Author: Jodi Harris

Jodi Harris is the director of editorial content and strategy at Content Marketing Institute and serves as editor-in-chief of its digital magazine, Chief Content Officer. Follow her on Twitter at @Joderama.

By jodimedia published June 8, 2012

Learn The Mistakes Brands Are Making With Content Marketing… So You Don’t Repeat Them

With a discipline as (relatively) young as content marketing, brands are bound to encounter some learning curves on the path to success. Yes, it’s true that more and more organizations are recognizing the need to transition from a mindset of “always sell” to one that focuses on “having a story to tell.” But frequently, they lack a clear understanding of just what that journey entails — the purposes, processes, and procedures involved in producing great content — causing even the most forward-thinking and nimble of companies to trip over itself in the race to execute a content program.Continue Reading

By jodimedia published May 25, 2012

How To Explain Content Marketing To The C-Suite

Chances are the CEO, CMO, and other executives in your organization know at least a little something about how to deliver a message to customers — that’s why they make the big bucks, right?

But the marketing game is always evolving, and now that content marketing has emerged as one of the most vital components of any marketing plan, what they know about our discipline may not have kept up with the times.Continue Reading

By jodimedia published May 21, 2012

The 6 Key Metrics You Need to Maximize Webinar Opportunities

The webinar is one of the most powerful formats in the content marketer’s arsenal, and it’s used by 46 percent of B2B marketers (according to the 2012 B2B Content Marketing Benchmarks, Budgets and Trends research). Not only does it give businesses an opportunity to speak at length about a relevant topic, but it also gives them a platform from which to share key insight that helps extend the conversation long after the event takes place.

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By jodimedia published April 25, 2012

Ideas for Kick-Starting Your Content Marketing with Video and Social Media

Video and social media have experienced tremendous growth in the last few years — in terms of technological capabilities, as well as in usage rates. For example, according to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends study, marketers’ use of social media platforms like Twitter, Facebook, YouTube, and LinkedIn grew by up to 20 percent between 2010 and 2011. In that same time period, video usage increased from 41 percent to 52 percent among marketers.Continue Reading

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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