Erika Heald is the host of the weekly #ContentChat LinkedIn Live video podcast for content marketers, held Mondays at noon Pacific. As a B2B marketing consultant, she helps organizations define and execute content marketing strategies that drive business and professional growth. As a creator, and gluten-free blogger helping people discover gut-friendly farm-to-table food. She frequently speaks at B2B marketing industry events on employee brand advocacy, content strategy, customer experience, AI readiness, and social media topics. You can find her on her blogs erikaheald.com and erikasglutenfreekitchen.com.
The Content Chat Bulletin: The Least Used Tool in the Content Toolbox
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It's been two weeks since I launched my content foundations assessment in this newsletter. While I'm not yet at my goal of 300 completed quizzes, we're off to a great start! Most importantly, I'm learning a ton about what's working for content pros and which parts of the foundation need some extra attention. What's interesting is how you start to see trends forming early on. Specifically, I'm already seeing which foundational elements most mature content programs have in place, and which tools aren't being used as often. The biggest surprise for me has been to see how many respondents are literally winging it by not using any content strategy or operations tools and frameworks. No templates, no guidelines, no calendars, no plan. I've had conversations with some of these folks over the past six months. Some of them have left feedback after my presentations. Their shared message is best summed up as "content governance is only for big companies." While the phrase "content governance" may be best suited for the enterprise marketing team's presentation decks, the fundamentals it encapsulates allow you to transform a content program that relies upon a single point of review and approval to maintain consistency and excellence into a scaleable business function. Even if you are a content creation team of one. Having your strategy documented, with the supporting templates and guidelines that define how you will implement it, allows you to hold yourself accountable and use tools—including generative AI—to receive feedback on how to improve and optimize your content. Do you really want to power up your computer each morning and start with a blank page every time you have content to create and distribute? I know I sure don't! And, it turns out, I'm not alone in this, despite the naysayers. A former colleague told me last week that she just shared a style guide I co-authored 10+ years ago with a new team member. Yes, it's had additions and changes since I pushed publish. But it's still in use. They're also still using some of my templates for a few specific recurring urgent content creation and distribution needs. The assessment is showing this to be true, too. I'm seeing results from content entrepreneurs—people whose business is creating content—who have comprehensive content strategies and are using a combination of foundational content elements to stay on track. I can't wait to talk with some of them and share their stories to illustrate the power of taking a pause to put these intentional tools in place so the content you create can better connect with the people you aim for it to serve. Coming Up on #ContentChatContent Chat is my weekly LinkedIn Live video chat focused on sharing expertise and ideas amongst the content marketing community. Join the conversation on Mondays at noon Pacific / 3 p.m. Eastern. RSVP for our upcoming conversations by clicking the chat date below to get a reminder and to access the chat.
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ACTION REQUESTED: Take my content scalability assessment!Do you have 2 minutes to spare to help me out? Please complete my 10-multiple-choice-question content foundations assessment to help me with my book. The assessment helps you see how ready your content program is to scale by bringing in new creators and tools, and where to focus next. The data helps me with insights for my book, including which sections need to go a little deeper. Take the quiz and help this writer out! Content Marketing + Related Jobs
Looking for a Content Pro to Join Your Team? Send Me Your Job Link!Do you know of a job opportunity you’d like to share with the community? Please send the listing my way so I can include it in our next newsletter. ICYMI[#ContentChat Recap] Digital Marketing Strategies for Small Businesses Content Governance is Ready for its Slowment—Erika Heald Technology Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 — Robert Rose Until next time, stay safe and be well! Cheers, Erika |
The #ContentChat Bulletin
Erika Heald is the host of the weekly #ContentChat LinkedIn Live video podcast for content marketers, held Mondays at noon Pacific. As a B2B marketing consultant, she helps organizations define and execute content marketing strategies that drive business and professional growth. As a creator, and gluten-free blogger helping people discover gut-friendly farm-to-table food. She frequently speaks at B2B marketing industry events on employee brand advocacy, content strategy, customer experience, AI readiness, and social media topics. You can find her on her blogs erikaheald.com and erikasglutenfreekitchen.com.
While watching the Oscars last night. I quickly spotted Isabella Rossellini in a prime aisle seat. The best supporting actress nominee for her role in Conclave was all smiles, seated with Laura Dern. My first thought was, "OMG! Are they doing a David Lynch tribute?" But almost as quickly, I dismissed that thought. And I got it. They weren't presenting a David Lynch tribute; they WERE the tribute to David. It starts with Isabella's dress. She wore blue velvet, as all mentions of her would...
The #ContentChat Bulletin: Frameworks that bring your content strategy to life + a small ask (TYIA!)
Have you documented your 2025 content strategy? If so—congratulations! It feels great to have this core piece of marketing guidance in place, doesn’t it? But here’s the thing: it’s only as effective as the frameworks you support it with. Your content strategy doesn’t provide the definitive answer to everyone on your team’s questions about what makes your content unique to your brand. And that’s OK—that isn’t its job. Your content strategy maps out what you intend to do, for whom, and what...
In remembrance of the visionary artist and director David Lynch, who died last week, Kyle McLachlan shared something in his NY Times opinion piece that resonated with me: To David, what you thought mattered, too. With his actors, he didn’t want to give straight direction because he saw us as artists and he knew the process of getting there was part and parcel of the art. With his audience, he was the same way. He valued you, as a unique individual, to make of it what you wished. He was drawn...