Author: Ann Gynn

Ann Gynn edits the CMI blog. Ann regularly combines words and strategy for B2B, B2C, and nonprofits, continuing to live up to her high school nickname, Editor Ann. Former college adjunct faculty, Ann also helps train professionals in content so they can do it themselves. Follow Ann on Twitter @anngynn or connect on LinkedIn.

By ann-gynn published March 17, 2022

5 Evergreen Content Tips for a Year-Round Marketing Strategy

Does your content strategy use the “luck” of the green?

If you publish evergreen content, it does.

Evergreen content feels like a lucky strike – reaching a person at the exact moment they need it. Devoting some percentage of the content you produce to evergreen topics helps you get the most from your content marketing investment. It also can generate growth in subscribers, followers, or customers by serving go-to help and guidance website visitors want.

Think of including evergreen content in your strategy as seeding a forest of opportunities for your brand’s content marketing.Continue Reading

By ann-gynn published March 14, 2022

6 Content Helpers That Encourage People To Read, Watch, or Listen

Without changing a word, you can make your content easier to consume.

Don’t expect a thank-you note. But do look for signs your audience appreciates the effort (more frequent visits, views, and listens, for example).

The six tactics in this article make content easier to consume by helping manage time expectations, offering shortcuts, and letting people choose the format they prefer or need.Continue Reading

By ann-gynn published March 3, 2022

How’d You Make That Flipping Awesome Content for Northwell Health

Northwell Health diagnosed a multi-symptom problem in 2017.

“We were undergoing a crisis of trust. Amid misinformation and manipulative messages, expertise had never been needed more, especially in the world of health and wellness,” says Julie Shapiro of Northwell Health, New York’s largest health care provider.

Sound familiar? As it turned out, Northwell’s prescription for the trust crisis positioned it well to address the global health crisis that struck a few years later.Continue Reading

By ann-gynn published February 24, 2022

Take Content Beyond the Buyer’s Journey by Playing Nice [11 Expert Tips]

A content marketing strategy based on the buyer’s journey isn’t enough.

Why? First, prospects often encounter content from your brand that the content marketing team didn’t create. Second, the journey shouldn’t end when they become customers.

Buyer engagement today requires a circular approach to content as your journey with the audience isn’t linear and shouldn’t end with the purchase. And that holistic view requires companies to better organize their content operations.Continue Reading

By ann-gynn published February 17, 2022

13 Expert Tips for Choosing Tech That Makes Your Content Strategy Work

If you plan to acquire new technology to support your content strategy, don’t look at the eye-popping Marketing Technology Landscape Super Graphic from Chief Martec.

The most recent version (from 2020) details 8,000 products categorized into advertising and promotion, content and experience, social and relationships, commerce and sales, data, and management.

Whether you viewed this intimidating graphic or chose to skip it, here’s the takeaway: You have a lot of options. How do you choose the technology that’s right for your needs?Continue Reading

By ann-gynn published February 10, 2022

10 Content Experience Mistakes To Stop Making (and Ideas for Fixing Them)

Can content be epic if the content experience isn’t?

Quality content is great, but it’s only one part of your audience’sexperience.

We asked the experts presenting at ContentTECH Summit this March what marketers are doing (or not doing) that prevents their audiences from having satisfying content experiences. Their answers encompass internal and external factors, from how content is created to how it’s delivered. (A few also shared what marketers are doing right, too.)

Here’s the set of mistakes the speakers notice content marketers making.Continue Reading

By ann-gynn published February 3, 2022

Steer Clear of Overused Stock Photos With These Planning Tips and Resources

Marketers use a lot of images.

In an average week, 42.8% of surveyed marketers publish at least five visuals, and 40.8% use two to five images, according to a Venngage study.

Sourcing and organizing all those images take up a lot of the content marketing’s team time. That’s why so many teams rely on image banks filled with inexpensive (but sometimes clichéd or less than ideal) options.

You can cut down that work and end up with better images with some planning. Try these tips to create your own “stock” photography library and update your list of other stock resources.Continue Reading

By ann-gynn published January 27, 2022

17 Books Perfect for Content Marketers (That Aren’t About Content or Marketing)

Inspiration and motivation can come from unexpected places. That’s what we found when we asked marketers and other business people to share their go-to book for marketers.

Many people recommended books about content and marketing (read those recommendations here). But others suggested intriguing books that aren’t directly about marketing at all.

These 17 recommendations range from one that’s more than 2,000 years old to a modern story about sushi. Some are focused on building you, while others will inspire your creativity, change the way you think about your content marketing, help you avoid procrastination, and more.Continue Reading

By ann-gynn published January 19, 2022

LinkedIn Newsletters: Do They get Results for Brands?

The notifications keep popping up in the My Network section of my LinkedIn account. But they’re not the usual request to connect. Instead, they’re invitations from people asking me to subscribe to their newsletters.

I received six click-to-subscribe requests on one recent day. I’d already subscribed to a newsletter or two through the platform. Why the sudden onslaught of requests? Did everybody realize the power of newsletters at the same time? Continue Reading

By ann-gynn published January 13, 2022

How’d You Make That Flipping Awesome B2B Content for ServiceNow?

Speeds, feeds, and awesome AI.

Many tech marketers emphasize those angles to talk about how great their products are, says Richard McGill Murphy, editor-in-chief and director, ServiceNow.

But ServiceNow approaches it differently. The company’s editorial site Workflow launched in 2018 to engage C-level audiences with ideas rather than products. By focusing on emerging tech and business strategy for C-suite leaders, the content covers “technology in the service of people rather than the other way around,” Richard explains.

Since then, Workflow has become a content program in the truest sense: content, data science, distribution, on-site experimentation, and agile publishing practices come together to benefit the company.Continue Reading

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