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It’s hard to believe that this marks the eighth year of our annual content marketing predictions. In some ways, we’ve come a long way; yet in others, we’ve barely moved. Regardless, it’s still clear that the content marketing space is the most dynamic and exciting sector in the marketing industry.
A few weeks before the start of the New Year I led a workshop on content marketing for about 50 small-business CEOs and operations managers. They came from all different industries. Some were consultants. There was a plumber and a representative from an HVAC company present. Pest management? Check. A few small manufacturing companies, a nonprofit, and a jewelry store rounded it out.
I’ve spent the last 12-plus months talking with enterprise marketers from around the globe to get a handle on where the content marketing industry is going. Through that process, in combination with our ongoing research, the CMI team puts together the schedule for Content Marketing World 2016. Here are what I believe are some of the biggest issues enterprise marketers are dea ...
Each year during my Content Marketing World keynote talk, I highlight one theme I think is critical for all marketers to understand. This year, that theme is commitment. As I (perhaps boldly) stated, you need to go all in or do nothing. However, the idea of commitment can feel kind of nebulous. It’s a mindset.
Tamsen Webster, executive producer of TEDxCambridge and public speaking strategist, says stage fright leads marketers to miss huge opportunities to differentiate themselves. Consider that 68% of B2B marketers use in-person events and 58% use webinars and webcasts as part of their content portfolio, according to CMI’s 2017 Benchmarks, Budgets, and Trends—North America.
If you are a regular reader at Content Marketing Institute, you know how often we talk about the importance of documenting your content marketing strategy. According to our latest research, we know that marketers who document their strategy are much more likely to accomplish their content marketing goals and be successful. It really is that simple.
Too many companies keep their marketing and sales separated into two teams. They don’t connect with each other nor do they have access to each other’s data. This silo mentality results in a huge lost opportunity for these businesses — upwards of 10% or more revenue annually, according to IDC as compiled by HubSpot.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode, Robert and I get together IRL and discuss Airbnb’s new magazine launch with Hearst. We also debate whether or not “content blindness” is a real thing, and consider the possibility that media companies’ drive to run at the speed of news (and eyeballs) might be k ...
You need content – and lots of it. But you’re faced with only so many hours in the day and a finite number of content marketing team members. Most people will advise that the best way to get all that content is to outsource it. You post a job listing. You pick the lucky applicant from the hundreds of proposals, assign an article, and offer a few insights on the subject.
If you are considering a marketing automation tool, you may be pondering: “If we’re paying for a robust marketing automation tool, why do we need a separate web analytics tracking tool? Doesn’t the marketing automation tool provide all that I need?” While you’re asking the marketing automation vs. analytics question, don’t forget your sales or executive team.
Ideas are easy, but execution is tough. Can you relate? Do you have lots of ideas but aren’t sure which ones to pursue? Or maybe you start working on something, but then a new idea comes along that piques your interest. You jump to that one and then struggle to bring either project to completion.
Digital, social, and mobile technologies have dramatically changed the world we live in. And no function has been more disrupted than marketing. Executives won’t fund marketing if it doesn’t demonstrate results. That’s why marketing ROI – including content marketing ROI — is one of the top challenges for CMOs and marketers.
“When can you get started on that blog post?” “When will you have that e-book done?” If you’re like many content creators, these questions can bring on an outbreak of cold sweat, an uneasy feeling in your gut, or even a full-blown panic attack. But why? It’s not like you’re a newbie to the production process.
Live events are a staple in many marketers’ arsenals, with 68% of B2B and 59% of B2C marketers including them in their content marketing mix. And any marketer who has been involved in planning an event — as I have been dozens and dozens of times — knows how many details go into providing an unforgettable experience for attendees.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this very special Thanksgiving episode of This Old Marketing, Robert and I meet up and discuss the big news of a partnership between MXM and C3, which sets the stage for an international content marketing mega-agency.
There’s something for every content marketer and entrepreneur on your list in this year’s holiday gift book suggestions for content marketers. It’s our largest gift guide and contains 24 recently published books and eight old favorites and books that I overlooked. Included are: Content marketing books, including overviews and training guides for newcomers, fresh perspectiv ...
The CMI team is always thankful that we work with — and can learn from — so many inspiring, insightful, and creative professionals in the content marketing industry. But in the spirit of the Thanksgiving holiday that’s being celebrated in the United States, we thought we would express our appreciation a little more directly — and publicly.
In one of the most useful workshops I’ve attended, we created a customer-journey map for content planning. Before doing this exercise, I had only a fuzzy notion of what a customer-journey content map might look like, how to make one, and why anyone would bother. It turns out, this map looks like a spreadsheet. You make one by filling the cells.
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