By Ann Gynn published October 13, 2014

5 Ways Content Marketers Can Get More Value from LinkedIn

get-more-linkedin-powerIf you only view LinkedIn as the site where you keep your digital resume and virtual business card collection, you won’t see how it really can help grow your business, expand your content’s audience, and build valuable connections.

LinkedIn is the definitive professional publishing platform and one of the largest business publishers in the world, according to Todd Wheatland, Head of Content Strategy at King Content.Continue Reading

By Ann Gynn published October 7, 2014

How the Entertainment Industry Can Influence Your Content Marketing Job

content-marketingContent marketers may not have cause to shout, “Lights, camera, action,” but in a way, we do work in an entertainment industry, of sorts. As Academy Award-winner and raconteur Kevin Spacey said in his keynote presentation at Content Marketing World 2014, “We’re all struggling to meet the same goal — to make a connection with the audience.”

So do you think about your content marketing job like someone in the entertainment business thinks about producing their next show? Spacey and several Content Marketing World presenters think that perhaps you should.

Have any doubts? Just look at the recent announcement from Marriott that it is creating its own global creative and entertainment studio with the goal of becoming the largest producer of travel content. Of note is that Marriott hired a former Disney-ABC television executive and producer to lead its initiative.

While most B2B, B2C, and nonprofit brands can’t make the level of investment Marriott has, all content marketers can improve their programs by recognizing how the job of a content marketer resembles the work done at a Hollywood studio. Continue Reading

By Ann Gynn published September 26, 2014

Ideas to Spark Your B2B Content Marketing Imagination

crushing rubber band ballGeneral Electric uses the tagline “Imagination at Work” to capture the essence of its $16 billion-plus company, which is staffed by more than 305,000 workers in more than 170 countries. A richly connotative description like that requires no small amount of imagination from GE’s marketing team, which is charged with the task of translating this three-word concept into relevant stories that will engage its target audiences.

At this year’s Content Marketing World conference, GE’s Global Manager of Digital Marketing Katrina Craigwell offered a glimpse into some of the ways GE develops and tells its B2B content marketing stories — and, perhaps even more importantly, how its target audiences are helping to share them.Continue Reading

By Joe Pulizzi published September 15, 2014

Beyond Storytelling: 7 Highlights from Content Marketing World 2014

rock hall-clevelandOne of the many things we love about Content Marketing World is that we can see the needle moving each year. We are no longer focused on simply determining what content marketing is and how to create it; we’ve progressed to working on how to make it more successful and how to integrate it into our organizations (which is why it’s critical for content marketing to be an enterprise team effort instead of an individual or siloed one).Continue Reading

By Joe Pulizzi published September 13, 2014

This Week in Content Marketing: Live from Content Marketing World 2014

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

This week, Robert and I report live from Content Marketing World 2014 in Cleveland, Ohio. Joining us are three special guests, who help us announce our new CMI Podcast Network: Pamela Muldoon, who will head up this new initiative, as well as contribute a podcast; plus Todd Wheatland and Andrew Davis, two of the five content marketing rock stars who have joined the Network. This podcast will also be incorporated into the network.Continue Reading

By Jodi Harris published September 12, 2014

The Visual Content Inspiration You Need: Standout Examples

sky image with star trailsOver the last several weeks, we’ve had a chance to get recommendations on a lot of aspects of the content marketing process — from ways to find great content creators (both internally and externally), to the latest tools and techniques for executing on and measuring the impact of a content marketing strategy, to ways to infuse content with a higher purpose.

But successful content marketing doesn’t just involve writing and technology decisions. The images that go along with a story work just as hard to convey your business’s value and message. In fact, as videos, infographics, and photo-centric social networks like Instagram and Pinterest continue to gain favor, visual content is increasingly being leveraged to engage and inform an audience in uniquely compelling ways.Continue Reading

By Ann Gynn published September 5, 2014

The Content Marketing Myths We’ve Left Behind: Do You Still Believe?

one way signYou may already consider your content marketing efforts to be successful — according to CMI’s 2014 research, 32 percent of enterprise content marketers do just that. But think about how much better they could get if you take a step back to ask: What have we learned in the last year that could make our content marketing strategy even more effective?

“Constructive change builds on what has come before, rather than simply starting over again from scratch,” said Demand Media’s Casey Reader in an article that published on her company’s Chron: Small Business site. Creating (or sustaining) a culture of innovation for your content marketing program requires a strategic and proactive approach — as opposed to reactively adapting when disruptive changes have been forced upon you. In an ever-evolving industry like marketing, the truth is that if you are standing still, you might actually be falling behind without even knowing it.Continue Reading

By Ann Gynn published August 22, 2014

Purpose-Driven Content Marketing: Brands That Give and Get

arms and handsPurpose-driven content marketing is a way for a business or brand to bond with a target audience based on their shared needs and interests — including interest in supporting a worthy cause. But while most organizations recognize the importance of “giving back,” they aren’t always accustomed to creating content around their efforts in a way that will both engage their audience and drive them to participate. Success in this arena is all about developing the right strategy and executing it in an authentic, organic way that brings mutual benefit to everyone involved.Continue Reading

By Jodi Harris published August 15, 2014

Killer Content Creation: Learning from Inspiring Brands

kiss-o-meter image-kissing couple in heartBy now, you’re likely familiar with the statistics: Over 93 percent of B2B marketers use content marketing; yet, only 42 percent of them feel that they are being successful at it, according to CMI’s 2014 Benchmarks, Budgets and Trends report. It’s a troubling disparity — and one that CMI is highly motivated to help close the gap on.

However, plenty of businesses are achieving great success through their content creation efforts, and their triumphs serve as encouraging proof that storytelling can be a powerful means of engaging customers and driving them to take action. Organizations, like Red Bull, American Express, and Coca Cola certainly lead the charge, but there are plenty of others that are taking the content marketing ball and running with it in exciting directions — though perhaps more quietly than some of their higher-profile business brethren.

Until now.Continue Reading

By Ann Gynn published August 8, 2014

Finding the Right Content Marketing Measurement Tools: Expert Advice

tape measure-toolsIs your content doing what it is supposed to do? When questioned about the degree of success your content marketing efforts are achieving, anecdotal answers like “Readers seem to be interested in our content” or “We are getting a lot of “likes” on our Facebook page” just won’t suffice. When you are trying to prove that your content marketing brings value to your business, you need clear evidence of what’s working, and what isn’t — and accurate measurement is really the only way you are going to get it.

But how do you know what to measure? Or how to measure it, for that matter? Heidi Cohen, president of Riverside Marketing Strategies, sums it up simply by quoting a former accounting professor of hers: “It depends,” she said. “Your content marketing metrics must relate back to your goals.”

Continue Reading