It’s All About That Fit

mlns='> Tech for content should be as comfortable and supportive as athleisure wear. Why isn’t it? [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 4.22.22 Connect With CMI [5 Ideas To Make Your Content Accessible to All]( Accessible content allows anyone to consume your creations. It also signals to everyone that your brand recognizes the value of inclusive content. Here are five ways to make it happen. [Read more]( By Mariah Muller More of the week's best stuff: - [How To Bring Big Word-of-Mouth Content to Your Marketing]( by Kate Winkler - [How To Use Agile Marketing for a More Productive (and Happier) Content Team]( by Ann Gynn - [Content Marketing Basics: How To Start (or Jumpstart) Your Content Practice]( by Jodi Harris - [The One Thing Content Marketers Love and Hate More Than Writing [Rose-Colored Glasses]]( by Robert Rose  It’s All About That Fit Writing is a little like working out for me – I don't love it, but I love having written. I feel the same about technology. I don't love enterprise content technology, but I enjoy having "technologied." (Is that a thing?) I know a lot of content marketers feel the same way – about writing and content tech. The ambivalence content marketers feel toward technology arises because so many of us work with a tech stack that wasn't designed for content's specific needs. As I (too often) find myself telling clients, "That marketing tool can do that. But it's not built to do that." Technology to improve the operations of marketing and communications isn't new. In the 1980s, database marketing systems helped store customer information and enable pre-digital marketing efforts like mass mailings. I remember helping my mom figure out how to do a mail merge with Lotus 1-2-3 and WordPerfect. (If you haven't had to hit Alt-F3 to "reveal codes," have you ever really written?) It's easy to forget that the explosion of marketing technology in the early 2000s was born out of the drive to automate sales. (There's a reason for the company name Salesforce.) Content operations need different technology now that content has emerged as a distinct function from sales automation and CRM (just as digital marketing did). Content professionals have to balance: - Unique governance structures - Scalability - Workflow - Content creation - Content management - Activation - Measurement - Repurposing Unfortunately, the tools at their disposal have been chosen and implemented as part of a classic martech strategy. It's not wrong, per se. But it's designed to optimize marketing operations, not content operations. In [Rose-Colored Glasses]( this week, I share some ideas for building a content tech stack that can make your work and processes a heck of a lot more comfortable. Do you have a love-hate relationship with content technology? Let me know where you’re struggling (or thriving) 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 Do you have colleagues or friends who would benefit from Robert's weekly updates? If so, please invite them to [subscribe]( here.   Sponsored Content Content Style Guides: The Path to Creating Consistent and Engaging Content Enterprise leaders: Did you know that a *dynamic* style guide can keep your writers up to date with the latest standards — in the tools they already use? [Get the guide to learn more! »](   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: - [Senior Content Marketing Manager]( Blueprint Test Prep – Remote/Work from Home – [Learn More]( - Content Marketing Project Manager, Masthead Media – New York or Remote – [Learn More]( - Head of Content Marketing, CyberGRX – Denver, CO or U.S. Remote – [Learn More]( - Content Marketing Manager, RxBenefits – Remote – [Learn More]( Interested in posting a job here? Please see our [CMI Careers page]( for more info.  More from CMI ContentTECH Summit | New Speakers Added! Two more brand innovators have joined the ContentTECH Summit program – Liana Cave, director of content management at Hilton, and Michaela Ion, senior manager of Alpha Universe platform & Alpha Female program at Sony. They round out a lineup of content marketing leaders who will be sharing their expertise to guide you in creating fine-tuned strategy frameworks, data-driven content, and customer-first experiences. Today is the final day of the Spring Flash Sale! Save $300 on your conference pass when you sign up by 11:59 pm ET and enter promo code SPRING2ACTION. [Register Now and Save »](    CMI University | All-New Curriculum for 2022 It’s 2022, and the world of Content Marketing and Content Strategy is changing. Yes, again. We designed the all-new CMI University 2022 curriculum to help you navigate this evolving landscape and make content a strategic, functional operation in your business. Enroll now and you’ll receive 12-month on-demand access to a program that will guide you in creating the building blocks for your content marketing strategy. Watch this video to learn more about CMI University, and then use code LEARN22 to save $100 on enrollment. [Watch Video »]( [Enroll now »](   [Content Strategy Resources]( Events [Content Marketing World]( [ContentTECH Summit]( [Content Marketing Awards]( Resources [Research]( [White Paper/eBook Library]( [Content VIPs]( [CMI Business Directory]( Education [Content Marketing University]( [Chief Content Officer]( [Webinars]( [Job Listings]( Interested in advertising with CMI? [Learn more.]( To stop receiving future Content Marketing Institute update emails, please respond [here](. Copyright © 2022 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]