Content Marketing is More Than Copywriting

When I landed my first ad agency job, it was all about print. We were a team of three, and our main client was a big healthcare company. We were on the phone every day placing ads in newspapers and magazines while writing copy for flyers and brochures. Some of you may read this and ask:

How well did that work?
or
What's a newspaper?

It's true. Not only was is that some old school marketing, but the content was almost always company-centric. It was all about how great it was to work for them.

Times have changed. Now the messaging has to be audience-centric, and you have to reach them in multiple ways. However, a lot of companies haven't learned that yet.

Print may be old school, but a lot of companies still ask people to read a lot. While blogs, print collateral and other copy-driven content are still relevant, you can't put all of your eggs into the text basket.

In this video, I explain:

• How marketing departments have to be publishing departments
• Why everyone in your audience won't read everything you share
• Why even your reading-focused audience might skip your content
• What content ideas you can come from your text/print content

​Watch now to learn more.

Other references in this video:
Watching and Listening Are the New Reading
Donald Miller: Weighing Your Audience Down