By Pamela Muldoon published October 30, 2014

The Pivot: From Documentary Filmmaker to Brand Storyteller

Pivot_BARRY-01As content marketers, we are challenged with developing a great story for our brands or clients. But what truly makes a great or compelling story?

In this conversation, Todd Wheatland sat down with Barry Poltermann, President of About Face Media. Barry and his team use their background of documentary-style filmmaking to create interesting and unique visual stories for brands all over the world. Employee stories like this challenge documentary from 3M and customer stories like Stefano’s for Tesla Motors show how About Face Media brings the authentic emotion of a documentary-style film to content marketing.Continue Reading

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 Pamela Muldoon published October 9, 2014

Using Backstories as a Way to Connect with Your Audience

content-marketing-backstoryWho doesn’t love a good backstory? If you’re hearing the story, it feels like you’re getting information that no one else has. Or, if you’re telling the story, you get to make a connection that can’t be achieved in any other way.Continue Reading

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 Chuck Frey published August 12, 2014

Make Your Visual Content Stand Out With a Signature Brand Look

letters spelling visionWith the explosion of visual content in the last year, it’s getting harder than ever for brands to get noticed and persuade their target audiences to take action. One way to rise above the noise is to consistently integrate your brand into your visuals, through a consistent, well-thought-out template of color, typography, and design.

What’s driving this explosion in visual content? A growing number of bloggers and businesses are recognizing its awesome power to communicate in powerful ways that words alone cannot. At the same time, apps and tools have matured to the point where nearly anyone can create and distribute attractive-looking images and infographics tailored for a variety of social media channels.Continue Reading

By Chuck Frey published July 15, 2014

How Engineering Principles Can Revolutionize Your Content Strategy

scott abel-rahel anne bailie-authorsContent marketers spend countless hours handcrafting content that’s designed to inform and persuade customers. Scott Abel, “The Content Wrangler,” believes he has a better way: Content engineering, the application of engineering principles to the creation, management, and delivery of content.

Recently, Scott and his co-author Rahel Anne Bailie used a content engineering methodology to create a printed book, eBook, website, and a deck of cards entitled The Language of Content Strategy, all from a single source of content. These works all revolve around a set of 52 definitions for content strategy terms and serve as a common lexicon for content strategists and brand marketers. Continue Reading

By Arnie Kuenn published May 6, 2014

How to Go “All-In” with Content Marketing: 8 Experts Weigh In

hands pushing poker chipsIn recent years, content marketing has continued to be one of the most popular online marketing strategies utilized by both B2B and B2C businesses. However, despite its widespread usage, businesses large and small continue to face challenges that keep them from feeling successful with content marketing. Whether the blame gets placed on a lack of time, budget, knowledge, training, or other difficulties involved in consistently producing the type of content that promotes engagement, it seems there are certainly some obstacles that need to be cleared before companies can become more comfortable going “all-in” with content marketing. Continue Reading

By Carla Johnson published January 13, 2014

How Brand Storytelling Helps Enterprises Go “The Extra Mile”

emerson-extra mile featureEmerson’s chief marketing officer since 1999, Kathy Button Bell has overseen a massive rebranding effort that dropped the “electric” in the company’s name and brought 35 autonomous sub-brands under one overarching umbrella.

Consistently tapped as one of BtoB Magazine‘s top marketers, Button Bell has redesigned how the voice of the customer integrates with research and development, and cultivated a brand story that resonates with businesses around the world and infiltrates every niche within the company. I sat down with Button Bell to explore how she inspires change in a slow-moving organization. Continue Reading

By Katherine Kotaw published December 27, 2013

Personal Brand Marketing Tips from 3 Influential Women

[Editor's note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we've seen from the CMI Online Training and Certification program's roster of expert instructors. Today's post originally appeared on the All Business Experts blog (and was republished on the Kotaw Content Marketing blog on November 18, 2013.]


marilyn monroe brandBefore social media turned practically everyone into a public figure, few CEOs included the word persona in their everyday vocabularies, much less hired publicists and marketing strategists to help them craft a personal brand.

But now that business owners are among the 72 percent of online adults who use social media, they are branding themselves with every tweet they post, every YouTube video they produce.

If you want to turn your personal brand marketing into a powerful part of your digital marketing strategy, spend some time studying the habits of your industry leaders. And take some lessons from three women: Marilyn Monroe, Madonna, and your mom.Continue Reading

By Carla Johnson published December 26, 2013

Why Human Resources is Essential to the Brand Storytelling Equation

[Editor's note: Happy Holidays! This week, the editorial team at Content Marketing Institute wanted to share some of the best content marketing blog posts we’ve seen from the CMI Online Training and Certification program’s roster of expert instructors. Today’s post by Carla Johnson originally appeared on the CMI blog on May 1, 2013.


Recently, Joe Pulizzi wrote a post on the 12 Roles Essential to the Future of Content Marketing. In it, he listed the new roles we need to consider, not only as marketers, but also as people who drive business for our organizations. It’s a reflection of the growing responsibility we have as marketers — and the growing need for us to step up our leadership role.Continue Reading