If there’s one thing the MarketingProfs B2B Forum reinforced this year, it’s this: community isn’t just a byproduct of great content—it is the strategy.

Yes, the sessions were outrageously insightful. But it was the hallway chats, the LinkedIn follow-ups, and the in between times that turned insight into action. Those real-time conversations sparked ideas I’m already building into my 2026 content plans and governance materials.

When your community actively shapes your voice, priorities, and processes, you’re not creating content for them—you’re creating content with them.

This was true with my conference breakout session as well. It was those questions at the end and the collaborative problem solving that took place that gave back as much to me as it gave to the session participants.

With all this in mind, I thought about how community comes into play with my Triple A Content Governance Framework (which was my session topic):

• Align: Community insights refine your brand voice, style guide, and taxonomy in a way that feels lived-in, not theoretical.
• Approve: Community conversations inform what content gets created—not just chosen by internal stakeholders, but prioritized by actual audience demand.
• Amplify: Engaged communities don’t just consume—they share, discuss, and build on your content. That’s organic amplification money can’t buy.

I saw this reflected in every corner of MPB2B and its marketing family reunion vibe. And it’s something your content governance should absolutely reflect!

If you’ve been treating community as a distribution channel, it is time to invite those folks into the strategy itself.

After all, your community is already telling you what they care about. Your content governance just needs to listen—and operationalize it.

Because here’s the thing: When your community helps shape your voice, priorities, and processes, you’re not creating random acts of content—you’re scaling an intentional, relational content strategy.

What role does your community play in your content planning process? Hit reply and let me know—I’d love to learn how you're bringing community into to your content strategy.

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.

• ​TODAY (December 1) on #ContentChat, Maureen Jann and I are talking about Data-Driven Content Strategy: Using Proprietary Research, Insights & Metrics. We’ll explore how marketers can turn analytics into storytelling, collaborate with data teams, and prove content ROI—without sacrificing creativity. Join us to learn how to make dashboards that matter and use proprietary insights to fuel powerful content.
• ​Next Monday (Dec. 8) on #ContentChat, Maureen Jann and I are exploring how to build an authentic brand voice that scales across enterprise teams. B2B content can often feel stiff or impersonal—but it doesn’t have to. We'll cover how to define brand tone, train content teams, and ensure consistency across regions and contributors. Join us to learn how your brand can connect with audiences through human-centered storytelling.

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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• We're booking guests for Q1 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​

ICYMI

​37 Books That Should Be on Every Marketer’s TBR List in 2026​
Thank you Ann Gynn and Content Marketing Institute for including my upcoming book, Content Foundations, in this list of must-read books for marketers alongside so many friends whom I've had the pleasure of seeing speak this year at MarketingProfs, MAICON, and CEX. You can't go wrong with any of the books on this list.

​Why You Need a Year End Reset​
"The end of the year can pull teams into a whirlwind of deadlines, wrap-ups, and urgency. But leaders who pause, even briefly, make better decisions in January." In this episode of This Is Strategic Marketing Podcast, my friend Pamela Muldoon shares her POV on why stepping back at the end of the year is the key to making a more intentional and strategic start to 2026.

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
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