Content Marketing

Joining Forces With Content Marketing Institute

We’ve entered an age where every company needs to think of itself as a TV station, as a magazine, as a newspaper. Telling your story in a relevant, authentic fashion across a multitude of modalities is the marketing of the present (especially for B2B).

Since I started in strategy, information architecture, persona development, and content planning for the Web in 1994, I’ve been helping companies with this transition. Only somewhat recently did we start calling it “Content Marketing” – which is handy because you don’t have to spend as much time explaining the premise.

Before I started online I worked in TV, radio, newspapers, direct mail, and magazines, so I’ve seen the content transformation up close, and really enjoy helping companies figure it out. More recently, I was a contributor to Content Rules, the incredibly book on content creation from my friends Ann Handley and CC Chapman.

That’s why I’m delighted to announce that I have been asked to join CMI (Content Marketing Institute) as a consultant, to help them provide content marketing strategy and editorial services to corporate clients.  CMI Founder Joe Pulizzi and CMI’s “Strategist in Residence” Robert Rose have put together a terrific cast of consultants for this initiative, including Lisa PetrilliJason FallsMack CollierDianna Huff and Ardath Albee + me.


I’m not changing anything about Convince & Convert, and I will continue to work with big companies and agencies on social media strategy, audits, coaching, scoreboard creation, and social business design of the type described in The NOW Revolution.

I will, however, be working on projects with the CMI team across three areas:

  1. Content Marketing Strategy – helping companies find their stories and atomize their content.
  2. Content Advisory Services – helping companies package, measure, and socially optimize specific content pieces.
  3. Editorial and Content Production services – working with CMI and its sister company Junta42 to source content creation for large companies.

If you would like to learn more about CMI’s consulting services, and how to hire us, please click here.

I’ve had a passion for content marketing for nearly 20 years, and I’m excited to be putting that passion into practice side-by-side with CMI. You’ll find me talking more about content and storytelling here on the Convince & Convert blog, and I may be changing some of the format and packaging of my own content later this year.

Meanwhile, a quick promotion. Please leave a comment that names one company that tells their story well online (a link would be great). Three commenters will win a copy of The NOW Revolution.  My current vote is for Red Wing Shoes, who do a great job with their videos here.

Thanks for playing, and as always for your support of me and my work. It’s truly an honor that you choose to spend your time here, and I don’t take that responsibility lightly.