APRIL 2019: THE FUTURE-PROOFING ISSUE

Is your content marketing future-proof?

If I had a dollar for every time someone said “change is the only constant,” I’d be writing this from one of my many vacation homes (probably in the Seychelles). But here I am, writing from my regular office in my regular home and acknowledging that this change thing is real.

This first fully digital, multimedia issue of CCO will challenge your assumptions about change — and prompt you to consider whether changes you make today will future-proof your business or set you up for future shock.

We hope you’ll enjoy our new digital content. I look forward to your feedback on how we can keep changing to meet your content needs and preferences.

Stephanie Stahl Sig
Stephanie Stahl
General Manager, CMI

FEATURES

Playing the Long Game

Jonathan Crossfield

A month is a long time in marketing, never mind a decade. But that’s not stopped AIHA’s Ben Rome from publishing content to educate and nurture the next generation before they start their careers.


Bionic Content: Can Creative Writers and Machine-Built Content Co-Exist?

Clare McDermott

AI-driven robo-writers, “cobots,” and chatbots don’t necessarily mean the machines are taking over. Often, they can enhance your content and communications. Just make sure you don’t alienate your audience.


The Evolution of an Award-Winning Content Marketing Strategy

Stephanie Stahl

Venetta Linas Paris, CMI’s 2018 Content Marketer of the Year, talks about Aon’s B2B storytelling platform The One Brief, what others can learn from Aon’s journey, and how it continues to adapt into the future.


ALSO IN THIS ISSUE

TALKING POINTS

Digging the Data: Content Marketing Benchmarks, Budgets and Trends 2019

What does the recent CMI benchmark research reveal about enterprise content marketing in 2019? Three content marketing powerhouses (and one friendly moderator) dig through the findings.

OUTSIDE THE BOX

Creativity: From Imagination to Imagine-Action

Acclaimed National Geographic photographer Dewitt Jones talks to CCO about creativity and the art of finding the extraordinary in the ordinary.

INSIDE STORY

Small Fish, Big Pond: How to Avoid Getting Lost in the Takeover

Trello’s content marketing lead describes how she and her team navigated a small but successful startup content marketing strategy through an enterprise buyout.

SOCIAL WEB

Clarity Before the Click

Social media is great for content distribution. But sometimes your tweets and updates can undermine or misrepresent the article behind that link.

EXPERT INSIGHT

The Neuroscience of Storytelling

Ever wondered why one piece of content leaves you cold while another hooks you to the end? Joe Lazauskas of Contently explains how the right story taps deep into the brain.

WORDSMITH

The Internet Broke Our Content (and How to Fix It)

Effective content begins with the writing. Even if you commission others to write the content, you’re ultimately responsible for the quality of the writing you publish. Should content marketers improve their editorial skills?

IDEA GARAGE

Flash Drives, Skateboarders and ... Uritroittoirs?

A portfolio of fresh content marketing ideas, including Flash Drives for Freedom, Vans’ Girls Skate India, and Squarespace’s Casting Call podcast competition.

UNSOLICITED ADVICE

Marketing Automation Overload

You didn’t ask for it, but we’re dishing it out anyway. This issue, Andrew Davis serves up some unsolicited advice to anyone relying too heavily on marketing automation tools.

BEST OF CCO

The UX of Words: How to Make Your Content More Readable

If reading your content takes too much effort, interaction falls off and you have churn. You may already know this, but can you measure it scientifically? It’s time to shine a light on the readability blind spot.

Full Disclosure: The Murky World of Influencer Marketing

If consumers are skeptical toward brands in social media, why not work with trusted influencers to recommend your products to their large audiences? But wait, what about those transparency and disclosure rules?

APRIL 2019: EDITORIAL AND DESIGN TEAM

Chief Consulting Editor
Jonathan Crossfield
@Kimota

Editorial Consultant
Ann Gynn
@anngynn

Creative Director
Joseph Kalinowski
@JKKalinowski

Consulting Graphic Designer
Crystal Madrilejos
@CrystalMadrilejos

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