CMI Weekly Wrap

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 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/