If you're going to create valuable content for your target audience, you'll need a hook to show why it's unique. Take a look at this example of a content marketing hook that helped an obscure brand soar above its competition.

CMI's webinar, "Brandscaping and the New Content Marketers," generated a lot of great questions from attendees. Here are 11 of the questions and the answers we didn't get to during the webinar.

In 2010, GEICO spent $745 million on advertising. You know -- the talking gecko ads? What if GEICO spent more on supporting content creation than on buying ads? Think about who you could partner with for content creation.

Last year, Converse opened a state-of-the-art recording studio in Brooklyn, N.Y. Find out how that studio represents a powerful content marketing strategy at the intersection of 2 brands.

Great content lies at the intersection of your company’s core values and the passions of your audience. Watch the short film, "Caine's Arcade," and then think about ways your content marketing could ignite a movement.

On a recent trip to Pittsburgh, PA., one of our clients introduced us to two intriguing retail experiments on using content creation to drive business at retail locations: The Waffle Shop and the Conflict Kitchen. What’s interesting about both of these experiments is that they leverage a content-centric approach as the centerpiece of their businesses — it’s not a marketing project or a blog; in fact, the content is one of their products. Continue reading

In my first post at Content Marketing Institute, I spent a couple minutes introducing you to two tools that are designed to help you better understand your web-browsing audience. Today, I’ll help you identify where they are hanging out online.Continue reading

Finding the right tone and voice for your audience isn’t always easy. Sometimes, finding an analogy, a case study or even a local reference that will engage your audience can mean the difference between an effective piece of content and just another article. That’s where a deep understanding of your audience can really help.Continue reading