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 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

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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

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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

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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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By jodimedia published January 31, 2018

How to Get Listeners to Push Play on Your Podcast [Examples From Boss Brands]

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For a growing number of brands, the story of standout content marketing success in 2018 might just sound like a podcast.

Though podcasting certainly isn’t a new medium, it has come into its own as a content platform over the last few years. With the success of high-profile series like Serial and S-Town, highly successful podcast networks like Wondery and Gimlet, and the growing legitimization of audio content as a vehicle for high-caliber performers and other creative talent, consistent audio storytelling can offer businesses the chance to win massive audience attention for their brand messages – and do so in a way that many feel to be less “markety” than other scripted content formats.

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By jodimedia published January 16, 2018

13 Smart Brands Using Technology to Power Their Content

brands-technology-power-contentIt’s a new year, and I bet you picked up a few shiny tech gadgets to play with over the holidays. But while your Google Home pods, face ID-enabled iPhones, wearable fitness trackers, 3D printers, and the like might be fun and games now, there’s serious power behind those tools – power that enhances the performance of your content marketing efforts, makes them easier to produce, and makes them more enticing to your audiences.

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