THE NEXT NORMAL

How We Do Better

Big issues like racism, discrimination, and inequality aren’t easy to confront, let alone dismantle. But marketers can contribute by starting tough conversations, owning up to mistakes, and expanding our understanding of the different experiences that exist among our audiences and customers. This kind of work adds powerful dimensions to the relationships we build through content.

This month, we’re looking at how marketers can begin to tear down the biases and barriers that prevent us from building beneficial relationships with diverse audiences. The road to increasing brand trust, understanding, and empathy is bound to be bumpy. Like most things in life, the best way to come out of a challenging situation is to dig in and work through it together.

Stephanie Stahl Sig
Stephanie Stahl
General Manager, CMI

July 2020

Can We Do More Than Talk About Diversity?

Jodi Harris

Brands that sit out of the conversation on racism and discrimination risk leaving influential consumers out in the cold – and a lot of potential revenue on the table. But before you take a stand, take some advice from these four diversity warriors.


EXPERT INSIGHT

After the Fail: How to Repair and Rebuild Trust

Content marketing can help build trusting customer relationships. But what happens when we fall short of delivering on our brand’s promise? Here’s what to do to recover and come out stronger than ever.

TACTICIAN

Friction and Disruption Aren’t Always Content Enemy No. 1. Here’s Why

Incorporating differing opinions, collaborative friction, and dissenting ideas into your creative processes adds powerful dimensions to your marketing conversations. Even better – it can also improve your marketing results.

UNSOLICITED ADVICE

Betraying Your Audience’s Trust? Grandma Wouldn’t Approve [Video Extras]

This month, Andrew Davis dresses down an Academy Award winner for failing to make amends after her clothing line got snagged in a content controversy of its own design.

June 2020

4 True Tales of Content Career Transformation

Jodi Harris

Looking to evolve your career despite (or because of) the employment crisis? Take inspiration from the stories of four content leaders who faced an uncertain future and came out with a deeper passion for their work – and remarkable career success.


EXPERT INSIGHT

What It Takes to Succeed as a Content Leader Now

The marketing landscape has never been more uncertain; but adopting specific skills and practices can expand your career opportunities. Three industry experts weigh in on steps you should take to evolve your role.

IDEA GARAGE

Science, Snack Foods, and Snail Jokes Boost Consumer Morale

Fresh content marketing ideas, including unlikely social celebrities, exploring the journey to a Coronavirus treatment, and Zooming into a galaxy far, far away.

BEST OF CCO

Break the Content Team Rules to Turn Anarchy Into Agility

Move away from outdated rules and tired processes with an Agile approach that will keep your team members highly focused and functional – and keep everyone else from blocking their progress.

May 2020

Fight These 4 Fears to Make Positive Change Happen

Gina Balarin

When content leaders fail to advance their new content ideas, fear is often the culprit. Before you can disarm this destructive force, you need to know which kind of enemy you are dealing with.


EXPERT INSIGHT

How an Age-Old Brand Attracts New Audiences

AARP The Magazine is remarkably spry for a 62-year-old content marketing vehicle. Deputy editor and B2C Content Marketer of the Year winner Neil Wertheimer shares how his team stays agile and focused while serving an audience that’s constantly evolving.

CREATIVE LICENSE

Want the Best Ideas to Flourish? Learn How to Cultivate Support

Content marketers rely on creativity to bring innovative ideas to life. But all the creative genius in the world won’t matter if you don’t plan how you’ll inspire others to join your vision quest.

TACTICIAN

Yes, You Do Need New Personas Now

Marketers are struggling to adapt their demand-generation messaging on the fly. Agile buyer personas could be the key to establishing the right connection.

EDITORIAL AND DESIGN TEAM

Editor-in-Chief
Jodi Harris
@Joderama

Editorial Consultant
Ann Gynn
@AnnGynn

Creative Director
Joseph Kalinowski
@JKKalinowski

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