Author: Ann Gynn

Ann Gynn edits the CMI blog. She also serves as the Tech Tools editor for Chief Content Officer magazine. Ann regularly combines words and strategy for B2B, B2C, and nonprofits, continuing to live up to her high school nickname, Editor Ann. Former college adjunct faculty, Ann also helps train professionals in content so they can do it themselves. Follow Ann on Twitter @anngynn or connect on LinkedIn.

By ann-gynn published August 21, 2017

Who Would You Add to Your Content Marketing Team?

who-add-content-marketing-team

Content marketing team members’ titles may differ from company to company, but the tasks they are expected to perform are somewhat standard across the board – writing, editing, designing, publishing, and distributing.

But what if you could add the skill set of someone who works in another functional area – from another department or even outside your industry? What role or person would you want to incorporate into your team?

We asked the presenters at Content Marketing World 2017 what they would do. Their answers are enlightening – and in most cases, realistic.

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By ann-gynn published August 15, 2017

24 Experts Share How to Avoid Big Mistakes in Content Marketing

big-content-marketing-mistakesBlunders, overestimations, slipups, flubs, and missteps – though we hate to admit we make them, they often turn out to be our best teachers.

As the winning college basketball coach John Wooden once said, “If you’re not making mistakes, then you’re not doing anything. I’m positive that a doer makes mistakes.”

Regardless of their future value, these teachable moments can also be problematic and painful in the moment they occur. To minimize some of the friction you’ll experience from unnecessary slipups, we enlisted the help of some “doers” who are presenting at Content Marketing World. They share some of the mistakes they’ve encountered – and offer tips on how you can avoid them in your own content marketing programs.Continue Reading

By ann-gynn published August 1, 2017

Content Marketing in 2022: Very Personal, No Silos, and Lots of Voice

content-marketing-2022-cmw-experts-talkWhere do you see yourself in five years?

Do you hate that question as much as I do? While I’m not a fan (perhaps because I’ve never had a great answer), I understand why it’s asked. The interviewer wants to know that the job candidate has considered the short-term future and wants to see how the candidate’s potential path for success fits with the company’s.Continue Reading

By ann-gynn published July 25, 2017

How Professional Services Marketers Can Stand Out in a Crowded Marketplace

professional-services-marketers-stand-out-crowded-marketplaceInformation overload. Multiple decision-makers. Service of diverse industries. Ubiquity of thought leaders and experts. Industry or governmental regulations.

Those are just some of the pervasive challenges encountered by professional services marketers. Though you may be daunted, you still must clear these hurdles to reach your audience with content that will help them and set your firm up for success. Let’s get started.

Professional services cover law, architectural, accounting, investment firms, and more. Unlike a product-focused company, these businesses offer knowledge-based services.Continue Reading

By ann-gynn published July 18, 2017

How to Define and Create Quality Content: Tips From 35+ Experts

We’re calling it: The debate over quantity vs. quality is over.

Quality wins. But what does quality content really mean? How do marketers guarantee that they are creating something that is high quality?

We asked the experts presenting at Content Marketing World 2017 how they define and achieve quality content.

I appreciate the simplicity of the response (and the intended grammatical mistake) from Doug Kessler, co-founder of Velocity: “Quality content resonates with its audience. If it doesn’t do that, it may be smart or beautiful or funny, but it ain’t quality.”Continue Reading

By ann-gynn published June 20, 2017

Higher Education: How to Raise Your Content Marketing Game

higher-education-content-marketing-gameHigher education marketers face an interesting dilemma – in many scenarios, the person who writes the check won’t ever use their services.

The buyer’s journey is replaced by the student journey, says Jonah Deaver of Vertical Measures, who has worked with 200 university programs in the past six years.Continue Reading

By ann-gynn published June 11, 2017

Nonprofit Marketing in 2017: Challenges, Strategies, and Examples

nonprofit-content-marketingNonprofits start with a critical ingredient that many B2B and B2C marketers don’t have: a mission, a reason for existing that doesn’t boil down to “sell something.”

Having a purpose provides the necessary foundation for great storytelling – a strong seed to grow an effective content marketing program.

Yet, many nonprofits lack a couple things most B2B and B2C marketers do have to make content marketing a success: staffing and budget.Continue Reading

By ann-gynn published May 30, 2017

8 Things Any Good Marketer Should Know About Email

good-marketer-know-email

Email is the most valuable tool for any content marketer – and our research proves it. 93% of B2B marketers use email to distribute content, and of those, 91% consider email to be critical.

Email can do so much to help you build better relationships with your audience, understand individuals’ behaviors, and even maximize the reach of your paid social content.Continue Reading

By ann-gynn published May 21, 2017

Search Engine Trends: Rand Fishkin Weighs in on Google and More

what-the-heck-search-engines

Advances in search engines make it seem like they can read your mind. But as a marketer, how can you read the minds of search engines – to know what they like, what they don’t, and how they’re working?

Well, you can’t read the mind of Google, but you can read seven insights from the Wizard of Moz, Rand Fishkin, which he shared in his presentation, The Absolute Most Up-to-Date Presentation on What the Heck is Going on With Search Engines, at Content Marketing World 2016.Continue Reading

By ann-gynn published April 24, 2017

Account-Based Marketing: What Content Marketers Need to Know

account-based-marketing

To market its webinar, InsightSquared went the extra mile. It bought 248 copies of the presenter’s book. The author autographed the books with an invitation to attend the webinar. Each one included a bookmark with a URL to register.

Then, the company targeted everybody who visited its website with the same domain as an invitee.Continue Reading