marcia riefer johnston

  • How to Get Your Fast Content Out of the Slow Lane

    Two weeks. That’s how long it takes a certain financial-services company to post a tweet. “If it takes you two weeks to get a tweet out, you’re doing it wrong.” So says Robert Rose, CMI’s chief content adviser, who told this story at the Intelligent Content Conference in his talk, Structured Experiences: Content at the Speed of Culture.

    Content Marketing Institutein Content How To's- 8 readers -
  • Learn From Struggling Brands: Insights From the Marketing Trenches

    “I like the energy.” That’s how a friend recently described the e-newsletter written by CMI Chief Strategy Officer Robert Rose. Content Strategy for Marketers started in January 2015. Week after week, Robert gives us peeks into his consultations with clients who are slogging it out every day in the trenches of marketing. One thing I like about Robert’s tales is their immediacy.

    Content Marketing Institute- 11 readers -
  • Is Your Content Ready for the Mobile Takeover?

    Small screens, big screens. Screens. Screens. Screens. Oh, how many screens you’ve seen! Few people know about Dr. Seuss’ The Screen Book, sequel to The Foot Book. OK, he never wrote The Screen Book, but had he lived a few more decades, he might have. Electronic devices today are as numerous, diverse, and move-around-able as the world’s feet.

    Content Marketing Institutein Content- 9 readers -
  • How to Build Buyer Personas That Build Sales

    Michelangelo famously claimed that when he sculpted, he simply removed the extraneous. He didn’t so much create human forms as liberate them. He wasn’t imposing his vision on slabs of stone; he was revealing the figures within. What if we adopted this mindset with personas? What if, instead of creating personas from our imaginations, we found out everything we could about the ...

    Content Marketing Institutein How To's- 17 readers -
  • Buyer Personas You Want to Use: The 9 Essential Parts

    Ever been part of a team that skipped over creating personas to get to the “real work”? Or maybe you had personas, but everyone ignored them. Personas are easy to dismiss. The problem with ignoring personas – as Ardath Albee pointed out at the Intelligent Content Conference in her talk, How to Develop Audience Personas That You’ll Actually Use – is that companies go out of b ...

    Content Marketing Institute- 10 readers -
  • What Should Marketers Look for in a Content Strategist?

    The day has come: Your boss signed off on your proposal to get the help your marketing team needs from a content strategist. Great! Gulp. What skills should you look for in a content strategist? What are some good questions to ask? Where and how can you find the right help? Here’s advice from some of the experts who spoke at the 2016 Intelligent Content Conference.

    Content Marketing Institutein Content- 11 readers -
  • Adaptive Content: The Way to Your Customer’s Heart

    Editor’s note: You may have missed this article when CMI published it on another blog last year. We’re sharing it now because adaptive content holds more promise than ever for marketers who want to scale their efforts. Hey, there. I know you. I understand where you are. I get what you’re going through. I just might have what you need right now.

    Content Marketing Institutein Content- 5 readers -
  • 16 Common-Sense Reminders for Uncommonly Good Content

    I miss things that are right in front of my face. I spend long minutes scouring the parking lot for my car or searching the cupboard for a certain spice, only to realize – sometimes with the help of someone standing next to me – that the thing I want, need, and know like the back of my eyelids has been sitting in my line of sight the whole time. Marketing can be like that.

    Content Marketing Institutein Content- 13 readers -
  • Align All Your Messaging With This Simple (& Fun) Tool

    What’s your company’s most distinctive trait? What’s the most important thing your company does? What’s the main reason people should do business with your company? Do you know? Does everyone in your company know? Do your organization’s blog posts, podcasts, videos, emails, and other communications convey the answers to these questions in one way or another day after day? Consistency like t.

    Content Marketing Institute- 7 readers -
  • Liven Up Old-Hat Content: 4 Ways to Find a New Twist

    Barbara’s small audience had heard it all before. Her message was the epitome of ho-hum. Bo-ring. I’m talking boy-do-my-cuticles-need-a-trim boring. Except that it wasn’t. Coming from her, that same-old-same-old content, typically delivered as a mindless spiel, had us all looking straight at her. Barbara is a flight attendant.

    Content Marketing Institutein Content- 9 readers -
  • 6 Content Ideas Every Marketer Should Steal From IBM

    Last year, I interviewed IBM’s Andrea Ames, whose job title alone makes me tired: enterprise content experience strategist, architect, and designer. In this article, I share some steal-worthy ideas from that interview – ideas that can help you, as a marketer, scale your content processes and provide your customers with more remarkable experiences.

    Content Marketing Institutein Content- 15 readers -
  • How to Stop Worrying and Love Content Inventories and Audits

    Content inventories. Content audits. The terms alone can strike fear into the heart of any marketer. Many of us aren’t sure what these inventories and audits look like or why, exactly, they exist. We sense vaguely that they’re big and messy, like monsters lurking in the closet. We avoid thinking about them, figuring that if they’re important, someday someone will do something about them.

    Content Marketing Institutein SEO Content How To's- 12 readers -
  • The Basics of Digital Governance: What Content Marketers Need to Know

    Do you ever feel confused about which members of your digital content team should make what decisions and when? Do you even know who all the team members are and what they do? Do you sometimes smell ROT (information that’s redundant, outdated, or trivial) and wish that your organization had a better process for maintaining its old content so that customers were more likely to discover only con.

    Content Marketing Institutein Content- 5 readers -