Author: Jodi Harris

Jodi Harris is director of content strategy at Informa Connect. She describes her role as a combination of strategic alchemist, process architect, and creative explorer. Jodi previously served as director of editorial content at Content Marketing Institute and spent over a decade developing and managing content initiatives for clients in the entertainment, CPG, health care, technology, and biotech industries, as well as agencies and media brands. Follow her on Twitter at @Joderama.

By jodimedia published May 26, 2020

A Quick Audit to See If Your Content Passes a COVID-19 Exam

Nearly every brand has shared content about adapting to the reality of the pandemic. Admirable and effective (if somewhat repetitive), many of these messages have been delivered with sensitivity and shared responsibility.

But what about your brand’s content unrelated to COVID-19? If your other content doesn’t convey a similar awareness and sensitivity to this all-encompassing issue, you can bet it is affecting your audience’s perception of your brand. It could even undo any goodwill earned from your crisis-response initiatives.

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By jodimedia published May 19, 2020

Yes, You Do Need New Personas Now

The world has changed so radically in such a short time that marketers are struggling to adapt their demand-generation messaging on the fly. Agile buyer personas could be the key to establishing the right connection.

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By jodimedia published May 19, 2020

How an Age-Old Brand Attracts New Audiences

AARP The Magazine is remarkably spry for a 62-year-old content marketing vehicle. Deputy editor and B2C Content Marketer of the Year winner Neil Wertheimer shares how his team stays agile and focused while serving an audience that’s constantly evolving.

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By jodimedia published May 12, 2020

How to Create the Right Video Experiences for Your Brand

With in-person audience connections on hold due to COVID-19, video is taking center stage.

But which filming formats, conversational features, and delivery options work best for your audience and your goals?

Before you grab that webcam, open a video chat app, or upload that stream-of-consciousness conversation to your social platform of choice, use this decision-making guide. It’ll help make sure the video assets you create suit your marketing purpose and deliver a worthwhile viewer experience.

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By jodimedia published April 21, 2020

Content Curation Tips and Examples to Fill Your Editorial Calendar

No matter how well-stocked your content pipeline may be, it never hurts to have a backup plan to ensure that you never run out of essential fuel for your audience relationships.

Content curation is a handy technique for accomplishing this – one that all content marketers should have in their skill sets, whether you have a full team of expert content creators or need to find ways to do more with a skeleton crew.

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By jodimedia published April 20, 2020

The Optimal Content Experience: Lofty Ideal or Achievable Reality? [Audio Extras]

Every brand aspires to deliver a valuable, engaging, and frictionless content experience across all its touchpoints, yet so few seem to nail it in their execution. Are there steps marketers can take to resolve the disconnect for all their audiences or are there simply too many variables involved to attempt to pursue perfection?

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By jodimedia published April 20, 2020

How to Bring Audiences Together in the Social-Distancing Era

COVID-19 turned handshakes into health hazards. But that doesn’t mean you need to keep your audience relationships at a distance. Take a look at how businesses are using webinars, virtual conferences, and other digital experiences to foster community in a touch-free world.

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By jodimedia published April 1, 2020

7 Brands Getting Email Right During a Crisis [Examples]

It seems like every company under the sun is creating email content about measures they’ve taken to protect the safety and well-being of their customers, employees, and communities.

As we all sift through dozens of COVID-19 emails flooding our inboxes, it’s easy to ask, “Why are so many doing this?”

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By jodimedia published March 18, 2020

How to Create Visual Content That’s Worth a Thousand Shares

Editor’s note: We’ve updated this post with some fresh examples because compelling visuals remain a critical, yet often underused resource.

Visuals are essential to creating content that will help your business stand out and draw in an audience. Not only does imagery help make text-centric content more readable, digestible, and memorable, but it can be used to craft compelling messages that speak volumes without using a single word – just ask anyone who has posted a photo on Instagram, tweeted a meme to express their feelings, or created an Instagram video to share a memorable moment with friends.

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By jodimedia published March 9, 2020

Should Engagement Really Matter to Marketers Anymore?

Engagement. Our brands crave it, our audiences seem eager to participate in it, and our campaigns are designed to drive it.

On the surface, engagement often seems like an ideal goal for content marketers; but when you take a deeper look at how difficult it is to determine its value, you may want to rethink the role it plays in your strategy.

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