5 Critical Content Marketing Tactics to Consider Now

Change has been on my mind a lot recently.

Often times good, but almost always painful, CMI is going through some positive change right now.  We’ve had the privilege of working with Jay Baer (part of our content marketing consulting group) and his team to help shore up our overall strategy.  Normally, this type of audit is what we help larger organizations with, but we (the CMI staff) all agreed it was important to get an outside perspective on something so critical to our business.

As part of the audit and setting new goals, we are focusing a number of key areas where we want to improve.  Here are five key content marketing tactics that are really standing out for us, and possibly for you as well.Continue Reading

Mitch Joel on Blogging, the Art of Podcasting and the Next Big Thing [Interview]

An interview with Mitch Joel—a founding father of blogging and president of Twist Image—about the art of the podcast and what ‘screen’ marketers should keep their eyes on.

Joe Pulizzi: You’re an incredibly prolific blogger for Twist Image. Do you single-handedly write it all?

Mitch Joel: It is 100 percent human me. No one touches it but me.

J: What made you begin blogging and how do you keep up with the pace?

M: My background is in music magazine publishing. Prior to that, I was a music writer. I loved writing about things that were of interest to me. Back in 2002, I was wondering how Twist Image could get its message out there. At that point blogging was just coming into popularity and I thought, “This is unbelievable. I don’t need an editor. I don’t need permission. I don’t need a printer. I can just put my thoughts down and share them.”Continue Reading

5 Great Starting Points for a Content Recycling Program

At some point during your marketing meeting, content strategy process, or web redesign process, someone will recommend you create some great content to support your goals.

That’s when things typically come to a fast and uncomfortable stop. Content? Who has time to write all the content? With your accelerated schedule, even a team of dedicated professional web writers may not have enough time to create all the content you need.

Continue Reading

Kotex Uses Stand-Up Comedy in New Content Campaign

Kotex, the feminine care brand of Kimberly-Clark Corp., has implemented an extensive content marketing strategy to get young women to “Stand Up for What’s Real,” encouraging its community to not only engage on the company’s website, but to voice opinions in social forums orchestrated on FacebookTwitterTumblr, PinterestGoogle+ and YouTube.Continue Reading

A Content Strategy For Your Career

Yes, you need it no matter how secure you think your job is.

A career content strategy offers a way to strengthen your position and personal brand

Have you ever been fired or laid off? Do you aspire to a role that still seems a distance away? A career content strategy offers a way to strengthen your position and personal brand. Using content marketing as a personal branding strategy, you can meet influential people in your field, prove your intellectual mettle to colleagues and develop yourself as a key player in a particular niche.Continue Reading

How to Create Compelling Content Using Fear and Desire

One of the core principles of content marketing is that it must offer useful information, rather than being a sales pitch. But even though it cannot sell directly, your content must persuade. It must persuade the user to take specific action.

That action does not just have to be transactional, such as clicking on “Add to shopping cart.” It could be anything that continues the user’s relationship with your organization — such as signing up for a blog or newsletter, downloading a white paper, or following you on Twitter.

Continue Reading

How a Portfolio Approach Can Help You Develop Better B2B Content

Companies that target business buyers rely heavily on the white papers, articles, books, and other documents they publish to position their products or services as effective solutions to those critical business problems their customers face.

But in creating this content, B2B companies often face a common, two-fold dilemma: first, determining which topics they should focus their content development efforts on given limited marketing resources, and second, how to stage those topics over time to keep the content pump primed.

Continue Reading

15 Reasons Why Marketers Don’t Use Content Marketing

Had some fun today going through my archived blog posts and this one stuck out.  I decided to unearth and dust it off a bit. I also added a few additional reasons compliments of the community.

  1. It’s hard. It’s more difficult to consistently create valuable and relevant content for your customers than place media. It’s easier to just place an ad.  Listening, creating, co-creating, commenting, and actually having real customer conversations is harder.  Higher payoff (and a content asset), but harder none-the-less.
  2. Your company is set up to sell products or services, not to provide relevant and valuable information to customers and prospects. It takes a real mindset change to start thinking about your customers’ informational needs as part of your marketing strategy.
  3. Thinking like a journalist doesn’t come naturally. Most marketers don’t know how to connect the company’s knowledge/experience/expertise with the hopes, fears, desires and objectives of their target market (from Jonathan Kranz).
  4. You have well-worn marketing paths that are easy to follow. Going off the beaten path into uncharted territory is intimidating.
  5. You have strong relationships with media partners that may go back decades.  It’s not easy to break those relationships by pursuing a
    brand-new content marketing strategy.
  6. The reduced effectiveness of traditional marketing may have occurred so slowly that no alarm bells have gone off within your
    . You also may think things will come back at some point…and there are folks in your marketing department that actually think that social media is just a fad.
  7. You think you’re doing it already. A number of B2B marketers point to their random collection of poorly done white papers, their mediocre newsletter, and their occasional articles or reports or corporate blog posts and call it thought leadership. They think they’re already doing a decent job even though there is little strategy, consistency, quality or results (from Rob Leavitt).
  8. Many companies (possibly yours) aren’t measuring their marketing, so you may not even be sure what is and what is not effective. Hard to make any changes when you don’t know.
  9. You lack both the right people and the right processes to implement a new kind of marketing.
  10. You are reluctant to abandon traditional marketing tactics for what your superiors may believe to be unproven content marketing or
    new media practices
  11. You lack content marketing role models from whom they can learn best practices.
  12. You place very little value in marketing versus other aspects of the organization (operations, product development). Little
    do you know, that every part of the organization is affected by (or actually is) marketing.
  13. Even though I’d hate to think this one is true, I’ve seen it first hand…You have some real idiots closed-minded employees running marketing for your company that don’t have a clue about the needs of your customers or what to do about it. Before you can even look at content marketing, you have to ditch them.
  14. You don’t know where to start.  It’s just not as easy as writing (or have someone write) a few articles and slap them up on your website. A plan is required. A strategy/strategies to have content marketing address real business objectives. Pre-determined metrics to measure the effectiveness of the efforts. A crystal-clear view of your end customer, what makes her tick, and what her higher-order needs are (that can be delivered by your brand). This is why, according to our recent content marketing research, that the majority of companies outsource their content marketing in some way (from Keith Weigold).
  15. We think ROI BEFORE we build the business case. CMI lead strategist Robert Rose makes this case in Managing Content Marketing. Before defining what we want to see in results, we need to first understand the need, define how big the need really is, organize the business model, understand what your differentiating value really is to your customers, and define the risks involved.  For example, what are the risks if we move forward?  What are the risks if we don’t (do we open an opportunity for someone else)?
What’s the biggest reason you see?  Let’s add a few more to the list.

A Four-Point Plan to Boost Your Website’s Authority

Building the authority of your website is not only important for building a strong brand, but also as a part of building trust with search engines that may just hold the future of your business in their hands. Understanding how to build authority requires a broad knowledge of internet marketing. In the infographic below, I discuss ways to build authority, and in the text I provide a few suggestions to help you get started, or to ramp up your current efforts.

Continue Reading

How to Incorporate Influencers into Content Marketing

Chances are if you are reading the CMI blog, you are already executing against one or more content marketing strategies or at least thinking about doing so. But have you integrated influencer marketing into your content program?

First, what is influencer marketing?

Influencer marketing is nothing new. For years, companies have been engaging with the people and groups that their target audience looks to for information. Back in the day, companies practiced traditional PR and built relationships with a few key reporters in their space. But with the shift toward online interaction, a new generation of influencers has come upon us.

Continue Reading