Author: Michele Linn

Michele is the Vice President of Content at the Content Marketing Institute. She is one of those people who truly loves what she does and who she works with. You can follow her on Twitter at @michelelinn.

By mlinn published May 29, 2016

What Should Your Content Marketing Priorities Be in 2016?

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A few months ago, I was cleaning the basement with my kids. The goal was to put the toys away so it could be vacuumed, dusted, etc.

I looked over, and my 8-year-old was erasing the whiteboard and chalkboard. When I asked her to help clean up, she explained that she was cleaning. The whiteboard obviously needed to be erased.Continue Reading

By mlinn published April 24, 2016

Elevate Your Marketing Career: 5 Ways to Invest in You

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You.

That’s the topic of my post today. You.

I recently participated in a panel for the Detroit Content Strategy Meetup, and one of the questions posed by our moderator, Chris Moritz, was this:Continue Reading

By mlinn published March 27, 2016

How to Make the Leap from Product Marketing to Content Marketing

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I recently had the pleasure of being a guest on Bruce McDuffee’s podcast, Manufacturing Marketing Matters. At the end, he posed this challenge question from a listener:Continue Reading

By mlinn published March 1, 2016

3 Ways to Use Transparency in Content to Cut Through the Noise

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“It’s getting very, very difficult for product companies and services companies to differentiate … Content allows you to do that. That is the biggest opportunity.”

I often think about this view that Robert Rose shared in the documentary, The Story of Content: Rise of the New Marketing.Continue Reading

By mlinn published February 12, 2016

Your Brand Needs a Point of View, But Do You?

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My 8-year-old daughter recently questioned her 4-year-old sister: “What’s your POV?”

Not surprisingly, my 4-year-old just looked at her, dumbfounded. She has no idea that POV means point of view or why a young child (or anyone) would need this.

Continue Reading

By mlinn published January 21, 2016

Focus Your Marketing: Define Your 3(ish) Critical Words

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Kind. True. Necessary.

Those are the three words my good friend uses to help her kids understand whether they are making good choices with what they say.

“Is it kind? Is it true? Is it necessary,” she asks when they may have said something that is rude or unintentionally hurtful.Continue Reading

By mlinn published January 1, 2016

Become a More Effective Marketer in 2016: 5 Questions to Answer

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Our annual content marketing research literally has thousands of data points our research team digs through each year. While the quantitative data is interesting, we get most excited about pondering ways to turn the findings into actionable ideas to help you improve your content marketing.

One of the key areas we focus on is effectiveness: What percentage of survey respondents say their organizations are effective at content marketing, and how has this changed since last year? And, more importantly, what can you do to become more effective at content marketing?Continue Reading

By mlinn published December 28, 2015

7 Stolen Content Marketing Ideas You Can Use Today

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In 2013, Joe Pulizzi published a popular post called 8 Remarkable (and Stolen) Content Marketing Ideas. In it, he shared his favorite ideas from others in the content marketing space.

While those original “stolen” ideas are definitely worth revisiting, here are seven more from 2015 that came from blog posts and Content Marketing World speakers. Each of these things has changed my thinking, directly attributed to better content, or is expected to be implemented in 2016. (Not only am I stealing people’s ideas, but I’m also stealing Joe’s post format.)Continue Reading

By mlinn published December 4, 2015

3 (Easy) Ways to Truly Surprise Your Audience

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Year after year, one of the top findings – and challenges – identified in our annual content marketing research is that marketers want to create content that is more engaging. It’s a top priority for any marketer no matter how effective or how big the company.

One way to engage: Surprise your audience.

In the latest – and last – installment in the B2C research roundtable, our panelists share ideas on how you – and your content – can be more engaging and unexpected. Thanks to our participants:Continue Reading

By mlinn published November 27, 2015

A 4-Step Approach to Create Content That Hits the Mark

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At CMI, we’re in the thick of planning, and there is one theme that surfaces repeatedly: We need to double down on what is working well – and stop doing what isn’t.

There is no simple way to figure out what is effective. However, the first step is to start thinking about effectiveness when you start creating the content. Read on to get some tips from the community at large as well as our panel of B2C research roundtable participants:Continue Reading