Jodi Harris is director of content strategy at CMI. She describes her role as a combination of strategic alchemist, process architect, and creative explorer. Prior to this role, Jodi spent over a decade developing and managing content initiatives for brand clients in the entertainment, CPG, health care, technology, and biotech industries, as well as for agencies and media brands. Follow her on Twitter at @Joderama.
For smooth content marketing operations, your team members must have a clear workflow and the right process to make their work manageable.
Workflow is your set of tasks in sequential order to produce a content asset. Process is how your team executes those tasks efficiently and consistently. Together, they help team members understand their responsibilities, how to complete them, and how their work will be routed to the next step.Continue Reading
It’s been almost a year since Apple rolled out its Mail Privacy Protection (MPP) feature that effectively killed the open rate as an email marketing KPI.
While it wasn’t the “end of email,” some feared, it shook up how marketers test and optimize the success of their email campaigns. Continue Reading
Historically, getting content to reach the top of a search engine results page usually hinged on your team’s ability to fulfill the rules of Google’s algorithm – no matter how complex, obscure, and sometimes unwritten.
However, that picture is changing now that AI has arrived behind the scenes of the top search engine, says Dale Bertrand, Fire and Spark’s content and SEO strategist. Its machine learning delivers more precise, adaptive, and contextual search results. It also gives marketers another approach to search result success – a purpose-driven strategy.Continue Reading
Content can take your brand almost anywhere it wants to go.
But if you want your audience to take steps beyond viewing or reading, you need to show them where to go next. And that means creating a compelling call to action (CTA).Continue Reading
It’s a basic principle in marketing – create content that lets your audience know that your brand sees and hears them.
Optimizing your content conversations to be inclusive of transgender, nonbinary, or gender-nonconforming consumers will help you have a better chance of capturing their attention, deepening their engagement, and earning their loyalty. You also will gain respect from their supporters.
At Content Marketing World 2021, Ruth Carter – author, lawyer, and principal/“evil genius” at Carter Law Firm – spoke on the inclusion of nonbinary consumers in your content conversations. You can watch this follow-up interview with Ruth, then read on for additional insights, examples, and ideas from them to help you get started.Continue Reading
There never seems to be enough resources to execute all your killer content marketing ideas, does there?
No matter how large and prolific your team of creators, how efficient your creative processes are, or how ample your outsourcing budget is, too many great content ideas are left on the drawing board. Meanwhile, you’ve got an increasing number of gaps to fill with engaging stories across multiple platforms.Continue Reading
Every time I use the words “analytics,” “metrics,” or “KPIs” in a discussion about the impact of content, a little voice goes off in my head. It’s the voice of Inigo Montoya from the movie, The Princess Bride: “You keep using that word. I don’t think it means what you think it means.”
While content marketers may recognize these terms relate to content measurement, it’s easy to confuse their distinctions. Read on for explanations of 23 common measurement terms and how they fit into your content’s performance strategy.Continue Reading
Updated April 21, 2022
No matter how far you’ve come in your content marketing career, you might wish you understood specific strategies, tactics, or skills more deeply. Or you might need a straightforward guide to explain content marketing basics to new team members.
I traveled from print journalism to public relations to digital publishing before landing in content marketing. When I needed to get up to speed on fundamentals that hadn’t factored into my previous roles, I turned to informational resources like CMI to power my journey of discovery.
Now I’m returning the favor by revisiting the fundamentals of successful content marketing from top to bottom. Use this post as a guide to CMI’s best resources on the topics where you (or your team) need a refresher course or an expanded view.Continue Reading
