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#ContentWritingChat Recap: Incorporating Psychology Into Your Content Marketing with Elise Dopson

#ContentWritingChat Recap: Incorporating Psychology Into Your Content Marketing with Elise Dopson

by | Sep 6, 2019 | ContentWritingChat

When you’re crafting your content marketing strategy, does psychology ever come into play?

If not, it really should!

In this #ContentWritingChat, we discussed why emotion should be incorporated into your content, which emotions make people buy a product or service, and how you can successfully target emotions in the content you create.

Want to learn more? Let’s dive into the recap!

#ContentWritingChat Recap: Incorporating Psychology Into Your Content Marketing with Elise Dopson

Our guest host for this month’s chat was Elise Dopson. She’s a B2B content marketing expert. And you can usually find her crafting blog posts on sales and marketing for various B2B SaaS companies around the globe. Elise shared some incredible tips, so let’s get to the questions!

Q1: Do you think about psychology when planning your content? Why or why not?

To kick things off, it only made sense to gauge where our community was at when it comes to incorporating psychology into your content marketing efforts. The answers were all across the board, so here’s what a few people had to say:

Ray says this is something he absolutely does. He feels it’s important to always know the state of mind your audience is in when you’re planning and creating the content they’ll consume.

Tamara agrees. She thinks psychology can help you better understand the thought processes of your target audience, plus how they might react to certain things.

For Gene, it’s something that’s always in the back of his mind because it plays such a big role in leadership, as well as marketing.

Not everyone in the chat had jumped on board with this idea just yet. But that’s totally okay! Doing these chats is a great way to teach people new techniques that they might want to incorporate moving forward.

Q2: Why should a content marketer include emotion in their content?

So, why would you want to start incorporating emotion into your content? Well, let’s talk about the benefits it can provide to show you why this might be worthwhile for you!

As Elise said, you’re writing for humans at the end of the day. And well, humans feel things! By incorporating psychology into your content marketing, you can spark those feelings.

To put it simply, you cannot expect to build relationships with your target audience if you aren’t adding their emotions into the equation.

Emotion plays a role in drawing your audience into your content and can keep them engaged. Plus, emotions can drive them to take action (like convert on your opt-in or purchase something.)

Shelly agrees, as she knows evoking emotions in a reader is key to getting them to take that next step with you and your brand.

Emotion is going to make your audience feel something powerful. As Bill pointed out, that could be humor, fear, fear of loss, inspiration, aspiration, connection, and being understood.

It’s also a way to make your content more relatable, which will help readers connect to it on a deeper level.

Ultimately, it’s emotions that will get people reading in the first place. And it’s emotions that will draw them in and keep them reading as well.

And as John said, a lack of feeling in your content might just leave your audience thinking you’re a bot. No one wants that!

Q3: How do you find out which emotions/feelings make your audience tick?

Let’s be honest here. We’re not mind readers! We need to be smart about understanding out audiences and these are some tips to help you do just that:

Elise’s advice is to do some research. You can conduct a survey and use it as an opportunity to better understand what does and doesn’t resonate with your target audience.

You can also take some cues from Rachel and conduct polls. Polls are great for sharing on Twitter, Facebook, and even Instagram Stories. It just depends where your audience is most active. Determine what you’d like to know and start polling!

Gaby’s suggestions include: listening to your audience, conducting focus groups, doing A/B tests, and more to figure out what truly makes them tick.

You can also view data from past campaigns and even observe content from your competitors as well.

Make sure you spend time actually talking to your audience. It’s the best way to truly connect with them and to understand their personalities.

It’s also crucial to listen to what your audience has to say. Pay attention to what they’re writing about you on social media. Plus, you want to monitor which content they typically engage with the most.

Q4: Which emotion(s) make you buy a product or service?

We all have different driving factors behind what makes us purchase something. So, what makes you hit the “buy” button? Here are some things that trigger our community:

Elise has previously felt a major fear of missing out (FOMO) when seeing other people rave about a product. This is definitely a common motivator to make a purchase.

Even Tamara has felt the FOMO before!

A solution to a problem you’re struggling with is definitely reason to buy!

John is more likely to purchase something if he feels the seller has his best interests in mind. When purchasing, you want to know the product understands your pain points and will address them effectively.

For Bill, he doesn’t give into fear-based tactics. He would rather purchase something based on aspirational emotions, such as how he sees himself.

Gene feels the same as Bill. He’s not one to give into scare tactics, as it can sometimes come off as manipulative if you aren’t careful. For Gene, it’s more about trust and helpfulness.

Sometimes it could be deeper feelings, such as anxiety, that encourage you to buy.

Even a feeling of relief could be the driving force behind your next purchase!

Q5: What techniques can you use to target emotions with your content?

Now that you’re sold on the power of emotions, you probably want to start incorporating psychology into your content marketing. But how do you do that? Check out these tips:

Knowing the paint points of your audience really helps. Then, you’re able to follow Elise’s advice of sympathizing with them through your content. It shows you understand and makes them feel like you care.

Ray suggests where and when people are connecting with your content, as well as why and how they’re consuming it. Then, produce content, analyze it, and keep following these steps.

This “Hero’s Journey” technique that Eric shared is definitely worth trying out with your audience.

Bill knows you want to paint a picture for your audience. Show them what their life could be like with your product or service so they can see the value and how it’ll change things for them.

Imagery and social proof always make a difference!

You can also incorporate emotional storytelling, color psychology, and more.

And ultimately, just make sure you’re being authentic with people. If you’re being fake, they’ll see right through you and they’ll be turned off.

Q6: When was the last time you felt FOMO for a product/service all of your friends had, but you didn’t? What was it? And did you buy it?

Our community has felt FOMO too! Here are some things they wanted to buy so they didn’t feel left out among their friends:

Mara remembers the feeling of having a Blackberry while her friends and cousins had moved over to the iPhone. She ultimately made the switch as well.

When everyone on social media is raving about a chicken sandwich, sometimes it’s hard to avoid giving in and trying it for yourself.

For Gaby, it was a pair of boots. And she’s surely rocking them now that they’re part of her wardrobe!

And sometimes, FOMO makes you purchase some expensive things like a new laptop.

Sarah remains strong, however, and doesn’t give into FOMO!

Q7: How do you instantly grab a reader’s attention and convince them to read your content?

And to conclude the chat, we asked everyone to share some tips on how to grab a reader’s attention and keep them reading all the way through to the end of your content. These are some of the great tips that were shared:

It starts with understanding the needs of your audience. Put yourself in their shoes and consider what they want to read from you. Then, deliver it.

A great headline always wins!

You also want to be clear about the problem you’re solving for your reader. And of course, make sure you’re actively promoting it. Don’t wait for traffic to show up.

Want to join the next #ContentWritingChat? Mark your calendars because it happens on the first Tuesday of every month! Follow @ExpWriters and @writingchat for the latest.

#ContentWritingChat Recap: Writing Tips to Take Your Content to the Next Level with Michelle Garrett

#ContentWritingChat Recap: Writing Tips to Take Your Content to the Next Level with Michelle Garrett

by | Aug 9, 2019 | ContentWritingChat

Has your writing been feeling a little lackluster lately?

Wondering how you can take it to the next level to create online content your readers will truly love?

Well, you’re in the right place!

This #ContentWritingChat recap is packed with helpful writing tips that help you improve your skills and create the best content possible.

#ContentWritingChat Recap: Writing Tips to Take Your Content to the Next Level with Michelle Garrett

Our guest host for this month’s chat was Michelle Garrett. She’s a writer, blogger, and PR consultant. Michelle has guest hosted #ContentWritingChat previously, so we were thrilled to have her with us again!

Q1: When building a brand, why is great writing so important?

Let’s face it… Some people just don’t see the value in high-quality content! Luckily for this Twitter chat community, we know just how powerful our content truly is. Here’s why:

The content you publish online communicates your brand’s voice. And as Michelle pointed out, you want to make sure it’s consistent across all the channels you’re using. Having guidelines for you and your team to follow can ensure everything is up to your standards and resonates with your target audience.

Jason also feels your writing sets the voice of your brand. It also plays a role in how people find you and whether or not they decide to do business with you.

Tamara knows great writing makes a difference. She said it can help influence your audience, persuade them to take action, educate them on a topic, boost visibility in search engines, and position you as an authority in your field.

Quality writing not only define your voice, but it’s essential to sharing your message, conveying your values, telling your story, and so much more!

As Lexie mentioned, your writing is likely going to be the first impression someone has of your brand. If your content is of poor quality, that’s going to be a major turn-off.

You want to make sure your writing is always top-notch. Make sure you’re effectively communicating your message and correcting any errors before publication. Don’t risk pushing your readers away due to mistakes that could be easily fixed.

Q2: What makes a piece of online content so captivating that it grabs attention and keeps people reading?

We know the content we publish is important. But how do we make sure that things like our blog posts are truly captivating to our readers? Keep these writing tips in mind if you need some help crafting appealing content:

Michelle knows that a strong lede is key to grabbing attention early on and drawing people into your content. You need to hook them from the start if you want them to keep reading.

A great headline is always crucial. Since it’s the first thing someone will see from your content, you want to make sure it strikes a cord with your target audience. Just make sure you always deliver on what your headline promises. No clickbait!

And of course, one key to captivating content is to always create with your audience in mind. Make sure the topics you write about are relevant to your brand and appealing to those who will be reading your content. Otherwise, they won’t bother!

This is a great example that Julia shared, which is worth saving to refer to later! From a specific headline to stats and great storytelling… This has it all.

As Rebecca said, having a unique voice, knowledge to share, great visuals, and something that can’t be easily replicated will really help your content stand out from the crowd.

Tamara feels captivating content needs to have an enticing title and headers, engaging content, visuals, and you need to address a pain point from your audience right off the bat.

Alexa agrees that visuals make all the difference! Don’t just publish one gigantic block of text. Incorporate visuals to help your readers better understand the topic you’re discussing.

Don’t forget to take the time to proofread. It’s one thing to make a mistake here and there, but error after error will likely send your readers running.

One of Jason’s best writing tips is to create content that emotionally connects with your audience. Get them invested in what you have to say. This really pulls them in and helps them form a stronger connection with your brand.

And finally, ditch the fluff! Captivating content is easy to read. But if you’re just stuffing blog posts with unnecessary information, you’ll wind up with exactly the opposite effect. Cut what isn’t necessary to your overall point.

Q3: When it comes to writing tips, what are the basics everyone should know?

If you’re looking to improve your writing skills, it helps to have the basics covered, right? Well, here’s what you should know:

It’s no secret that proofreading your work is an essential step before hitting publish. However, it’s still something that many people neglect. Like Michelle said, you shouldn’t rely solely on your spellcheck or tools like Grammarly. You want to read through it yourself. And if you can, walk away for a bit and come back later to review it with a fresh perspective.

Mara knows that having an editor can really help shape your content. If you don’t have someone on your team to help you with this, you can always ask a friend or family member to read through your work.

As Bill pointed out, it’s crucial that your content is addressing the questions, pain points, and struggles of your target audience. You want to create content with them in mind so it’ll resonate with them and provide value to their lives.

Carla encourages you to ask yourself: What are my readers interested in? What are the current trends that would appeal to my target audience? And what outcomes do I want to achieve from this content? Setting goals for your content is important!

One thing you should definitely ditch? Industry terms that your reader won’t understand. It’s going to put them off because they won’t comprehend what you’re saying. And they certainly don’t want to bust out the dictionary every time they read your posts!

Caitlin agrees that you need to use language your audience will understand. Put yourself in their shoes and consider the level they’re at.

Lexie shared one of the most important writing tips we should all remember: practice! It’s the best way to continually improve your skills over time.

Psst! Julia covers all the basic writing tips in her book that she published in 2016. It has tons of relevant information for all online content creators and is worth checking out.

Q4: Are there any writing tips you learned in school that you completely ignore now? If so, what are they?

The reality is, the world of online content is certainly different from the writing we were doing back in our school days. So, which tips have we ditched completely?

While Michelle still relies on a lot of teachings she learned when studying journalism, she knows that sometimes inverted pyramid style just doesn’t work. It really depends on the particular piece of content you’re creating.

Julia’s advice is to ditch the essay-style language you were taught. It just doesn’t work for online writing. Luckily, she shared a few resources that can help us create better content for the web.

Tamara was taught that it was better to write using more advanced language. Now, she knows that it doesn’t always work that way. You have to write in a way that’s understandable for your target audience, otherwise they won’t be able to read your content.

While we were once taught not to end a sentence with a preposition, we don’t have to worry that someone is going to mark up our online content with red pen. This means you’re free to write in the way you’d naturally speak to someone!

Alexa doesn’t care what anyone else thinks… She’s sticking with her beloved Oxford comma!

Gone are the days where we have to put two spaces after a period. And let’s be real… Online, no one really cares if you start a sentence with words like “And” or “But.” So, go for it!

And Lauren has learned that hitting a specific length for your content just isn’t necessary these days. It’s better to keep your writing clear and concise and only use as many words as needed to get your point across.

These days, you’re free to get creative and inject your personality into the work you create. It doesn’t need to be bland. You don’t have to follow rules you disagree with. Just do your thing!

Q5: What are some signs of both good and bad writing that we should be aware of?

These writing tips will help you improve your skills so you don’t drift over to the dark side:

Errors can really send your readers running, so always take the time to proofread! While sometimes smart, creative writing can save you… It’s still better to take those extra few minutes to make final edits before hitting publish.

Bill feels that good writing answers the questions your audience has and quickly delivers value. Don’t beat around the bush here. Get to the point!

Sarah says good writing is easy to read and understand and showcases your credibility. Bad writing, however, is hard to read and disorganized. And of course, typos and grammatical errors are major no-nos.

Mara isn’t a fan of writing errors either. She says it’s obvious when someone didn’t take the time to proofread their work. Even though it’s not a fun task, it makes a huge difference in the long run.

Your writing also needs to flow from one sentence to the next and one paragraph to the next. If it’s choppy, readers might not make it all the way through your content.

Julia said bad writing is: boring, doesn’t have clear points, lacks practical advice, and is filled with fluff. Good writing is clear and concise, offers practical takeaways, features expert insights, and is fun, readable, and engaging for the reader.

And just take a look at these examples that Julia shared! Which one is easier to read? The second one, of course. Formatting makes a huge difference when it comes to online content and big blocks of texts can push readers away.

Q6: What are some fun ways we can work to improve our writing daily?

We all strive to be better writers, don’t we? Well, the thing is… We can’t just scour the web reading writing tips. We actually have to put what we’ve learned into practice. And here’s some advice to help you make that happen:

Michelle shared tons of great tips with us! First and foremost, she encourages all of us to write every single day. After all, the best way to improve your skills is to practice. She also said you can write about topics that matter to you. It doesn’t need to be related to your work. Allow yourself to have fun and get creative here!

If you aren’t sure what to write about, take Eric’s advice. Use writing prompts to get those creative juices flowing. You can find plenty for free online to get you started.

Kathryn shared some fun ideas, such as rewriting the headlines you see on major news sites. It’s great practice for crafting headlines that grab attention, which is something that even experienced writers can struggle with. She said you can even try writing a story backwards, which is sure to be an interesting challenge!

Coffee haikus and taglines that never were sure sounds fun to us! Plus, it’s even better when you get your whole team involved.

Even something as simple as what you’re writing you’re grateful for counts!

And why not keep a journal on hand to inspire your daily writing habit?

Gaby suggests reading content from others, practicing writing often, reading through your pieces aloud, and reading a friend’s content and providing feedback while they do the same for you.

Consume content from other writers you admire and even ones you don’t. You can learn a lot about what you like and dislike this way.

Carla finds it helpful to review her own writing. You can read content you created in the past and see where improvements can be made.

And of course, don’t be afraid to take risks! Sometimes stepping outside of your comfort zone is the best thing you can do for your writing.

Q7: Are there any resources we can turn to for writing tips? Any writers we can learn from?

If you’re looking for some great sources to help strengthen your writing, make sure you check out these recommendations:

These are all fantastic resources that Michelle shared with the chat!

One great option is to involve yourself in local writing groups. It’s a great way to learn, but also to make friendships with local writers. If there aren’t any nearby, there are online communities you can join too.

Gaby’s favorites include Grammarly, the Hemingway App, Merriam Webster for looking up new words, Copyblogger, and Coursera.

For Jennifer, Grammarly is a go-to tool to improve her writing.

Jake loves Grammarly as well, but he also likes to read content from Copyblogger and SmartBlogger.

And a great tip from Terry! If you really want to take it to the next level, learn more about psychology because it can help you better understand why readers react to content the way they do.

Q8: Open Q&A for Michelle!

At the end of the chat, we wanted to give everyone one last chance to learn some great writing tips from Michelle. So, we opened it up for questions! Here are a few:

Try to write more like a person would sound if they were talking.

Whether you’re B2C or B2B, remember that you’re still writing for humans at the end of the day.

And if you’re looking to find more freelance writing jobs, Jen Gregory is someone Michelle recommends checking out!

Want to join our next #ContentWritingChat? It happens on the first Tuesday of every month at 10 AM Central! Just follow @ExpWriters and @writingchat for all the latest!

#ContentWritingChat Recap: How to Create Influential Content & Become a Strong Editor with Stephanie Stahl

#ContentWritingChat Recap: How to Create Influential Content & Become a Strong Editor with Stephanie Stahl

by | Jun 7, 2019 | ContentWritingChat

Want to learn how you can create influential online content?
Wondering how you can strengthen your editing skills and polish everything you write before hitting publish?
Well, you’re in the right place! In this month’s #ContentWritingChat, we talked all about becoming a better writer and editor. Let’s dive into the recap!

#ContentWritingChat Recap: How to Create Influential Content & Become a Strong Editor with Stephanie Stahl


Our guest host for this chat was Stephanie Stahl. She’s the General Manager for our friends over at Content Marketing Institute. And we were so thrilled to have her joining us to share some of her top content creation and editing tips with us!

Q1: What qualities make a piece of content influential?

We all want to create influential content that resonates with our target audience, right? But you might be wondering what exactly makes a piece of content influential and which qualities you should embody. Here’s what you need to know:


Stephanie feels influential content contains three key qualities: credibility, creativity, and emotion. Does your content have these things?


For Gaby, it’s all about having a solid understanding of who your audience is. You simply cannot create the content they’re searching for if you don’t take the time to get to know them!


Jason feels influential content should trigger an emotional response in your reader. This is a huge part of establishing a connection with your audience.


According to Gene, influential content should be well-written, well-researched, and show deep insight.


Authority is a must for influential content! Kristen feels you can show your authority through your own experiences, but also through research and opinions.


Rebecca also feels that influential content should have an authoritative voice.


Lexie said that content is influential when it makes you think and act. Is your content inspiring your readers to take action?


Alexa’s advice is to make sure your content is engaging. She also said you should provide something useful to your audience, not something redundant.

Q2: How can you be sure you’re creating content that resonates with your target audience?

It’s important that our content is written with our target audience in mind, but is there a way to make sure it’ll resonate before hitting publish? Check out this advice:


As Stephanie said, you need to treat your audience like your best friend. Get to know what they like and what they don’t so you can create the content that’s most appealing.


Kylee knows that you can’t start writing unless you’ve done your research about who your target audience is.


Lexie agrees that it’s all about getting to know your audience first. Talk to them and build a relationship first so you can understand their needs.


Active listening is where it’s at! Gaby knows this is a great way to discover what your audience is interested in and what they need help with.


One thing you can pay close attention to is whether or not your audience is converting on your content. As Sarah said, you want your audience to take some type of action after reading your post. If not, it’s time to make some changes.


Like Michelle said, sometimes it just requires a little trial and error to figure out what works best for you and your audience when striving to create influential content.


You’ll want to pay close attention to your metrics if you want to figure out what’s truly performing the best. Caitlin suggests looking at the common qualities that your most popular pieces of content share. You can even ask for feedback from readers.


While you’re doing some trial and error, your analytics will become your best friend. As Alexa pointed out, the data you find here will help you create content that resonates.

Q3: What are the essential elements that every great piece of online content should have?

So, you want to make sure your content stands out! Well, there are a few things that great content always has. Here they are:


For Stephanie, great content has credible research, compelling interviews, an empathetic voice, and a little bit of drama. She also said it’s important to help your reader understand any facts and figures you quote so they’ll see why it matters.


Gene knows that a winning headline is key to a great piece of content! If your headline isn’t grabbing attention, people won’t bother to click. Just avoid clickbait titles!


Sarah said content should speak directly to your audience, include a CTA, have credibility, and be easy to read. She also suggests having a good visual layout and overall experience for website visitors.


Headers, images, and links! All three of these elements are essential according to Rebecca. Use headers to split your blog post into sections and break up text. Images help provide captivating visuals. And links give readers more content to consume on the topic.


Lauren agrees that visual elements are a must for influential content. Plus, they’re great for sharing on social media.


Claire’s advice is to make sure your copy is friendly and relatable. This will draw your audience in, not repel them. Plus, she mentioned the importance of cutting down on jargon, particularly if it’s something your audience won’t understand. Write in a way that’s easy for them to get what you’re talking about.

Q4: Are there any key things editors should keep an eye on during the editing process? Tips to make it easier?

Editing your content doesn’t have to be stressful! If you can outsource it, that’s great. But if not, this important tasks falls on your shoulders. These tips will help you polish your content so it shines:


This is great advice from Stephanie!


Lexie suggests reading through a piece of content in its entirety before making any edits. This way, you can see if it paints the full picture you envisioned. If not, you’ll have some changes to make.


Gene loves to use the Hemingway app to make sure his writing is clear and easy to read. The app helps him keep sentences short and understandable. And since he keeps paragraphs short, it makes his content more readable.


Reading your content aloud can make a huge difference! This helps Lauren spot any mistakes she might have missed.


One piece of advice that Gaby shared was to use a style guide. You can create one for your own content or refer to one if you’re working with a client. This way, you can be more consistent in the voice you write with and the overall appearance of the content.


Think about the education level of your readers before you begin writing and while editing. As Caitlin said, sometimes the writer can be more advanced in an area than the reader. This can lead to the usage of jargon or complex ideas that your audience might not understand.

Q5: What are the top mistakes writers make when editing their content and how can editors help them?

When it comes to editing, we sometimes make mistakes! To avoid them, check out these mistakes shared during the chat so you can be on the lookout:


Being too wordy is definitely a no-no! Stephanie knows a great editor can help cut out any unnecessary words while still keeping the main points in tact.


Not editing your work is definitely a mistake! While it may be tedious at time, it’s worth it to review your content before hitting publish.


Since Sarah edits her own content, she knows how challenging it can be sometimes. Her advice is to step away for a bit and come back to it with fresh eyes. This way, you’ll be more likely to catch mistakes and spot places for improvement.


Michelle’s advice is to read your work aloud, take some time away and then return to it, use a tool and/or a human editor to catch mistakes, and change the font to better spot errors.


Lauren says you shouldn’t rely on the same old words and phrases all the time. Don’t be afraid to switch things up a bit!


When it comes to editing, you also have to recognize when enough is enough.

Q6: When editing a blog post, how can we determine its readability and whether or not it will captivate our readers?

Readability is very important when it comes to your blog posts. But what exactly makes a post readable? These tips will help!


If an editor stumbles over details, gets confused by the point, or gets bored… That’s a sign something needs to change. If your editor feels like that, there’s a good chance your reader will too.


Lexie suggests reading through your content from start to finish without making edits. Were you able to get through it or did you get bored? Boring content needs some work!


Jennifer suggests using the readability analysis in WordPress if that’s where your site is hosted. It can provide some helpful insights into where you can make improvements.


Kylee knows that big chunks of text are definitely a NO! She also said to make sure your content flows from one paragraph to the next.


Having big chunks of text makes your posts harder to read. Break things up into smaller paragraphs, utilize headings, bulleted lists, and images to enhance readability.

Q7: Are there any tools you rely on to be both a better writer and editor?

There are plenty of tools out there that can improve our writing and editing skills. Which ones are worth trying out though? Here are a few suggestions:


Stephanie knows there are plenty of great tools out there, but sometimes it just doesn’t compare to a red pen!


Julia suggests taking in reader feedback, get critiques from a pro, and to read and write often.


Lexie knows that it’s all about practice. To be a better writer, you have to consistently practice writing.


Gaby is definitely a fan of Grammarly!


Lauren relies on Google Docs because it’s easy to use when editing content. It allows you to leave notes and see where changes have been made.


Danielle’s go-to tools include CoSchedule’s Headline Analyzer and the Hemingway app.


Mara is also a Grammarly fan, but she also knows that her co-workers make all the difference when it comes to editing.


Never stop reading! You can get so much inspiration from reading what others have written. But as Lauren suggested, just try putting your own spin on things.

Q8: If we want to strengthen our content creation skills, are there any resources we should check out?

While you’re checking out all of those suggested tools, here are some additional resources to use:


Gaby suggests taking online classes, reading case studies, collaborating with others, and more. All are great options for strengthening your skills.


Danielle loves to listen to the interviews on the Longform podcast.


Influential content just isn’t the same without great graphics! Our favorite is Canva, but Michelle also loves Pablo by Buffer.
Ready to join #ContentWritingChat for yourself? We chat on the first Tuesday of every month at 10 AM Central! Just follow @ExpWriters and @writingchat for all the latest.

#ContentWritingChat Recap: Repurposing Your Event Experiences Into Brand-Building Content with Cathy McPhillips

#ContentWritingChat Recap: Repurposing Your Event Experiences Into Brand-Building Content with Cathy McPhillips

by | May 10, 2019 | ContentWritingChat

These days, in-person events are the place to be if you want to expand your knowledge, strengthen your skills, and network with others in your industry.

But while these events are beneficial for you, it’s also smart to turn them into something valuable for your audience as well. And that’s exactly what we’re talking about in this month’s #ContentWritingChat!

Before you head out to your next event, start planning how you can repurpose your experience into a fresh piece of content your community is sure to love and learn from.

#ContentWritingChat Recap: Repurposing Your Event Experiences Into Brand-Building Content with Cathy McPhillips

Our guest host for this month’s chat was Cathy McPhillips. Cathy is the VP of Marketing for our friends over at Content Marketing Institute. And since CMI has their own in-person event, #CMWorld, each year, Cathy knows a thing or two about turning event sessions into incredible online content for their audience to consume.

Q1: Why should we be creating fresh content from live events we attend? How is it beneficial for brand-building?

Is it really worth your time to create content based on the events you attend? Will you actually see any ROI from it? We say YES! Here are some great reasons why it’s beneficial:

Cathy feels live events are the perfect place to collect content. From the speakers, sessions, and conversations you have from others, there’s a lot to take in that can be repurposed into original content afterwards.

Gaby said you can use event experiences to create content that shares your own insights, sparks new conversations, builds connections, grows awareness of your brand, and establishes thought leadership.

As Sarah said, we can take what we’ve learned from an event and then share a fresh piece of content that features our unique take on the topic at hand. She feels this helps to build credibility while also strengthening relationships.

Joining timely conversations is a great way to gain exposure for your brand and this includes talking about events that are going on at the moment. But as Lexie said, you need to make sure you’re putting your own spin on the content you’re sharing.

If you need an example to draw inspiration from, check out how Julia recapped an event she spoke at. People who weren’t able to attend still get to hear the advice from her talk, thanks to this recap.

Q2: When creating content, you have to keep your audience in mind. How do you decide what to share with them and what would be valuable?

There’s a lot to take in when attending events. So much so that it can be hard to figure out what’s worth sharing with your audience. This advice will help you figure it out:

Cathy suggests checking out the agenda for the conference beforehand. This way, you’ll know what to expect in terms of speakers and topics being discussed. You can then plan your content accordingly and have it in mind when you’re attending various sessions.

It’s also smart to see what your audience is already engaging with. This way, you can create similar content from your event experiences. If there’s a particular topic that really seems to resonate with your audience, you can build off of that.

Carla’s advice is to think about the problems you can solve for your audience. What are they struggling with and what will you learn at the event that could help them? That’s what you should be sharing.

Consider what your audience is interested in, what they want and need, and what their pain points are. Create the content that is going to address their concerns.

Before the event, you can spend time engaging with your audience to figure out what they’d be interested in seeing so you can arrive at the event prepared.

And another great piece of advice is to consider the questions you had going into the event. There’s a good chance your audience is wondering the same things, so you can seek the answers and share them afterwards.

Q3: What kinds of content can you create from your event experience? Is one content format better than another?

Blog posts, videos, podcast episodes… There are so many different ways to create content online. So, how do you choose the best format for sharing about your event experience? Here’s what you need to know:

Cathy suggests doing live videos, interviews, and Instagram or Facebook Stories while you’re at the event. It allows you to make use of the time there, while also making your audience feel like they’re there alongside you.

Lexie thinks creating multiple content formats is the way to go. This way, you have something for everyone in your community.

After an event, Julia likes to create a video with captions, a blog post, social media content, and slides in the form of a PDF. This gives people plenty of options so you audience can consume content in their preferred way.

You can’t go wrong with infographics, videos, audio, and photos. Just get creative with it!

Videos, round-up posts with slides, and posts that feature expert advice are all great options.

You can even create a mini ebook sharing tips and tricks that you learned at the event.

Q4: How do you choose what to prioritize when attending events with a jam-packed schedule?

Because events can be so busy with multiple sessions going on at the same time, it can be hard to choose which ones you should attend and which ones to skip. Here’s some great advice to keep in mind:

The most important thing to consider is why you’re attending this event. What are you hoping to get out of it? You can then choose the right sessions based off of your current personal goals, as well as the the things you want to achieve in the next 6-12 months. Cathy also suggests considering what sessions would most resonate with your audience so you can attend those as well.

John agrees that it’s all about determining why you’re there. This way, you can prioritize the sessions that matter the most to you and your end goals.

Gaby is also in favor of setting goals for the event! Are you there to learn, connect, or collaborate? This determines what you’ll want to prioritize.

Lexie suggests taking a look at the topics and speakers so you can choose the ones that are most appealing to you. What are you most interested in learning about and sharing with your audience?

Think about which sessions and speakers are going to benefit you and your company the most in the long-run.

Sam’s advice is to attend sessions on topics you’re familiar with and want to learn more about, topics your audience is familiar with and wants to learn more about, and topics you’re unfamiliar with and that will challenge you in some way.

For Michelle, she prioritizes events based on the speaker. This comes before the topic for her in most cases.

Monina’s advice is to interact with the speakers before the event. This way, you can get a feel for them and the topics they’ll cover. Then, you can decide if it’ll be interesting to you.

And of course, keep Lauren’s advice in mind… Do your research and create a plan ahead of time so you can make the most of the event.

Q5: How can we really absorb information and make events an amazing experience?

To make sure you’re really taking in the information during the sessions you attend, keep this advice in mind:

Cathy has tons of great advice to help you make the most of any event. She said you should plan ahead when it comes to knowing which sessions you’ll attend, connect with speakers ahead of time online, and don’t try to do it all while you’re there.

Lexie said it’s time to put your phone away! Don’t allow your phone to distract you during valuable sessions because it can prevent you from soaking up valuable information.

John agrees that it’s better to ditch the phone during sessions.

Julia’s advice is to LISTEN! Put the phone away and really soak in what the speakers have to say. You can use your phone to take notes and record things, but don’t let it be a distraction.

We couldn’t have said it better: be present in the moment.

Bring a notebook and jot down what you learn. If you have the ability to, watch video sessions of the events you attended afterwards. This way, you can pick up on anything you may have missed.

Bill suggests creating an recap blog after the event or sharing takeaways with your team. It’s a great way to keep everything you learned fresh in your mind.

Q6: What tools can we use to help us take notes during live events?

To easily take notes during sessions, here are some tools you can use to jot down tips, ideas, and more:

You can’t go wrong with a notebook for jotting things down, but if you’re a digital person, Evernote is great as well. Cathy also suggests using an audio recorder or purchasing post-show videos or audio so you’ll always have it to refer to.

Evernote is a great way to take notes digitally.

Lauren suggests using a Google Doc and sharing it between your co-workers.

Gaby said to use pen and paper, a notes app on your phone, Google Docs, or Evernote to record what you’ve learned during an event. Her personal favorite is a pen and notebook.

Carla relies on her notebook and her phone.

Q7: Who has done a great job at repurposing event experiences into new content? Share a link with us!

Need some inspiration? Check out the post-event content from these creators!

There’s no denying that Content Marketing Institute does a great job recapping their #CMWorld conference, but Cathy also shared some other creators that are worth checking out.

Julia shared a couple suggestions to help you get inspired, but we’ve also done a few recaps of our own that are worth taking a look at.

Gaby’s workplace even does this for events that happen on their campus.

Q8: What can we do to make sure our next event experience is a hit?

Before you head to your next live event, make sure it’s a hit with this advice from the chat:

Cathy says you should be prepared, but don’t be so rigid in your schedule. Be flexible and allow yourself the opportunity to get away and have a little fun.

Julia also agrees that planning ahead is worth it. She said to consider how you’ll take notes, how you’ll network, which sessions to attend, etc.

If you and your team are going, have everyone go to different sessions. You can meet up later and share what you’ve learned with each other.

Consider what your audience would want to learn and share it with them afterwards.

Learn from the mistakes you made at past events (if any). This way, you can make the experience better each and every time.

Join us for #ContentWritingChat on the first Tuesday of every month at 10 AM Central! Follow @ExpWriters and @writingchat for all the latest.

#ContentWritingChat Recap: Creating Content & Engaging With Your Audience on Social Media with Brooke Sellas

#ContentWritingChat Recap: Creating Content & Engaging With Your Audience on Social Media with Brooke Sellas

by | Apr 5, 2019 | ContentWritingChat

Social media can sometimes feel a little overwhelming.
There are so many platforms to keep track of, you have to create fresh content on a regular basis, and still find time to connect and engage with your audience.
How are you supposed to manage it all? And how can you be sure you’ll reap the rewards of all the time and effort you put in?
Well, it’s all about having a smart strategy! In this month’s #ContentWritingChat, we talked all about social media. And in this recap, you’ll learn which platforms are worth your time, what makes a great post, and what you can do today to boost your results.

#ContentWritingChat Recap: Creating Content & Engaging With Your Audience on Social Media with Brooke Sellas


Our guest host this month was Brooke Sellas. Brooke is the CEO and Founder of B Squared Media, an award-winning social media marketing and ads agency. She’s also the co-host of the Marketing Companion podcast alongside Mark Schaefer.

Q1: Which social media platforms are worth your attention in 2019? Are there any you’ll be adding or dropping from your strategy?

With so many social media platforms available at our fingertips, it can be difficult to choose the ones that are right for you and your brand. We asked everyone to share the platforms they’re focused on and the ones they’ll be saying goodbye to (if any) this year.


As Brooke said, social media is all about determining what works for you and your goals. The reality is, certain platforms work really well for some brands and don’t perform that well for others. Pay attention to what’s working for you and what’s not. And if something isn’t working, review your strategy first before completely ditching it.


Always consider which platforms your audience is actively using. If your audience isn’t there, you won’t be able to reach the right people and you’ll ultimately waste time and effort.


Gene’s advice is to direct your attention toward the platforms that serve your audience. He said you should also consider which ones are fun and enjoyable for you. And if a platform feels like hard work, then it’s time to let it go.


Another thing you want to consider is where you really shine. Are there specific platforms that you love to create content for and that truly showcase your abilities? Stick with them! For instance, if you create great images and video content, Instagram can be really beneficial.


For Michelle, she knows that LinkedIn, Twitter, and sometimes Facebook are the top platforms to focus soon with her B2B clients. You have to consider the audience and figure out what works the best.


And of course, Warwick is all about LinkedIn. He knows that this is the platform where he can be himself and create amazing content. Plus, he sees results from building his presence there, which is what really matters.


For the team at Bentley University, they aren’t afraid to utilize multiple social media platforms. Instagram, Twitter, LinkedIn, YouTube, and Facebook are the ones that work really well for them. However, they’re scaling back on their usage of Pinterest and Snapchat.

Q2: How do you figure out what you should be posting on social media?

Once you’ve chosen the platforms you’ll include in your strategy, it’s time to start creating content. But how do you craft posts that stand out, as opposed to getting lost in a busy timeline? Here are some tips to help you out!


Brooke feels that great social media content meets the goals of informing and entertaining your audience. To determine if you’re doing it right, you want to track results on a weekly basis. Her advice is to examine the top three performing posts and the bottom three. Look for micro-trends or patterns so you can identify what’s working and what’s not.


Jason knows that research is essential. You need to have an understanding of who your audience is and what they’re looking for online. From there, you can create the content they want to see the most.


If you’re ever feeling unsure of what your audience wants to see from you, just ask them! It’s as simple as that. Dianna also suggests looking at your competitors on social media to see what gains the most traction with their audience. This isn’t an invitation to copy, but it can be a great source of inspiration.


Part of the research you should do can be reviewing your older social media posts. This goes back to Brooke’s advice of looking for patterns to identify what works and what doesn’t.


As Lexie pointed out, creating social media content involves some trial and error. When you determine the types of content your audience likes, you can create more of it. And if there’s something they clearly aren’t responding to, you can eliminate it. It’s all about testing to see what works for you.


Tamara shared some great advice here. She said to listen to your audience, see what others are sharing to determine what’s working and what’s not, consider the content type that works best for each platform, and then test.


You also shouldn’t be afraid to create a different strategy for each platform you’re using. After all, each one is unique and requires its own content!


And let’s wrap up this question with a fantastic piece of advice from Michelle… Don’t go overboard on the promotional content. Focus more on providing value and building relationships.

Q3: What makes a highly engaging social media post? Are there certain characteristics that stand out among posts that perform well?

We all want our social media posts to go viral, but there’s really no rhyme or reason behind this. The most unlikely posts go viral and you can’t always explain it. Nor can you count on it to happen for you! What you can do is incorporate characteristics of content that performs well to increase your chance of success.


As Brooke said, make your own best practices. Pay close attention to what’s actually working for you. Just because something works for another brand, it doesn’t mean it’ll work for you.


What makes a highly engaging social media post largely depends on what your audience is interested in. That’s why it’s so important to understand them.


Ask yourself if the post creates a human connection. Will it cause people to take action? These are important questions to ask yourself.


Jason said to include emotion-driving keywords and a strong call to action. He also said to ask questions and use visuals that will grab attention. Together, this is a formula for success!


The best social media posts are relevant to your target audience. They’re also informative, timely, useful, entertaining, and accessible.


It’s also smart to make sure your content is creative, valuable, timely, informative, entertaining, thought-provoking, and of course… Relevant.


Dianna suggests asking questions to get the conversation going, tagging people when appropriate, using relevant hashtags, and including a visual. You also want to try and teach your audience something!


John knows that a great visual can help since it allows your posts to stand out.

Q4: What actions can we take to encourage more engagement on the platforms we use?

Feeling like you aren’t getting much engagement when you post on social media? This advice should help turn things around for you:


Make sure you’re joining or starting conversations to get the ball rolling if you want to boost engagement!


As Michelle said, we have to spend time on the platform. You cannot expect to receive engagement if you aren’t actively paying attention to your audience and responding to them.


Being consistent with your posting is a great way to boost engagement. It gets you noticed and encourages more conversation. As John knows, you have to put in the effort.


Jason’s advice is to research to figure out what your audience is actively engaging with. This will guide you in creating the content that speaks to them.


Twitter chats can be a fantastic way to increase exposure and engagement!


Make sure you’re actually engaging with your audience. You can also ask questions, create polls, and design other interactive content.


And one important piece of advice: don’t wait for people to engage with you. You can make the first move!

Q5: Once people are engaging with your content, how do you keep the momentum going?

When you finally have engagement, you don’t want it to stop! But if you aren’t smart about it, it’ll be short-lived. So, if you want to keep the momentum up and continue the conversation with your audience, consider these tips:


Great advice here from Brooke!


As Dan said, it’s our conversation to monitor replies, questions, and shares. Don’t ignore your community!


Always engage back! Simple as that!


Lexie’s advice is to not let your content get stale. Providing quality content is important if you want to keep your audience engaged and grab their attention.


You also need to be sure that you’re posting regularly instead of letting your account go dark. Share content to get the conversation going by posting what your audience is most interested in.

Q6: How can you be sure you’re reaching your goals with your social media efforts?

When you’re putting so much time and effort into your social media presence, you want to see that you’re actually reaching your goals. But how can you know this is happening? These responses from the chat will help you out.


As Brooke said, you need to know your KPIs! From there, you will tie your social media content and activities to those goals so you can achieve them.


Lori agrees that it’s so important to know your goals. This will tell you which metrics you should be keeping a close eye on. Otherwise, how will you know what you’re working toward?


Brian shared a great answer with us for this question. First, you need to define what success looks like to you and set measurable goals you can track. From there, you’ll choose the platforms that are right for you, create content, and continue to test to see what works and what doesn’t.


You may want to track things like DMs, comments, link clicks, etc. It all depends on your unique goals.

Q7: Are there any social media trends we should consider experimenting with this year?

Thinking about trying something different with your social media platforms this year? There are some trends you can try out!


For Brooke, it’s all about social listening and AI. Will you be stepping it up in either area this year?


Lexie knows that video is still hot! But the thing is, you can’t create video content just to jump on the bandwagon. You need to make quality videos your audience will connect with.


Chatbots are worth looking into if you haven’t already!


Partnering with micro-influencers and incorporating storytelling into your content are just two things that Tamara will be working on.


Gaby mentioned live streaming, gamification, paid social media, and more.

Q8: What’s one thing we can all do today to start creating more engaging social media content?

Now, we want to leave you with some final tips that you can act on today in order to see a boost in your social media presence. Pick at least one piece of advice and go for it!


Act like a human and have one-on-one conversations with your audience.


Know your audience and spend time learning all about them.


Experiment with different types of content to see what works for you.


Start having meaningful conversations with people.


Get your audience involved and make them feel heard.


Don’t be afraid to try something new!
Join us for #ContentWritingChat on the first Tuesday of every month at 10 AM Central! Follow @ExpWriters and @writingchat to stay updated.