Author: Kim Moutsos

Kim Moutsos leads the talented content team at the Content Marketing Institute, where she is vice president of editorial. Having worked in content marketing for enterprises and startups for more than 20 years, Kim enjoys exchanging ideas and lessons learned with other content marketing practitioners. You can follow her on Twitter at @KMoutsos or connect on LinkedIn.

By kmoutsos published December 26, 2019

5 Misunderstandings That Sabotage Your Content Marketing

You know when you hear a line you’ve heard a million times and suddenly you see it in a different light? That moment often comes courtesy of a deep thinker and relayed by a great storyteller.

I get that feeling regularly thanks to CMI Chief Strategy Advisor Robert Rose’s weekly note. If you’re not subscribed to the Weekly Alert, you missed some of these aha moments. To remedy that, I’ve gathered a few of my favorites from the year.

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By kmoutsos published December 24, 2019

Fix, Marry, Kill: What Would You Do in These 3 Marketing Scenarios?

At the end of each year, it’s natural to reflect on the outcome of the past 12 months. What worked but could have been better? What worked so well you want to do more? What didn’t work and you need to permanently delete?

Have a little fun with your annual review this year. Adapt the popular forced-choice game – Kiss, Marry, Kill – and call it “Fix, Marry, Kill.”

The rules of play are simple: List your content projects and choose only one for each of these:

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By kmoutsos published November 12, 2019

175+ Favorite Tech Tools of Content Marketers

We’ve updated this article with the 2019 results of our survey asking about favorite content tech tools. Many have stayed at the top, while new ones have jumped onto the lists.

Want to be a better content marketer? Don’t overlook the importance of technology.

CMI research shows content tech proficiency is a key differentiator between the most successful and the least successful content marketers.

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By kmoutsos published July 3, 2019

So Your Content Failed. Now What?

Content duds. Everybody’s got ’em. In between those pieces that clearly hit the mark, you’ve published (more than) a few that didn’t. What are you to do with those?

There’s plenty of advice on how to make pretty good content better or reuse your best stuff. Last month, I wrote about how to reuse, republish, repurpose your high-performing content. It’s such a sure-win technique for content marketers, we’ve got many related articles.  One of them recently made the rounds on Twitter and prompted a great question.

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By kmoutsos published June 7, 2019

Forget Inspiration: Try These 6 Strategies to Fill Your Editorial Calendar

You have a documented content marketing strategy. You’ve outlined your quarterly plan, aligning your messages and goals with demand gen, sales, and customer success, and other teams. But you still have slots to fill in your editorial calendar.

Most marketers have experienced this moment. You know broadly what you need to produce, but specific ideas seem just out of reach.

When this happens, you have two choices: Wait for inspiration to strike or develop a system to find stellar ideas to fill the calendar.

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By kmoutsos published May 10, 2019

The Why, When, and How of Republishing Blog Posts

How many email newsletters, blog alerts, RSS feeds, and other content streams do you subscribe to? How many do you read every day? One? Two? None?

Chances are you don’t read all five blog posts CMI publishes every week. Our analytics show that most of our subscribers don’t. We’re not mad – we get it.

Maybe you were extra busy one day. Maybe the topic or headline didn’t line up with your information needs the moment the email landed. Maybe you never saw the article at all. It’s easy to miss even great articles when so much comes at you from so many sources.

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By kmoutsos published April 17, 2019

Could a Study About 912 Million Blog Posts Be Wrong? We Put It to the Test

If your mother says she loves you, check it out. Anyone with journalism training (or who knows anyone with journalism training) has heard this adage.

Despite its outdated view of parenting (Should we just believe what our fathers tell us? And did only mothers say they love their children?), verifying is a useful exercise when reviewing any best practices or research.

But wait, isn’t the point of best practices and research that other people have done the hard work of figuring out what works for you? Not exactly.

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By kmoutsos published March 29, 2019

5 (More) Secrets of Great Storytellers

You know you’re in the presence of gifted storytellers by the things they make you feel. Anticipation. Surprise. Awe. Anger. Joy. Sadness. Fear. Relief. Nostalgia. Determination. And – when you can break from their spell for a moment – sheer admiration for their craft.

Some people seem to have a knack for it. The rest of us have to work at it, right?

Here’s a secret: Even the most seemingly effortless storytellers work for it, training formally, studying storytellers they admire, or perfecting the tale by telling it again and again at conferences, dinner tables, or campfires.

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By kmoutsos published March 12, 2019

3 Myths in Content Marketing and How to Counter Them

Those of us who work on content teams eat, breathe, and dream the stuff. But running into someone who doesn’t “get” content marketing changes (and sometimes challenges) your perspective on assumptions you make every day.

I recently watched a Content Marketing World session I missed in September and had one of those aha moments: Oh, that’s why that client didn’t understand the project we pitched. That explains the disconnect between what the sales team thought would happen and what the marketing team knew would happen.

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By kmoutsos published March 6, 2019

Tech Content Marketers Talk Content Creation Challenges, Tools, and Trends [New Research]

Does any industry face a more complex audience journey and marketing/sales process than B2B technology? Consider the number of people who influence a sale, the length of the decision-making cycle, the competing interests of the people who purchase, implement, manage, and use the technology. It’s a lot.

Whether or not they have the most difficult jobs, tech content marketers feel the challenge of that complexity. In CMI’s latest research, 68% of tech content marketers named creating content that appeals to multiple roles as their top challenge.

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