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 November 28, 2022

25+ New, Newly Updated, and Timeless Books Content Marketers Love

Updated Nov. 28, 2022

Content marketers love their books.

That’s apparent year after year when Content Marketing Institute compiles its holiday gifting list.

It was also apparent to anyone who saw the long line of Content Marketing World attendees waiting to get an autographed copy of Ann Handley’s new release. No surprise, the second edition of Everybody Writes was the most nominated tome on the list.Continue Reading

By ann-gynn published November 22, 2022

Macy’s Thanksgiving Day Parade is a Content Marketer’s Dream: 7 Inspiring Lessons

Updated Nov. 22, 2022

Millions gather to view your content marketing on their screens.

Crowds line up over two miles just to get a glimpse of your content in real life.

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.

I’m a big fan of Macy’s Thanksgiving Day Parade. I traveled to see it twice, and I never miss watching it on television. And that’s before I realized it’s all content marketing. Here are some lessons that struck me.Continue Reading

By ann-gynn published November 17, 2022

How To Build an Audience by Giving Back – the #BossTalks Story

Salesforce’s Ebony Beckwith ends every interview in her #BossTalks series with the same question: “What is your superpower?”

So I asked her that question.

Her response? Well, it’s a bit meta – and very accurate.

Ebony’s superpower is bringing out the superpowers in others.

“This comes through in my mentoring and the way I manage my leadership team. It brings me a lot of joy to see them shine,” she explains.

It also manifests in her role as Salesforce’s chief business officer and chief of staff to co-CEO Marc Benioff. Ebony is also the CEO of the Salesforce Foundation.Continue Reading

By ann-gynn published November 8, 2022

How NBC Sports Next Medaled in Olympic Content for Kids

Around 2016, NBCUniversal acquired a Minnesota-based sports digital platform that connected young players with local teams.

If you’re wondering what attracted the entertainment behemoth to the scrappy startup (then called Sports Ngin), think next generation.

“If you look at the research, the more kids play and participate in sports, the more they want to watch it,” says Rob Bedeaux, director of consumer engagement and content strategy at NBC Sports Next, the division that now houses SportsEngine (as it was rebranded).Continue Reading

By ann-gynn published November 3, 2022

Content Marketers: Here’s How To Ask for (and Get) the Salary You Want

Should you be paid more for what you do?

Over half of content marketers (54%) believe their compensation should be higher, according to CMI’s Content Marketing Career and Salary Outlook 2023 (registration required).

And now’s a good time to ask – the latest CMI B2B research found content marketing’s importance in the business has grown.Continue Reading

By ann-gynn published October 25, 2022

How an Entrepreneurial Spirit Helps This Content Leader Manage 10 B2B Publications

Sarah Tolle started her professional life teaching English in Spain and Hungry. On the side, she started writing content for a marketplace startup in the home design industry and, eventually, for other clients.

When her teaching stint ended and the Wisconsin native settled in Canada, Sarah increased her entrepreneurial activities. She continued creating content for clients, often startups, and expanded into strategy development and social media growth hacking. She also ran a handmade jewelry business on Etsy.Continue Reading

By ann-gynn published October 20, 2022

Why (and How To) Write a Strategy for Your Cause-Related Marketing

When brands decide to support a social cause or initiative, they too often take a Band-Aid approach.

They add a rainbow logo or frame to their social media profile. They publish a blog article explaining why the brand is committed to combatting climate change. They air a short video to announce new benefits for employees after the U.S. Supreme Court overturned Roe v. Wade.Continue Reading

By ann-gynn published October 13, 2022

Foundry 360 Finds ‘Purrfect’ Content Mix With Award-Winning Business Model

Diane di Costanzo experiences the best of two worlds in a unique content marketing role.

As chief content officer, vice president/editorial director at Foundry 360, Dotdash Meredith’s branded content division, she exercises her brand-content strategy muscles by overseeing about 30 traditional client-side programs at any time.

And as editor-in-chief of the editorially independent (and single sponsored supported) print and digital publications Millie Magazine and PawPrint, she uses her journalism experience daily.Continue Reading

By ann-gynn published September 29, 2022

How Pega Launched an Award-Winning Brand Journalism Magazine in 120 Days

Four months before its January 2022 debut, GO! Magazine was only an idea.

The content team at Pega thought a magazine could work well as a natural extension of the brand’s successful Future of Work content campaign.

No one on the team knew magazine publishing, but that didn’t stop them.

Two weeks after they pitched the idea, GO! Magazine moved forward. Impressively, the team stayed on schedule and published the digital and print versions of the now award-winning magazine as planned.Continue Reading

By ann-gynn published September 22, 2022

6 Exceptional Content Marketers (and the Traits That Make Them Stand Out)

What makes a content marketer great? You’ve probably asked this question as you thought about your career progression or wondered how to establish credibility to advance your content program.

We studied these six 2022 Content Marketer of the Year finalists (including the two winners) for clues.Continue Reading