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 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

By ann-gynn published September 16, 2022

10 Ideas To Help Your Content Marketing Team Achieve Business Goals

Editor’s note: This week, we’re giving everyone a taste of Content Marketing World 2022 by featuring recaps of articles filled with insights from this year’s speakers.

“Teamwork makes the dream work.”

I recently learned that sentence is only the first part of the quote.

In the book where he coined the phrase, John C. Maxwell wrote: “Teamwork makes the dream work, but a vision becomes a nightmare when the leader has a big dream and a bad team.”

I would add a complementary thought: A great team never gets out of the nightmare when the leaders haven’t communicated a big dream.Continue Reading

By ann-gynn published September 15, 2022

How To Avoid Going Down Google’s Instant Answer Search Trap

Editor’s note: This week, we’re giving everyone a taste of Content Marketing World 2022 by featuring recaps of articles filled with insights from this year’s speakers.

For years, marketers claimed victory when their page made it to the first organic listing or even a first page ranking on a Google search results page.

Now zero-click and other featured results deliver answers immediately to searchers and bury those organic links further down (or even off the first) page. What’s a content marketer to do?

Here’s what 10 experts presenting at Content Marketing World suggest.Continue Reading

By ann-gynn published September 14, 2022

Should Content Marketers View Web3 as More Than the Internet’s Next Version?

Editor’s note: This week, we’re giving everyone a taste of Content Marketing World 2022 by featuring recaps of articles filled with insights from this year’s speakers.

On the Web3 spectrum, marketers’ interest usually falls on one end or the other.

For one group, you see the term and your eyes glaze over. For the other group, your eyes open wide and your mind starts racing.

No matter where on the Web3 spectrum you fall, take the next few minutes to read 10 Web3 thoughts from some of the experts speaking at Content Marketing World. You’ll see that they run the gamut of thought, too.Continue Reading

By ann-gynn published September 12, 2022

TikTok: Time To Get Serious About Its Content Marketing Promise?

TikTok is a player.

With over 1 billion active users who spend about 20 hours a month watching videos on the platform, TikTok has a huge audience hooked on its content.

That audience spent $824 million through the platform in the fourth quarter of 2021 alone. And even a Google executive recognizes the platform’s power, estimating that 40% of Gen Z use TikTok as a search engine to find things like places to eat.

So, the question isn’t whether TikTok is a good platform for content marketing. The question is whether TikTok is a good platform for your brand.Continue Reading

By ann-gynn published August 31, 2022

How To Write a 1-Page Content Marketing Strategy: 6 Easy-to-Follow Steps

Without a written strategy, your brand’s content marketing won’t reach its potential. Think about it.

Without a written strategy:

  • Your content marketing is less likely to align with organizational goals.
  • You have a hard time securing leadership and budget support.
  • You risk internal, external, and adjacent content teams going in multiple directions.
  • You spend more time onboarding and re-educating your team.

Without a written strategy, you are like most content marketers, just not the most successful ones.Continue Reading

By ann-gynn published August 29, 2022

Email Marketing: Why You Need an Unsubscribe Strategy

Updated Aug. 29, 2022

Confession time: I recently deleted over 35K unread emails in my inbox. As I did, I often used the handy dandy unsubscribe link on the sender line.

Email providers are increasingly making it easier for their customers to stop receiving your newsletters and other subscriber emails. In Gmail, when a subscriber hasn’t opened any email from the sender after 30 days, a notice pops up asking them if they want to unsubscribe.Continue Reading

By ann-gynn published August 25, 2022

Don’t Waste Your Content Marketing Budget on These Avoidable Mistakes

More money shouldn’t mean more money wasted.

Over 60% of marketers in CMI’s annual research say they expected bigger content marketing budgets in 2022 as compared to 2021. To spend that increase wisely – or make better use of your existing (or reduced) budget – look to trim costly errors and oversights out of your approach.

The presenters at Content Marketing World 2022 share some of the biggest content marketing budget mistakes they see. While they don’t all agree about tech investments, their opinions are well-aligned regarding audience-related costs. They also had plenty to say about old-school techniques, grounding elements, and more.

How many of these mistakes will you rectify? (And how many have you already avoided?)Continue Reading

By ann-gynn published August 18, 2022

How a Silly Content Question Led to Surprisingly Delicious Answers

It wasn’t a great question.

But we asked it anyway: “Does it matter if people consume the content, or is it enough for them to notice it?”

To make matters worse, we posed the question to the experts presenting at Content Marketing World 2022. Yeah, the people sharing ideas with content marketers (who presumably want their content consumed).

To our delight, the experts took this less-than-stellar query and returned something even better than we’d hoped – frank contemplations, food for thought, and, sure, plenty of sass.Continue Reading

By ann-gynn published August 17, 2022

How To Create a Content Marketing Strategy for Your Personal Brand

Updated August 17, 2022

Anyone who didn’t win the billion-dollar Mega Millions jackpot this year needs to read this article.

With the talk about the Great Resignation (or Great Reshuffle), I bet you’ve pondered the future of your money-making work. Even if you’re completely satisfied with your current employment, it’s smart to plan for future promotions and pivots (especially unexpected ones).Continue Reading

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