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 #ContentChat Bulletin: Why GAO is the content marketer's new best friend
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SEO has never felt like a content marketer's BFF. Rather, it's been more like that annoying relative who follows you around at family events, making sure you don't forget about them. Which is why it seems unlikely that its cousin—generative AI optimization (GAO)—should even be allowed to sit at our lunch table. But here's the thing: GAO, unlike SEO, is actually all about context. And when we are creating content, it's the context that other people always try to take out in the name of shorter headlines and not having "too many words" cluttering up their design. Sure, if I'm buying a dress, I don't need a bunch of words on the page. A few simple photos showing it from all angles, plus a materials listing and care details will do. Some people would buy the dress without those words, but many others, like me, want that added context. When you up the stakes to bigger purchases, the importance of the words increases. A pretty screenshot of a dashboard isn't going to sell a B2B technology subscription on its beauty alone. 5 GAO Principles Content Marketers LoveThe next time you find yourself in the middle of justifying your use of words, and pushing back against all content being shorter than an OG Tweet, here are five GAO fundamentals you can lean in on:
There's been so much noise about how AI is going to replace human writers. But from my perspective, it's AI that's going to help us make the case for doubling down on human-created content marketing with heft. What do you think? Have you registered for CEX yet?There's nothing sadder than watching from the LinkedIn sidelines while all your favorite people hang out together in Cleveland. Don't believe me? Just go take a look at the #CEX24 hashtag on LInkedIn and come back to me. So, like I said, it's not too late to save yourself from FOMO. Register today to secure your spot at the only conference for people who are serious about the business of content. I hope to see you in Cleveland! Content Marketing + Related Jobs
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. ICYMIThe Em Dash Responds to the AI Allegations Will Your Gen AI Strategy Shape Your Future or Derail It? What Content Strategy Looks Like in the Age of AI 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.
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...
It can be fun to break the mold—to try something new and unexpected in your content marketing program. But there is one mold you shouldn’t try to break: your brand’s voice. Yet, it seems to be the one standard that most frequently does get broken. But why is that? Unfortunately, there isn’t any one answer to that question. The many reasons why brands have inconsistent voice include: No defined brand voice chart for content creation Multiple freelancers creating content you haven’t explicitly...
I once had a manager who would send back documents I'd emailed for their review with dozens of revisions in the copy, some of them IN ALL CAPS, others with a yellow highlighter background, and a good number of the words I'd written newly formatted with strikethrough. You know—strikethrough. For those of you about to close this email because you think I'm being a sensitive artist whose precious about her words—that's not it at all! I like edits. I appreciate comments that help me understand...