My New Content Marketing Project and 2 Lessons Learned

My New Content Marketing Project and 2 Lessons Learned
Michele Linn - Thu May 27, 2010 @ 09:09AM
Comments: 31

Content Marketing InstituteDo you ever have one of have one of those weeks where everything comes together? Well, that's my week here. For the last few months, I have been working on a project that I am so very excited about, and this week it launched.

While I don't usually talk about specific projects I work on but rather share lessons learned from my experience, this is something that I think readers of Savvy will be really interested in, so indulge me for 20 seconds.

For the past few months, I've been working with Joe Pulizzi (from Junta42 and author of Get Content Get Customers) on a new site called the Content Marketing Institute. It's a site dedicated specifically to help marketers learn about the how-to of content marketing.

We've launched with a daily blog (you can sign up to get updates), and we have plans to offer much more, including what we're calling "bite-sized training" this summer.

While I would love for you to visit the site as I truly think it's a great source for content maketers, I wanted to share a couple of big lessons that I learned from working on this launch.

Have a core vision and stick to it

We have a very specific goal for the site: we provide how-to advice about content marketing. Everything we do needs to support this. This might seem like an obvious thing to say, but it can be difficult in practice. It's easy to get caught up in all of things that you could do.

For instance, as the Executive Editor of the site, my job is to oversee all of the content, including working with our awesome team of contributors for the blog. Writers have submitted posts that I have really enjoyed (and I think our reader would too), but if it doesn't provide how-to advice, I've asked the writer to re-work or write something new.

It's not a reflection on the author at all but rather how staunchly we hold to our core vision. If we start going in too many directions, it will be too easy to lose focus.

Actively solicit feedback

While we have a core vision that we won't deviate from, both Joe and I have known and professed from the start is that we don't have all of the answers when it comes to content marketing or launching this site.

I'm sure we have all worked with people who will create these grandiose plans in a vacuum, using all of these "best practice" ideas and theories. That's not our on mode of operation . . . at all.

Again, this may seem obvious, but ask people for their advice! We are actively looking for feedback on all aspects of the site and our future plans. We have a business plan that we have shared with many people, and I am often on the phone or trading emails with contributors to get ideas.

For instance, I was talking with someone about CMI yesterday, and she was asking a bunch of questions. I admitted that we haven't figured everything out yet, and her response was really telling: "I'm so glad. I would be worried if you thought you had!"

My point is this: as marketers, I think we know -- in theory -- that it's OK not to have all of the answers, but it can feel intimidating to ask questions becasue we don't want to appear like we don't know what we are talking about. But,things ar changing so fast in this space that no one can possibly know everything.

My experience has been people are very generous with their ideas and love to provide feedback. Not only will you learn something new, but you're also forging a connection with the person who is provding ideas.

So, the quick plug: If you like Savvy B2B, I think you are going to love CMI. Join us for what Joe calls our "great experiment" and, please, send me your feedback (post in the comments or send me an email directly at michele [at] Looking forward to seeing you there!

Related posts:

About the author: Michele is the Executive Editor of the Content Marketing Institute where where she works with a fabulous group of contributors who know a lot about content marketing. She's also a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can follow her on Twitter or read more of her posts on Savvy B2B.

Comments: 31


1. Stephanie Tilton  |  my website   |   Thu May 27, 2010 @ 10:41AM

Big congratulations to you and Joe for pulling together what promises to be a tremendous resource! And thanks for sharing your lessons learned. It's good to be reminded that many of us share similar experiences when pursuing opportunities and launching initiatives. And that help and valuable insights are often only a phone call, email, or tweet away.


2. Jamie Wallace  |  my website   |   Thu May 27, 2010 @ 11:22AM

Congrats, Michele - and to Joe for having you in the mix. ;)

Grt lessons captured here, too. Thanks for sharing those. Keeping focus is always a tough one because there are so many wonderful diversions to distract us, but - stay the course & success will follow!

Good luck!

3. Graytuna  |  my website   |   Thu May 27, 2010 @ 11:28AM

Michele, I wish you good luck with the new project! I'm new to this site + new to the world of marketing so I am ,of course, very excited to be able to take part of content like this.

Keep up the good work! Even though I'm young, I do have a bunch of marketers in my network so this is probably exciting for them too :)

4. Michele Linn  |  my website   |   Fri May 28, 2010 @ 12:34AM

Thanks everyone for their nice words!

@Stephanie: I am constantly amazed at all of the truly generous and helpful people I meet every day. The B2B marketing community is awesome!

@Jamie: Focus can be tough, can't it? But, I have found that I am much happier (and produce much better work) when I can.

@Graytuna: Welcome to Savvy! It's great to have you here. Let me know if I can ever do anything to help!

5. Joe Pulizzi  |  my website   |   Fri May 28, 2010 @ 07:41AM

Michele...great roundup here. I can't tell you how awesome it is that you are CMI's executive editor. This "experiment" is going to be fun!


6. Michele Linn   |   Mon May 31, 2010 @ 02:54PM


I'm already having a blast, and we're only just getting started. I can't tell you how nice it has been working with you thus far. It's going to be fun!


7. import   |   Wed May 07, 2014 @ 01:09AM

Bookkeeping applications there, but it was very generous artistry centered, but that provided me the base for what I required to do. I had a certain company.

8. professional   |   Mon May 19, 2014 @ 08:27AM

Looks are that what counts and even the discerning of watch fans are fooled by the looks of the replica handbags.Most professional who wear those replica handbags have confessed that they have found a brand spanking new avatar of themselves after they have started wearing these replicate! So what are you waiting for? These are available in various models and make their owners proud.

9. listed. From   |   Mon May 26, 2014 @ 03:44AM

“Otherwise, it wouldn’t be listed. From a preservation standpoint, if something has gone through the process, and met all the criteria, then there was definitely a case to be made that was ultimately accepted.”

10. people   |   Thu May 29, 2014 @ 01:50AM

Otherwise, it wouldn’t be listed. From a preservation standpoint, if something has gone through the.

11. people   |   Mon Jun 09, 2014 @ 12:20AM

Otherwise, it wouldn’t be listed. From a preservation standpoint, if something has gone through the.

12. kristan   |   Fri Aug 22, 2014 @ 08:53AM

Nice Blog I have never seened, Great B2B Blog, Great Job, Thanks for sharing Nice information, I am always using and

13. truth about cellulite exercises   |   Wed Aug 27, 2014 @ 02:18AM

Bref, c’est la fête du slide. Une pelletée de plus sur la tombe du Général, une aubaine add.

14. Villan   |   Wed Aug 27, 2014 @ 08:33AM

Dalmatia is one of my favorite places in the world. Natali is very lucky to spend their week. It will so fun watching the beach, which is full of colorful boats. In addition, Croatia is my favorite place in the world.

15. gfgh   |   Thu Sep 04, 2014 @ 02:55AM

Dalmatia is one of my favorite places in the world. Natali is very lucky to spend their week. It will so fun watching.

16. krishna   |   Sun Sep 07, 2014 @ 08:44AM

Thanks a lot for sharing the detailed list of Senate names of farm bill Conferees. Most of the members are new to me. This subject has interested me for quite some time. I have just started researching it on the Internet and found your post to be informative and

17. ken burge  |  my website   |   Sat Sep 27, 2014 @ 09:52AM

Keep moisturizer in your skin looking fresh. Keeping your skin moisturized constantly can prevent dryness and any breaking or cracking.

18. ken burge   |   Tue Sep 30, 2014 @ 01:54AM

all just 'as friends'. For instance, it may possibly make you feel very good to inform her that you really like her and you may possibly even consider that this is essential but this would be a large error if you are severe about getting your girlfriend back

19. ken burge   |   Sat Oct 11, 2014 @ 07:23AM

Proper right here is Tao of Badass Review for guys. So what's in Tao of Badass? How to recognize the signs of firm rejection and run away from it? A a quantity of mins after I strolled away in self-disgust there was a thump on my door. The major benefit of this guide is that it contains reality method. That was all I needed, my belief in oneself has gone by way of the space and I no longer have to be concerned about receiving shot down ever once more. There are several versions of The Tao of Badass Overview. The concept of a book intended to teach males how to be productive with girls is nothing at all new. Pellicer's strategy in constructing self-confidence will get any man to have a much better self-image about himself so that he can confidently mingle in the community and start off a conversation with any gorgeous woman even on the streets. That's just the way it is often. Trustworthiness is what this is all about.

20. marry   |   Sat Nov 15, 2014 @ 01:27AM

Bing this site. I wanted to thank you for this special read. I definitely savored every little bit of it and I have you anine bing bookmarked to check out new stuff you post,

21. Juaman   |   Sat Nov 29, 2014 @ 05:44AM

It is not easy to start off at college. You are in a new world with people you don't know. People frequently have issues getting used to college. Use that advice given to help ease your transition into the world of higher learning.

22. Can  |  my website   |   Mon Jan 19, 2015 @ 06:28AM

A good way to shed weight is to go for an outdoor hike. You will commune with nature and fresh air while burning lots of calories. The more rigorous the hike, the higher the calories that you'll burn.

23. covered   |   Tue Jan 20, 2015 @ 03:33AM

Make sure you are not allergic to eyelash adhesives before applying them.Make sure you cover the test area is covered properly.

24. these   |   Wed Mar 04, 2015 @ 03:49AM

If you do not take good care of your eyes, you may not have good vision for your whole life. Instead, you can develop various problems with your eyes that can be very frustrating to deal with. Make sure that you use these eye care tips on a regular basis.

25. oldschoolnewbodyuserreviews  |  my website   |   Thu May 07, 2015 @ 03:07PM

Eat less on your diet while tricking your mind into thinking you are eating more, simply by downsizing to an 8" salad plate for your main meals. Smaller servings can seem pretty skimpy when sitting on a larger dinner plate and might signal deprivation to your brain. Switch those same servings to a cozy salad plate and you have the sense of enjoying a more robust meal. If you can convince your mind that you just had a normal meal, then your stomach won't be too far behind!

26. franklin   |   Wed Jun 24, 2015 @ 07:46AM

ive been examining thile to support its how can i include your feed to my rss reader as i need to observe you Thanks

27. ssss   |   Thu Sep 24, 2015 @ 02:45AM
28. cvbn   |   Tue Jan 19, 2016 @ 03:24AM

pengelola wisata di Pulau Tidung Kami adalah salah satu diantaranya kami bisa memberikan kepada anda
Vape mods
Vape pen
Vape eliquid

29. diabetes destroyer reviews   |  my website   |   Tue Feb 09, 2016 @ 01:48PM

Great article well written

30. cglaw  |  my website   |   Tue Mar 15, 2016 @ 11:08AM

From a preservation standpoint, it wouldn’t be listed.

31. klester   |   Thu May 19, 2016 @ 05:40AM

would like to bookmark the page so i can come here again to read you, as you have

Survival Life Deals
Survive the end days
Surviving the final bubble
Survival Md
Family Survival System

Post a Comment

powered by Doodlekit™ Free Website Builder