CMI Weekly Wrap

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/