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.

Facebook Comments


  1. Bonita Tompkins says

    There is a local restaurant, BBQ Post 401, who does an excellent job of telling their story. My only wish is that they would stream the video from their website instead of downloading it, but watching the video is worth the download time just to see how to create an excellent and genuine company story.

    • BBQ Post 401 says

      Thanks for the kind words, Bonita! We’ll look into streaming that video from the site. Thanks for the tip!

    • BBQ Post 401 says

      Thanks for the kind words, Bonita! We’ll look into streaming that video from the site. Thanks for the tip!

  2. says

    Congrats Jay! Knock it out of the park! Just bought Now Revolution 2 days ago. I can already tell the difference between chapter authors. Who’s winning the bet?

  3. says

    Congrats Jay! I think a brand that nails it, from timely emails to witty crowdsourced projects allowing consumers to create, and a fun engaged social presence is Dunkin’ Brands aka Dunkin’ Donuts … who just announced the are going public over the summer btw … I don’t need the book (have and read already, excellent) but wanted to add Dunkin’ into the discussion. To me, they nail it.

  4. Anonymous says

    Wow, congrats on the new gig (they’re lucky to have you)! I would nominate iFractal ( as a company that tells a compelling brand story and authentically communicates. I have no relationship to them; just stumbled across them in my wanderings and routinely read their stuff because it’s funny and true.

  5. Scott Bush says

    Jay, congrats on joining forces with Junta42 and CMI.

    The one company who I think showcases who they are as a company very well is Crayola. They explain their culture, even giving themselves the name Crayolians, in a very creative and colorful manner, which matches up perfectly with their brand.

    Embracing your brand and what you offer is so important, and I believe that is something Crayola has figured out and showcases on a daily basis.

  6. says

    Congratulations! Look forward to reading it!

    And personally, I think Bravo ( has an AMAZING online content marketing scheme. Even though their television content is… well, questionable at times, they really understand how to engage their audience across an array of platforms, from foursquare to twitter to their actual homepage.

  7. Anonymous says

    Nice, Jay. It’s great that those of us who advocate the creation, monitoring, moderation and maintenance of quality content that tells a brand’s story via owned media are getting this kind of national attention. Looking forward to meeting up at some point.

    • Kyle Mensing says

      They are only in the Carolinas, at least for the moment. I actually think he brews out of RJ Rocker’s. He brews a Chocolate Macadamia Nut Porter called Gallows Point, it is pretty incredible.

        • Kyle Mensing says

          It is. Thomas Creek here in Greenville makes a Banana Split Stout. Southern Tier’s Choklat is delicious as well.

          As far as a company that tells their story well online, I completely forgot about Conan O’Brien and Team Coco. He relaunched his career using Twitter and they utilize social media and his website in an incredible fashion. So, despite my love for Dogfish, I think I have to change my answer. Sorry Sam.

  8. Joey Strawn says

    Hey Jay, just wanted to say how awesome your news is! I’m pumped for you and I know you guys will all do great things with CMI. YOu totally deserve it and they are lucky to have you aboard. : )

  9. says

    Man, that is one heck of an all star team. Congratulations!

    It seems like a lot of people in the world of Social Media are coming together in groups like this. Brian Solis recently joined Jeremiah Owyang and Charlene Li, too. Do you think this trend will continue? Will Social Media become more about teams of consultants rather than individual consultants? And what does that mean for the individual consultants just starting out right now?

    I find it all quite interesting :) Have fun!

    • says

      As people get busier, having compadres with whom you can work makes I more efficient to be a consultant. Our situation is massively different from Brian and Altimeter, however. We are all continuing with our solo consultancies, but working together via CMI now and again. I would say we are in a marketing alliance more than a services alliance.

      • says

        Hmm. I guess since I’m not in the SM consultation business it’s hard for me to get my arms around. I really like the concept of professionals being able to come together for the betterment of corporations. I think there’s a real positive factor there. I’m a “get in the weeds” person though, so I’d wonder about what would happen if say one of your clients went to CMI. How would information get shared (or not) and stuff like that?

        This is why I think i was probably a lawyer in my last life, btw :)

  10. letstalkandchat says

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out:

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