CMI Weekly Wrap

In this week’s episode, Content Marketing Institute’s Robert Rose is wrapping up the podcast—at least for now. He’s wondering whether it can ever be as easy to stop things as it is to start them. And he explains how you can participate in what’s coming next. And that’s a wrap for the week ending September 11, 2020.   HELP BUILD THE NEXT WEEKLY WRAP See a content marketing example, idea, or article that moves you (whether it's good or bad)? Move it on over to us via this short form.  Or, hashtag us up at #CMWorld. 

In this week’s episode Content Marketing Institute’s Robert Rose asks if we should be more controversial. Content Marketing Institute founder Joe Pulizzi talks with Robert talk about whether Google should replace universities. Finally, Robert points you to an article that asks whether you’re all in with content marketing (and tells you what to do if you’re not). And that’s a wrap for the week ending September 4, 2020.   INTERVIEW OF THE WEEK   Joe Pulizzi, founder, Content Marketing Institute  Joe is the Amazon bestselling author of Killing Marketing (along with Robert Rose) and the author of Content Inc. and Epic Content Marketing, which was named a “must-read business book” by Fortune Magazine. His latest book is his debut novel, The Will to Die.   He’s founded three companies, including the Content Marketing Institute, and launched dozens of events, including Content Marketing World. His foundation, the Orange Effect (OEF), delivers speech therapy and technology services to children in more than 25 states.  Get more from Joe:  Visit https://www.joepulizzi.com/ Subscribe to The Random Newsletter: https://www.joepulizzi.com/signup/ OUR CONTENT MARKETING IDEA OF THE WEEK  Go All In With Content Marketing or Do Nothing: #CMWorld  https://contentmarketinginstitute.com/2016/09/all-in-content-marketing/  

In this week’s episode, Content Marketing Institute’s Robert Rose talks about asking for favors before earning audience trust. He talks with Bynder’s Brian Kavanaugh about the growing importance of user generated content. And finally, he points you toward a crash course in journalistic principles that help brands earn trust. And that’s a wrap for the week ending August, 28, 2020.  INTERVIEW OF THE WEEK Robert’s guest this week is Brian Kavanaugh, director of North American field and global customer marketing for digital asset management company Bynder.   Learn more about Brian and Bynder:  Visit the Bynder website: https://www.bynder.com/en/  Check out Bynder partner Stackla for more on UGC: https://stackla.com/ Connect with Brian on LinkedIn: https://www.linkedin.com/in/brian-kavanaugh-a1b53b19/    OUR CONTENT MARKETING IDEA OF THE WEEK  Want to be Trusted? Here’s a Crash Course in Brand Journalism  https://contentmarketinginstitute.com/2019/02/trusted-brand-journalism/  

In this week’s episode, Content Marketing Institute’s Robert Rose asks whether technology or people are more important in content strategy. He talks with futurist Kate O’Neill about whether marketing technology is serving us – or we’re serving technology. And finally he points to an article that explains what to consider when it’s time for new marketing tech. And that’s a wrap for the week ending August 21, 2020.   INTERVIEW OF THE WEEK    Robert’s guest this week is Kate O’Neill, founder and CEO of KO Insights, a strategic consultancy committed to improving human experience at scale. Kate is the author of Tech Humanist: How You Can Make Technology Better for Business and Better for Humans and hosts the podcast The Tech Humanist Show.  Kate is an expert in data-based business models, integrated experience strategy, and human-centric digital transformation. Over the past 20 years, she’s led innovations across technology, marketing, and operations in category-defining companies such as Netflix, where she created the first content management role and helped implement innovative dynamic e-commerce practices that became industry standard.   Learn more about Kate:  Connect with her on Twitter: https://twitter.com/kateo Listen to The Tech Humanist Show: http://www.thetechhumanist.com/ Visit her website: https://www.koinsights.com/  OUR CONTENT MARKETING IDEA OF THE WEEK     What to Consider When It’s Time for New Marketing Technology  https://contentmarketinginstitute.com/2017/10/consider-new-marketing-technology/  

In this week’s episode, Content Marketing Institute’s Robert Rose is asking whether we’re borrowing enough good ideas. He talks with Mike Orr from Grapevine6 about content, the state of influencer marketing, and how to get more from your social media partner. And finally Robert points you to an article about how images can increase your content’s visibility in search. And that’s a wrap for the week ending August 14, 2020.  NEWS ITEM OF THE WEEK How to Get More from Your Social Media Partner https://hbr.org/2020/07/how-to-get-more-from-your-social-media-partner INTERVIEW OF THE WEEK    Robert’s guest this week is Mike Orr, CEO of Grapevine6. Mike is responsible for bringing everything together, product release after product release. But his greatest asset is his ability to take good ideas and find ways to make them great.   Before co-founding Grapevine6, Mike spent several years in management consulting working with some of Canada's marquee brands. He led a strategic think tank and project management team, which earned global awards and recognition, at one of Canada's leading digital advertising agencies.  Learn more about Mike:  Connect with him on LinkedIn: https://www.linkedin.com/in/mikeorr/ Visit the Grapevine6 website: https://www.grapevine6.com/ OUR CONTENT MARKETING IDEA OF THE WEEK    How to Use Images to Increase Search Visibility and Get More Clicks  https://contentmarketinginstitute.com/2019/11/images-search-visibility/

In this week’s episode, Content Marketing Institute’s Robert Rose is finally accepting the chaos. He talks with Leslie Talbot about the rising importance of content in marketing. And he points you to an article that will help you decide whether to invest in trending topics or evergreen content. And that’s a wrap for the week ending August 7, 2020.  INTERVIEW OF THE WEEK    My guest this week is Leslie Talbot, senior vice president, strategic programs at Corporate Visions. In her social media profile, Leslie says she’s “challenging conventional wisdom and changing the customer conversation … one Oxford comma at a time,” which immediately makes me a fan. At Corporate Visions, Leslie helps B2B companies develop the messages, content, and selling skills to master the four most critical value conversations. Learn more about Leslie:  Follow her on Twitter @leslietalbot Or LinkedIn: https://www.linkedin.com/in/leslietalbot/ Visit https://corporatevisions.com/ CONTENT MARKETING IDEA OF THE WEEK    3 Questions to See If You Should Tackle Trending Topics  https://contentmarketinginstitute.com/2020/07/questions-tackle-trending-topics/

In this week’s episode, Content Marketing Institute’s Robert Rose is asking why anyone needs content marketing. He talks with marketing professor Marcus Collins about businesses making it rain for content marketers – and about culture in content. And he shares an article packed with ideas for making your content more engaging. And that’s a wrap for the week ending July 31, 2020.  NEWS ITEM OF THE WEEK   Content Marketing Spending Rising Sharply  https://www.ana.net/content/show/id/61273 INTERVIEW OF THE WEEK   Robert’s guest this week is marketing lecturer Marcus Collins, who studies the effects of cultural contagion on consumer behavior at the Ross School of Business, University of Michigan. He translates these cultural learnings for brands wishing to create contagious marketing campaigns that extend across both the online and offline worlds of social. Acknowledged for his strategic and creative contributions, he’s an Advertising Age 40 Under 40 recipient and a Clio award winner who has launched campaigns like Cliff Paul for State Farm, Made In America Music Festival for Budweiser, Hello Brooklyn for the Brooklyn Nets, and Eggo + Netflix’s Stranger Things conquest. Marcus also has been the chief consumer connections officer at Doner since 2018.  Learn more about Marcus:  Visit his website http://marctothec.com/ Connect on social – he’s @Marctothec on Instagram, Twitter, and LinkedIn.  OUR CONTENT MARKETING IDEA OF THE WEEK   10 Ways to Make Content More Engaging  https://contentmarketinginstitute.com/2010/10/make-content-more-engaging/  SPONSOR   SiteCore   A well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.    Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.    There is a  new post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.     Download the guide today at: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is thinking about creating real (and good) audiences. He talks with digital marketing consultant Ian Truscott about content strategy – and why search “sucks” so much now. And he points you to an article that explains how to bring audiences together – even in the social-distancing era. And that’s a wrap for the week ending July 24, 2020. NEWS ITEM OF THE WEEK Why Does Search Suck? https://www.mediapost.com/publications/article/353308/why-does-search-suck.html INTERVIEW OF THE WEEK Robert’s guest this week is Ian Truscott, editor-in-chief of Rockstar CMO, a podcast and blog covering all things marketing leadership. He’s also the executive strategy director at appropingo, a consultancy focused on B2B marketing. A writer, speaker, industry expert, B2B marketing influencer and thought leader, Ian says ­– most of all – he’s a content guy. Learn more about Ian: Connect with him on Twitter: https://twitter.com/IanTruscott Visit Rockstar CMO: https://rockstarcmo.com/ Visit appropingo :https://appropingo.com/ OUR CONTENT MARKETING IDEA OF THE WEEK How to Bring Audiences Together in the Social-Distancing Era https://contentmarketinginstitute.com/cco-digital/systems-issue/editorial-operations/virtual-event-strategy/  SPONSOR SiteCore A well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.  Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.  There is a  new post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.   Download the guide today at: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is thinking about the long game (on purpose). He talks with marketing leader Folayo Lasaki about everything from the Facebook boycott to why representation matters as much in marketing as in media. And he shares an article that explains how to be purposeful with your purpose-driven content.  And that’s a wrap for the week ending July 17, 2020. NEWS ITEM OF THE WEEK Facebook boycott leaders ‘disappointed’ after meeting with Zuckerberg, Sandberg https://techcrunch.com/2020/07/07/facebook-boycott-meeting-stophateforprofit-zuckerberg-cox-sandberg/ INTERVIEW OF THE WEEK Robert’s guest this week is Folayo Lasaki, founder and head of brand consultancy Striped Elephant, which specializes in marketing, communications, development, media, and entertainment. Folayo is a 15-year entertainment industry veteran who has held marketing positions at companies including Variety, Landmark Theatres, Hollywire TV, Film Independent, IFP, and FILMMAKER Magazine. She is a member of International Academy of Digital Arts and Sciences, is a voting member of the Telly Awards, and sits on the board of directors of WIMMIES (Women in Media). A graduate of Pepperdine University and UCLA, Folayo lives in Los Angeles where she can often be found making a mess in the kitchen or waxing poetically about women and representation in media. Listen in, then learn more about Folayo: Connect with her on LinkedIn: https://www.linkedin.com/in/folayolasaki/ Connect with her on Twitter: https://twitter.com/justfolayo Visit the Striped Elephant website: http://www.stripesandelephants.com/ OUR CONTENT MARKETING IDEA OF THE WEEK How to be Purposeful With Your Purpose-Driven Content [Examples] https://contentmarketinginstitute.com/2018/11/purpose-driven-content-examples/ SPONSOR SiteCore A well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.  Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.  There is a  new post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.   Download the guide today at: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering when the other shoe is going to drop – and how bad (or good) that’s going to be. He talks with content marketing strategist Marissa Gbenro about where CMOs plan to spend their predicted budget increases next year. And finally, Robert shares an article on five content lessons that are all about good news. And that’s a wrap for the week ending July 10, 2020. NEWS ITEM of the Week Gartner CMO Spend Survey Shows How Digital Budgets Will Increase In 2021 https://www.mediapost.com/publications/article/353299/gartner-cmo-spend-survey-shows-how-digital-budgets.html INTERVIEW of the week Robert’s guest this week is Marissa Gbenro, senior manager of content marketing at Highspot. Before joining Highspot, Marissa led corporate marketing strategy for TrueBlue across 600 locations in the United States and Canada. Throughout her career, she’s has focused on strategic content development and content optimization through buyer engagement and internal usage data and insights. Learn more about Marissa: Connect with her on LinkedIn: https://www.linkedin.com/in/marissagbenro/ Read the blog post on content mapping and optimization: https://www.highspot.com/blog/how-to-map-audit-and-optimize-content-along-the-buyers-journey/ OUR CONTENT MARKETING IDEA of the WEEK 5 Content Lessons From John Krasinski’s Some Good News https://contentmarketinginstitute.com/2020/06/content-lessons-john-krasinski/ SPONSOR SiteCore A well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.  Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.  There is a  new post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.   Download the guide today at: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering whether we’re squeezing out all the big ideas. He talks with Manifest executive chairman David Brown about why brands need those big ideas – and the best people to generate them – now, more than ever. And finally he points to an article that offers 18 ideas to squeeze yourself out of writer’s block. And that’s a wrap for the week ending July 3, 2020. NEWS ITEM of the Week Trump Suspends Visas Allowing Hundreds of Thousands of Foreigners to Work in the U.S. https://www.nytimes.com/2020/06/22/us/politics/trump-h1b-work-visas.html INTERVIEW of the week This week’s guest is David Brown, executive chairman of Manifest, which was named 2019 Content Marketing Agency of the Year. David started in the direct marketing world at OgilvyOne and moved to the content marketing arena 15 years ago. He led Meredith Xcelerated Marketing, the agency won multiple awards, including Content Marketing Agency of the Year in 2014 and 2015, and was recognized in Gartner's Magic Quadrant for global digital agencies. Under David's watch, MXM became one of the largest independent agencies in the United States. Before joining Manifest in 2020, David was chief strategy officer at OneSpot, a content personalization platform, where he helped establish a new approach to content measurement called Active Content Intelligence.  Learn more about David: Visit https://manifest.com/ (and subscribe to the agency’s weekly newsletter called itch: https://manifest.com/news-ideas) Watch David’s recent presentation on big ideas OUR CONTENT MARKETING IDEA of the WEEK 18 Ideas to Overcome Your Writer’s Block https://contentmarketinginstitute.com/2020/06/ideas-overcome-writers-block/ SPONSOR SiteCore Organizations all over the world are being forced to reevaluate their business plans and marketing strategies. The luxury of being able to take a leisurely approach to a digital transformation is no longer an option. Making human connections with customers in our suddenly digital-heavy world should be a top priority. And that means putting your digital transformation on the fast track. Recognized by analysts as a leader in digital experience platforms, Sitecore can help you create memorable customer experiences that build brand trust and loyalty. Learn more at http://cmi.media/sitecore_weekly_wrap_2

In this week’s episode, Content Marketing Institute’s Robert Rose wonders if we’re marketing on a flat earth. He talks with Content Monsta’s A. Lee Judge about whether marketing is keeping its fair share of budget – and about all things video. And he points you to an article about when to make (and when to break) content rules. And that’s a wrap of the week ending June 26, 2020. NEWS ITEM OF THE WEEK Marketing Is Keeping Its Share of Company Spending, CMO Survey Suggests https://www.wsj.com/articles/marketing-is-keeping-its-share-of-company-spending-cmo-survey-suggests-11592304300 INTERVIEW OF THE WEEK Our guest this week: A. Lee Judge is the founder of digital content agency Content Monsta, which works with on-the-ground content producers around the world. As an entrepreneur with a background in media production, a career in marketing, and experience in hacking social media from its beginnings, Lee saw the opportunity to bring his marketing, media production, and social media expertise under one effort to build strong brands.  Listen in, then learn more about Lee:  Visit the Content Monsta website.  Follow him on LinkedIn: https://www.linkedin.com/in/aleejudge/  Follow him on Twitter. https://twitter.com/aleejudge Listen to The Business of Marketing: https://contentmonsta.com/the-business-of-marketing-podcast/ CONTENT MARKETING IDEA OF THE WEEK  No One Can Break Your Content Rules if They Don’t Exist.   https://contentmarketinginstitute.com/2020/02/break-content-rules/ SPONSOR Sitecore  As the well-known marketing saying goes, “Content is king.” And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.   Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.   There is a new post-event guide titled “Understanding the end-to-end content lifecycle,” with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.   Download the guide today: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering if we’re measuring the right things. Marketing leader Adam Helweh talks with Robert about the trends Google thinks will stick with consumers even when stay-at-home orders relax. And finally he points to an article that asks whether marketers should even care about engagement anymore. And that’s a wrap for the week ending June 19, 2020. NEWS ITEM OF THE WEEK Google Expects Quarantine Consumer Trends to Outlast Stay-at-Home Measures https://www.adweek.com/brand-marketing/google-expects-quarantine-consumer-trends-to-outlast-stay-at-home-measures/ INTERVIEW OF THE WEEK Adam Helweh is CEO of Secret Sushi Creative Inc, a strategic design, digital, and social media marketing agency. He specializes in the convergence of design and technology to provide businesses with more intelligent and interactive ways to connect with customers and grow. His clients have included Edelman, Broadcom, Stanford Federal Credit Union, the Thomas Keller Restaurant Group, Bunchball, and others. Learn more about Adam: ·         Follow him on Twitter : https://twitter.com/adamhelweh or LinkedIn: https://www.linkedin.com/in/adamhelweh/  ·         Listen to his podcast Marketing in the Raw  : https://anchor.fm/marketingintheraw/ OUR CONTENT MARKETING IDEA OF THE WEEK Should Engagement Really Matter to Marketers Anymore? https://contentmarketinginstitute.com/2020/03/rethink-engagement-content-marketing/ SPONSOR SiteCore As the well-known marketing saying goes, “Content is king”. And with organizations having to rely on their digital channels more than ever these days to reach customers, creating and publishing effective and engaging content has taken on a whole new level of importance.  Sitecore recently held its inaugural Virtual Marketer Day, and one of the tracks was dedicated to helping organizations better manage their content – from beginning to end.  We’ve created a post-event guide titled “Understanding the end-to-end content lifecycle”, with practical steps you can take to optimize your content engine and personalize digital experiences for your customers.  Download the guide today at: https://cmi.media/sitecore-lifecycle

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering whether we wait long enough to speak. He shares a fresh take on research into content paywalls as a business model. Randy Wootton of Percolate joins Robert to talk about how brand publishing is changing. And, finally, Robert points out an article on how content marketers must push back against racism and inequity in our professional environment. And that’s a wrap for the week ending, June 12, 2020. NEWS ITEM OF THE WEEK “Give the customer many reasons to come back”: Insights from FIPP’s report on paywall strategy https://whatsnewinpublishing.com/give-the-customer-many-reasons-to-come-back-insights-from-fipps-latest-report-on-paywall-strategy/ INTERVIEW OF THE WEEK Randy Wootton President & GM at Percolate (a division of Seismic) Randy’s been a leader and strategic innovator in the marketing technology industry for over 20 years. Prior to Percolate, he served as CEO of the predictive marketing platform Rocket Fuel. He serves on the board of directors at Guidant Financial and Rally Point Networks and is a graduate of Harvard Business School, St. John’s College, and the U.S. Naval Academy. Get in touch with Randy: Visit seismic.com for content about B2B sales channel activation: https://seismic.com/ Read the blog at percolate.com for content strategy and operations: https://percolate.com/ OUR CONTENT MARKETING IDEA OF THE WEEK Content Can Perpetuate Racism and Inequity. It’s Time to Do Better https://contentmarketinginstitute.com/2020/06/content-perpetuate-racism-inequity/ SPONSOR SiteCore Organizations all over the world are being forced to reevaluate their business plans and marketing strategies. The luxury of being able to take a leisurely approach to a digital transformation is no longer an option. Making human connections with customers in our suddenly digital-heavy world should be a top priority. And that means putting your digital transformation on the fast track. Recognized by analysts as a leader in digital experience platforms, Sitecore can help you create memorable customer experiences that build brand trust and loyalty. Learn more at http://cmi.media/sitecore_weekly_wrap_2

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering if we’re bouncing back – or forward. He offers his fresh take on how (or whether) to plan for an economic bounce back. Robert talks with “unapologetic marketing truth teller” Katie Martell about the intersection of marketing and social movements. And he shares an article about the disruptive change we need now. And that’s a wrap for the week ending May 29, 2020. NEWS ITEM OF THE WEEK Marketers should be planning for an economic bounceback https://www.marketingweek.com/marketers-planning-economic-bounceback/ INTERVIEW OF THE WEEK This week I talked with Katie Martell, a self-described “unapologetic marketing truth teller.” A whip-smart B2B content marketing strategist, Katie was the executive director of Boston Content, a community of content practitioners, and the chief marketing officer and co-founder of Cintell, a Boston-based B2B content marketing provider. A writer, speaker, and emcee, she hosts the live social-platform-based Exceptional Truths https://www.katie-martell.com/exceptional-truths Learn more from Katie: Follow her on LinkedIn: https://www.linkedin.com/in/katiemartell/ Visit her website: https://www.katie-martell.com/ OUR CONTENT MARKETING IDEA OF THE WEEK Content Management and Strategy: A Disruptive Change We Need [New Research] https://contentmarketinginstitute.com/2020/05/content-strategy-research/ SPONSOR SiteCore Organizations all over the world are being forced to reevaluate their business plans and marketing strategies. The luxury of being able to take a leisurely approach to a digital transformation is no longer an option. Making human connections with customers in our suddenly digital-heavy world should be a top priority. And that means putting your digital transformation on the fast track. Recognized by analysts as a leader in digital experience platforms, Sitecore can help you create memorable customer experiences that build brand trust and loyalty. Learn more at http://cmi.media/sitecore_weekly_wrap_2  

In this week’s episode, Content Marketing Institute’s Robert Rose is thinking about how we can’t save time (so we should be careful how we spend it). He offers a fresh take on an article that claims the pandemic has created the biggest opportunity for publishing in 75 years. Jessica Hodkinson joins to talk about the changes the COVID-19 crisis is bringing about in content marketing and strategy and the differences in approach between B2B and B2C companies. Finally, Robert points to an article that asks whether we’re spending time on the right – or the wrong – things. And that’s a wrap for the week ending May 22, 2020. NEWS ITEM of the Week  “The biggest opportunity … for our industry in 75 years”: Publishers aren’t taking the pandemic lying down https://whatsnewinpublishing.com/the-biggest-opportunity-for-our-industry-in-75-years-publishers-arent-taking-the-pandemic-lying-down/ INTERVIEW of the week  Jessica Hodkinson The guest this week is Jessica Hodkinson, a content strategist, writer, editor, and public relations professional who has worked with clients big and small, including Lenovo, Salesforce, LinkedIn, Robert Half, and others around the globe. Learn more about and from Jessica: Connect with her on LinkedIn: https://www.linkedin.com/in/jessica-hodkinson-82173511/ Follow her on Twitter: https://twitter.com/jesshods Visit her website: https://www.jessicahodkinson.com/ OUR CONTENT MARKETING IDEA of the WEEK 30 Ways to Waste Your Content Marketing Time https://contentmarketinginstitute.com/2019/07/content-marketing-time/  SPONSOR SiteCore Organizations all over the world are being forced to reevaluate their business plans and marketing strategies. The luxury of being able to take a leisurely approach to a digital transformation is no longer an option. Making human connections with customers in our suddenly digital-heavy world should be a top priority. And that means putting your digital transformation on the fast track. Recognized by analysts as a leader in digital experience platforms, Sitecore can help you create memorable customer experiences that build brand trust and loyalty. Learn more at http://cmi.media/weekly_wrap_sitecore

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering how to fatten up patience when it’s wearing thin, and points to a new study that says media buyers and brands have paused their ad spend. He continues his chat with Copyblogger founder Brian Clark, focusing this week on how to avoid turning empathy into an empty buzzword. And finally Robert points to a long-term playbook for content marketing success. And that’s a wrap for the week ending May 15. SPONSOR SiteCore Organizations all over the world are being forced to reevaluate their business plans and marketing strategies. The luxury of being able to take a leisurely approach to a digital transformation is no longer an option. Making human connections with customers in our suddenly digital-heavy world should be a top priority. And that means putting your digital transformation on the fast track. Recognized by analysts as a leader in digital experience platforms, Sitecore can help you create memorable customer experiences that build brand trust and loyalty. Learn more at http://cmi.media/weekly_wrap_sitecore NEWS ITEM OF THE WEEK More Than a Third of Media Buyers and Brands Have Now Paused Their Ad Spend. https://adage.com/article/digital/more-third-media-buyers-and-brands-have-now-paused-ad-spend-iab-report/2253381 Coronavirus Ad Spend Impact: Brands, Agencies & Other Buyers, April 2020 https://www.iab.com/wp-content/uploads/2020/04/IAB-COVID-19-Impact-on-Ad-Spend-Report-2_4.29.2020-FINAL.pdf INTERVIEW OF THE WEEK  Brian Clark is a writer, traveler, entrepreneur, founder of the pioneering content marketing website Copyblogger, the personal-growth newsletter Further, and the podcast Unemployable, a resource that provides smart strategies for freelancers and entrepreneurs. Brian’s been at this for 20 years as solo entrepreneur and a co-founder. His first company failed, but every once since has yielded higher revenue, profits, and happiness. Learn more from (and about) Brian: Sign up for the Further newsletter: https://further.net/ Listen to Unemployable: https://unemployable.com/podcast/ OUR CONTENT MARKETING IDEA OF THE WEEK Do You Have a Playbook for Long-Term Success? https://contentmarketinginstitute.com/cco-digital/systems-issue/collaboration-redefined/marketing-team-playbook/

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering whether rules are made to be broken. He shares his take on an article about how the Financial Times is enjoying better … financial times. Robert talks with Brian Clark about his journey as a solopreneur, co-founder, sabbatical taker, and his new work. And finally, he points you to an article about breaking the (right) rules with your content. And that’s a wrap for the week ending May 8, 2020. SPONSOR SiteCore Organizations all over the world are being forced to reevaluate their business plans and marketing strategies. The luxury of being able to take a leisurely approach to a digital transformation is no longer an option. Making human connections with customers in our suddenly digital-heavy world should be a top priority. And that means putting your digital transformation on the fast track. Recognized by analysts as a leader in digital experience platforms, Sitecore can help you create memorable customer experiences that build brand trust and loyalty. Learn more at http://cmi.media/weekly_wrap_sitecore NEWS ITEM OF THE WEEK The Financial Times is selling its subscription expertise https://digiday.com/media/the-financial-times-is-selling-its-subscription-expertise/ INTERVIEW OF THE WEEK Brian Clark is a writer, traveler, entrepreneur, founder of the pioneering content marketing website Copyblogger, the personal-growth newsletter Further, and the podcast Unemployable, a resource that provides smart strategies for freelancers and entrepreneurs. Brian’s been at this for 20 years as solo entrepreneur and a co-founder. The first one failed, but every company since has yielded higher revenue, profits, and happiness. Learn more from (and about) Brian: Sign up for the Further newsletter: https://further.net/ Listen to Unemployable: https://unemployable.com/podcast/ OUR CONTENT MARKETING IDEA OF THE WEEK Want More Creative Content Ideas? Break These 6 ‘Rules’ https://contentmarketinginstitute.com/2018/11/ideas-break-rules/

In this week’s episode Content Marketing Institute’s Robert Rose is searching for better answers. He offers his take on the new trend of retail brands cooperating on content. Plus, he talks with Kate Volman about content strategy and leadership. And finally Robert points you to an article on how to crush your content goals with a team built on talents rather than tasks. And that’s a wrap for the week ending May 1, 2020. SPONSOR SiteCore Organizations all over the world are being forced to reevaluate their business plans and marketing strategies. The luxury of being able to take a leisurely approach to a digital transformation is no longer an option. Making human connections with customers in our suddenly digital-heavy world should be a top priority. And that means putting your digital transformation on the fast track. Recognized by analysts as a leader in digital experience platforms, Sitecore can help you create memorable customer experiences that build brand trust and loyalty. Learn more at http://cmi.media/weekly_wrap_sitecore NEWS ITEM OF THE WEEK DTC brands are partnering up to create communities (and save on customer acquisition costs) https://www.modernretail.co/platforms/dtc-brands-are-partnering-up-to-create-communities-and-save-on-customer-acquisition-costs/ INTERVIEW OF THE WEEK Kate Volman, CEO of Floyd Consulting Kate and her team are dedicated to helping individuals and organizations become the best version of themselves by providing training, coaching, and consulting services, including Floyd’s cornerstone Dream Manager program based on Matthew Kelly’s bestselling book. With over 15 years of consulting experience with businesses, executives (and having been a business owner herself), Kate understands the professional challenges her clients face. She’s worked with both large and small businesses, including brands such as GoDaddy, Entrepreneur.com, and StartUpNation.com. https://www.amazon.com/Dream-Manager-Matthew-Kelly/dp/1401303706 Learn more from Kate. Check out Floyd Consulting: https://www.floydconsulting.com/ Check out her website: http://katevolman.com/ Check out her videos: https://www.youtube.com/channel/UCRvJ5IsMvwd6NKXbl64K-5Q OUR CONTENT MARKETING IDEA OF THE WEEK Crush Your Content Goals With a Team Built on Talents, Not Tasks [Video] https://contentmarketinginstitute.com/cco-digital/systems-issue/teams-targeting/build-talent-based-teams/

In this week’s episode, Content Marketing Institute’s Robert Rose is thinking about three questions: What? So what? Now what? He shares his fresh take on the reveal of Amazon platform changes that expose publishing’s weak points (again). He talks with The Content Council’s Jacqueline Loch about the challenges of developing messaging and stories in the COVID-19 era. And he takes you back to the future with content marketing predictions for 2020. And that’s a wrap for the week ending April 24, 2020. SPONSOR Content Marketing University The all-new 2020 curriculum features six courses from Robert Rose and 50-plus hours of ancillary content from top industry leaders diving deep into the topics you care about. It’s perfect for enterprise brands and entire departments looking to hone their skills together and individual professionals wanting to advance their own practice of content marketing. Use the discount code FRIEND200 for a $200 discount on access to the courses for an entire year when you register by April 30. https://www.contentmarketinguniversity.com/ NEWS ITEM of the Week  ‘This is exposing our weak points’: Amazon changes teach publishers – again – platform dependence is risky https://digiday.com/media/this-is-exposing-our-weak-points-amazon-changes-teach-publishers-again-platform-dependence-is-risky/ INTERVIEW OF THE WEEK Jacqueline Loch is executive vice president of customer innovation for St. Joseph Communications, a content marketing agency that specializes in developing content and content strategies for businesses all over the world, including some of Canada’s most iconic and celebrated media brands. Jacquie is an expert in content strategy, media integration, SEO, and direct-to-consumer strategies and chairs the board of The Content Council. She’s a frequent speaker on branded content solutions and has created award-winning multi-platform content strategies for clients such as Dior, HBC, Coty, L’Oréal Canada, Walmart, Air Miles/LoyaltyOne, Canadian Tire, and Rogers Communications. Learn more from Jacquie: Connect with her on https://www.linkedin.com/in/jacquelineloch/ Visit https://thecontentcouncil.org/ Read her article A Time for Brands to Be Human  https://stjoseph.com/insight/time-brands-human/ CONTENT MARKETING IDEA OF THE WEEK Back to the Future? 90 Content Marketing Predictions for 2020 https://contentmarketinginstitute.com/2019/12/content-marketing-predictions-2020/  

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering how you’re doing (and he really wants to know the answer). He offers his take on a new article that explains how content helps brands keep calm and carry on. Robert talks with Tanzen Consulting’s Carrie Hane about content design, new operational models, and how we get to a new normal with better content strategies. Plus he points you to an article about Agile marketing principles that’s especially relevant today. And that’s a wrap of the week ending April 17, 2020. SPONSOR Content Marketing University The all-new 2020 curriculum features six courses from Robert Rose and 50-plus hours of ancillary content from top industry leaders diving deep into the topics you care about. It’s perfect for enterprise brands and entire departments looking to hone their skills together and individual professionals wanting to advance their own practice of content marketing. Use the discount code FRIEND200 for a $200 discount on access to the courses for an entire year when you register by April 30. https://www.contentmarketinguniversity.com/ NEWS ITEM OF THE WEEK How Content Can Help Your Brand Keep Calm and Carry On — Virtually https://www.ana.net/blogs/show/id/mm-blog-2020-04-keep-calm-carry-on-content INTERVIEW OF THE WEEK Carrie Hane Founder Tanzen Consulting Hane teaches organizations how to stop the content madness. Since 2015, her company Tanzen Consulting has worked to make content future friendly by starting outside of an interface or delivery channel. Her methodology for doing this is detailed in her 2018 book Designing Connected Content: How to Plan and Model Digital Products for Today and Tomorrow. Carrie was a content strategist before content strategy was even cool. We had an interesting conversation about content design, operational models, and how we might be seeing the future of content strategy coming to life in this current crisis. Learn more from Carrie: Follow her on Twitter Visit the Tanzen consulting web site Attend one of the (now digital) events where she’s presenting: IAC20 and OmnichannelX OUR CONTENT MARKETING IDEA OF THE WEEK Agile Principles + Content Marketing = Long-Term Success https://contentmarketinginstitute.com/2015/12/agile-principles-content-marketing/

In this week’s episode, Content Marketing Institute’s Robert Rose explains why making time to do nothing is one of the most productive choices you can make. He offers his fresh take on an article about how some companies are reexamining the quantity vs. quality content strategy (spoiler alert: that might not be the best idea). Robert chats with CMI Creative Director Joseph “JK” Kalinowski about taking time for creativity. And he points you to an interview with that master (and scholar) of creativity John Cleese. And that’s a wrap of the week ending April 10, 2020. SPONSOR Content Marketing University The all-new 2020 curriculum features six courses from Robert Rose and 50-plus hours of ancillary content from top industry leaders diving deep into the topics you care about. It’s perfect for enterprise brands and entire departments looking to hone their skills together and individual professionals wanting to advance their own practice of content marketing. Use the discount code FRIEND200 for a $200 discount on access to the courses for an entire year when you register by April 30. https://www.contentmarketinguniversity.com/ NEWS ITEM OF THE WEEK With ad prices declining, creators increase their production volume http://digiday.com/future-of-tv/with-ad-prices-declining-creators-increase-their-production-volume/ INTERVIEW OF THE WEEK Joseph Kalinowski Joseph Kalinowski has served as the Content Marketing Institute’s creative director since the organization’s beginning. He oversees the creative and art direction for all CMI, Content Marketing World, and ContentTECH projects. An art director for 18 years, JK’s been a student of creativity at least that long. Get more JK: Follow him on Twitter or Instagram Read his blog posts on the CMI website OUR CONTENT MARKETING IDEA OF THE WEEK John Cleese on Creativity [Video] https://contentmarketinginstitute.com/cco-digital/october-2019/john-cleese-creativity/  

In this week’s episode, Content Marketing Institute’s Robert Rose asks what exactly our responsibility to digital content is now. He offers a fresh take on an article that suggests consumers don’t trust digital marketing. Leadtail CEO Carter Hostelley talks with Robert about managing B2B social right now – and preparing for the new normal. And finally, Robert points you to an article that explains what to expect when you’re experimenting. And that’s a wrap of the week ending April 3, 2020. SPONSOR Content Marketing University The all-new 2020 curriculum features six courses from Robert Rose and 50-plus hours of ancillary content from top industry leaders diving deep into the topics you care about. It’s perfect for enterprise brands and entire departments looking to hone their skills together and individual professionals wanting to advance their own practice of content marketing. Use the discount code FRIEND200 for a $200 discount on access to the courses for an entire year when you register by April 30. NEWS ITEM OF THE WEEK Group M: 'Consumer Trust In Digital Marketing Is Not As High As We Hoped' https://www.mediapost.com/publications/article/349179/groupm-consumer-trust-in-digital-marketing-is-no.html INTERVIEW OF THE WEEK Carter Hostelley Carter Hostelley is the founder and CEO of Leadtail, a social strategy and insights firm. For more than five years, he has championed the importance of social media to CMOs and senior marketers at leading B2B business brands and venture-backed companies. His firm also develops and publishes social insights reports to help marketers better understand how their target audience engages on social media. These reports have been featured in The Wall Street Journal, Business Insider, Forbes, Adweek, and CFO.com. Before Leadtail, Carter held many executive roles with B2B companies. OUR CONTENT MARKETING IDEA OF THE WEEK What to Expect When You’re Experimenting https://contentmarketinginstitute.com/cco-digital/systems-issue/tech-in-place/content-tech-experiments/

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering when we can just “say when.” He explores how a kumbaya moment between consumer and B2B magazines may offer a new model for content monetization for brand publishers. He talks with Brainrider’s Jon Kane about content marketing in these challenging (and rapidly changing) times. And he points you to an article that will help you decide when (and how) the news should disrupt your content calendar. And that’s a wrap for the week ending March 27, 2020. NEWS ITEM OF THE WEEK ‘House Beautiful’ Contracts ‘Business of Home’ for Guest Column https://www.foliomag.com/house-beautiful-business-of-home-partnership/ INTERVIEW OF THE WEEK Jon Kane, Executive Director of Client Services, Brainrider  Jon has spent his career proving how a deep understanding of customer needs can be combined with creativity and technology to help drive real business results. At Brainrider, a B2B digital marketing agency, he leads a team of B2B marketers dedicated to creating strong client relationships while helping to build their marketing and sales pipeline. Jon’s experience of B2B marketing, web, content,  and technology allows him to provide key strategic input and guidance to clients of all sizes and in all industries. Learn more about Jon: -Follow him on Twitter -Subscribe to Brainwave, a curated newsletter he sends every two weeks -Check out Augur Magazine, a project Jon admires created by current and former Brainrider colleagues CONTENT MARKETING IDEA OF THE WEEK Should the News Disrupt Your Content Calendar? Here’s How to Decide https://contentmarketinginstitute.com/2020/03/content-calendar-news/

In this week’s episode, Content Marketing Institute’s Robert Rose is thinking about how we all need to watch our tone. He shares a news article about in-person events that makes him think of that fortune-cookie game – instead of adding the phrase “in bed" to the end, just add the word virtual to the title. Plus he talks with marketing consultant Dennis Shiao about the right way to do virtual events. And finally he points you to an article about the magic of ghostwriting. And that’s a wrap for the week ending March 20, 2020. SPONSOR KAPOST So let me tell you a story … Once upon a time, customers wanted content. So, marketing produced it. As new ways to reach customers emerged, marketers kept creating more and more content. They also started growing their teams and adding technology to help drive engagement. But in all the excitement, we forgot why we started making content in the first place: for our customers. We knew the messages we worked so hard to build were getting lost in the chaos, but we didn't know another way. Finally our customer said, "Enough! You're confusing me!" With that, Kapost was born. Kapost unites revenue teams to speak in one voice across the entire customer journey. Learn more at http://cmi.media/kapost NEWS ITEM OF THE WEEK Publishers put virtual events to the test as in-person gatherings disappear https://digiday.com/media/publishers-put-virtual-events-test-person-gatherings-disappear/ INTERVIEW OF THE WEEK Dennis Shiao Marketing Consultant Dennis Shiao Consulting Dennis is an independent marketing consultant who works with brands on content marketing, product messaging, and social media marketing. Formerly, Dennis led the content marketing function at DNN Software. Dennis curates an email newsletter called Content Corner and publishes marketing-related content on Medium. To learn more about Dennis: Follow him on Twitter Connect with him on LinkedIn (mention the Weekly Wrap in your invite) Check out the Bay Area Content Marketing Meetup OUR CONTENT MARKETING IDEA OF THE WEEK Successful Ghostwriting Demands Collaboration, Not Magic https://contentmarketinginstitute.com/2020/03/successful-ghostwriting-collaboration/  

In this week’s episode, Content Marketing Institute’s Robert Rose explores how content can act as a safety net. He shares a fresh take on a new claim that CMO shine (and pay) is on the decline. Robert chats with Megan Gilhooly about how content teams can find data about everything from the customer experience to the customer journey and customer sentiment. And he points you to an article about the right and wrong way to use vanity metrics. And that’s a wrap ending March 13, 2020. SPONSOR Kapost So let me tell you a story … Once upon a time, customers wanted content. So, marketing produced it. As new ways to reach customers emerged, marketers kept creating more and more content. They also started growing their teams and adding technology to help drive engagement. But in all the excitement, we forgot why we started making content in the first place: for our customers. We knew the messages we worked so hard to build were getting lost in the chaos, but we didn't know another way. Finally our customer said, "Enough! You're confusing me!" With that, Kapost was born. Kapost unites revenue teams to speak in one voice across the entire customer journey. Learn more at http://cmi.media/kapost. NEWS ITEM of the Week Is Technology Subsuming Marketing? https://hbr.org/2020/02/is-technology-subsuming-marketing INTERVIEW of the week Megan Gilhooly Megan is vice president of customer experience at Zoomin Software, where she makes it her mission to change how organizations think about product content. She spent two decades managing content teams, driving content strategy, and delivering stellar information experiences at companies like Amazon, Ping Identity, and INVIDI Technologies. A former online retail business owner and Certified Scrum Master, Megan brings a unique perspective to managing information development and content strategy. Listen to our conversation, then learn more about Megan: Connect with Megan on LinkedIn and Twitter OUR CONTENT MARKETING IDEA of the WEEK The Right and Wrong Ways to Use Vanity Metrics https://contentmarketinginstitute.com/2020/02/vanity-metrics-marketing-goals/

In this week’s episode, Content Marketing Institute’s Robert Rose is wondering whether we’re spiraling into silence – and what we can do about it. Plus he talks about whether Salesforce’s acquisition of The CMO Club is the first of many. Robert chats with Jason Miller about how creativity may be the only real edge we have over machines. And finally he shares an article that explores the power behind purpose-driven brands. And that’s a wrap of the week ending March 6, 2020. SPONSOR Kapost So let me tell you a story … Once upon a time, customers wanted content. So, marketing produced it. As new ways to reach customers emerged, marketers kept creating more and more content. They also started growing their teams and adding technology to help drive engagement. But in all the excitement, we forgot why we started making content in the first place: for our customers. We knew the messages we worked so hard to build were getting lost in the chaos, but we didn't know another way. Finally our customer said, "Enough! You're confusing me!" With that, Kapost was born. Kapost unites revenue teams to speak in one voice across the entire customer journey. Learn more at http://cmi.media/kapost. News items of the week Effects of the "Spiral of Silence" in Digital MediaEWS ITEM of the Week http://www.inquiriesjournal.com/articles/1104/effects-of-the-spiral-of-silence-in-digital-media Welcome The CMO Club to the Salesforce Family https://www.salesforce.com/company/news-press/stories/2020/3/salesforce-cmoclub/ INTERVIEW of the week Jason Miller He’s been around the business forever. And, as you’ll soon hear, he’s starting a new adventure. Jason recently worked as head of brand for Microsoft Europe. Before joining Microsoft, he spent more than five years leading innovative content marketing programs at LinkedIn (and was a 2018 Content Marketer of the Year finalist). He’s also an accomplished photographer. Listen in to our conversation, then learn more about Jason’s work: Connect with him on LinkedIn, Instagram, Twitter, or Facebook. Check out his book of rock music photography. OUR CONTENT MARKETING IDEA of the WEEK 3 Purpose-Marketing Lessons From Innovative Brands https://contentmarketinginstitute.com/2018/07/purpose-marketing-brands/

In this week’s episode, Content Marketing Institute’s Robert Rose wonders about stories from the future. He looks at AdAge’s content marketing awards – and finds them to be aged ads. Plus, he talks with trend hunter and innovation expert Jeremy Gutsche about a methodology for seeing into the future. And finally, he shares several articles about future-proofing your content marketing strategy. And that’s a wrap of the week ending Feb. 28, 2020 SPONSOR KAPOST So let me tell you a story … Once upon a time, customers wanted content. So, marketing produced it. As new ways to reach customers emerged, marketers kept creating more and more content. They also started growing their teams and adding technology to help drive engagement. But in all the excitement, we forgot why we started making content in the first place: for our customers. We knew the messages we worked so hard to build were getting lost in the chaos, but we didn't know another way. Finally our customer said, "Enough! You're confusing me!" With that, Kapost was born. Kapost unites revenue teams to speak in one voice across the entire customer journey. Learn more at https://www.contentoperations.com/ NEWS ITEM OF THE WEEK 2020 AdAge List & Creativity Award Finalists https://adage.com/article/agency-news/announcing-2020-ad-age-list-creativity-awards-finalists/2237886 INTERVIEW OF THE WEEK Jeremy Gutsche CEO Trend Hunter A New York Times bestselling author, award-winning innovation expert, "one of the most sought-after keynote speakers on the planet" (The Sun Newspaper) and the CEO of Trend Hunter -- the world's #1 trend website and innovation consultancy with over 3 Billion views and more than 10,000 innovation projects completed. His team is relied on by 700 brands, billionaires and CEOs to predict and create the future, including Google, Sony, Disney, Starbucks, Coca-Cola, IBM and Adidas. He's even helped NASA prototype the Journey to Mars! Learn more about Jeremy’s work: -Visit TrendHunter.com. -Check out his upcoming book Create the Future and the new edition of The Innovation Handbook. OUR CONTENT MARKETING IDEA OF THE WEEK Chief Content Officer https://contentmarketinginstitute.com/cco-digital/april-2019/

In this week’s episode, Content Marketing Institute’s Robert Rose explores the difference between what is true and what ought to be true. He shares a news article about the problem with advertising and data. Plus, he talks with the authors of a new book about the internal workings of content marketing. And finally, he recommends an article that gives you three strategies for connecting with your audience (hint: start with mutual truths). And that’s a wrap for the week ending February 21, 2020. SPONSOR KAPOST So let me tell you a story … Once upon a time, customers wanted content. So, marketing produced it. As new ways to reach customers emerged, marketers kept creating more and more content. They also started growing their teams and adding technology to help drive engagement. But in all the excitement, we forgot why we started making content in the first place: for our customers. We knew the messages we worked so hard to build were getting lost in the chaos, but we didn't know another way. Finally, our customer said, "Enough! You're confusing me!" With that, Kapost was born. Kapost unites revenue teams to speak in one voice across the entire customer journey. Learn more at http://cmi.media/contentoperations NEWS ITEM OF THE WEEK Marketers Own Up to Data, Journalism Crisis https://www.axios.com/newsletters/axios-media-trends-7fc9d664-6994-4bc2-a742-23808bbeb2b7.html INTERVIEW OF THE WEEK Toby Murdock, founder, Kapost Zoe Randolph, content architect, Kapost They are the authors of the new book Mastering One Voice: A Marketing Fable and Field Guide to Content Operations. Toby has extensive experience helping companies of all sizes turn business ideas into marketing content and a strategy that resonates with customers throughout the buyer journey. He served as Kapost CEO from its founding through the 2019 acquisition by Upland Software, where he is now general manager. Zoe Randolph is a content architect at Kapost where she oversees messaging, hosts webinars, and authors’ long- and short-form content. Learn more about the book at contentoperations.com Connect with Zoe Randolph and Toby Murdock on LinkedIn Visit uplandsoftware.com OUR CONTENT MARKETING IDEA OF THE WEEK 3 Strategies to Connect With Your Audience (Hint: Start With Mutual Truths) https://contentmarketinginstitute.com/2019/06/mutual-truth-brands-customers/  

In this week’s episode, Content Marketing Institute’s Robert Rose explores the trap between strategy and planning. He offers his take on a new article that claims publishing less content is helping publishers grow their audiences. Plus, veteran content marketer Rich Schwerin shares his thoughts about the business challenges of content strategy today. And finally Robert points you to an article about deconstructing a content marketing platform to come up with a better content marketing plan. That’s a wrap for the week ending February 14, 2019. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA USA When: April 20-22, 2020 Register Today: ContentTechSummit.com The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.   At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  BONUS: Use the code ROSE100 and you’ll save $100 on registration NEWS ITEM of the Week Publishers are growing audiences by producing less content https://digiday.com/media/publishers-growing-audiences-producing-less-content/ INTERVIEW OF THE WEEK Rich Schwerin is currently a Senior Content Strategist at Autodesk who has worked for years in enterprise technology content strategy, including stints at VMware and Oracle. He’s worked on many facets of content marketing, including SEO, social media marketing strategy, and product marketing. Rich also puts his background in journalism to work writing articles and moderating panels for the Bay Area Content Marketing Meetup. OUR CONTENT MARKETING IDEA OF THE WEEK Learn What Makes a Content Plan Successful by Taking One Apart https://contentmarketinginstitute.com/2013/10/learn-content-plan-successful-taking-apart/

In this week’s episode, Content Marketing Institute’s Robert Rose offers a more productive alternative to worry and shares his fresh take on the role of content marketing in brand activism. Julia McCoy joins Robert to talk about how following her gut instinct – even when it scared her – helped her build a profitable content marketing business that ended up being a true lifeline. Finally, he points out an article that will help you quit worrying and fix the inefficiencies in your content pipeline. And that’s a wrap for the week ending February 7, 2020. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA USA When: April 20-22, 2020 Register Today: ContentTechSummit.com The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.  At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  BONUS: Use the code ROSE100 and you’ll save $100 on registration NEWS ITEM of the Week Content Activism Can Help Brands Shape A Positive Future  https://www.mediapost.com/publications/article/346454/content-activism-can-help-brands-shape-a-positive.html INTERVIEW of the week Julie McCoy, CEO, Express Writers Julia McCoy is a serial content marketer, entrepreneur, and author. She founded a multi-million dollar content agency, Express Writers, with nothing more than $75 at 19 years old. Today, Julia has been named an industry thought leader in content marketing by Forbes and is the author of two bestselling books, founder of The Content Hacker, and educator. Julia has a passion for sharing what she knows in her books and in her online courses. Her latest book, Woman Rising, is a memoir that chronicles how she escaped from a religious cult and rebuilt her life Listen in to our discussion, then learn more about Julia: Visit womanrisingproject.org Read the Express Writers blog Follow her on Twitter @juliaemccoy OUR CONTENT MARKETING IDEA of the WEEK Fix These Big Inefficiencies in Your Content Pipeline https://contentmarketinginstitute.com/2020/01/inefficiencies-content-pipeline/  

In this week’s episode, Content Marketing Institute’s Robert Rose remembers the disruptive influence of Clayton Christensen. Plus he offers his take on a World Economic Forum report that names content and marketing as the jobs of tomorrow. He talks with Rebecca Geier about taking risks and the importance of “just doing it” in content marketing. And finally, he shares an article about an alternative way to think about audience personas. And that’s a wrap for the week ending January 31, 2020. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA USA When: April 20-22, 2020 Register Today: ContentTechSummit.com The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.   At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  BONUS: Use the code ROSE100 and you’ll save $100 on registration NEWS ITEM of the Week These are the jobs of the future https://www.linkedin.com/feed/news/these-are-the-jobs-of-the-future-4043681/ INTERVIEW of the week Rebecca Geier CEO, Advisor at RIVE With nearly 30 years of business leadership experience with engineering companies large and small and named by The Wall Street Journal editors among the Ten Most Innovative Entrepreneurs in America, Rebecca’s passion is advising engineering executives to realize their vision. Listen in to our discussion, then learn more about Rebecca: Visit her website rivevisor.com Find her on https://www.linkedin.com/in/rebeccageier/ OUR CONTENT MARKETING IDEA of the WEEK An Alternative Approach to Developing Content Marketing Personas https://contentmarketinginstitute.com/2018/04/alternative-content-marketing-personas/  

In this week’s episode, Content Marketing Institute’s Robert Rose explores why leading change is so hard (and how to make it easier). Plus, he shares his take on Google’s new cookie “monster” plan. He talks with Tim Walters about changing the surveillance culture in marketing. And finally, he shares an article about content management and technology struggles that will make you feel less alone.  And that’s a wrap for the week ending January 24, 2020. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA USA When: April 20-22, 2020 Register Today: ContentTechSummit.com The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.   At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  BONUS: Use the code ROSE100 and you’ll save $100 on registration. NEWS ITEM OF THE WEEK Winners, losers and fallout from Google’s plan to drop cookies https://digiday.com/marketing/winners-losers-fallout-googles-plan-drop-cookies/ INTERVIEW OF THE WEEK Tim Walters Principal strategist & Privacy Lead The Content Advisory Tim Walters is a principal strategist and the privacy lead at The Content Advisory, as well as a contributing analyst for TechGDPR. In his writing, advising, and public speaking, Tim aims to help both enterprises and solution providers come to terms with customer experience management (CXM) – while also respecting the privacy and personal data of consumers. Tim was a Senior Analyst and Advisor at Forrester Research, and director of international marketing and strategy for FatWire Software, Earlier, he was a professor at the University of Rochester and New York University. OUR CONTENT MARKETING IDEA OF THE WEEK The Struggle is Real for Content Management and Technology [New Research] https://contentmarketinginstitute.com/2019/04/content-management-technology-research/

In this week’s episode, Content Marketing Institute’s Robert Rose explores the difference between passion and love when it comes to work. Plus he shares his take on an article describing how the workplace will change in 2020. He talks with CMI’s Cathy McPhillips about marketing to marketers, new lead-gen challenges, and where content marketing is going this year. And finally, he shares an article on how to make sure your content survives the committee process. And that’s a wrap for the week ending January 17, 2020. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA, USA When: April 20-22, 2020 Register Today: ContentTechSummit.com The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.  At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  NEWS ITEM of the Week Not working, side hustles and crying: How the workplace will change in 2020 https://digiday.com/marketing/not-working-side-hustles-crying-workplace-will-change-2020/ INTERVIEW of the week Cathy McPhillips, VP of Marketing, Content Marketing Institute. Cathy oversees marketing efforts for all CMI properties. Prior to joining CMI, Cathy has 20+ years in marketing, including agency life, B2C, restaurant and non-profit marketing, and her own marketing consulting business. She is currently a board member for The Orange Effect Foundation. OUR CONTENT MARKETING IDEA of the WEEK How to Survive Content by Committee https://contentmarketinginstitute.com/2019/07/survive-content-committee/

In this week’s episode, Content Marketing Institute’s Robert Rose is trying to get a perspective on perception. Plus he shares his take on the news that advertising as we know it is (mostly) dead. He also talks with Ahava Liebtag about how to overcome the gap between perception and reality in what executives think audiences want vs. what audiences really want. And finally, he points to an article that gives a firsthand account of a patient’s health-care content journey. And that’s a wrap for the week ending January 10, 2020. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA USA When: April 20-22, 2020 Register Today: https://www.contenttechsummit.com/ The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.  At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  NEWS ITEM of the Week Advertising As We Know It Is Dead https://www.forbes.com/sites/larrylight/2020/12/29/advertising-as-we-know-it-is-dead/#663a27307162 INTERVIEW of the week Ahava Liebtag is president and founder of the Aha Media Group, a content marketing and copywriting consultancy that specializes in health care. For more than 20 years she’s been working in, speaking about, and writing on content strategy and content marketing. Learn more about Ahava: Sign up for the email newsletter ahamediagroup.com for original research and analysis (including a recent dive into the storytelling techniques behind great hospital commercials). Browse parent-boss.com, a book in blog form. OUR CONTENT MARKETING IDEA of the WEEK Does Your Health Care Content Hold the Cure for Customers in Crisis? https://contentmarketinginstitute.com/2018/07/health-care-content-cure/

In this week’s episode, Content Marketing Institute’s Robert Rose explains what to do when execs just don’t get it. Plus, he offers a fresh take on an article that predicts content marketing will be a life ring for journalists. He talks with consultant (and jazz musician) Alan Schulman about helping business leaders see content as so much more than campaigns. And he points out an article that will help you make sure your C-suite really does get it. That a wrap for the week ending January 3, 2020. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA USA When: April 20-22, 2020 Register Today: https://www.contenttechsummit.com/ The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.  At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  NEWS ITEM OF THE WEEK Brand-backed media gets another look https://www.niemanlab.org/2019/12/brand-backed-media-gets-another-look/ INTERVIEW OF THE WEEK Alan Schulman Until the end of 2019, Alan was Deloitte Digital’s chief content and creative officer and led its New York Content design and production studio. A copywriter by training (and experience), he holds degrees in journalism and communications, advertising, and jazz. Alan teaches content marketing for General Assembly (a source for training, staffing, and career transition) and other programs. He is about to launch his own consulting practice. Follow him on Twitter @Digschulman CONTENT MARKETING IDEA OF THE WEEK How to Make the Content Marketing Case With ROI   https://contentmarketinginstitute.com/2019/07/content-marketing-case-roi/

In this week’s episode, Content Marketing Institute’s Robert Rose explains why we should work harder to stress out our audience – in a good way. Plus, he offers a fresh take on a new article that says marketers are increasingly creeping people out (and some ideas on how not to). He talks with marketing legend David Meerman Scott about what marketers get wrong about content – and what they can do about it. And finally, he points you to an article about three toy brands that inspire fans with their content marketing. That a wrap for the week (and year) ending December 20, 2019. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA, USA When: April 20-22, 2020 Register Today: https://www.contenttechsummit.com/ The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.  At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  NEWS ITEM OF THE WEEK How to steer clear of marketing’s uncanny valley https://adage.com/article/opinion/how-steer-clear-marketings-uncanny-valley/2221211 INTERVIEW OF THE WEEK David Meerman Scott For our 50th show, Robert talks with David Meerman Scott – one of the few people you can call a legend in this business. He's spent the last two decades as a marketing strategist, entrepreneur, advisor to emerging companies, and VC strategic partner. He’s also a bestselling author of 10 books, including the seminal work The New Rules of Marketing & PR. Learn more: https://www.davidmeermanscott.com/ Visit https://www.fanocracy.com/ OUR CONTENT MARKETING IDEA OF THE WEEK 3 Toy Brands Unexpectedly Spark a Content Marketing Adventure https://contentmarketinginstitute.com/2018/11/toy-brands-content/

In this episode, Content Marketing Institute’s Robert Rose explores the difference between mistakes and failures in light of the viral-for-the-wrong-reason Peloton ad. Plus, he offers a fresh take on a news piece that explains how The Wall Street Journal uses audience data to keep subscribers coming back. He also chats with Jay Acunzo about creativity, show design, and holding audience attention. And he shares a post that outlines five common mistakes you might be making with your content marketing strategy. And that’s a wrap for the week ending December 13, 2019. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA, USA When: April 20-22, 2020 Register Today: https://www.contenttechsummit.com/ The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.   At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  NEWS ITEM OF THE WEEK Habit formation: How The Wall Street Journal turned user-level data into a strategy to keep subscribers coming back https://www.niemanlab.org/2019/06/habit-formation-how-the-wall-street-journal-turned-user-level-data-into-a-strategy-to-keep-subscribers-coming-back/ INTERVIEW OF THE WEEK  Jay Acunzo, Founder, Marketing Showrunners Jay Acunzo is the founder of Marketing Showrunners, which advances the craft of marketers making original series to build passionate audiences: podcasts, video shows, documentaries and more. Subscribers include marketers from Red Bull, Zendesk, the BBC, LinkedIn, Shopify, and more. Jay is also the author of Break the Wheel, a book about making better decisions, faster, when faced with marketing advice overload. A former Googler and startup marketer, Jay has produced over a dozen docuseries with brands and hosts the popular narrative-style podcast about creativity at work, Unthinkable. Check out Marketing Showrunners here: https://www.marketingshowrunners.com/ Say hi on Instagram @jacunzo or Snapchat @jayacunzo CONTENT MARKETING IDEA OF THE WEEK The 5 Common Mistakes Every Content Marketer Should Know https://contentmarketinginstitute.com/2019/11/content-marketer-common-mistakes/

In this week’s episode, Content Marketing Institute’s Robert Rose explores whether a Moneyball approach to content can predict the stories we should tell. Plus, he offers his take on a news story that suggests the age of customer experience is over. And he talks with Cathy McKnight about the difficulty of (fairly) measuring content’s impact. Finally, he shares an article that will lead you to a shiny new metadata strategy. And that’s a wrap for the week ending December 6, 2019. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA, USA When: April 20-22, 2020 Register Today: ContentTechSummit.com The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.   At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business. NEWS ITEM of the Week CMOs shift focus away from customer experience https://www.marketingweek.com/marketing-customer-experience/ INTERVIEW of the week Cathy McKnight, VP Strategy & Solver of Problems, The Content Advisory As Senior Strategist and Problem-Solver with The Content Advisory, Cathy helps organizations transform the way content and related technology enable their business strategy and performance. Cathy has helped companies around the world realize their content and marketing/communication objectives. With 20 years of global experience and expertise in content management, intranets, marketing technologies, and customer experience, Cathy has both led both strategic business transformation initiatives, as well as the detailed execution of enterprise technology implementations. With her background crossing technology, emergent business trends, and both internal and external communications, Cathy focuses on working with clients to bridge leadership, business process, and technology acquisition and adoption. OUR CONTENT MARKETING IDEA of the WEEK Get More Content Noticed, Stop the Bad Metadata https://contentmarketinginstitute.com/2019/07/stop-bad-metadata/

In this episode, Content Marketing Institute’s Robert Rose explores how viewing the world (and work) through a lens of gratitude changes everything. Plus, he rounds up some of the best news you might have missed this year and shares highlights from some favorite interviews. And finally, he points you to inspiring content marketing examples to review while you’re trying to resist the temptation to do some online shopping. And that’s a wrap for the week ending November 29, 2019. NEWS ITEMS of the Week Human Activity in China and India Dominates the Greening of Earth, NASA Study Shows In Most Wholesome Facebook Post Ever, Thousands of Dog Lovers Describe Their Pups for a Blind Man You Can Now Get Directions From the Cookie Monster Thanks to Navigational App’s New Voice Option INTERVIEWS of the week Jim Kukral on “Unskippable” content Sydni Craig-Hart on empathy Jeff Fromm on the advantage of purpose Kathy Klotz-Guest on the permission to experiment Ann Handley on obsessing over quality Todd Henry on managing for creative productivity OUR CONTENT MARKETING IDEA of the WEEK Learn From the Best: 8 Inspiring Content Marketing Examples

In this week’s episode, Content Marketing Institute’s Robert Rose explores whether measurement really matters. Plus, he digs into new research that claims to reveal the “moment of next.” He chats with Scott Monty about what Mr. Rogers can teach us about business. And he points out an article that gets to the heart of metrics that matter in demand and lead gen. And that’s a wrap for the week ending November 22, 2019. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA USA When: April 20-22, 2020 Register Today: https://www.contenttechsummit.com/ The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.  At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business.  NEWS ITEM of the Week “Moments of Next”: Nielsen identifies exactly when readers are most engaged, and how publishers can benefit from it https://whatsnewinpublishing.com/moments-of-next-nielsen-study-identifies-exactly-when-readers-are-most-engaged-and-how-publishers-can-benefit-from-it INTERVIEW of the week Scott Monty, CEO & Principal, Scott Monty Strategies Scott Monty is the bow-tie-wearing, C-suite coach, advisor, and speaker who helps executives improve their messaging, communicate with more empathy, and become “virtuous leaders.” Scott was the first executive at Ford Motor Co. to lead digital communications and social media. His knowledge of history, philosophy, and literature, together with his ability to spot trends, show audiences the key to the future is in understanding human nature while focusing on integrity and values. They chat about the universal things that have bugged humans for ages, the moral obligations of business (and how to measure that), and Mr. Rogers. Get more ideas from Scott: Visit scottmonty.com Subscribe to his Timeless and Timely newsletter OUR CONTENT MARKETING IDEA of the WEEK Shares Don’t Cut It: Pick Better Metrics for Demand and Lead Gen https://contentmarketinginstitute.com/2019/06/metrics-demand-lead-gen/

In this episode, Content Marketing Institute’s Robert Rose explores whether we can be taught to learn by learning to teach. Plus, he digs into the news that Xerox is building a storytelling team. He chats with the one and only Ann Handley about how to just say no to more content. And finally, he points you to the full results of our latest research into B2B content marketing plans and practices. And that’s a wrap for the week ending November 15, 2019. SPONSOR ContentTECH Summit 2020 Where: San Diego, CA  When: April 20-22, 2020 Register Today: https://www.contenttechsummit.com/ The 2020 ContentTECH Summit is the only event focused on the convergence of content, technology, and strategy for enterprise marketers. You’ll learn how the effective use of technology and better processes can help your strategic efforts to create, manage, deliver and scale your enterprise content and provide your customers with better digital experiences. Attendees of ContentTECH will learn from pioneering practitioners and experts in content technology and marketing strategy in dozens of workshops and sessions on topics including, content management, measurement, strategy, artificial intelligence, marketing automation, metadata and much more.  At ContentTECH Summit 2020, our goal is to make you better, more strategic marketers, providing a richer experience for your customers, and in turn, building a more profitable, stronger business. INTERVIEW OF THE WEEK Ann Handley, Chief Content Officer, MarketingProfs Ann Handley is a Wall Street Journal best-selling author, keynote speaker, and the world's first Chief Content Officer. Ann speaks and writes about rethinking the way your business markets. Cited in Forbes as the most influential woman in social media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training, and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program, and the co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Her most recent book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content. is a Wall Street Journal bestseller. -Subscribe to Total Annarchy newsletter https://annhandley.com/newsletter/ -Visit MarketingProfs https://www.marketingprofs.com/ NEWS ITEM OF THE WEEK Xerox builds storytelling team https://www.prweek.com/article/1663873/xerox-builds-storytelling-team CONTENT MARKETING IDEA OF THE WEEK 2020 B2B Content Marketing: What the Successful Do [New Research] https://contentmarketinginstitute.com/2019/10/success-differentiators-b2b-research/

In this episode, Content Marketing Institute’s Robert Rose explores whether we can accurately predict which career moves will lead to happiness. Plus, he shares an article that suggests complying with privacy regulations presents a surprising competitive advantage. He talks with Brad Berens of the Center for the Digital Future at USC Annenberg about thinking exponentially rather than incrementally about the future. Finally he shares an article about what it means to play the long game when it comes to content marketing. And that’s a wrap for the week ending November 8, 2019. NEWS ITEM of the Week GDPR-compliant companies outperforming peers across a wide range of metrics  https://marketingland.com/gdpr-compliant-companies-outperforming-peers-across-a-wide-range-of-metrics-268510?utm_source=bti-social-media INTERVIEW of the week Brad Berens is chief strategy officer at the Center for the Digital Future at USC Annenberg and principal at Big Digital Idea Consulting. In his wide-ranging career, Brad has focused on human behavior and storytelling. These days, he divides his time among research and trend spotting. Listen in to this fascinating conversation, then learn more about Brad and his work:  BradBerens.com Big Digital Idea Consulting Center for the Digital Future OUR CONTENT MARKETING IDEA of the WEEK Playing the Long Game https://contentmarketinginstitute.com/cco-digital/april-2019/ihheroes-educational-content/    

Instead of enhancing our spontaneity, tech seems to have squeezed it out of our lives. In this episode, Content Marketing Institute’s Robert Rose explores what we lose when we fail to plan for spontaneity. Plus, he offers a fresh take on the news that Google is changing the way search works; he interviews Kathy Klotz-Guest about how to promote a culture of experimentation in business; and he shares an article about how chinchillas and bacon help you write better content. And that’s a wrap for the week ending November 1, 2019. SPONSOR Content Marketing and RFP Master Class for Agencies Calling all agencies! Roll up your sleeves and learn the fundamentals of content marketing and how you can apply them advantageously for your agency and your clients. Then we’ll take a deep dive application of content marketing principles to one of an agency’s most urgent (and often most difficult) challenges: responding to the RFP. Through a series of hands-on exercises, you’ll learn new ways to engage your audience and grow your business.  Register today:  http://cmi.media/masterclass Use code ROSE100 for $100 off your registration NEWS ITEM of the Week Understanding searches better than ever before https://www.blog.google/products/search/search-language-understanding-bert/ AI and SEO in the Post-BERT World: What Marketers Need to Know https://www.trustinsights.ai/blog/2019/10/ai-and-seo-in-the-post-bert-world-what-marketers-need-to-know/ INTERVIEW of the week Kathy Klotz-Guest, Founder, Keeping it Human Kathy Klotz-Guest MA, MBA, is a speaker, author, and stage improviser. A former tech executive with 23 years in marketing and comedy, she founded Keeping it Human to help companies and teams solve big creativity, culture and communication challenges with applied improv so employees and customers thrive. Kathy is the author of "Stop Boring Me! Creating Kick-Ass Marketing Content, Products and Ideas Through the Power of Improv” – a book Inc.com and Linkedin Business named a “CMO must-read.” Her speaking includes stages such as SXSW, IBM, Nasdaq, Social Media Marketing World, Kaiser Permanente, FunnyBizz SF, the PBWC Senior Leadership Forum, and Juniper Networks. She studied at ComedySportz and BATS, and sketch at Second City. Learn more: https://www.keepingithuman.com/ OUR CONTENT MARKETING IDEA of the WEEK Ex-SNL Writer Reveals How to Spend 5 Minutes a Day to Improve Storytelling https://contentmarketinginstitute.com/2017/08/writer-improve-storytelling/

In this episode, Content Marketing Institute’s Robert Rose explores marketers’ fears and how to handle those marketing bumps in the night. Plus, he offers his take on the startling news Verizon is moving from publishing to commerce; he interviews creative agency leader and teacher Jonathan Kranz about how to differentiate through content; and he points to an article that might just have you and your agency singing kumbaya. And that’s a wrap for the week ending October 25, 2019. SPONSOR Content Marketing and RFP Master Class for Agencies Calling all agencies! Roll up your sleeves and learn the fundamentals of content marketing and how you can apply them advantageously for your agency and your clients. Then we’ll take a deep dive application of content marketing principles to one of an agency’s most urgent (and often most difficult) challenges: responding to the RFP. Through a series of hands-on exercises, you’ll learn new ways to engage your audience and grow your business. Learn the fundamentals of content marketing and how you can apply them advantageously for your agency and your clients. Then we’ll take a deep dive application of content marketing principles to one of an agency’s most urgent (and often most difficult) challenges: responding to the RFP. Through a series of hands-on exercises, you’ll learn new ways to engage your audience and grow your business. Hear from Robert Rose and Jonathan Kranz... Register today:  http://cmi.media/masterclass Use code ROSE100 for $100 off your registration NEWS ITEM of the Week ‘We’re playing offense’: Verizon pivots its publishing strategy to focus on commerce https://digiday.com/media/playing-offense-verizon-pivots-publishing-strategy-focus-commerce/ INTERVIEW of the week Jonathan Kranz, Principal, Kranz Communications Jonathan Kranz is the author of Writing Copy for Dummies and a copywriting veteran now in his 23rd year of independent practice. His clients include AT&T, Dow Jones, Elsevier, Fidelity Ventures, Harvard Business School, HP, Liberty Mutual, Nuance, Symantec and many others too numerous to list. A popular and provocative speaker, Jonathan offers in-house marketing writing training sessions that help organizations create content that establishes authority, attracts leads, and builds market presence. Jonathan has conducted workshops for companies such as Hattaway Communications, Kaplan, Schlumberger, Symantec and Xerox, and for professional development events led by groups such as the Content Marketing Institute (Content Marketing World) and MarketingProfs. Learn more: http://www.kranzcom.com/ OUR CONTENT MARKETING IDEA of the WEEK Client and Content Agency Share Insider Tips to Successful Relationship https://contentmarketinginstitute.com/2019/03/client-content-agency-relationship/

We all want to think there’s true meaning in the work we do. In this episode, Content Marketing Institute’s Robert Rose questions why we create the content we create. Plus, he offers a fresh take on a news piece about how Best Buy might just be your next media buy; an interview with the founder of the Native Advertising Institute; and an article that will help you do native advertising the right way. And that’s a wrap for the week ending, October 19, 2019. SPONSOR Demand Generation Summit – Free Webinar Event October 23, 2019 10AM – 2PM Join us to learn how you can combine the online and offline experience to make a lasting impact—all while streamlining your content creation, gathering audience data, and saving time and money. Drawing from our own engagement strategies to drive demand at events, we’ll walk you through our best practices that effectively scaled our resources and drove stellar results. It’s a free, virtual event dedicated to demand generation, created for all marketers to help show how their roles can impact demand and increase profitable customer action for their brand. Speakers include Corinne Schmid, Chris Dayley, Michael Brown, Mark Bornstein and Carlos Hidalgo. For more information and to register one webinar, the entire day, or to watch them all on demand if you aren’t available that day, visit: http://cmi.media/demandgen2019 NEWS ITEM of the Week Best Buy touts first-party data capabilities as it looks to build its media business https://digiday.com/marketing/best-buy-touts-first-party-data-capabilities-looks-build-media-business/ INTERVIEW of the week Jesper Laursen, founder of the Native Advertising Institute, and CEO of Brand Movers and Media Movers, agencies that work in content marketing and journalism, respectively. Jesper believes native advertising done right holds great potential for getting your message to the right people, at the right time, and in the right manner. He’s the host of the Clever Content Conference, Native Advertising Days, and The EDGE conference, where I recently spoke. I ask Jesper about what he calls the “next frontier” of content marketing – integrating everything from TV ads to paid search to direct calling to all the tactics in the marketing mix. Learn more: https://nativeadvertisinginstitute.com/ OUR CONTENT MARKETING IDEA of the WEEK How to Do Native Advertising Right: A Brief Guide With Great Examples https://contentmarketinginstitute.com/2019/04/native-advertising-examples/

In this episode, Content Marketing Institute’s Robert Rose explores how to find the heart in your thought leadership. Plus, he offers his take on an article suggesting publishers’ hearts aren’t in the subscriber game; interviews the author of a business book that offers surprising lessons from American transcendentalists; and he points to an article that will help give your content more heart and soul. And that’s a wrap for the week ending October 11, 2019. SPONSOR Demand Generation Summit – Free Webinar Event October 23, 2019 10AM – 2PM Join us to learn how you can combine the online and offline experience to make a lasting impact—all while streamlining your content creation, gathering audience data, and saving time and money. Drawing from our own engagement strategies to drive demand at events, we’ll walk you through our best practices that effectively scaled our resources and drove stellar results. It’s a free, virtual event dedicated to demand generation, created for all marketers to help show how their roles can impact demand and increase profitable customer action for their brand.  Speakers include Corinne Schmid, Chris Dayley, Michael Brown, Mark Bornstein and Carlos Hidalgo. For more information and to register one webinar, the entire day, or to watch them all on demand if you aren’t available that day, visit: http://cmi.media/demandgen2019 NEWS ITEM of the Week Why aren’t most publishers succeeding with subscriptions? Research suggests they may not be trying (hard enough) https://whatsnewinpublishing.com/why-arent-most-publishers-succeeding-with-subscriptions-research-suggests-they-may-not-be-trying-hard-enough INTERVIEW of the week John Jantsch, President, Duct Tape Marketing John Jantsch is a marketing consultant, speaker, and author of Duct Tape Marketing, and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.  He took a bit of time to chat with me about his latest book, (which I have to tell you is just wonderful) and it’s called The Self-Reliant Entrepreneur: 366 Daily Meditations to Feed Your Soul and Grow Your Business, is a daily reminder to entrepreneurs that a better you makes a better business. For more info visit: https://ducttapemarketing.com/ OUR CONTENT MARKETING IDEA of the WEEK 13 Easy Tips to Give Your Content More Personality https://contentmarketinginstitute.com/2019/08/content-personality-tips/  

In this episode, Content Marketing Institute’s Robert Rose explains why you may need to create a new corporate culture club rather than fixing what exists. Plus, he offers a fresh take on a news piece that asks whether the days of TV advertising are finally over; laments how a tech snafu ate his interview; and points you to an article that explains why the content technology process is failing you. And that’s a wrap of the week ending October 4, 2019. SPONSOR: The Content Advisory The Content Advisory was founded in 2010 by Robert Rose as the strategic education, consulting, and research group of The Content Marketing Institute. Over the last decade, we’ve built a series of frameworks and approaches to help implement intelligent content strategies. We combine independent and pragmatic thinking across a group of independent thinking analysts, data scientists, journalists, and creative artists. The Content Advisory assembles agile teams to address specific challenges and help businesses to understand and meet the challenge of transforming their marketing into customer experiences. Since launching in 2010, we’ve worked with more than 200 organizations, including 15 of the Fortune 100. We’ve consulted directly with organizations such as Petco, UPS, McCormick Spices, Capital One, Dell, Caterpillar, Hewlett Packard, Microsoft, The Bill & Melinda Gates Foundation, and 3M.  For more information: TCA.inc  INTERVIEW of the week Unfortunately, technical issues mean we do not have an interview this week. NEWS ITEM of the Week Why Amazon Is About to Upend the $70 Billion TV Ad Market  https://www.emarketer.com/content/why-amazon-is-about-to-upend-the-70-billion-tv-ad-market OUR CONTENT MARKETING IDEA of the WEEK Five Things To Consider When Investing In Content Technology https://contentmarketinginstitute.com/2017/01/investing-content-technology/

As hard as getting buy-in for your content revolution is, getting that yes is the easy part. In this episode, Content Marketing Institute’s Robert Rose explains why it may get messy before it gets better. Plus, he delves into the evolution of what we think of as a magazine and what that says about the importance of shared definitions; he interviews one of content marketing’s original rebels about what happens when disruptors lose their cool factor; and lastly, he offers a resource for creating a complete editorial strategy for your own revolution. And that’s a wrap for the week ending September 27, 2019. SPONSOR: The Content Advisory The Content Advisory was founded in 2010 by Robert Rose as the strategic education, consulting, and research group of The Content Marketing Institute. Over the last decade we’ve built a series of frameworks and approaches to help implement intelligent content strategies. We combine independent and pragmatic thinking across a group of independent thinking analysts, data scientists, journalists, and creative artists. The Content Advisory assembles agile teams to address specific challenges and help businesses to understand and meet the challenge of transforming their marketing into customer experiences. Since launching in 2010, we’ve worked with more than 200 organizations, including 15 of the Fortune 100. We’ve consulted directly with organizations such as Petco, UPS, McCormick Spices, Capital One, Dell, Caterpillar, Hewlett Packard, Microsoft, The Bill & Melinda Gates Foundation, and 3M. Learn more at TCA.inc NEWS ITEM of the Week  It’s time to rethink our definition of a magazine https://whatsnewinpublishing.com/its-time-to-rethink-our-definition-of-a-magazine INTERVIEW of the week Doug Kessler, Co-Founder & Creative Director, Velocity Partners Doug Kessler is co-founder and creative director of Velocity Partners, the London- and New York-based B2B content marketing agency (now part of the Next 15 group). Velocity won the Content Marketing Institute's Agency of the Year in 2016 and Doug refuses to stop mentioning it. He's written a lot about content marketing and has been an annoyingly ubiquitous presence on the speaking circuit too. Learn more: https://velocitypartners.com/ CONTENT MARKETING IDEA of the WEEK Got a Plan? Content Marketing Success Demands It https://contentmarketinginstitute.com/2019/09/editorial-content-essentials/

In this week’s episode, Content Marketing Institute’s Robert Rose explains why you need to be careful not to bury your “B” story when pitching your business case to leadership. Plus, his take on new online news research and the opportunities it presents for marketers; an interview that will help you brush up on presentation skills; and an article that can help marketers get over their stage fright. And that’s a wrap for the week ending September 20, 2019. SPONSOR Content Marketing Institute University CMI University is your hub for all things related to content marketing education and training – your one-stop shop to help you do your job better and more effectively. The curriculum is based around Robert Rose’s master class, plus 50+ hours of ancillary content from top industry leaders- all focusing on topics for a deeper dive. This quarter we’re thrilled to bring you sessions focused on the “process” part of a good content marketing framework: * Andy Crestodina: Content Strategy and SEO for B2B Lead Generation * Jenny Magic and Jenna Reiff: Bullseye! Targeted Content Strategy for B2B ABM and Demand Gen * Tom Martin: Aligning Marketing Automation Platforms and Content to Create Leads Sales Can't Live Without * Joe Lazauskas : The Secret to Creating Content That Transforms Your Brand and Builds Real Relationships With Your Customers Hurry! Fall enrollment ends September 30. Register today:  https://www.contentmarketinguniversity.com/ NEWS ITEM of the Week Key findings about the online news landscape in America https://www.pewresearch.org/fact-tank/2019/09/11/key-findings-about-the-online-news-landscape-in-america/ INTERVIEW of the week Michael Weiss VP Of Marketing - Creative Circle, Public Speaker, and Father in Los Angeles, California Michael has taken a bit of an unorthodox path to get to this point. Yet, storytelling has always been the backbone to whatever he chooses to do. After graduating from Boston University in 1991 he moved to Los Angeles with the dreams of being a rock star. While entertaining crowds all over the US he took a job as a story editor and script analyst with Hollywood notables such as Quincy Jones, Jerry Bruckheimer, Arnold Kopelson and Propaganda Films. He then moved on to get his Masters in Counseling Psychology to help others tell their stories. From there he taught Lifeskills at the Crossroads School in Santa Monica - again focusing on helping students find their own personal stories and focus on what it meant to be a young adult. In 1997 Michael was the cofounder of imagistic - a digital agency - and was CEO for 14 years. It was during this tenure that Michael cut his teeth on digital marketing and worked with clients such as the ACLU, Hollywood.com, The Southern Poverty Law Center, Sir Speedy, Technicolor, The Christopher and Dana Reeve Foundation, Disney, Capitol Records, California Pizza Kitchen, GE, Kellogg’s, Estee Lauder, Bank of America and UCLA. In 2011 Michael decided it was time to go out on his own and refocus his career on storytelling. This included becoming a seasoned TEDx Talker, a Presentation Specialist and a focus on Content Marketing. In 2013 Michael married his love of marketing with music and became the Vice President of Marketing for Musician's Friend (Guitar Center, Inc.) For 2+ years Michael was the VP of Marketing at Creative Circle. Recently he was tasked to take charge of the new consulting side of the business. OUR CONTENT MARKETING IDEA of the WEEK Practical Tips to Calm the Most Extreme Public-Speaking Jitters https://contentmarketinginstitute.com/2016/12/calm-public-speaking-jitters/

What scripts are you following? In this episode, Content Marketing Institute’s Robert Rose challenges us to question the “best practices” or patterns we are following in business. Plus, we share his take on a news article that challenges publishers to disrupt their own business models; an interview about law, content, and privacy and what it means for you; and he points to an article that looks at whether your brand may be breaking the law on social media. And that’s a wrap for the week ending Friday, September 13, 2019. SPONSOR Content Marketing Institute University CMI University is your hub for all things related to content marketing education and training – your one-stop shop to help you do your job better and more effectively. The curriculum is based around Robert Rose’s master class, plus 50+ hours of ancillary content from top industry leaders- all focusing on topics for a deeper dive. This quarter we’re thrilled to bring you sessions focused on the “process” part of a good content marketing framework: * Andy Crestodina: Content Strategy and SEO for B2B Lead Generation * Jenny Magic and Jenna Reiff: Bullseye! Targeted Content Strategy for B2B ABM and Demand Gen * Tom Martin: Aligning Marketing Automation Platforms and Content to Create Leads Sales Can't Live Without * Joe Lazauskas : The Secret to Creating Content That Transforms Your Brand and Builds Real Relationships With Your Customers Hurry! Fall enrollment ends September 30. Register today:  https://www.contentmarketinguniversity.com/   NEWS ITEM of the Week Sandow’s Success Is Anything but Traditional- And why magazine publishers need to disrupt their own business models. https://www.foliomag.com/sandow-material-bank/   INTERVIEW of the week Ruth Carter, Evil Genius, Carter Law Firm Known for her daring antics and outgoing personality, Ruth Carter is an Arizona attorney and an authority on intellectual property, business law, and internet law. Ruth was selected as an American Bar Association Legal Rebel and a Phoenix Business Journal 40 Under 40. They also wrote three best-selling books on guerrilla marketing and social media law including The Legal Side of Blogging: How Not to get Sued, Fired, Arrested, or Killed. Ruth has been a speaker over 100 events including Content Marketing World and South by Southwest, and featured in the Wall Street Journal, Entrepreneur, and on NPR. Learn more: https://carterlawaz.com/ OUR CONTENT MARKETING IDEA of the WEEK Is Your Brand Breaking the Law on Social Media? https://contentmarketinginstitute.com/2018/10/law-social-media/