Author: Jodi Harris

Jodi Harris is director of content strategy at Informa Connect. She describes her role as a combination of strategic alchemist, process architect, and creative explorer. Jodi previously served as director of editorial content at Content Marketing Institute and spent over a decade developing and managing content initiatives for clients in the entertainment, CPG, health care, technology, and biotech industries, as well as agencies and media brands. Follow her on Twitter at @Joderama.

By jodimedia published October 19, 2021

Use Loyalty Content To Sustain Your Hard-Won Customer Relationships

You might not consider customer retention the primary goal in your content marketing strategy. After all, you can’t retain customers if you haven’t acquired them, and no business can reach future revenue targets with nothing but last year’s receipts.

But you may want to think again. As CMI founder Joe Pulizzi says, it makes sense to make your current customers’ informational needs and pain points your top content marketing priority: “Only after you perfect the loyalty experience and turn customers into evangelists should you look at other parts of the buyer’s journey.”Continue Reading

By jodimedia published October 12, 2021

In People We Trust: Here’s How To Make Your Content More Human

Most of the work we do as marketers is focused on the future – predicting it, transforming our businesses to succeed in it, and helping our customers solve their expected challenges.

Yet, the overarching theme at Content Marketing World (among the many takeaways around innovative technologies and practical guidance) sprang from something powerful and ancient – the emotions, experiences, and need for personal connection all humans share.Continue Reading

By jodimedia published October 4, 2021

These 4 Analytics Oversights Mess With Your Content Performance Plan

No matter how successful your content is, you can always identify and pursue optimization opportunities and use your analytics data to guide you.

Unfortunately, even the most experienced content marketers struggle to track the most helpful metrics and access, organize, and interpret the data. Even minor miscalculations can take content performance in the wrong direction.Continue Reading

By jodimedia published September 27, 2021

Content Marketers Share Their Best Networking Tips for In-Person and Virtual Events

People are innately wired to connect and develop relationships – it’s one of our most fundamental needs as humans.

Face-to-face networking at industry events is fundamental for professional survival. (And advancements in virtual events mean face-to-face is no longer synonymous with in-person.)

Whether in the same physical or digital space, you can gain valuable contacts at conferences.

Of course, not everyone is a networking natural; and even the most socially adept conversationalists can struggle to find the right people to talk with, strike up and sustain useful conversations, or turn sparks of interest into solid business opportunities after the event is over. Continue Reading

By jodimedia published September 14, 2021

These 4 Content Marketing Fails Are Fixable: Here’s How

When your content marketing program is starting, almost anything is likely to make a positive impact on your audience and your business goals. With minimal effort, you might see new consumers engaging with your business, brand conversations picking up speed, website visits increasing, or even more leads and sales inquiries rolling in.

As time goes on, you may find progress slows or stops altogether. Some of the causes may be things beyond your control, such as the competition for audience attention, shifts in consumption behaviors, or evolving consumer trends and needs. But some of the reasons are within your control. Even minor mistakes and missteps can throw your entire content program out of whack.

Here are four common mistakes often made by content marketing teams, along with signs, symptoms, and corrective actions to put your content engine back on course.Continue Reading

By jodimedia published September 7, 2021

Content Distribution: Everything You Need to Know Right Now

Updated Sept. 7, 2021

 No matter how much time and care you put into your strategy, editorial plans and processes, and content, your brand’s potential for success often lives or dies by your distribution and promotion choices.

The distribution phase is where you put your goals, audience insights, tactical choices, and creative executions to the test. And with so many media channels and platforms and so many messages competing for your audience’s attention, you also need to promote your content (through social media or other paid and unpaid techniques) to fulfill its marketing promise.Continue Reading

By jodimedia published September 1, 2021

The 3 Strategic Pillars Behind Every Winning Content Strategy

Many skilled and experienced marketers still struggle to understand what’s so difficult about content marketing.

On the surface, it seems deceptively simple: You get some writers and designers together, create compelling content, publish it where your audience is likely to find it, and wait for the customer calls and purchases to roll in.

But eventually, you realize doing this bare minimum won’t get you far. A lot more work needs to happen behind the scenes to deliver initial success – and keep it properly fueled, focused, and functional over the long term. And that doesn’t even include securing buy-in for your content marketing business case in the first place.

There’s no quick or easy shortcut for achieving success with content. But there is a reliable process that, according to CMI’s 2021 Benchmarks, Budgets, and Trends research, 60% of the most successful B2B marketers have a documented content marketing strategy. That strategy should center on three key pillars:Continue Reading

By jodimedia published August 24, 2021

Outsourcing Content Creators: The Complete How-To Guide

Updated Aug. 24, 2021

No matter how well thought your strategy is and how much buy-in and budget you secure, the success of your content marketing program ultimately hinges on a single, critical component: having the talent to execute your plans.

That puts skilled writers in a position of power. Despite the looming specter of artificial intelligence bots, even the most sophisticated systems aren’t yet equipped to match the emotional depth and resonance of a story crafted with care by humans (though they’re getting closer).

Continue Reading

By jodimedia published August 16, 2021

Get the Most Out of Instagram With These Tips, Tricks, and Expert Advice

Updated Aug. 16, 2021

It may not be trending like TikTok or offering the thrill of listening in on a celebrity group conversation like Clubhouse. However, Instagram still reigns among the most powerful and provocative platforms for social media content marketing.

With plenty of creative possibilities, targeting opportunities, and personalization potential, the visual-centric site offers plenty of ways to connect with high-profile tastemakers, break through the competitive noise, and build active, engaged communities.Continue Reading

By jodimedia published August 4, 2021

The What, Why, and How of Video’s Next Revolution in Content Marketing

Who doesn’t love immersing themselves in a compelling video?

Our collective passion for this engaging medium has spurred numerous innovations in just the past few years, from DIY-friendly mobile filming and editing tools to video-centric social channels like Twitch and TikTok to more intelligent automated systems that can make scalable, data-rich video campaigns a breeze to create and deploy.

Continue Reading

FOLLOW CONTENT MARKETING INSTITUTE ON SOCIAL