Neil Patel says, “To fully capitalize your content marketing, you need to click with your audience. Unfortunately, not all that many content marketers fully realize the effectiveness of their programs – only one-third rate their content marketing strategy as extremely or very effective, according to CMI 2017 B2B research. Part of the reason for this phenomenon is simply because many content marketers unknowingly engage in tactics that create disconnects with their audience. In other words, some of those tactics are a turnoff. Here are some specific ways you can disrupt the relationship-building... [...]

Jodi Harris says, “How do you measure up when it comes to measuring the impact and value of the content you are publishing? Fortunately, for most questions you may have about your content’s performance, there’s a way to find the answer – and very often, that answer can be found through Google Analytics. Chances are you already use this robust tool to track key metrics like website visits, page views, and bounce rates. But Google Analytics can also uncover deeper, more-actionable insights that can paint a clearer picture of the results your content is achieving now and reveal critical... [...]

Joe Griffin says, “If your organization hasn’t emphasized deliberate content marketing – meaning, there’s no documented strategy with tangible goals and metrics – now is the time to find someone who can take your company to the next level. But how do you find that right someone? It might take a little time, but if you follow this six-step process, you’ll find a stellar marketer who will help your brand benefit from content marketing. HANDPICKED RELATED CONTENT: Step 1: Define your needs Consider what sort of employee you need. While this varies from one organization to the next,... [...]

Marcia Riefer Johnston says, “Let’s say for some time you single-handedly make something that people love to consume: cinnamon buns, maybe, or content. You decide to go big with your operations and bring more bliss into the world. Boatloads of bliss. We’re talking content (or cinnamon buns) galore. We’re talking more than simply doing more of what you’re doing. We’re talking scaling up. You need to do more than throw more people at the situation. To handle increased complexity, you need updated processes, new strategies, and more automation. For example, in Automating Content Reuse:... [...]

Marcus Varner says, “As a content marketer, you have so much of the planning and execution phases in your control. You drive forward, setting up tasks to be done and milestones to be hit, and then knocking them down one by one. You have a tangible feeling of accomplishment and momentum. Everything’s running on time. The finish line is in view. You can almost taste victory when BAM! You hit the wall – the review and approval phase. Suddenly, that feeling of accomplishment is gone. Momentum: gone. Your delivery date: blown. Instead, you feel like your coffee has been spiked and reality... [...]

Jodi Harris says, “We all appreciate when our content marketing efforts earn kudos from our audiences. But for marketing agencies, recognition from the public and their peers is their bread and butter – winning an award can mean a higher profile for the portfolio of work, greater awareness and interest among potential clients, and maybe an increased chance of winning more business. Dozens of agencies submitted entries to the 2016 Content Marketing Awards, resulting in 10 nominees for Agency of the Year and two winners – C3 Creative Code & Content GmbH in the large agency category,... [...]

Sujan Patel says, “Why are online reviews so prevalent regardless of industry? It’s because we, as consumers, need to be reassured that whatever we’re paying for is going to deliver on its promises. Integrity is at the heart of this. An honest business that stands by its principles is one that deserves to be trusted. But you can’t just say you have integrity – you have to show it. Content is one way to demonstrate your brand’s integrity and, in turn, help your audience trust you. Here are five ways to use content as a truth vehicle. 1. Create perceived authority Consumers trust... [...]

Neil Patel says, “I write for CMI regularly, and each year the post that garners the most interest shows content marketing examples from brands who are killing it from around the web (you can also see the posts from 2015 and 2016). Of course, brands are continually impressing me with lessons both big and small. Combined with an advanced knowledge of content marketing, these nine inspiring brands will help to skyrocket your own content marketing campaign. 1. Surprise your audience like GE GE’s tagline of “Imagination at Work” couldn’t possibly ring more true. The 125-year-old brand... [...]

Marcia Riefer Johnston says, “What do you envision for the future of content from a marketing perspective, and how do marketing teams need to evolve to prepare? The CMI editorial team recently put this question to the pros who will present at the Intelligent Content Conference March 28–30 in Las Vegas. The answers fall loosely into seven groups: Build your online communities Reassess your processes and deliverables Transcend individual departments Make content relevant to each consumer Get friendlier with technology Prioritize quality even more Base your strategies on your strengths”. How... [...]

Joe Pulizzi says, “In 2016, I led a workshop on content marketing for about 50 small-business CEOs and operations managers. They came from all different industries. Some were consultants. There was a plumber and also a representative from an HVAC company present. Pest management? Check. A few small manufacturing companies, a nonprofit, and a jewelry store rounded it out. In other words, it was a diverse group of companies. What wasn’t diverse was the way they were marketing their companies. Most had e-newsletters. All of them had Facebook pages. Every one of these senior leaders was... [...]