Author: Jodi Harris

Jodi Harris is the director of editorial content and 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 August 7, 2019

How to Get More Value From Your Email Marketing Tech

Editor’s note: Technology is essential to content marketing success. But the complexity around tech selection and its use often leaves businesses struggling to keep pace with innovation. To bring clarity and understanding, we’re embarking on a series of conversations with thought leaders in this space.

Email may be an old dog in digital marketing channels, but it continually delivers new tech-driven tricks to enhance engagement and deliver content and demand-gen campaigns efficiently.

Of course, email marketing’s robust and sophisticated solutions also have led to a lag between marketers’ eagerness to put the tech innovation in play and their effective use of the tools.

I put an email marketing thought leader in the hot seat, asking about what marketers want most from the technology, how they can get it, and trends they should know.

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By jodimedia published July 22, 2019

Agencies: How to Set Your Clients’ Content Marketing Expectations

Understanding something and being able to apply that knowledge doesn’t mean it’s easy to explain – especially when people understand the nature of things differently.

Take content marketing, for example. How many articles have we written on this very site explaining what it is (and isn’t) over the years? Then add in how many articles about content strategy vs. content marketing strategy have been written. We’ve even explored what content actually is. And we’re far from the only ones exploring these topics.

Add to the mix the concepts of branded content and native advertising (which can both be used with content marketing) and nearly everyone gets confused.

Whether you work on the agency or brand side, you’ve probably wondered whether your use of these terms matches the understanding of the person you’re talking to.

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By jodimedia published July 5, 2019

A Crash Course in ABM-Powered Content Marketing

Account-based marketing is one of the hottest topics at enterprise organizations these days. And for good reason, as it represents a strategic, efficient way to engage your highest value prospects.  

For content marketers, it can be hard to understand how your content strategies and tactical processes fit in an ABM approach. 

In their presentation at ContentTECH 2019, Convince & Convert’s Jenny Magic and Springbox’s Jennalee Reiff delivered a crash course on why this people-centric strategy is worth pursuing, what it takes to make it work, and the role content plays in its most successful executions.

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By jodimedia published June 14, 2019

5 Tips for Recruitment Marketing to Get Great Hires [Examples]

In April 2019, the U.S. monthly unemployment rate hit 3.6% – the lowest number in over a decade.

This is great news for job seekers, but not so much for businesses with staff roles they need to fill. A competitive hiring market makes it difficult to attract top talent – especially if you work for a brand without a lot of industry visibility or big bucks to shell out for recruiting efforts.

Many companies are turning to content marketing to reach potential job candidates – as well as to engage and support their existing workforce.

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By jodimedia published May 31, 2019

How Publishers Can Overcome the Content Marketing Paradox

What’s the difference between content created and published by a brand and content published by a dedicated media organization?

Increasingly, the answer is “there isn’t one” – at least, not from the audience’s point of view.

This is great news for any brand looking to gain recognition as a trusted information source through its content marketing efforts.

But for media companies, this flattening of the content landscape has ushered in uncertainty around trust in their trade and their ability to monetize their content. Of course, publishers have opportunities to leverage their legacy of high-quality content and audience relationships as long as they adapt to shifting digital trends.

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By jodimedia published May 15, 2019

Your Get-it-Done Guide to Content Creation Outsourcing

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

That puts skilled writers in a position of power. Despite the looming specter of AI bots that can create assets at lightning speed and impressive scale, even the most sophisticated systems aren’t equipped to match the emotional depth and resonance of a story crafted with care by humans.

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By jodimedia published May 6, 2019

You Say You Want a Digital Transformation?

(For the record, I promise this is the first, last, and only time I will paraphrase Beatles’ lyrics in a CMI post title. OK, moving on …)

Staying on top of new consumer learnings, expectations, and preferences is essential for companies to remain competitive and responsive in a fast-changing digital landscape. Transformation is not an easy task for any business, but the barriers can seem almost herculean to large enterprises in industries like insurance, finance, and health care. Not only do these organizations create communication under strict regulatory, legal, and privacy restrictions, they often face a deep-seated, institution-wide reluctance to tampering with what’s always worked.

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By jodimedia published April 22, 2019

Get a Plan: How to Make the Most of Influencer Marketing

Before online influencer marketing became a major “thing” (and way before it was legitimized as a structured technique or a lucrative career path), it was known as word-of-mouth marketing.

As a kid, I learned about the concept by way of a popular commercial for Faberge Organics, in which a smiling Heather Locklear shared her secret for bouncy hair with two friends, who in turn told two friends, and so on, and so on …

Though the underlying mechanisms of the “tell-a-friend” technique remain largely unchanged, social media has fueled its evolution into a strategic discipline infinitely more targeted, impactful, and scalable than anything Faberge’s marketing team could have predicted.

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By jodimedia published April 10, 2019

Adopt a Curation Mindset to Get More From Your Top Content

Editor’s note: Doing more with less is always an applicable mantra for content marketers. That’s why we brought back this post about how to amplify your best content.

Admit it: When the stress and exhaustion of finding something uniquely delightful for every person on your holiday shopping list have brought you to the brink of madness, you’ve at least considered the idea of regifting.

After all, that expensive orange scarf that sadly clashes with your skin tone, the never-opened kitchen mixer you got for your bridal shower, or that trendy toy your child never got around to playing with are all lovely gifts. And who knows? They even may be meaningful treasures to someone who needs them.
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By jodimedia published April 2, 2019

How to Do Native Advertising Right: A Brief Guide With Great Examples

As someone who started her content career in traditional journalism, I took some time to come to terms with the concept of native advertising. I bristled at the thought of paid ads masquerading as editorial content, violating the church-and-state division I was taught.

But, like it or not, the rules of publishing have changed. The lines between media and marketing have blurred, and brands have more power, influence, and opportunities to communicate directly with audiences. And new tools and strategies have emerged and disrupted the game.

Like any good species in a survival-of-the-fittest world, I’ve come around to see significant value in native advertising – when it’s executed smartly and strategically.

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