Author: Jodi Harris

Jodi Harris is the Director of Editorial Content & Curation at Content Marketing Institute. As a content strategy consultant, Jodi helps businesses evaluate their content needs and resources; build infrastructure and operations; and create compelling stories to be delivered across multiple media channels and platforms. Follow Jodi on Twitter at @Joderama.

By jodimedia published June 22, 2018

How to Take Your Travel Content on a Better Trip

travel-content-on-a-better-tripEditor’s note: In case you missed this post last year, we’re bringing it back and adding some fresh content too.

I’ve heard there are people who believe that “getting there is half the fun.” But to me, everything that happens between my decision to leave my house and my lying on a beach chair with a fruity drink in my hand is just stress-inducing static and delayed gratification.

To reduce the friction I’m likely to experience when I embark on a trip, I rely on the advice and assistance that travel experts provide online. And, judging from the sheer number of content creators who operate in this space, I’m not the only one.

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By jodimedia published June 5, 2018

How to Train Your Brain to Be Creative: Lessons for Marketers

train-brain-creative-lessons-marketers

For many years, I worked alongside a talented content marketer who often insisted she just wasn’t “a creative person.” Though there was plenty of evidence to the contrary (I won’t embarrass her by sharing details), she refused to believe her brain was capable of generating big, innovative ideas or turning them into groundbreaking storytelling.

Rather than argue with her, I thought I’d prove her – and, by extension, any other marketer who thinks crafting imaginative, one-of-a-kind content is a task best left to “artistic types” – wrong once and for all.

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By jodimedia published May 22, 2018

How to Win at Content Marketing [New Playbook]

2018 playbook - Cover

To the uninitiated, a content marketing initiative can seem like an old-school, Dungeons and Dragons-style quest. You continually roll the dice in hopes of earning enough trust, credibility, and experience to persuade your audience to embark on a journey alongside your brand.

Of course, performance should never be left to chance. Every creative asset you produce needs to be supported by strategic decisions – from crafting ideas into a cohesive message to selecting the content types and distribution formats that let your ideas work their magic. Choose unwisely and even your strongest content assets might fail.

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By jodimedia published May 8, 2018

How to Build a Branded App (and Never Look Back)

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When was the last time you downloaded a mobile app that became an indispensable part of your daily routine? What about one with content so compelling you didn’t want to put it down?

Now, when was the last time that app came from a brand marketer?

Apps have become such a commonplace feature in our lives that we might overlook how much power they can wield – and how much branding value they can provide – when used strategically as a content marketing platform.

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By jodimedia published April 23, 2018

Road Map to Success: Monitoring and Measuring Your Content’s Performance

roadmap-success-measuring-monitoring-content-performanceNo matter how creative, memorable, or popular your content pieces may become, every asset you create and share will ultimately be judged by the impact it makes on your business’ bottom line.

While it can be tempting to think about measurement only after all other tasks are complete, you should recognize by now how critical it is to have the right data on hand to inform every phase of your content marketing approach. That is why it’s a good idea to establish sound measurement practices from the start of every program, enabling you to track, analyze, and optimize your content’s performance on a continual basis.

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By jodimedia published April 9, 2018

Road Map to Success: Content Distribution Essentials That Win Eyeballs

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No matter how much time and care you put into building your strategy, outlining your editorial plans and processes, or crafting persuasive, engaging, high-quality copy, your brand’s potential for success often lives or dies by your distribution and promotion choices.

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By jodimedia published March 20, 2018

Road Map to Success: Creating the Content of Your Audience’s Dreams

road-map-content-creation

In 1995, Steve Jobs was interviewed by Robert Cringely for a PBS documentary, Triumph of the Nerds. During the on-camera discussion, the future Apple CEO reflected on the notion that generating big ideas isn’t the same thing as being able to bring them to life in a valuable way. As he said, “There’s just a tremendous amount of craftsmanship in between a great idea and a great product.”

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By jodimedia published March 6, 2018

Road Map to Success: Turn Your Strategy Into a Stellar Editorial Content Plan

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Unless today is your first day as a content marketer, you’re aware of how essential a documented strategy is to achieving content marketing success. It’s one of those mantras you’ve heard being chanted again and again throughout every corner of the industry until you simply can’t help but accept it as truth. It really is that important.

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By jodimedia published February 20, 2018

Road Map to Success: Content Marketing Strategy Essentials

road-map-success-content-strategy-essentials

Anyone who has learned about the fundamentals of content marketing knows the concept isn’t all that complicated – consistently provide something of relevant value to your target audience in the hope it will ultimately return the favor in kind.

Serving the needs of your audience with valuable, high-quality content in this way is an admirable goal for any company. But of course, all your efforts will amount to little if your hopes go unfulfilled – if your content doesn’t trigger the audience behaviors that help your company reach its business goals. And that, my friends, is where the complications start to set in.

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By jodimedia published February 6, 2018

Road Map to Success: Resources to Refresh Your Content Marketing Program

road-map-resources-refresh-content-marketing

No matter how far you’ve come in your content marketing career – and how much you continue to progress – there are always a few things you wish you were better at, understood more deeply, or had known about earlier.

On my career path, I traveled from print journalism to public relations to digital publishing before arriving at the content marketing crossroads. At that point, I needed to get up to speed on some fundamentals that hadn’t factored into my previous roles; so I turned to informational resources like CMI to power my journey of discovery. (Yep, I relied on content marketing to strengthen my ability to be a content marketer.)

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