Although most businesses are still adjusting to the new terms of our world, we now have a better understanding of how to operate in this virtual-first society and the ways that marketers can keep providing value to their audiences. For this #ContentChat, Erika led the community through an exercise to reflect on this turbulent first half of 2020, prioritize Q3 goals, and draft an action plan to kickstart our content marketing for the remainder of 2020. Read through the conversation below and use the questions to guide you in developing your plan for the rest of 2020.
Q1: What has been the most memorable moment, from a content marketing perspective, since the start of this year?
To say the least, 2020 has given marketers a lot to talk about. Some highlights for our community include the increased focus toward employees in company content…
I’m writing an article on how companies seem to have catapulted “the employee” to no. 1 stakeholder status as depicted in their content. I would argue it goes a) employee b) customer c) shareholder. “Our employees are our primary concern during this time.” Thoughts? #ContentChat
— Caroline (@CAZJAMES) May 18, 2020
Pre-Covid I don’t think this was the case it was (arguably) a) customers b) shareholders c) employees. The pandemic seems to have upended things – ie the public are demanding transparency from companies to treat their people well. It’s good companies are responding. #ContentChat
— Caroline (@CAZJAMES) May 18, 2020
And the companies where the CEO is keeping their bonus while taking government $$ and laying off workers are going to have a very hard time hiring when their industry recovers. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
The abundance of free content and tools released to help people and companies navigate our new reality…
Oh that question was meant in a general, not personal lens. Sorry for that. In that case, I think it was awesome the way certain businesses took steps to make their product or service free in response to C-19. For example, @ahrefs offering a premium course for free. #ContentChat
— Masooma | Content Writer (@inkandcopy) May 18, 2020
The surge in high-quality content from a diverse range of creatives and mediums…
A1a: From a client perspective, it was awesome to see @AIHA stand up their COVID-19 workplace safety resource website so quickly. It has the potential to help so many people get back to work—safely. https://t.co/tYapDBFiR4 https://t.co/A6Lxp417PJ
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
A1: The most memorable has been seeing main stream broadcasters have broadcasting issues with livestreaming and clearing the way for livestreaming to be more about the content than the setup.#ContentChat https://t.co/QsCbN6YBnE
— Kathryn Lang (@Kathrynclang) May 18, 2020
A1c: And from a consumer standpoint, it has been really amazing to see brands like @DisneyParks put out such fun and engaging content that brings a smile to their communities. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
A1) The sheer influx in content. New content from new creators, stronger content from louder creators, re-imagined content from creative creators. The last few months have seen incredible speed & ingenuity as far as content goes. #contentchat – Diana
— SEMrush (@semrush) May 18, 2020
A1Right as shelter in place orders were coming out, we scrambled to create a lot of content with messaging relevant to the new crisis. The digital infrastructure our platform provides is conducive to remote work, so this was an opportunity to help SMBs in transition. #ContentChat
— GreenRope (@GreenRope) May 18, 2020
That Lego character video about Covid 19 was absolutely hilarious and to the point!
— Kari Syrja (@B2Bsalesandmkg) May 18, 2020
The growing focus on the “social” part of social media…
Very true. I’m lovin’ the way social media has become more about being ‘social’ now and also enjoying the spike in certain content formats like live videos and webinars – there’s lot to learn there. #ContentChat
— Masooma | Content Writer (@inkandcopy) May 18, 2020
The sheer resilience of our communities and workplaces and their ability to adapt at rapid speed, and the potential rise of more sustainable business models…
A1: The amount of innovation going on with regards to this. It’s incredible how quickly people are adapting their processes and their content to this new situation! #ContentChat
— TBC (@yatobecontinued) May 18, 2020
A1: We’ve seen our clients do some impressive pivoting in terms of content strategy. In a matter of days (hours?) they went from marketing service lines to being a supportive and reassuring voice for their community. #contentchat
— WriterGirl (@WriterGirlAssoc) May 18, 2020
I think the challenges presented by the pandemic are helping to foster more sustainable and efficient business models. It’s tough now, but standing on the other side of it I think business, tech, and customer experience will all be greatly improved. #ContentChat
— GreenRope (@GreenRope) May 18, 2020
This sounds like corporate darwinism.
Makes sense to me.
Luckily we can choose to evolve and not leave it to chance. But I fear too many companies are leaving it to chance. #ContentChat
— Tod Cordill (@todcordill) May 18, 2020
And personal achievements like newsletter launches and increased interest in paid services.
A1b: From a personal business perspective, launching my newsletter has been memorable and it has helped me better align what I’m working on, writing about, and what we’re talking about each week here in #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
A1. I can’t put a finger on one thing, but 2020 has been good in sense that the leads I’ve been nurturing have approached me themselves. #ContentChat
— Masooma | Content Writer (@inkandcopy) May 18, 2020
For me? Or in general? For me, starting my newsletter on https://t.co/K8Y6JanutB has been the most memorable. I get the chance to be creative, honest and helpful to my #datascience community. All of those are very therapeutic. #ContentChat https://t.co/tZJ5dTI18l
— DiKayo Data (@dikayodata) May 18, 2020
A1 We published articles on working from home by an extrovert and by an introvert, and on planning for a disruption like this so you don’t panic when it happens #ContentChat
— Dan Goldberg (@Jonas419) May 18, 2020
Q2: What are the three biggest #contentmarketing lessons you’ve learned since the start of the year?
The world of content marketing has experienced a considerable shift given the rise of social distancing, providing several lessons on how to future-proof your content marketing. Our top takeaways? Always be ready to pivot…
A2a: My 3 big takeaways this year have been
1) content marketing plans need to be flexible enough to flex and bend with unforeseen circumstances while staying true to the strategy. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
A2] The biggest #contentmarketing lesson of 2020 is:
Be prepared to adapt to changing audience needs. #contentchat https://t.co/6cZy1cE5Mc
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) May 18, 2020
A2: Three biggest #contentmarketing lessons so far in 2020:
Quality above quantity.
Develop your calendar in several different places (because you never know what might happen)
Be ready to pivot.#ContentChat https://t.co/GkDDYLgwSr— Kathryn Lang (@Kathrynclang) May 18, 2020
Diversify your content formats and explore channels that may be of value for your audience…
A2b: 2) Marketers need to make more time to understand their audience to be ready for things like capitalizing on #AnimalCrossingNewHorizons as a community outreach and engagement opportunity. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
A2. Ohkay, you’ve got my thinking. My top takeaways are:
Diversifying your content format always helps
Interviewing experts is an art you keep learning
Building community is the best you can do #ContentChat— Masooma | Content Writer (@inkandcopy) May 18, 2020
A2.
Be ready to turn on a dime. Circumstances can render your current strategy and messaging irrelevant overnight.
Never doubt the data. All good decisions are predicated on good data.
Regularly revaluate your use of different channels.#ContentChat
— GreenRope (@GreenRope) May 18, 2020
Building an actual community (not just “followers” or “subscribers”) is crucial for surviving through times of hardship and crisis. This includes creating content focused on the needs of your audience and communicating in transparent and honest ways.
A2: 1 – processes need to be reviewed, 2 – fast action and overhaul is possible when it’s really needed, 3 – Engagement is so key, and this time alone in our homes proves that even from a personal perspective. #contentchat
— TBC (@yatobecontinued) May 18, 2020
A2. Important content lessons:
People & purpose > promotion
Proactively address the elephant in the room with empathy & authenticity.
Embrace partnership! #Comms, #HR, & #marketing must be aligned on messaging & activities- Both internal & external.#ContentChat
— Robyn Hannah (@robynhannah) May 18, 2020
1. Don’t use “unprecedented” (thx, @MarketingProfs)
2. Ask what do we want them to do with this? before writing anything
3. Know why now before posting/sending #contentchat— Alan Fleming (@alan_fleming) May 18, 2020
A2 1. All content needs a specific purpose, 2. all content needs a specific audience, and 3. that purpose does not have to be to sell #ContentChat
— Dan Goldberg (@Jonas419) May 18, 2020
A2: I think the pandemic helped us reflect on some pillars of good content marketing: be flexible, be authentic, know your audience. Sure, we may have known this already, but the pandemic underlined how important these features are in a content strategy. #contentchat
— WriterGirl (@WriterGirlAssoc) May 18, 2020
Internal barriers should be reviewed/lifted to allow for quick content production.
A2c: 3) Companies who are not agile enough to allow their content marketing teams to make decisions and produce content quickly, without having to have it vetted by endless committees risk coming out with a stale message well after everyone else in their market. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
And there needs to be greater alignment across company departments and functions. Internal communications especially have started to influence company reputation.
A2, Not specifically #contentmarketing, but my biggest lesson this year is how related and important the following are:
Internal communications
Company culture
The company brandLogically I understood this, but now I FEEL it. #ContentChat
— Tod Cordill (@todcordill) May 18, 2020
Touche. Internal communications was like the plain cousin to the glitzier external communications, but now it’s having its swan moment – seeing job openings for internal communications positions. It’s great to see. Comms is owning it too (was often lumped into HR). #ContentChat
— Caroline (@CAZJAMES) May 18, 2020
Q3: With your answers to Q1 and Q2 in mind, what are three things you plan to change or improve upon for the second half of the year?
As we continue through the year, our community plans to dedicate more time and resources to storytelling…
A3.
Don’t overextend as to eliminate the possibility for flexibility.
Make sure data is driving strategy, not just pure instinct.
Focus more on storytelling.#ContentChat
— GreenRope (@GreenRope) May 18, 2020
I agree. Storytelling takes a ton of time, thinking and planning, which is why it can be easily pushed off your plate when other tasks call for attention. #ContentChat
— Masooma | Content Writer (@inkandcopy) May 18, 2020
How many times have companies implemented a #ContentStrategy by assigning new tasks to people who already had full plates?
It might work for a month or two, then it breaks.
#ContentChat— Tod Cordill (@todcordill) May 18, 2020
But to get your audience to CONTINUE to read your messages, you need to take the time to make sure they resonate with your readers. #contentchat
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) May 18, 2020
Explore new channels and sites to reach audiences…
A3. I am planning to:
Repurpose more of my content
Diversify my presence and content promotion outlets
Use more visual content to hold audience’s attention, e.g. design more infographics. #ContentChat— Masooma | Content Writer (@inkandcopy) May 18, 2020
More frequently assess the competitive landscape given the rapid shifts in business strategies…
A3: 1. continuous reviews of the competitor landscape to determine where it is going and how I can move in the same direction (or be one step ahead). 2. Working in an agile way to pivot when required. 3. Build stronger relationships #contentchat
— TBC (@yatobecontinued) May 18, 2020
A3] Agree that monitoring the competitive landscape is especially important during difficult economic times. Also assess what the major market players like @Google @amazon @Facebook & @Microsoft are doing.
BTW–Consider the impact of increased use of AI & Voice#contentchat https://t.co/6x2C725sVK
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) May 18, 2020
Build content calendars that encompass the new realities of how content is created, including the use of freelance support…
A3: I’m going to find/or design a content calendar that fits into a pocket sized notebook but translates to an online app or software.#ContentChat https://t.co/YWH1FEri18
— Kathryn Lang (@Kathrynclang) May 18, 2020
A3] I suggest using a content calendar that works for your entire team including freelancers. When necessary, either use your phone’s voice messages or postits. Both fit in your pocket. #contentmarketing #contentchat
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) May 18, 2020
Prioritize the human side of the content we create…
A3 Be more mindful of producing content for humans. We get so focused on search engines and marketing plans that we forget we could be improving someone’s work life. #ContentChat
— Dan Goldberg (@Jonas419) May 18, 2020
1. Be adaptable even if you’re a planner. 2. Don’t overthink what you write. Write what you feel and someone will relate. 3. Make consistent deadlines and stick to them. #ContentChat https://t.co/K30cDVAXzB
— DiKayo Data (@dikayodata) May 18, 2020
Use data and social listening tools to better understand our audience’s needs…
A3: Increased listening and analyzing to facilitate more targeted, segmented content. And while SEO is still a crucial piece to the puzzle, I think we all need to look more at what our readers and clients need to help them in their day-to-day. #contentchat
— WriterGirl (@WriterGirlAssoc) May 18, 2020
And good SEO should go unnoticed by the reader, don’t you think? #contentchat – Diana
— SEMrush (@semrush) May 18, 2020
Increase our knowledge of the tech and tools that are critical for the future of business…
A3] Looking to learn about #AI, then check out @DavidCode‘s free course on @Reddit https://t.co/jX7HB9vNqL
#contentchat #digitalmarketing
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) May 18, 2020
And shift service offerings to adhere to shelter-in-place orders.
A3a: I’m working on a series of online intensive marketing training sessions w/ @SuperDeluxeMo for later this year and, in general, thinking about more ways to be a valuable trainer and resource that don’t involve getting on an airplane. #ContentChat https://t.co/KOKOuwrb40
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
A3b: I’m also not waiting for the perfect time to launch my cottage baking project. Instead, I’m going to ease on into taking online orders for my @ErikaGlutenFree baked goods starting in June. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
Q4: Who are you grateful for and why?
Expressing and practicing gratitude is an important way to build deeper relationships and cultivate a more positive life view, especially during difficult times. The community shared the people and things that they are grateful for below. Have you expressed gratitude recently?
A4. I’ll give a shoutout to @lizwillits and @upmostmike here. The list is long, actually. But, for now, they deserve a shout for all their kindness and fun conversations. #ContentChat
— Masooma | Content Writer (@inkandcopy) May 18, 2020
A4: What a wonderful question to ask, Erika! I’m grateful for Twitter chats. I love talking shop with people who are in same situation but can open my eyes to a new, fresh strategy, concept or tactic. Love it, love it. #contentchat – Diana
— SEMrush (@semrush) May 18, 2020
A4. Definitely our Marketing Director, @MissAleCristina, for pushing us all to be better, and making sure everything is organized and on brand. Also our fearless leader, @larshelgeson, for providing us with a sense of calm and consistency during these trying times.#ContentChat
— GreenRope (@GreenRope) May 18, 2020
A4: I’m grateful for a strong support network as I dive into freelance full time, helpful friends willing to share advice, my family, and my dog. #contentchat
— Jason Webb (@JasonLWebb) May 18, 2020
Things that I am grateful for even when times are tough:
A roof over my head and a warm home.
Access to drinkable water and food
Small and free pleasures of life.
Access to the internet.
My friends and my family.
My health.
The kindness of people #contentchat— Eugenia at (@seoathome) May 18, 2020
A4: I’m grateful for loving Mondays because they are a great way to set the tone for the week and I love a clean slate. #ContentChat
— Deb (@DebMecca) May 18, 2020
A4: I’m grateful for love. #contentchat
— Stephanie Palmer (@stephannpalmer) May 18, 2020
A4 (Sorry I’m late), 1st of all I am grateful for my wife @naturalistgrace and our 2 boys, the best lockdown companions ever. I’m also grateful for the entire @iPullRankAgency team and a special SO to @MisGuidedGenXer, @iPullRank & @Thomas718J for keeping in touch while we’re WFH
— Nate (Formerly known as the Jazzy Goat) (@UncensoredNate) May 18, 2020
A4: I’m grateful for family and friends who support my journey to becoming an entrepreneur in the digital space, which means I get to work on exciting projects and review the processes, etc. behind these! #contentchat
— TBC (@yatobecontinued) May 18, 2020
A4: I am grateful for @SuperDeluxeMo and @lttlewys for being great friends, accountability partners, and cheerleaders. #ContentChat https://t.co/9lsyRJgFZ7
— Erika Heald | Content Marketing Expert (@SFerika) May 18, 2020
A4: I’m grateful for a family that likes to laugh and play with words.
Why – because we have been living in a hotel room together for over 40 days.
😀#ContentChat https://t.co/B2YTLxackL
— Kathryn Lang (@Kathrynclang) May 18, 2020
A4 My wife (even when she’s not making sourdough bread) and our executive team at work who got ahead of the pandemic because of the culture they built #ContentChat
— Dan Goldberg (@Jonas419) May 18, 2020
A4: I’m grateful for all of the writers I learn from by reading their content, watching their at-home presentations. (@annhandley did a great one on Charlotte’s Web) #contentchat
— Alan Fleming (@alan_fleming) May 18, 2020
A4. i’m grateful for my sister @jaelynnjenkins ‘s funky style and consistently good advice whether in work or cat-parenthood. #ContentChat https://t.co/vVGNPlMjP9
— Jen Brass Jenkins (@chrliechaz) May 18, 2020
A4: Everyone on our small-but-mighty team. We may be spread across the country, but we still support each other in so many ways. #WriterGirlFam #contentchat
— WriterGirl (@WriterGirlAssoc) May 18, 2020
A4] I’m grateful for my #contentmarketing besties like @SFerika #YouRock! #contentchat
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) May 18, 2020
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