By Michele Linn published November 6, 2015

Why Strong Writing Is a Skill to Prioritize in 2016 (And How to Hire Great Writers)

The lowest-ranked priority for B2B marketers is the one thing that almost every brand should do better – developing stronger writers. Our B2B roundtable shares how to do that and our LinkedIn Group shares how to hire good writers. Continue reading

By Michele Linn published October 30, 2015

One Obvious Reason Why Content Marketers Are Not Feeling Effective

Only 44% of B2B marketers are clear on what content marketing success looks like. What’s behind that statistic? More importantly, what can marketers do to define success? Experts at CMI’s B2B research roundtable to tackle the issue. Continue reading

By Michele Linn published October 23, 2015

The One Brief Statement That Will Refine Your Content Marketing

Do you know the “who” and “why” for your content and brand? Most marketers don’t. Your audience isn’t sure what they’ll get from your brand. You spin your content marketing wheels. You need a documented editorial mission statement. Continue reading

By Michele Linn published November 14, 2014

4 Content Marketing Initiatives You Need

B2C marketers will work on almost two dozen content marketing initiatives in the next year. But how do you prioritize? After listening to our CMI research roundtable, we share four initiatives any successful content marketer must do. Continue reading

By Michele Linn published November 7, 2014

A Growing Challenge for 2015: How to Find Trained Content Marketing Professionals

Do you struggle with finding trained content marketing professionals? About one-third of content marketers in CMI’s B2C research report are experiencing that same challenge this year (and that’s a big jump over last year.) Why has this staffing problem grown? Better yet, how can you find some solutions? Read on for insight from our B2C roundtable. Continue reading

By Michele Linn published October 31, 2014

How to Turn Your Customers Into Brand Fans: 3 Examples

We don’t focus enough energy on using content to turn customers into brand advocates. It’s the mecca of marketing: Your customers not only sell for you, but they communicate far more powerfully than any content your brand can create. Discover how three brands are doing it right and what you can do to start evangelism in your content marketing. Continue reading

By Michele Linn published October 24, 2014

Is Paid Advertising Worth It? B2B Content Marketers Share Their Insights

Did you know effective B2B marketers are using paid advertising more often than their less effective peers? You need to market your marketing. And while earned and owned media is quite prominent, learn more from what the experts on the B2B research roundtable have to say about why successful content marketers can’t ignore paid media. Continue reading

By Michele Linn published October 17, 2014

A Single Version of Truth: One Key to Content Marketing Measurement Success

Do you know the big question that marketers want to be able answer? It’s how can a company measure the effectiveness of its content marketing. In the second episode of our B2B research roundtable series, marketing leaders talk about challenges of measurement, and offer one key solution for you to consider. Continue reading

By Michele Linn published October 10, 2014

How to Build a Better Content Marketing Strategy

While following a documented content marketing strategy closely can help keep it focused on your organization’s goals, you will often need to account for new insights and information you receive as time goes on. Here, we share some guidelines for determining which elements to keep consistent and which to update from time to time. Continue reading

By Michele Linn published November 26, 2013

The Dos and Don’ts of Outsourcing Content Creation

While outsourcing content creation can be an effective way for busy marketers to get everything done, it’s not always a slam dunk — nor does it make sense in all situations. Consider these dos and don’ts when you make decisions on outsourcing for your organization’s content needs. Continue reading