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 July 3, 2016

A Template to Simplify Your Editorial Reporting 


We all have the best of intentions to communicate regularly with our teams about what content is working well in editorial. Yet, too often those intentions become overwhelmed by the day-to-day activities.

A systematic approach to editorial reporting, however, can make action possible. And after all, we know that a documented content marketing strategy enables content marketing programs to be more effective. Imagine what a documented editorial reporting plan could do for your team.Continue Reading

By mlinn published June 26, 2016

7 Essential Content Marketing Lessons From Rand Fishkin’s Whiteboard Fridays


As a marketer, SEO can seem overwhelming, but you know it’s critical for your content marketing. A lot of changes are taking place in that industry, and it can be challenging to stay up to date.

Lucky for us, we have Rand Fishkin and his popular Whiteboard Friday on Moz. If you aren’t familiar with the Whiteboard Friday series, I highly suggest you check out these gems. Not only will you learn a lot, but these are a fantastic example of how consistent, exceptional content can build an audience.Continue Reading

By mlinn published June 2, 2016

10 Content Strategy Practices That Will Make You a Better Marketer in 2016

10 Content Strategy Practices

Last summer we published a popular post about three content strategy practices that will make you a better content marketer. Over the past several months, we have talked about these topics as well as several others in more depth.

Why are we so passionate about content strategy in the marketing world? As I mentioned in the original post, marketers have a lot to learn from content strategists. Our intent is not to turn you, dear marketer, into a content strategist; rather, we want to help you understand how to take what content strategists have been doing for years and apply it to your marketing. (You may want to hire a content strategist, and, if so, there are two primary types to consider.)Continue Reading

By mlinn published May 29, 2016

What Should Your Content Marketing Priorities Be in 2016?


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



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


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


“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?


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


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


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