#ContentChat

Are you creating tons of content—but not seeing the strategic impact you want?The problem isn’t your ideas or your AI tools. It’s your content foundation.In this kickoff episode of a 12-week #ContentChat series, host Erika Heald breaks down the core ideas from her book Content Foundations and explains why content governance is the missing link between strategy and execution.Think of this series as an “audiobook-plus” version of the book—focused on how to build scalable, AI-ready content operations without losing your brand voice.* In This Episode *We cover:Why content teams get stuck Busy but not strategic: lots of activity, little alignment  The risk of relying on one content leader to hold all institutional knowledge What content governance really is Not brand police or red tape  The operational system that turns strategy into consistent execution  How governance helps you push back on off-strategy requests The business impact of strong content foundations Clarity: Everyone knows what “good” looks like  Consistency: Your content actually sounds like your brand  Confidence & speed: Clear processes reduce friction  Scalability: More content, less rework Why AI can’t fix broken content ops AI without brand foundations produces generic output  You need a documented “brand operating system” first  AI should be onboarded like a new team member—not treated as magic The 4 core elements of content foundations Documented brand voice (with do’s, don’ts, and examples)  Marketing-owned taxonomy  Templates that reduce guesswork  Guidelines and style documentation How to get started (without waiting for perfect) Why you shouldn’t wait to “finish everything”  How to build a system iteratively, with purpose * Conversation Highlights *0:00 – Welcome & Series Overview 0:55 – The Real Problem: Weak Content Foundations 1:43 – The House Blueprint Analogy 3:23 – The One-Person Bottleneck & Brand Voice Chaos 4:44 – Content Governance as Your Operational Superpower 7:28 – What Governance Gives You: Clarity, Consistency, Scalability 9:35 – Why AI Alone Won’t Fix Broken Content Ops 10:00 – The 4 Core Content Foundations You Must Have 13:17 – Don’t Wait for Perfect: Start Building the System* Who This Episode Is For *Listen to this if you’re: Creating a lot of content—but struggling to prove impact  Experimenting with AI but getting off-brand or generic results  Drowning in content requests and tired of being an order taker  Trying to scale content beyond one or two people  Ready to build a real content system that supports the business * About the Series *This is Episode 1 of a 12-week #ContentChat series on Content Foundations.Each week, we’ll break down one key element—from brand voice to taxonomy to governance—so you can build a scalable content system that works in real life.New episodes drop every Monday.* Resources Mentioned *📘 Get the full Content Foundations framework (with templates, examples, and prompts): https://contentfoundationsbook.com* About Content Chat *#ContentChat is a weekly live conversation hosted by Erika Heald for content marketers,

Content strategy often looks great in the deck—but falls apart in execution. In this #ContentChat conversation, host Erika Heald talks with Maliha Khan, founder & CEO of Khanect the Dots and Khancepts Studio, about how to bridge the “messy middle” between strategy and execution and bring AI into the mix without creating generic, soulless content.You’ll learn how to operationalize content strategy across teams, use AI as a collaborative thinking partner (not a content vending machine), and keep your brand voice consistent from marketing to sales to customer support.Conversation HighlightsIn this episode, we cover:What the “messy middle” of marketing really is—and why most strategies break thereWhy beautiful strategy decks collect dust and don’t translate into day‑to‑day workHow to operationalize strategy with guidelines, templates, workflows, and resourcingThe danger of vague attributes like “irreverent” when nobody is willing to actually be irreverentThe role of pre‑kickoff meetings, stronger briefs, and better cross‑team communicationHow to spot warning signs that your strategy is failing in execution (and what to do)Maliha’s Three E’s framework (Exclude, Establish, Evolve) for getting out of the messy middleWhy documentation (brand voice, ICPs, workflows) is essential for continuity and AI successHow to leverage AI as a thinking partner for prompts, messaging, and strategy gut‑checksThe difference between human‑centered AI and “AI slop” (including broetry and generic posts)Listen to the podcast for practical, today-level actions marketers can take to start cleaning up the messy middle.About Our Guest – Maliha KhanMaliha Khan is the founder and CEO of Khanect the Dots and Khancepts Studio, where she helps teams bridge the gap between strategy and execution. She focuses on content strategy, operations, and practical ways to use AI to support better, more consistent marketing.🔗 Learn more and access Maliha’s tools:Website: https://www.khanectthedots.com/ (Click the Brand Voice Builder button to access that free tool)LinkedIn: https://www.linkedin.com/in/khanmaliha/ About #ContentChat#ContentChat is a weekly conversation and series hosted by author and content strategy consultant Erika Heald, exploring how content marketers can build smarter strategies, create better content, and collaborate more effectively with their teams, tools, and stakeholders. Browse the #ContentChat Archives: https://erikaheald.com/content-chat/ Follow Erika on LinkedIn: https://www.linkedin.com/in/erikaheald/ If you found this episode's conversation helpful, hit like, subscribe, and turn on notifications so you don’t miss future conversations on content strategy, operations, and AI in marketing.Get the AI-generated transcript:https://otter.ai/u/kuFjZmDriyYj2-qVsIZQZy5SgJ8?utm_source=copy_url 

AI can supercharge your content… or quietly blow up your copyright and compliance.In this episode of #ContentChat, host Erika Heald sits down with Kerry O’Shea Gorgone—a recovering attorney turned marketer and AI power user—to unpack the real risks content marketers face when using AI tools. You’ll learn what you can’t copyright, how AI training data and “plagiarizing the internet” can land you in trouble, and how to build guardrails so you can move fast without putting your brand (or clients) at risk.Whether you’re leading content strategy, running a marketing team, or a solo marketer trying to work smarter with AI, this conversation will help you use AI more safely and intentionally.--What you’ll learn--Why pure AI-generated content can’t be copyrighted in the U.S.—and what “significant human contribution” actually looks like.How custom GPTs and other AI agents can create copyright headaches if you train them on content you don’t own.The specific risks with AI-generated images (likeness, book covers, stock photos, etc.) and why “I didn’t know” is not a legal defense.Why you should “plagiarize yourself, not the internet”—and how to use your own decks, talks, and articles as training data.Practical guardrails, policies, and crisis planning steps to protect your team, your content, and your brand.Conversation Highlights::10 – Kerry's journey: from lawyer to marketer & AI power user2:22 – Custom GPTs, training data, and fair use gray areas6:11 – You can’t copyright pure AI output & why human input matters7:00 – Visual risks: AI images, likeness issues, and “I didn’t know”13:27 – Data discipline: what never to put into AI tools19:43 – Using AI as a coach, not a creator: “plagiarize yourself”24:21 – High‑risk vs. lower‑risk AI use cases for marketers29:36 – Working with legal, building policies, and crisis planning48:07 – Where to find Kerry + wrap‑up, resources, and french bulldog + Russian blue kitten cameosResources mentioned- AI human-input tracking template (Google Doc) – A simple work file Kerry created to help you document how much human vs. AI contribution went into a piece of content.- AI incident crisis response plan (template) – Kerry's sample AI crisis plan you can adapt with your own legal and leadership teams.Links will be in the show notes on erikaheald.com--Connect with KerryLinkedIn: https://www.linkedin.com/in/kerrygorgone/Website: https://carrie.show--Connect with ErikaLinkedIn: https://www.linkedin.com/in/erikaheald/Newsletter & community: https://www.erikaheald.comContent Foundations book: https:contentfoundationsbook.com -- If you enjoyed this episode…* Hit Subscribe for more conversations on content strategy, AI, and ethical marketing.* Drop a comment: How is your team using AI today—and what’s your biggest concern about copyright or compliance?* Share this episode with a marketing or content leader who’s being pushed to “use AI more” and needs the risk side of the story too.

Looking to get more business (not just impressions) from LinkedIn in 2026?In this episode of #ContentChat, host Erika Heald sits down with LinkedIn expert, author, and fractional CMO Neal Schaffer to unpack what’s actually working on LinkedIn right now for B2B marketers, founders, and thought leaders.You’ll learn:Why LinkedIn is still the #1 platform for B2B despite TikTok, Instagram, and everything elseHow the algorithm and engagement patterns have changed (goodbye, groups – hello, feed + notifications)The 12 content formats on LinkedIn and which ones are driving the most resultsWhy newsletters, images, and carousels often outperform links and videoHow to use AI as “amplified intelligence” instead of generic content spamPractical ways to capture founder/executive stories and turn them into high-impact contentHow to fix your LinkedIn profile, headline, and featured section so they support your goalsWhat most executives and companies get wrong about employee sharing and company pagesTools and workflows for managing your LinkedIn inbox and follow-up like a personal CRMIf you’re responsible for content, social, demand gen, or thought leadership on LinkedIn, this conversation is packed with practical tactics you can use right away.👤 About Our Guest – Neal SchafferNeal Schaffer is a fractional CMO, author, speaker, consultant, and university educator. He’s written six books, including three on LinkedIn. His latest, “Maximizing LinkedIn for Business Growth (2nd Edition)”, dives into modern LinkedIn strategies, AI, content formats, and real-world case studies.Find Neal here:Website: https://nealschaffer.comPodcast: Your Digital Marketing Coach (search in your favorite podcast app)LinkedIn: https://www.linkedin.com/in/nealschafferBooks mentioned:Maximizing LinkedIn for Business GrowthDigital Threads: The Modern Digital Marketing Playbook🎙 About Content Chat with Erika HealdContent Chat is a weekly live conversation and podcast hosted by Erika Heald, focused on helping B2B marketers, founders, and content leaders create more effective, human, and sustainable content programs.More from Erika:Website & blog: https://erikaheald.comLinkedIn: https://www.linkedin.com/in/erikaheald/Her new book, Content Foundations: https:??contentfoundationsbook.com⏱️ Conversation Highlights00:00 – Welcome to Content Chat + Neal’s Origin Story02:20 – Why LinkedIn Still Dominates B2B Marketing04:58 – From Groups to the Feed: How Engagement Has Shifted08:41 – Notifications, Algorithms, and Content Discovery on LinkedIn11:41 – 12 Content Formats on LinkedIn & Why Testing Matters16:42 – What’s New in “Maximizing LinkedIn for Business Growth”24:44 – Managing Your LinkedIn Inbox & Personal CRM Tools29:10 – What Actually Performs: Newsletters, Images, and Carousels33:24 – Using AI Ethically for Thought Leadership & Story Capture49:08 – Quick-Start Playbook for Your LinkedIn Strategy in Q2💡 Key Takeaways- LinkedIn’s business model (Sales Navigator, Talent Solutions) allows more organic reach than ad-only platforms.- You don’t need to post daily; 1–2 strong posts a week + consistent engagement can outperform daily noise.- Newsletters, image posts, and PDF carousels are often the best-performing content types right now.- Stop link-dropping your blog posts; instead, repurpose concepts visually a

Feeling burned out by content creation—or overwhelmed by your own endless scrolling? In this episode of #ContentChat, host Erika Heald talks with Sarah Parker, Editorial Director at Manychat and creator of the Chronically Online magazine, about fresh insights from Manychat’s new Creator Report on content fatigue, burnout, AI, and community.You’ll hear what 51% of creators are saying about burnout, how audiences really feel about AI-generated content, and what kinds of content and community experiences people actually want more of right now.In This EpisodeWe cover:Creator burnout & “AI fry”Why over half of creators considered quitting in the past yearHow AI tools can both help and accelerate burnoutWhat audiences think about AIWhy people don’t want “full AI,” zero-human contentHow to use AI thoughtfully without losing your voiceAuthenticity & community as differentiatorsWhat followers actually want from creators and brandsWhy Gen Z is burning out fasterHow online communities help balance content fatigueAutomation with a human touchUsing automation as an extension of your personalityWhere to automate vs. where to show up live and humanOwning your audience & multi-format storytellingWhy you can’t rely solely on algorithms and social platformsEmail lists, private communities, and portable audiencesTurning one strong idea into multiple, format-specific assetsConversation Highlights0:00 – Welcome to Content Chat & Guest Introduction0:29 – Why Manychat Created the Creator Report1:59 – 51% of Creators Considered Quitting: Burnout Findings3:19 – “AI Fry” and How Tools Can Accelerate Burnout4:34 – What Audiences Really Think About AI-Generated Content6:30 – Audiences Crave Authenticity & Real Connection8:09 – Using Personalized Automation Without Losing the Human Touch12:11 – How People Feel About Their Content Consumption14:17 – Where Communities Are Moving: Discord, Substack & More17:39 – Strategic Takeaways for Content Marketers from the ResearchResources Mentioned🔹 Manychat Creator Report (interactive “finite scroll” experience)https://manychat.com/report🔹 Manychat Bloghttps://manychat.com/blog🔹 Chronically Online (Manychat’s online magazine)https://com.manychat.com/ Connect with Today’s GuestSarah ParkerEditorial Director, Manychat & Chronically OnlineWebsite: https://manychat.comCreator Report: https://manychat.com/reportAbout Content Chat#ContentChat is a weekly live conversation hosted by Erika Heald for content marketers, creators, and community builders who want to create more meaningful, effective, and sustainable content. We explore how to connect with audiences, support communities, and avoid burnout—without feeding the doomscroll.View the #ContentChat archives and recaps: https://erikaheald.com/content-chat/ 👉 If this episode resonated with you:Hit Like to help more creators find this conversationSubscribe to the channel for more Content Chat episodesDrop a comment: What’s one change you’re making to fight content fatigue—either as a creator or as a consumer?View the livestream archive on YouTube: https://youtube.com/live/Eo

How can B2B marketers stay discoverable in an AI‑first world? In this episode of #ContentChat, host Erika Heald talks with Lee Odden, CEO of TopRank Marketing, about how Best Answer Marketing helps brands win visibility and trust across fragmented channels.You’ll hear how Lee’s team uses original research, influencer collaboration, and experiential content to create “best answer” resources that show up in Google search, AI search tools (like ChatGPT and Claude), social, and online communities.They break down:Why B2B content discovery is shifting from Google to AI‑driven discoveryThe 6 pillars of Best Answer Marketing (data‑informed, trust system, experiential content, multi‑channel discovery, unified analytics, and more)How to use research + earned media as a visibility flywheelBudget‑friendly ways to get started—even without Salesforce‑level resourcesHow Best Answer Marketing supports brand, demand gen, and post‑sale successIf you’re rethinking your B2B content strategy, trying to navigate zero‑click search, or looking for a practical framework to build trust, discovery, and experience, this conversation is for you.🔗 Resource mentionedBest Answer Marketing Playbook: https://bestanswermarketing.com⏱ Conversation Highlights00:02:23 – How B2B content discovery has changed (AI search & fragmentation)00:07:12 – The 6 pillars of Best Answer Marketing (framework overview)00:13:24 – Building trust in an AI‑heavy world (signals, influencers, research)00:17:55 – Original research & earned media as a visibility flywheel00:21:36 – Experiential content & events as part of your content strategy00:25:48 – How Best Answer Marketing supports brand, demand, and post‑sale success00:32:35 – Budget‑friendly ways to start implementing Best Answer Marketing00:41:26 – Turning research into visual, highly shareable content00:46:46 – Final advice: trust, discovery, experience + Best Answer Playbook

In this episode of #ContentChat, host Erika Heald sits down with marketing consultant and fractional CMO Robert Rose to unpack how content strategy is changing in the age of AI—and what that really means for content marketers, strategists, and brand leaders.They explore why the old playbook of pumping out SEO‑optimized content is failing, and what it looks like to build a strategy around outcomes, trust, and real relationships instead. Robert shares practical guidance on governance, content operations, and using AI as a thinking partner instead of a content factory.🔍 In this episode, you’ll learn:Why traditional SEO and “answer engine” content is losing impactHow to shift from monolithic brand messaging to niche community strategiesReal‑world examples (including e.l.f. Cosmetics) of tailoring content by channelHow to build content governance, standards, and workflows that actually stickSmart ways to use AI for research, pressure‑testing ideas, and editingWhy old, unmanaged content is sabotaging your AI and support experiencesHow to teach AI what your brand really doesNew ways to measure relationship depth, not just clicks and downloadsWhy your team probably has too many assets and not enough big ideasHow to refocus on fewer, more powerful ideas that drive real impact⏱ Conversation Highlights0:00 – Welcome & Why Content Strategy Is Changing3:12 – From Answer Engines to Relationship-Driven Content7:45 – Monolithic Messaging vs. Niche Communities12:30 – The e.l.f. Cosmetics Example: Showing Up Differently by Channel17:05 – Content Governance: Voice, Workflows, and Guardrails22:10 – AI as a Slow-Down Tool, Not Just a Speed Tool28:40 – Pruning Old Content and Fixing “AI Fails” at the Source34:20 – Teaching AI What Your Brand Actually Does40:00 – Measuring Relationships, Not Just Clicks and Downloads46:10 – Fewer Assets, Bigger Ideas: The Future of Content Teams💡 Who this episode is for:Content marketing leaders and strategistsB2B and B2C marketers under pressure to “do more with less”Teams experimenting with AI in their content workflowsAnyone rethinking how they measure the success of their content📌 Resources & MentionsView the show notes and archive on erikaheald.com for links to:Robert Rose’s content strategy and governance workContent Marketing Institute and Robert’s weekly columnErika’s community‑focused approach to content and newslettersIf this episode sparks an idea (or a disagreement!), drop a comment—we’d love to hear how you’re evolving your content strategy in 2026.👍 If you find this helpful, like, subscribe, and share with a fellow content marketer who’s rethinking their strategy in the age of AI.Otter Transcript: https://otter.ai/u/Tb9J8dHz2UKukkAHGZxckpq5h_M

Your customers are locked in a scroll battle with a sea of misleading, low-quality AI-generated content. That’s why trust has become the one real differentiator content marketers need to prioritize. In this episode of #ContentChat, host Erika Heald talks with Jessica Head, CEO of Ratio, about how experiential marketing is reshaping B2B content strategy, especially in complex, high-risk industries like healthcare and financial services.You’ll learn why content can no longer just be the “front door” to your brand—and why it must now act as proof that validates real-world experiences across events, communities, product interactions, and peer conversations.Jessica and Erika dig into how to:Use live events and experiential programs to build credibility in an AI-first worldAlign brand and demand so they function as one connected operating modelTurn events from one-off campaigns into system inputs that fuel content and go-to-marketAvoid the trap of volume over confidence in your content and nurture streamsUse content governance to actually free your team and protect meaning as you scaleIf you lead content, marketing, or go-to-market—and you’re rethinking events in 2026—this conversation will help you design experiences and content that create real moments of conviction for your buyers.🔑 Key Topics CoveredWhy AI-generated content has shifted the buyer question from “Is this good?” to “Is this real?”How live, in-person interactions serve as a credibility mechanism for skeptical buyersThe evolution from inbound → ABM → multi-motion go-to-market (inbound, outbound, product-led, event-led, partner-led, community-led)Why events are core content strategy, not just a field marketing functionThe importance of systems and martech as connective tissue between events, content, and salesThe three biggest mistakes teams make with events and content:Treating events as isolated campaignsOver-optimizing for volume instead of confidenceNeglecting content governance as complexity growsHow to organize your content around moments of conviction instead of channelsReal-world examples from HubSpot Inbound, ViVE, and MarketingProfs⏱️ Conversation Highlights00:00 – Welcome to Content Chat & today’s topic01:11 – Meet guest Jessica Head & Ratio’s focus on trust02:16 – AI, content overload, and “Is this real?”05:31 – Trade show story: When live demos actually work07:32 – Content’s evolution: From inbound to multi-motion GTM13:43 – Why live experiences accelerate B2B decisions19:45 – Events, brand, and demand: One operating system23:28 – 3 big mistakes teams make with events & content29:19 – Who’s doing it well? Inbound, ViVE, and MarketingProfs35:26 – The one big shift: Organize around moments of conviction👥 Meet the People Behind the ConversationHost: Erika HealdContent strategist, consultant, and host of Content Chat, Erika helps B2B brands build content programs that drive trust, community, and long-term customer relationships.Guest: Jessica HeadJessica is the CEO of Ratio, a go-to-market agency working at the intersection of brand and demand, primarily with technology companies transforming legacy industries—most notably in healthcare. Ratio helps organizations connect how they show up with how buyers actually move through complex decision-making processes.📚 Resources MentionedContent Foundations by Erika Heald – Book and free governance checklist: https://contentfoundationsbook.comRatio – Learn more about Jessica’s agency and work at the intersection of brand and demand: https://goratio.com/

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 rates and returning viewers. For viral videos, she recommends unlisting them to prevent them from overshadowing the channel. Catara also stresses the need for a mindset shift, viewing oneself as a media company.Conversation highlights:0:00 Intro – Why YouTube is critical for authors and thought leaders2:48 Common struggles with YouTube & why you don’t need perfect production4:14 Turning playlists into a YouTube sales funnel12:43 Messaging map – understanding what your audience is thinking, feeling & doing16:14 Packaging your videos: titles, thumbnails & identity-based hooks19:30 Examples of top, middle & bottom-of-funnel playlist content31:29 How much time YouTube really takes & creating a workable system41:14 Tools to make YouTube easier: Canva, Riverside & simple setups43:25 The metrics that matter & what to do with an off-brand viral videoYouTube: https://www.youtube.com/live/JPqHonqm2gU?si=pPvmgKggLIletXKV Otter transcript: https://otter.ai/u/LF2TTRu4QdPKCaRUuYcBWSCw3ko?utm_source=copy_url 

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 experience connecting with marketing-skeptical audiences, including IT leaders, startup founders, and marketers themselves. They covered how to build trust with skeptical buyers, why generic outreach backfires, and what it really takes to stand out when everyone’s been burned before.Watch the full conversation on YouTube, or read through the highlights below.

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 chart, train AI tools with your content standards, and identify the tools and workflows needed to support scale without sacrificing quality.Ideal for content marketers, content ops teams, and marketing leaders preparing to grow responsibly with AI.

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 brand voice guides, aligning voice with compliance, and scaling consistency across teams.Watch now to learn how to ensure your brand voice truly reflects your values—across every piece of content. https://www.youtube.com/live/iQSV2e5ZbM4 Conversation HighlightsWhy Brand Voice is a Strategic Imperative[0:00:00] Erika opens by underscoring how brand voice is often missing from content strategy conversations—despite being crucial for connection and differentiation.Barriers to Documenting Brand Voice[0:03:00] Erika explains why she declines to create content until a brand voice guide exists—because clarity upfront leads to quality outcomes.Emotional Intelligence as a Content Superpower[0:07:45] Maureen discusses how emotional intelligence fuels authentic storytelling, especially in industries that often default to jargon or formality.Building Brand Voice Guidelines That Scale[0:11:35] Erika and Maureen walk through what to include in a useful voice guide: tone descriptors, voice charts, do’s and don’ts, and examples of voice in action.AI as a Brand Voice Ally[0:20:09] Maureen shares how she uses AI tools and creates shared prompts to reinforce brand voice across writers and platforms.Navigating Brand Voice in Regulated Industries[0:46:53] Erika shares her approach to maintaining personality while staying compliant, using “friendly disclaimers” and conversational language.Context is Key: Know Your Brand, Know Your Buyer[0:52:39] Maureen emphasizes the need to deeply understand both the company and the customer to create a compelling and authentic voice.

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 reader surveys to create impactful content. Both stress the need for timely, respectful data requests and the role of AI in data processing, while humans excel at building communities and relationships.Key Highlights:Why Data-Driven Content Strategy Matters in Modern Marketing[0:00:01] Erika frames the discussion and introduces the data-driven theme.Key Types of Internal and Proprietary Data Every Marketer Should Use[0:05:50] Maureen details ideal internal data sources for marketers.Overcoming Common Data Access Challenges in Content Marketing Teams[0:13:05] Maureen discusses barriers and tactics for obtaining internal knowledge.Building Trust: How to Get Internal Teams to Share Insights and Data[0:09:50] Maureen and Erika explore trust-building cycles with internal/external partners.Practical Ways to Incorporate Data into Your Content Creation[0:38:02] Erika and Maureen suggest ways to turn data into actionable content.Annotating Analytics: Why Context is Critical for Accurate Reporting[0:29:00] Discussions on annotating analytics, context for data spikes/drops.Leveraging Events and Customer Advisory Boards for Unique Content Ideas[0:43:32] Erika describes gathering content inspiration from in-person events and CABs.Where AI Meets Human Insight: Limitations and Opportunities in Content Strategy[0:46:38] Maureen summarizes the unique value of human creativity and community, even as AI processes data.Actionable Takeaways: Steps to Make Your Marketing Content Truly Data-Driven[0:47:46] Maureen and Erika wrap up with key lessons, action points, and next steps.

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 Leadership06:45 Erosion of Trust & Content Transparency07:30 How to Leverage AI (with Human Input)08:54 Synthesizing Insights: Human + AI Collaboration10:00 Custom GPTs and Content Consistency13:02 Strategic Value vs. Gatekeeping in Content Teams14:32 8 Human-First Content Types to Focus On16:05 1) First-Party Research & Gap Reports18:26 2) Real Customer and Employee Stories20:00 3) Turning Best Practices into Scalable Content21:20 4) Frameworks and Process Playbooks27:38 5) Embracing Mistakes and "Lessons Learned" Content29:39 6) Leveraging Community & Advisory Boards38:28 7) Partnership/Ecosystem Content & Unique Collaborations43:14 8) Interactive Content: Tools, Calculators, & Engagement46:37 AI as Support, Human Content as Differentiator48:30 Focusing on Proprietary, Unique Content

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 it.Let’s get your house in order and define your brand voice for better content marketing. 

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)AI in Content Life Cycle and Personalization (9:16)AI in Understanding Customer Journeys (18:23)Technology Platforms and AI Tools (40:20)AI in Content Marketing and Future Trends (50:56)Resources and Recommendations for AI Adoption (51:13)Conclusion and Final Thoughts (56:39)