On a book tour for “Without Their Permission,” Alexis Ohanian (co-founder of reddit) shared how his “blueprint for aspiring entrepreneurs” relates to marketers and advertisers. His motto and mandate: “Make things people want.” Continue Reading
We’ve been saying it for years now: What’s the point of creating great content if no one knows about it? If you aren’t going to promote it, your audiences will very likely never discover it — and you will have wasted the resources you used to create it.
While there are many ways to get the word out, new tools on the market help marketers get their content out to more places on the web — places where audiences are already interacting with like-minded brands — to generate engagement that will (hopefully) result in more buyers, supporters, community members, etc.Continue Reading
How should I use content curation in my content marketing strategy?
This is a question we began hearing at Content Marketing Institute (CMI) five years ago, as content marketing started to get traction as a process within businesses. To this day, the term “content curation” continues to promote debate — even among content curation companies themselves.Continue Reading
When Oracle spent almost a billion dollars to acquire Eloqua back in December of 2012, I wondered aloud to many of my colleagues if this signaled the beginning of the “content marketing race.” Well, if that wasn’t the sounding gun, there can be no doubt that Oracle’s acquisition of Compendium is the shot heard ’round the content marketing world.
Over the last 24 hours, I’ve received no fewer than 20 emails and phone calls from friends and colleagues asking what I think about this acquisition. In a few words: Let the games begin. Continue Reading
Full mea culpa here: Content Marketing Institute has been remiss in the way that we’ve covered the evolving practice of building and executing on a content strategy.
Sure, we’ve offered up some great thinkers in the space at Content Marketing World. But, here at CMI we haven’t yet (at least, not to the extent that we should) fully embraced the advancement of content strategy, or helped preach the distinction between the skill sets needed for content marketing and those required for content strategy. In fact, we’ve been guilty of using the terms “content marketing strategy” and “content strategy” interchangeably at times (we have resolved to be more clear on this, moving forward). Continue Reading
We already know that the roles of the CMO and the CIO are evolving. We also know that the use of content and data to enhance consumer experiences is one of the primary drivers of this evolution. Big Data just might be the big idea that hastens the alignment of this purpose; but just like content, it won’t deliver it on its own. Advancing our success with data-driven content creation will only come with the evolution of a new role in the organization — something I’m calling the “Manager of Meaning.”Continue Reading
In preparation for one of CMI’s upcoming reports, I’ve had the pleasure of meeting with a number of companies that are in what’s being called the “native advertising” space. Through this experience, I’ve come to the conclusion that, while the technique can potentially create significant value, native advertising is actually neither “native” nor “advertising.” It is simply one aspect of the larger discipline we know of as branded content marketing.Continue Reading
Forrester Research recently conducted a joint study with the Business Marketing Association (BMA) that we at CMI were greatly interested in reading: B2B CMOs Must Evolve Or Move On.
Indeed, the role of the B2B CMO is undergoing fundamental change, and I, for one, wholeheartedly agree with the report’s conclusions — particularly the one that states, “those marketers who better demonstrate a direct connection between marketing activity and business results earn a more prominent seat at the leadership table.”
However, I find the “swagger” conveyed in the survey results to be somewhat mystifying. In some instances, these findings were in stark contrast with our experience at CMI (as well as with the data from other recent studies). In fact, for at least two of the enterprises expressly called out in the report, I can tell you that the “don’t worry, we got mad skillz, bro” attitude does not comport with the reality at ground level.Continue Reading
In the consulting and advisory side of our business, we’re honored to work relatively frequently with businesses both large and small. These days, because of the rapid growth of content marketing, the businesses we work with are, in many cases, actually reinventing an existing content marketing strategy. And sometimes in these instances, the business case for reinvention starts from a point of disadvantage because there is usually some level of skepticism that has been built up.
The result is a bit of a catch-22: It’s hard to throw out the existing approach, because, well… we worked so hard on it. And what’s to say that a reinvented one will actually work better? So, the business just tries to incrementally chase improvement to make the most out of what they have to work with. Continue Reading
Ever since Content Marketing Institute (CMI) began conducting content marketing research three years ago, North American B2B marketers have told us that their two biggest challenges are “producing enough content” and “producing the kind of content that engages.”
However, when we dive a bit more deeply and examine those content creation challenges within the context of what’s really going on in these enterprises, they turn out to be the symptom, not the disease itself. Continue Reading