Author: Clare McDermott

Clare McDermott is the co-founder and head of strategy at Mantis Research. Follow her @clare_mcd.

By clare-mcdermott published September 16, 2020

4 Ways to Get the Most From Your Content Marketing Operations

A version of this article first appeared in CCO magazine in April 2020.

Technology can make content marketers more productive and accountable. But too often we overlook the old-school systems, processes, and resources to optimize our content marketing engine.

Here are the five must-have, low-tech concepts you need to focus on in the rest of 2020 and beyond.

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By clare-mcdermott published July 15, 2020

Friction and Disruption Aren’t Always Content Enemy No. 1. Here’s Why

Incorporating differing opinions, collaborative friction, and dissenting ideas into your creative processes adds powerful dimensions to your marketing conversations. Even better – it can also improve your marketing results.

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By clare-mcdermott published July 13, 2020

How to Perfect the One-on-One Interview

Updated July 14, 2020

From a young age, I was told I had an odd voice. It was a little too low for a girl and I tended to whisper a lot. I blame the whispering on the house I grew up in, which was big and echoey. If you didn’t want mom to hear you talking about inane things on the phone, whispering was a necessity.

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By clare-mcdermott published April 20, 2020

Tech-Free Tricks for Dialing Up Your Content Operations

Marketers’ reliance on productivity tools can mask operational concerns that lead to low content quality and sub-par team performance. Forget the tech Band-Aids and focus on these four concepts to streamline your workflow and reduce system-wide stress.

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By clare-mcdermott published March 26, 2020

16 Apps and Tools to Keep You Productive and Sane

Editor’s note: Staying sane while working has never been more challenging and necessary. We’re bringing back this 2018 article to help.

I committed to evaluating my personal tech stack (yeah, I know that’s an odd collection of words, but you’ll see what I mean). My workload felt out of control. My goal was to be more intentional about finding worthwhile shortcuts and workarounds, as well as trying to make life simpler – an undertaking I jokingly call Clare 2.0.

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By clare-mcdermott published February 18, 2020

AI for Marketing: Make It Work for You

If you think it’s too soon to incorporate AI tools into your content marketing, you’re already behind the curve. There are interesting, unusual, and worthwhile applications of AI you can – and should – put in place right now. Read on for a look at how machine learning and predictive analytics are reshaping the marketing landscape and ideas for starting to power your program with the benefits it offers.

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By clare-mcdermott published October 14, 2019

John Cleese on Creativity [Video]

The history of Content Marketing World keynotes reads like a roll call of the world’s most creative people – and one of the most popular was John Cleese in 2015. CCO’s interview with Cleese was never published online … until now.

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By clare-mcdermott published October 14, 2019

A Step-by-Step Guide to Audience Development

Intel launched its digital magazine, iQ, in 2012. But in early 2017 the team switched focus from chasing eyeballs to sustaining loyal readers. Luke Kintigh was head of publishing at Intel iQ at the time and shared how they did it.

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By clare-mcdermott published October 14, 2019

Research: The Window to an Audience’s Soul

When the Sierra Club of Colorado needed to raise awareness about its conservation efforts (and raise money to support them), the grassroots organization used Voice of Customer research to get inside the heads of its members.

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By clare-mcdermott published April 15, 2019

How to Create Content in a World With Bots

Editor’s note: This article debuted in the April issue of the now digital only Chief Content Officer magazine.

In 2014, I got into a heated conversation with a colleague. He argued that, within just a few years, robots would replace writers in content marketing. I rolled my eyes so hard my brain ached. The idea of machines crafting sentences as elegant and nuanced as a human writer could was both heretical and impossible, I thought.

Turns out he was right, but the development isn’t the sci-fi creative dystopia I imagined … in most cases. Today, companies indeed use machine learning to generate natural language, and marketers are using AI-powered tools like Narrative Science and Automated Insights to produce practical, well-constructed, high-performing content.

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