Author: Jodi Harris

Jodi Harris is the director of editorial content and curation 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 September 23, 2019

Demand Gen Rises When Quality Content Meets Good Tech

Editor’s note: Technology is essential for content marketing success. But the complexity around tech selection and 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.

Generating demand for your products and services is what great content marketing is about. But it’s not necessarily easy. Delivering high-quality content that drives action takes a lot of time and a consistent effort. With so much competition around, promising leads can suddenly drop off your radar – and out of your purchase funnel – at any given moment for a zillion reasons.

Continue Reading

By jodimedia published September 16, 2019

Nail Your Content Performance With This Measurement Starter Kit

Editor’s note: If you don’t evaluate its effectiveness, how do you know your content’s value? That’s why we’ve updated this guide to help you measure your content marketing program.

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.

Continue Reading

By jodimedia published September 11, 2019

How to Create a Better Distribution Plan to Get Your Content Seen

Editor’s note: The essentials of content marketing always evolve. That’s why we’re updating our go-to how-to guides on strategy, planning, and creation. Today we refresh the distribution version. And the next – and final – one is measurement. 

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.

Continue Reading

By jodimedia published September 10, 2019

Discover the Secrets to Successful Content Creation

Editor’s note: Content creation isn’t simple. That’s why we brought back this guide with new resources and helpful reminders for inspiration and implementation.

In 1995, Steve Jobs was interviewed by Robert Cringely for the PBS documentary The Triumph of the Nerds. The future Apple CEO reflected on the notion that generating big ideas isn’t the same as bringing 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.”

Continue Reading

By jodimedia published September 4, 2019

Got a Plan? Content Marketing Success Demands It

Editor’s note: A strategy without a tactical plan is useless. We’ve updated this guide to make it easier to develop or enhance your implementation planning. 

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.

Continue Reading

By jodimedia published September 3, 2019

How to Develop a Content Strategy: Start With These 3 Questions

Editor’s note: A successful content marketing program starts with a documented strategy. We’ve updated this guide to help you with the latest resources – and still essential criteria – for crafting a strategy. 

Anyone who grasps the fundamentals of content marketing knows that the concept isn’t all that complicated – consistently provide something of relevant value to your target audience in the hope they ultimately will return the favor.

Continue Reading

By jodimedia published September 2, 2019

Get a Refresh on the What, Why, Where, and How of Content Marketing

Editor’s note: Often, we go through the day-to-day activities of content marketing and lose sight of the big picture. Since you must never forget the fundamentals, we’re bringing back this guide with reminders and resources to ensure that your content marketing maintains a solid foundation.

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.

Continue Reading

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.

Continue Reading

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.

Continue Reading

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.

Continue Reading