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 September 4, 2015

Content Forecast Calls for Users, Search Engines, Customization, and More

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Content marketers need to be more like meteorologists than fortune tellers. Instead of gazing into a crystal ball to predict the future trends of content creation, we must make educated forecasts, monitoring the available data and adjusting as necessary. We won’t get it 100% right, but we’ll do a lot better than we would asking the Magic 8 Ball for help.

To help with your content creation trend forecasts, we asked the presenters at Content Marketing World to share their well-informed predictions for content marketing.Continue Reading

By ann-gynn published August 27, 2015

12+ Ways to Use Web Analytics for Better Content Marketing

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Bounce rates, referring links, time on site, page views – the availability of data about your website visitors can astound even the best content marketer. How do you know what data is important to your content marketing and how do you turn it into a treasure trove for your content marketing success?

Some of the experts presenting at Content Marketing World offer their tips on how to use Google Analytics (or any web-data measurement system) so you can make informed decisions instead of wading in analysis paralysis.Continue Reading

By ann-gynn published August 21, 2015

Content Marketing Leaders Reveal Their Helpful Hacks

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Do you remember when “hack” was slang for someone who did poor work? Today, the word has done a 180. It’s now used to reference a clever solution to a tricky problem (as the Urban Dictionary says).

If the tricky problem is content marketing, then what are the clever solutions used by the speakers at Content Marketing World? Here are 15 from those who were willing to share their hacks:Continue Reading

By ann-gynn published August 14, 2015

How to Grow Your Subscribers: 19 Experts Weigh In

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What organization doesn’t want a loyal following?

As Joe Pulizzi says, “If you build engaged audience members who devour your content, and thus, trust and like you, they will begin to change their behavior. They will stay longer as customers. Or they will buy more. Or they will close faster …”Continue Reading

By ann-gynn published August 7, 2015

More Than Personas: How to Know What Your Audience Really Wants

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Your content marketing only works when your audience responds to it. That’s a “no-duh” statement – we all know that. So beyond buyer personas, how can you really, really understand what your audience wants and how you can help them?

We asked the presenters for Content Marketing World 2015 and some friends of CMI to share how they truly focus on their audiences (besides creating personas). Almost all their answers fall into a few broad categories – connect in real life, monitor social, and dig deeper with data. Read on for some of their insightful comments to help tune into your audience with razor-like precision.Continue Reading

By ann-gynn published August 2, 2015

Changing Times: Finance Marketing Evolves With Content

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The challenges for marketers in the financial industry are similar to those being experienced in other industries: The marketplace is changing, and customers are no longer responding to one-size-fits-all approaches. But this industry has its own unique considerations: Financial marketers operate in a heavily regulated industry and their customers can no longer be categorized as being interested in only business finance or only personal finance.

In its latest white paper, the Content Marketing Institute examines the finance sector – sharing research about how these marketers use content marketing and highlighting examples, tips, and takeaways from those who are finding success.Continue Reading

By ann-gynn published July 31, 2015

17+ Content Marketing Revelations from 2015

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A lightbulb moment can set you on a new course or change the direction of your path. Whether a seemingly obvious observation or an innovative insight, it reveals something that you never realized in a particular context.

In the rapidly evolving world of content marketing, these aha moments can come from almost anyplace. We asked the presenters for Content Marketing World 2015 to share their favorite content marketing revelations from the past year. While their answers cover everything from the simple to the complex, each has the potential to turn on a switch in your mind or make you nod in agreement.Continue Reading

By ann-gynn published July 24, 2015

What Skills Are Necessary to Be a Great Content Marketer?

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Almost one-third of marketers (32%) report having a hard time finding trained content marketing professionals, according to the 2015 B2B Content Marketing Benchmarks, Budgets, and Trends – North America. That’s three times more than those who cited it as a challenge in 2014.

Not only are talented content marketing professionals hard to find, but it can be tough to know what to look for when hiring someone. The skill set can be diverse and often is not defined sufficiently by a particular organization or content marketing team, making a successful search more difficult.Continue Reading

By ann-gynn published July 17, 2015

Content Marketing Experts Reveal Which Brands are Pushing the Envelope

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A lot of brands are embracing the power of content marketing. Red Bull, Kraft, GE, Caterpillar are familiar names in the land of enterprise content marketing, but dozens of other brands are doing great work, too.

As Vertical Measures CEO Arnie Kuenn explains, “There are a lot of brands out there that have done big content things – Chipotle comes to mind. There are also less flashy, but just as successful brands that may not get a ton of news headlines, but consistently create useful, helpful content that has transformed their business.”Continue Reading

By ann-gynn published March 29, 2015

An Editor’s Rant: 7 Questions Every Writer Should Be Asking

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I don’t want you to read this. No, really, don’t waste your precious time. Sure, it’s about content marketing. And yes, it will help your content marketing efforts. But, I don’t really want you to read this.

Those words don’t actually appear on most screens, but that’s what too many writers communicate to readers when they craft boring, generic, pointless leads. They tell potential readers to look elsewhere for interesting, valuable content.Continue Reading