Greg is a contributor to the CMI blog. Greg works in content marketing and has a background in journalism – and he still writes a local sports column. Follow Greg on Twitter @GregLevinsky or connect on LinkedIn.
Sometimes the toughest business challenges inspire your most impactful content.
That proved true for the content team at Marriott International. Annie Granatstein, vice president of content marketing, shared her brand’s story around the pandemic-related decimation of travel – and the subsequent reinvention – at Content Marketing World.Continue Reading
The connection between content and revenue has never been easy to discern. But content marketing’s recent rise in importance will likely bring additional scrutiny to every dollar spent.
The ideal is a content strategy that engages an audience and leads many of them to become customers and come to rely on and maybe even evangelize your brand’s services.
But how do you prove that your content does any of that?
Phyllis Davidson, vice president and principal analyst at Forrester, shared a process that should help during the recent Content Marketing Institute webinar Show Me the Money: The Role of Content in B2B Revenue Growth (available on demand).Continue Reading
Thought leadership content? It’s a common part of the job, but do you do it well?
Too many B2B brands don’t, says Lisa Gately, principal analyst at Forrester.
She recommended some things you can do to change that in her Content Marketing World 2022 talk, Most Thought Leadership Isn’t Thoughtful or Leading: We Need to Fix That.
One thing to keep in mind before you dive into her advice: Expect to play the long game.Continue Reading
