Articles

Tag: content marketing

  • Simplify the Content Editing and Approval Process

    Simplify the Content Editing and Approval Process

    I started my career in content at an executive recruiting firm, where I wrote and edited 200 bios for the associates (we weren’t allowed to call them recruiters). I only had to have that person — the one I had written the bio about — approve what I had written.

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  • Looking for Structure in the Dollar Menu

    Looking for Structure in the Dollar Menu

    High value content comes from the ability to organize and expose the right content to the right user at the right time in the right format.

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  • Stop Flailing About with Content Marketing

    Stop Flailing About with Content Marketing

    Nearly every company recognizes the value of content marketing, but getting from that recognition to a program that works, both internally and externally, is a tough process. It’s not just a matter of writing stuff — it’s a matter of writing stuff that leads to a sale.

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  • CMSWire Tweet Jam: How Brands Stand Out in a Sea of Content #cxmchat

    CMSWire Tweet Jam: How Brands Stand Out in a Sea of Content #cxmchat

    Brands are competing for a limited resource: attention. So why do some brands get it again and again, while others flounder with content marketing initiatives? What separates the success stories from the rest? Join in to discuss these questions and more at this month's Tweet Jam.

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  • Why Successful Content Marketers Don't Talk About Content

    Why Successful Content Marketers Don't Talk About Content

    Marketers have made leaps and bounds in the last few years in getting content marketing engrained in their vocabulary and that of their companies. But it’s one situation in which "fake it ‘till you make it" may be causing more harm than good. Forrester Research predicts that unstructured enterprise content

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  • The 3 Cs of Content Strategy

    The 3 Cs of Content Strategy

    From cosmetics manufacturers to hotels, everyone’s a publisher now.  The problem is no longer how much content a company can produce, but how much of it is consumed and acted upon — by the right people.

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  • Just What Are You Selling?

    Just What Are You Selling?

    Trying to market in the middle of today’s crowded digital field is a little like knocking on the customer’s door and finding 50 other salespeople on the porch with you — all selling a similar product at a lower price. This isn’t a new phenomenon.

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  • A World Without Outbound Marketing

    A World Without Outbound Marketing

    Dateline June 2020. Congress passes a bill that forbids marketers from using email marketing and cookies. Industry analysts call it “the end of lead nurturing.” As content marketers, would we survive? Let’s see: a. we produce content that’s interesting and valuable to our target audience. But b.

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  • Don't Hit Publish Until You Answer These Questions

    Don't Hit Publish Until You Answer These Questions

    I won’t pretend to be a content marketing expert. But as a B2B content writer, my humble opinion on the subject can be summed up in six words: Stop doing content for content’s sake.

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  • How to Make Your Content Stand Out From the Pack

    How to Make Your Content Stand Out From the Pack

    A long line of prognosticators (myself included) espoused the growing importance of content marketing in the lead up to 2013. In fact, many marketing pundits dubbed 2013 the “year of content marketing.” True to those predictions, we saw the volume of content generated at an all-time high.

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  • 5 Tips to Shape Up Your Content Marketing

    5 Tips to Shape Up Your Content Marketing

    Writing well isn’t easy. As German author Thomas Mann once said, “A writer is a person for whom writing is more difficult than it is for other people.

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  • 8 Content Marketing Mistakes to Avoid

    8 Content Marketing Mistakes to Avoid

    Customers are becoming content connoisseurs. Your ability to cut through the digital noise and engage with them starts with the recognition that sales-focused marketing content may no longer fly with these discerning consumers. They expect your content to be both informative and entertaining.

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  • What I Learned in 10 Years of Content Marketing

    What I Learned in 10 Years of Content Marketing

    As much as we like to think of content marketing as a brave new concept, it isn't. Consider the Jell-O recipe books from the early 1900s and John Deere’s "The Furrow" magazine for educating farmers, which dates back to the late 1800s.

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  • What Is Your Brand Running On?

    What Is Your Brand Running On?

    Do you wonder how top brands outrun the competition? Content marketing may be the latest “it” tool for brand marketers, but look closer and you’ll find an old standby — the supply chain — being used to separate the best from the rest.

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