A look back on 6 years of Content Marketing Institute articles

1. 42 HOT TIPS for
Compelling
Content MarketinG
A Look back on 6 years of
Content Marketing Institute articles
#CMI42

2. Why Content Marketing?
(NOTE: This is from Joe’s inaugural Junta42 post)
“One thing is for sure, it is the organizations, not individual users or publishers, that have the
greatest opportunity (and possibly learning curve) to create valuable content that makes an
impact on people. Smart organizations are doing it now. More will come. Things are going to get
interesting.” — Joe Pulizzi
 Tweet it:
Re: #contentmarketing in 2007: “More will come.
Things are going to get interesting.” @juntajoe
http://bit.ly/16rQDeP #CMI42

3. Critical Content Marketing Trends that Signal Big Industry Changes Ahead
“‘Content marketing’ is close to surpassing ‘search marketing’ in popularity as a keyword search
term.” — Joe Pulizzi
 Tweet it:
“Content Marketing is close to surpassing search marketing as keyword search term.”
@juntajoe http://bit.ly/16lcMth #CMI42
The History of Content Marketing [Infographic] – Corporate Storytelling is Not New
“Brands have been telling stories to attract and retain customers for hundreds of years. The
difference today is that the barriers to entry (content acceptance, talent and technology) no
longer exist for brands to get into the publishing arena.” — Joe Pulizzi
 Tweet it:
“Barriers to entry no longer exist for brands to get into publishing arena.”
@juntajoe http://bit.ly/12eeYlM #CMI42
#CMI42

4. 24 Top Content Marketing Questions Answered in Less than 140 Characters
“Content marketing works with your other marketing, not in replacement of. The issue now is that
most brands are underdeveloped in content marketing and we have to catch up.” — Joe Pulizzi
 Tweet it:
“Most brands are underdeveloped in #contentmarketing & we have to catch up.”
@juntajoe http://bit.ly/Z0b9Oq #CMI42
The 7 Business Goals of Content Marketing: Inbound Marketing Isn’t Enough
“The point is, there is no black and white in marketing; it’s all gray. There are no silver bullets.
Marketing objectives sometimes need to be solved with a combination of efforts, not by putting
all your eggs in one basket.” — Joe Pulizzi
 Tweet it:
“The point is, there is no black & white in marketing; it’s all gray.”
@juntajoe http://bit.ly/Ts8TiI #CMI42
#CMI42

5. First Things First — Content Strategy Before Social Strategy
“The question marketers must ask themselves is: “What makes my brand so interesting that
people will want to talk about it and share it with their friends?” (Even boring brands have
something interesting to say!) You can’t succeed in social media if you don’t have something
interesting to say.” — Patricia Redsicker
 Tweet it:
“What makes my brand so interesting people will want to talk about it & share w friends?”
@predsicker http://bit.ly/Z0capH #CMI42
Content Marketing: The Fallacy that More is Better
“There was a time for more, but that time has passed.” — Joe Pulizzi
 Tweet it:
Re: #contentmarketing: “There was a time for more, but that time has passed.”
@juntajoe http://bit.ly/14M7Stg #CMI42
#CMI42

6. The CMI Content Marketing Framework: 7 Building Blocks to Success
“There are no “silver bullets” or one-size-fits-all plans that apply to every organization.
However, there are some core, common elements across successful content marketing
programs.” — Joe Pulizzi
 Tweet it:
“There are some core, common elements across successful.” #contentmarketing programs @juntajoe
http://bit.ly/14DkFh8 #CMI42
Why You Need a Content Marketing Mission Statement
“I feel [the mission statement] is critical to set the tone for the idea of content marketing, or any
marketing for that matter. Marketing professionals from so many small and large businesses get
so fixated on channels such as blogs, Facebook or Pinterest that they honestly have no clue of
the underlying content strategy. So, the why must come before the what.” — Joe Pulizzi
 Tweet it:
“[Companies] have no clue of underlying content strategy. The WHY must come before the WHAT.”
@juntajoe http://bit.ly/RHmykD #CMI42
#CMI42

7. Getting Buy-In for Your Content Marketing: A 3-Point Process
“In your pitch, ask for a trial period of six months to a year to test out a content marketing
program — chances are the executives will be more comfortable with this than they would
be with making an all-or-nothing, long-term commitment to a program they may be
unfamiliar with.” — Joe Griffin
 Tweet it:
“Ask for a trial period of 6 mo to 1 yr to test out #contentmarketing program” @joegriffin
http://bit.ly/VU1E3W #CMI42
How to Justify the Cost of Content Marketing
“Content marketing costs 31 percent less than paid search for mid-size organizations and 41
percent less than paid search for large organizations.” — Michele Linn
 Tweet it:
“#contentmarketing costs 31% less than paid search for mid-size orgs, 41% less for large orgs”
@michelelinn http://bit.ly/V2p225 #CMI42
#CMI42

8. Developing a Buyer Persona? Avoid these 4 Common Mistakes
“If your buyer personas are based on generic or internal ideas about your buyers, your content
won’t be any better than it was before you had personas.” — Adele Revella
 Tweet it:
“If buyer personas are based on generic/internal ideas…your content won’t get any better.”
@BuyerPersona http://bit.ly/RmXu5A #CMI42
Content Marketing Strategy: 3 Experts on Tapping Influencers
“As Amanda Maksymiw, Leslie Reiser, and Waynette Tubbs remind us, it can be beneficial to look
beyond the most obvious, popular people in your network to help you spread the word. [Think
about employees and customers, too.]” — Michele Linn
 Tweet it:
“It can be beneficial to look beyond the most obvious, popular people in your network to help
spread the word.” @michelelinn http://bit.ly/YsDMEi #CMI42
#CMI42

9. Brand Storytelling: 10 Steps to Start Your Content Marketing Hero’s Journey
“The [Hero’s Journey] structure is meant to provide a platform to help you to develop a way to
tell your story, or maybe to discover what’s missing from your existing story. It’s not a template
for the story — this is an important distinction, because your story will be unique to you, your
brand, and the experience you are trying to create.” — Robert Rose
 Tweet it:
“[Hero’s Journey] structure is meant to...help develop a way to tell your story” @Robert_Rose
http://bit.ly/Z5JL1W #CMI42
7 Steps to Creating Your Content Marketing Channel Plan
“The content strategy defines the channel strategy — not the other way around.” — Joe Pulizzi
 Tweet it:
“The content strategy defines the channel strategy — not the other way around.” @juntajoe
http://bit.ly/VmUfZE #CMI42
#CMI42

10. 58 Social Media Ideas to Inspire Your Content Marketing
“Content is nothing without the right distribution channels, which is why content marketing and
social media make a great team.” — Michele Linn
 Tweet it:
“Content is nothing w/out right channels; #contentmarketing & social media make a great team.”
@michelelinn http://bit.ly/XKuDtT #CMI42
12 Tips for Keyword Selection to Guide Your Content Marketing SEO
“If you constantly create internet content without thinking through search engine optimization
(SEO) and keywords, you will rank for something (content does resonate with search engine
algorithms). Yet, you will consistently run the risk of shortchanging your SEO strategy — and
your company’s ability to grab its fair share of relevant search engine traffic — for branding,
conversions and more.” — Mike Murray
 Tweet it:
If you create internet content w/o thinking SEO/keywords…you shortchange #SEO strategy.”
@mikeonlinecoach http://bit.ly/XLPAzM #CMI42
#CMI42

11. Planning Your Content Marketing Team: Critical Positions and Salary Info
“There are 6 key players on a content marketing team: Chief Content Officer/VP of marketing;
managing editor; content creator, content producer, Chief Listening Officer” — Michele Linn
 Tweet it:
“There are 6 key players on #contentmarketing team” – read more from @michelelinn
http://bit.ly/VNdT3Q #CMI42
Chief Content Officer Job Description Sample Template
“The CCO requires a combination marketing and publishing mindset, with the most important
aspect being to think “customer first”. In essence, the CCO is the corporate storyteller that must
be empathetic toward the pain points of the customer.” — Joe Pulizzi
 Tweet it:
“The CCO is the corporate storyteller that must be empathetic toward pain points of customer.”
@juntajoe http://bit.ly/SoAQqp #CMI42
#CMI42

12. Can B2B Marketers Become Content Whisperers?
“When trying to determine if what you’re hearing from prospects should inform your content
marketing strategy, the first thing you need to do is ground the feedback. Is the person (or
people) you’re listening to representative of the persona the marketing program is designed to
engage?” — Ardath Albee
 Tweet it:
“Is the person u r listening to representative of persona the mktg program is designed to engage?”
@ardath421 http://bit.ly/VrtXav #CMI42
14 Sources for Content Curation Inspiration
“After you pick a topic to produce content around, one of the most common questions about
getting started with content curation is where do you get your content? After all, your curation
efforts can only be as good as the source of your content.” — Pawan Deshpande
 Tweet it:
“Your curation efforts can only be as good as the source of your content.” @getcurata
http://bit.ly/VyB0A2 #CMI42
#CMI42

13. The Essential Guide for Meta Descriptions that Will Get You Found Online
“If you think meta descriptions are no longer important, this post may change your mind. In fact,
with the rise of social media, they are more valuable than ever.” — Brad Shorr
 Tweet it:
“In rise of social media, [meta descriptions] are more valuable than ever.” @bradshorr
http://bit.ly/V2sQQP #CMI42
8 KPIs Your Content Marketing Measurement Should Include
“it is important to keep in mind that not all unique visits are the same. For example, a unique
visit to a white paper might be much more valuable for lead generation purposes than a unique
visit to a blog — especially if that visit spends more time with the content (which we’ll get more
into later on).“ —Neil Bhapkar
 Tweet it:
“It is important to keep in mind that not all unique visits are the same.” @neilbhaps
http://bit.ly/Wnb7Cy #CMI42
#CMI42

14. A Field Guide to the 4 Types of Content Marketing Metrics #eBook
“Remember why you started creating content in the first place — to achieve business goals,
rather than content objectives.” — Michele Linn
 Tweet it:
“Remember why you started creating content in 1st place - to achieve business goals.” @jaybaer
@michelelinn http://bit.ly/SDaU8Y #CMI42
12 Months of Content Marketing Ideas for SlideShare
“To get started on the road to SlideShare content marketing success, build your ideas into your
editorial calendar, assign one of the above ideas to each of the 12 upcoming months, and then
delegate and schedule the activities required for each presentation.” — Roger Parker
 Tweet it:
“To get started on @SlideShare #contentmarketing success, build ideas into editorial calendar.”
@rogercparker http://bit.ly/Z5RnXB #CMI42
#CMI42

15. 42 Content Marketing Ideas for 2013
“Create a piece of content in 2013 that would be completely unexpected and see what
happens.” — Joe Pulizzi
 Tweet it:
“Create a piece of content in 2013 that would be completely unexpected; see what happens.”
@juntajoe http://bit.ly/XoRSuD #CMI42
21 Types of Content We Crave
“If your content doesn’t resonate with your audience, then they won’t follow you where you
want to take them. For content marketers, this is a cardinal sin. The Key Question Is: What kind
of content universally resonates with people?” — Scott Aughtmon
 Tweet it:
“If your content doesn’t resonate with your audience, then they won’t follow you…”
@rampbusinesses http://bit.ly/XJeuoW #CMI42
#CMI42

16. How to Create an Idea Dashboard to Track Your Favorite Content Ideas
“Just like the dashboard of your automobile allows you to monitor numerous functions at a glance
(i.e., current speed, miles traveled, available gasoline, current radio station, and comfort settings,
etc.), an idea dashboard helps you monitor ideas worthy of further study.” — Roger Parker
 Tweet it:
“An idea dashboard helps you monitor ideas worthy of further study.” @rogercparker
http://bit.ly/XJf2vb #CMI42
7 Tricks Content Marketing Trendsetters Can Teach You for 2013
“Forming relevant partnerships is an age-old marketing technique that you can put to good use
in your content marketing. By partnering up, you can reach new audience members. Partnering
doesn’t always require you to find a match within your industry; all you need to share is a target
audience.” — Mark Sherbin
 Tweet it:
“Partnering doesn’t require finding an industry match. All you need to share is target audience.”
@marksherbin http://bit.ly/W8kqGd #CMI42
#CMI42

17. 5 Content Strategies for Boring Brands
“No matter what kind of product or service you offer, there’s no reason for a boring
presentation. Any product can be showcased in a way that is interesting, appealing,
even surprising!” — Patricia Redsicker
 Tweet it:
“Any product can be showcased in a way that is interesting, appealing, even surprising!”
@predsicker http://bit.ly/12q7zAo #CMI42
100 Inspirational, Educational and Just-Plain-Cool Content Marketing Examples
“Looking for content marketing ideas? Aren’t we all? In the moments when I feel most
overwhelmed with all the blogs, white papers, articles, social media posts, and more that
exist online, sometimes it helps to take a step back and just browse my favorite sites for
inspiration.” — Anna Ritchie
 Tweet it:
“Sometimes it helps to take a step back & just browse my favorite sites for inspiration.”
@apritchie http://bit.ly/YRDp8V #CMI42
#CMI42

18. Content Marketing Playbook 2011: 42 Free Ways to Connect with Customers
“In addition to the 42 tactics, we’ve included over 50 different case study examples to help point
you in the right direction, with links to the sample projects, from the likes of IBM, Kelly Services,
OpenView Venture Partners, Deloitte and more (as well as our own from the Content Marketing
Institute).” —Joe Pulizzi
 Tweet it:
#ContentMarketing Playbook: “In addition to 42 tactics, we’ve included 50+ case study examples…”
@juntajoe http://bit.ly/10w2gNT #CMI42
How Your Content Marketing Can Ignite a Movement
“Ask yourself: What content can your brand embrace to create a movement or tap a trend?”
— Andrew Davis
 Tweet it:
“Ask yourself: What content can your brand embrace to create a movement or tap a trend?”
@TPLDrew http://bit.ly/14DrShi #CMI42
#CMI42

19. 10 Must-Have Templates for Content Marketers
“One of the things that can help most with content marketing is templates – those step-by-step
guides that walk you through how to do something.” — Michele Linn
 Tweet it:
“One of the things that can help most with #contentmarketing is templates.” @michelelinn
http://bit.ly/W1DCGm #CMI42
Checklist: 15 Questions to Answer Before Starting a Content Marketing Project
“[There are 15] questions I suggest writers ask before submitting a proposal to get a feel for the
scope of the project — and to avoid any potential misunderstandings.” — Clare McDermott
 Tweet it:
“[There are 15] questions I suggest writers ask before submitting a proposal...” ideas from
@soloportfolio http://bit.ly/10xeF2L #CMI42
#CMI42

20. Why Content Marketers Need to be Involved in Site Redesigns
“Whether it’s a funky new website or an overhaul of an existing site, the content strategy should
be getting discussed from day one.” — Adam Barber
 Tweet it:
“Whether new site or overhaul of existing site, discuss content strategy on day 1.”
@castlefordmedia http://bit.ly/12cNd0P #CMI42
12 Things to Do After You’ve Written a New Blog Post
“Rather than rely solely on search engines and a handful of subscribers to pump up your organic
volume, content publishers need to establish syndication connections and plan for some
targeted promotion to ensure that each piece of content gets noticed by key influencers and
your ideal customers.” — Brody Dorland
 Tweet it:
“Content publishers need to establish syndication connections & plan for targeted promotions.”
@brodydorland http://bit.ly/11jOxfC #CMI42
#CMI42

21. 7 NEW Things to Do After You’ve Written a New Blog Post
“Everyone in your company should be syndicating your blog content on their LinkedIn profiles
via the WordPress or BlogLink applications.” — Brody Dorland
 Tweet it:
“Everyone in your co. should be syndicating your blog content on @linkedin profiles…”
@brodydorland http://bit.ly/12ew6be #CMI42
21 Things to Help Your Infographics go Viral
“Once you’ve determined your goals, identify your targets before making the infographic. Who
needs to share this for it to have the best chances of achieving your goal? What do I need to do,
and what do I need to produce, for them to share it?” — Andrianes Pinantoan
 Tweet it:
“Who needs to share [your infographic] for it to have best chances of achieving your goal?”
@andreispsyched http://bit.ly/YRG4iT #CMI42
#CMI42

22. Creating Valuable Content: An Essential Checklist
“Great content strategy is about taking the guesswork out of execution, so creativity about
content can flourish” — Ahava Leibtag
 Tweet it:
“Great content strategy is abt taking guesswork out of execution so content creativity can flourish.”
@ahaval http://bit.ly/ZyW5WY #CMI42
5 Steps to Creating an Effective Content Mix
“Too many companies just set their employees loose to create articles or blog posts. While
this isn’t necessarily the worst idea, it doesn’t support a clear focus for the content. You want
your content to strike the right balance between being informative and entertaining while also
making sure it supports a larger company strategy.” — Kathy Hanbury
 Tweet it:
“Too many companies just set their employees loose to create articles or blog posts.”
@KathyHanbury http://bit.ly/Z60I1J #CMI42
#CMI42

23. 17 Techie Shortcuts for Content Marketing
“It’s a tough job market, and every content professional feels the pressure to “superperform”
from time to time to keep the content flowing and the client happy. So, you either need to find
a way to clone yourself or find a way to get everything done so you continue to look like the
marketing genius that you are.” — Jodi Harris
 Tweet it:
“In tough job market every content professional feels pressure to “superperform” from time to time”
@joderama http://bit.ly/10ojCgW #CMI42
About the Content Marketing Institute:
The Content Marketing Institute (CMI) is the leading global content marketing education and
training organization. CMI teaches enterprise brands how to attract and retain customers
through compelling, multi-channel storytelling. CMI’s Content Marketing World event is the
largest content marketing-focused event. CMI also produces the quarterly magazine Chief
Content Officer, and provides strategic consulting and content marketing research for
some of the best-known brands in the world. Get more content marketing resources at
ContentMarketingInstitute.com. CMI is a division of Z Squared Media, a 2012 Inc. 500 company.
#CMI42