By Michele Linn published September 8, 2014

6 Keys to Shifting an Enterprise to a Content Marketing Mindset

open pocket watch imageHow do you think content marketing will change — and what do you need to know to approach your job more successfully?

This question was recently posed to 27 marketing leaders during a series of in-depth interviews conducted by CMI, and a few key themes emerged. For example, we found many content marketers want to improve their editorial processes and centralize their content planning efforts; others took this a step further and were looking to integrate their editorial and demand generation processes so the content they publish can drive better business results.

At the crux of all of these desires for change is a fundamental need to transform an organization’s culture — a challenging prospect for enterprises to achieve, given that silos and strong histories often hold sway. Continue Reading

By Joe Pulizzi published May 26, 2014

6 Steps to Managing Internal Change for Content Marketing

man walking tightrope-stepsTrue change happens within, not without” —Eckhart Tolle

For nearly 15 years, I’ve been involved in the industry we now refer to as content marketing. But it’s only been the past few years that this practice has started to take center stage in marketing departments across the globe. I’ve been blessed to see this firsthand in North America, in Asia Pacific, and in Europe (in fact, as I type, I’m currently sitting in Sweden).

To be honest, part of me continues to be astonished about how far we’ve come. And yet, we have still so far to go.Continue Reading

By Joe Pulizzi published May 24, 2014

Content Marketing: From the Newsroom to the Boardroom

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

In this episode, Robert and I go into detail about the leaked New York Times report that uncovers the Grey Lady’s struggles to stay relevant in digital news — it’s a must-read for all businesses. In addition, we discuss the integration of brand newsrooms, new content marketing research in Australia, and the Tea Party’s new online publication. After a rant on the FCC’s non-ruling on internet bandwidth “fast laning” and a reader question on content marketing effectiveness, we tackle this week’s #ThisOldMarketing example: “Our Food: Your Questions” from McDonalds Canada.Continue Reading

By Joe Pulizzi published May 14, 2014

Where Content Marketing Fits in Your Marketing Plan

man-writing-blackboardWhile content marketing certainly isn’t new, there continues to be a lot of confusion over what it is and what it isn’t.

To help you understand how content marketing should fit into your business’ other marketing efforts, the Content Marketing Institute team took a fresh look at the discipline — and examined how it relates to other common techniques. Continue Reading

By Doug Kessler published March 24, 2014

Employed Media: How Internal Advocates Can Share Your Content Marketing

business people with laptopThe content marketing gospel that everyone keeps under their beds has three entries under “media”:

  1. Owned media: Your website, company social media pages, and email database
    • Strengths: You control everything.
    • Weaknesses: You mainly reach known prospects (or those who are anonymous but recently acquired through the other two kinds of media).
  1. Paid media: You know: ads
    • Strengths: You can reach way out beyond your known universe.
    • Weaknesses: It costs money (bastards!).
  1. Earned media: Also known as “other people” — the ones who share your stuff
    • Strengths: It’s free, it carries the personal recommendation of the sharer, and it reaches beyond your world.
    • Weaknesses: You really do have to earn it, the hard way (by producing epic content). Continue Reading
By Carla Johnson published January 3, 2014

How to Deliver the Right Content Marketing, in a Scalable Way

[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 Carla Johnson's Type A Communications blog.]

 

red pencil-multiplication-scalable contentOne of the biggest struggles between sales and marketing stems from understanding what sales needs to turn a prospect into a customer, and what marketing has the bandwidth to produce. It’s a battle that repeats itself regardless of company size or industry focus.Continue Reading

By Manya Chylinski published June 27, 2013

A Seamless Content Marketing Process for a Highly Regulated Industry

working together to manage content marketing processThe number one challenge Patti Ernst has when it comes to creating content is time.

“The sales team is trained very well, but we don’t always have the luxury of time. The team wants it next Tuesday, and I know it takes three days in compliance and five days in design. I have to ask favors of everyone,” says Ernst, Channel Marketing Director at financial management company Invesco. “But everyone understands that we are working toward the same goal, doing great work for our clients.”Continue Reading

By Manya Chylinski published June 4, 2013

Why Your Brand Marketing Needs a Chief Marketing Technologist

chief marketing technologistBrand marketing is a discipline powered by technology. These days there is no denying that the digital world has moved in on many aspects of the technology field. Not to mention that everything digital is controlled and managed by software — from social media monitoring to analytics, to bidding for advertising, to web content. These are the tools modern brand marketers need to engage their audiences.Continue Reading

By Carla Johnson published May 22, 2013

How Your Content Strategy Thrives When Marketing and IT Work Together

content strategy-conradoEduardo Conrado has proven himself to be a nonconformist. An engineer-turned-marketer, Conrado not only oversees marketing for Motorola Solutions, but also recently added IT to his management portfolio. Throughout his 20-year career with the company, he’s underscored his ability to lead through innovation and establish new expectations for the realm of marketing.

With the recent expansion of his role at Motorola, Conrado accepted an opportunity to speak to Chief Content Officer magazine (a publication from CMI) about the reasons marketers must work comfortably across multiple departmental environments. Continue Reading

By Carla Johnson published May 1, 2013

Why Your Brand Storytelling Must Start With Human Resources

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