I Do Not Think It Means What You Think It Means

mlns='> [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 4.9.21 Connect with CMI [Is Proving Content Marketing ROI an Impossible Dream?]( Traditional ROI formulas aren’t a great fit for showing content marketing’s value to the business. But that doesn’t mean you’re off the hook when it comes to showing results. These ideas will help you express your program’s value in the language of business. [Read more]( By Ann Gynn [Measurement and Reporting] Some more of this week's best stuff: - [10 Psych Principles to Attract and Grow Your Audience]( by Wesley Cherisien [High-Level Strategy] - [Guest Blogging: A Step-by-Step Guide]( by Ann Gynn [Content Creation] - [14 Ways to Get More Opt-Ins From Your Content]( by Tom Treanor [Editorial Process and Teams] - [How to Elevate Brand Stories So They Pack an Emotional Punch [Examples]]( by Content Marketing Institute Team [Trends and Research] Join Our Weekly Wrap News Crew Did you come across an exciting content idea, unique example, or puzzling trend this week? Help us share it with your fellow Content Marketing Institute readers by completing [this form](. If we include your submission in an upcoming Weekly Wrap, we’ll credit you as the source of the inspiration.  A Note From Robert Rose I Do Not Think It Means What You Think It Means Last week I participated in a Zoom call with a client who was getting a demonstration of a new digital asset management system. The sales engineer deftly clicked through the interface, configured a new set of images, assigned the metadata, and set the rights-management properties. Then he logged in as different users to demonstrate a sophisticated workflow. Next, he published an asset and showed how the system would present it in different formats depending on the channel. During the 20-minute presentation, he mentioned no fewer than five times how “easy” it was for the “business user” to do something previously available only to experts. I had to interrupt. “Here’s the thing,” I said, “It actually isn’t easy.” The sales engineer looked confused. I clarified, “You make it look dead simple. But to someone who doesn’t understand what you’re doing, you might as well be controlling the Mars Rover. Managing this kind of technology is not easy. And that’s okay.” You never see product marketing materials for airplane flight control systems that say, “We make it easy for new pilots to fly planes.” You never see anesthesia machines marketed with phrases like, “We make it easy for anesthesiologists to knock out their first patient.” Computer network architects aren’t promised technology solutions that “empower the non-technical creator or business user.” Marketers in these industries may use familiar technology marketing adjectives like “ergonomic,” “intuitive,” or “scalable.” But they don’t make claims that someone who isn’t an expert will be able to just pick it up. Why not? Pilots, anesthesiologists, and computer network architects are considered professionals who should have the experience and training to handle complex technology interfaces. The technology they use is tied to how they do their job. Therefore, while new tools may be made more intuitive than the previous ones, everyone expects these professionals to be trained on the different kinds of tools they’ll need. But with marketing tech, there’s an expectation that it has to be made so basic that even non-marketers can manage it properly. Today, marketers work with some of the most sophisticated digital technology and interfaces in any industry. Try sitting airline pilots down in front of a digital experience platform and asking them to set up a new section of the corporate website. Or tell a network architect to give you intelligent insights from an analytics system that connects to four different content technologies. Marketers are becoming proficient in specific expert systems. We should embrace and encourage that. In many businesses, marketing technology gets purchased with the notion that it should be “interchangeable” or “easy” to implement. But in CMI’s [2020 Content Management and Strategy Survey]( only 3% of respondents considered their organization’s level of proficiency with technology “expert.” Most (42%) said their level of proficiency was “intermediate.” And those numbers haven’t changed markedly in the four years that we’ve conducted our research. It’s simple: Marketing departments aren’t getting better at deploying and managing technology. Could that be because we’re told that it should be “easy,” “simple,” and “interchangeable?” That’s not the way any of this works. Marketing technology will get easier – but it may not be simpler. It will become cheaper – but it may not be more efficient. It may be faster – but it may not help us move any quicker. The rising tide of technological capability is wonderful – but it assumes we have invested in a boat. As you think about marketing tech acquisitions, recognize the need to invest not just in new capabilities – but in the expertise that helps you steer them in new directions. It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute This article from Robert is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Robert's weekly updates, please have them [subscribe](.  Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? Please check out our job listings below. Available Positions: - Consumer Content Strategy Advisor, TransUnion, Chicago, IL - [Learn More]( - B2B Copywriter, Dragonfly Editorial, Remote - [Learn More]( Interested in posting a job here? Please see our [CMI Careers page]( for more info.  Sponsored Content:  2021 Gartner Magic Quadrant for Digital Experience Platforms (DXP) The Gartner Magic Quadrant for Digital Experience Platforms (DXP) is out, offering an up-to-the-minute, comprehensive report on the state of DXP today. See who the evaluated vendors are in the space, as well as their strengths and cautions—all in one place. Download your complimentary copy of the 2021 Magic Quadrant report to learn how Acquia has been evaluated with other DXP companies and why we believe Acquia—and our recent acquisitions—stand out. [Download Now »](   More from CMI Content Marketing Awards now accepting entries! Did you create some of your best content in 2020? Were you challenged to create different content, distribute in new ways, and step out of your comfort zone? We want to celebrate your work in this year's Content Marketing Awards. With over 85 categories to choose from, there's a category or two that is right for you. Enter today! Early pricing ends April 9. [Enter Today »](   "How can we address diversity, inclusion, and multicultural marketing in a purposeful way, without being performative — while continuing to grow our business?" At CMWorld World 2020, Sydni Craig-Hart of Smart Simple Marketing shares what's working now and how you can stand up as an advocate for diversity, deepen engagement, and increase loyalty with multicultural audiences. [Watch now »]( [CONTENT ROI AND MEASUREMENT]( Events [Content Marketing World]( [ContentTECH Summit]( [Master Classes]( [Content Marketing Awards]( Resources [Research]( [White Paper/eBook Library]( [Content VIPs]( [CMI Business Directory]( Education [Content Marketing University]( [Chief Content Officer]( [Webinars]( [Career Center]( Interested in advertising with CMI? [Learn more.]( To stop receiving future Content Marketing Institute update emails, please respond [here](. 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