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 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

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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

By jodimedia published April 2, 2017

Editorial Calendar Tools and Templates

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Editor’s note: Earlier versions of this post ran in 2016 and 2014. We’re publishing this update because editorial calendars continue to be a cornerstone of content marketing planning.

For anyone looking to score a quick win with content marketing, I’d like to get one thing straight: Content marketing is not really a turnkey, one-strategy-fits-all technique.Continue Reading

By jodimedia published March 28, 2017

Avoid Content Obscurity With 5 Traffic-Boosting SEO Steps

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If you are creating stellar content, distributing it across the most appropriate channels on a consistent basis, and still aren’t getting the traffic results you expect, it’s probably time that you faced a harsh reality: If your content isn’t appearing on the first results page for relevant search queries, your target audience may never know it exists.

Fortunately, just because audiences haven’t been discovering your content on their own doesn’t mean you need to scrap everything and go back to the drawing board. Chances are the content you’ve created still holds plenty of value — and with a few simple steps, you can save it from obscurity.Continue Reading

By jodimedia published March 12, 2017

How to Build a Smart Yet Simple Social Media Marketing Plan [Template]

social-media-marketing-plan

One of the core tasks involved in documenting your content marketing strategy is to develop your social media marketing plan, also known as your channel plan. This plan details where you will distribute your content and what you can expect to achieve by doing so.

Many brands mistakenly assume that they need to post their content anywhere and everywhere. But plastering your brand’s content across every social network, trendy news site, and video platform that comes along is not a channel plan — it’s more like a channel pipe bomb: It might spray content shrapnel as far as possible, but it has no regard for whom it strikes, how they might be impacted, or how that impact might reflect on the business. Continue Reading

By jodimedia published February 19, 2017

Simple Tips for Sleuthing Your Site Performance Using Google Analytics

Applied analytics 2017 cover

Editor’s note: Google Analytics is one of the most critical evaluation tools to aid your web-based content. This back-by-popular-demand post has been updated to continue detailing how to measure up for maximum effect.

How do you measure up when it comes to measuring the impact and value of the content you are publishing?

Fortunately, for most questions you may have about your content’s performance, there’s a way to find the answer – and very often, that answer can be found through Google Analytics.Continue Reading

By jodimedia published February 14, 2017

8 Content Marketing Lessons to Live By (and Win Awards)

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We all appreciate when our content marketing efforts earn kudos from our audiences. But for marketing agencies, recognition from the public and their peers is their bread and butter – winning an award can mean a higher profile for the portfolio of work, greater awareness and interest among potential clients, and maybe an increased chance of winning more business.

Dozens of agencies submitted entries to the 2016 Content Marketing Awards, resulting in 10 nominees for Agency of the Year and two winners – C3 Creative Code & Content GmbH in the large agency category, and Velocity in the small/medium-sized agency category. Multiple other agencies won awards in individual categories.Continue Reading