Reshape Your Operations With This Strategic Framework By Robert Rose Get familiar with the strategic model that unites content's many functions across the enterprise. Your brand's success may depend on it.
Build a Content Community With 'We' (Not 'He' and 'She') By Jodi Harris Drop the hidden gender bias in your content conversations with these easy steps.
How Cleveland Clinic Turned Ambitious Goals Into Impressive Accomplishments By Ann Gynn Cleveland Clinic scaled its content success with a smart strategy shift. Here's how they pulled it off.
What Google Really Wants ContentTECH Summit Video With Dale Bertrand Use the tips in this full-length presentation to prove to Google that your content is its best search bet.
• General Manager: Stephanie Stahl • Editor-in-Chief: Jodi Harris • Creative Director: Joseph Kalinowski • PR and Video Consultant: Amanda Subler • Project Manager: Angela Vannucci
Questions or comments: cmi_info@informa.com
Steal These Secrets for Better Landing Pages By Sally Ofuonyebi Your competitors are showing you how to beat them at their own game – you just need to know where to look. NFTs: Valuable Marketing Opportunity or Token Effort? By Kim Moutsos Brands like Gap and Reebok have made splashy forays into NFTs. Should your business join them on the blockchain bandwagon? Follow the (Thought) Leader By Jonathan Crossfield Your content can lead an audience to a fountain of knowledge, but what are you really asking them to swallow?
Automating Without Alienating: Yes, It’s Possible By Andrew Davis Andrew Davis paints a picture of how to automate campaigns without losing that human touch.
Fitness experts extoll the virtues of strong core muscles for good reason. If that center can’t hold, everything else is more likely to fall apart.
The same concept applies to content marketing operations. A healthy strategic core makes it easier to keep all your content systems and processes running smoothly – even when new challenges get thrown into the mix.
That’s one reason CMI decided to update the content marketing framework it first developed in 2013. The original principles still serve our industry well. Yet an expanding and evolving digital landscape means our brands must now take a more holistic view of how they plan, produce, and manage content across the enterprise.
“Content is not just copywriting, thought leadership, storytelling, metadata structure, content management, SEO, or workflow processes. It is all those things,” Robert Rose writes in this issue’s cover story. “It deserves the same strategic approach, people, and technologies as any other strategic function.”
Robert outlines the three core pillars needed for a functional, enterprise-wide content strategy. He also explains how broadening your perspective can help supply the strength, endurance, and agility your marketing needs to operate at peak performance.
Of course, your core strategy is just one component of maintaining high-functioning content operations. So, we’ve filled this issue with more ideas and advice to help you increase your team’s efficiency and drive better outcomes – for your business and your audience.
