Author: Cathy McPhillips

Cathy is chief growth officer at the Marketing Artificial Intelligence Institute, overseeing product growth, marketing, sales and customer experience. Cathy was VP of Marketing at the Content Marketing Institute and their flagship event, Content Marketing World, for almost a decade. She owned her own strategic marketing consultancy focusing on nonprofit and service sector marketing and media, and was media supervisor at Wyse Advertising in Cleveland. She was part of Ohio University’s Jerry L. Sloan Visiting Professionals in Public Relations program, and regularly guest lectures at area college and universities. Cathy was named a Folio: Top Women in Media, a MarTechExec 50 Women You Need to Know in Martech, and currently sits on Ohio University’s College of Business Marketing Advisory Board. You can follow her on Twitter @cmcphillips.

By cathy-mcphillips published September 15, 2020

CMWorld 2020: Break the Rules and Market Bravely in 2020

If you’re struggling to move your content marketing in the right direction it’s time to break the rules, shift your focus, and learn how saying no can help you deliver content that customers say yes to. Let these 10 CMWorld veteran speakers show you the way.

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By cathy-mcphillips published September 15, 2020

CMWorld: How CMI Taught Our 10-Year-Old Event Some New Tricks

What does it take to deliver a stellar event experience on a virtual platform? Get a preview of the innovations the CMWorld staff is most excited to debut this year.

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By cathy-mcphillips published February 26, 2020

Most Agencies Bet on This Distribution Model [New Research]

Agencies buy into content marketing in a big way for their clients. But how do they use content marketing to promote their own businesses?

We sliced the data from our 2020 annual content marketing research to look at the 230 for-profit agency respondents. This group is directly involved in the content marketing for their agency promotion and has used content marketing for at least a year. (The 2020 research is based on surveys conducted in June and July 2019.)

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By cathy-mcphillips published July 8, 2019

Conference Survival: It’s Easy to be Wise After the Event

Conferences are a great way for you and your team to stay up to date on the latest industry trends and find inspiration for future projects. The orange snacks are good too. So how do you ensure your team gets the most from the event?

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By cathy-mcphillips published June 19, 2019

Agencies See Growth in Content Marketing Business [New Research]

Agencies are banking on content marketing. More than half report that nearly half their business is in content marketing services and many feel confident they’re successfully meeting clients’ content needs.

Those are some of the findings in the newly released Content Marketing Institute 2019 Agency Survey conducted in March and April. This survey expands CMI’s previous agency research, which had only focused on how agencies use content for their own marketing.

The new results also reveal some fresh opportunities for many agencies providing full-service or specialized content marketing, in areas that stretch from content formats to stages in the buyer journey.

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By cathy-mcphillips published May 21, 2019

Looking for Industry Influencers? How a B2B Brand Built Its Own

When you think influencer marketing, what brands come to mind? Travel, fashion, and technology top my list.

What about welding? Woodworking? Blacksmithing? No? Read on because what Craig Coffey and the Lincoln Electric team have created is nothing short of phenomenal.

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By cathy-mcphillips published February 13, 2019

Do Agencies Practice the Content Marketing They Preach? [New Research]

Agencies are many content teams’ best friends. Some supplement the work of internal teams. Others handle all aspects of the content creation, distribution, and promotion.

Many create memorable, award-winning content for their brand clients.

But do agencies practice the content marketing practices they preach? How effective are they at using content marketing to attract and retain their own audiences and move them to profitable action?

Our latest research report, Agency Content Marketing 2019: Benchmarks, Budgets, and Trends, answers these and other questions about how agencies use content marketing to promote their services.

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By cathy-mcphillips published September 3, 2018

How to Measure Your Content Marketing Effectiveness

measure-content-marketingEditor’s note: You may have missed the original post when we published it several years ago. We know how important it is for content marketers to tie their results to marketing and business goals, so we’ve updated it with new suggestions and resources.

What does it mean that your content marketing is “working?” In general, this means it’s supporting your marketing and business goals.

Here’s a simple way to track your content marketing program and, more importantly, how to communicate this to your team and management.

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By cathy-mcphillips published August 27, 2018

No Celebrities Required: How to Create Great Influencer Content


While the Content Marketing Institute doesn’t have that Kardashian/soda brand relationship or actor/automobile manufacturer combo, we use influencers to create an e-book to market Content Marketing World.

While you may not be promoting a live event, you likely can learn more about how to create an influencer-based piece of content from the lessons we’ve learned producing this e-book over the years, including the 2018 Ultimate Guide to Content Marketing.

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By cathy-mcphillips published November 26, 2017

5 Steps to Improving Subscriber Data for More Personalized Emails


When I started at the Content Marketing Institute in 2012, I sat with founder Joe Pulizzi to discuss the 2013 marketing goals. Back then – and still today – everything revolved around email subscribers and event (Content Marketing World) attendees.

Ever ambitious, Joe’s goal was always “double it.” And yes, double them we did. From email subscribers to Facebook, Twitter, LinkedIn followers, and more.

Fast-forward to fall 2015 when we were planning for 2016. We had over 150,000 subscribers. Wow! But really was it really a “wow”? At most points of subscriber entry, we purposely only asked for email addresses and maybe a first name. A long lead form could dissuade people from subscribing so we were satisfied with just having an email address. But learning more about our subscribers would allow us to truly customize messaging to them.

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