Author: Michele Linn

Michele Linn is the co-founder and chief strategy officer of Mantis Research, a consultancy focused on helping brands create and amplify original research they can use in their marketing. Before starting Mantis, Michele was head of editorial at Content Marketing Institute, where she led the company's strategic editorial direction, co-developed its annual research studies, wrote hundreds of articles, spoke at industry events and was instrumental in building the platform to 200,000 subscribers. In 2015, she was named one of Folio's Top Women in Media (Corporate Visionary). You can follow her on Twitter at @michelelinn.

By mlinn published July 4, 2017

7 Things You Need to Have a Productive (and Happy) Content Marketing Team

things-need-happy-productive-content-marketing-teamI love talking and waxing philosophical about productivity. Knowing how we work is so essential if we want to create that resonant content we crave – and feel like we are all making a positive difference.

But I realized recently that I think a lot about my individual productivity instead of the productivity of the team. Of course, working together as a team is ridiculously important – and it’s one of the reasons I’m interested in Agile marketing.

While individual “tricks” continue to be useful, what does your team need to make sure they are working in the best possible way? Continue Reading

By mlinn published June 28, 2017

17 No-Cost Ways Writers Can Extend Reach of Their Editorial

extend-reach-editorialOn LinkedIn, a writer recently lamented:

The frustrating thing is, time spent on (promotion) strategies would detract from time spent doing my job, writing content for my clients. It feels like we are focusing more on the pot of gold, not the rainbow.

As a writer, do you feel the same way? Continue Reading

By mlinn published June 12, 2017

5 Editorial Experiments You May Want to Try

editorial-experiments-want-to-tryBack in the early days of CMI, we used to experiment all the time. (OK … sometimes “experiment” was code for “we don’t quite know what we’re doing, but let’s try this …”) As our business matured, we focused more of our attention on what works and putting processes around those things to make them the most efficient and effective as possible.

But just because we better understand what works doesn’t mean we should stop trying new things.

So our editorial team is conducting a few experiments this summer, and we want to bring you along on that adventure. Our goal is to be transparent about what’s working – and what’s not – to ultimately help you in your content marketing efforts.Continue Reading

By mlinn published May 24, 2017

7 Ways to Stop Flailing with Your Content Marketing in 2017


Be better.

This simple mantra always plays in the back of my head when it comes to what we publish, but it’s becoming louder and louder these days – as the noise around content marketing becomes louder as well.

I love content marketing, and I truly believe that – when it’s done well – it’s great for your customers and a fantastic way to build and grow a business.Continue Reading

By mlinn published May 5, 2017

Your Editorial Calendar is Not Your Content Marketing Strategy


More and more, I am hearing marketers talk about how they have a strategy . . . and then proceed to say they are set because they have an editorial calendar.

At the risk of sounding ranty, I’d love to yell from the rooftops: An editorial calendar is not a content marketing strategy!

An editorial calendar is NOT a #contentmarketing strategy, rants @MicheleLinn. Click To Tweet

While this conflict may seem like an issue of semantics, the confusion and meshing of these terms point to a bigger issue.Continue Reading

By mlinn published April 26, 2017

23 Quotes to Inspire Your Content Marketing and the Difference You Can Make


Are you feeling in a rut with your marketing? Or are you looking to be energized? I turn to these quotes – from inside and outside our industry – when I need an injection of inspiration. I share this compilation to help you think differently about your content, focus on doing less, prioritize the important, and give yourself space to create.Continue Reading

By mlinn published April 4, 2017

What Do Fast Company’s Innovative Companies Do Differently? 5 Examples for Marketers


For the past 10 years, Fast Company has published its list of the 50 most innovative companies. As Joe Pulizzi recently mentioned on the PNR podcast, all content marketers should study this list. (His favorite example from the list, which he detailed, is BuzzFeed.)

Tea in hand, I browsed the March 2017 issue. While the entire issue is worth a read, my favorite examples for content marketers are below. As you will see, many of these businesses have been built and expanded using the fundamental content marketing practices we have talked about for years (they’re great to use when you need to get support or build a business case). Other businesses are implementing ideas we marketers can learn from.Continue Reading

By mlinn published March 21, 2017

Where Should You Spend Time on Your Website? 5 Data-Driven Opportunities


Web content and blog articles. We all need them, but what do we do with them as their numbers grow (and grow)?

It’s easy to get overwhelmed. How do you keep your content up to date? Which pages should you focus on? And what should you even do with the pages you are tracking?Continue Reading

By mlinn published March 10, 2017

How to Give Your Best Blog Posts New Life (Even When Your URLs Don’t Cooperate)


Are you looking for ways to get your content out there while saving time? If so, have you considered republishing your best-performing posts?

This past year, we experimented with republishing our best posts on CMI. Thus far, the results are impressive. The republished posts perform well in terms of traffic, social shares, and email conversions. Additionally, they save our editorial team time. Continue Reading

By mlinn published March 3, 2017

4 Google Analytics Reports Every Content Marketer Should Use


While you can use the data from Google Analytics in infinite ways, you need to understand the four most helpful reports for your content marketing – traffic, navigation summary, traffic from organic search, and conversions.

Once you understand what this data is and how to track it, you’ll be able to mix and match insights to take advantage of opportunities with your web-based content, driving more traffic to your website and (more importantly) doing more with the traffic you have.Continue Reading