CMI Weekly Wrap

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/