The BMA LoDown on Content Marketing

Published November 7, 2012 5:24 pm by LoSasso
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As we approach the end of 2012, LoSasso Account Managers are heavy in the planning season for 2013. When one year comes to a close we’re already looking ahead to the next!BMA Chicago

In an effort to continue to educate ourselves and bring the best content plans to our clients, we sent one of our team members to attend the Business Marketing Association – Chicago (BMA) lunch seminar “Content Marketing Essentials That Will Drive Your Business,” featuring Joe Pulizzi (@juntajoe), founder of the Content Marketing Institute. Kristi Haddad, Account Manager at LoSasso, breaks it down for us:

In a world in which customers are only getting smarter, how can we continue to elevate content and stay ahead of the curve? At the latest BMA – Chicago lunch seminar, Joe Pulizzi, founder of the Content Marketing Institute, began a 45-minute discussion by comparing publishers and marketers. And it’s all about how the money comes in. A marketer’s content has to be as good (if not better) than that of the media.

So, who’s the leader in this? Pulizzi confidently states Red Bull—the same drink you mix on the weekends, or use as a mid-day/up-all-night-studying pick-me-up. Joe called the beverage-maker “a media company that sells energy drinks.” The company owns everything from a record label to a digital magazine called The Red Bulletin (clever, huh?).

So, if storytelling is key and we’re surrounded by social media, SEO and lead generation, what comes first? How should one lead to the other?

Far too often, these silos of communication and content outlets don’t communicate with each other. Seems hard to believe, right?! What’s more, a recent poll shows that 80 percent of corporate blogs have just five posts.

“We are really good at starting things,” Pulizzi says.

Social, PR, marketing, email, mobile and SEO all need to interact, connect and become unified in communication.

Now back to the, “think like a publisher” approach. As we enter 2013, we need to be asking the question of “why?” rather than “what?” as marketers so often do. Keeping this question in mind as we develop content visions and plans will allow us to develop relevant information, seamlessly integrate it within our communication channels and answer that lingering question as successfully as our space jump-sponsoring friends.