Inside CCO: Content survival, social media darkness and the ins and outs of event marketing

Subscribe to continue delivery 3 times a year to your inbox [View Message](2cf1d/ct0_0/1?sid=TV2%3AwIsPn2ygw) in Browser / [Add Us](2cf1d/ct1_0/1?sid=TV2%3AwIsPn2ygw) to Safe Sender List [] 2cf1d/ct2_0/1?sid=TV2%3AwIsPn2ygw [] [Forward to a Friend](2cf1d/ct3_0/1?sid=TV2%3AwIsPn2ygw) July 2019 Connect with CMI 2cf1d/ct4_0/1?sid=TV2%3AwIsPn2ygw 2cf1d/ct5_0/1?sid=TV2%3AwIsPn2ygw 2cf1d/ct6_0/1?sid=TV2%3AwIsPn2ygw 2cf1d/ct7_0/1?sid=TV2%3AwIsPn2ygw [] 2cf1d/ct8_0/1?sid=TV2%3AwIsPn2ygw [] Be Honest: Success Is Rarely Smooth [] What’s worse; the fear of failure or failure itself? The answer: Both are horrible! There’s always angst about a new project, a new piece of content, a new campaign, a new promotion plan. The fear monster lurks in the shadows. In this issue, we argue that marketers and agencies must be honest (with themselves and each other) about what they can do better. We all excel at fantasy. We pitch the Sistine Chapel on a house painter’s budget. We claim approval from 20 stakeholders represents responsible accountability. We highlight only our best stories and our award-winning work while smudging over the hard lessons that may have led to them. We want to be creatively brave, but we need to be honest about what’s working and what isn’t before it leads to failure. In the agency world, successful content depends on frictionless relationships between the account team, strategists, writers, editors, and more. Adding dozens of reviewers and endless rounds of reviews, as Rusty Weston [writes](2cf1d/ct9_0/1?sid=TV2%3AwIsPn2ygw), is “likely to produce a neutered piece of content larded up with technical jargon, disparate styles, cautious pronouncements, and mixed metaphors.” No one should be surprised, then, when the content fails. Indeed, owning up to failures – even laughing about them (eventually) – can be necessary and cathartic. In her article, “Failure: The Ultimate Content F-Word,” Anna Hrach [discusses](2cf1d/ct10_0/1?sid=TV2%3AwIsPn2ygw) an embarrassing miss – and important lesson – in her career that will have you chuckling sympathetically. But enough about failure. At CMI we want you to succeed, so we’ve packed this issue with practical advice and resources to help you find success by identifying where (and how) to improve. I hope you find the articles – including our relaunched [agency database](2cf1d/ct11_0/1?sid=TV2%3AwIsPn2ygw) and our Content Marketing World [insider tips](2cf1d/ct12_0/1?sid=TV2%3AwIsPn2ygw) – helpful on your journey. Stephanie Stahl General Manager Content Marketing Institute [] [READ THE ISSUE NOW](2cf1d/ct8_1/1?sid=TV2%3AwIsPn2ygw) [] [SUBSCRIBE NOW](2cf1d/ct13_0/1?sid=TV2%3AwIsPn2ygw) [] [] [] 2cf1d/ct10_1/1?sid=TV2%3AwIsPn2ygw [] []Failure: The Ultimate Content F-Word Like most things, content marketing is an inexact science. There are countless right and wrong ways to respond to a brief or complete a project, and even the best of us are not immune to failure. But do we dare admit it? [Read More](2cf1d/ct10_2/1?sid=TV2%3AwIsPn2ygw) [] [] How to Survive Content by Committee Collaborative editing rarely produces compelling content. That can be a problem when, for example, the agency-client relationship is collaborative by definition. Discover how to seize control of the content review process and improve it. [Read More](2cf1d/ct9_1/1?sid=TV2%3AwIsPn2ygw) [] 2cf1d/ct9_2/1?sid=TV2%3AwIsPn2ygw [] [] 2cf1d/ct14_0/1?sid=TV2%3AwIsPn2ygw [] Brand and Product Marketing: How to Solve the Split-Personality Problem Brand and product marketers might seem like opposites – particularly in the feature-packed, spec-filled world of B2B technology. Yet truly effective content relies on both disciplines working in harmony. [Read More](2cf1d/ct14_1/1?sid=TV2%3AwIsPn2ygw) [] [] 2cf1d/ct15_0/1?sid=TV2%3AwIsPn2ygw [] []The Hidden Consequences of Moderating Social Media’s Dark Side Far from trivial, inconsequential banter, social media can have genuine, potentially damaging consequences for employees faced with negative comments and extreme content every day. Are employers doing enough to support their teams? [Read More](2cf1d/ct15_1/1?sid=TV2%3AwIsPn2ygw) [] 2cf1d/ct16_0/1?sid=TV2%3AwIsPn2ygw [] Email Marketing: Too Much of a Good Thing? Nearly every brand uses email marketing due to its proven effectiveness and acceptance with consumers. But we’ve all seen plenty of poor marketing practices in the inbox. Are we driving our audiences away with too much of a good thing? [Read More](2cf1d/ct16_1/1?sid=TV2%3AwIsPn2ygw) [] 2cf1d/ct12_1/1?sid=TV2%3AwIsPn2ygw [] Event Marketing Lessons from Content Marketing World The annual Content Marketing World conference isn’t just about content marketing – it is content marketing. The CMWorld team shares how it creates a memorable event that continues to attract a larger audience every year. [Read More](2cf1d/ct12_2/1?sid=TV2%3AwIsPn2ygw) [] [] Events [Content Marketing World](2cf1d/ct17_0/1?sid=TV2%3AwIsPn2ygw) [ContentTECH Summit](2cf1d/ct18_0/1?sid=TV2%3AwIsPn2ygw) [Master Classes](2cf1d/ct19_0/1?sid=TV2%3AwIsPn2ygw) [Content Marketing Awards](2cf1d/ct20_0/1?sid=TV2%3AwIsPn2ygw) [] Resources [Research](2cf1d/ct21_0/1?sid=TV2%3AwIsPn2ygw) [White Paper/eBook Library](2cf1d/ct22_0/1?sid=TV2%3AwIsPn2ygw) [Content VIPs](2cf1d/ct23_0/1?sid=TV2%3AwIsPn2ygw) [CMI Business Directory](2cf1d/ct24_0/1?sid=TV2%3AwIsPn2ygw) [] Education [Content Marketing University](2cf1d/ct25_0/1?sid=TV2%3AwIsPn2ygw) [Chief Content Officer](2cf1d/ct26_0/1?sid=TV2%3AwIsPn2ygw) [Webinars](2cf1d/ct27_0/1?sid=TV2%3AwIsPn2ygw) [Career Center](2cf1d/ct28_0/1?sid=TV2%3AwIsPn2ygw) [] Interested in advertising with CMI? [Learn more](2cf1d/ct29_0/1?sid=TV2%3AwIsPn2ygw). 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