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Stories By Michele Linn


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.

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.
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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.

Content Reuse: Behind the Scenes With CMI

CMI left the unintelligent ways of collecting information for an intelligent content process that allows us to repurpose content easily and efficiently. We share what wasn’t working and what we do now that’s working a lot better.

Metadata 101 for Content Marketers: Your Questions Answered

Having a tough time keeping massive amounts of content organized? Metadata can help. Check out these insights from content strategist Rachel Lovinger.

How to Get the Right Content to the Right People at the Right Time: A Look at This American Life

What can content strategists learn from the popular radio show This American Life? Plenty!

3 Worlds Unite: Content Marketing, Content Strategy, and Intelligent Content

At the Content Marketing Institute, we talk a lot about content marketing, content strategy, and intelligent content, and why marketers need to understand each. Short answer? Content marketing only goes so far. Longer answer? Read on.

3 Content Strategy Practices That Will Make You a Better Content Marketer

Marketers must create and promote content that educates. But, if we truly put customers at the center of our marketing, we need to apply the kind of strategic thinking that can transform our content into well-managed business assets.

The One Content Marketing Question You Need to Ask (That May Scare You)

“The latest issue of CCO didn’t arrive. Can you verify that I am still on your list?” While this comment may seem problematic, it’s not. Wonder why? Because it answers the one question all content marketers should be asking themselves.

Content Reuse: A Super-Simple Way to Get Started

Michele Linn, VP of Content at the Content Marketing Institute, applies a core concept of intelligent content – reuse – to content marketing. Find out how she and her team did it.

Stop the Checklist Mentality: Why You May Not Need a New Video, Podcast or Infographic

I have read too many blog posts that tell brands that they should jump into video, audio, and infographics. Just because you can doesn't mean you should. Learn when each format works best (with examples) and when to take it off the list.

Put Users at the Center of Your Content Strategy: A Look at This American Life

What can content strategists learn from the popular radio show This American Life? Plenty!