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 June 12, 2017

5 Editorial Experiments You May Want to Try

editorial-experiments-want-to-tryBack in the early days of CMI, we used to experiment all the time. (OK … sometimes “experiment” was code for “we don’t quite know what we’re doing, but let’s try this …”) As our business matured, we focused more of our attention on what works and putting processes around those things to make them the most efficient and effective as possible.

But just because we better understand what works doesn’t mean we should stop trying new things.

So our editorial team is conducting a few experiments this summer, and we want to bring you along on that adventure. Our goal is to be transparent about what’s working – and what’s not – to ultimately help you in your content marketing efforts.Continue Reading

By mlinn published May 24, 2017

7 Ways to Stop Flailing with Your Content Marketing in 2017

stop-flailing-content-marketing

Be better.

This simple mantra always plays in the back of my head when it comes to what we publish, but it’s becoming louder and louder these days – as the noise around content marketing becomes louder as well.

I love content marketing, and I truly believe that – when it’s done well – it’s great for your customers and a fantastic way to build and grow a business.Continue Reading

By mlinn published May 5, 2017

Your Editorial Calendar is Not Your Content Marketing Strategy

editorial-calendar-not-content-marketing-strategy

More and more, I am hearing marketers talk about how they have a strategy . . . and then proceed to say they are set because they have an editorial calendar.

At the risk of sounding ranty, I’d love to yell from the rooftops: An editorial calendar is not a content marketing strategy!

An editorial calendar is NOT a #contentmarketing strategy, rants @MicheleLinn. Click To Tweet

While this conflict may seem like an issue of semantics, the confusion and meshing of these terms point to a bigger issue.Continue Reading

By mlinn published April 26, 2017

23 Quotes to Inspire Your Content Marketing and the Difference You Can Make

quotes-inspire-content-marketing

Are you feeling in a rut with your marketing? Or are you looking to be energized? I turn to these quotes – from inside and outside our industry – when I need an injection of inspiration. I share this compilation to help you think differently about your content, focus on doing less, prioritize the important, and give yourself space to create.Continue Reading

By mlinn published April 4, 2017

What Do Fast Company’s Innovative Companies Do Differently? 5 Examples for Marketers

fast-company-innovative-companies

For the past 10 years, Fast Company has published its list of the 50 most innovative companies. As Joe Pulizzi recently mentioned on the PNR podcast, all content marketers should study this list. (His favorite example from the list, which he detailed, is BuzzFeed.)

Tea in hand, I browsed the March 2017 issue. While the entire issue is worth a read, my favorite examples for content marketers are below. As you will see, many of these businesses have been built and expanded using the fundamental content marketing practices we have talked about for years (they’re great to use when you need to get support or build a business case). Other businesses are implementing ideas we marketers can learn from.Continue Reading

By mlinn published March 21, 2017

Where Should You Spend Time on Your Website? 5 Data-Driven Opportunities

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Web content and blog articles. We all need them, but what do we do with them as their numbers grow (and grow)?

It’s easy to get overwhelmed. How do you keep your content up to date? Which pages should you focus on? And what should you even do with the pages you are tracking?Continue Reading

By mlinn published March 10, 2017

How to Give Your Best Blog Posts New Life (Even When Your URLs Don’t Cooperate)

best-blog-posts-new-life

Are you looking for ways to get your content out there while saving time? If so, have you considered republishing your best-performing posts?

This past year, we experimented with republishing our best posts on CMI. Thus far, the results are impressive. The republished posts perform well in terms of traffic, social shares, and email conversions. Additionally, they save our editorial team time. Continue Reading

By mlinn published March 3, 2017

4 Google Analytics Reports Every Content Marketer Should Use

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While you can use the data from Google Analytics in infinite ways, you need to understand the four most helpful reports for your content marketing – traffic, navigation summary, traffic from organic search, and conversions.

Once you understand what this data is and how to track it, you’ll be able to mix and match insights to take advantage of opportunities with your web-based content, driving more traffic to your website and (more importantly) doing more with the traffic you have.Continue Reading

By mlinn published February 27, 2017

How to Give Meaning to Your Content

meaning-to-content-michael-jr-interview

When Michael Jr., a Content Marketing World keynote presenter, took the stage, he admitted, “This is not my audience at all.” While this may sound like an inauspicious beginning, within a few minutes, there was a palpable shift in the room as the audience truly focused its attention – and turned off devices – to hear what he had to say next.

One of the key messages from Michael Jr.’s act is a simple statement: “When you understand your ‘why,’ your ‘what’ has more purpose.” By that he means, when you understand why you’re telling a particular story or – even more elemental – why your business exists, then your story or message can be on note.Continue Reading

By mlinn published February 22, 2017

Elevate Your Marketing Career: 5 Ways to Invest in You

elevate-content-marketing-career

Editor’s note: With so many things requiring your attention, it’s tough to know how to spend your time. This update of a previously published post shares one suggestion of how you should invest your time. 

You.

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

Last year, I 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