Don’t be wasteful in your content marketing efforts: According to a report by CMI, 95% of B2B marketers use content marketing as part of their overall marketing strategy. Nowadays, content marketing is par for the course. But good content marketing, the stuff that really sticks, can be hard to come by. You know, the type of content that was created to serve a purpose, not written simply because the content calendar prescribed it. 

The crazy thing is, B2B companies are spending upwards of $5.2B per year on creating content. Yet nearly $1B of that spend is wasted due to inefficient content marketing processes, according to a study led by Kapost and Gleanster Research. This tells us that content marketing is still a beast to be reckoned with. ​

​I like the word “curation.” It feels fancy. When it entered it into the marketing lexicon, I started using it out of context in all sorts of fun ways. For instance, I didn’t cook dinner, I curated my evening’s food. I didn’t just invite people over to hike, I curated my company for an outdoor activity. I didn’t go shopping, I was curating my closet. It felt like the grammatical equivalent of removing contractions from speech. And that makes me feel a character from Downton Abbey. Those people are the definition of fancy. If they were real, I bet they’d have a curation strategy for their mundane life activities too. 

Close your eyes … and think about the best. vacation. ever. 

It may have been decades ago when you were a kid and didn’t have to plan a thing. It may have been something you did as a grownup -- when you got to choose the destination, the thread count of the sheets and the color of the drink.

Whatever it was, I’m here to say, (with bell-laden, magical-infused music in the background, a la when door number 3 opens on The Price is Right) “Let’s imagine a vacation to the Content Marketing Resort.” (Yes, I made it up - stay with me here!).

I’ve asked some “travel” experts to help us get there.

Real talk? I’m a huge Project Runway fan. I just spent the last several months blowing through every season Hulu has to offer. In case you don’t know about Project Runway, it’s a punchy reality TV series where up-and-coming designers compete for recognition (and stardom) in the fashion industry. What I love about it is the boot camp-like experience that forces designers to test their mettle. They work up to 20 hours a day and are given nearly impossible challenges. At the end of the day, the fashionable look they created is worn by a model on the catwalk and they sink or swim.

You are the marketing professional. It’s November, and you have a meeting scheduled with the CMO (it’s about time --getting on their calendar is impossible). This is the meeting where you get to explain why your plan is exactly what your organization needs for next year. ​

​Here’s the challenge: Your CMO is hangry (you know, hungry and angry)…for solutions.

Last week was Seattle Startup Week and I had the pleasure of working with a collection of marketing, design and technology professionals to create an engaging marketing track. If you missed it, don't worry.  We've put together a comprehensive list of the abstracts, speakers, decks and resources (where available).   

 I’ve talked before about the importance of cultivating thought leaders (and other types of enthusiastic cheerleaders) when it comes to establishing public trust in your brand. Why? Simply put, it’s because public trust is at a premium. When people are feeling anxiety in every arena of their lives — spending time and energy separating fact from “fake news” —  businesses aren’t immune from the epidemic of trust issues. In 2017, the Edelman Trust Barometer reported that 60% of people would put trust in “a person like themselves.” That means it’s just good business sense for companies to invest more in putting smart, relatable people out in the market to build public trust. For referral-based businesses, that trust  can mean the difference between bringing home the bacon — and finding you’ve got nothing to fry up in the pan.

One hundred milliseconds equals 0.00166667 of a minute. That’s not very long, is it?

It takes a little longer (300 milliseconds) to blink. It’s so fast it barely registers that you’re doing it. But in that nearly imperceptible sliver of time, humans have the ability to take in a surprising amount of information—almost all of it at a subtle, instinctive level. ​

#ContentChat is a weekly Twitter chat focused on all things content marketing. Last week, Erika Heald, Maureen Jann, and a host of other content-minded professionals gathered to discuss attribution and the challenge of measuring how content marketing contributes to reaching business goals.

Attribution. Can you think of another term that evokes such stammering discomfort from so many marketing professionals—all in four short syllables? The ambiguity involved in deciding on an attribution model and measuring its results can feel totally overwhelming—so much so that many organizations end up haphazardly choosing an approach and hoping for the best.