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 Michele Linn published August 19, 2014

Marketing Research: How Enterprises Structure, Scale, and Spend on Content

content marketing research cover-enterprisesWhile the vast majority of organizations seem to be adopting content marketing in some shape or form, there are several questions that continue to confound them:

  • How should we operationalize around this discipline?
  • How are marketing leaders in our industry scaling this discipline?
  • How much are those leaders spending — and on what, specifically?

These are especially complex challenges for large, enterprise organizations to have to face.Continue Reading

By Michele Linn published July 4, 2014

Build a Successful Editorial Plan: Essential Skills Your Team Needs

Content_TeamWhile it takes a wide variety of skills to achieve content marketing success, there is one essential role that any company looking to get started in content marketing will need to fill: the managing editor.

Traditional marketing and social media skills are certainly helpful for organizations that are looking to transform their marketing machine from campaign-based to content-focused. But teams also need someone who can create, manage, and measure the components of an editorial plan — a set of skills that can vastly differ from what trained brand marketers intuitively possess.

This sixth installment of our “Back to Basics” series delves into the skills needed to build, implement, and execute your editorial plan.Continue Reading

By Joe Bachana published June 29, 2014

How the Right Tech Can Improve Your Content Marketing Workflow

workflow images-cloud-computer-magnifying glassIf your company produces content at scale, you already know this well: Successful content marketing depends on effective collaboration during the editorial workflow process. And like it or not, content creators and editors want to work in the tools built specifically for their jobs. Writers use Microsoft Word, designers lean towards the Adobe Creative Suite, video producers use Adobe Premiere, Avid, or Final Cut, and so on. No matter what any tech vendor tells you, your team isn’t going to write or edit online in a rich text editor (RTE). Sure they’ll copy/paste into the RTE, but the work will get done in Word (or any number of composite content applications available in the marketplace).Continue Reading

By Cathy McPhillips published June 20, 2014

How to Build Social Media Into Your Content Marketing Processes

Social_Content_Work_TogetherFor a time, social media and content marketing may have seemed interchangeable, but they are actually quite different. Though there can be quite a bit of overlap, the easiest way to think about their relationship is that content is needed to drive social media, while social media is most essential during two key content marketing processes:

  • Listening to your audience to understand what they care about, so you can create content that they will find engaging and relevant
  • Distributing content (from your business, as well as from others — i.e., Andrew Davis’s 4-1-1 approach) 

In short, you really can’t have one without the other.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 Robert Rose published March 19, 2014

How Content Marketing Success is Blocked by Antiquated Beliefs

book cover-business of beliefAs content marketing becomes an increasingly important means of propelling our businesses forward, I’m finding that many marketers are still struggling with the operational issues associated with the discipline. In almost every meeting I attend these days, I’ve come to find that a few antiquated ideas about content are still ringing true:

  1. Content marketing is still considered to be separate from “real marketing.”
  2. Marketing and measurement are still solely thought of as ways to increase transactions, rather than as mechanisms for creating deeper relationships with consumers.
  3. Businesses still view content as an attribute of marketing, rather than as a distinct discipline that offers value in and of itself. Continue Reading