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Stories By Michele Linn

Why Fewer People Are Using Content Marketing — and Why It's Good News

In CMI's latest research, the number of people who described their marketing efforts as content marketing actually declined — from 93 to 86 percent. At first glance, that stat was a bit startling, but it may actually be an encouraging sign. Find out why it's a good thing that fewer B2B marketers say they use content marketing.

6 Keys to Shifting an Enterprise to a Content Marketing Mindset

In Part 2 of our CMI Executive Research series, we explored the best ways for businesses to shift to a content marketing mindset. Given how closely this is tied to transforming the culture of an organization as a whole, it's not something that happens easily or quickly — especially in large organizations. Get 6 key insights for enterprises.

Marketing Research: How Enterprises Structure, Scale, and Spend on Content

While the vast majority of organizations seem to be adopting content marketing in some shape or form, there are still complex challenges for large enterprise organizations to face. In CMI's research on the subject, we learned that no one formula for success exists, but many trends became apparent. Learn more about how enterprises structure, scale and spend on content.

Effective Content Marketing: 5 Steps to Track Your Efforts

In this eighth and final installment of Content Marketing Institute's "Back to Basics" series, we'll walk you through one process you can use to understand how well your content efforts are working and continually refine your content marketing program for greater success. Use these 5 steps to track your efforts toward effective content marketing.

Build a Successful Editorial Plan: Essential Skills Your Team Needs

While it takes a wide variety of skills to achieve content marketing success, there is one essential role that any company looking to get started in content marketing will need to fill: the managing editor. This sixth installment of our "Back to Basics" series delves into the skills needed to build, implement, and execute your editorial plan.

Basics SEO for Content Marketing

In this fifth installment of our Back to Basics content marketing series, we tackle the basics of SEO — the core principles and key considerations you should be aware of in order to produce the most successful content marketing possible. Get the essentials on SEO.

A Guide to Creating Content in the Formats Your Audience Loves

In the first two "Back to Basics" series posts, we tackled the essential elements of content marketing and how to build your content marketing strategy. This week, you can dive into the next step: creating content. Learn how to select the most effective formats and topics to foster your content marketing success.

The Complete Guide to Influencer Marketing: Strategies, Templates & Tools

Building a high-quality influencer program in the digital era — where just about anyone can claim to be a "guru" on a given topic — is no small feat. Get our complete guide to influencer marketing, which includes strategies, templates and tools to help boost your success.

Developing Your Content Marketing Strategy: What You Need to Know

Last week, in our first "Back to Basics" post, we discussed goals and mission statements as two essential elements for getting started with content marketing. This week, find out what you need to know to develop your content marketing strategy. A documented strategy will give your efforts the best possible chance for success.

A Quick Exercise to Find Big Ideas for Your Content Marketing Strategy

The CMI team took time recently to brainstorm some outside-the-box ideas for strengthening content marketing strategy and business overall with a concept called the "10 Percent." Try this quick exercise to help generate big ideas for your strategy and your overall business -- whether it's large or small.

2 Essential Elements for Getting Started With Content Marketing

This week CMI is kicking off a series of "Back to Basics" posts that outlines the fundamental skills and information you'll need to achieve success with content marketing. We begin today by sharing the 2 elements we believe are essential for getting started. Learn more.

Ideas for Creating Content That Are Actually Unique

The demands of creating content that is original and valuable can often feel paralyzing. Add to that the need to keep this up on an ongoing basis and the challenge is compounded. Check out these ideas on creating content that feels more original, organic to your brand, and more impactful overall.