Content Marketing Institute

4 days ago | contentmarketinginstitute.com | Ann Gynn

Enterprises have long been attracted to account-based marketing (ABM) because leadership, including marketing, expects big returns from targeting high-value accounts. They've also seen the research: 80% of marketers who use an account-based strategy say it delivers better ROI than any other marketing program, according to a survey by Momentum ITSMA.

5 days ago | contentmarketinginstitute.com | Olesia Filipenko

Readers don’t consume all, or even most, of the words on web pages. In fact, research finds they pay attention to only one-fifth of them.  Instead, they skim the content to see if it's worth their time and effort.  The battle for modest consumption may seem like a lost cause, but it doesn’t have to be.  The secret: Strengthening your content’s introduction — an underestimated yet powerful game changer in your content marketing arsenal.

1 week ago | contentmarketinginstitute.com | Jodi Harris

You know your customers’ content engagement preferences and have dozens of stellar story ideas to develop into high-performance marketing assets. What you don’t have is enough time or team members to execute even a fraction of those ideas. You do an admirable job, but your audience and other stakeholders demand more content than the team can reasonably generate. Before you reach into the AI toolbox to scale the creative resources, consider a more human approach: employee-generated content (EGC).

1 week ago | contentmarketinginstitute.com | Ann Gynn

Annual performance reviews cause trepidation for everyone. Employees wonder: Will that mistake I made in that video script six months ago make it into the document? Does anyone even know about all the work I’ve been doing to help the social media team? Does my manager ever give top ratings? Marketing managers fear the time it takes to write the reviews: Do these evaluations really help the employee improve their content and marketing work? Do they help the company?

2 weeks ago | contentmarketinginstitute.com | Ann Gynn

Bad content experiences. As content consumers, we’ve all had them. You click on a link for an article about five things to do for a well-organized office. You land on a webpage only to find the content is part of a 60-page guide that must be downloaded. You hit a proverbial wall and ask: Is this frustrating experience worth it? You may say yes and download the report. Or perhaps you resume your search for an easier-to-consume format.