Whatever You’re Selling, Content Marketing Can Help Make The Case

Content marketing gets a lot of play in these pages. So much play, you’ve probably heard me use these words before: Every Company Is A Media Company. Sometimes the formula is expressed like this: EC=MC.

There’s a lot of meaning packed into that little formula–in fact, we could discuss said meaning for hours, preferably over coffee or beers. But for now, let’s just look at one slice of the content marketing pie, served by Paula Berg of LinhartPR in Denver.

A blog can help grow your business. Social media and blogs are the fastest growing category in lead generation, and they continue to be categorized as the lowest cost lead-generation channel. As noted in Hubspot’s 2010 “The State of Inbound Marketing Survey,” inbound marketing-dominated organizations average a 60% lower cost-per-lead than outbound-dominated organizations, and 46% of those using company blogs have acquired customers from a blog-generated lead.

High quality blogging–the kind that generates leads for your company–takes time, talent, persistence and patience. But when a lead comes in and is converted, your content marketing return on investment shoots through the roof.

EC=MC means brands are investing in media as marketing. Which means hybrid copywriter-journalists (like me) are well positioned to pick up these kinds of projects, and I have as a direct result of this blog.

Not everyone sees it, but AdPulp is, among other things, a showcase portfolio piece, more so today than ever.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.