Just a few short days ago, I was in Napa, California, sipping wine and enjoying the sunshine with our dogs.

We had an amazing time. But it was also a lot of work!

I spent a really long time researching hotels, restaurants, and wineries that were both dog-friendly and had gluten-free options.

Talk about making things hard on myself!

But, in this case, it was worth it. We had a lovely time and didn't have to board the dogs (who love doggie playtime but prefer to spend all their time with their mom and dad if possible. Bulldogs have no concept of personal space.)

So, sometimes, it's worth putting the extra time and effort into creating an experience.

But other times, it really isn't.

As a consultant, I frequently audit content marketing workflows and process documentation to identify areas of opportunity and create efficiencies. In almost every case, the first thing I call out and help solve is the blank page problem.

What is the blank page problem? It's the issues that stem from someone's content creation "process" being opening up a new document in their word processing platform of choice and creating some content.

Why is this a problem? Because it ensures you will have to consciously think about every step of your content creation, approval, and distribution process. Which means you are absolutely much more likely to forget something. Like to write a great meta description. Or to double-check your external links, and to add relevant links to content on your site.

It's an easy process to solve, luckily. You can require an intake form for every new piece of content and use a creative brief that incorporates content copy decks and distribution steps into it. Or if your budget allows, and your approvals processes necessitate it, you can use a platform that allows you to document and manage all your content workflows.

Yes, it takes time to think through and document your processes. But it ends up saving you a ton of time.

Similarly, you can try to figure out how to approach new content types on your own. There is something to be said about learning from trial and error, but I personally find a lot of value in learning from my peers. That's why, at the end of the week, I'm hopping on a plane to attend this year's Content Entrepreneur Expo (CEX) in Cleveland.

There's really no substitute for spending focused time with other people who get you and have been in your shoes. Last year's conference led to new collaborations and numerous deepened friendships. It also inspired a collaboration that I promise I'll be ready to share with you very very soon. After all, my collab colleagues will be there with me, so we can learn and create together.

So the next time you're tempted to do things the hard way, I encourage you to stop and consider if you could potentially invest in yourself to make your content marketing life a little bit easier.
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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 on #ContentChat, we’re joined by Diane Burley, fractional chief content officer and founder of The Quotable Leader, to explore why primary research is a great content marketing investment that can fuel your content strategy. Diane will share her tips for conducting effective research, including what the process involves, how to identify relevant research topics, and ways to amplify your findings.

I’ll be in Cleveland to attend the CEX conference from May 5-7. But don’t worry, I have exciting conversations with two rockstar CEX-centric guests prepared for you! These conversations are pre-recorded since we’ll be in the midst of the event. However, leave us your questions as you watch the conversation live on LinkedIn, and we’ll answer any questions you leave for us on the event page.

• ​Next Monday (May 6) on #ContentChat, I’m speaking with the godfather of content marketing Joe Pulizzi to explore the ins and outs of self-publishing a book. Joe recently released The Content Entrepreneur, a book written with 33 content experts (including myself!). He will explain why he decided to self-publish, what the process entails, and why self-publishing is a great option for aspiring thought leaders.
• ​Next Tuesday (May 7) on #ContentChat, we have a special bonus episode with Marc Maxhimer, director of growth and partnerships at The Tilt, who will explain how to manage the editorial strategy for a collaborative book effort. Marc will discuss how he managed The Content Entrepreneur authors, including his lessons learned and tips for keeping a book with multiple contributors on schedule.

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.
• ​Want #ContentChat on your calendar?
  ​Use this link to follow our calendar so you never miss a chat.
• We're booking guests for H2 2024—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​

Will You Be In Cleveland for CEX Next Week?

Are you attending CEX? Let me know! I’d love to meet you at the show. If you purchase The Content Entrepreneur, I would love to sign your copy. AND there is a raffle with some awesome prizes for anyone who gets 10 or more author signatures.

Content Marketing + Related Jobs

​Chief Content Officer, America’s Test Kitchen. ​
America’s Test Kitchen is a pioneering food media brand that publishes recipes, cooking lessons, equipment reviews, and cooking shows. The brand seeks a chief content officer to manage its team of 100+ editors, producers, recipe developers, product testers, and more. This hybrid position is based in Boston, MA. Talk about a foodie dream job!

​Director of Content Marketing, Chartbeat.
​Chartbeat provides a content intelligence platform for publishers to build loyal audiences with editorial analytics. The company joined forces with Tubular, a social video intelligence and measurement solution, and Lineup Systems, a leading media sales technology. Its team is hiring a director of content marketing to develop and execute a holistic content marketing strategy and lead its content writers and designers while creating blog posts, white papers, case studies, videos, and more. This position is remote.

​Digital Content Strategy Lead, Vice President, JPMorgan Chase.
​Chase for Business aims to help small business owners start, grow, and run their businesses as a partner for their financial solutions. The Chase team is looking for a digital content strategy lead to develop and implement a cohesive digital content strategy tailored to small business owners, including creating high-quality website, social media, and email newsletter content. This role is based in Wilmington, DE, or Columbus, OH.

​Director of Narrative Communications, Synopsys.
​Synopsys creates technology “central to the Era of Pervasive Intelligence,” including chip design, verification, and IP integration. The company is seeking a director of narrative communications to manage communications around its electronic design automation portfolio of products. This role is based in Sunnyvale, CA.

​Senior Content Marketing Manager, Modern Health.
​Modern Health is a mental health benefits platform for employers, providing employees access to one-on-one, group, and self-serve digital resources. Its team is hiring a senior content marketing manager to spearhead content for its key buyer personas: benefits teams and benefits consultants. The manager will lead content creation and manage its lifecycle while optimizing the content workflow and managing a team of content contractors. This role is remote.

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

​Why A Social Media Audit Is a Smart Content Marketing Investment.
​I always recommend that brands conduct a social media audit at least once a year (ideally with measurement check-ins each quarter) to understand if their strategy is working. Audits show you what’s resonating with your community and how your competitors are standing out. I explain more about the when and why of social media audits in this new post.

​How AI Search Will Change Your Content Strategy.
​Search engines are upping their standards to prevent spam and deliver the best results for users, especially given new waves of AI-generated content. This MarketingProfs article explains four ways your content strategy can adapt, including how content teams should have a point of view, prioritize quality over quantity, and use AI as a partner (not a full-fledged creator!).

​Why Speed Is Essential For Winning and Retaining Customers.
​One in four customers would pay up to 50% more to avoid waiting. But how can you get ahead of their need for speed? Jay Baer explains his recent Time To Win study and framework to help you find ways to use content to set speed expectations (and maybe even create some spectacular customer experiences along the way).

​Personalization Perils of AI: Don’t Freak Out Your Audience.
​When personalizing content, it’s easy for marketers to accidentally make things too personal for the recipient… and give them the creeps. This article by Andy Seibert on Imprint explains when personalization goes too far and why focusing on relevance may help you on your path to personalization.

​How to Develop a Powerful Thought Leadership Platform for Better Branding.
​The term ‘thought leadership’ is thrown around loosely, and many people think it’s no more than creating content and engaging in content marketing. Spoiler alert: It’s not. To dispel the myths of thought leadership and explain how you can start building yours, I chatted with personal brand and PR strategist Michelle B. Griffin. Dig into this #ContentChat recap to learn how to develop a personal brand and activate it through thought leadership activities.

​Better Together Insight Report: Navigating Biases in Generative AI.
​Practically every company I talk to is applying generative AI to its technology or solution, but many teams are unaware of the potential biases in their AI. This Better Together report assesses the current biases in generative AI, including public concerns and how companies can build more equitable solutions.

Until next time, stay safe and be well!

Cheers,

Erika

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​Erika Heald, Founder & Lead Consultant​
​Erika Heald Marketing Consulting​
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LinkedIn: www.linkedin.com/in/erikaheald​
Instagram: https://www.instagram.com/misserikasf/
​Threads: @MisserikaSF​​
​YouTube: @ErikaHeald​