Author: Ann Gynn

Ann Gynn edits the CMI blog. She also serves as the Tech Tools editor for Chief Content Officer magazine. 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 5, 2018

How to be Purposeful With Your Purpose-Driven Content [Examples]

Editor’s note: You may have missed the original version of this article published a few years ago. Purpose-driven marketing is an even hotter topic today so we’ve updated the post and included some fresh examples. 

Most marketers (and many businesses) recognize the value of developing content based on a shared interest in supporting a worthy cause or taking a stand.

Success in purpose-driven content marketing, though, requires you to go beyond that. It demands that you execute the right purpose-driven content marketing strategy in an authentic, organic way that brings benefit to everyone involved.

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By ann-gynn published October 4, 2018

If Your Content Doesn’t Have This, the Majority Won’t Trust It [Research]

Is your content trustworthy?

Is your content persuasive?

If your content doesn’t include data, it is less likely to be trusted, persuasive, or even read. That’s based on the findings from an August survey of 1,054 U.S. adults released this week by SurveyMonkey Audience:

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By ann-gynn published September 26, 2018

How to Answer 25 FAQs on Content Marketing

Editor’s note: This article is the follow-up to an August post about 25 frequently asked questions about content marketing.

Do you get asked tough, or even easy, questions about content marketing by your executives or clients?

Want a handy dandy cheat sheet to those questions? We are here to help. First, we asked the presenters at Content Marketing World to share the best questions they’ve been asked about content marketing. Some even shared their answers. Then, we asked the CMI community for additional answers. And, when we had a few unanswered questions, we curated responses from expert sources.

Now, here are 25 questions you’re likely to be asked and how to answer them.

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By ann-gynn published September 10, 2018

How to Turn Conference Content Overload Into an Action Plan

turn-conference-content-overload-into-action-planEditor’s note: Given that thousands of marketers succumb to conference overload every year, we thought it was the perfect time to bring back and update last year’s advice on how to overcome it.

It’s the day after an invigorating conference.

Your head has been filled with trends, slide decks, tips, graphics, and inspiring stories.

Your notebook is filled with ideas, notes, and doodles of possibilities for your content marketing program.

You’re suffering from a case of the conference overload. But you don’t need to. Take the advice of some past and current Content Marketing World presenters on what to do before, during, and after a conference to take actionable steps for you and your brand without the suffering.

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By ann-gynn published August 28, 2018

30 Experts Identify Biggest Mistakes in Content Marketing

biggest-mistakes-content-marketingMore than once, I’ve had to stop reading a poorly edited book because I couldn’t take off my editor’s hat.

Professionals in any industry observe others’ work and silently critique it. That analysis often leads you to one of two results: insight into what you could do better or a welcome relief because you are doing it better.

Some of the presenters at Content Marketing World offer their out-loud critiques of what could be done better in content marketing. Use their observations to gauge what you’re doing well and where your content marketing program has room for improvement.

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By ann-gynn published August 21, 2018

How to Use Your Analytics for Smarter Content Decisions

use-analytics-smarter-content-decisionsGone are the days of counting coupons to see how well people engaged with your brand’s marketing promotion. In a digital world, you no longer have to make educated guesses about which marketing tactics resulted in a brand success (or failure).

Data from your customers and prospects is almost limitless. You can follow each and every digital interaction they have with your brand.

But how do you figure out which data to use and how to interpret it to inform your future content?

Content Marketing World presenters are here to help. Seventeen of them share how they use data not only to assess what did work, but also to determine what will work in their content marketing programs.

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By ann-gynn published August 14, 2018

31 Cringeworthy Content Marketing Things That Should Die

31-cringeworthy-content-marketing-thingsIf you could pick one thing in content marketing you want to go away today, what would it be? What about the one thing you expect to be going strong in 12 months?

That’s what we asked Content Marketing World presenters. Not surprisingly, they had a lot to say. Their responses are diverse and sometimes conflicting. Chatbots, webinars, livestreaming, GIFs, influencers, ROI, and many other topics are on the list. But should they die or expect to be strong? Read on to discover.

(Note: While we use “expect to be strong” as the label, some of the comments reflect things already going strong that are expected to stay that way a year from now.)

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By ann-gynn published August 7, 2018

What’s Your Answer? 25 Questions from Content Marketing Experts

25-questions-from-content-marketing-experts

Wouldn’t it be helpful to know the questions your executives or clients will ask before they pose them to you?

You would have the time to think about the answer and tailor your response for the circumstances. Then, when asked, you could respond immediately and thoughtfully, impressing the interrogator.

Well, the presenters at Content Marketing World want to help. They’re sharing the best questions they’ve been asked about content marketing. In a few cases, they share their answers and in others, we share some content that could help you formulate your answer.

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By ann-gynn published July 24, 2018

Increase in Your Content Marketing Budget? 61+ Fresh Ideas From Experts

increase-content-marketing-budgetWhat would you do if your boss unexpectedly increased your annual content marketing budget? What could you do with an additional $1,000? $50,000? $100,000?

We asked the presenters at Content Marketing World 2018 to share what they would do.

Anna Hrach, strategist at Convince and Convert, offers an insightful grounding thought. “No matter what the budget would be, I would start with a list of everything we wanted to accomplish, then plot them on a grid that ranks efforts from low to high effort and low to high impact.

“It doesn’t really matter how much extra budget you have if you’re not going to spend it effectively.”

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By ann-gynn published July 10, 2018

21 Things to Do (or Not Do) After a Social Media Algorithm Change

social-media-algorithm-changeIn the marketing world, a change in a social media platform algorithm is a breaking news event.

Brands’ heavy reliance on Facebook, Twitter, Instagram, LinkedIn, etc., as content distribution platforms means even a slight change tightens the social media cuffs around marketers’ hands.

What should you do when your favorite social media platform decides it will deliver content differently? Heed the advice from these 21 experts who are presenting at Content Marketing World 2018.

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