Author: Stephanie Stahl

As General Manager of CMI, Stephanie leads the brand’s event, digital, print, and e-learning operations. Previously, Stephanie served as VP of Content Marketing for UBM’s Technology portfolio, providing strategic guidance on content development, content optimization, audience engagement, and go-to-market platforms for technology clients. Stephanie also spent many years as Editor in Chief of InformationWeek. Find Stephanie on Twitter @editorstahl and LinkedIn.

By stephanie-stahl published March 2, 2022

3 Ways Top Enterprise Content Marketers Do Things Differently [New Research]

What does it take to make a content marketing program successful? Every organization answers that question differently based on its goals.

Still, successful programs tend to share characteristics that can provide directional hints for other content marketers.

CMI’s newly released Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 sponsored by Imagination reveals those clues for marketers at companies with at least 1,000 employees. In this research, top performers are defined as those who say they consider their organization’s content marketing extremely or very successful.

Here’s what top-performing enterprise marketers do differently.Continue Reading

By stephanie-stahl published December 9, 2021

100+ Content Marketing Trends and Predictions for Success in 2022

For nearly two years, content marketers have shifted gears, switched focus, executed 360s, and navigated turbulence so often it feels like we’ve created a whole new storm category – let’s call it the marketer’s maelstrom.

Should we bother trying to forecast the patterns that will sweep across our industry in 2022?

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By stephanie-stahl published October 13, 2021

B2B Content Marketing Insights for 2022: More Budget, More Work, More Empathy [Research]

Companies are waking up to the power of content marketing due in part to the pandemic.

That’s not some grand pronouncement from the Content Marketing Institute. It’s a recurring refrain we heard from you (or content marketers like you) in our 2022 B2B research.Continue Reading

By stephanie-stahl published September 29, 2021

How’d You Make That Flipping Awesome B2B Content for Salesforce?

In March 2020, the world changed seemingly overnight.

In March 2020, Salesforce responded to the new reality of business seemingly overnight, launching its Leading Through Change content initiative on March 17.

That’s not a typo. The first blog of the program launched March 17, days before California issued shelter-in-place orders and airports effectively shut down.

How could such a large company pivot so quickly – not just on one channel, but on all its channels and in multiple formats? And not just pivot but deliver results that surpassed any of their expectations?Continue Reading

By stephanie-stahl published March 16, 2021

Livestreaming Tips Every Content Marketer Needs to Hear From Expert Hosts [Examples]

How many times a day does your phone ding to notify you someone is “live?” As I sat down to write this article, I found myself struggling to resist the siren of six livestream notifications.

Data science. Goat farming. Cybersecurity trends. Parenting girls. Fast-growth companies. Creating better PowerPoint slides. There’s a livestream for everything that interests me (and probably everything that interests you, too).

Livestreaming isn’t a new technique, but it’s experiencing a surge in popularity.Continue Reading

By stephanie-stahl published February 24, 2021

How Top-Performing Enterprise Content Marketers Get the Work Done [New Research]

Have you ever heard (or voiced) these content marketing laments? “If only we had more budget.” “If only we had more people.” “If only we had more time to prove this works.”

Many content marketers believe these factors are the secrets to success. And, according to our latest study of enterprise marketers, there does seem to be a correlation.

But remember, correlation isn’t causation.

Let’s take a closer look at the insights from Enterprise Content Marketing: Benchmarks, Budgets, and Trends with Insights for 2021. (Enterprise refers to for-profit B2B and B2C companies with 1,000 or more employees.)Continue Reading

By stephanie-stahl published February 2, 2021

You Can’t Rely on Speaker Proposals Alone for Diverse Events

2020 was a tough year. And, sadly, the problems we experienced as a society didn’t magically disappear when the calendar flipped to 2021.

If that tough year taught us anything, it’s that we as individuals, brands, companies, and teams need to work harder – together – to course correct.

Last year, I wrote an article, Content Can Perpetuate Racism and Inequity. It’s Time to Do Better, challenging content marketers to do better with diversity, equity, and inclusion. I included, “We must ensure that our content authentically reflects the diverse voices and experiences of our audiences and avoids unconscious bias. If we don’t, we are contributing to the problem.” And it bears repeating today.Continue Reading

By stephanie-stahl published December 16, 2020

9 Video Storytelling Tips to Engage Your Audience

Visual storytelling is an important method for educating, entertaining, and making your audience want to come back for more. It brings life to your ideas, brand purpose, and personalities. It lets you show, not just tell.

CMI’s recent Visual Storytelling Summit was full of great tips that will inspire you, make you laugh, make you cry, and get you motivated to try something new – regardless of the constraints the pandemic has imposed on all of us.

Each session offered many eye-opening ideas for your 2021 strategy. I’ve gathered some highlights here, and I linked to the sessions they’re from in case you want to watch them on demand (a single registration form gives you access to all the sessions you select).Continue Reading

By stephanie-stahl published December 10, 2020

100+ Content Marketing Predictions for 2021

Editor’s note: See a new set of predictions for content marketing in 2022.

One of the many lessons of 2020 is that we look to the future with anything but 20/20 vision. But that doesn’t stop people from trying. What are budget forecasts if not our best predictions about the coming quarter or year?

Knowing that the results will be perfectly imperfect, we sent more than 100 virtual crystal balls to industry thought leaders and subject matter experts, including Content Marketing World presenters. After reflection, they revealed their predictions for content marketing in 2021.

A few themes emerged from the otherwise varied responses – empathy, connection, inclusiveness, transparency. The term “human” showed up in many predictions. Several predictions recognized content marketing’s elevated role in the business – supplementing sales, helping data acquisition, impacting the bottom line. And a few got more granular with thoughts on tactics and strategies.

Read these prognostications as lenses for comparison with your thoughts about (and plans for) content marketing in 2021. And please share your predictions (and your thoughts about the ones shared here) in the comments.Continue Reading

By stephanie-stahl published October 28, 2020

October 2020

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