I’ve been a gamer since I got my first TI994A computer and popped in a racing game cartridge my uncle sent me for Christmas. I’ve had over a dozen computers and game systems since then and played hundreds of games over the decades.

Eventually, I settled into being a Mac person, which is great for the work that I do. But it’s incredibly limiting when it comes to the online multiplayer games I like to play, which is part of the reason why I’ve been a World of Warcraft player for 18 years.

I wasn’t planning to buy their latest expansion, which launches at the end of this month. Nothing I’d seen about the new story particularly grabbed me. And I’ve got presentations to write!

But then, I got glutened. I felt too ill to read or do anything productive. I needed something relaxing and time-consuming. So, I logged in and started doing my pre-expansion bank purges across my various guilds.

While putting my garage sale organization skills to work virtually, I happened to find a new quality of life feature I’d wanted for years was now in the game. And there was an easy catch-up mechanism for leveling the characters I’d sorely neglected over the past two years.

As I logged in to my favorite characters on my various realms to level them up, I got to catch up and chat with many of my online friends whom I hadn’t talked to in years. The sense of community we’d forged was still there.

And it got me thinking about content marketing, of course.

It can be easy to assume that our subscribers who never open our emails are just not interested in what we have to offer anymore.

But, sometimes, that’s not the case. It’s just that how we’re approaching these folks doesn’t connect.

We’re using memes they don’t connect with (very demure, very mindful, what?) We’re sending them emails focusing on things they’ve never engaged with. We’re seeing them as a persona or a mass audience, not as a human being.

We used to be able to point at our budgets as an excuse.

Tailoring our content for people’s experiences and preferences and interests was complicated and expensive!

But that’s changing every day.

And if you don’t make creating that know-you experience a priority, chances are that someone else will.

What can you start doing today to reach out to the people who’ve been long-time brand fans but haven’t felt seen or included in a while? If you’re not sure, now is the perfect time to just ask them.

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, our guest is longtime community member Mariah Tang, AVP of content marketing at Stamats, who will join me in a lively discussion about how to strike the right balance between content marketing and PR on social media. We’ll explore why social media is an essential brand investment and how to find the right content mix for your organization, including ways to align your teams for success.
• ​Next Monday (Aug. 26), on #ContentChat, I will be joined by Brian Piper, author and director of content strategy at the University of Rochester, to learn all about his new book, Epic Content Marketing for Higher Education! Brian will share learnings from his book to help content marketers in higher education develop innovative content marketing strategies that will achieve their goals, plus plenty of tips for all of us (regardless of our industry) to create more engaging content.

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​

Join Me 8/28 for a FREE CMI Content Strategy Webinar

Grab your spot for the Content Marketing Institute's FREE MasterTHIS: Content Strategy series, which takes place on Aug. 21 and 28. Each 2-hour session has three content strategy experts sharing their tips for making the most of this critical content marketing activity.

In my session on Aug. 28, I will share a content governance toolkit to bring your content strategy to life. You'll learn what it takes to move your content strategy forward with plenty of practical advice, templates, and proven strategies to help you get ahead.

Content Marketing + Related Jobs

​Content Marketing Manager, Tatari.
​Tatari’s mission is to revolutionize TV advertising, working with brands like Calm, Vuori, and Rocket Money to grow their business using linear and streaming TV ads. The company is seeking a content marketing manager who, ideally, has worked in ad tech or martech. The role involves developing the foundation for an editorial calendar and partnering with an internal graphic designer to develop visuals that support complex technical concepts. The individual will also manage the PR firm and agency partners. This hybrid role can be based in Los Angeles, NYC, or SF.

​Director of Content Marketing, Forma.
​Forma provides flexible benefits software to help companies offer competitive benefits packages while reducing costs and inefficiencies, saving HR professionals countless hours. The organization is hiring a director of content marketing to develop and execute a content strategy that drives brand awareness, generates leads, and supports customer retention. The individual will create content across formats, own customer case studies, and expand the brand's social media presence. This role is remote.

​Director, Editorial and Content Marketing, Saviynt.
​Saviynt is an identity authority platform that protects organizations from the increasing cyber risk landscape. Its team is hiring a director of editorial and content marketing who will lead its executive thought leadership strategy and collaborate with the PR team to ensure consistent messaging globally. The position also entails investor communications and customer storytelling. This role is remote.

​Director, Content Marketing, Zelis.
​Zelis provides a financial platform designed to bridge gaps for healthcare organizations. The company is looking for a director of content marketing to collaborate closely with stakeholders to define content priorities and engage its key audiences. The ideal candidate can turn complex technology and healthcare concepts into compelling content and will lead annual content audits, develop strategic recommendations, and lead a team of content writers. This role is remote.

​Content Marketing Manager, Abnormal Security.
​Abnormal Security is one of the world’s fastest-growing cybersecurity companies that offers an AI-native technology built to address security challenges now and in the future. The organization is hiring a content marketing manager to own the strategy and execution for consideration-level marketing content, develop and maintain a content calendar, and publish at least one major asset and 2-3 blog posts monthly. This role is remote.

​Content Marketing Manager, Carrot Fertility.
​Carrot Fertility is a global fertility and family-building platform that is dedicated to expanding access and improving outcomes from maternity through menopause and pre-pregnancy through parenting. The Carrot team is hiring a content marketing manager who will report to its director of digital marketing and drive, develop, and execute content marketing programs for prospective customers. The individual will collaborate with subject matter experts to create various content assets and own the day-to-day content creation. This role is remote.

​Senior Content Marketing Manager, UserEvidence.
​UserEvidence provides a customer evidence platform that helps teams collect feedback, curate success stories, and create content that credibly proves the value of their product or solution. The organization is hiring a senior content marketing manager who will report directly to the VP of Marketing and own the brand’s content strategy, production, distribution, and performance measurement. 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

​10 Tips to Improve Your Content Marketing Visuals.
​Are you looking for some inspiration to create compelling content marketing visuals? Luckily, MarketingProfs has an infographic for you (how fitting)! Check it out to learn about 10 key design areas to focus on, including callouts, illustrations, typography, and color.

[#ContentChat Recap] An Introduction to the Most Underrated Content Marketing Format—the Quiz.
​Marketers know that personalization is the best way to engage audiences. But how can we gain the insights to craft these great content experiences? For starters: Quizzes. My good friend Maureen Jann recently joined me to chat about how to get started incorporating quizzes into your content marketing mix, including a slew of practical tips and compelling examples to inspire your approach.

​What B2B Marketing Can Learn From The Paris Olympics.
​The Olympics may be over, but marketers can extract a few lessons from the experience to improve their B2B marketing. As my friend Pam Didner writes in her new post: Are you giving your customers what you think they want or what they actually want? Read her full article to learn more about why you need to take a stand and tips for writing AI prompts based on what she saw unfold during the Olympics.

[#ContentChat Recap] How to Align Comms and Content Teams to Develop Executive Thought Leadership.
​I have worked with teams that were incredibly successful with building thought leadership and others that struggled to keep the program afloat (often because they overinvested in the CEO as the primary thought leader). This #ContentChat recap with broadcast journalist turned comms leader Mike Petchenik is packed with insights to help you overcome the common thought leadership hurdles and align your teams for success.

​Should Every Company Really Invest in a Social Media Strategy?
​One of the worst reasons to be on any channel is “because everyone else is.” Social media has undeniable power for brands. However, many organizations try to be everywhere and fail to connect anywhere meaningfully. This article from Douglas Karr examines the pros and cons of social media marketing and how to make an informed decision about where social fits in your strategy.
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[#ContentChat Recap] Crafting Video Content That Drives Brand Growth.
​Is your video content failing to resonate with your community? In this #ContentChat recap, I was joined by brand and communications leader Molly St. Louis to discuss how content marketing teams can craft video content that drives brand growth. Check out the recap for plenty of tips and strategies for creating and distributing engaging videos that perfectly blend storytelling with brand messaging.

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: www.linkedin.com/in/erikaheald​
Instagram: https://www.instagram.com/misserikasf/
​Threads: @MisserikaSF​​
​YouTube: @ErikaHeald​