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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.
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.
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 ...
Fun fact: Neuro-imagery shows that when evaluating brands, consumers primarily use emotions rather than factual information. This is as true for brand-created content as it is for traditional advertising spots and banners. We can see the power of emotional content at work in marketing campaigns that went viral.
I’m a sucker for first-person stories. When people share their personal experiences, especially in B2B content, they draw me in and I often read to the end, consuming their message while I’m at it. Often personal content humanizes a corporate brand and can pack a big impact — but only if that’s what the brand intends for me to feel.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode, Robert and I discuss whether there’s truly a difference between marketing and content marketing and, if so, whether one works better than the other. In M&A news, Google Acquires FameBit, while more publishers are starting to search for new media business models.
Email and content are long-time buds. Subscribers are central to building a successful business. There’s no better content distribution channel than email. What would email marketers have to do if content wasn’t there to give them something to say? In fact, 93% of B2B marketers reported using email to distribute their content in CMI/ MarketingProf’s B2B Content Marketing: 201 ...
A few months ago, our research report was complete. Instead of simply rejoicing at its delivery, we pounced on the opportunity to use it as a core part of our content marketing strategy. Now, we share what we did, what we learned, and how we’re using it today to help you learn how a single piece of good content can launch a robust content marketing effort.
If you follow Content Marketing Institute/MarketingProfs annual research, you learned three weeks ago that our most recent survey shows that content marketing has taken a turn for the better. Sixty-two percent of B2B marketers consider their organization’s overall approach to content marketing to be much more or somewhat more successful than one year ago.
From planning and promotion to execution and follow-up, great events require a killer strategy with a heaping dose of tenacity to pull off. Those who do it well seem superhuman, with powers we mere normals do not possess. Never fear; a social media event plan is here. Social superpowers … activate. HANDPICKED RELATED CONTENT: Every Event Should Be Time for Social Media 1.
Who’s responsible for creating your company’s most valuable content? Your marketing team? An agency? You? How about your customers? Customers are generating quality content for companies all over the world around the clock. In my experience however, few companies have picked up on that fact – let alone realized how valuable this user-generated content can be.
Video is the rising star of content marketing. In our survey with the CMO Council, 79% of senior marketers say video’s role will increase in overall visual content strategies. And since we all carry powerful cameras in our pockets every day, content marketers have no excuse not to experiment with video. 79% of sr.
PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode, we discuss the new Flex Frame native advertising unit introduced by The New York Times — and what it can teach marketers about user experience. We also dissect the art of thought leadership, which requires both thought and leadership, and grill McDonald’s for i ...
Just as the journey of a thousand miles begins with a single step, the journey toward measuring your content marketing ROI starts with a single area. It’s a first step that 28% of B2B marketers aren’t taking — they say they aren’t measuring the ROI of their content efforts, according to CMI’s B2B Content Marketing: 2017 Benchmarks, Budgets and Trends — North America.
E pluribus unum. Out of many, one. Flip the words around, and you’ve got E unum pluribus. Or maybe E unibus plurum. At any rate, you’ve got the savvy marketer’s motto: Out of one, many. Out of one piece of content, many pieces. Or how about this twist: Out of one subject-matter-expert interview, many pieces of content.
“What roles do I need to be successful with a content marketing approach?” Several years ago, I started thinking about how to categorize content marketing roles. Given so many moving parts in effective content marketing programs, it’s imperative that everyone involved knows who is responsible for each task, and that all the most essential tasks are documented in your content marketing strategy.
Anyone who’s followed a popular celebrity on a social site like Instagram, Twitter, or Snapchat can recognize the benefits of getting an influencer to share his or her passion for a brand. In terms of visibility, credibility, and impact, few content promotion techniques rival its power for persuasion.
I write this fresh off a trip that took me from Cleveland to Helsinki with a brief stop in Copenhagen and then to London. It’s been almost 10 years now since I’ve been speaking on the topic of content marketing in and around Europe. Over that time, content marketing has become a driving force, maybe THE biggest change I’ve seen in the approach to marketing around this continent.
Content Marketing Institute