Author: Cathy McPhillips

Cathy is the Vice President of Marketing at the Content Marketing Institute, leading marketing efforts for CMI, Content Marketing World, Intelligent Content Conference, CMI University, CCO magazine, and other CMI properties. She works hard to get you to CMI events - online and off - and gets extra excited for opportunities to meet #CMWorld community members in person! Cathy is also a board member for The Orange Effect Foundation. You can follow her on Twitter @cmcphillips.

By cathy-mcphillips published November 26, 2017

5 Steps to Improving Subscriber Data for More Personalized Emails

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When I started at the Content Marketing Institute in 2012, I sat with founder Joe Pulizzi to discuss the 2013 marketing goals. Back then – and still today – everything revolved around email subscribers and event (Content Marketing World) attendees.

Ever ambitious, Joe’s goal was always “double it.” And yes, double them we did. From email subscribers to Facebook, Twitter, LinkedIn followers, and more.

Fast-forward to fall 2015 when we were planning for 2016. We had over 150,000 subscribers. Wow! But really was it really a “wow”? At most points of subscriber entry, we purposely only asked for email addresses and maybe a first name. A long lead form could dissuade people from subscribing so we were satisfied with just having an email address. But learning more about our subscribers would allow us to truly customize messaging to them.

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By cathy-mcphillips published December 6, 2016

Practical Tips to Calm the Most Extreme Public-Speaking Jitters

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Tamsen Webster, executive producer of TEDxCambridge and public speaking strategist, says stage fright leads marketers to miss huge opportunities to differentiate themselves.

Consider that 68% of B2B marketers use in-person events and 58% use webinars and webcasts as part of their content portfolio, according to CMI’s 2017 Benchmarks, Budgets, and Trends—North America. And roughly one-third call events “critical to success” in 2017.Continue Reading

By cathy-mcphillips published September 1, 2016

How Digital Asset Management Can Make a Big Impact on Your Content Marketing

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Many companies producing great content at a consistent pace soon face a predicament — they have so much content that they:

  • Don’t know or remember everything they have
  • Can’t track down content assets efficiently
  • Struggle to collaborate with others involved in the process
  • Aren’t leveraging existing content for reuse

Enter digital asset management (DAM), one of the hottest subjects in content marketing this year. Digital asset management is all about how you manage your broad portfolio of content assets — from the way assets are annotated, cataloged, and stored to methods of retrieval and distribution. DAM technology solutions automate many aspects of the process, meaning your team can use and reuse content more efficiently, while minimizing errors and inconsistency.Continue Reading

By cathy-mcphillips published February 28, 2016

Host Your Own Twitter Chat: Time-Saving Advice, Tools, and Templates

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One of our favorite ways to interact with our community on Twitter is through our weekly #CMWorld Twitter chat. The chat started in 2013 with a 10-week experiment prior to Content Marketing World as a way to connect our speakers with potential and registered attendees. After that event, we received many requests from the #CMWorld Twitter community to continue the chats. Fast forward to today, and we have hosted almost 130 chats and have learned a lot along the way.

If you are considering starting a Twitter chat as part of your content marketing efforts or improving your existing chat, read on to get a detailed look inside our process as well as some lessons learned.Continue Reading

By cathy-mcphillips published January 8, 2016

Onward & Upward: Go Behind the Scenes of Priceline’s Social Media

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Karianne Stinson heads social media for Priceline. Her role – part strategist, part crisis manager, and part travel ambassador – requires a clear vision plus a huge dose of patience. Stinson opens up about the challenges she faces day-to-day and the long-term course she’s setting for the company.Continue Reading

By cathy-mcphillips published March 11, 2015

Jon Loomer Talks All About Facebook

Tactician_FB As the head of marketing and social at CMI, I was able to speak with Facebook über strategist Jon Loomer about how to improve social reach and why Facebook gets a bad rap for making your feed work better.Continue Reading

By cathy-mcphillips published July 11, 2014

A Simple Plan for Measuring the Marketing Effectiveness of Content

measuring-content-kpiWhat does it mean that your content marketing is “working?” In general, this means that it’s supporting your marketing and business goals.

In the seventh installment of our “Back to Basics” series, we explain how you can track your content marketing program and, more importantly, how to communicate this to your team and management.

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By cathy-mcphillips published June 20, 2014

How to Build Social Media Into Your Content Marketing Processes

Social_Content_Work_TogetherFor a time, social media and content marketing may have seemed interchangeable, but they are actually quite different. Though there can be quite a bit of overlap, the easiest way to think about their relationship is that content is needed to drive social media, while social media is most essential during two key content marketing processes:

  • Listening to your audience to understand what they care about, so you can create content that they will find engaging and relevant
  • Distributing content (from your business, as well as from others — i.e., Andrew Davis’s 4-1-1 approach) 

In short, you really can’t have one without the other.Continue Reading

By cathy-mcphillips published April 5, 2014

Inventions and Reinventions That Are Changing Content Marketing

crowd photo-adobe digital marketing summit Last week, while many members of the Content Marketing Institute team traveled Down Under for Content Marketing World Sydney, I stayed stateside to take advantage of an amazing opportunity to spend three days at Adobe’s 12th annual Digital Marketing Summit.

The star power was impressive, to say the least, as well as highly relevant to attendees — in our marketing roles and beyond: Robert Redford talked about taking risks and creating change; Seattle Seahawk Richard Sherman discussed personal branding strategies; and Modern Family‘s Eric Stonestreet brilliantly co-hosted Adobe’s “Sneaks” — a sneak preview of potential Adobe products to be rolled out in the next 12 months.Continue Reading

By cathy-mcphillips published November 28, 2013

A Step-by-Step Guide to Using Twitter Chats in Your Content Plan

#cmworld twitter chatsWhile the team at Content Marketing Institute has A LOT to be thankful for, one of the things we are especially appreciative of is our active Twitter chat community. So on this day of thanks (at least in the United States), we wanted to extend a huge thank you to all of you who have attended and participated in our #CMWorld Twitter chats, as well to those who read the Twitter streams each week.

This past summer, as the Content Marketing Institute team was in planning mode for Content Marketing World 2013, we started conducting weekly Twitter chats as a way for us to build our community and, in turn, increase our CMWorld registrations.

We are excited to see what the #CMWorld community has become, and proud that our 10-week chat “promotion window” has turned into a weekly event around which many of our attendees plan their Tuesdays. Continue Reading