content creation

April 3, 2023 Content Chat Recap: The Power of Saying “No” in Content Marketing—How to Manage Back

April 7, 2023 by Alek Irvin Leave a Comment

Content marketing teams can easily become order takers if they are unable to push back on content requests. It can feel scary to say “no,” but it’s often necessary to protect your team resources and stay on course with your content strategy.

In this #ContentChat recap, Erika joins Amy Higgins (@AmyWHiggins), a strategic content marketing leader who specializes in B2B marketing, to discuss the power of saying “no” in content marketing and share real stories of how they’ve professionally rejected a content request—and what to do if you’re told to “just do it.”

Read through a few highlights from the conversation below, and listen to the full recording here.

Q1: Company executives and clients often have strong feelings about what the content marketing team should be doing. What are some common obstacles that content marketers face when trying to set expectations or push back on asks?

“That’s how we’ve always done it” thinking can hold your team back from improving your results.

A1: My least favorite obstacle that we face as content marketers is overcoming “that’s how we’ve always done it. #ContentChat
— Amy Higgins (@amywhiggins) April 3, 2023

A1b: For example, the obstacle of how to overcome the dreaded BOM…meaning the Bill Of Materials. Just because product markers love a good launch BOM, doesn’t always mean our audience will as well #ContentChat
— Amy Higgins (@amywhiggins) April 3, 2023

A1A: Agree with this. Also part of overcoming the objections is uncovering how much input the stakeholders really want in the project.
Hint: they aren’t always wanting to be as hands-off as they claim!#ContentChat
— Sweepsify 🎈 (@Sweepsify_) April 3, 2023

Amy says to fight off “big shiny object syndrome” by asking whether that big shiny object aligns with your business KPIs.

A1c: Big Shiny Object syndrome is an obstacle many marketers may face when setting expectations. Ask yourself first, will this big shiny object align to the biz KPIs? #ContentChat
— Amy Higgins (@amywhiggins) April 3, 2023

Too often, individual teams try to use content to push product benefits and sales messages (which often don’t make for engaging content).

A1: People who don’t understand content marketing and just want to push product benefits and sales messages. #ContentChat
— Andi Robinson (@hijinxmarketing) April 3, 2023

And some companies deprive their content team of their necessary ability to execute against the content mission.

A1a: Some companies view content creators as being part of a virtual agency. And as such, they view those in the business as the clients—and expect to own the strategy. #ContentChat
— Erika Heald | Content Marketer | Writer (@SFerika) April 3, 2023

A1b: But the best content teams have a content mission and tilt that need to be reflected in their work. Otherwise, it’s just random acts of content. #ContentChat
— Erika Heald | Content Marketer | Writer (@SFerika) April 3, 2023

Q2: Can you share an example of a time you’ve had to say no to a boss or client request? What was the outcome?

November 14, 2022 Content Chat Recap: How Content Marketers Can Build Trust With Their Content

November 21, 2022 by Alek Irvin Leave a Comment

What’s the one marketing KPI that every team should track? According to Melanie Deziel, international keynote speaker and author of Prove It, the answer is trust.

If your brand cannot earn the trust of your community, then it will be significantly harder—if not impossible—to get them to purchase from you. Every message you send or post you write is an opportunity to prove your claims and show that you are trustworthy, and we want to teach you how.

In this #ContentChat recap, Melanie (@MDeziel), founder of StoryFuel and co-founder and VP of marketing at The Convoy, and the community discuss how content marketers can build trust with their content. Read the full recap below to learn:

What type of content can help to earn and nurture your community’s trust
Common business or marketing claims that need to be proven
How to audit your content for opportunities to build trust

Q1: Why is it important for content marketing teams to build trust with their brand communities?

According to Melanie, trust is the precursor to every KPI you track.

A1: We optimize for lots of different KPIs but the reality is, Trust is a precursor to all of them!
People don’t click, subscribe, follow, download, buy, etc, without trust!#ContentChat
— Melanie Deziel (she/her) (@mdeziel) November 14, 2022

If your brand doesn’t seem trustworthy, then people will hesitate to purchase from you.

A1: Trust is a big factor when it comes to making purchase decisions—whether you are B2B or B2C. If you don’t seem trustworthy, why should someone purchase your product or services?#ContentChat pic.twitter.com/iviiMJSc1T
— Erika Heald | Content Marketing Consultant (@SFerika) November 14, 2022

A1. Trust is absolutely crucial to be able to sell anything. Content marketing needs to develop trust, nurture the interest and only then get folks to convert #ContentChat #contentmarketing
— Shruti Deshpande 🇮🇳🇬🇧 (@shruti12d) November 15, 2022

And without trust, you can’t build relationships.

A1 Without trust, you can’t build relationships. People may/will hear what you have to say, but they won’t *listen*. They won’t connect. And they almost certainly won’t buy. They’ll remain an “audience,” not a “community.” #contentchat
— Martin Lieberman (@martinlieberman) November 14, 2022

Agreed. In a nutshell, trust is the difference between a community and an audience. And an audience is one and done, while a community stays with you (and your brand) over time.#ContentChat https://t.co/zYyEmnvF5p
— Erika Heald | Content Marketing Consultant (@SFerika) November 14, 2022

A1 What’s the point of saying anything if no one believes you? Who’s going to come back to a source they don’t trust? #ContentChat
— Dan Goldberg (@Jonas419) November 14, 2022

When customers trust you, they will be honest with you and help you create a better experience for them.

A1: Trust fosters conversations. By building a brand community based on trust, you can personalize your products and services to your customers needs. Why? Bc they will be honest with you!#ContentChat
— Sweepsify 🎈 (@Sweepsify_) November 14, 2022

A community that trusts your brand is so much more likely to come to you directly when there is a product or service delivery issue, too, instead of just venting on social. Trust is critical for maintaining your reputation. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 14, 2022

Treat your community with respect to earn their trust. Take their questions and needs seriously, and help them overcome their challenges.

A1: Customers build trust by answering specific questions in their heads. Businesses build a different trust unique to their business.
Building trust means answering those questions and proving that you take them seriously.
It’s key for moving customers up the decision funnel
— Vahag Aydinyan (@vahaging) November 14, 2022

Trust is easily broken. Be genuine. Stay consistent. And use content to prove that you are trustworthy.

And just as trust takes longer to build it can be broken quickly. So the key is to be genuine, persistent and helpful all the way #Contentchat
— Shruti Deshpande 🇮🇳🇬🇧 (@shruti12d) November 14, 2022

Q2: What type of content can help you to earn and nurture your community’s trust?

October 10, 2022 Content Chat Recap: What It Takes to Be a Content Entrepreneur [Creator Economy Benchmark Research]

October 17, 2022 by Alek Irvin Leave a Comment

More people are finding that part- or full-time content creation work gives them much-needed flexibility and independence, and many brands need this type of support. Being a content entrepreneur in any capacity can be an incredibly rewarding experience, but there are common challenges these writers face with reaching their communities and monetizing their work.

To help you assess if becoming a content entrepreneur is the right move for you and to set you up for success, in this #ContentChat recap we explain what it takes to be a content entrepreneur with Ann Gynn (@AnnGynn), a speaker, consultant, and principal at G Force Communication.

We share our own experiences and dig into The Tilt’s 2022 Creator Economy Benchmark Research, which surveyed more than 1,000 content creators to find out what motivates them and how to build a successful content business. Read the full recap below to learn:

The top channels for content creators to reach their communities
Solutions to common content creation challenges
The trends that will shape the future of how we work

Q1: What motivates someone to be a full-time content creator? How or why did they get into the field?

Per the research, independence and flexibility are top motivators for full-time creators. Part-time creators more commonly view content as a passion project or hobby.

A1a: Full-time creators are motivated by independence and flexibility. They like the ability to create their own schedule and not have to follow an employer’s demands and parameters. #ContentChat pic.twitter.com/oZVuh19Veg
— Ann Gynn (@anngynn) October 10, 2022

A1b: Part-timers are different. They usually start creating content as a hobby. It’s more of a passion project for them. Full-timers see content creation as a business, as a means to gain freedom. #ContentChat
— Ann Gynn (@anngynn) October 10, 2022

We operate in a world that didn’t exist 20 years. Thanks to the internet, people can build their own media companies. That’s really what a content business is. #ContentChat
— Ann Gynn (@anngynn) October 10, 2022

The community mirrors the research, adding that freelance writing work provides financial stability and gives us the opportunity to tell authentic stories and help people in their day-to-day—something many of us love to do.

A1a: I have a journalism degree, but when I graduated, there weren’t that many available jobs. So, I ended up having freelance writing as my extra work, while I had full-time marketing jobs. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 10, 2022

A1b: Today, my career is split about 50/50 between being paid as a content creator and doing content marketing consulting work. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 10, 2022

A1: I think it’s because we are all story tellers at heart. #contentchat
— Amy Higgins (@amywhiggins) October 10, 2022

A1: Overall, I enjoy teaching and hearing people’s stories. Digital marketing has expanded and I had to adapt, somewhat. #ContentChat
— Michelle Ngome 🇨🇲 (@MichelleNgome) October 10, 2022

Same! I think creators, as a whole, are pretty creative at adapting to find the right combo of work we love and paying the bills. 🙂#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 10, 2022

A1a: My background is in PR, but media relations and earned media have become incredibly difficult, especially since clients are typically hesitant to pursue paid engagements. And clients can be very controlling about how they want stories positioned… [continued] #ContentChat
— Alek Irvin (@AlekIrvin) October 10, 2022

A1b: Content, however, you can much better control your message and timing. And I genuinely enjoy thinking through the target reader’s needs and challenges and finding ways to genuinely help them in their day-to-day. #ContentChat
— Alek Irvin (@AlekIrvin) October 10, 2022

Q2: What are the top three channels content creators find to be most valuable for reaching their communities?

August 1, 2022 Content Chat Recap: How To Identify And Partner With Industry Peers to Create Compelling Content

August 8, 2022 by Alek Irvin Leave a Comment

Your content marketing team shouldn’t limit itself to working with only internal thought leaders when creating content. Often, there are plenty of brand partners and viable industry experts that are ready to create engaging content with you—that is, of course, if you know how to find, invite, and effectively work with them.

In this #ContentChat, we’re joined by Dennis Shiao (@DShiao), founder of Attention Retention, to discuss how to identify and partner with industry peers to create compelling content. Read the full recap below to learn:

How to find and assess potential content partners
Ways to invite people to create content with you
The many types of content that are ripe for partnership!

Q1: Why can it be beneficial to partner with an industry partner or peer to create content?

There are many benefits of creating content with an industry partner or peer. A partner can add perspectives and insights that complement your own…

A1: A partner can add perspectives and insights that complement your own.
Also, as @crestodina often says, “a partner in creation is a partner in promotion.” #ContentChat https://t.co/4r08QBoCTT
— Dennis Shiao (he/him) ✍️ (@dshiao) August 1, 2022

Promote the content with their audience (expanding your potential reach)…

A1b: Also, a partner can promote the content to their audience, which may not have much overlap with your own (i.e., whole new audiences). #ContentChat
— Dennis Shiao (he/him) ✍️ (@dshiao) August 1, 2022

So true! Too often, content creators spend all their resources on content creation and forget about/run out of budget for the distribution. Partnership helps a bit with that aspect. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) August 1, 2022

This gives you + your content a “warm introduction” to potential new community members. That’s something paid distribution can’t do.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) August 1, 2022

A1: Industry/ peer benefits of creating content is reaching a larger audience with similar target audiences. It’s also great to have other voices on your platform that support your brand! #contentchat ~Jenna
— Nimble (@Nimble) August 1, 2022

Give your content added authority…

A1: Collaborating with industry thought leaders gives your content added authority and a wider range of perspectives and experience than working just with subject matter experts within your own organization.#ContentChat https://t.co/wK7S6CvI0x
— Erika Heald | Content Marketing Consultant (@SFerika) August 1, 2022

A1: Creating content with a reputable industry peer or partner can help you…
– Lend credibility to your ideas
– Infuse diverse perspectives into your content
– Reach more people (assuming your partner promotes the content, too)#ContentChat
— Alek Irvin (@AlekIrvin) August 1, 2022

A1: Working with a partner for content marketing allows you to leverage their authority and tap into new audiences #ContentChat
— Sweepsify (@Sweepsify_) August 1, 2022

And connect you with other content partners.

A1: Partnerships can create new opportunities, introduce new audiences, or provide additional partnerships introductions.#ContentChat https://t.co/YwThkYoWqj
— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) August 1, 2022

Q2: Where can content marketers find viable partners or peers to create content with?

July 25, 2022 Content Chat Recap: How to Be A More Productive Writer

August 1, 2022 by Alek Irvin Leave a Comment

A writer is often their own greatest enemy, letting self-doubt or a lack of structure stop them from writing efficiently… or at all. But there are plenty of ways to train yourself each day and set up systems to be a more productive writer.

In this #ContentChat, we’re joined by Kathryn Lang (@KathrynCLang), speaker, author, and teacher, to explore how to maximize our writing productivity and overcome common challenges that writers face. Read the full recap below to learn:

Ways to overcome writer’s block
Tools for writing efficiently
Tips to create more content faster

Q1: What is your biggest blocker or procrastination point when it comes to not writing? Bonus points for sharing how you most frequently procrastinate!

There are many things that stop us from writing, including not knowing how long a project will take…

A1: Biggest procrastination point: Never knowing how long it’s going to take. Some content takes hours while other content you can create in under an hour.#contentchat
— Sweepsify (@Sweepsify_) July 25, 2022

Finding the time to write when our schedule is already packed…

A1: Often, when I’m not able to get around to writing, it’s because I have too many to-dos on my mind that keep creeping into focus and demanding my attention.
Then I push it all aside and procrastibake something.#ContentChat https://t.co/hwEYVdAJfm
— Erika Heald | Content Marketing Consultant (@SFerika) July 25, 2022

Finding the time to write, blocking the time, opening docs then staring into the infinite scrolling of one app or another looking for inspiration #contentchat
— Thomas Broadus (@TbroOnline) July 25, 2022

Worrying about personal matters…

A1: My biggest blocker when it comes to writing is worrying about finances. Ironically, not writing is the biggest blocker to my income. 😀#ContentChat https://t.co/LobUlLLzt2
— Kathryn Lang – hopesmith and dream ignitor (@Kathrynclang) July 25, 2022

Feeling like we need to write everything at once…

A1: My biggest blocker is feeling the need to write everything at once. I have so many stories I get blocked at organizing #contentchat
— Ares Marketing Group (@MarketingAres) July 25, 2022

Not knowing where to start…

A1: My biggest blocker when it comes to not writing is an angle or where to start! My favorite way to procrastinate is prioritizing non priorities #contentchat
— Nimble (@Nimble) July 25, 2022

“Needing” to conduct more prep work…

A1: My biggest procrastination point would for sure be feeling like I have to have everything fully figured out before I start. I give myself reasons to not start. #contentchat
— Diamond (@DRobinson520) July 25, 2022

Lacking sleep…

A1: Agree with earlier response — it’s having other to do’s that creep in & interfere…whether one is well rested makes the world of difference too. If I’ve had a good night’s sleep, I’ll take advantage and work on writing projects. Poor sleep is a writing killer! #ContentChat
— Caroline James (@CAZJAMES) July 25, 2022

Or simply finding the motivation to start.

A1: Inertia is often my biggest writing blocker. I simply have a hard time getting started and will wander my house, check the fridge, pet my dog, get the mail, etc. as a way to procrastinate. #ContentChat
— Alek Irvin (@AlekIrvin) July 25, 2022

Q2: When or how do you fit writing into your workday or workweek?

November 29, 2021 Content Chat Recap: Why You Need To Include Interactive Content In Your 2022 Marketing Plan

December 2, 2021 by Alek Irvin Leave a Comment

Tight on time and budget, marketers often stick to tried-and-true ways to engage their brand communities, which is an understandable approach. However, there is a case to be made for creating interactive content that directly involves your reader or viewer in the experience.

In this #ContentChat we explain how to include interactive content in your marketing plan with Maureen Jann (@NeoLuxeMo), co-founder and chief marketing strategist at NeoLuxe Marketing. Maureen and her team created the What Kind of Marketer Am I? quiz, which was made for marketers by marketers to predict what type of marketer you are. Read the chat recap below to learn what went into creating the quiz and how interactive content can drive results for brands, including an exploration of the common types and examples of interactive content, how to measure the success of interactive content, and more.

Q1: What is interactive content?

Interactive content gets your reader/viewer to engage and participate with your content, instead of passively consuming it.

A1: A1: Interactive content is the type of content that brings words to life. Sometimes outstanding art can help bring content, and sometimes it takes a little more to get people involved in the words and ideas your put out into the world. #contentchat
— Maureen Jann (she/her) (@NeoLuxeMo) November 29, 2021

A1: Interactive content is content that requires + inspires participation from your audience, rather than passive consumption. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 29, 2021

A1 Interactive content is content that your audience can participate in – like polls, surveys, things they can use as inspiration for their own content, etc
-Alyx#ContentChat https://t.co/ARKHZFz2fd
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) November 29, 2021

And I think when you inspire them to create their own content, that’s when you make your relationship with them that much stickier (which is a good thing!) #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 29, 2021

Q2: What are the common types of interactive content that brands can create for content marketing?