By Andrew Davis published August 13, 2018

Discover the Real Value of the E Word (and How to Embrace It)


You keep using that word. I do not think it means what you think it means.Inigo Montoya, The Princess Bride

For marketers, “that” word is engagement. And we use it a lot.

We use it in strategy meetings, tweets, videos, and blog posts. We’ve selected “creating more engaging content” as one of our top priorities in Content Marketing Institute annual surveys. We’ve listed “engagement” as one of our most important content marketing goals in the very same survey. At a recent content marketing event, one speaker used the E word 335,000 times in a 45-minute breakout session. (OK, I didn’t keep count but she used the word A LOT.)

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By Carla Johnson published August 10, 2018

How Content Marketing Became Brand’s Trusted, Unified Source


Editor’s note: Glenn LaFollette is a finalist for 2018 Content Marketer of the Year. We’ll share insights from CMY finalists in the blog before the winner is announced at Content Marketing World this September.

“Nobody just buys the art … They want the stories behind the art.”

This callout from the second issue of JLL’s Ambitions magazine comes from an interview with Adam Voss, who the magazine calls “the Anthony Bourdain of brand storytelling.” The quote comes as Adam describes his award-winning online documentary series 12 for 12.

Swap the word “art” for “commercial real estate services,” and you get a good summation of the philosophy underpinning the content marketing efforts at JLL.

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By Clare McDermott published August 9, 2018

Are You Really Smart About How AI Works in Marketing?

By Jodi Harris published August 8, 2018

Why You May Want to Rethink Data, Privacy, and Content

By Ann Gynn published August 7, 2018

What’s Your Answer? 25 Questions from Content Marketing Experts

By Aaron Orendorff published August 6, 2018

50 of the Best Social Media Tools Selected by Top Marketers

By Carla Johnson published August 3, 2018

Aon Shares Why Its Content Scorecard Is a Must

By Bethany Johnson published August 2, 2018

How to Unite Brand Storytelling and Marketing Tech

By Michele Linn published August 1, 2018

How to Plan a Year’s Worth of Content With One Original Research Survey

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