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 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

website-data-driven-opportunities

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

analytics-reports-content-markters

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

By mlinn published February 8, 2017

7 Productivity Killers for Marketers and How to Fix Them

productivity-killers-marketersIf there is one thing on my mind this year, it’s how we, as marketers, are getting our work done. Not to mince words, but how we work seems broken.

I see the issues with the way I work. All. The. Time.

I want dedicated time in my schedule to create, but I get interrupted or – when I do have time – I can’t seem to focus. Here are just a few common scenarios. Continue Reading

By mlinn published January 1, 2017

Unsolicited Advice: 6 Letters Every Content Marketer Needs to Read

unsolicited-advice-content-marketers“Who’s perfect?”

“No one!”

This is a common dialogue I have with my daughters when they make mistakes — as we all do. I’m a big fan of not aiming for perfection but rather trying to be the best version of yourself.

Of course, the same is true with marketers. No one is perfect — and considering the speed at which our industry has been changing — we can all learn from each other. It’s in this spirit of making us all better that Andrew Davis shares his suggestions to marketers in each issue of Chief Content Officer magazine in his column, Unsolicited Advice. (Shameless plug: You can get a free subscription to CCO.)Continue Reading

By mlinn published December 28, 2016

6 Stolen Content Marketing Ideas from the Top Marketers of 2016

stolen-content-marketing-ideasI can’t help but be grateful for the CMI community and all of the tips I’ve learned along the way this year. While I always glean so much from our community, I want to pay a special thanks to our Content Marketer of the Year finalists. While all of these individuals offer a lot for us to learn, I’m definitely stealing these six ideas. (You can also get more stolen ideas in this post from 2015 and this one from 2013.)Continue Reading

By mlinn published November 30, 2016

Get Control of Your Content Marketing Ideas So You Can Take Action

control-content-marketing-ideas

Ideas are easy, but execution is tough.

Can you relate? Do you have lots of ideas but aren’t sure which ones to pursue? Or maybe you start working on something, but then a new idea comes along that piques your interest. You jump to that one and then struggle to bring either project to completion.

Ninety-two percent of successful B2B marketers value the craft of creativity (compared to 74% of the overall sample of B2B marketers), but how do you move from ideas to execution when you’re feeling overwhelmed and your to-do list is overflowing?Continue Reading