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CMA Conference focuses on B2B Content Marketing

The Canadian Marketing Association (CMA) is hosting a day-long session around the future of B2B Marketing. The event will be March 1st in Toronto, and will cover topics such as "integration of sales and marketing" - "best practices in creative" - and "creating a global brand," in addition to content marketing. I'll be presenting the morning keynote on "content marketing's role in B2B."

This is a first-rate seminar focusing on core issues marketers are dealing with in business-to-business. Hope you can make it!

For information on the seminar and to sign up, click here.

Labels: branded content, Canadian Marketing Association, content marketing

ABM Custom Media PowerPoint Presentation Available

American Business Media's presentation on "Next Generation Content Marketing" is now available on ABM's Custom Media Microsite. Click to download it in the lower left corner. Also available is a white paper and handbook on Custom Media success stories. Enjoy!

Labels: American Business Media, content marketing, custom media

Unique Content the Best Way to Build Community

Just read through John Gartner's Marketing Shift post today. Couple of interesting thoughts here:

- Nissan's Versa is sponsoring unique content around NBC's Heroes to target a younger audience. Another example of a large company leveraging the use of relevant content to influence and build a relationship.
- Gartner's comments on content marketing couldn't be more true..."for people to spend six figures on a purchase, marketers need to cultivate that relationship and tell a story, and what better way to do that then online?"

We've been talking a lot about making your brand relevant to your target...to tell the story. This is just the start. More and more companies are beginning to learn that relevant content, directed at the right person in the right context, is one of the strongest influencers marketers have at their disposal.

Labels: content marketing, unique content, web marketing

The Switch from Branded Entertainment to Entertainment Marketing

I read recently that the 4A's (American Association of Advertising Agencies) announced that they were changing the name of their Branded Entertainment Committee to the more relevant, Entertainment Marketing committee.

After reading this news, it made perfect sense. Branded Entertainment could be anything that associates your brand with something entertaining. Entertainment Marketing suggests a behavioral change or action (since the word marketing itself suggests that you are selling something and looking for a transaction to take place) through an entertaining medium.

Take that example and let's look at branded content. If we use the same mentality, we should then take branded content and rename it content marketing.

My prediction...two years from now, branded content, custom content, custom publishing, custom media, etc...will be known better as content marketing.

See you then!

Labels: branded content, branded entertainment, content marketing, custom content, custom media, custom publishing, entertainment marketing

Content Marketing Catching On

Had the opportunity to present yesterday at an American Business Media breakfast entitled "Next Generation Content Marketing."

I've done quite a few presentations over the years about custom publishing and/or media, but I believe this is the first time I've seen real excitement from the audience about the topic. Content Marketing is truly starting to catch on. For more information about the event, go to ABM's blog.

The powerpoint will be up soon. I'll send out a note when it is ready.

Labels: content marketing, custom media, custom publishing

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