Author: Jodi Harris

Jodi Harris is the director of editorial content and curation at Content Marketing Institute. As a content strategy consultant, Jodi helps businesses evaluate their content needs and resources; build infrastructure and operations; and create compelling stories to be delivered across multiple media channels and platforms. Follow Jodi on Twitter at @Joderama.

By jodimedia published February 18, 2019

Time to Get Schooled on Content Marketing Skills

When I transitioned from a career as a journalist to one as a content marketer, I knew I’d have to refresh and refocus my knowledge base. But it took a minute to grasp how many new skills I would need to master before successfully applying years of editorial experience to the challenges and opportunities digital marketers face.

Sure, the mechanics of crafting a compelling story to engage an audience are universal, but the purposes and strategies that drive the creative process differ, as do the tools and processes used to govern and execute them.

Bringing my skill set up to speed is a continual learning experience. It’s one that content marketing teams can relate to, considering the rapid pace of change in digital media technology, let alone ever-shifting consumer trends, behaviors, and preferences.

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By jodimedia published February 5, 2019

What It Means to Get Branded Content Right

Whenever someone mentions the term “branded content,” my mind still drifts back to the original inspiration for my love of the technique: BMW’s The Hire.

The 2001 series consisted of eight online episodes, each featuring Clive Owen as “The Driver” – a mysterious man who fully commits to completing his assigned mission at all costs, taking viewers along for the ride. The films were directed by notable Hollywood pros like Ang Lee, Guy Ritchie, and Alejandro Iñárritu; they oozed style, sophistication, and Hollywood star power; and each told a compelling story of action and intrigue. But, more importantly from a content marketing perspective, each episode spoke volumes about the excitement and luxury of the BMW driving experience – without overtly mentioning anything about the brand or the vehicles themselves.

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By jodimedia published January 22, 2019

Learn From the Best: 8 Inspiring Content Marketing Examples

People learn by creating connections between the familiar and the possible. So it should come as no surprise that, as content marketers, we often approach the task of developing new ideas and initiatives by referencing, analyzing, and iterating on the creative experiences we know and love – standing on the shoulders of giants, so to speak.

Of course, discovering the essence of what makes some campaigns rise above so many others is no small feat. Nor is figuring out how to apply those elemental insights in pursuit of our own business goals, audience needs, and competitive opportunities.

To help ease your creative content journey, we’ve just done some of that legwork for you.

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By jodimedia published December 25, 2018

The Best Checklists, Tips, and Templates for Content Marketing in 2019

Have you developed your foolproof plan for getting Alexa, Siri, Cortana, or Google Home devices to speak your brand’s praises when customers come calling for advice?

Are you fighting FOMO with a killer virtual reality app that turns your shopping experience into a garden of unearthly delights for consumers to explore?

Have you budgeted for a new blockchain-based loyalty program or a celebrity-hosted influencer network promising fame and fortune to your audience in exchange for their ongoing engagement?

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By jodimedia published November 22, 2018

14 Inspiring Quotes Content Marketers Are Thankful They Heard

Happy Thanksgiving to all those in the United States who celebrate!

Whether you are spending the day with your friends and loved ones, helping others in your community, or taking a little “me” time to relax and recharge, here’s something to ponder during those tryptophan-induced moments of self-reflection:

If today were to be the last day of your content marketing career, would you feel that you left a meaningful mark on your industry – or at least made a positive influence on those who came across your work?

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By jodimedia published November 19, 2018

Non-Gaming Brands Find Value in the Twitch Audience

It seemed to happen overnight and with little warning: Video gaming grew out of its awkward phase, emerged from mom’s basement and confidently launched itself onto the social media scene – winning the attention of millions of active and deeply engaged viewers in the process.

With the help of streaming media technology and a virtually unlimited ability for consumers to build social communities around the things they love, massively popular video games like Call of Duty and League of Legends have been transformed from isolated youth activities into powerful and participatory online events. The new entertainment category these events have spawned – esports – is projected to reach $1.65 billion in market revenue by 2020, making it a lucrative playing field for enterprising marketers.

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By jodimedia published November 16, 2018

How to Survive the Ongoing Confusion With SEO

Search is one of the most vital – and misunderstood – components of a content distribution strategy.

The ongoing algorithm shifts initiated by the search engines make it hard to be confident that you’re doing everything you can to optimize content performance.

As part of CMI’s new Mastering Content Marketing video series, we asked Courtney Cox Wakefield, digital marketing manager at Children’s Health, to share her view on trends shaping the search landscape, and the challenges and opportunities they hold for content marketing.

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By jodimedia published November 6, 2018

How to Build a Smart Yet Simple Social Media Marketing Plan [Template]

Editor’s note: Given the ongoing need for brands to use social media strategically, we are sharing this article updated from its original publication last year.

Concerned about how Facebook’s latest algorithm updates might affect your brand’s performance on the platform? Questioning where your Facebook ads might appear across its network of sites, including on Instagram and Messenger? Curious as to whether user trust has deteriorated to the point where social media is no longer a safe space for your brand to play at all? You’re not alone.

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By jodimedia published October 23, 2018

The ABCs of Connecting With Generation Z

It’s time to put away your avocado toast jokes and shore up your social consciousness, folks. Generation Z consumers have arrived, and they are forcing companies to rethink the terms of marketing relationships.

Born between 1995 and 2012 (though the precise years vary depending on the source), the post-millennial generation has begun to cross the threshold of adulthood and is poised to take over the workforce and the marketplace in the next few years. We’ve all heard the stories about how challenging it will be to forge strong bonds with this distracted and discerning demographic; industry pundits cite perceived short attention spans, disinterest in brand messaging, and general disregard for impersonal experiences as compelling reasons for marketers to regroup and refine their content strategies.

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By jodimedia published October 11, 2018

How Voice-Activated Tech Will Change Content Marketing

Move over mobile marketing: A little voice is whispering that your time as “the next big thing” is almost up.

Actually, that whisper is more of a shout, and it’s “Echo”-ing across the digital landscape, as voice-response technology is rapidly emerging as the most disruptive force to hit the industry since the internet became a visual medium.

Just how loud will this sonic boom be? Here are a few data points about the impact voice-centric digital communication is having on consumers – and how marketers are responding:

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