This week on #ContentWritingChat, we decided to switch things up a bit! As you may know by now, we typically have a guest host join us every week. Well, this Tuesday we decided to have a community chat and just let our participants be the main focus. After all, we do love each and every person who joins us for an hour of fun every Tuesday!
This community chat went so well that we’re actually going to incorporate them into our #ContentWritingChat schedule every month. We’re even going to give you you the opportunity to give input on upcoming chat topics, so stay tuned!
But for now, let’s dive into the recap of this week’s chat where we talked all about content creation tips and trick for 2017!
#ContentWritingChat Recap: 2017 Content Creation Tips and Tricks
In Tuesday’s chat, we invited everyone to join us and talk content creation. Being that so many members of our #ContentWritingChat community are writers, it’s no surprise that they all had some great advice to share. Let’s get to it!
Q1: When it comes to content, what’s the first step you should always take before you begin creating?
Before you dive head first into writing content, there are a few things you should do beforehand! What might those things be? Here’s what a few of our participants believe are the essential first steps:
Sarah is spot-on with her answer! She knows that you have to determine what your audience needs to see before you can start with content creation. After all, if you aren’t sure what your audience needs, how can you create content that will resonate?
A1: Get to know your audience. Learn what information they need and how they want to receive it. #contentwritingchat
As you spend time getting to know your audience, you also want to determine how they like to receive content. Do they prefer a specific content format or a certain platform? These are all important things to consider before you create.
A1. Date your audience. Get to know them before asking them to take a content journey with you. #ContentWritingChat
Having a message behind your content is important as well. You want your audience to read your content and be able to walk away with something of value. Make sure your content always serves a purpose.
As Megan mentioned, research is a very important step to content creation. Before you can begin writing, you may need to conduct research to learn more yourself or so that you have sources to back up your ideas.
A1 Discover trends/ research topics that do the best on the specific platform you’re writing for. Analyze audience & SEO #ContentWritingChat
Julia’s advice is to begin by discovering trends and topics and perform the best on the platform you’re writing for. You can then analyze the audience and SEO.
A1: Define goals, marketing objectives. How will content help you get closer to achieving those goals #ContentWritingChat
You can’t forget to set goals either! When you have clear goals in mind, you’re able to create the content that will help you achieve what you want.
Q2: What types of content do you create to build and maintain an authoritative, ROI online presence?
There are all kinds of content types out there in the online world! For that reason, it can be difficult to choose what’s right for you. Here’s some advice for you if you want to create authoritative content that helps you get results:
A2 Whatever types your audience prefers. Authority is a measure of trust, and speaking their language builds trust. #ContentWritingChat
Les knows that it’s important to consider the content types your audience prefers. If your audience loves to read, they’ll probably enjoy your long-form blog posts. If they’re more visual, they’ll be happy to watch your YouTube videos and live broadcasts. Always keep their preferences in mind!
A2: Relevant, helpful content via a variety of mediums – must consider that people absorb information differently #ContentWritingChat
Elizabeth recommends trying multiple mediums for your content. This is a great opportunity to see what performs best for you and what your audience likes the most. Whichever content type you choose, it’s crucial that you share a relevant, helpful message.
A2 NEVER overlook your core content types if you want to build a killer authority SEO presence – blogs & landing pages #ContentWritingChat
Julia urges you not to overlook your core content types. Make sure you aren’t neglecting your blog and the various landing pages you have on your site.
A2: To build your brand as a thought leader,
I find the best form of contents are Infographics & blog Articles #ContentWritingChat
Infographics and blog posts are two ways you can certainly shine online!
Q3: What platforms do you publish on? (Your own site, guest platforms, etc.)
It’s important to consider where you’re publishing your online content if you want to effectively reach your audience. We asked our chat participants to share where they dedicate most of their time and here’s what they had to say:
A3 Focus on your site content (core real estate YOU own) & secondly guest blog platforms. Be on @medium, @Linkedin Pulse #ContentWritingChat
Julia knows it’s important to focus on your own website, as that’s online real estate you actually own. You don’t have to worry about a site or a social media platform shutting down. Secondly, she encourages guest blogging. You can use platforms like LinkedIn Pulse and Medium for this.
Her other piece of advice is not to be everywhere online. She says it’ll dilute your focus and you’ll also wind up spreading yourself too thin. Focus on the core platforms that you enjoy and that work for you.
Gaby publishes content on her personal website, other industry sites, and on social media. In the past, she’s even contributed to academic sites. It’s all about finding what works for you and just going for it!
A3. I publish on my own site, and I am trying to get published on some relevant guest platforms. #ContentWritingChat
Brittany has been mostly focused on her own website, but she’s planning to branch out into guest blogging. It’s a great way to get your content in front of a wider, relevant audience.
Cheval mostly publishes on his own site as well, but he does like to repurpose articles on LinkedIn. If your audience is there, this could be a worthwhile strategy for you as well.
Jeff enjoys finding valuable content via Medium. With a variety of articles and writers, you’re sure to find something you’ll enjoy.
Q4: How do you get inspired to create content ideas for your blog and social media?
It’s not always easy to find inspiration for new content ideas, which can often leave us frustrated! If you’re looking for ways to get your creative juices flowing again, check out these tips:
A4: Pay attention to the comments and questions from your audience. They’ll often tell you what they want! #ContentWritingChat
Make sure you’re actually listening to your audience. Sometimes, they’ll you exactly what they want to see from you! Watch for the comments and questions they leave on your blog posts, in response to email newsletters, and also on social media.
A4: Your audience should inspire you! Your competitors can also be an inspiration; do what they did, but do it better. #contentwritingchat
You can also draw inspiration from your competitors. Check out what they’re doing and what they’re missing out on. You may have the opportunity to do something better than they did or fill a need they’ve forgotten about.
A4: If you’re a business, look at your support tickets. You’ll get a stream of endless topics from there. #ContentWritingChat.
It also helps to look at support tickets, if this is a part of your business. If your audience is often asking the same questions, you can write content that answers them.
A4: By assessing challenges clients face, or may face, and then writing about potential solutions to those issues. #contentwritingchat
Javier suggests thinking about the challenges your clients are facing or may face in the future. You can create content that provides them with potential solutions to what they’re dealing with.
Allow Google to be your best friend! Lex recommends doing a little keyword and user intent research to figure out what your audience is searching for. Once you know, you’re able to create exactly the content they want.
A4: I get inspired by nature. Gotten many ideas during walks outside. Fresh air does wonders for #imagination. #ContentWritingChat
— Danielle Bullen Love (@daniellewriter) July 11, 2017
On the flip side, sometimes it helps to just get away from the computer for a bit. Get outside and go for a walk. Danielle said the fresh air can do wonders for your imagination.
Q5: What does your process for content creation look like? Any tips you can share?
We all have a different process when it comes to content creation! Here’s how some of our chat participants get started with creating:
Brittany’s process will have you on the fast-track to content success! Research, strategize, write, edit, publish, promote, repurpose, and then start all over again.
A5: I start with an idea that I then map out and outline. Then I start doing research and finally start writing. #ContentWritingChat
Once you have an idea, a great way to get started is with an outline and conducting research. These are essential steps that can help make the writing process much easier.
A5: I start with an idea and just sketch out main points or sub-ideas that I want to include. Then the writing starts #ContentWritingChat
After she’s gotten an idea, Elizabeth begins outlining her content by jotting down the main points and ideas she wants to cover. This will help her be much more organized when it comes time to write.
A5: Everyone has their own process in our office, but we always start with some form of keyword research. #contentwritingchat
Andrew relies on Post-it Notes to help him with the content creation process. He also recommends stepping away from your content for a bit and then revisiting it. This is a great way to make any final edits. He also said it’s helpful to ask for feedback from others.
A5: Biggest tip – don’t be afraid to just write. Give yourself 5 minutes to put out all your thoughts and then evaluate #ContentWritingChat
Mallorie says you shouldn’t be afraid to just write. Sometimes getting started is the hardest part, so the best thing you can do is just start writing and let the words flow. It doesn’t matter if it’s a mess because you can always edit it later.
Q6: How do you ensure the content you create will help you achieve the goals you set for your brand?
If the content you write isn’t helping you achieve your end goal, what’s the point? Here’s how you can ensure everything you publish is having an impact:
Julia said you need to set and know your goal goals before you start creating. This will help direct you in the right path so you can actually see the results you were hoping for.
After your content is published, you need to track your results to see how you’re doing. For Lalaina, she typically tracks blog views and clicks on her call to action.
As Gaby mentioned, it’s important to periodically reflect on your goals and the results you’re getting. If you need to, don’t be afraid to realign. It’s necessary if things aren’t going your way!
Zala agrees! You need to test, measure, track, and change accordingly. If you aren’t seeing results, make tweaks and test again to see how things change.
A6: No piece of content should be created that doesn’t track back to your larger goals! #contentwritingchat
Remember: everything you publish should track back to your larger goals. You need to publish content that serves a purpose and is working hard for you.
Q7: What do you predict for the future of content in 2017 and beyond?
The world of online content is always changing, so it’s important that we look to the future for what’s right around the corner. Here are some predictions our chat participants have made about what’s to come:
A7. I think that video will be how the majority of content will be created #contentwritingchat
Cheval thinks a majority of online content will be created in video format. It’s one content type that has been on the rise in recent years and is showing no signs of slowing down.
A7 More video. More tools for creating content. And more dilution. Those that are creative + consistent = stand out #ContentWritingChat
Julia also sees that video is on the rise, but she’s also predicting there will be even more tools for creating content. She said people will have to be both creative and consistent if they want to stand out in this busy online world.
A7 Short form videos & user generated content looks promising in 2017 #ContentWritingChat
Jasmine thinks brands will be using new ways to encourage reader engagement. After all, it’s so important that we stay in touch with our audience and build relationships with them.
Lex is hoping for a greater integration of SEO, as well as better use of metrics and analytics.
Q8: Which tools do you rely on to create amazing online content for your brand?
Fortunately, content creation is made much easier with all the powerful tools we have at our disposal. If you’re looking for some new ones to try out, take a look at these suggestions:
BuzzSumo, Keyword Tool, and SEMrush are all great options for conducting keyword research. For editing, Grammarly is a popular option. And for anyone who wants an easy way to create graphics, Canva is awesome.
Beth loves to use the Hemingway app, which is another popular tool for content creation.
Want to join in on the Twitter chat fun? Our chat takes place every Tuesday at 10 AM Central Time! Be sure to follow @ExpWriters and @writingchat for all the latest!
By now, you probably know how important content marketing and SEO are for your online brand. But do you really know how to implement them? In this #ContentWritingChat, we discussed this topic and received some really great advice from our chat participants. Keep reading to learn more!
#ContentWritingChat Recap: Making Content Marketing & SEO Work for Your Brand with Gini Dietrich
Our guest host this week was Gini Dietrich. Gini is the CEO of Arment Dietrich. She’s also an author and a speaker. In this week’s chat, she shared some valuable tips you’ll want to use for your own brand.
Q1: Content marketers today have to know SEO. Do you have a process you recommend to combine both?
To kick off the chat, we asked everyone to share their tips for combining both content marketing and SEO. Here are some of the responses we received:
A1: I do, in fact! The process is this: 1) Define keywords where you can compete; 2) Create headlines (cont…) #contentwritingchat
— Gini Dietrich (@ginidietrich) June 27, 2017
A1: 3) Develop your ed calendar based on those headlines; 4) Publish content; 5) Earn high-value links; 6) Watch results #contentwritingchat
Gini’s process includes the following: defining keywords where you can compete, creating headlines, developing an editorial calendar, publishing content, earning high-value links, and tracking results.
A1 Know your keywords (use @semrush). Optimize a headline & craft outline. Create comprehensive, best-answer 2000w blogs #ContentWritingChat
— Julia McCoy ? (@JuliaEMcCoy) June 27, 2017
Julia says it all starts with knowing your keywords. She loves to use SEMrush for this. Then, she writes an optimized headline and begins creating her content.
A1 Identify key keywords through Google Keywords + other research. Find out what people want to know about through this. #ContentWritingChat
For Emma, her process starts by identifying keywords with Google’s Keyword Planner and other research. She knows it’s important to figure out what your audience is looking for.
Kristin agrees that you need a strategy in order to get your content in front of the right people.
Q2: So, are you saying we need to create content for robots first?
The big question here is… Who do we focus on when creating content? Do we focus on the human reader or the robots running the search engines? Here’s what our chat participants had to say:
A2: Not necessarily, no. You should have a list of questions customers and prospects ask. (cont…) #contentwritingchat
— Gini Dietrich (@ginidietrich) June 27, 2017
A2: A list of questions you answer via email. Your FAQ. Then look up keywords based on those. #contentwritingchat
Gini doesn’t feel robots should be your primary focus. Instead, she recommends keeping a list of questions your customers and prospective customers ask. You can then do keyword research and create content based on those commonly asked questions so you can better address your audience’s needs.
Gaby’s advice is to focus on providing quality, valuable content for your audience first and foremost.
A2. I always write for my audience first. #SEO tweaks can be made afterward w/o compromising story. #contentwritingchat
— Kristin Huntley (@seekristintweet) June 27, 2017
Kristin focuses on writing for her audience and makes SEO tweaks afterwards.
Gaby’s advice is to monitor your market, industry, audience, brand, and your analytics.
Q4: Can you define domain authority and explain why it’s important to content marketers?
Wondering what domain authority is and whether or not it’s important for you? Check out these responses from the chat:
A4: For content marketers and communicators, domain authority gives a metric at top of the funnel #contentwritingchat
— Gini Dietrich (@ginidietrich) June 27, 2017
A4: It provides an opportunity find high-value sites for media relations/publicity #contentwritingchat
Gini says domain authority gives a metric at the top of the funnel. It gives you the opportunity to find high-value sites for media relations and publicity.
Julia said domain authority is a metric created by Moz. She suggests paying attention when researching keyword opportunities.
A4ii: DA is important because it correlates with “rankings”/performance in search engines. High DA = high visibility.#ContentWritingChat
— ThinkSEM (@ThinkSEM) June 27, 2017
As Sarah said, it correlates with rankings and performance in search engines.
Q5: How do you recommend we pitch contributed content, if we’re not PR pros?
If you need some tips for pitching contributed content, just check out this advice:
A5: Pitching is all about relationships. If you want contributed content, share their content first. (cont…) #contentwritingchat
A5: Comment on their content. Talk to them on Twitter. Then pitch your story idea. #contentwritingchat
— Gini Dietrich (@ginidietrich) June 27, 2017
Gini feels pitching is all about relationships. You can start building a relationship with a publication by sharing their content first. You can also comment on their content and talk to them on Twitter. Once you’ve built up that relationship, you can move forward with your pitch.
A5. It helps to know who you’re pitching – inside and out – to ensure it’s a good fit. #contentwritingchat
Andrea suggests building relationships with publications and authors. When you do, you stand a better chance at getting a yes from them when you pitch content.
A5: Build a relationship with site/editor, and then pitch your idea. Provide examples of published work to back up #contentwritingchat
Devin also agrees with building a relationship with the site and editor you’re wanting to pitch to. It also helps to have examples of work you’ve already published.
Mallie’s advice is to personalize the pitches you send. You want to showcase the value you can provide through a contribution you’d like to submit.
A5. No mass emails! Be personal and GENUINE – it shines through (I think so anyway!) #contentwritingchat
— Louise Dickens (@_LouiseDickens) June 27, 2017
Ditch the mass emails when pitching. Be personal and genuine when contacting someone about a contribution.
A5 Pitching content is no diff than any other kind of “pitching.” Find right person, show value & fill a need. #contentwritingchat
As Devin said, it’s ultimately going to depend on your niche. Not every niche will have the same size, search volume, etc. And Gini agrees. Low search volume can be beneficial in a niche industry.
Julia knows it’s not worth trashing a topic simply because it has low search volume. Check out the graphic she shared with tips on how to validate your content topic.
A6: Doesn’t matter if it is low search volume, as long as it is well written for a specific audience #contentwritingchat
While search volume is valuable, Mallie knows that engagement is key as well.
Q7: Can we use LinkedIn Pulse and Medium to help increase our domain authority?
Are platforms like LinkedIn Pulse and Medium worthwhile? Here’s what some of our chat participants had to say about the subject:
A7: No, they won’t increase your DA. But they WILL build your readership and bring people to your site. #contentwritingchat
— Gini Dietrich (@ginidietrich) June 27, 2017
Gini feels it won’t boost your domain authority, but it will build your readership and send traffic back to your site.
A7. Absolutely! Include posts on LI Pulse & Medium in your monthly content plan, link to your site related content w/in #ContentWritingChat
Julia says yes. She suggests including posts on LinkedIn Pulse and Medium in your monthly content plan. You can use it as an opportunity to link to related content on your site.
While it might not help you increase domain authority, it can help you get more traffic.
A7: Depends on where your audience hangs out. Yelling in a new empty room won’t change anything. #ContentWritingChat
— don’t panic mgmt (@dontpanicmgmt) June 27, 2017
It’s also worthwhile to determine if your audience is actually spending time on these platforms. If they are, it’ll be worthwhile for you to share content there.
Q8: Can you give us a list of all the tools you recommend for this type of work?
If you’re in need of some new tools to try out, we’ve got you covered! Check out these suggestions from the chat:
A8: A list of questions your customers/prospects ask, a keyword planner, a mind mapping tool, an ed calendar (cont) #contentwritingchat
A8: Some patience, some elbow grease, and the ability to build relationships with human beings #contentwritingchat
— Gini Dietrich (@ginidietrich) June 27, 2017
Gini suggests having a list of questions from your customers and prospects, a keyword planner, a mind mapping tool, and an editorial calendar. She also recommends having some patience, elbow grease, and the ability to build relationships with others.
A8: A creative mind with a strong work ethic ready to take the long road & not cut corners #contentwritingchat
Andrea’s go-to tools include BuzzSumo, Feedly, and Hashtagify.
Recap of Recommended Tools:
SEMrush
Moz
keywordtool.io
Answer the Public
Mangools
BrightEdge
Hashtagify
Grep Words
Majestic SEO
BuzzSumo
Reddit
Be sure to join us for the next #ContentWritingChat, which happens every Tuesday at 10 AM Central Time. (We’ll skip July 4, though! Happy Independence Day to all our chatters!) Follow us @ExpWriters and @writingchat for all the latest updates!
Are you ready to step-up your writing skills? In this #ContentWritingChat, we got technical by talking about language in content. We discussed the use of formal language, changes to style guides, the role an editor plays, and much more.
#ContentWritingChat Recap: Language in Content with Tara Clapper
Our guest host this week was our very own Content Development Specialist, Tara Clapper. We were excited to have her join us and she shared some helpful advice you’ll be able to put to use when creating content of your very own. Let’s dive in!
Q1: When should you use colloquial vs. formal language in your content?
Colloquial vs. formal language. How do you know which one to use when creating content? Here are some tips from this week’s chat that will help you decide:
This is great advice from Tara. She recommends using language that is going to reach your audience. You can speak like they do and make them feel loved and appreciated. It’s just one way to help you better connect with them.
A1: You really want to consider the audience you’re writing for and the type of content you’re creating. #ContentWritingChat
Not only do you want to consider your audience, but you also want to consider the type of content you’re creating. You might find that various content types require a different style of language in content.
Krystal knows that it largely depends on who your audience is. When you know what will resonate with your audience, the decision is much easier. She also suggests considering the goals you’re trying to reach as well because the language you use can impact that.
For Jason, he likes to stick to formal language when creating ads. However, he’s more informal, down to earth, and humanizing in his regular content. Many choose to switch up their language depending on the type of content they’re producing.
Sarah from ThinkSEM feels the same way. Marketing and sales content is more formal, but blogs and social media interactions are reflective of how you’d speak in real life.
This is a great reason to consider what your audience is going to resonate with. For Sara, she’s noticed that anything too formal in her industry goes over the heads of her readers. You don’t want this to happen, so make sure you choose your language style wisely.
Q2: Recently, AP formalized the use of the singular “they.” Should brand adopt trends before style guide changes?
By now, many of us are pretty familiar with the AP Stylebook. They’re known to make changes with every new edition, but does that mean brands should adopt changes before they’re made official in the AP Stylebook? Here’s some advice:
A2: Yes. Style guides change because of usage, not the other way around. Be in tune w/how your audience speaks. #ContentWritingChat
Tara said brands can absolutely adopt trends before style guide changes are made. As she said, those changes come about due to usage, which means people have already adopted them. It helps to be in tune with how your audience speaks.
She also suggests adopting changes quickly if you want your brand to be seen as progressive. If your brand is more traditional, Tara feels you can wait.
Sarah said brands should write however they want to write. Not everyone is going to adhere to the rules in a style guide, which is absolutely fine. You have to do what’s right for you.
A2: Yes, because language evolves quickly: by the time the style guide changes, the language may move again. #ContentWritingChat
Being on social media is one way to pick up on trends early on. You’ll likely notice a shift in language just by seeing how others are talking.
Q3: What is a sensitivity edit? Should social media messages pass one?
Have you heard of a sensitivity edit before? Do you think social media messages need to pass one? We asked this question during the chat and here’s what a few people had to say:
A3: Sensitivity edits check for meanings in messages that could be blatantly or inadvertently offensive to groups. #ContentWritingChat
Tara said a sensitivity edit checks for meanings in messages that could be blatantly or inadvertently offensive to groups. You want to be sure that the posts you make aren’t going to offend anyone, otherwise it could spell disaster for your brand. For this reason, she encourages all brands to conduct a sensitivity edit on their content.
As Zala said, words do matter. You have to consider cultural and sensitivity factors when creating content for social media and any other platforms. Things can easily be misunderstood and you don’t want to take a chance.
Take a cue from other brands who have messed up big time by posting things people wound up finding offensive. It’s always better to think twice before posting.
A3: Sensitivity checks ensure you’re not a complete donkey. REGARDLESS, you’re probably still going to offend someone. #contentwritingchat
Unfortunately, Elizabeth is right about this one. People do take offense to a lot, so you might think something is okay to post, but people may dislike it.
Key things you’ll want to avoid include: anything that’s blatantly offensive, political posts, or religious posts. These are sensitive topics that could open your brand up to a world of backlash if you aren’t careful.
Q4: Does the level of formality differ based on the type of content?
Going back to our first question, we switched gears to talk about formality again. We asked our audience if they felt formality differed based on the type of content they were creating. Here’s what some participants had to say:
A4: Articles and authority pieces usually have a more formal tone than blog posts. Podcasts can be more conversational. #ContentWritingChat
Tara says yes! She feels articles and authority pieces typically have a more formal tone than standard blog posts. However, she said podcasts can be more conversational.
A4: Yes! Although our general voice is informal, there needs to be adjustments for video, white papers, emails, etc. #ContentWritingChat
Maureen also knows an adjustment in voice can be necessary. While she generally keeps it pretty informal, she makes changes for video content, white papers, and emails.
A4: Absolutely! Different content has different purposes, therefore the way you write will be different for each. #contentwritingchat
Elizabeth said to consider the platform and content type when deciding on your voice. You want to consider how your readers are going to interpret what you’ve written.
On the flip side, Lex feels that a brand should always stick to the same tone instead of switching back and forth between formal and informal depending on the content.
As Jason knows, it ultimately goes back to your audience. If the way you write doesn’t resonate with your audience, they aren’t going to connect with it and they won’t engage with it.
Q5: When should customers be more forgiving of a brand’s errors in grammar or usage?
We all make mistakes, right? Does this mean customers need to be forgiving when their favorite brand posts something with a typo or grammatical error? Here are some responses from Tuesday’s chat:
Mistakes shouldn’t be a regular occurrence because it’s important to proofread. However, it’s no big deal if they happen once in a while because it’s just part of being human. If you notice an error, correct it as soon as possible.
A5: forgive a brand when they own the mistake and build a bridge to hearing feedback. Humans talking to humans. #ContentWritingChat
Darcy is spot on with this answer. As she said, mistakes happen, but they shouldn’t happen a lot. When publishing content, you need to strive to be accurate, so always double-check first.
A5: How many tweets have we misspelled by 1 letter (or switching 2 letters by accident). Where’s the beef? #ContentWritingChat
To help cut down on mistakes, Ray suggests using tools like Grammarly or the Hemingway App.
Q6: Are editors responsible for spelling and grammar only, or also tone and messaging?
Having an editor on hand to review your work is always helpful, but are they just there to check for spelling and grammar mistakes? Should your editor be reviewing mistakes in tone in messaging as well? Here’s what some of our chat participants had to say:
As Ray said, it really depends on what the writer is looking for. Does the writer want someone to just edit for grammar and spelling mistakes? Or do they also want you to look for errors in tone and messaging?
A6: Editors are responsible for reviewing the whole package: spelling, grammar, tone, tense, voice, etc. #contentwritingchat
Elizabeth feels an editor should be responsible for reviewing everything in a piece of content. If that’s what you need an editor to do for you, make sure you’re clear about what you expect.
a6 That depends entirely on the PURPOSE of the editor. The Sensitivity Editor Would Say YES, YES, YES #ContentWritingChat
Open communication is key. You should be appreciative and respectful of the feedback an editor gives you. Having a great working relationship will make a huge difference.
A6b: Editors are the jewelers of the world. They take a beautiful stone and carve and polish it into something sparkly. #ContentWritingChat
Tara said an editor should review anything they’re tasked with. Here at Express Writers, this can include checking for trustworthy links and ensuring copy is unique.
A7: A Brand’s editor should review copy, format, related graphics, & fluidity of campaign that copy was written for. #contentwritingchat
Did you catch #ContentWritingChat this week? If not, there’s no need to worry! We have a recap of our latest chat and it’s filled with amazing tips to help you take your content to the next level. If you’re ready to learn how to create content that builds community and generates leads, keep reading!
#ContentWritingChat Recap: How to Create Content That Builds Community & Generates Leads with Kathleen Burns
For this week’s chat, we were joined by Kathleen Burns. Kathleen is the Community Manager the United States Blog Editor for our friends over at SEMrush. She joined us to share her tips on creating content that not only builds community for your brand, but also helps you generate leads.
Q1: How can you create content that appeals to your audience? What steps do you need to take?
One key element in creating successful content for your brand is appealing directly to the people you’re trying to reach. Without creating the content that speaks directly to them, you’re going to wind up attracting all the wrong people or worse… No one at all! Here’s what you need to know about creating content your audience will love:
As Kathleen said, the first step in creating content that appeals to your audience is talking to them and listening to what they have to say. You can learn so much about the questions they have and the issues they’re facing by just asking them. Reviews, posts on online forums, and comments on your blog are also great sources of feedback from your audience. She recommends creating a reader persona so you know exactly who you’re writing for.
It always helps to address your audience’s key pain points. Not only will they appreciate it, but it’s the best way to provide tremendous value to them. They’ll want to keep coming back for more and more after that.
Julia agrees! Listening is key to getting to know your audience and understanding their needs. Treat it like a real life relationship and start making those connections through conversations and listening to what others have to say.
A1 – Step one is always the same: Know your audience. I mean KNOW them. Know what they care about and motivates them #contentwritingchat
James said step one is always to know your audience. Without truly knowing who you’re trying to reach with your content, you aren’t able to create the content that will speak to them. Get to know and understand your audience before you move forward with creating blog posts and social media content.
A1a: Know your audience. What are they talking about, what have they liked of your content so far? #ContentWritingChat
Kristi agrees that knowing your audience is the first step to content creation. She suggests determining what they’re talking about, but also what they have liked of your content so far. For example, see what your most popular blog posts are because it’s likely a good indicator that your audience would love to see more content that’s similar.
Bill’s advice is to learn the preferences of your audience as well as their pain points. When you know they’re preferences, you can determine what content formats they like the most and which topics are their favorites. Understanding their pain points gives you the opportunity to solve their biggest struggles.
Cassandra’s advice is spot on. If you want to get to know your audience, it helps to get out and actually talk to them. Strike up a conversation in your blog’s comments, on social media, or within your email newsletter. The options are endless. Figure out what they need and what they’re struggling with and then deliver exactly what they need.
As Jacob said, you want to understand the problems, desires, and wants of your audience. Once you have that figured out, you can create the content they need the most.
Q2: Why is it important to set goals for your content? Discuss goals to set for community building and lead generation.
The content you create should always serve a purpose, whether it’s a blog post, a video, a podcast, or something else. In order to determine if you achieved what you set out to do, you need to set goals that you can actually measure and track. Here’s what some of the participants in Tuesday’s chat said about setting content goals:
Kathleen said content goals provide direction and depth for content development. Here advice is to make your goals something measurable and define what a successful piece of content means for you. That could be different for everyone and could vary depending on the content. One blog most might be designed to drive email sign-ups, while another could be promoting a product or building brand awareness. It all depends what you’re trying to achieve.
Right on! If you don’t set goals, you have no way to measure your success. If you can’t measure your success, you won’t have any idea how to make improvements the next time around. And the reality is, no matter how great we think we are, there’s always room for improvement. You just need to know what to improve upon and you can only do that by measuring your previous results.
As Zala said, you don’t want to just push content out. Your content needs to serve a purpose so you should always have a measurable call to action (CTA).
A2: If it’s not getting results, it’s wasting time and money. Results are less meaningful without a goal to tie them to! #contentwritingchat
As Sarah said, if you aren’t getting results then it’s just a waste of time and money. You want to make sure you’re achieving what you set out to do after putting so much time and effort into creating your content. Setting goals and measuring the results is what will help make this all worthwhile.
She also mentioned that some great goals for community building include engagement factors. Is your audience liking and sharing your content? Are they leaving comments? Is your community growing? These are all great things to track.
Q3: What kind of content helps to build an engaged community around your brand?
Building a community is something pretty much every brand is after these days. You want to have a loyal audience who likes your content and trusts you. You want your audience to take that next step and engage with you. These tips will help you create that for your own brand:
Kathleen recommends addressing the needs of your audience with the content you create. You can share tips that will help them in some way, which they’ll find beneficial.
Jason said to post content that is relatable and shareable. Pictures and quotes are always a great way to go. When you share content that inspires them, they’re going to be more inclined to share it with their audience.
Jenn suggests sharing things like user-generated content, infographics, videos, and interviews. Content that is going to encourage a conversation between you and your audience is key here. You can always experiment to see what works best for your brand because it’s going to be different for everyone.
A3 User-generated content. If you want an engaged community, give them space to create it. #contentwritingchat
Lex also agrees that user-generated content is powerful. Encourage your audience to actually be a part of your community by inviting them to post content that is relevant to your brand. One of the best ways to do this is through a branded hashtag on Instagram.
If you want to build an engaged community, you need to provide value through the content you create. Debi’s advice is to create content that helps your audience by answering their questions. Everything you share should be relevant to grab their attention.
A3: Give them a reason to interact: poll, question, video. Sometimes you can gain info for a blog! #ContentWritingChat
Make sure you give them a reason to interact with you. As Kristi said, you can create a poll or ask questions to get feedback and to get a conversation flowing. It really is that simple! You just have to be willing to take that step to encourage engagement.
As Julia mentioned, live conversation is perfect for this. You can do that through your very own Twitter chat, live video, and more.
Q4: How will you know if your content has been well-received by your audience? What metrics are important to track?
When you’re creating content, one thing that’s important is making sure your audience actually liked it. But how can you tell if they enjoyed your content and received value from it? These tips will help you determine the success of your content, plus you’ll know exactly which metrics to track:
Kathleen said to ask yourself which metrics apply to your overall goals. Depending on your goals, you may want to track mentions, replies, social media shares, and downloads.
As Liliana said, it’s clear that your content was well-received when your audience takes some sort of action. Click-throughs, comments, and downloads are all metrics that are worth tracking.
A4: If your content is being talked about you see community growth, track clicks, shares, web metrics and sales #ContentWritingChat
Brandie pointed out that some common metrics include clicks, shares, and sales. It’s also worthwhile to monitor what your audience is saying. Are they talking about your content and if so, what are they saying about it? If your content got them talking in a good way, then that’s always a positive sign.
Keep in mind that everyone has different goals for their content and sometimes your goal can vary depending on the piece of content. Some common metrics are shares, conversions, and sales. When you see people converting on your content or making a purchase, that’s always a great sign that they received some amount of value. There’s nothing better than when your audience takes that next step with your brand.
Q5: What are key steps to take in order to generate leads from blog posts and social media?
One of the top goals people set for their content is lead generation, however many people just don’t know how to make it happen. So, here’s what you need to know to see results:
A5: What’s your CTA? Urge action! Provide an answer in your content, lead them to a solution or discussion in community #ContentWritingChat
Don’t forget that call to action! If you want your audience to take that next step, you have to be clear about what that next step is. Hold their hand and lead them exactly where you want them to go. Don’t count on them to figure it out on their own.
Jason also knows the importance of an effective CTA. Make it clear what you want your audience to do next so they aren’t left wondering. You have to capture their attention before they click off your page for good.
A5: Create a personal connection between audience/content, foster a meaningful and transparent relationship. #ContentWritingChat
Developing a connection with your audience is key in establishing trust. The reality is, people aren’t likely to buy your product or service after discovering you for the first time. You have to work to build a relationship with them and build trust before you can expect to generate leads consistently.
Engaging with your audience is a key part of generating leads. People are going to be more inclined to purchase from a brand that they have engaged and connected with. Chat with your audience and start building that KLT (Know, Like, Trust) Factor with them and you’re sure to see results.
A5: Engage with your audience, have authentic conversations, show you care. Follow up later. #ContentWritingChat@ExpWriters
Jeremy also agrees that engagement is important when it comes to generating leads. Make sure you’re having conversations with your audience, listening to what they have to say, and genuinely showing that you care about them and their needs. If they don’t take action right away, you can always follow up with them.
These are all essential steps that Lex suggested. She recommends listening to your audience and helping them in any way that you can, which then builds trust. You should also create CTAs and set goals for your content.
Q6: How does brand storytelling play a factor in community building and lead generation?
You likely hear people talking about the importance of “brand storytelling” all the time these days. You may even be wondering how it impacts community building and lead generation and how you can use your brand’s story to your advantage. Here’s what you need to know:
A6: Storytelling can bring a community coming together to tell a singular story with many voices about a brand #ContentWritingChat
As Kathleen said, storytelling can bring a community together. That’s pretty powerful for anyone who is trying to grow their brand and develop trust with their audience.
Overall, storytelling makes your brand feel more human. It gives your brand personality, a meaning, and passion. Your brand’s story is ultimately what will draw people in and what will help them connect with you.
A6. Humans connect through story. And people buy from people. The story is the common thread connecting sales to values. #contentwritingchat
As Brittany said, humans connect through stories and people buy from other people. A potential customer is going to be more likely to purchase from you when they feel connected in some way and when they’ve started trusting you.
Your story adds personal flair and character to your brand, which is what your audience will find relatable. It’s what will draw them in and make them love what you’re creating.
A6: Storytelling resonates with the audience. It helps create a connection with each person & makes it personal. #contentwritingchat
When your story resonates with your target audience (and it should), it helps you to develop a deeper connection with them. That’s only the beginning of the customer journey.
If your brand’s story isn’t worth following, why would anyone want to stick around? Your brand story needs to be compelling and should appeal to your target audience.
Q7: Which tools do you rely on to help you create amazing content?
While you’re totally fine to just rely on pen and paper, we have a plethora of amazing tools at our fingertips today. These are tools that help make the content creation process even easier, which is always a plus. Check out these tools for yourself:
A keyboard and a brain full of ideas is a great place to start when it comes to content creation. Plus, it never hurts to have a furry friend to bounce ideas off of.
A7. I’m also never without a notebook or my phone to jot down ideas when they come. #contentwritingchat
Brittany always keeps a notebook or her phone on hand to jot down ideas as she gets them. It’s so important to have a place to store those ideas that pop up when you least expect it.
Sabjan turns to BuzzSumo, Neil Patel, and our own Julia McCoy when he needs help with content creation.
Q8: What brands have built an incredible community?
And finally, we wrapped up the chat by asking everyone to tag a brand they felt has built an incredible community through their content. Here’s what some of them had to say:
A8: @buffer has really built an incredible community around their brand thanks to their amazing content. #ContentWritingChat
The Tentacle team thinks Taco Bell has done a great job at building a strong community. We look forward to seeing you at the next #ContentWritingChat! Mark your calendars weekly for Tuesday at 10 AM Central Time for great chats centered around content writing and marketing. Follow @ExpWriters to stay updated on our new topics and guests!
If you missed #ContentWritingChat this week, grab a snack and catch up with the recap of our latest chat. We talked all about how to promote your content online for more exposure: there’s a lot to learn!
#ContentWritingChat May 17 2016 Recap: Key Ways to Promote Your Content After You Hit Publish
This week, our guest host was Sid Bharath. Sid is a writer, contributor to Content Marketing Institute, and the VP of Growth at Thinkific. To check out his insights on content promotion, keep reading for loads of great tips from the chat!
Q1: How can you encourage your audience to share your newly published posts?
So, you’ve written a brand new blog post and you’re pretty proud of it. Now the question remains: how do you get your audience to share it?
David is spot-on with his answer! If you want people to share your content, you need to write shareworthy content in the first place. Don’t forget to promote your own work through various channels including social media, emails, and forums.
A1 Start by sharing it yourself! On all platforms w/ a great visual. Email a list who signed up to get your blog updates #ContentWritingChat
Our CEO, Julia, was on the same page as David. She also mentioned sharing your content yourself. After all, how can you expect someone to find your work if you aren’t sharing it?
Tara knows the importance of engagement! It makes a huge difference when you take the time to just talk to your audience. Once you’ve developed a relationship with them, asking them to share becomes so much easier.
First and foremost, you need to focus on providing value to your audience through your content. As Sarah from Think SEM said, if you’re publishing great content, your audience will want to share it.
A1: It starts with learning about your audience. Find out what they want to read and then they will want to share it. #ContentWritingChat
To ensure you’re providing your audience with great content, you need to get the know them. Who are you writing for? What are they interested in? How can you help them and solve their problems with your content? When you give your audience the content they want, they’ll certainly want to spread the word.
A1. Producing great content in the first place. But a little “please share” doesn’t hurt. #ContentWritingChat
— Brittany Brander (@BrittanyBrander) May 17, 2016
Brittany knows that asking your audience to share your content never hurts. Saying “please” helps too, right?
A1b) Make it easy to share! Share buttons and “Tweet this” functionality is a must! #ContentWritingChat
Don’t forget! If you want your audience to share your newest blog post, you need to make it easy for them to share. It should never be a hassle for someone to share your post to Twitter, Facebook, Pinterest, etc. Include social sharing buttons on your blog posts and even the Click to Tweet plugin. You’re sure to see an increase in shares!
Q2: What are key ways to engage with people who are sharing your posts on social media?
Do you take the time to respond to the people sharing your content on social media? You should! Here’s what you should do:
If someone shares your content, say thanks! Sid also recommends following-up to ask what that person thought of your content. It’s a great way to spark a conversation and get their thoughts.
A2. Say thanks! And return the favor by sharing their content too. #contentwritingchat
— Kristen Dunleavy (@KristenWritesIt) May 17, 2016
A2) Gratitude goes a long way. Be sure to thank them for sharing & reciprocate by sharing their content. #contentwritingchat
A simple “thank you” goes a long way to show someone you appreciate the share. Even better? Share their content too if it’s great and fits with your audience’s interests.
Sarah and Erika agree in sending over a quick thanks to anyone who shares your content. To encourage a conversation, ask the person who shared your content what he/she liked the most about it. It’s a great way to get direct feedback from your audience.
A2. I’ve always like a simple “Thanks for sharing!” tweet or comment. It’s a good start to building the relationship. #ContentWritingChat
— Brittany Brander (@BrittanyBrander) May 17, 2016
As Brittany said, that quick “thank you” is a good way to start building a relationship with your audience. Let them know you’re grateful for the share.
A2) Thanking people for sharing is a great ice-breaker. Use it as an opportunity to present a human face #ContentWritingChat
This is one process you don’t want to automate! Take the time to check in on social media to favorite any posts sharing your content and to say thanks.
Q3: Should you ask influencers to share your content? If so, how do you approach them?
Should you ever reach out to influencers to share your content? And how in the world do you ask them for a share? Here are some tips you need to know before you start contacting people:
A3b: Right way – Do something for the influencer, build a relationship, then ask for a share #ContentWritingChat@writingchat
As Sarah said, ditch the “cold call” style when it comes to reaching out to influencers. You need to work on building a relationship with them before you ask for a favor.
A3) I would work backwards on this, build relationship first, then ask for shares #ContentWritingChat
David agrees about the importance of building a relationship first. You can’t ask someone you don’t even know to share your work!
A3. Only when your content is relevant to their audience/fits in with what they usually share. #contentwritingchat
— Kristen Dunleavy (@KristenWritesIt) May 17, 2016
Kristen recommends only reaching out if your content is relevant to their audience. If your content isn’t something their audience would be interested in, they might be less likely to share it.
A3: If they are quoted in your work, then yes ask them! Give credit where credit is due. #ContentWritingChat
Consider what resonates with your audience. Give them what they enjoy! If you don’t know what they prefer, test out a few options and see how they respond. Or you could always ask!
As Sarah and Varun said, make sure you’re keeping your old content updated. Check in on old posts that are getting a lot of traffic and update with recent material if needed. Interlink blog posts as well to send traffic to posts within your archives.
A5. Repurpose older content in an email series so your new subscribers can access your best work. #contentwritingchat
— Kristen Dunleavy (@KristenWritesIt) May 17, 2016
Kristen recommends repurposing your older content into an email series for new subscribers. Great idea!
A5: Share it! Does it fit into a current trending topic, then share it! Content shouldn’t die after one share. #ContentWritingChat
Another great tip? Build your presence on Pinterest. Make sure you’re sharing your blog posts there because it’s an amazing way to send traffic back to your site.
Q6: Should you track shares after you’ve published a blog post? Why?
Just how important are social media shares? Should you be tracking them for each of your blog posts? Our chat participants weighed in…
Sid had a different answer from most of the people in Tuesday’s chat and it was great to hear his perspective. After all, what good are those social media shares if people aren’t actually clicking the links and visiting your website?
A6: Always track your content to see how well your audience is eng. with it to figure out what you’re doing right/wrong. #ContentWritingChat
On the other end of the spectrum, Fiona only tracks her social media shares once a month. She said it helps her to see what her audience enjoys. She also brings up a great point about not getting too fixated on numbers. They can drive you crazy if they’re not where you want them to be.
Blog comments are also great to track because you want to encourage your audience to share their thoughts. It’s the best way to start a conversation with your readers.
A7 I track time on site, user journey, exit pages, CTA’s, lead generated. Plus LOADS more in a monthly report 🙂 #contentwritingchat
It sounds like Gina keeps a pretty detailed (and helpful) monthly report for her website. She tracks time on site, user journey, exit pages, CTAs, leads generated, and more.
A7: You should track whatever information will bring you closer to achieving your goals. That info could vary. #ContentWritingChat
A great tip from Zachary: track the metrics that will bring you closer to achieving your goals. Are you trying to increase pageviews? Keep an eye on traffic. Are you trying to increase the amount of comments you receive? Find ways to encourage people to leave their thoughts. It all depends on your needs.
Q8: What are a few key features of worthwhile, shareworthy content?
To wrap up the chat, we asked what makes content worthwhile and shareworthy. Here’s what some of you said:
Always create content with your audience in mind. When you provide your audience with the content they want, they’ll enjoy it and will be happy to share.
A8 a) Audience-targeted usefulness. Will it resonate w/ & be of use to YOUR audience? b) great writing! c) solid visuals #ContentWritingChat
Erika said the best content teaches her something new or shares a new perspective. Keep that in mind when you’re creating content for your audience!
We look forward to seeing you at the next #ContentWritingChat! Mark your calendars weekly for Tuesday at 10 AM CDT for great chats centered around content writing and marketing.
