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Three Quick Insights From CMI’s Latest B2B Benchmark Study

In the content marketing industry, there is no greater treasure trove of information than the Content Marketing Institute (CMI). That’s why content marketers all over the country were anxiously awaiting to dig into the 2016 benchmark studies from CMI as we head into the final quarter of 2015. As of this week, the wait is over as CMI has officially released their “B2B Content Marketing 2016 Benchmarks, Budgets and Trends – North America” study.

Via Shutterstock
Via Shutterstock

So, without further delay, we wanted to dive headfirst into this compilation of marketing statistics and give our readers three quick insights:

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Introducing the Official Content Marketing Agency of the Dave Rothenberg Show

Being a resident of Fairfield County has its perks. There are some beautiful beaches, a rich colonial culture and of course an endless list of great dining options. And, as I found out yesterday, even the daily bumper-to-bumper traffic on the I-95 corridor between Norwalk and Bridgeport comes with a silver lining.

As I sat in crippling traffic, wondering what life would be like while navigating rush hour in an automatic vehicle, I tuned into rothenbergmy favorite sports talk station, 98.7 ESPN radio. Although I was a little annoyed with ESPN New York for seemingly overlooking the Jets’ 31-10 week 1 victory over the Cleveland Browns—instead opting to dissect Eli Manning 4th quarter brain cramp—I was pleased to find I had caught the Dave Rothenberg Show.

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Content Marketing and Craft Breweries: A Match Made in Beer Heaven

I can still remember the moment I fell in love with craft beer and, believe it or not, it had nothing to do with the taste, color or aroma of these hop-filled brews.

I had just turned 21 and was flying out to visit my sister who now lives in Boulder, Colorado, which is home of some of the country’s best tasting, and most successful craft beers.shutterstock_81784003

Yes, Colorado has a lot more to offer than that fizzy yellow water that Coors attempts to pass off as beer.

Having been out to Colorado once before turning 21, I was excited to return over the Thanksgiving holiday and tour some of the local breweries such as Avery Brewing Co. (before they moved into their massive new location). In fact, Avery was the first brewery I ever toured and it was the place where I learned that craft brewing is far more about culture, love and passion than it is about making a great beer (but it’s a lot about that, too).

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New England Weather As A Lesson To Content Marketers

shutterstock_254340364Mark Twain said it best, “If you don’t like the weather in New England now, just wait a few minutes.”

As a New England native, I can attest to the claim that the weather in this region is some of the most unpredictable and continuously changing weather in the country. From blizzards, to heat waves, to tornadoes, New Englanders are prepared to handle any type of weather that is thrown their way.

Sure, it’s not particularly thrilling to hear that there’ll be a snow storm on Halloween when only the leaves should be covering our lawns, but the weather sure keeps residents on their toes. It also teaches us to savor every season for what it’s worth—the  dew covered grass of springtime, the humid days of summer, the classic crisp autumn mornings when the foliage is at its peak, or the first sign of powdery flakes once December arrives.

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Does Content Marketing Actually Work?

contentLast week, Mike Templeman, a contributor to Forbes Magazine, boldly claimed that “content marketing doesn’t work.” Templeman, a content writer himself, contends that most brands are doing it wrong, either by utilizing outdated creation and promotion strategies or simply having misguided expectations.

There may be some truth behind this statement given that many companies view content as a necessity but not always a priority. We live in a world that is connected to data all day; whether online, on our phones, our tablets and even TV. This new age of information can be as instructive as it can be overwhelming for consumers.

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Should Your Content Be Inclusive?

Inclusive

Not one to follow reality TV or tabloid gossip, I did happen upon the E! channel’s new series, “I Am Cait,” in which Caitlyn Jenner leads viewers through the early stages of her recent gender transition. I only watched the first 20 minutes of the show, but what I found most interesting was not in the show at all, but an ad for Airbnb, the community marketplace for people to list, discover, and book accommodations around the world, which aired twice while I watched.

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Why My Road Trip Got Me Thinking About Content Marketing Strategy

shutterstock_269296442In my opinion, there’s almost nothing quite like getting out on the open road, when everything feels new and the possibilities for adventure are endless.

I just recently enjoyed the incredible experience of driving coast to coast. What I valued most about the trip was the experience of driving, rather than flying, and being able to take in all of the scenery and changing landscapes as I made it from state to state. Taking in all of the sights, from mountains to flatland to deserts, made me think about my country and traveling in brand new ways that I’d never have realized had I foregone the car and hopped on a plane.

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Friday Reflections: There’s Always Time for Collaboration

I admit that I haven’t been able to keep up with this series at my desired biweekly pace (unexpected to-do’s and time crunching can get the best of every marketer!) but I’m happy to be back with the second edition of my ongoing “Friday Reflections” blog. Today I want to talk about collaboration.

As marketers we’re all more than familiar with the importance of collaboration; we need to collaborate with our clients on their campaigns and content deliverables, with our co-workers on internal projects, with partners on upcoming initiatives and more. But, as we also all know, time is not always on our side.

friday

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Get the Boss to Say ‘Yes’ to Content Marketing

pic812In just a few weeks, we will be holding our third iteration of our Content Boost Content Marketing Crash Course, a one-day educational seminar providing marketers with the opportunity to learn about content marketing best practices. Taking place July 15 in the Big Apple, the crash course will feature a series of breakout sessions covering everything from the how to get the “yes” to content marketing (hint: do plenty of research upfront!) to the key ingredients of a robust blogging, social media and email marketing strategy.

But to get things started, we will jump-start the day with a session titled “Getting the Boss to Say Yes to Content Marketing,” designed to equip participants with the ammo needed to walk into their boss’s office and get the green light. Whether you are just starting out on your content marketing journey—or looking to get the “yes” for a new project—let’s take a look at how to get your boss on your side.

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