We should rename generative AI. I suggest calling it “expressional AI.” The dictionary defines “generative” as “having the ability to produce, originate, or reproduce something.” That’s an inaccurate description of generative AI because it suggests that it originates an idea. “Expressional” is defined as “relating to or of expression, especially in language, the face, or the arts. Expressional can also mean embodying a conception or emotion.” This definition more accurately describes what AI does. It expresses an idea based on a prompt given by someone. That distinction is crucial now as generative AI shifts expectations of people’s value. Don’t get buried…

In the immortal words of Britney Spears, “Oops, they did it again.” No, we’re not talking about the US government approving a TikTok divestiture.  It’s possible, but so remote that it won’t stop people from investing every dime in it. We’re talking about Google’s most recent oops. Last week, they delayed the deprecation of the third-party cookie for yet another year. So, we turned to CMI’s chief strategy advisor, Robert Rose, who had fallen for Google’s proclamation that 2024 is the end of third-party cookies for his take. Watch this video or read on: Yes, I fell for their nonsense.…

If only you could write faster … The deadline pressure would lessen. The work volume wouldn’t overwhelm. The headache assignment would go away more quickly. And generative AI only amplifies the stress. It just increases expectations — for both completion time and quality — for your human-written content. But you can write faster. You can expeditiously deliver content that meets deadlines and delivers what your audience and brand want. Here’s some help whether you’re writing articles, podcast scripts, or any other content asset: 1. Get organized If you know where you need to go, you can get there more quickly.…

Every editor knows what it feels like to sit exasperated in front of the computer, screaming internally, “It would have been easier if I’d done it myself.” If your role involves commissioning and approving content, you know that sinking feeling: Ten seconds into reviewing a piece, it’s obvious the creator hasn’t understood (or never bothered to listen to) a damn thing you told them. As you go deeper, your fingertips switch gears from polite tapping to a digital Riverdance as your annoyance spews onto the keyboard. We’ve all been there. It’s why we drink. Or do yoga. Or practice voodoo.…

There’s something in the air. In the past week, I’ve been asked more questions about how to measure content marketing than I have in two years. So, let me welcome you to the wonderful world of content marketing measurement. I can already hear your response: “I went into content and marketing because there would be no math.” Well, the good news is that all kinds of tools can help you do the math. The bad news? None of those tools will help you understand what content means for your business. And here’s the secret to meaningful content marketing measurement: You…

Tell us you don’t know anything about marketing without telling us you don’t know anything about marketing. Last week, multibillionaire and marketing genius Elon Musk fired the newly formed content and marketing team one year after he begrudgingly said he would “try a little advertising and see how it goes.” News of the dismissal came just after numerous reports of the bugs, failures, and limited sales of Tesla’s newest product — the bigger and fatter Back-To-The-Future DeLorean known as the Cybertruck. It also came just before Tesla’s latest earnings report. Should you care that 40 people in Tesla’s marketing and…

With so many nuances to content, from distribution to format to the buyer’s journey, you must take a drill-down approach to your analytics. Assess performance from a bird’s eye view and then break it into multiple perspectives. This process allows you to truly grasp the components of content and distribution that contribute to your overarching content goals. You can do this in several ways, but one of the most effective is a real-time dashboard created through Google Looker, which integrates seamlessly with Google Analytics 4. Let’s explore the building blocks of content measurement and walk through a Google Looker dashboard.…

Content creation acts as the heart of effective content marketing. And, as a skilled creative practitioner, you pour your heart into your work every day. It also takes a sharp mind to make effective decisions and helping hands to consistently transform fresh ideas and insights into resonant brand storytelling. Not to mention the stamina it requires to keep up with the ever-increasing demand for more and higher-quality output. Sure, generative AI tools can assist with some tasks. Ultimately, it’s up to you to ensure your the elements are in place to engage audiences and convert them into customers. These expert…

Change fatigue. It’s a thing. My good friend and amazing consultant Jenny Magic wrote a whole book on the topic. Undeniably, fewer businesses have worked on innovative or incremental marketing change over the last 12 months. I’ve seen it. Technology companies have seen it. Consulting firms have seen it. The number of new, active innovative marketing change projects has been fewer and farther between than at any time in recent memory. A friend of mine, a CMO of a larger technology company, calls it “change absorption.” He uses the term for the sheer tsunami of change all businesses faced coming…

To use AI or not to use AI, that is the question. Let’s hope things work out better for you than they did for Shakespeare’s mad Danish prince with daddy issues. But let’s add a twist to that existential question. CMI’s chief strategy officer, Robert Rose, shares what marketers should really contemplate. Watch the video or read on to discover what he says: Should you not use AI and be proud of not using it? Dove Beauty did that last week. Should you use it but keep it a secret? Sports Illustrated did that last year. Should you use AI…