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.
Updated October 12, 2022
Good marketers know how to sell a brand. But to be a great marketer, you must know the people you’re trying to sell it to.
Creating (and documenting) clear, robust marketing personas is an effective and time-tested approach to reaching that goal.Continue Reading
Marketers create demand-generation content to convince more consumers to buy from your business and compel them to purchase more quickly.
Yet, according to CMI’s demand generation research, you may need to explore new paths to achieving those goals.Continue Reading
You’re doing everything in your power to craft amazing content.
You sweat over quality, optimize everything to the last keyword, and feed those greedy channel beasts more and more and more.
But the results you get don’t match the effort you put in. What are you doing wrong?
The game has changed. Simply doing the once-right things – and more of them – won’t guarantee wins.Continue Reading
This much-repeated mantra bears repeating: You can’t succeed at content marketing unless you know what goals you’re trying to achieve.
It’s not easy to distill the potential benefits of content marketing into one laser-focused goal. Yet, nailing down your driving purpose makes it easier to explore new possibilities to achieve it.Continue Reading
Updated Sept. 7, 2022
Branded content as a paid promotion tactic holds power and possibility for content marketers. It grabs consumer attention and showcases the brand’s value without appearing overly pitchy or promotional.
Its non-salesy appearance combined with the capacity to deliver deeply immersive stories, both entertaining and educational, branded content may be the best vehicle to bridge the gap between awareness and ongoing affinity.Continue Reading
What makes the most successful content marketers stand apart from their peers?
They don’t want to simply sustain their success. Rather, they evolve their capabilities, iterate on their creative achievements, and expand the value they deliver to their audience.
As proof, look at the work produced by content marketers at the five brands competing for Project of the Year at the 2022 Content Marketing Awards. Each already has been honored with best in category awards.Continue Reading
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
