get to Know Your Customers

Keep Track of What’s Trending in Your Industry

Q4: Are you using an editorial calendar for content?

Believe it or not, not every content professional uses an editorial calendar, although the majority of those surveyed during the chat do.

I Couldn’t Live Without My Editorial Calendar

I’ve Fallen off the Editorial Calendar Wagon

I Use a Workflow Tool to Manage My Content

I Haven’t Gotten Into REgularly Using an Editorial Calendar

Ken Hates Editorial Calendars

Q5: Are you including influencers in your content creation? If so, share some examples!

Influencer marketing is a hot topic in content marketing at the moment. Is it something you are using, or something to avoid? Here’s what our community said.

Include Influencers Early and Often in Content Creation

Internal Staff and Related Partner Organizations Can Be Influencers Too

Blogger Relations is Another Important Form of Influencer Marketing

Some Marketers Aren’t Working With Influencers At All…Yet

Q6: How do you measure your content’s affect on your business goals?

Although it can take months for the benefits of content marketing to turn into business results, it’s important to start measuring as soon as you start creating content. Here’s what #COntentChat attendees are tracking.

Content’s Imapct on Web Traffic and Form Fills

Don’t Overlook Qualitative Results

Move Past First-Touch/Last Touch Attribution to Truly Understand Content’s Influence
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Q7: What piece of content has had your highest conversion rate or most positive affect on business goals?

What type of content drives the most conversions? As the answers from ur chat attendees show, it’s how well the content connects with your community that’s most important, not the content type.

Infographics and Webinars Aren’t Dead!

E-books Drive Conversions, Especially When Customer Use Cases Are Highlighted

People Like a Behind-the-Scenes Look

SlideShares Reach the C-Suite

Sometimes It’s Just the Right Topic at the Right Time

About Erika Heald

Erika Heald is a content marketing expert and executive ghostwriter. As founder and lead consultant at Erika Heald Marketing Consulting, she helps organizations define and document content marketing strategies that drive business growth. Erika led and grew high-performance content marketing teams at Highwire PR, Anaplan, and Achievers. You can also find her on her blog erikasglutenfreekitchen.com or hosting the weekly #ContentChat Twitter chat on Mondays at 12 noon Pacific.

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