Cathy McPhillips

Do agencies practice the content marketing practices they preach? How effective are they at using content marketing to attract and retain their own audiences and move them to profitable action?

Our latest research report, Agency Content Marketing 2019: Benchmarks, Budgets, and Trends, answers these and other questions about how agencies use content marketing to promote their services.

In October 2018, we released the B2B results from our ninth annual Content Marketing… Show more

Do agencies practice the content marketing practices they preach? How effective are they at using content marketing to attract and retain their own audiences and move them to profitable action?

Our latest research report, Agency Content Marketing 2019: Benchmarks, Budgets, and Trends, answers these and other questions about how agencies use content marketing to promote their services.

In October 2018, we released the B2B results from our ninth annual Content Marketing Institute/MarketingProfs survey. A total of 1,947 recipients from around the globe – representing a range of industries, functional areas, and company sizes – replied in June and July 2018.

Of those who participated in the survey, 320 indicated they work for a for-profit agency and are directly involved with or oversee content marketing to market their agency’s services. Here’s what those respondents told us. Show less

While the Content Marketing Institute doesn’t have that Kardashian/soda brand relationship or actor/automobile manufacturer combo, we use influencers to create an e-book to market Content Marketing World. While you may not be promoting a live event, you likely can learn more about how to create an influencer-based piece of content from the lessons we’ve learned producing this e-book over the years, including the 2018 Ultimate Guide to Content Marketing.

It’s that time of the year again—September is nearing which means planning meetings, budget allocations, strategy sessions, and so much more. I actually love this time. Marketers are starting fresh, in a sense, and sharpening up strategies we’ve wanted to focus on. As the VP of marketing for the Content Marketing Institute, the leading global educational resource on content marketing, each year I’ve seen how enterprise brands evolve their strategies to attract and retain customers through… Show more

It’s that time of the year again—September is nearing which means planning meetings, budget allocations, strategy sessions, and so much more. I actually love this time. Marketers are starting fresh, in a sense, and sharpening up strategies we’ve wanted to focus on. As the VP of marketing for the Content Marketing Institute, the leading global educational resource on content marketing, each year I’ve seen how enterprise brands evolve their strategies to attract and retain customers through innovative storytelling techniques. How can CMWorld help? I explain my thoughts on CMI's flagship event. Show less

At most points of subscriber entry for CMI, we purposely only asked for email addresses and maybe a first name. A long lead form could dissuade people from subscribing so we were satisfied with just having an email address. But learning more about our subscribers would allow us to truly customize messaging to them. Additionally, learning more about our subscribers also would help our Content Marketing World marketing because over 75% of CMWorld attendees are subscribed to one or more of CMI’s… Show more

At most points of subscriber entry for CMI, we purposely only asked for email addresses and maybe a first name. A long lead form could dissuade people from subscribing so we were satisfied with just having an email address. But learning more about our subscribers would allow us to truly customize messaging to them. Additionally, learning more about our subscribers also would help our Content Marketing World marketing because over 75% of CMWorld attendees are subscribed to one or more of CMI’s newsletters. Learn more about how we learned more about our customers over an 18-month period. Show less

Tamsen Webster, executive producer of TEDxCambridge and public speaking strategist, says stage fright leads marketers to miss huge opportunities to differentiate themselves. Consider that 68% of B2B marketers use in-person events and 58% use webinars and webcasts as part of their content portfolio, according to CMI’s 2017 Benchmarks, Budgets, and Trends—North America. And roughly one-third call events “critical to success” in 2017. It's important for marketers to improve their public speaking… Show more

Tamsen Webster, executive producer of TEDxCambridge and public speaking strategist, says stage fright leads marketers to miss huge opportunities to differentiate themselves. Consider that 68% of B2B marketers use in-person events and 58% use webinars and webcasts as part of their content portfolio, according to CMI’s 2017 Benchmarks, Budgets, and Trends—North America. And roughly one-third call events “critical to success” in 2017. It's important for marketers to improve their public speaking, and there's no one better than Tamsen to help us do this. Show less

Can you track down your content assets efficiently? Have you perfected the collaboration process? Do you leverage existing content for reuse? Digital asset management (DAM) can help you maximize your broad portfolio of content assets.

This past summer, as the Content Marketing Institute team was in planning mode for Content Marketing World 2013, we started conducting weekly Twitter chats as a way for us to build our community and, in turn, increase our CMWorld registrations.

We are excited to see what the #CMWorld community has become, and proud that our 10-week chat “promotion window” has turned into a weekly event around which many of our attendees plan their Tuesdays.

As our way of giving back a bit, we… Show more

This past summer, as the Content Marketing Institute team was in planning mode for Content Marketing World 2013, we started conducting weekly Twitter chats as a way for us to build our community and, in turn, increase our CMWorld registrations.

We are excited to see what the #CMWorld community has become, and proud that our 10-week chat “promotion window” has turned into a weekly event around which many of our attendees plan their Tuesdays.

As our way of giving back a bit, we wanted to share some of the lessons we learned from running our chats, and provide additional details on what it took to execute the program for those of you who are thinking about trying Twitter chats as part of your own content plan. Show less

The No Kid Hungry campaign connects kids in need with nutritious food and teaches their families how to cook healthy, affordable meals. The campaign also engages the public to make ending childhood hunger a national priority.