When I attended CEX (the Creator Economy Expo) last year, I had Ruth Carter be my witness that I was committing to writing a book before the next year's conference. Spoiler Alert: I did it! And I'll be publishing it through Tilt Publishing. But that is a story for the next edition of the newsletter. Because right now, I want to share some of the conversations and presentations from CEX that I believe are critical for all content marketers — not just creators — to hear as we enter the 2026 planning season.

1. "If you can't disagree with it, it's not thought leadership." —Andy Crestodina. ​
   Let's all stop and take a moment with this one. Because I wager just about every content creator and content marketer who has ever been tapped to write an executive byline has had the experience of being given a two-word topic and told to go write something about it, then had the resulting copy be committee-edited into the blandest of content parcels. Authentic thought leadership requires a unique perspective from an actual individual who is willing to engage in open discussions and disagreements.
2. "Lean into your crazy." — Joe Pulizzi.​
   This was just one of the many tidbits from his latest book that Joe shared with us, but it's one that's essential to cut through the AI-generated dreck that's passing itself off as content in too many realms. Today is not the day to play it safe, to create another batch of meh content. Instead, think about what only you could do. The content that could only come from the culture that supports your brand. Lean into the weirdness that makes you unique. Consider this the next time you instinctively blur your video background when recording.
3. "Take messy, imperfect actions." — Austin Church.​
   As a recovering perfectionist, this one is hard. But he's right—it's absolutely critical to get out there and make things happen. Document that evolving workflow even if it isn't fine-tuned. What's important is identifying the goal you are trying to solve for with the process, and documenting what you are doing. Once you have this down, you'll be able to do a much better job of perfecting it once you capture how you're currently doing whatever it is.
4. "Hold your content hostage until you get paid." — Ruth Carter.​
   If you create content—whether you are in-house or a freelancer—make sure you understand what rights you are giving to the publishing company or you, the company, are purchasing. Payment does not equal ownership. The content creator decides what rights they are licensing to the publisher. If the publisher is asking for all rights in perpetuity, that's going to be a much more expensive piece of content than if they are licensing one-time use. Read your contracts, and strike through terms you disagree with! Or, better yet, hire someone like Ruth to draft your own contract for content work.
5. "Competent is a commodity." — Mark Schaefer.​
   Brands playing it safe with their content have created a "country club of boring." Safe content has become the norm, much like the old saying "no one ever got fired for buying IBM." But boring and safe don't get shared or talked about. If it's collective effervescence you're after, think big, and act with audacity.

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 chat today because I'm recovering from Covid. No, I did not bring it home from CEX—my partner's coworker gifted it to us both at the start of Labor Day weekend.
• Next Monday (September 15), on #ContentChat, I’ll be giving you the scoop on my new book! Tune in to hear all about what you can expect to find in its pages, sign up to get notified when pre-orders open, and learn how you can help me spread the word. No more random acts of content, here we come!

Get Involved with #ContentChat

• Do you have questions you’d like us to answer during #ContentChat?
  ​Reply to this email or join us on Mondays to ask them live!
• #ContentChat is now on Meetup!
  ​Join our community Meetup page to connect, learn, and share best practices in content strategy, management, and marketing with fellow #ContentChat members.
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  ​Use this link to follow our calendar so you never miss a chat.
• We're booking guests for Q4 2025—send us your pitch!
  ​Are you a content marketing practitioner, author, or consultant interested in being a guest for an upcoming edition of #ContentChat? We’d love to hear your topic pitch via our Content Chat guest submission form​

Content Marketing + Related Jobs

• ​Content & Communications Director, GoodParty, Remote US
• ​Head of Content Marketing, Stripe, New York
• ​Group Manager, Content Marketing Lead, Legal Zoom, Los Angeles
• ​Senior Manager, Content Lead, EverPro, Denver, CO
• ​Director, Content Strategy & Development, McGraw HIll, US
• ​Senior Content Marketing Manager, Drata, Remote US
• ​Sr. Director, Communications & Content, Carrot, US
• ​Director, Brand & Content, Caring, US
• ​Content Marketing Director, Visier, US
• ​Head of Content, Secure, US

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

I got my hands on some excellent books at CEX that you should add to your reading list:

• ​Burn the Playbook, Joe Pulizzi. Learn how to build a life on your own terms.
• ​The Visual Marketer, Jim MacLeod. The design basics every busy marketer needs.
• ​Sponsor Magnet, Justin Moore. How to attract, price, and execute your dream brand partnerships.
• ​Valuable Friction, Robert Rose. A bold guide to slowing down in a fast world—unlocking creativity, clarity, and meaningful success through the power of intentional friction.
• ​Audacious, Mark Schaefer. How humans win in an AI marketing world.

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​