Marketing Glossary
CMI Shares 40 Must-Read Marketing Books
Content Marketing Institute contributor Ann Gynn has published an article featuring 40 must-read marketing books.
She says, “I’ve grouped the recommendations into the following categories: content marketing — strategy, planning, and writing; general marketing and business; public relations and communications; and psychology and persuasion.
Content marketing books: Strategy, planning, writing
Bird By Bird: Some Instructions on Writing and Life (1994) by Anne Lamott
Description: For a quarter century, more than one million readers — scribes and scribblers of all ages and abilities — have been inspired by Anne Lamott’s hilarious, big-hearted, homespun advice. The advice begins with the simple words of wisdom passed down from Anne’s father — also a writer — in the iconic passage that gives the book its title.”
40 Must-Read Marketing Books (That Happen to be Written by Women)
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CMI Shares Must-Know Video Strategies and Tips for 2025
In 2025, video marketing is essential for engagement, brand visibility, and conversions. With short-form content and AI-driven personalization, it remains a key driver of digital success.
Content Marketing Institute has published an article featuring must-know video strategies and tips for 2025.
The CMI team says, “It’s good writing advice and the perfect mantra for expanding video content in your marketing lineup. An even better reason? Eighty-three percent of consumers want to see more videos from brands in 2025.
“Video is memorable,” says Brittany Du Bois, content marketing manager at PlayPlay.
Video allows brands to connect with audiences — to help them experience the story. Marianne M. Talbot, chief marketing and business development officer at Bailey & Glasser, LLP, explains the impact, using this Maya Angelou quote: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
So, what’s ahead for this popular format? What inspiration can your brand take from short-form video? And what can you learn from B2B and B2C examples?”
Lights, Camera, Conversion: Must-Know Video Strategies and Tips for 2025
CMI on Setting Content Marketing Goals for Business
Setting content marketing goals provides direction, ensuring efforts align with business objectives and audience needs. Clear goals help measure success, optimize strategies, and drive meaningful engagement and conversions.
Content Marketing Institute contributor Ann Gynn has published an article featuring useful tips on setting content marketing goals that matter to the business.
She says, “To change the conversation and gain the respect and budget marketing deserves, focus on these four goals:
1. Grow subscribers
Unlike a customer database, a subscriber database contains customers, prospects, referrals, and potential referrals. These people see your content as valuable enough to provide their contact information. In doing so, they also give you permission to subtly market to them.
When it makes sense
If you regularly publish content, such as a newsletter, podcast, video channel, etc., subscribers are essential. It lets you contact them without an intermediary gatekeeper like social media or pay-per-click advertising.
More specifically, adopt subscriber goals when your business wants to penetrate a new market, compete with a high-profile market leader, or begin the content marketing journey.”
How To Set Content Marketing Goals That Matter to the Business
CMI Shares Best Practices for Award-Winning Brand Newsletters
Newsletter marketing nurtures customer relationships by delivering valuable content, updates, and offers directly to their inbox. It boosts engagement, builds brand loyalty, and drives conversions effectively over time.
Content Marketing Institute contributor Jodi Harris has published an article featuring five best practices for award-winning brand newsletters.
She says, “To enhance your ability to deliver a satisfying newsletter experience that drives your marketing goals, we’ve gathered examples and best practices. Each is a winner or finalist for Best Digital Newsletter at the 2024 Content Marketing Awards.
If you want your subscribers to look forward to opening and reading your newsletter, optimize your content for these five elements:
1. Readability
Time-constrained audiences scan newsletters for exciting ideas and relevant information rather than reading from start to end. To make that easier, use short sentences and paragraphs to get your message across. Use brief, catchy headlines and descriptive subheadings to highlight critical insights and recommended actions. Videos and images can also break up lengthy sections of copy and contextualize your messages.
Example: BDH Solutions
BDH Solutions provides business services for real estate principals, including landlords, property managers, and investors. Transactions between vendors and buyers in this space can be highly complex, which is all the more reason for BDH to communicate with the utmost clarity and simplicity.”
CMI Lists Seven Laws for Content Marketing Success
Content Marketing Institute contributor Robert Rose has published an article featuring seven laws of content marketing success.
He says, “These new content marketing laws will help you survive 2025 and dominate through 2030. Watch the video for the quick take, then keep reading for the deep dive.
Law 1: Always be orchestrating (internal buy-in is for amateurs)
The greatest threat to content marketing isn’t a lack of great ideas. It’s the inability to prove to fearful executives how valuable content marketing can be.
In 2025, it’s not enough to sell content marketing internally. If they haven’t gotten it by now, no amount of successful case studies packaged into a PowerPoint presentation will change business leaders’ minds. Today, you need to force the integration of valuable content programs across teams.
Marketing has become content marketing. Lean into that fact, and don’t try to sell content marketing as a distinct function. Assume you have permission to do marketing — and start creating great content as a function within it.”
CMO Guide To Schema: How Your Organization Can Implement A Structured Data Strategy [Guide]
Search Engine Journal has published ‘CMO Guide To Schema: How Your Organization Can Implement A Structured Data Strategy’.
Martha van Berkel says, “Schema is actually the industry standard vocabulary that is used to markup structured data. This helps search engines understand the content on your website in the context of your brand, making your content more visible to your target audience.
Optimizing your website is like translating your content into the language of search engines and machines.
Enable Higher Visibility In Search
By implementing structured data markup, you unlock the potential for your content to appear as rich results in Google search listings.
These rich results – which showcase additional information such as product pricing, star ratings, job posting details, and video thumbnails – take up more real estate in search results, drawing more attention and leading to higher click-through rates (CTR) and more traffic to your website.”
CMO Guide To Schema: How Your Organization Can Implement A Structured Data Strategy
Creating High-Impact Search Ads: Strategies to Stand Out
Creating impactful search ads requires compelling copy, relevant keywords, and strong call-to-actions. Optimizing for user intent and ad relevance boosts engagement and conversion rates.
Search Engine Land contributor Chris Cabaniss has published an article featuring useful strategies to to craft search ads that stand out.
He says, “Search ads are powerful. But with fierce competition in PPC, it’s not enough to just show up.
To stand out, you need more than basic ad copy.
This article breaks down how to craft search ads that grab attention and drive results.
You’ll learn actionable strategies for writing compelling headlines and descriptions, plus advanced techniques like A/B testing, ad asset optimization, and competitor analysis.
Master the fundamentals of search ads
Strong search ads start with the fundamentals. Here’s what to keep in mind:
- Use relevant keywords: Include keywords from your ad group in the headline and description to improve Quality Score, CTR, and conversion rates.
- Add a call to action (CTA): Phrases like “Call now” or “Order today” encourage action and increase CTR and conversions.”
COPY Hims’ $60M/Month Marketing Strategy [Video]
The Exposure Ninja team says, “Growth at 77% year-over-year. Revenue soaring past a billion dollars. Profits in the millions. These aren’t just numbers. They’re the sound of digital marketing done right. The brand? Hims & Hers. And their playbook? A masterclass waiting to be dissected. Forget marketing theory. This is about real-world strategy, the kind that builds empires. In this video, Exposure Ninja’s Tim Cameron-Kitchen peels back the layers of the Hims & Hers phenomenon, revealing the precise digital engine driving their meteoric rise.”
