#ContentChat

Erika Heald
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  • MARKETING

#ContentChat is a weekly video livestream conversation on LinkedIn where content creators, content marketers, and content strategists share their challenges and best practices for solving them.

Episodes

  1. 5 HR AGO

    2/23/26 #ContentChat: The State of Content Strategy

    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 Highlights 0:00 – Welcome & Why Content Strategy Is Changing 3:12 – From Answer Engines to Relationship-Driven Content 7:45 – Monolithic Messaging vs. Niche Communities 12:30 – The e.l.f. Cosmetics Example: Showing Up Differently by Channel 17:05 – Content Governance: Voice, Workflows, and Guardrails 22:10 – AI as a Slow-Down Tool, Not Just a Speed Tool 28:40 – Pruning Old Content and Fixing “AI Fails” at the Source 34:20 – Teaching AI What Your Brand Actually Does 40:00 – Measuring Relationships, Not Just Clicks and Downloads 46:10 – 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 & Mentions View 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

    58 min

  2. 19 HR AGO

    2/9/26 #ContentChat How Experiential Marketing Is Changing Content Strategy

    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 Covered Why 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 Highlights 00:00 – Welcome to Content Chat & today’s topic 01:11 – Meet guest Jessica Head & Ratio’s focus on trust 02:16 – AI, content overload, and “Is this real?” 05:31 – Trade show story: When live demos actually work 07:32 – Content’s evolution: From inbound to multi-motion GTM 13:43 – Why live experiences accelerate B2B decisions 19:45 – Events, brand, and demand: One operating system 23:28 – 3 big mistakes teams make with events & content 29:19 – Who’s doing it well? Inbound, ViVE, and MarketingProfs 35:26 – The one big shift: Organize around moments of conviction 👥 Meet the People Behind the Conversation Host: Erika Heald Content 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 Head Jessica 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 Mentioned Content 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/

    42 min

  3. 5 FEB

    1/26/26 #ContentChat: Build a YouTube Playlist Funnel to Sell More Books

    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 leaders 2:48 Common struggles with YouTube & why you don’t need perfect production 4:14 Turning playlists into a YouTube sales funnel 12:43 Messaging map – understanding what your audience is thinking, feeling & doing 16:14 Packaging your videos: titles, thumbnails & identity-based hooks 19:30 Examples of top, middle & bottom-of-funnel playlist content 31:29 How much time YouTube really takes & creating a workable system 41:14 Tools to make YouTube easier: Canva, Riverside & simple setups 43:25 The metrics that matter & what to do with an off-brand viral video YouTube: https://www.youtube.com/live/JPqHonqm2gU?si=pPvmgKggLIletXKV  Otter transcript: https://otter.ai/u/LF2TTRu4QdPKCaRUuYcBWSCw3ko?utm_source=copy_url

    54 min

  4. 27 JAN

    1/12/26 Marketing to Audiences Who Hate Marketing

    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.

    54 min

  5. 9 JAN

    1/9/26 #ContentChat: Mastering Content Governance in the Age of AI

    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.

    54 min

  6. 12/12/2025

    12/8/25 #ContentChat: Brand Voice & Authenticity in B2B Storytelling

    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 Highlights Why 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.

    55 min

  7. 06/12/2025

    12/1/2025 #ContentChat: Data-Driven Content Strategy with Insights That Matter

    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.

    48 min

  8. 11/11/2025

    11/10/2025 #ContentChat: Cutting Through the AI Noise

    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

    50 min

  9. 28/10/2025

    2/10/2025 #ContentChat: How To Create An AI-Led Content Strategy

    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)

    58 min

  10. 28/10/2025

    6/10/2025 #ContentChat: Defining Your Brand Voice

    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.

    25 min
  • 10 Episodes

About

#ContentChat is a weekly video livestream conversation on LinkedIn where content creators, content marketers, and content strategists share their challenges and best practices for solving them.

Information

  • Creator
    Erika Heald
  • Years Active
    2025 - 2026
  • Episodes
    10
  • Rating
    Clean
  • Copyright
    © 2026 #ContentChat
  • Show Website
    #ContentChat