Author: Cathy McPhillips

Cathy is the Vice President of Marketing at the Content Marketing Institute, leading marketing efforts for CMI, Content Marketing World, Intelligent Content Conference, CMI University, CCO magazine, and other CMI properties. She works hard to get you to CMI events - online and off - and gets extra excited for opportunities to meet #CMWorld community members in person! Cathy is also a board member for The Orange Effect Foundation. You can follow her on Twitter @cmcphillips.

By cathy-mcphillips published September 3, 2018

How to Measure Your Content Marketing Effectiveness

measure-content-marketingEditor’s note: You may have missed the original post when we published it several years ago. We know how important it is for content marketers to tie their results to marketing and business goals, so we’ve updated it with new suggestions and resources.

What does it mean that your content marketing is “working?” In general, this means it’s supporting your marketing and business goals.

Here’s a simple way to track your content marketing program and, more importantly, how to communicate this to your team and management.

Continue Reading

By cathy-mcphillips published August 27, 2018

No Celebrities Required: How to Create Great Influencer Content


While the Content Marketing Institute doesn’t have that Kardashian/soda brand relationship or actor/automobile manufacturer combo, we use influencers to create an e-book to market Content Marketing World.

While you may not be promoting a live event, you likely can learn more about how to create an influencer-based piece of content from the lessons we’ve learned producing this e-book over the years, including the 2018 Ultimate Guide to Content Marketing.

Continue Reading

By cathy-mcphillips published November 26, 2017

5 Steps to Improving Subscriber Data for More Personalized Emails


When I started at the Content Marketing Institute in 2012, I sat with founder Joe Pulizzi to discuss the 2013 marketing goals. Back then – and still today – everything revolved around email subscribers and event (Content Marketing World) attendees.

Ever ambitious, Joe’s goal was always “double it.” And yes, double them we did. From email subscribers to Facebook, Twitter, LinkedIn followers, and more.

Fast-forward to fall 2015 when we were planning for 2016. We had over 150,000 subscribers. Wow! But really was it really a “wow”? At most points of subscriber entry, we purposely only asked for email addresses and maybe a first name. A long lead form could dissuade people from subscribing so we were satisfied with just having an email address. But learning more about our subscribers would allow us to truly customize messaging to them.

Continue Reading

By cathy-mcphillips published December 6, 2016

Practical Tips to Calm the Most Extreme Public-Speaking Jitters


Tamsen Webster, executive producer of TEDxCambridge and public speaking strategist, says stage fright leads marketers to miss huge opportunities to differentiate themselves.

Consider that 68% of B2B marketers use in-person events and 58% use webinars and webcasts as part of their content portfolio, according to CMI’s 2017 Benchmarks, Budgets, and Trends—North America. And roughly one-third call events “critical to success” in 2017.Continue Reading

By cathy-mcphillips published September 1, 2016

How Digital Asset Management Can Make a Big Impact on Your Content Marketing


Many companies producing great content at a consistent pace soon face a predicament — they have so much content that they:

  • Don’t know or remember everything they have
  • Can’t track down content assets efficiently
  • Struggle to collaborate with others involved in the process
  • Aren’t leveraging existing content for reuse

Enter digital asset management (DAM), one of the hottest subjects in content marketing this year. Digital asset management is all about how you manage your broad portfolio of content assets — from the way assets are annotated, cataloged, and stored to methods of retrieval and distribution. DAM technology solutions automate many aspects of the process, meaning your team can use and reuse content more efficiently, while minimizing errors and inconsistency.Continue Reading

By cathy-mcphillips published February 28, 2016

Host Your Own Twitter Chat: Time-Saving Advice, Tools, and Templates


One of our favorite ways to interact with our community on Twitter is through our weekly #CMWorld Twitter chat. The chat started in 2013 with a 10-week experiment prior to Content Marketing World as a way to connect our speakers with potential and registered attendees. After that event, we received many requests from the #CMWorld Twitter community to continue the chats. Fast forward to today, and we have hosted almost 130 chats and have learned a lot along the way.

If you are considering starting a Twitter chat as part of your content marketing efforts or improving your existing chat, read on to get a detailed look inside our process as well as some lessons learned.Continue Reading

By cathy-mcphillips published January 8, 2016

Onward & Upward: Go Behind the Scenes of Priceline’s Social Media


Karianne Stinson heads social media for Priceline. Her role – part strategist, part crisis manager, and part travel ambassador – requires a clear vision plus a huge dose of patience. Stinson opens up about the challenges she faces day-to-day and the long-term course she’s setting for the company.Continue Reading

By cathy-mcphillips published March 11, 2015

Jon Loomer Talks All About Facebook

Tactician_FB As the head of marketing and social at CMI, I was able to speak with Facebook über strategist Jon Loomer about how to improve social reach and why Facebook gets a bad rap for making your feed work better.Continue Reading

By cathy-mcphillips published July 11, 2014

A Simple Plan for Measuring the Marketing Effectiveness of Content

measuring-content-kpiEditor’s note: A new version of this post is now available. 

What does it mean that your content marketing is “working?” In general, this means that it’s supporting your marketing and business goals.

In the seventh installment of our “Back to Basics” series, we explain how you can track your content marketing program and, more importantly, how to communicate this to your team and management.

Continue Reading

By cathy-mcphillips published June 20, 2014

How to Build Social Media Into Your Content Marketing Processes

Social_Content_Work_TogetherFor a time, social media and content marketing may have seemed interchangeable, but they are actually quite different. Though there can be quite a bit of overlap, the easiest way to think about their relationship is that content is needed to drive social media, while social media is most essential during two key content marketing processes:

  • Listening to your audience to understand what they care about, so you can create content that they will find engaging and relevant
  • Distributing content (from your business, as well as from others — i.e., Andrew Davis’s 4-1-1 approach) 

In short, you really can’t have one without the other.Continue Reading