6 Stolen Content Marketing Ideas from the Top Marketers of 2016

6 Stolen Content Marketing Ideas from the Top Marketers of 2016. While I always glean so much from our community, I want to pay a special thanks to our Content Marketer of the Year finalists. Test titles on social – and change them after publication Stolen from: Amanda Todorovich, Cleveland Clinic While I learned many ideas from Content Marketer of the Year Amanda Todorovich, who runs Cleveland Clinic’s blog, Health Essentials, one suggestion sticks out: When an article is first published, test different headlines on Facebook and Twitter to see what people respond to. Ask yourself: What can you share – in a fun way – to get your team and organization excited about what you are doing? Learn more: How One Brand Created a Movement by Investing in Purpose Earn the right to email customers Stolen from: Dusty DiMercurio, Autodesk Do you have multiple teams excited about content who want to communicate with your subscribers? Ask yourself: Are you focused on a niche that you can truly satisfy or are your efforts still broad in the hopes of attracting more people, even if they aren’t the right people? Learn more: How to Connect with a Hard-to-Reach Audience: A Niche Marketing Strategy Recognize people in a niche profession Stolen from: Toby Lee, Thomson Reuters One of the things that stood out from Toby Lee’s experiences at Thomson Reuters is how they created a job title for the industry and developed an award for one of their key personas. One winner lady broke down and cried at the award ceremony saying she’d never been treated this nicely.” The Taxologist of Tomorrow program, a partnership with Junior Achievement (a nonprofit youth organization), offers workshops to high school students interested in learning more about how technology and business acumen will be a key driver in their future success. Learn more: How to Create a Marketing Team that Cares About Revenue Those are just a smattering of my favorite ideas from 2016. She is one of those people who truly loves what she does and who she works with.

Author: Michele Linn / Source: Content Marketing Institute

I can’t help but be grateful for the CMI community and all of the tips I’ve learned along the way this year. While I always glean so much from our community, I want to pay a special thanks to our Content Marketer of the Year finalists. While all of these individuals offer a lot for us to learn, I’m definitely stealing these six ideas. (You can also get more stolen ideas in this post from 2015 and this one from 2013.)

Test titles on social – and change them after publication

Stolen from: Amanda Todorovich, Cleveland Clinic

While I learned many ideas from Content Marketer of the Year Amanda Todorovich, who runs Cleveland Clinic’s blog, Health Essentials, one suggestion sticks out: When an article is first published, test different headlines on Facebook and Twitter to see what people respond to. Once you have that info, you can adjust the headline in post-production.

Ask yourself: What and how can you test your content on social to improve it post-production?

Learn more: How Cleveland Clinic Became One of the Most Visited Health Care Destinations

Create your content pillars

Stolen from: Margaret Magnarelli, Monster

Take a cue from Margaret Magnarelli at Monster, and consider the types of content you want to publish. Monster has three content pillars – with an editor in charge of each:

How – Straightforward, utility content that is the cornerstone of what they do
Now – Thought-leadership content that is focused on news- and data-driven stories
Wow – Fun and entertaining content that is intended for wide social appeal

Ask yourself: Would you benefit from publishing different types of content – and what would those be?

Learn more: How to Build a Content Marketing Practice in a Year: Lessons from Monster

Treat your internal audience as a distinct audience or persona

Stolen from: Dan Briscoe and Skyler Moss, HCSS

Dan Briscoe and Skyler Moss from HCSS attribute part of their content marketing success to keeping the rest of the company informed about their marketing in a fun way. For instance, Dan gives entertaining presentations during lunch, and shares photos and videos of what his team does.