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 October 25, 2016

How to Find and Use Your Content Essentials: A Template and Step-by-Step Guide


I hate shopping, and I have a limited fashion sense. So when a friend offered to help me shop for wardrobe essentials that I could mix and match to suit almost any occasion, I wholeheartedly agreed. These staples have been so helpful in many ways.

Now I no longer spend time thinking about what to wear and I don’t constantly second-guess myself. Packing is not a nightmare because I don’t have to try on a bunch of things that are “meh” and “good enough.” A wardrobe of staples has saved me so much time, and I feel much more confident.

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By mlinn published October 9, 2016

From Newbies to Seasoned Marketers: How to Measure Your Content Marketing


What is one of the biggest challenges facing content marketers today? If the blog traffic and conversions at CMI are any indication, measurement and ROI are two nuts that marketers are trying to crack. But this is no surprise. Justifying marketing spend has been a struggle since the beginning of time.

But content marketers face a more specific challenge because the payoff is not immediate. In fact, it typically takes at least 18 months before you see bottom-line results. If you are in an industry with a long sales cycle, it often takes longer to tie content marketing to revenue, making short-term ROI even more elusive.Continue Reading

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.

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