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Why the Content Marketing Institute Wants You to Do Less but Better

Authors: Jess Michele Linn
Posted Under: The Content Experience Show
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Hosted By

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Michele Linn, VP of Content for the Content Marketing Institute, joins the Content Pros Podcast to share her three pillars to a successful content strategy.

Why the Content Marketing Institute Wants You to Do Less but BetterOne Step Back, Two Steps Forward

With the never-ending onslaught of new technology and tools, content marketing can feel like a downhill race that is quickly careening out of control. The struggle is real when it comes to staying on top of the latest gadgets while maintaining a near-constant stream of innovative or captivating material.
Michele’s extensive experience in the content marketing field has shown her that sometimes the most valuable thing to do in this industry is to step back instead of forward.
Pausing to look around at the field instead of focusing on the next piece of content allows marketers the space to evaluate what they are doing in the context of what their particular market needs.
Shifting the content production goal from “filling a void in the marketing calendar” to “filling a need for your customer” creates a strategy that is impactful and scalable for your industry. Sometimes that shift means slowing down so you can pass your competition.

In This Episode

  • Why having a content marketing strategy means having more than just content
  • How a lot of noise in the content marketplace leads to the perfect opportunity for a talented marketer
  • Why creating better content means doing less of it
  • How stepping back leads to stepping forward in content strategy and marketing success

Quotes From This Episode

“The whole conversation was around why content marketing. The conversation has shifted into how to do content marketing.” —@michelelinn
“Now people need help to connect those dots and to figure out that content path from start to finish.” —@michelelinn
I see organizations just trying to publish content so they can have 'content marketing strategy.' Click To Tweet
“There’s a lot of opportunity for marketers who can do content marketing well to succeed in the space even though it is crowded because there’s a lot of companies who are doing it, but they’re not necessarily doing it in the right ways.” —@michelelinn
“People are producing content just like everyone else is producing.” —@michelelinn
Even though there's a lot of great content out there, people can't find it. Click To Tweet
“We’re not these cardboard people out there that people can target.” —@michelelinn
“If you want to get through all of this noise, get specific and get niched and figure out where that gap is in the marketplace and how can you serve people differently.” —@michelelinn
For what its worth, I think content metrics change over time. Click To Tweet
“A lot of people jump to the technology first, but that’s not going to be successful unless you have the people and the processes in place to figure out which technology you need and then figure out how you can use that tech well.” —@michelelinn
It's worthwhile to step back and figure out where the market is changing and how it's evolving. Click To Tweet
“We’re trying to look at what the market needs and we’re not always tying everything so closely back to metrics.” —@michelelinn
“The companies that are going to do really well are those companies that have a solid process in place so that they can scale.” —@michelelinn


Content Pros Lightning Round

What is your true favorite color? I hate to sound boring, but I have a lot of black and gray clothing. I like jeans. I like basic things. I don’t like fashion because it doesn’t interest me. I just have my mix and match pieces that I can wear and not have to worry about it.
When you’re not working, what type of content are you consuming? I’m a huge fan of Andy Crestodina at Orbit Media. They have a fantastic blog. I love reading Doug Kessler at Velocity. I follow Ann Handley. Her voice is just so wonderful. I read not only what she writes, but how she says it. The same is true for Doug. I’ve been trying to read a lot more outside of the industry because I think that’s where you get inspired.

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