By Pamela Muldoon published October 23, 2014

The Pivot: From Banking Journalism to Content Marketing


Ann Handley and content marketing go together like peanut butter and jelly: You really can’t have one without the other.

As Chief Content Officer for MarketingProfs, a best-selling author of Content Rules (co-written with C.C. Chapman) and the recently published Everybody Writes, as well as a seasoned marketing speaker, Ann has proven to be one of the best in content marketing today.

In this conversation that took place during Content Marketing World 2014, Todd Wheatland sat down with Ann to get to know a bit more about the woman behind the online persona.  Entrepreneur, writer, marketer, mom, and dog lover, Ann gives us not only a glimpse into her working routine, but also shares a bit of her vulnerable side.

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By Joe Pulizzi published October 23, 2014

4 Ways to Break the Insanity of Content Marketing Competition


There has been no shortage of posts and articles regarding the onslaught of content in all areas of marketing. Yes, everyone’s a publisher … we are all competing for attention with the Googles and LinkedIns of the world. But what’s on my mind is this: Are we, as content marketers, creative enough with our stories and our distribution options? Do we do the same things our competitors are doing? Are we just trying to tell the same story incrementally better? Shouldn’t we look to carve out something new?Continue Reading

By Jeff Freund published October 22, 2014

Go Agile: Adapt 12 Principles to Content Marketing

rubik-cubeLet’s start with some introductions. Content Marketing, meet Software Development, whose job is to continually deliver high-quality, functional software. And Software Development, meet Content Marketing, whose job is to continually deliver high-quality content that has an impact. You have some big things in common.

One of the most helpful shared topics is how to run “The Factory.” For content marketers, it’s the Content Factory, and for developers, it is the Product Factory.

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By Anthony Gaenzle published October 21, 2014

How to Create Cross-Functional Team Synergy for Content Marketing


Recently, I wrote an article about the importance of building relationships for content marketing success. In that article, I focused mainly on relationships outside of your company, but the same logic applies to team members across different departments within your own offices. Collaborating effectively across departments is a critical component of any company’s content marketing strategy. If you don’t have a cohesive effort that crosses departmental boundaries, you risk running into a number of problems.

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By Kristen Lunman published October 20, 2014

5 Videos Your Business Can’t Live Without

15077249048_0f87f74080_oVideo consumed 66 percent of consumer internet traffic in 2013 and it is expected to be 79 percent of traffic by 2018, according to the Cisco Visual Network Indexing Network. How often do your videos show up in that traffic? Here are five powerful types of videos that should be on your company’s radar.

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By Brad Young published October 19, 2014

How Merrill Lynch Uses Content Mapping to Reach Affluent Americans


Visualize your brand’s ideal customer – not the numbers but the real person. Now think of how she interacts with your product. Where does it meet her in the real world? What needs does it answer? Does it make her smile or make her smarter?

You want to know enough about the people in your target market to clearly answer these kinds of questions about your relationship with them, and for content marketers, to create successful content mapping.

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By Joe Pulizzi published October 18, 2014

This Week in Content Marketing: PR Pushes and Pulls to Define Its Role

pnr logo PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this episode, Robert and I weigh in on Story Worldwide’s recent acquisition by Next Fifteen, and question whether Omnicom’s recommendation on shifting a big percentage of TV ad budgets to online video is a smart one. We also reflect on the meteoric growth of branded content at Huffington Post, and take issue with one PR practitioner’s rant about the death of traditional journalism. Our own rants cover the controversy surrounding an article on the role of journalists in brand journalism’s evolution, and a video from author Harlan Ellison on “getting paid.” Our #This Old Marketing example of the week explores a clever way space travel was marketed to the public.Continue Reading

By Michele Linn published October 17, 2014

A Single Version of Truth: One Key to Content Marketing Measurement Success


Content marketing measurement is something that has received a lot of attention lately, and it’s not hard to understand why. According to our new research, B2B Content Marketing 2015: Benchmarks, Budgets and Trends – North America:

  • Forty-nine percent of B2B marketers struggle with measuring content marketing effectiveness (up from 33 percent last year).
  • Only 21 percent of B2B marketers are having success tracking ROI.

In fact, when we had our Executive Forum in the spring, finding the best way to measure was the “big idea” most of the marketing leaders wanted to solve.

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By Pamela Muldoon published October 16, 2014

The Pivot: Crime and Public Relations—a Content Marketer’s Story

Pivot_JoeC-01More than likely, you know the name Joe Chernov as the VP of Content Marketing for Eloqua. Or perhaps he’s familiar to you as the inaugural CMI Content Marketer of the Year in 2012. Joe’s current position is that of VP of Content Marketing at HubSpot, a role he has held since December 2013.

In this recorded conversation that took place shortly before he assumed this role, Todd Wheatland sat down with Joe Chernov to get to know the man behind the titles and awards. Todd wanted to know Joe’s backstory — the real story behind his success.Continue Reading

By Allen Graves published October 16, 2014

Content Marketing Strategy 101: Make it a Game


For your content marketing projects to get off the ground, you need to assemble the right team members, teach them the right way to do it, and get them motivated for action. It can be daunting to get buy-in from executive staff and team members who may not be well versed in content marketing. Don’t call everyone into a conference room and force a PowerPoint presentation on content marketing strategy down their throats.

Instead, gamify it.Continue Reading