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 June 18, 2019

Think Micro if You Want to Do Influencer Marketing Right

Stop dreaming big when it comes to your influencer marketing program. You don’t have to be able to afford to work with Kylie Jenner to reach her 110 million Instagram followers ($1 million per post) or Martha Stewart with 1.8 million followers ($2,500 per post).

Instead, design your influencer marketing around microinfluencers.

More than 75% of Instagram influencers are microinfluencers – defined as between 1,000 and 10,000 followers – according to recent research from Socialbakers. (People vary in their definitions of microinfluencers, from as few as a 1,000 to over 500,000 followers.)

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By ann-gynn published June 11, 2019

38 Experts Share the Worst Content Marketing Advice

It’s graduation season, the time of year when advice abounds. But let’s be honest, not all advice given to new grads, new employees, or even seasoned professionals is worth following.

We asked the experts presenting at Content Marketing World 2019 to share the worst content marketing advice they ever received or heard. They had a lot to say. The thoughts they share form a don’t-do-this guide covering everything from strategy and SEO to quantity and quality.

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By ann-gynn published May 30, 2019

42 Popular Blogs Motivating Marketers

What’s your favorite marketing blog?

If you’re like your fellow marketers, your favorites offer succinct, clear, valuable, useful, and actionable articles.

Those common themes came from the 50-plus responses received after we posed the question on the Content Marketing Institute’s Slack, Twitter, Facebook, and LinkedIn channels as well as a query on Help a Reporter Out.

Nine blogs earned multiple nods (in alphabetical order): Backlinko, Content Marketing Institute, HubSpot, Moz, Neil Patel/Quick Sprout, Orbit Media, Search Engine Land, Seth Godin, and Social Media Examiner.

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By ann-gynn published May 17, 2019

Stop Wanting to Be Liked (Instagram May Do It For You Anyway)

“You like me, right now. You like me.”

With those words (frequently misquoted over the years), Sally Field heartfully showed her gratitude for public validation in her 1984 Oscar acceptance speech.

Her words came to mind as news circulated that Instagram is experimenting with removing public validation on photo or video posts. (Twitter also is exploring alternatives to a “like”-focused atmosphere.)

Teens and influencers are wringing their hands, wondering how they’ll show the world that their content (and, by extension, their person) is popular.

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By ann-gynn published May 7, 2019

35+ Definitions of What Quality Means in Content

Editor’s note: What constitutes quality content can be mercurial, but content marketers must define it for their programs to know whether content is successful. To aid you in defining quality, we brought back this post from a couple years ago.

Quality wins. But what does quality content really mean? How do marketers guarantee they are creating something that is high quality?

We asked the Content Marketing World presenters how they define and achieve quality content.

I appreciate the simplicity of the response (and the intended grammatical mistake) from Doug Kessler, co-founder of Velocity: “Quality content resonates with its audience. If it doesn’t do that, it may be smart or beautiful or funny, but it ain’t quality.”

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By ann-gynn published May 3, 2019

Do You Think Stereotypes and Personas Are Synonymous?

Editor’s note: Critically understanding why and how you’re creating personas (or even if you should create them) is essential to creating, distributing, and promoting content successfully. That’s why we brought back this article about personas and stereotypes. 

We have soccer moms – married women who live in the suburbs and are best known for transporting their children to and from sports practices and other activities.

We have NASCAR dads – blue-collar, middle-aged Caucasian men who graduated from high school and like watching stock car racing.

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By ann-gynn published May 1, 2019

5 More Exercises to Make Your Writing Powerful

How are your writing muscles?

Have they gotten stronger since you started the five exercises detailed in How to Make Your Writing More Powerful a couple months ago?

I gave you some time to rest up. Now, let’s get back to the writing gym. (Don’t worry if you haven’t worked out in a while, now is a great time to start.)

This time, I’ve added a couple videos for fun.

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By ann-gynn published April 19, 2019

22 Things You Wish Marketers Would Stop Doing on Social Media

Scrolling through social media platforms can be an irritating experience.

Too many brands and individuals don’t use their digital megaphones effectively. At best, their lack of awareness (of the audience or platform etiquette) is annoying. At worst, it prompts people to “mute” or “unfollow” their social media.

To make that scrolling less frustrating – and to help brands and marketers make social media a better place to scroll – we asked your fellow Content Marketing Institute community members for their biggest social media pet peeves. And boy, did they share. Thanks to all who responded in our #CMWorld Twitter Chat and through our requests on social media.

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By ann-gynn published April 11, 2019

Is Your Content Ready to Zig and Zag With Your Buyers?

Editor’s note: Figuring out your buyers remains an ongoing challenge. That’s why we thought it was time for a good reminder to spur fresh thinking by bringing back this piece on the true buyer’s journey.

Wouldn’t it be great if your prospects followed your neatly designed sales funnel or smartly outlined path to purchase?

But honestly, you know they don’t (even if your content marketing strategy assumes they do).

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By ann-gynn published April 8, 2019

24 Big Mistakes You Should Avoid in Content Marketing

Editor’s note: Though blunders, overestimations, flubs, and missteps always pop up, we brought back this article to help you identify what content marketing mistakes you can avoid (or fix).

Sure, we can learn from our mistakes. But we also can learn from others’ mistakes and avoid making them. As best-selling author and marketing consultant Roy H. Williams says, that’s the difference between being smart and being wise.

To help you be wiser, we enlisted the help of some smart and wise people who have presented at Content Marketing World.

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