Content Marking Institutes GM on why brands need storytelling campaigns

Content Marking Institutes GM on why brands need storytelling campaignsContent Marking Institutes GM on why brands need storytelling campaignsLadders recently spoke with Stephanie Stahl, General Manager of Content Marketing Institute, who discussed a variety of topics including how brands and business can effectively apply storytelling to their marketing campaigns, how technology has changed the content marketing field, how marketers can best measure success, and much more. Get to know her below.What initially attracted you to the field of content marketing? Before working in the field of content marketing, I was in the print/digital media business for many years. In all of my years of reporting, writing, and editing, I realized that great content whether it is from a jurnalistic organization or an enterprise or an agency or an individual blogger is worth consuming. So, the idea of creating compelling content that helps companies build trust and relationships with prospective or ex isting customers was very appealing. After many years of working as a journalist and editor for UBM, I took on a leadership role in the content marketing services business and had the opportunity to help many technology companies with content creation, distribution, promotion, optimization, etc.Please tell me a little about the Content Marketing Institute/UBM and your roleIm the General Manager of the brand, which UBM acquired in 2016. UBM is now owned by Informa and the Content Marketing Institute is part of the Informa Tech business unit. CMI provides education, training, events, consulting and research to help marketers improve their strategies and their results through great content, processes and technology. Whether companies are trying to generate demand, raise awareness of their brand, learn about innovative technologies, or network with a vibrant community, CMI has something for practitioners as well as decisions makers. Our daily blog offers a new article each day to hel p marketers do something - or do something better our Chief Content Officer digital magazine offers compelling and provocative content for executives we have multiple in-person events (Content Marketing World, ContentTECH Summit) webinars online training benchmark research strategy consulting and more.Follow Ladders on FlipboardFollow Ladders magazines on Flipboard covering Happiness, Productivity, Job Satisfaction, Neuroscience, and moreWhy is content marketing such a talked about and important field nowadays for brands/marketers? A decade ago, it was a nice-to-have in a marketing strategysomething to experiment with. Today, it is a must-have as traditional advertising has become less effective and sometimes very distracting. Look no further than the significant increase in the usage of ad blockers. Using creative and compelling content to attract the attention of an audience, to engage an audience, to build loyalty from an audience, to ideally create long-term relationships with customers who are willing to tell others about you, to share your content, to share their experiences with you thats the goal. And marketing gruppes in large enterprises, in small and midsize companies, and in start-ups realize the value that great content and storytelling can create in terms of a competitive advantage. CMIs annual Benchmarks, Budgets, and Trends research continues to show year-over-year growth and increasing success rates among B2B and B2C marketers who are using content to connect with prospects and build long-term relationships with customers. What steps should those brands and businesses new to the field take to apply storytelling in their marketing campaigns? Storytelling helps humanize a brand and create emotional ties with an audience or community. It also gives customers a sense of beliefs, values, and personality of the brand. Fundamentally, it starts with an agreed-upon mission statement. It should be clear and direct - tell your readers who you are, wha t audience you intend to help, and how you are going to help them. For example, Content Marketing Institute is the leading global content marketing education and training organization (thats who we are), teaching marketing and content professionals (thats the audience we are creating content for) how to attract and retain customers through compelling, multi-channel storytelling (thats how we are going to help them). Then, you need to focus on hiring the right team and/or agency so that you can set your content strategy who is your desired audience? what will your workflow look like? what technologies do you need? how often will you publish? what channels should you use? etc.Your team should include writers, editors, copy editors, and designers, of course (whether on-staff or freelancers). But you also need to think about distribution, promotion, audience development, personalization, ausverkauf enablement, etc. when building the team to help you get the fruchtwein out of your effor ts. Youll need to think about what technologies you need and collaborating with IT professionals in your organization. Youll need to have someone analyzing your content performance and making sure you are getting the ROI you are seeking. You might even consider having a researcher on staff or working with a third-party research team to help with original research, which is a great way to create compelling content.What should they avoid? What mistakes have you seen? For brands that have been using content in their marketing efforts for some time, an omnichannel approach can be very effective. But for those that are just starting out, trying to be in too many places at one time can be a big mistake. It just dilutes the efforts. Get really good at a couple of things before trying to expand. Also, its good to experiment with different content types (written, audio, video), but you need to study very carefully what resonates with your desired audience and master what works.How important of a role does technology play in the content marketing field and specifically in your work? Simply stated, its critical. Marketers need to first determine needs and proper processes before choosing specific technologies, but there are so many innovative and necessary technologies available today to increase efficiency, to manage content production, to optimize distribution, to improve workflow, to manage assets locally or globally, to manage social media, to scale enterprise content, to make marketers lives so much easierWhat technology/innovation/platform has had the most profound effect on the field of content marketing in the past year or two, and why? Its impossible to choose a single technology Thats not a cop out There are so many great technologies available today (just look at Scott Brinkers infographic), but it really depends on the organizational size and need. A great workflow platform can be life-changing. An AI-based tool can replace timely, manual processes or help wi th corporate governance, a content management platform can help a team operate fluidlyit all depends on the need.What are the biggest challenges, from a creative and/or business standpoint, that those in content marketing face nowadays? Well, there is no shortage of content available today. So, the focus really must be on creating the best content. Great content all the time Theres no room for noise and distractions that have turned people away from annoying digital advertising. Mediocre content will be ignored. Thinly-veiled sales pitches will be ignored. Poorly researched content will be ignored. Most consumers these days arent willing to give second chances, so the content must be great, it should educate, solve a business need, entertain, or all of the above.How can marketers best measure success with content marketing? Marketers should decide up front what is the most important result from their content efforts. Is it the number of clicks? Is it time on site? Is it time watchin g a video? Is it the number of subscribers to a podcast? Is it the number of times content is shared? Is it the number of conversions to a revenue-generating product? Is it brand awareness to help recruit skilled workers? Ultimately, we all want our content to help our bottom line, but how we get there differs among brands. Whatever metric is most important should be measured relentlessly so that smart decisions can be made. And I can pretty much promise any marketer that if their content focuses solely on product pitches and me me me information rather than customer needs, theres no reason to measure at all.What has been your career highlight/proudest career achievement and why?Ive often consulted with clients about not worrying about creating tons and tons of content just to see what sticks. Focus, instead, on creating really great content in the formats and on the channels that matter most to your desired audience. Its been gratifying to see a single print product or a single web cast lead to some truly amazing results (revenue) for clients. It reinforces the notion that marketers should aim to make every piece of content great and to focus on the channels that work best for your audiences needs. These are career highlights for sure. And, yes, of course, its fun and rewarding to be able to have amazing storytellers such as Tina Fey, Mindy Kaling and Henry Rollins join us for Content Marketing World. Its nice to have influential storytellers give our audience so many great ideas and words of wisdom. I get to work with an amazing team at CMI and our community is awesome.

A Smartphone Can Be Like a Glass of Wine

A Smartphone Can Be Like a Glass of Wine A Smartphone Can Be Like a Glass of Wine Maybe under the same circumstances during a job interview at a restaurant, the use of a internetfhiges mobiltelefon could be acceptable, but otherwise, the odds arent in your favor. According to one research study, having the internetfhiges mobiltelefon out and using it may be the equivalent of having a glass of wine with your meal. Just because the person interviewing you sends a text (or has a glass of wine) doesnt mean its OK for you to.A recent study co-authored by Peter W. Cardon of the University of Southern California Marshall School of Business and colleagues at Howard University is the first to provide an empirical baseline for how attitudes toward mobile phone use actually break down across gender, age and region.According to an announcement about the study, With a national sample of more than 550 full-time working professionals, the study reveals what geschftlicher umgang professionals pe rceive as acceptable, courteous or rude use of mobile phones in the workplace. Published in the journal Business Communication Quarterly, the research offers a critical baseline for how attitudes toward technology may change over time and serves as a guide to navigating social expectations around polite smartphone use.The biggest takeaway from the study for job seekers is to keep the phone tucked away during a meeting. It found a full 20 percent of professionals said simply having your phone out at a business lunch is rude.Here is what the research found for using a phone in a business settingThree-fourths said checking texts or emails was verboten.Even a higher number, 87 percent, said to turn the phone off and never answer it during a business meeting.The same holds true even at more informal lunch meetings. Two-thirds said its wrong to text while knoshing.But men are more flexible on this issue than women. Almost six in ten say its copacetic to check text messages during business meals while barely one-third of women felt the same way.Half of all men condone phone calls at a lunch meeting while only 26 percent of women do.Where youre doing business geographically also makes a different. It turns out the West Coast, which the study authors said has a reputation for being more casual, is more uptight about phone use than their colleagues from the East Coast.The more you make the less tolerant you are of phone use in business meetings, according to the study where the researchers first identified the most common grievances people had about smartphone use among their colleagues, including browsing the Internet and checking text messages. They then asked working professionals earning at least $30,000 a year to identify which of these behaviors they considered acceptable and which ones are flat-out rude.Its probably not surprising that younger professionals are more willing to accept texting during a business lunch. The study determined 66 percent of people unde r 30 said texting or emailing was okay, compared to just 20 percent of those aged 51-65.Youre also gambling on getting hired even by answering the phone. The study found that saying Excuse me to take a call didnt cut it. More than 30 percent still found it to be rarely/never appropriate during lunch meetings.

7 Lessons to Learn from Job Loss

7 Lessons to Learn from Job Loss7 Lessons to Learn from Job LossLosing a job ranks pretty low on things people want to experience. It happens, though, for a variety of reasons and can happen without much notice. So, how do you recover from job loss and move on in your career? By evaluating the things that can be done differently and focusing on the opportunities you have ahead of you.Job loss, whether from being fired or being laid off, can come as a shock, and the first few days can easily be consumed with stress and anger. However, the loss could be a blessing in disguise. Maybe youve hated your job for as long as youve had it. Maybe you felt you werent being given the opportunity to apply your skills. Perhaps it was a dead-end career with no growth. No matter the reason, there is a silver lining to having the opportunity to focus on new career opportunities. Rather than dwell on the circumstances that cant be controlled, put your best foot forward and use the list below to take st ock of the lessons you can learn from job loss.Here are seven lessons to learn from job loss1. Evaluate what needs to be done differently.Nobody likes to let their shortcomings hang around, but evaluating areas you could improve can help you in developing the skills you need to be a better staffer. Were you ever given critical feedback? If so, use that to become a stronger, more experienced professional.2.Find your right fit.Sure, you might have liked your job enough, and the pay was perfect for your lifestyle. What about finding a job you love? Or a company whereyou feel passionate about the mission? Or, what about a job with a higher salary? Job loss can create an opportunity for you to do something different, earn a higher salary, and finally, find that work-life balance youve been desperately chasing.3. Be mindful of internal company happenings.If you didnt landsee the loss of your job coming, it might be time to learn to be more mindful of internal company happenings. In many i nstances, layoffs or force reductions are quietly discussed and visible within a company. However, if this sort of behavior makes you feel a bit grossed out and icky, use this in your job search. Evaluate a companys culture and ask about itstransparency.4. Prove yourself to be valuable.Although being a high performer wont necessarily save you from a force reduction, it can help keep you in a more positive light when the times comes. That could mean anything from a good recommendation, assistance in sourcing new opportunities, or advanced notice that things are going south. When you make yourself valuable and learn to raise your hand at work, people notice you and build relationships with you.5.Build a network.Job loss can happen suddenly, which means a job search has to begin almost immediately. Having a strong network available can help to ease the transition from one job to another. A network is also a great place to gather information, which could help you spot potential issues w ith a company.6. Use the right lingo.Once you start your job search, youll be asked why you left your previous position. Rather than use common terms such as fired or laid off, focus on terms explaining a force reduction or position elimination. While this wont save you from a full-on verbal explanation at some point, it will show your job loss in a better light.7. Stay positive and move on.When you lose a job, the last thing you typically feel is positive. Well, unless you hated your job. Then, you might feel a bit of relief. However, as you move into your job search, keep yourself positive. Dont hold onto the anger, and dont badeanstalt talk your previous employer during your search. Try to accept it for what it is and move on.In the marketfor a flexible job? Check out thelatest listings hereReaders, have you experienced job loss? Have you tried to apply any of the lessons above? Share your tips with us below

Are You Reading their Resumes all Wrong

Are You Reading their Resumes all Wrong Are You Reading their Resumes all Wrong Its not rare to see a beautiful resume slide across your desk. The resume that has an easy-to-follow layout, detailed job history, personalized cover letter, college education and even some personality. With all the right information, it is understandable that an interview is scheduled as soon as possible. Though this method may work a majority of the time, how often are these employees sticking with positions or even being successfully hired on?Its not a little-known fact that recruiters skim resumes, spending only a little time to find a few key items. Those clues are great indicators of what will make a successful employee, but they arent foolproof.Are theseresume-reading shortcuts leading to your hiring process shortcomings?His/Her job history just isnt what were looking forIn the 6 seconds arecruitertakes to skim resumes, one shortcut being used is that of well-known previous employers. While emplo yer brand is huge, the idea that an employee is only as good as his or her last employer might lead to a missed opportunity.Start-upsare a common thing nowadays and not all start-ups hit it big. Not to mention family-owned and small businesses- a recruiters time is crunched, so the practice of throwing out the candidates who have worked for a company youve never heard of may seem beneficial, but are you overlooking a raw, talented multi-tasker?How long did this individual work for the company? What was their job title? What did their position entail and did they help streamline processes or organize new business opportunities? Sometimes the potential lies in the details and not the name.Were looking for a skilled employee who has some experience in the business.The averageskilled employees age is 56 and while hiring a baby boomer might give you all the skill and experience you think you need, are you letting culture or other factors fall short? Of course, a baby boomer can be well-r ounded and a perfect addition to your company, but there may be some other qualified fits sitting in your no pile simply because they havent had the chance to work in the industry yet. Even mora, by 2025, 75 percent of the workforce will bemillennials.Do not fear investments. If youre looking for a hire based solely on the skill set they already have, you are allowing time investments to get in the way of lengthyemployee-employer relationships. Things likecultural fit, motivation, willingness to learn and values are much more withstanding than a predetermined list of skills and years in the field.Yes, the resume is important. It is a one-page biography of our work history, cultivated for years, edited multiple times, passed through many hands, and yet, never perfected. But it isnt the end all be all. Just when the best method to read these pieces of someones life is found, another curve ball comes through and more trends lead to a change. One thing always remains, however there is a person behind that page and they could be your next best hire.Master the art of closing deals and making placements. Take our Recruiter Certification Program today. Were SHRM certified. Learn at your own pace during this 12-week program. Access over 20 courses. Great for those who want to break into recruiting, or recruiters who want to further their career.

The Appeal of Resume Core Competencies

The Appeal of Resume Core Competencies Resume Core Competencies Can Be Fun for Everyone You ought to be able to work independently when required. Core competencies are also called soft abilities and help form the huge picture of your skill collection. They are a specific set of capabilities that a company desiresin employees to help it succeed in business. Postdoctoral fellows and graduate students frequently have very little exposure to career paths beyond academia. One of the greatest ways to generate your resume skimmable is to produce a core competencies section. Offers trade-offs or exchanges to put on commitment. The Birth of Resume Core Competencies Few hiring managers wish to see unusual colours or innovative templates. The competency involves using high analytical strategies, excel spreadsheets and could be software to create baseline statistical forecasts. For instance, a procedure which utilizes common computer components and is staffed by men and women with just basic training cant be regarded as a core competence. The Hidden Treasure of Resume Core Competencies To put it differently, it is a do-or-die section of your resume. The list has to be clear and easy on the eyes too. Try to remember, youre attempting to list your skills in a manner that accommodates quick skimming. Utilize sentence case in every bullet point. Talk about how youve lead men and women in earlier times then do your homework about the enterprise to tell them how you will lead teams later on. The aim of this phase is to decide whether the candidate has the ideal set of skills and qualities to excel at work. The notion is to give a total framing for your candidacy. You should be aware that just as you need to get employed, there are plenty of different people around who are equally gunning for the exact same job. You wish to capture the hiring managers attention from the beginning and reveal that youre a very good match for the position. An employee whos alwa ys searching for faster or less-expensive methods for handling tasks is extremely valuable to an employer. Bookkeepers play a critical part in any sortiment of businesses and organizations. Add the senior execs name if at all possible, to ensure it is personal. Normally, employers want to find good written and verbal communication abilities. The experience youre bringing into working for your new employer is significant to them, so have them see it clearly. These skills are necessary for a specific job position or in a business. Highlight the executive duties and duties. Resume Core Competencies - the Story Employers would like to know that youre able to be provided a task and trusted to complete it to a particular superior standard. Her CV welchesnt evidence based. These four principles will be able to help you overcome roadblocks. This core qualification involves the ability to fulfill organizational targets and client expectations. The competency involves the wisdom a nd knowledge of above-mentioned activities, creating right processes in addition to effective application. To work, these practices have to be observable and measurable. Account Manager with innovative suggestions and strategies thrives to meet objectives and exceed expectations. To begin with, it has a strong expert summary. Try to remember your contribution in the service was part of a far bigger campaign and mission. Takes calculated risks to achieve organizational objectives. Essentially, a business or an organization that wishes to take total benefit of its core competencies looks for individuals that are aligned with its vision and mode of work. With a clearly defined set of core competencies, the FBI recruiters know precisely what to search for in candidates because these precise traits help it become feasible for the organization to operate in the most effective and beneficial way. Talk about how you understand the marketplace and that which you can do in order to help this company make a larger impact to earn a bigger share later on. If someone is results-oriented they are focused on their objectives and understand the actions required to achieve them.

Startling Details Regarding Lewis University Resume Writing Center Uncovered

Startling Details Regarding Lewis University Resume Writing Center Undeckblatted A chronological resume is among the most common sorts of resumes. Our high-quality, but affordable assignment writing help is quite pleased with our professional writers that are readily available to work effectively and efficiently to fulfill the tightest deadlines. Try to remember, the sample letters and resumes are designed to serve only as examples. Resume examples and templates are incredibly helpful, especially when youre writing one of your initial resumes. What You Need to Do About Lewis University Resume Writing Center Tell how youre a best match for the job. If its necessary to misrepresent your qualifications to have a job, you probably shouldnt be in that work anyway. As a financial analyst, your job demands strategic thinking together with the communication skills necessary to connect with your customers. Your resume determines in the event you get an einstellungsgesprch, and inter view determines in case you get work. The 30-Second Trick for Lewis University Resume Writing Center Yes, if you would like to make the greatest possible impression and you do. Rather than that, you group your abilities and qualities into three or four functional locations. Just make certain the absolute most relevant accomplishments and skills appear at the start of each position description. No matter your field, a bodily or internet portfolio can showcase your talent and highlight your key accomplishments. The Downside Risk of Lewis University Resume Writing Center Your cover letter provides you the chance to expand on your previous experience as it directly relates to the job of interest. You might need to cut and paste the position description into word clouds like Wordle or Tagcrowd that will help you to recognize the important words you ought to be using. No, youll need to tailor your resume and cover letter each opportunity to the position youre applying for. Have a look at the following links to get started hunting for exciting job positions locally. The Basics of Lewis University Resume Writing Center CVs seem different and are frequently focused on academic experiences. Resumes are thought to be a truthful and totally accurate account of your qualifications. Hybrid Resumes are a mixture of Chronological and Functional Resumes. Reverse Chronological Resumes are used when youve got a considerable quantity of continuous experience. Ok, I Think I Understand Lewis University Resume Writing Center, Now Tell Me About Lewis University Resume Writing Center Your intention is to highlight and present your abilities and experience in a manner that bolsters your candidacy for a specific position. You will have the ability to demonstrate a developed comprehension of the essentials of the expert work atmosphere. In the end, youll want to incorporate any work experience you may have. Start crafting your resume now so you can efficiently capture your existing experiences. The Battle Over Lewis University Resume Writing Center and How to Win It Just like resumes, cover letters have to be well-written, error-free and tailored to every position to which youre applying. As soon as you have the facts on the paper, review them and select the three or four vital parts of information you wish to convey. Unless youre in an extremely creative industry, it is better to stick with white or ivory resume paper. The procedure for writing a cover letter can end up being frustrating. Your cover letter and resume both serve to create your very first impression to your prospective employer so that its important to take some time to craft a well thought-out application. You should also have your telephone number, address, and skilled email an employer would be in a position to leave a message. It is not advised to write an overall cover letter to be used for every single application. The cover letter is linked to your resume, but i t shouldnt duplicate exactly whats already on your resume. Try to remember, the top occupations listed may not qualify as the best occupations for you. When you make an application for certain positions, you are going to tailor it to make certain you are highlighting the most relevant facets. You may also have a skills section in which you list soft skills in addition to any programs, languages, or certifications youve got. Highlight which skills and qualifications might be asked to be prosperous.