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 29, 2014

Tricks That Will Bring Treats to Your Content Marketing Toolkit

tools lined upEvery successful content marketer should have a trick or two that they can pull out to address their toughest business challenges. For example, for those of you who find it difficult to produce enough content to meet your marketing needs, you might want to try author Andrew Davis’ new action plan: Forego original content and leverage regularly scheduled columns on other publishing platforms. Or, if you are struggling to distinguish yourself from your competition, consider stepping up your content quality, or even producing original research, as Orbit Media’s Andy Crestodina has started to do.

Whether you are looking for some tips to help you produce more content, techniques for creating more engaging or more effective content, or tools that can help you optimize your workflow or streamline other aspects of your content marketing efforts, take heed of the advice given by some of CMIs trusted blog contributors, Online Training instructors, and Content Marketing World speakers. These content marketing leaders confessed, divulged, and opened the vault to a few tricks they’ve added to their content marketing toolkits in the last year.Continue Reading

By ann-gynn published August 22, 2014

Purpose-Driven Content Marketing: Brands That Give and Get

arms and handsPurpose-driven content marketing is a way for a business or brand to bond with a target audience based on their shared needs and interests — including interest in supporting a worthy cause. But while most organizations recognize the importance of “giving back,” they aren’t always accustomed to creating content around their efforts in a way that will both engage their audience and drive them to participate. Success in this arena is all about developing the right strategy and executing it in an authentic, organic way that brings mutual benefit to everyone involved.Continue Reading

By ann-gynn published August 8, 2014

Finding the Right Content Marketing Measurement Tools: Expert Advice

tape measure-toolsIs your content doing what it is supposed to do? When questioned about the degree of success your content marketing efforts are achieving, anecdotal answers like “Readers seem to be interested in our content” or “We are getting a lot of “likes” on our Facebook page” just won’t suffice. When you are trying to prove that your content marketing brings value to your business, you need clear evidence of what’s working, and what isn’t — and accurate measurement is really the only way you are going to get it.

But how do you know what to measure? Or how to measure it, for that matter? Heidi Cohen, president of Riverside Marketing Strategies, sums it up simply by quoting a former accounting professor of hers: “It depends,” she said. “Your content marketing metrics must relate back to your goals.”

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By ann-gynn published August 1, 2014

Content Marketing Personalization: When and How to Use It

fingers grabbing dandelion fluff-sepia imagePersonalization is the process of targeting content to individuals based on one or more of the following: who they are; where they are; when, why, and how they access content; and what device they use to access it, according to Scott P. Abel of The Content Wrangler. 

Nearly all B2B organizations (95 percent) make some attempt to segment their content based on their audience, according to CMI’s 2014 B2B Content Marketing research report. The top five ways cited include industry trends, profiles of individual decision-makers, company characteristics, stage in buying cycle, and personalized content preferences. 

Yet, personalization is difficult to do in content marketing, says Rebecca Lieb of Altimeter Group. “Content marketing tends to be both longer-form and much less automated than other types of personalized digital marketing, such as email and banner ads.”Continue Reading