Kim Moutsos leads the talented content team at the Content Marketing Institute, where she is vice president of editorial. Having worked in content marketing for enterprises and startups for more than 20 years, Kim enjoys exchanging ideas and lessons learned with other content marketing practitioners. You can follow her on Twitter at @KMoutsos or connect on LinkedIn.
In an extraordinary year, extraordinary content marketers rose to the occasion. They demonstrated what’s possible, moved us to action, and taught us how to protect ourselves. Here are one group and two individuals who are at the top of the game – the 2020 B2C Content Marketer of the Year finalists.
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Great ideas can be found anywhere – and so can great B2B content marketers. They work for big companies, small companies, small corners of big companies. They lead not-so-small teams at not-so-big companies and in every set of circumstances imaginable.
It’s not the budget or the scale or the title that makes a B2B content marketer great – it’s the ability to lead people (internal teams, audiences, and customers) out of the status quo, show them how things can be better, and help them take action to make it so.
Someone set the strategy. The content is scheduled. The brief arrived. Now comes the “fun” part – creating something.
I put fun in quotation marks because every content creator recognizes the struggle to find the right word, craft the right phrase, or just get the darn thing done.
I know this from long experience. And I infer that this experience is nearly universal from watching what visitors read on the CMI blog.
Do you have an editorial calendar? Congratulations, you’re partway down the path to a solid content plan. (If you don’t have a content or editorial calendar, see me after class. I’d love to know how you operate.)
Most likely, you’ve felt the seemingly endless pressure to come up with great ideas to fill that calendar. And, of course, you don’t want to just fill it, you want the content to produce results.
How do you know what your audience wants to hear from you? Ask them – through one-on-one conversations, surveys, or general market research. Asking is always useful and critical as you build your audience.
Then once you establish an audience, you can look at what they do with your content – not just what they say they do.
About three months ago, we began sharing ideas to help you adjust your content marketing in light of the pandemic’s impact.
Maybe your content promotion budget’s been slashed. Maybe you never had one. Maybe you just want to give every content piece – blog, article, e-book, or video – the best chance to perform before deciding which ones to invest any of your paid promotion budget in.
Whatever the reason, use this resource to help your audience find your content without spending much more than time.
Editor’s note: Short on time? Do more with the content you already have with help from this 2019 article.
How many email newsletters, blog alerts, RSS feeds, and other content streams do you subscribe to? How many do you read every day? One? Two? None?
Chances are you don’t read all five blog posts CMI publishes every week. Our analytics show that most of our subscribers don’t. We’re not mad – we get it.
We’ve got this. That’s the prevailing sentiment among content marketers at technology companies according to our latest research.
Approximately three out of four (76%) report that their organization is much or somewhat more successful with content marketing compared with one year ago. That’s seven percentage points higher than the overall B2B marketers studied.
Tom Hanks has been everywhere recently talking about his role as beloved TV icon Mr. Rogers in the film A Beautiful Day in the Neighborhood. But as I look over CMI’s 2019 posts, a different Tom Hanks movie (this one from over 20 years ago) comes to mind: You’ve Got Mail.
