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As a director of content marketing for a digital agency, I’ve noticed a pattern as we bring on new clients: Their brands aren’t as strong or as differentiated as they should be. In addition, most of them do traditional product-centric versus customer-centric communication. Their customers have changed, but they haven’t.
Whether it’s starting from the beginning (making the case for content marketing) or enhancing your programs (figuring out what’s working), the opportunities for content marketing learning are endless. As CMI’s director of online training, I have the privilege of working with leading industry experts to identify the most pressing challenges you face and help them create the co ...
In times of rapid change, learning new skills equips you to adapt and thrive. It also helps you to sidestep programmatic thinking – the tendency to rely too much on existing knowledge and ignore signs that it isn’t as effective as it once was. Nowhere is this truer than in the field of content marketing.
Like words, graphics and images can be powerful tools – but they must be used with great care to enhance, not detract from, your content marketing and branding. Unfortunately, as visual content grows in popularity and inexpensive tools make graphics and images easier to create, many marketers churn out mediocre visual content that gets ignored by the very people it was supposed to influence.
If you’re like most content marketers, you’ve become adept at breaking your niche or market down into its component concepts and writing about them in exhaustive detail. But inevitably, you probably find yourself in a creative rut from time to time. When you find yourself at a loss for content ideas, step back and look at your topic from different perspectives.
Canva has quickly emerged as one of the most powerful and popular web-based tools for creating visual content. But like any other tool, it must be used with great care to reinforce and strengthen your online branding, not detract from it. Many organizations are challenged by a need to scale up their content creation efforts — not just dumping more “me-too” content into their s ...
In today’s high-speed, information-intense world, it’s getting harder to grab and hold the attention of potential customers and stakeholders. Visual content has quickly emerged as a powerful tool that can help messages break through the clutter, stand out from the competition, and persuade audiences — but only if it’s created and positioned correctly.