CONTENT MARKETING STRATEGY FOR EXECUTIVES June 2016 SPECIAL SUPPLEMENT 2016 CONTENT MARKETING TECHNOLOGY LEADERSHIP GUIDE CONTENT CREATION TOOLS LISTING UPDATE YOUR PERSONAL BRAND LOOK INSIDE AUTODESK Dozens of tools, templates and tips to make it count. 2 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER IDEA GARAGE MARKETOONIST WHAT’S ONLINE TALKING INNOVATION EDITORIAL SOCIAL WEB VERTICAL VIEW TECH TOOLS Don’t Ask ‘What?’ Ask ‘Why?’ fter listening to This Old Marketing No. 116, value from the relationship. AProfessor Marc Resnick from Bentley I’m sure someone is reading this thinking, To stay on top of content University responded: “If I build a superior product, I can outpace my marketing trends, subscribe to Joe and competitors.” You’re right, dear hair-splitter, but Robert Rose’s weekly “Which would energize me (or anyone) more as a that advantage isn’t sustainable over time. Building podcast, PNR: This creative business professional? a relationship with your audience using superior Old Marketing. content is sustainable—and you’ll be able to leverage http://cmi.media/pnr 1. Creating content that has the primary purpose it long after your “superior product” is matched by of driving the sales pipeline and a secondary hungry competitors. purpose of improving the life of my user. Do you want a better lead-generation program? Then focus all your energy on building ongoing 2. Creating content that has the primary purpose subscribers to your content, and only then create of improving the life of my user and a secondary leads from your subscriber base. We’ve worked with purpose of driving the sales pipeline. hundreds of B2B companies in the past six years and no one does this. Clearly No. 2. Let’s take CMI for example. We believe in Resnick’s point in both theory and practice. Our I find this to be a great value proposition for why mission is to advance the practice of content organizations should use your content marketing marketing so enterprise marketers can be more approach. Having energized employees is great successful in their jobs (e.g., getting buy-in for the for productivity. It is touted as the holy grail for practice, showing return for the investment and millennial generation employees. And unlike organizing the approach). We build an audience of other management hypes, this one really works.” subscribers who value our content. Only after we have an ongoing relationship with a subscriber—one I believe most marketers would agree with Resnick in which they’ve grown to know, like and trust us—do in theory but fail in practice. we present products like Content Marketing World. This all sounds refreshingly simple … but actually Switching the mission getting it done is desperately challenging. It’s a cultural Most marketers are terrible at content creation shift, which always takes time. Yet it must be done. because the “why” (i.e. their motivation for creating Begin by presenting a visual content audit to your Professor Marc Resnick from content) is all about driving demand and selling executive team. Is the content in line with your Bentley University passed away in February 2016. Marc was a more widgets. brand’s deeper mission or does your content exist prolific and passionate writer Kirk Cheyfitz, CEO of Story Worldwide, sums solely to pitch your product? Your findings may about user experience and it up with his classic, understated wisdom: “Like a reveal some of your “what” should cease to exist human behavior. His wisdom decent human being, brands need to be about more until you get the “why” straightened out. will be greatly missed. than themselves.” While it may seem an obvious point, almost Yours in content, all brands get it wrong. We focus on what our organizational goals are and create content we believe drives those goals. This works in advertising; why shouldn’t it work in content marketing? Sadly, it doesn’t. You can’t reach your business goal—be it sales targets, customer loyalty or any other key metric Joe Pulizzi you’re aiming for—without first serving the needs Founder of your audience. Only after your audience begins Content Marketing Institute to know, like and trust you, are you able to extract @JoePulizzi CHIEF CONTENT OFFICER | CONTENTMARKETINGINSTITUTE.COM | 3 IDEA GARAGE MARKETOONISTJUNE 2016 WHAT’S ONLINE IN EVERY ISSUE ALL ABOUT TACTICIAN CONTENT VERTICALUNSOLICITED VIEW ADVICE CREATION TECH24 TOOLS 28 TACTICIAN 30 EXPERT INSIGHT 36 TECH TOOLS 38 SOCIAL WEB 09 40 IDEA GARAGE INSIDE THE MIND OF A JOURNALIST MARKETOONIST Award-winning storyteller, Cameron Conaway, 42 explains why taking risks with content matters more than ever. SPECIAL SUPPLEMENT [SEE CENTER OF BOOK] 2016 CONTENT MARKETING TECHNOLOGY LEADERSHIP GUIDE FEATURES 12 STRATEGIC CONTENT Autodesk’s powerful set of tools & tactics to keep on task. 17 CONTENT CREATION TOOLS LISTING 20 THE COMPLETE CONTENT MARKETING TOOLKIT 25 HOW TO FIND HIDDEN CONTENT 26 EMERGING ROLES IN CONTENT MARKETING 32 WHY YOU NEED A PERSONAL BRAND MAKEOVER 4 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER SAVE THE DATE! WWW.CONTENTMARKETINGINSTITUTE.COM WHAT’S ONLINE PNR: THIS OLD MARKETING PODCAST 2016 Content News, Rants & Raves, and Example of the Week Listen in while Joe Pulizzi and Robert Rose dissect the latest industry news Marketing and present an interesting case study to inspire marketers. Catch the one-hour Master Classes podcast every week. http://cmi.media/cco-pnr Join us for one of our roll-up-your-sleeves REPORT 1-day classes this fall: B2B Content Marketing: 2016 Benchmarks, Budgets, And Trends – North America See how B2B content marketing is evolving and learn what the most effective WASHINGTON DC marketers are doing differently. Monday, Nov.7 http://cmi.media/2016b2b CHICAGO TWITTER CHAT Wednesday, Nov. 9 #CMWorld Twitter Chats Join us every Tuesday at noon U.S. Eastern to talk about content marketing topics. DALLAS http://cmi.media/twitterchats Tuesday, Nov. 15 SAN FRANCISCO Thursday, Nov. 17 NEIL PATEL Convert Your Content Into Slides to NEW YORK CITY Increase Website Traffic Tuesday, Nov. 29 http://cmi.media/slides BOSTON JODI HARRIS Thursday, Dec. 1 How to Conquer the Six Most Pressing Content Challenges www.contentmarketingconf.com http://cmi.media/6challenges ANN ROCKLEY Why You Need Two Types of Content Strategists http://cmi.media/CStypes FOUNDER JOE PULIZZI CCO CONTRIBUTORS [email protected] CAMERON CONAWAY @CAMERONCONAWAY VICE PRESIDENT & PUBLISHER PETER LOIBL [email protected] JONATHAN CROSSFIELD @KIMOTA CHIEF OPERATING OFFICER PAM KOZELKA ANDREW DAVIS @TPLDREW [email protected] TOM FISHBURNE @TOMFISHBURNE CHIEF STRATEGY OFFICER ROBERT ROSE ANN GYNN @ANNGYNN [email protected] BEN HARPER @BENHARPER87 VICE PRESIDENT OF CONTENT MICHELE LINN JODI HARRIS @JODERAMA [email protected] MICHELE LINN @MICHELELINN CATHY MCPHILLIPS VICE PRESIDENT OF MARKETING @HEJHEJNATALYA [email protected] NATALYA MINKOVSKY AMANDA VASIL @AMANDA_VASIL CHIEF EDITOR CLARE MCDERMOTT [email protected] CREATIVE DIRECTOR JOSEPH KALINOWSKI [email protected] ADVERTISING INQUIRIES GRAPHIC DESIGNER CRYSTAL MADRILEJOS PETER LOIBL [email protected] (347) 725-3565 • [email protected] PROJECT DIRECTOR ANGELA VANNUCCI [email protected] DIRECTOR, BUSINESS DEVELOPMENT & MEDIA SALES KAREN SCHOPP [email protected] REPRINTS Article Licensing, Permissions, Reprints/Eprints, Plaques DIRECTOR, PRODUCT MARKETING & DEVELOPMENT WALLY KOVAL [email protected] BLOG EDITOR & PROOFREADER ANN GYNN [email protected] Toll free: (877) 652-5295 • www.wrightsmedia.com INTERNATIONAL EDITOR, AUSTRALIA SARAH MITCHELL INTERNATIONAL EDITOR, EUROPE NENAD SENIC CCO is produced by the Content Marketing Institute, the leading provider of online and in person education for the industry. IT DIRECTOR DAVE ANTHONY [email protected] EXECUTIVE ASSISTANT KIM BORDEN [email protected] TO CHANGE YOUR DELIVERY OPTIONS DIRECTOR OF BLOG COMMUNITY LISA DOUGHERTY & OPERATIONS [email protected] Email [email protected] and provide your name, company and address. DIRECTOR, ONLINE TRAINING CHUCK FREY [email protected] AUDIENCE DEVELOPMENT MANAGER JOHN HANSON [email protected] CMI BENEFACTORS EDITORIAL CONTENT & CURATION DIRECTOR JODI HARRIS [email protected] CMI is partially funded by our benefactors, which include: E-MEDIA MANAGER LAURA KOZAK [email protected] DIRECTOR OF FINANCE COLLEEN KILBANE [email protected] SPECIAL PROJECTS MANAGER KRISSY LESKOVEC [email protected] RESEARCH DIRECTOR LISA MURTON BEETS [email protected] MANAGING EDITOR, INTELLIGENT CONTENT MARCIA RIEFER JOHNSTON [email protected] WORDPRESS PRODUCTION COORDINATOR YATRI ROLESTON [email protected] PUBLIC RELATIONS MANAGER AMANDA SUBLER [email protected] COMMUNITY MANAGER MONINA WAGNER [email protected] DIRECTOR OF EVENTS KELLEY WHETSELL [email protected] 6 | CONTENTMARKETINGINSTITUTE.COM | CHIEF CONTENT OFFICER Content Marketing World returns to Cleveland for a 6th year! September 6-9, 2016 Huntington Bank Convention Center of Cleveland contentmarketingworld.com • #CMWorld Why does #CMWorld get bigger each year? CHEAP TRICK Hear from some of our 2015 attendees: TO PERFORM! I enjoyed that the speakers gave practical tips that I could take home an implement. It was practical and in our busy day-to-day that is what I needed. – MM, California Knowing that we are all struggling