In my presentations lately, I’ve been talking about developing content that stands for something. Basically, content marketing is not about “what you sell” it’s “what you stand for”. This becomes the basis for your content marketing strategy. This is your content mission....

When it comes to metrics, many marketers will first monitor whatever is easiest to count. But, what’s most important is counting those things that help you best determine how well you succeeded in achieving your objectives. Therefore, to track your content marketing’s effectiveness, match your metrics...

With the help of our CMI contributors, we’re tackling how to make content more engaging, which was the biggest challenge identified in the new research about B2B Content Marketing. Over the past three weeks, our contributors answered these questions: First things first – what does engaging mean...

Mobile is one of those areas in which, annoyingly, B2C is way ahead of B2B. You can kind of understand why — the CMOs of Pizza Hut and Smirnoff and Pepsi would be fired by now if they hadn’t at least been groping their way towards a relationship with their mobile users (aka everyone). In...

Executing a content marketing strategy is a daunting task.  As the wealth of information on this site and popularity of how-to posts attest, there is great interest in the key pillars of content marketing process. Joe Pulizzi’s post How To Effectively Manage the Content Marketing Process is a fantastic...

We’ve been working on a web content inventory and ran through a number of oldie-but-goodie content marketing resources. Hope they’re helpful. The Content Marketing Playbook Our most popular eBook…42 different ways to leverage content marketing. Includes over 50 case studies. Here’s...

Each year for the last 13 years, PwC (PricewaterhouseCoopers) has published their much-anticipated Global CEO Survey. Released at the World Economic Forum’s Annual Meeting in Davos each year, the PwC CEO Survey gives us access to over 1,000 business and government leaders—and in the last two years has...

I admit it. I had article chaos. Yup. Ideas here. Outlines there. Half-baked articles everywhere. Article chaos drove me nuts I’d spend hours trying to come up with a finished article. I spent forever trying to locate an idea I had six months ago. Then a goof-proof idea hit meContinue reading

With the help of our CMI contributors, we’re tackling how to make content more engaging, which was the biggest challenge identified in the new research about B2B Content Marketing. Over the past two weeks, our contributors answered these questions: First things first – what does engaging mean...

Content marketing clients interested in incorporating video into their publishing understandably start by asking the question, “how much does a video cost?” There’s no easy answer, of course. My own answer is usually prefaced with the analogy of trying to answer the question of “how much does it cost...

One of the most common questions I am asked is, “What does it take to have a successful corporate blog?” While there are probably thousands of articles answering that question from an editorial perspective, the amount of information that exists from an operational perspective pales in comparison. And...

We’ve just added a new budgeting line item in our marketing plan: Content Marketing Research & Development (R&D). What’s the idea? Let’s start with the content marketing strategy.  Of course, we have: Customer Personas Their Informational Needs The Content Strategy Calls to...