Findings from CMI Research

How to Win at Content Marketing [New Playbook]

To the uninitiated, a content marketing initiative can seem like an old-school, Dungeons and Dragons-style quest. You continually roll the dice in hopes of earning enough trust, credibility, and experience to persuade your audience to embark on a journey alongside your brand. Of course, performance should never be left to chance. Every creative asset you …

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Content Marketing and Sales Alignment: Bridging the Gap [New Research]

Stop me if you’ve heard this one. Two psychiatrists walk by each other in the hallway. Each says, “Good morning.”  After they pass, each one thinks, “I wonder what he really meant by that.” Have a look at the picture. What do you see? If you are in marketing, you probably see a visual of …

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Tech Marketers Think Outside the Buyer’s Journey [New Research]

Are technology marketers moving away from creating content for the buyer’s journey? The CMI research team found ourselves asking this question as we analyzed the data from our eighth annual content marketing survey. Here’s the finding that got us talking: Compared with the previous year, more technology marketers say they’re focused on creating the right …

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3 Aha Moments to Improve Your Content Marketing in 2018

When you have been in any industry for awhile, it’s easy to feel a bit burnt out on the topic. As the former head of editorial at CMI I’ve read thousands of articles, written hundreds of posts, and had countless conversations about content marketing. Still, I continue to have aha moments that impact how I …

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New Research Reveals Habits of Top Content Marketers

It’s my favorite time of the year – time to report on the findings of the annual content marketing survey. Now in our eighth year partnering with MarketingProfs on this research, I never stop getting excited about sharing the new insights with you. B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America, sponsored by Brightcove, …

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How to Create Content Personas That Help Everybody

Editor’s note: You may have missed this article when CMI published it in 2015. We’re publishing this update because well-crafted personas are so essential to successful content marketing. “Personas? I already know who my audience is, so do I really need to create one more document that no one will likely use?” Like all content …

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