By Andrea Serrette published October 28, 2014

How to Turn Research Into Content Marketing Strategy AND Tactics

computer - books - hand

Did you know that Darth Vader is polling higher than all potential 2016 presidential candidates?

Yes, it’s true, according to the recent Washington Post article, which recapped the results of a clever survey by Nate Silver’s respected statistical analysis firm, FiveThirtyEight.

Stepping outside of its usual political and sports predictions to bridge the gap between politics and science fiction yielded the surprising (and funny) survey result — and garnered media attention beyond the usual wonks and sports writers who closely follow Silver’s blog.Continue Reading

By Noz Urbina published October 27, 2014

How to Adjust Your Content Strategy for Adaptive Content Personalization

adaptive-content-strategy In a recent CMI post, I explored the omni-channel technique of adaptive content. As a follow-up, I wanted to dive a bit more deeply into the changes marketers and content strategists will need to make, in terms of how we think about and plan our content models and content marketing strategies to actually make them adaptive.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 Jonathon Colman published September 28, 2014

Why Content Strategists Shouldn’t Lose Sight of Actual People

smiling guy in hat, glasses-cco logoEditor’s Note: At the Content Marketing Institute, we’ve been spending a lot of time lately talking about content strategy — and what we’ve learned is that marketers on the whole have a hard time understanding the discipline, never mind integrating a content strategy approach into their current activities. For that reason, in the February 2015 issue of CCO magazine we’ll be cracking open content strategy and asking experts in the field to describe how it works on the ground.

In the meantime… One of our favorite experts on the subject is Jonathon Colman. Jonathon is not only a content strategist at Facebook, he’s also a blogger and author of the now-infamous Epic List of Content Strategy Resources — for those who want to take a deep dive into the subject.

Rather than ask questions of Jonathon from a pure marketing perspective, we wanted his fellow content strategists to get his thoughts on current issues. Our crack team of content strategists includes Laura Creekmore, Natalya Minkovsky, and Carrie Hane Dennison. Continue Reading

By Noz Urbina published September 19, 2014

Adaptive Content: The Omni-Channel Technique You Need to Implement

guy viewing water, mountains-scenicAdaptive content is a content strategy technique designed to support meaningful, personalized, interactions across all channels. The urgency of supporting personalization that considers multiple channels is apparent from stats like 94 percent of businesses saying personalization is key to success, and 48 percent of shoppers saying they’d like to use a phone to shop while in stores. But it’s more than retail and B2C. Every business model is impacted. We’re now in a multi-channel world where all consumers want tailored delivery.

As we explore adaptive content’s very significant potential, we will also define and contextualize omni-channel content strategy and examine the value proposition they hold for content marketing.Continue Reading

By Kirk Cheyfitz published September 14, 2014

The Future Is Now: 4 Rules for the Post-Advertising Age

crystal ball with eye-illustrationWith abject apologies to the young Bob Dylan, nobody in adland needs a weatherman to know which way the wind blows these days. It blows toward great content.

Seriously? We’re gonna have another debate about the future of advertising? It’s a little late for that. But there’s still time, I think, for a heart-to-heart about how, and how quickly, we get there. Continue Reading

By Anthony Gaenzle published September 9, 2014

How to Think Like a Local for Global Social Media Content Success

flag with red pin stuck in mapSo, you’ve read a few articles on growing your business by going global, and now you’re ready to reveal your content marketing to the world with a global social media content campaign? Not so fast. Let me stop you right there before you run head-first into certain disaster. Unfortunately, it’s just not that easy.

There are many things you need to take into consideration before promoting your content via social media to markets outside your own country. Rushing this process is not an option‚ but you can take steps that will get you started on the right foot. Here are a few considerations to focus on before you take your company’s social media content on a trip around the world. Continue Reading

By Ray Wang published August 13, 2014

5 Optimization Tips for Auditing Online Content

orange-tinted robotIncreased brand awareness is one of content marketing’s major goals. Copywriters often use online content as a way to attract organic traffic, gain social shares, and increase direct traffic. These activities help brands reach more qualified visitors and increase their chances of converting prospective clients into paying customers.

To determine whether your content is optimized for the above tasks, perform a content audit. A content audit lets you identify whether your content is shareable and optimized for search engines.Continue Reading

By Britt Klontz published July 30, 2014

Unify Your Content Marketing Strategy With a One-Stop Resource Center

two guys-working at whiteboardIf your brand has already dipped its toes into the content marketing waters, you know how important it is to occupy a prime thought leadership position in your business niche. With options like blog posts, videos, infographics — and a vibrant social media presence to drive customers to them all — your content marketing strategy should aim to establish your expertise, solidify your core branding, and spread the word about what you do.

The problem is, achieving those goals requires a lot of content, and it can be difficult for customers to find all the great content you’ve created if you are simply adding it to your blog and moving on. Continue Reading

By Robert Rose published July 29, 2014

Rocking The Digital Asset Management Stage of Content Marketing

bright stage lights-rock concertI’m beginning to believe that 2014 may be the pivotal point where product companies actually start evolving into media brands. The Lego Movie, which has to date earned more than $500 million worldwide, is also very likely to be the first movie produced and sponsored by a product company to win an Academy Award. Make no mistake, for content marketing, This. Is. Big.

Now, certainly the idea that consumers’ buying habits are shifting is nothing new. But, (as I discussed earlier this month), in many cases, we have yet to shift our approach to meet those new realities.Continue Reading