CMI Weekly Wrap

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/

In this week's episode, Content Marketing Institute's Robert Rose explains why we don't have to neatly wrap up every story we tell. Plus, he offers his take on a piece about how to shake up the traditional approaches to marketing, interviews an author about how to market to millennials and Gen-Z, and points to an article that offers purpose-driven marketing lessons from innovative brands. And that's a wrap for the week ending September 6, 2019.

NEWS ITEM of the Week

3 Ways We Can Shake Up Traditional Approaches to Marketing

https://www.adweek.com/brand-marketing/3-ways-we-can-shake-up-traditional-approaches-to-marketing/

INTERVIEW of the week Jeff Fromm, President, FutureCast

Jeff Fromm is a subject matter expert and professional speaker on consumer trends and brand strategy. He has worked all over the world – well, not Antarctica. His biggest achievement thus far is being cast as a backup tree in his elementary school musical.

He is a contributing writer for Forbes and author of four books: "Marketing to Millennials," "Millennials with Kids," "Marketing to Gen Z" & "The Purpose Advantage." (September 2019). Jeff led the first large, public-facing study of Millennials in a partnership with the Boston Consulting Group in 2010/2011. He has more than 25 years of marketing consulting experience. He serves on the Board of Directors at Three Dog Bakery. Jeff graduated from The Wharton School of the University of Pennsylvania and attended The London School of Economics.

For more on Jeff: https://www.jefffromm.com/

OUR CONTENT MARKETING IDEA of the WEEK

3 Purpose-Marketing Lessons From Innovative Brands\

https://contentmarketinginstitute.com/2018/07/purpose-marketing-brands/

Who is the most important person on your team? In this week's episode, Content Marketing Institute's Robert Rose explains why loading your content team with "superstars" may not be the best way to succeed. Plus, he offers his take on Allstate bringing its creative in-house. He also talks with a content marketing leader about building an award-winning content team and shares an article on how Agile principles lead to sharper content strategies. And that's a wrap for the week ending August 30, 2019.

SPONSOR

Content Marketing World 2019

Where: Cleveland, OH, USA

When: September 3-6

Content Marketing World Conference & Expo is the largest content marketing event on the planet. If you want to learn from, and rub elbows with, the best of the best in the content marketing industry, then this event is for you. Whether you are a seasoned practitioner or a content marketing newbie, you'll find your "tribe" at #CMWorld.

Join an expected 4,000 attendees from 70 countries specializing in marketing, communications, public relations, journalism, social media and more in our 9th annual event. We offer more than 250 sessions presented by the leading brand marketers and experts from around the world covering topics including audience building, demand gen, video, email marketing, measurement, influencer marketing, branded content, native advertising and so much more!

Hurry! Register Today: http://www.contentmarketingworld.com/

Use Code ROSE100 to save an extra $100 off your registration.

NEWS ITEM of the Week

Allstate beefs up internal creative team as more advertising work goes in-house

INTERVIEW of the week Laura Hamlyn, Director, Global Content Team, Red Hat

Laura is head of content strategy and content marketing programs for Red Hat's Marketing Communications team. She manages a global team responsible for digital/web content strategy, content marketing, and story development, content operations, translations and localization, and content messaging and governance.

OUR CONTENT MARKETING IDEA of the WEEK

Try These 5 Agile Marketing Values to Sharpen Your Content Process

https://contentmarketinginstitute.com/2019/04/agile-marketing-values/

When you're in a tight spot, are you more creative or less? In this episode, Content Marketing Institute's Robert Rose explains how rules and constraints actually foster the creative response. Plus, he offers his take on news about what happens when consumers put a price on their data. And this week's interview explores the futility of "snapshot productivity." Finally, Robert points to an article about how the right creative brief makes the difference between a great first draft and a creative disappointment. And that's a wrap of the week, ending August 23, 2019.

SPONSOR

Content Marketing World 2019

Where: Cleveland, OH, USA

When: September 3-6

Content Marketing World Conference & Expo is the largest content marketing event on the planet. If you want to learn from, and rub elbows with, the best of the best in the content marketing industry, then this event is for you. Whether you are a seasoned practitioner or a content marketing newbie, you'll find your "tribe" at #CMWorld.

Join an expected 4,000 attendees from 70 countries specializing in marketing, communications, public relations, journalism, social media and more in our 9th annual event. We offer more than 250 sessions presented by the leading brand marketers and experts from around the world covering topics including audience building, demand gen, video, email marketing, measurement, influencer marketing, branded content, native advertising and so much more!

Register Today: http://www.contentmarketingworld.com/

Use Code ROSE100 to save an extra $100 off your registration.

NEWS ITEM of the Week

ARF: The Price Consumers Put On Their Data

https://www.mediapost.com/publications/article/339320/arf-the-price-consumers-put-on-their-data.html

INTERVIEW of the week

Todd Henry, author of Accidental Creative, Die Empty, Louder Than Words & Herding Tigers

Todd Henry teaches leaders and organizations how to establish practices that lead to everyday brilliance. He is the author of four books (The Accidental Creative, Die Empty, Louder Than Words, and Herding Tigers) which have been translated into more than a dozen languages, and he speaks and consults across dozens of industries on creativity, leadership, and passion for work. His book Die Empty was named by Amazon.com as one of the best books of 2013. His latest book, Herding Tigers, is about what creative people need from their leader, and how to give it to them.

For more: https://accidentalcreative.com/

OUR CONTENT MARKETING IDEA of the WEEK

How to Write a Great Creative Brief

https://contentmarketinginstitute.com/2018/10/write-creative-brief/

In this episode, Content Marketing Institute's Robert Rose explores the danger of forgetting that "buy-in" doesn't necessarily mean "all-in." Plus, he offers a fresh take on a news piece asking why so many content marketers overlook one obvious (and effective) tactic. And this week Robert chats with Salesforce's Heike Young about finding no-cost ways to use data in content – and why sales enablement strategy trumps TikTok strategy every time. Finally, he points to an article that will help you spice up your content strategy. And that's a wrap for the week ending August 16, 2019.

SPONSOR

Content Marketing World 2019

Where: Cleveland, OH, USA

When: September 3-6

Content Marketing World Conference & Expo is the largest content marketing event on the planet. If you want to learn from, and rub elbows with, the best of the best in the content marketing industry, then this event is for you. Whether you are a seasoned practitioner or a content marketing newbie, you'll find your "tribe" at #CMWorld.

Join an expected 4,000 attendees from 70 countries specializing in marketing, communications, public relations, journalism, social media and more in our 9th annual event. We offer more than 250 sessions presented by the leading brand marketers and experts from around the world covering topics including audience building, demand gen, video, email marketing, measurement, influencer marketing, branded content, native advertising and so much more!

Register Today: http://www.contentmarketingworld.com/

Use Code ROSE100 to save an extra $100 off your registration.

NEWS ITEM of the Week

Original research for content marketing - why aren't more brands doing it?

https://diginomica.com/original-research-content-marketing-why-arent-more-brands-doing-it

INTERVIEW of the week

Heike Young, Senior Manager, Industry Strategy & Insights, Salesforce

Heike leads content strategy for retail and consumer goods insights at Salesforce. But she's worked on nearly every kind of content imaginable during her Salesforce career. Her work has been featured in Forbes, Adweek, The Wall Street Journal, and Business Insider, and she's a finalist for 2019 B2B Content Marketer of the Year.

Read more from Heike here: https://www.salesforce.com/blog/authors/heike-young.html

OUR CONTENT MARKETING IDEA of the WEEK

How to Make Your Bland Content Strategy Delicious

https://contentmarketinginstitute.com/2018/11/content-strategy-delicious/

In this episode, Content Marketing Institute's Robert Rose explores how strength comes from the diversity of our voices and the character of our brands and offers his take on a news piece reminding us that emerging markets offer a prime opportunity for growth. Plus he talks with Sydni Craig Hart about how ignoring the diversity of your audience means leaving money on the table. And he shares an article that shows how smart brands put their corporate culture to work for their audiences. And that's a wrap of the week ending August 9, 2019.

SPONSOR

Content Marketing World 2019

Where: Cleveland, OH, USA

When: September 3-6

Content Marketing World Conference & Expo is the largest content marketing event on the planet. If you want to learn from and rub elbows with the best of the best in the content marketing industry, then this event is for you. Whether you are a seasoned practitioner or a content marketing newbie, you'll find your "tribe" at #CMWorld.

Join an expected 4,000 attendees from 70 countries specializing in marketing, communications, public relations, journalism, social media and more in our 9th annual event. We offer more than 250 sessions presented by the leading brand marketers and experts from around the world covering topics including audience building, demand gen, video, email marketing, measurement, influencer marketing, branded content, native advertising and so much more!

Register Today: https://www.contentmarketingworld.com/

Use Code ROSE100 to save an extra $100 off your registration.

NEWS ITEM OF THE WEEK

Taking advantage of opportunities in growth markets

https://www.fipp.com/news/features/taking-advantage-opportunities-growth-markets

INTERVIEW OF THE WEEK

Sydni Craig Hart, CEO of Smart Simple Marketing

She's a fourth-generation entrepreneur who has run her own business since 2006. She's helped more than 8,000 small businesses in 79 industries drive growth. And she's working with some of the biggest tech companies on the planet – Google, Facebook, LinkedIn, and more – to help them past their notorious blind spots: audience diversity.

https://smartsimplemarketing.com/

OUR CONTENT MARKETING IDEA OF THE WEEK

Is Your Corporate Culture Conducive to Content Success?

https://contentmarketinginstitute.com/2018/10/culture-content-success/

You can tell a lot about people by looking at their things. In this episode, Content Marketing Institute's Robert Rose looks at how corporate websites are suffering from our attachment to (content) things – and suggests ways to look at them differently. Plus, he offers a fresh take on Staples' new content move, a new interview segment with expert advice on making your content unskippable, and a must-have content checklist to help you create quality content reliably and repeatedly. And that's a wrap for the week ending August 2, 2019.

SPONSOR

Content Marketing World 2019

Where: Cleveland, OH, USA

When: September 3-6

Content Marketing World Conference & Expo is the largest content marketing event on the planet. If you want to learn from, and rub elbows with, the best of the best in the content marketing industry, then this event is for you. Whether you are a seasoned practitioner or a content marketing newbie, you'll find your "tribe" at #CMWorld.

Join an expected 4,000 attendees from 70 countries specializing in marketing, communications, public relations, journalism, social media and more in our 9th annual event. We offer more than 250 sessions presented by the leading brand marketers and experts from around the world covering topics including audience building, demand gen, video, email marketing, measurement, influencer marketing, branded content, native advertising and so much more!

Register Today: http://www.contentmarketingworld.com/

Use Code ROSE100 to save an extra $100 off your registration.

NEWS ITEM of the Week

Staples launches magazine as part of 'Worklife' brand refresh

https://www.marketingdive.com/news/staples-launches-magazine-as-part-of-worklife-brand-refresh/559279/

INTERVIEW of the week

Jim Kukral

He's a recognized expert in online marketing and branding, the author of 10 books, an adjunct professor for the University of San Francisco's Internet Marketing program, and he started and sold two online marketing agencies. Maybe most interestingly, he's also a rehabilitated politician. Listen to Robert's conversation with Jim to find out how winning a local election almost ruined his life, how he bounced back, and what he learned about making content

For more info on Jim and his book: http://www.beunskippable.com

OUR CONTENT MARKETING IDEA of the WEEK

Must-Have Checklist to Creating Valuable Content

https://contentmarketinginstitute.com/2019/06/creating-valuable-content-checklist/

"Qui transtulit sustinet." He who transplants, sustains. In this episode, Content Marketing Institute's Robert Rose explains why this Latin phrase about reinventing yourself could help save your career. Plus he offers a fresh take on why FaceApp isn't likely to age well and shares an article that should help agencies and their brand clients make sure they're speaking the same language when it comes to content marketing. And that's a wrap for the week ending July 26, 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.

This week only, Robert is offering listeners a free copy of his book with Joe Pulizzi, Killing Marketing. All you have to do is go to this website and sign up for the newsletter: http://www.returnonaudience.com

NEWS ITEM OF THE WEEK

FaceApp was a test. We didn't pass

https://www.cnet.com/news/faceapp-privacy-concerns/

OUR CONTENT MARKETING IDEA OF THE WEEK

Agencies: How to Set Your Clients' Content Marketing Expectations

https://contentmarketinginstitute.com/2019/07/agencies-clients-expectations/