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 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

By ann-gynn published April 17, 2017

What to Do When Your Buyers’ Journey Isn’t Linear (Hint: It Never Is)

buyers-journey-isn't-linear

Wouldn’t it be great if your prospects actually followed your neatly designed sales funnel or smartly outlined path to purchase?

But honestly, you know they don’t (even if your content marketing strategy assumes they do).Continue Reading

By ann-gynn published March 14, 2017

Ann Handley on How to Make Your Writing ‘Ludicrously Spectacular’

how-writing-spectacular

Best-selling author Ann Handley has the secret to level-up your writing skills. She shared it at Content Marketing World. Now, I share it with you.

Many of us might think that the secret to becoming a “ludicrously spectacular” writer is magic. Or an innate talent or gift. But Ann gave us the cold reality: To be a better writer requires showing up every day and doing the work.Continue Reading

By ann-gynn published August 19, 2016

30+ Marketing Tools for Research, Engagement, Measurement, Workflow, and Visuals

marketing-tools-research-engagement-measurement-workfow-visuals

Open up your content marketing toolbox.

Is it empty? Or is it so crowded that you can’t find the tool you need?

Content Marketing World presenters are here to help. These daily practitioners of content marketing open their toolboxes to reveal what things they use to help them in:Continue Reading

By ann-gynn published August 12, 2016

80 Ideas to Improve Your Content Marketing

80-ideas-improve-content-marketing

What should you be doing with your content marketing right now?

First, spend a few minutes to glance at (or even read) this list of 80 things to do with your content marketing. (Hint: “Don’t just create content” is the unofficial first thing to do — or not to do!)Continue Reading

By ann-gynn published August 5, 2016

How Content Marketing Has Evolved in Six Years

content-marketing-evolved

In 2010, Content Marketing Institute was born, with Content Marketing World debuting to an enthusiastic audience of 600 with 65 speakers the following year. This year, 4,000 people are expected to attend and they’ll choose among more than 225 speakers.

While the event has grown significantly, the field of content marketing has evolved even more. That’s why we asked some of the CMWorld presenters to share their viewpoints on what’s changed in content marketing since 2010.Continue Reading