Category: Content Strategy

4 Paths to Better Content Management and Strategy [New Research]

4 Paths to Better Content Management and Strategy [New Research]

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I’ve been in the content marketing space long enough to be familiar with the saying, “If you create all this great content and yet no one sees it, what’s the point?” This simple question helps those starting in content marketing stay focused on the big picture. Today, though, that saying should go something like this: […]

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How to Set Content Marketing Goals Your CMO Will Love

How to Set Content Marketing Goals Your CMO Will Love

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What are your content marketing goals? As the director of content strategy for Contently, this is a question I ask marketers every week. There’s often a long pause on the conference line, followed by something like, “Well, we were hoping you’d tell us that.” While I can’t tell them what their goals should be off […]

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Buyer Personas: Nicer than Stereotypes?

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We have soccer moms – married women who live in the suburbs and are best known for transporting their children to and from sports practices and other activities. We have NASCAR dads – blue-collar, middle-aged Caucasian men who graduated from high school and like watching stock car racing. And don’t forget the millennials – young […]

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Content Tech Overload? 3 Questions to Ask Before You Buy

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“Ever want to throw your computer across the room?” When Cathy McKnight asks hundreds of tech-savvy marketers this question at the Intelligent Content Conference, many heads nod. And there’s a good reason. “We’re expected to be content superstars,” Cathy explains. “We’re caught between automation and the human touch. How do we use AI? Where do […]

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How to Create Unified Content That Works in Diverse Global Markets

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If you work as a marketer in a global company, this conundrum is all too familiar. On the one hand, your content must be unified: Everywhere in the world, the messaging must be consistent, and people must recognize the brand. On the other hand, rigid consistency across cultures can backfire or undercut your business goals. […]

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A Step-by-Step Guide to Audience Development

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In 2016, when Intel iQ boasted 2 million monthly readers who averaged more than two minutes per visit, the iQ team wondered what is the additional value of a returning reader versus a first timer? A lot, it turns out. In early 2017, the iQ team borrowed a page from the traditional media playbook – […]

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Build an Editorial Content Plan That Turns Strategy Into Success

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Unless today is your first day as a content marketer, you’re aware of how essential a documented strategy is to achieving content marketing success. It’s one of those mantras you’ve heard being chanted again and again throughout every corner of the industry until you simply can’t help but accept it as truth. It really is […]

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Is Your Content Prepared for the Verbal Revolution?

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Voice-enabled search is one of the biggest topics in SEO circles, but many content marketers haven’t embraced the implications of virtual assistants and other voice-powered technology. As an SEO and content architect at Moz, I urge marketers to understand voice’s importance and the need to do so today to prepare for the voice revolution. HANDPICKED […]

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Is Your Marketing Ready for 2018?

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After you put away the champagne flutes and flip the calendar to 2018, what will you set your sights on to take your marketing to the next level in the new year? What has 2017 taught you? One place to look for lessons is CMI’s two conferences – Content Marketing World and Intelligent Content Conference. […]

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Are You Ready for Content Marketing in 2018? 60+ Predictions

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It’s hard to believe that, after 10 years, this will be the last time I share my annual list of content marketing predictions for CMI. Not to get all sentimental or anything, but looking into the future of our industry and anticipating the content and media trends most likely to impact our businesses has always […]

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How to Use How-To Content to Create and Retain Loyal Customers

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Does your team focus on the top of the marketing funnel, developing most of your content to create brand awareness and nurture leads? If so, you may miss the rewards that come from focusing on the bottom or (depending on how you define your funnel) below. I’m talking about focusing on the content needs of […]

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Why Today's SEO Experts Will Evolve or Go Extinct

Why Today’s SEO Experts Will Evolve or Go Extinct

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At any given time, you can find some major tech journalist, thought leader, martech blogger, or digital marketing guru declaring search engine optimization dead. These harbingers of the digital doomsday usually aren’t being literal. The practice of SEO isn’t dead, but the way SEO experts, consultants, and agencies have traditionally approached the subject might be. […]

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The New, Critical Role on Your Content Team

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Ready for a new job? No, I don’t mean that. Unless of course I do – but then that’s a different conversation for different beverages. I mean are you ready for a new role in addition to the one you have now? Our content marketing research this year illustrates that one of the key differentiators of those […]

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4 Ways to Shift Your Thinking to Truly Focus on Your Audience

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Audience first. Are you tired of hearing this mantra? I am. But, here’s the thing: Too many marketers say and even think they are all about the audience, but when you dig into their programs, you see it’s still all about them. While it’s not easy to make a genuine shift, here are four twists […]

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14 Skills for New, Growing, & Mature Content Marketing Programs

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Each year, CMI founder Joe Pulizzi covers the essential roles you need on your content marketing team. It’s one of those posts that is consistently well received because it hits a nerve: Whom do you need on your team to make content marketing work in your organization? I had the pleasure of thinking through this […]

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Less Brand, More Identity: The Zombie Business Cure

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No company wants to be a zombie – an uncaring, brainless, ruthless, inhuman thing that does whatever it takes to keep going. Yet examples abound of companies that behave in zombie-like ways, often paying the price in lost sales and damaged reputations. How does a business cure itself of a case of the zombies? That’s […]

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Content Creation Robots Are Here [Examples]

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How much will the evolving landscape of AI impact content creation? I had a conversation with BuzzSumo co-founder Steve Rayson who said writing algorithms are available for purchase, have been bought, and are in use by major platforms. And, they are creating well-written, data-backed articles, he said. I was surprised. I knew the AI landscape was evolving in the industry: But just how […]

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What Is a Content Audit and Why Do You Need One?

What Is a Content Audit and Why Do You Need One?

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Few activities in B2B marketing yield immediate results. Long sales cycles mean it can take months, if not years, for your work to positively affect business. Luckily, there is one exercise proven to help you out right away: a content audit. What is a content audit, exactly? It’s the process of tracking down and organizing […]

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What Are 2018's Biggest Content Marketing Trends?

What Are 2018’s Biggest Content Marketing Trends?

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What big content marketing trends do you see for next year? -Jake, New York As I sat down to write a navel-gazing trends piece for the fifth straight year, I couldn’t help but think of this cartoon by The Marketoonist for two reasons. 1. This cartoon is way too real. I own that outfit. I’ve […]

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An Easy-to-Apply Framework to Build Your Content Marketing Team

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“Peek behind great content marketing efforts and you’ll nearly always find a driven, well-organized team.” I adore this sentiment from Cameron Conaway because it succinctly illustrates the power of your content marketing team. Regardless of how much content marketing know-how you ingest, here’s the dirty little secret: Those ideas only work if you have the […]

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competitive-content

17 Questions to Break Free From Competitive Content Issues

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In 1998, I became the investment club guide for About.com. My responsibilities included the creation of at least one original article per week on the topic of investing or investment clubs, as well as development of the e-newsletter for the subscribers of that channel. I absolutely loved it. Every piece of content I created scored […]

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Why Marketers Need to Think Like Data Scientists (And How to Do It)

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Your company may not employ data scientists today. And you might be fine with that. Consider, though, that if you’re not working with a data scientist or at least thinking like one, you’re missing something: the ability to say “I know” instead of merely “I think.” That distinction matters when you’re talking with executives, says […]

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How to Adopt a Customer-Centric Strategy for Your Content

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Does your company look at content through customers’ eyes? Here’s one way to tell: Look at your marketing content. For starters, riffle through some titles. Do the words typically convey customers’ concerns? Or do they mostly call attention to the things you sell? If products hog the spotlight, you’re missing opportunities to build customer relationships […]

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5 Steps to Improving Subscriber Data for More Personalized Emails

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When I started at the Content Marketing Institute in 2012, I sat with founder Joe Pulizzi to discuss the 2013 marketing goals. Back then – and still today – everything revolved around email subscribers and event (Content Marketing World) attendees. Ever ambitious, Joe’s goal was always “double it.” And yes, double them we did. From […]

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3 Definitions Every Content Marketer Should Know

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Editor’s note: You may have missed this article when CMI published it last year. We’re sharing it now because too many people are still confused about the terms. Are you looking for a job – or looking to hire someone – in a field associated with “content marketing” or “content strategy” or “content marketing strategy”? […]

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Scale Your B2B Content with Artificial Intelligence

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“Same house, right?” The question came via Facebook Messenger from a friend who was coming over for dinner. Under his message appeared two options: yes and no. With one touch of a fingertip, my answer appeared in a blue bubble as if I had typed y-e-s myself. That experience, a first for me, was so […]

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