Author: Ann Gynn

Ann Gynn edits the CMI blog. Ann regularly combines words and strategy for B2B, B2C, and nonprofits, continuing to live up to her high school nickname, Editor Ann. Former college adjunct faculty, Ann also helps train professionals in content so they can do it themselves. Follow Ann on Twitter @anngynn or connect on LinkedIn.

By ann-gynn published January 6, 2021

9 Fixes for Frustrating Content Workflow Problems

I sat down to edit a file created by someone else in a folder created by my client.

I knew the topic and the approximate date of creation. And I knew the file was in this folder. It should have been easy to find, right? Well, if you’ve taken on a similar challenge, you know the answer is a big fat no.

We spend too much time searching before finding the files we need to edit, post, design, etc. Then, we move on to the next thing.

And a few days later, we go through the same frustrating “process” all over again.

But what if we redirected the energy spent on those irritating tasks into creating a better content production process?

These nine fixes will help content teams address those pesky problems you never seem to carve out time to solve. Though software and automation are great ways to improve your overall workflow, I’m focusing on remedies you can apply today – some in only a few minutes.

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By ann-gynn published December 17, 2020

How to Create a Content Marketing Strategy for Your Personal Brand

You invest a lot of time crafting and executing content marketing strategies in your paying gig. But when it comes to marketing yourself, what kind of investment are you making?

Are you like the barefooted shoemaker’s kid – knowing but not following your industry’s best practices to achieve personal professional success?

Now is the perfect time to change that. Whether you’re looking for a promotion or new job, or you want to pivot your role or industry, create a content marketing strategy to support your personal brand in 2021.Continue Reading

By ann-gynn published December 14, 2020

7 Lessons from a 96-Year-Old Content Marketing Tradition

Imagine crowds lining up for more than 2 miles just to see your content marketing – and millions more gathering around the television to watch it. More than a mere success story, it becomes the central plot point in a Hollywood movie, which does so well that it’s become an annual family viewing tradition.

That’s the stuff of content marketers’ dreams. And it’s the reality for marketers at Macy’s, the U.S. department store chain that has put on a parade in New York City every Thanksgiving since 1924.Continue Reading

By ann-gynn published November 30, 2020

67 Book Picks for the Ultimate Content Marketing Library

You can’t judge a book by its cover. You can judge it based on the recommendations of your peers.

Here’s some help to build a great shelf of books (physically or digitally) to improve your content marketing skills, expand your marketing prowess, and gain inspiration to make your work more manageable and effective.

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By ann-gynn published November 23, 2020

How to Do Inclusive Content That Helps Your Audience and Business

Creating inclusive content doesn’t require your brand to make a major statement on social justice or take a big stand on a hot topic.

It does require you to think differently, recognize what you don’t know, and use words more purposefully. But the extra effort is worth it.

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By ann-gynn published November 11, 2020

How a Digital-First Content Strategy Can Help Print [Winning Example]

A digital-first content marketing strategy doesn’t mean digital only.

That’s the lesson from TD Ameritrade Institutional (TDAI) and its content agency, Imagination, which were recognized as the Best Content Marketing Program in Financial Services by the 2020 Content Marketing Awards. (TD Ameritrade was acquired by Schwab in fall 2020.)

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By ann-gynn published October 28, 2020

How to Get Big Results From Small Content Marketing Teams

Most content marketing teams are small.

About half of B2B and B2C marketers report content teams of one or fewer full-time employees, according to CMI’s annual research.

With few hands on the content marketing deck, everything your team does should perform.Continue Reading

By ann-gynn published October 12, 2020

What’s Up in 2021 for Content Marketing?

No one could have predicted 2020, so why should content marketers spend time thinking about what might happen in 2021?

2021 is going to arrive – no matter what COVID-19 is doing (or not doing) – before you know it. And you need a plan that lets you prepare as best as possible for the year ahead.

We asked this year’s Content Marketing World presenters for their top 2021 predictions. Interestingly, their forecasts have evolved from the standard (i.e., more virtual reality, growing role of voice, more selective audiences) to reflect the effects of 2020.

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By ann-gynn published October 8, 2020

23 Tips to Make the Most of Your Content Marketing Budget

Challenging times can mean challenging budgets.

In CMI’s recent B2B research, 69% of respondents expected budgets to stay the same or decrease through the end of 2020.

No matter what happens with content marketing budgets, one thing looks certain: Organizations will scrutinize every dollar spent in 2021.

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By ann-gynn published October 1, 2020

Top 17+ Metrics to Evaluate Content Marketing Success

Once upon a time, measuring content marketing success was a challenge because it relied on assumptions and fuzzy conclusions.

The birth of the digital world – where many aspects of content marketing could be tracked and measured – was supposed to change that. It did, kinda. But it created a new problem. There’s now so much that can be measured, not everyone agrees on which numbers matter the most.

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