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 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).

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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.

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By jodimedia published July 27, 2021

How to Turn Influencers Into a Powerful Content Force

Updated July 27, 2021

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 the 1980s Faberge’s marketing team could have predicted.Continue Reading

By jodimedia published July 1, 2021

How to Create a Flexible Content Plan That Gets Results

Updated July 1, 2021

Unless today is your first day as a content marketer, you know a documented strategy is essential to content marketing success.

But let’s face it: Not all of us play a direct part in crafting or controlling our company’s strategic, high-level view of content. For some of us, the job is to fulfill the promise of those strategic ideals.

And to do that, you have to develop a content plan that positions your content marketing program for long-term success. Whether you’re building a tactical editorial content plan for your organization or refining the one you have, read on for a handy tutorial and some of our best resources to guide you.Continue Reading

By jodimedia published May 25, 2021

Discover the Secrets to Successful Content Creation

Updated May 25, 2021

In 1995, Robert Cringely interviewed Steve Jobs for the PBS documentary The Triumph of the Nerds. The future Apple CEO reflected on the difference between generating big ideas and bringing them to life in a valuable way.

“There’s just a tremendous amount of craftsmanship in between a great idea and a great product,” he said.

That distinction might resonate with you – especially if your job is to spin rough insights and ideas into high-performing content gold.Continue Reading

By jodimedia published April 1, 2021

How to Measure Content Marketing: The (Updated) Essential Guide

Updated April 1, 2021

No matter how creative, memorable, or popular your content is, every asset will be judged by the impact it makes on your business’s bottom line.

It’s tempting to think about measurement only when all other tasks are complete. But content performance insights should 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 continually track, analyze, and optimize your content’s performance.

Of course, just because something is a best practice doesn’t mean it’s easy (or possible) to achieve in a real-world setting. Fear not. Even if you’ve been creating and distributing content for a while, it’s never too late to implement better measurement techniques to identify what’s working, discover areas for improvement, and determine where to scale back to concentrate on more impactful efforts.

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