I recently hosted a really fun and empowering webinar for the MarketingProfs team on how to use AI to personalize content without losing your brand voice, as part of their Marketing Writing Bootcamp: AI Edition. I received my best-ever rave reviews from attendees who felt that it really connected with them and their significant challenges at work.

I mean, one attendee wrote, "It was the most helpful, actionable webinar I have ever attended."

Can you imagine how wide my smile was reading that?

A few days later, I read a LinkedIn post from a freelance marketing writer who posted about how ridiculous it was to see a writer creating a brand voice GPT, noting, “only bad writers need a GPT trained on brand voice.”

Their logic? They pride themselves on keeping every client’s voice in their head. Every word and grammar preference, and all the pet peeves. No cheat sheets. No voice documentation. No AI support needed.

The problem?
They completely missed the point of creating a brand voice GPT!

Because no matter how good a writer is, they’re not the only one creating content for an organization. They’re not reviewing sales decks. Or training AI tools. Or QA’ing email nurture flows. Or onboarding new writers.

Scalable content needs more than talent. It needs systems.

And that’s exactly why I created the Triple A Content Governance Framework, which I will be sharing on Tuesday during my MarketingProfs B2B Forum session, "Align, Approve, Amplify: The Content Governance Strategy That Delivers Great Content Every Time."

Here’s the high-level breakdown:

• Align – Define your brand voice, taxonomy, and content guidelines
• Approve – Streamline content requests, workflows, and templates
• Amplify – Build systems for intentional distribution and measurement

This model helps your team—and your AI—create consistent, on-brand content without relying on any one person to be the brand voice gatekeeper.

I’ll be sharing more on this soon, but if you want to catch up on past tips and frameworks, browse the #ContentChat Bulletin archive.

P.S. If all of this resonates with you, please consider lending your support to my very personal cause.

Coming Up on #ContentChat

Content 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.

• No #ContentChat today because I'm in Boston, gearing up to present at the MarketingProfs B2B Forum!
• Next Monday (Nov. 24) on #ContentChat, guest host Maureen Jann, Director of Marketing, North America at Anunta, is joined by Jacci Robinson, VP of GTM and Growth at Anunta, to explore how to create content with your technology partners—not just for them. They will discuss how to align marketing and sales priorities, co-create stories that highlight joint customer value, and navigate the complexity of co-marketing with powerhouse brands like Lenovo, VMware, and Nutanix.
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  Join this #ContentChat conversation to learn how to create ecosystem content that drives pipeline growth, strengthens partner relationships, and delivers measurable results for every brand involved.

Content Marketing + Related Jobs

• ​Vice President, Content Marketing & Thought Leadership, Genysys, Remote
• ​Head of Content, 24 Seven Talent, Atlanta, GA
• ​Director of Content Strategy & Operations, Confluent, Remote
• ​Director of Content & Social, ManyChat, Austin, TX
• ​Director, Content and Campaigns, Gates Foundation, Seattle, WA or Washington, DC
• ​Associate Director, Content Strategy, Digitas North America, Boston, MA
• ​Managing Editor - Online, Silicon Valley Business Journal, San Jose, CA
• ​Senior Manager, Content Operations, Capital Group, Los Angeles
• ​Senior Manager, Content Strategy, Oxford Road, Remote
• ​Senior Manager, Content Strategy & Marketing, Truveta, Seattle, WA
• ​Director of Content, City of Philadelphia, Philadelphia, PA

Send Us Your Content Jobs!

If you have a content marketing contract position, full-time job, or freelancer opportunity, reply to this email and let us know. We are always happy to share jobs with the community at no cost.

ICYMI

​Ann Handley’s Em Dash Merch Drop (For a Great Cause)​
Ann Handley is taking her defense of the em dash to the next level—with a limited-edition merch pup-up (she's calling it a pop-up, but I couldn't resist) fundraiser. That's right, all proceeds from this store will benefit charity, split between two animal-rescue groups: the Humane World for Animals (formerly known as the Humane Society); and True & Faithful Rescue, which rescues and rehomes senior dogs. Now, you can be the human face of the em dash support. Buy your em dash merch today!

​How to Keep AI Content Trustworthy (and Actually Useful)​
Last week’s #ContentChat featured a timely conversation between me and Maureen Jann about one of the most pressing questions in content marketing right now: How do we keep AI-assisted content accurate, helpful, and aligned with our brand?

We explored how to build trust into your AI workflows, from brand voice training to editorial oversight—plus how to strike a balance between efficiency and responsibility.

Whether you’re leading the AI charge or just dipping your toe in, the recap is full of practical ways to keep your content smart and trustworthy.

Until next time, stay safe and be well!

Cheers,

Erika

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​Erika Heald, Founder & Chief Content Officer​
​Erika Heald Marketing Consulting​
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LinkedIn: @erikaheald​
Instagram: @MissErikaSF
​Threads: @MisserikaSF
​Bluesky: @erikaheald.bsky.social​​
​YouTube: @ErikaHeald​