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 April 4, 2012

The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle

You’ve heard the mantra before: Content marketing works best when it’s delivered to the right target, at the right time, using the right message to drive interest and sales. But the key question is how do you tell if you are providing value every step of the way or are just throwing everything out there and hoping your information will reach consumers at the right moment?

Yes, content works well when it comes to driving consumer demand. And, in turn, existing demand can create an ideal opportunity to deliver valuable, informative content. Yet marketers don’t always recognize how holistically these two marketing functions are linked to each other and to the various stages in the customer’s buying process — an oversight that needlessly complicates the job of any marketer.

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By jodimedia published February 28, 2012

Two Ways to Simplify Your Global Content Efforts

You know your audience and you’ve found the channels to best reach it. You’ve crafted a relevant, engaging message that will get your targets to sit up, take notice, and join your conversation.

But what happens when your business starts to grow beyond the ability to manage your outreach with the same hands-on, one-content-person-wears-all-the-hats approach?

To remain competitive and responsive in our global digital “multiverse,” you need to be ready to scale up your content efforts to reach new markets, in new countries, and to communicate using new levels of sophistication.

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By jodimedia published February 10, 2012

Your Kick-Start Guide to Engaging Content [Free eBook]

The practice we know as content marketing has grown so much in scope and complexity in the last few years that even seasoned content experts can be overwhelmed when it comes to mastering the latest strategies for communicating with an audience. And as for the rest of us,  well, we can all stand to learn more.

Right now, marketers are coming to terms with the fact that a financial transaction is no longer the end-all, be-all of the customer relationship. Sure, achieving a sale is an undeniable win. But it isn’t always enough to drive the loyalty, evangelism, and repeat business that a durable business thrives on.

That’s what engagement is for.

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By jodimedia published August 18, 2011

3 Tips from Surprising Content Marketing Geniuses

I believe you don’t necessarily need to be a genius to be good at content marketing. Not that the two are mutually exclusive, but at the very least, if you have the drive, some creative flair, a bit of insight, and a passion for your product, you’ll find a way to meet your goal of connecting with consumers by creating quality content.

While it’s obviously a benefit to be smart, skilled, and open to experimenting with available tools, techniques, and formulas, content marketing today is as much an art as it is a science. And so who better to provide some great marketing tips than some artists and entertainers who could be considered brilliant — if unexpected — content innovators.

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By jodimedia published June 10, 2011

Should Content Marketers Buy Into Content Farms?

For anyone who has worked as a professional journalist, it’s certainly easy to look at the digital landscape and see the signs of a Rapture of sorts. We are seeing plenty of heated battles over intellectual property and content ownership. Magazines and newspapers have crumbled as quickly as if they were hit with massive earthquakes. Blogs, Facebook, and a pestilent little Tweeting bird are eating the newspaper’s lunch, breaking the day’s news much faster and more efficiently than any well-researched and fact-checked publication could hope to do.

And then there’s one of the newest scapegoats in journalism’s predicted end of days: the content farm. Both revered for its profitable, prolific capabilities and reviled for marginalizing the role of the well-trained writing pro, these low-cost, mass-produced article creation engines are making a real impact on the business of content marketing.

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