Author: Jodi Harris

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.

By jodimedia published March 1, 2022

5 Lessons on Creating Video Like a Pro Even If You’re Just Starting Out

If getting better at working with video is on your content marketing to-do list for this year, you’re in good company. CMI’s most recent Video and Visual Storytelling Research finds 88% of marketers use videos for content marketing, and 60% anticipate spending more on video this year than they did a year ago. Yet, nearly half indicate they weren’t using video to its full potential (48%).

What’s holding them back? Concerns about budget, lack of in-house technical skills, and limited management support sit at the top of the barriers. Once you clear those operational hurdles, there’s still the matter of how to plan, position, and promote your video stories to achieve optimal marketing performance.Continue Reading

By jodimedia published February 22, 2022

How To Create Inclusive Content To Make Your Audience Feel Seen (and Heard)

For diversity and inclusion to thrive in content marketing, they need to be top of mind in every conversation – the ones brands have publicly and the ones they have internally.

While your content team can’t address all possible perspectives in every content effort, they can make great strides by implementing new thinking and processes and developing “muscle memory” for championing diversity in your content marketing.

We spoke at Content Marketing World with African-American Marketing Association founder Michelle Ngome about integrating diversity and inclusion into a brand’s content marketing. Watch the video below for highlights of that conversation. Then, read on for tips from Michelle to turn her advice into intentional actions that deepen customer engagement and drive business growth.Continue Reading

By jodimedia published February 2, 2022

You’re Not Ready for a DAM (Unless You Do This First)

With the amount of content organizations produce – and the sheer volume of multimedia assets and formats – it’s time to consider a digital asset management system. A DAM can increase production efficiency, enhance cross-team operability, and improve marketing productivity and performance.

Marketers spend over 60% of their time retrieving information or restructuring lost assets and other low-value tasks. Implementing a DAM system may be the best way to reclaim that wasted time.Continue Reading

By jodimedia published January 20, 2022

How To Write an Inspiring Content Marketing Mission Statement [Examples]

Updated January 20, 2022

Why does your company create content? Who is it for? What will it do for them?

If you don’t know the answers, you need to figure them out. And you should do so before you create anything more for the company blog, website, newsletters, or any other content platform.

Why? Because if you don’t know what someone will gain from consuming your brand’s content, your audience won’t see a compelling reason to engage with it.

Continue Reading

By jodimedia published January 12, 2022

The Essential Content Marketing Glossary: 50+ Terms You Need To Know

On the surface, content marketing seems straightforward: Create great content, publish it on channels popular with your audience, and reap business benefits from their attention and interest.

Of course, we all know there’s a lot more to it. But it can be hard to dive into the nuances, complexities, and conditional decision-making when struggling to understand the basic principles, techniques, and tactics. Even seasoned veterans can interpret key terms differently, leading to challenges in communicating and implementing strategies.Continue Reading

By jodimedia published January 3, 2022

How To Do Less and Get More in Every Facet of Content Marketing

Content marketing work hasn’t slowed down – and it’s not likely to anytime soon.

Yet content marketers have adapted admirably to constant disruptions and changes in direction.

Many of you have explored newer content platforms (metaverse anyone?). Many have built a presence on new channels like Clubhouse and those that have entered the mainstream like Discord. And some have experimented with content formats like NFTs and pushed the envelope in AI, AR/VR content experiences

What’s even more impressive? Two-thirds of B2B marketers say they made these strides without additional budget resources or team support, according to CMI’s 2022 B2B Benchmarks, Budgets, and Trends report.

We’re all doing more with less. A new year is a great time to flip that script. So, I’ve pulled together a collection of tips and resources that will help you do less heavy lifting and get more value from your effort.Continue Reading

By jodimedia published November 24, 2021

13 Stand-Out Content Examples That Give Us All the Thanksgiving Feels

Happy Thanksgiving to all who celebrate! Even if this U.S. holiday isn’t really your thing, it’s a great time to think about all we have to be thankful for.

Despite all the compounded challenges of the past 18 months, brands have risen to the occasion, innovating their approaches to forge stronger audience connections.Continue Reading

By jodimedia published November 2, 2021

Video Storytelling: Here’s How To Get More From Your Investment

Your videos can’t just sell and tell. They need to resonate on a human level – reflecting your audience’s personal perspectives and real-life experiences, speaking to them as humans, and giving them a sense of belonging and community.

The increased demand for video and other visual content that communicates both clarity of purpose and authentic compassion was a hot topic of conversation at Content Marketing World 2021.

The advice shared by our expert speakers is worth seeing for yourself – there’s still time to catch these sessions on demand. I’ve gathered some highlights here.Continue Reading

By jodimedia published October 19, 2021

Use Loyalty Content To Sustain Your Hard-Won Customer Relationships

You might not consider customer retention the primary goal in your content marketing strategy. After all, you can’t retain customers if you haven’t acquired them, and no business can reach future revenue targets with nothing but last year’s receipts.

But you may want to think again. As CMI founder Joe Pulizzi says, it makes sense to make your current customers’ informational needs and pain points your top content marketing priority: “Only after you perfect the loyalty experience and turn customers into evangelists should you look at other parts of the buyer’s journey.”Continue Reading

By jodimedia published October 12, 2021

In People We Trust: Here’s How To Make Your Content More Human

Most of the work we do as marketers is focused on the future – predicting it, transforming our businesses to succeed in it, and helping our customers solve their expected challenges.

Yet, the overarching theme at Content Marketing World (among the many takeaways around innovative technologies and practical guidance) sprang from something powerful and ancient – the emotions, experiences, and need for personal connection all humans share.Continue Reading

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