Construction Hazards Ahead

mlns='> Creators gonna create, so let them (if you want to keep them). [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 2.18.22 Connect With CMI [Your Content Mission in 2022: Get Ambitious and Embrace New Responsibilities]( The practice of content marketing continues to advance (with or without the metaverse). Get ready to grow with it by focusing on three high-value areas: content strategy, content enablement, and measurement. Robert Rose explains. [Read more]( By Robert Rose More of the week's best stuff: - [5 Ideas To Future-Proof Your Content Marketing Career in an AI Age]( by Travis Taborek - [4 Things Every Content Marketing Team Needs (Surprise! They're Not Tools)]( by Clare McDermott - [13 Expert Tips for Choosing Tech That Makes Your Content Strategy Work]( by Ann Gynn - [Writing Is Writing, Right? Not If You Want To Keep Your Content Creation Team [Rose-Colored Glasses]]( by Robert Rose  Writing Isn’t Writing "It's time to make the donuts." This phrase from a 1981 Dunkin' Donuts ad campaign has become part of our workplace culture. People use it to talk about preparing to do something repetitive, grueling, or meaningless. But that's a misreading of the original message. The ad featured Fred the Baker, who woke up very early every morning, struggled out of bed, and repeated his mantra, "Time to make the donuts." By the end of the ads, Fred greeted his customers with a big smile, proud of his work. "It's time to make the donuts" wasn't a lament about doing the same menial task day after day. It conveyed Fred's commitment to creating something special day after day. The tension between creating content that feels special and constructing useful (but menial) content resonates with so many content practitioners. Without an adequate balance between the two, content creators may lose interest in their roles. I talked with an extraordinary young writer at a B2B technology company the other day who told me about her career path. She'd landed a job at an agency where she wrote brilliant articles and blog posts for B2B clients. A couple of years later, she moved to content marketing at the large tech company. Initially, she loved her role, which involved writing short-form news articles about the company's industry trends. She got to dig into the industry and the products, interview people, and go deep into the topic. After a couple of reorganizations, though, she found herself serving as the website editor. Her daily job involved editing – not creating – content describing technical specifications and product how-to help. When she asked her manager about the possibility of expanding her assignments for more variety, the manager replied, "Writers are writers. And writing is writing." The first statement is true. The second is not. Not surprisingly, the writer left the company. That's a real loss for the business. In the so-called Great Resignation era, talent acquisition and retention might be one of your most critical jobs. Fostering and retaining content talent comes down to balancing how much someone has to construct vs. how much they're encouraged to create. I offer some ways to understand the difference between those content tasks (and what to do about it) in this week's [Rose-Colored Glasses](. Let me know how you balance construction and creation among your team members in the article's comments section or [by email](mailto:cmi_info@informa.com). In the meantime, remember: It's your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute You're getting this exclusive article from Robert Rose as a perk of your newsletter subscription. Do you have colleagues or friends who would benefit from Robert's weekly updates? If so, please invite them to [subscribe]( here.   Sponsored Content Shifting Gears: A Look at the Content Marketing Industry in 2022 In a new report from Semrush, 91% say they achieved success with content marketing. Explore the highlights from this research and get expert advice to expand your success this year. [Get Insights & Report Today »]( 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: - [Content Marketing Manager]( Truework – San Francisco, New York City, Remote - [Learn More]( - [Content Marketing Manager]( FourKites – Chicago or Remote - [Learn More]( Interested in posting a job here? Please see our [CMI Careers page]( for more info.  More From CMI Free Webinar Event | Keep Your Content Operations Strong A strong content operations strategy is critical to keeping your business moving forward. The most successful content marketers have the systems and processes in place to deliver consistent brand messaging and the best possible customer experiences. How does your team measure up? Join us on February 23 and 24 for two days of learning that will give you new ways of looking at your systems and processes. [Sign Up to Attend »](  ContentTECH Summit Preview: When SEO Is Not the Answer For many companies, SEO is the foundation of inbound marketing efforts. "If we build it, they will come." (over time…with lots of great content!) But what if they don't? This week, we sat down with Ali Orlando Wert, director of marketing strategy at SmartBugMedia, to chat about her upcoming ContentTECH Summit session on how to use content marketing when no one is searching for you. 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