The Content Marketing Institute (CMI) serves as a central resource for content marketing education, training, and events. The provided materials detail CMI’s offerings, including its annual Content Marketing World conference, the Content Marketing Awards, and various publications like Chief Content Officer. The data highlights a shift toward integrating content creation and distribution within enterprises, with a growing emphasis on global strategy and the construction of media organizations as profit centers. The information also outlines the recognition of content marketing excellence through the annual awards program.
Content Marketing Awards and Recognition
The Content Marketing Institute hosts an annual Content Marketing Awards program, recognized as the largest and longest-running international program of its kind. The 2017 awards ceremony took place at Content Marketing World in Cleveland, Ohio, before an audience exceeding 3,500 attendees. The awards recognize excellence across all aspects of content marketing, encompassing strategy, distribution, editorial work, and design.
In 2017, top prize winners included PACE (Greensboro, North Carolina) as Content Marketing Agency of the Year (for agencies with more than 100 employees), Imprint (New York City, New York) as Content Marketing Agency of the Year (for agencies with fewer than 100 employees), Frontline Education for Project of the Year, and Paolo Mottola, Jr. (Managing Editor, REI Co-op) as Content Marketer of the Year. A total of 93 individual category winners were also announced, selected from over 1,100 entries by an all-star panel of judges. The 2018 program was scheduled to open for submissions in February 2018.
Content Marketing Institute’s Core Offerings
The Content Marketing Institute focuses on advancing content-driven marketing through online education and in-person and digital events. The organization provides how-to advice, insights, case studies, and events geared toward marketers and creators working within enterprise brands, small businesses, and agencies. CMI offers strategic consulting, training, and research services to global brands. Key events include Content Marketing World, Marketing Analytics & Data Science, and various CMI virtual events.
The institute also publishes the bi-monthly magazine Chief Content Officer and maintains a community of over 215,000 content marketers who engage on social channels and a dedicated Slack group. ContentMarketingInstitute.com serves as a central hub for practical guidance, insights from experts, and contributions from the content marketing community. Resources available on the site include a getting started guide, a Content Marketing Framework, and access to CMI’s original research.
Emerging Trends in Content Marketing (2017)
According to observations made by Joe Pulizzi, trends in 2017 indicated a growing importance and integration of content creation and distribution within enterprises, specifically content that extends beyond direct product or service promotion. Several key areas were identified as significant for enterprise marketers:
- Creation of a Real Content Marketing Strategy: The need for a defined and comprehensive content marketing strategy was highlighted as a primary concern.
- Global Integration: With 40% of Fortune 100 companies attending Content Marketing World in 2015, the challenges of managing content marketing across global organizations—including complex processes, dispersed teams, and varied customer experiences—were recognized. CMI added a dedicated global strategy track to its 2016 event, featuring sessions from organizations like Oracle and Rockwell Automation.
- Construction of a Media Organization: A notable trend involved enterprises structuring content organizations as media companies. Examples cited include Red Bull Media House and initiatives by PepsiCo and Mondelez to establish profit centers within their content teams. Arrow Electronics’ acquisition of media properties from UBM was presented as a case study in building a media division through acquisition.
UBM and Content Marketing Institute Organization
The Content Marketing Institute is organized under UBM plc, described as the largest pure-play B2B Events organizer globally. UBM employs over 3,750 people across more than 20 countries, serving over 50 different sectors. The organization emphasizes its deep knowledge and passion for these sectors, aiming to create valuable experiences that enable customer success.
Resources for Content Marketing Professionals
The Content Marketing Institute provides a range of resources for professionals seeking to enhance their content marketing skills and knowledge. These include:
- Getting Started Guide: An introductory resource for those new to content marketing, outlining the definition and basic steps for implementation.
- Content Marketing Framework: A guide to the five essential building blocks of a successful content marketing program.
- Chief Content Officer Magazine: A bi-monthly publication providing industry trends and leadership advice.
- Content Marketing World: The largest gathering of content marketing professionals.
- Consulting Services: Strategic consultation led by Robert Rose, designed to address specific organizational challenges.
- Daily Content: New articles published on content marketing every workday, available via email subscription.
- Contributor Guidelines: Information for individuals interested in contributing content to the CMI website.
- Annual Research: Access to CMI’s original and annual content marketing research.
- Content Marketing Awards: An opportunity to showcase expertise and gain industry recognition.
Conclusion
The Content Marketing Institute serves as a significant resource for businesses seeking to develop and refine their content marketing strategies. The data indicates a growing emphasis on strategic planning, global integration, and the development of content organizations capable of functioning as independent media entities. The institute’s awards program recognizes excellence in the field, while its educational resources and events provide valuable support for marketers at all levels.