#ContentChat

Erika Heald and Catara Lane discuss leveraging YouTube for content marketing and selling books. Catara emphasizes the importance of playlists, which act as sales funnels, guiding viewers through a series of videos. She advises authors to create original content, optimize titles and thumbnails, and use tools like Canva and Riverside. Catara suggests starting with a personal brand channel and focusing on consistent posting, aiming for 2-5 hours weekly. She highlights metrics like click-through ...

Marketing teams across industries face similar challenges in reaching their audiences with relevant, timely offers that support overall acquisition and retention. Some organizations, however, face additional hurdles because their audiences are savvy to marketing tactics and may have an especially high standard for what it takes to truly grab their attention and earn their trust. In this #ContentChat conversation, Erika Heald was joined by Maureen Jann, a marketing strategist with deep experie...

What is content governance, and why is it essential for scaling content operations—especially with AI in the mix? In this #ContentChat episode, host Erika Heald and guest Maureen Jann explore how content governance bridges strategy and execution, ensuring consistency, compliance, and brand alignment. Erika shares lessons from her earliest governance experiences through to her success at Charles Schwab, and previews her new book, Content Foundations. You’ll learn how to build a brand voice cha...

In this episode of #ContentChat, host Erika Heald is joined by marketer Maureen Jann to explore how B2B brands can craft and maintain an authentic brand voice. They discuss why many companies overlook documenting brand voice in their guidelines—and why that’s a costly mistake. Erika shares how AI can support voice consistency, while Maureen brings real-world insights from the IT space, including how humor and empathy can make content resonate. Together, they offer actionable tips for building...

Erika Heald and Maureen Jan discuss the importance of using data-driven content strategies to create unique, relevant content. Maureen, with extensive experience in marketing and tech, emphasizes the abundance of data available, including product usage trends, support tickets, and AI-transcribed sales calls. They highlight the value of proprietary research and anonymized case studies in building trust and engaging audiences. Erika shares her experience at Achievers, where she used reade...

In this edition of #ContentChat, host Erika Heald is joined by Maureen Jann to discuss how content marketers can create trusted, human-centered content in an AI-saturated landscape. They explore how to differentiate your brand through empathy, transparency, and audience-first strategies while still benefiting from AI tools. Key conversation highlights: 01:50 Using AI for Supporting an Authentic Brand Voice03:41 The Problem with Generic AI Content05:00 How AI Can Support Authentic Thought Lead...

As content teams have started incorporating AI into their workflows and strategies, however, many are missing a critical foundational element they need: A documented brand voice. Without a distinct brand voice, your generative AI outputs—or human-created content, for that matter—will lack consistency and likely miss the mark on your brand identity. This also means AI will give you the same content it’s giving every other marketer in your industry… and helping none of you stand out because of ...

In this edition of #ContentChat, host Erika Heald is joined by guest Phyllis Davidson, VP and principal analyst with Forrester, who explains how to create an AI-led content strategy. They explore the evolution of AI tooling and how AI has become a competitive essential for content marketing teams, and AI use cases you can implement to improve your workflows. Conversation highlights: AI's Role in Content Strategy and Operations (3:18) Challenges and Opportunities in AI Implementation (8:43)...