Author: Jodi Harris

Jodi Harris is the Director of Editorial Content & Curation at Content Marketing Institute. As a content strategy consultant, Jodi helps businesses evaluate their content needs and resources; build infrastructure and operations; and create compelling stories to be delivered across multiple media channels and platforms. Follow Jodi on Twitter at @Joderama.

By jodimedia published August 8, 2017

The Art of the Cart: How Retail Brands Can Cash in on Content Marketing

retail-cash-in-content-marketingDo you remember where you were on July 11, 2017 – a seemingly random Tuesday in the middle of summer?

If I were to venture a guess, I would say there’s a good chance you spent at least part of your day taking advantage of retail giant Amazon’s one-day shopping extravaganza, Prime Day. According to Amazon, it was the company’s biggest sales day in its history, with tens of millions of customers making purchases in nearly every retail category imaginable. To put that in perspective, Amazon sold more items on Prime Day than it did on Black Friday and Cyber Monday – combined. That’s a lot of shopping carts to ring up!Continue Reading

By jodimedia published July 24, 2017

Trends Driving Automotive Content in 2017

trends-driving-automotive-content-2017Last year, I bought my first new car, and I couldn’t be happier with it. I love how it looks, how it drives, and how seldom I need to fill it with gas. I also love how comfortable and well entertained it keeps me – even on lengthy trips (i.e., every trip, given the traffic in Los Angeles). Oh, and I love how it even remembers how to adjust my seat to my liking.

When I drove my new car home from the dealership, I immediately knew I had found the perfect vehicle for my needs – one I would enjoy driving for years to come. Mind you, this was no small accomplishment, given that it took me nearly a half year – and a ton of content – before I was ready to make my purchase.Continue Reading

By jodimedia published July 11, 2017

Content Marketers in Sports and Showbiz: Examples and Tips to Help You Win Loyal Fans

content-marketers-sports-entertainmentQuick quiz: When was the last time you hit your local multiplex to catch a new flick, cheered as your favorite team took the field, or just vegged out on the couch binge-watching a show on Netflix or Hulu. If it takes you longer than a few seconds to come up with your answer, you just made an entertainment marketer cry.

Sports and entertainment properties can seem like an easy sell for marketers. Brands in this space can play a major role in how people define and express their personal identities, as well as impacting how we shape and experience our society, at large. And, as our collective passion for popular culture expands, we are coming to expect greater access to the athletes and entertainers we love – a trend simultaneously accelerating digital media innovation, fueling development of more live experiences, and driving more engaging storytelling on all platforms. Continue Reading

By jodimedia published July 2, 2017

How to Beat the Battle of an Ineffective Blog

beat-battle-ineffective-blogEditor’s note: You may have missed this article when CMI published it last year. We’re publishing this update since blogging continues to be among the tactics content marketers consider most critical to their success.

Despite how much work is involved, blogging often is thought of as one of the most basic points of entry into the content marketing game: It’s a versatile technique with a lot of creative possibilities, options, and approaches; yet it doesn’t require a lot of technical expertise or equipment to produce and maintain.

Blogging is also a powerful means of building an audience for your brand, and sustaining their interest over time – something every content effort should strive to achieve. Not to mention it can help fuel your other content marketing channels, since blog posts are easily adapted for use on social media or in email newsletters.Continue Reading

By jodimedia published June 27, 2017

How Technology Content Marketers Can Earn Trust [Tips and Examples]

technology-content-marketers-earn-trustIn our tech-driven culture, you might think that technology brands should have it easy when it comes to marketing their products and services.

From self-driving cars to customer-service chatbots and smart refrigerators that place grocery orders to cloud apps that enable global teams to collaborate in real time, technology is the ultimate driver of beneficial change. It pushes the boundaries of what humans can achieve while simultaneously becoming more deeply entrenched in everything we do in our daily lives. In terms of both its potential and its current value, few industries offer a more universal appeal.Continue Reading

By jodimedia published June 13, 2017

Content Marketing Is No Leisurely Feat in the Travel Industry

content-marketing-travel-industryI’ve heard there are people out there who truly believe that “getting there is half the fun.” I, on the other hand, feel that when it comes to traveling, everything that happens between my initial decision to leave my house and my lying on a beach chair with a fruity drink in my hand is just stress-inducing static and delayed gratification.

To reduce the friction I’m likely to experience at any step of my journey, I rely pretty heavily on online travel advice (from both the pros and amateurs). And, judging from the sheer number of businesses that cater to the ever-expanding online travel and tourism category, I’m certainly not alone. Continue Reading

By jodimedia published June 4, 2017

Pharmaceutical Content Marketing: How to Cure What Ails You

pharmaceutical-content-marketingDo you have trouble communicating the benefits your business provides in terms that the government will allow and that consumers can relate to? Have you experienced problems with public perception that hinder your ability to earn trust and foster greater support in the marketplace? Do you feel constrained in your ability to creatively communicate meaningful stories due to the complex and highly regulated nature of your products and processes?

If you commonly experience the symptoms described, you may be suffering from a condition called “being a pharmaceutical industry marketer.” Thankfully, content marketing can help you address and overcome these issues – and you don’t even have to talk to your primary care physician to get started.Continue Reading

By jodimedia published May 16, 2017

7 Organic Tips for Growing Your Email ROI

organic-tips-growing-email-roi

Would you turn down an opportunity to increase the value and impact of your content marketing program with just a few tweaks to your email list? How about the chance to earn rock-star-level praise from your executive team for achieving better returns on your company’s email marketing investment? When you consider just how valuable email subscribers can be to content marketing success, I’d be surprised if you haven’t already pulled out your credit card and started looking for the “sign-me-up” button to take advantage of this amazing offer right now.

Sorry … I spend way too much time watching late-night infomercials. But seriously …Continue Reading

By jodimedia published May 2, 2017

Cover All the Bases With 21 Winning Content Marketing Tactics

Content-marketing-playbook-2017-cover

You might be surprised to learn that, for me, the arrival of spring marks the return of two of my favorite traditions: watching the start of the Major League Baseball season and creating CMI’s annual Content Marketing Playbook. And, as it turns out, the two have quite a few things in common.

For example, like our national pastime here in the United States, content marketing can seem deceptively easy from an outsider’s perspective; yet, it actually requires a complex combination of strategy, skill, and savvy use of the right assets at the right time. Smart content marketers know there are incremental gains they can make with every play, calculated risks to take on the way, and, with a little luck and a lot of hard work, a tremendous potential to gain loyal fans by giving their audience an experience to remember.Continue Reading

By jodimedia published April 18, 2017

Strengthen Your SEO Strategy for 2017

strengthen-seo-strategy

One of the greatest benefits of content marketing is its ability to play matchmaker: to help eligible businesses find and engage with its most desirable consumers – i.e., those who might have an active interest in what they have to offer. And because it is such a powerful driver of awareness, search is one of the main contributing factors to how successful your content will be at attracting those qualified leads.

While it’s not always fully transparent how or when Google’s search bots will crawl and index your content – let alone exactly how its search algorithm determines its rankings –content marketers don’t have to just sit back and wait for Google to pass judgment on whether their work merits a first-page listing on the search engine results page (SERP). In fact, you can take plenty of deliberate SEO actions to boost your content’s value in the eyes of your target audience – if you have the right strategies in place.Continue Reading