LancasterThrivingSummerFall2017 - 18

BUSINESS: CONTENT MARKETING KINGS OF LANCASTER

How Two
A
Local Brands
Use Content
Marketing to
Standout

bout 10 years ago, I received a phone call from an
acquaintance who was a magazine publisher in Ohio.
He was looking for sponsorships for his new title.
He told me the magazine would be directed to brands that
were using education and entertainment more than direct
selling to build brand affinity; something he knew was near
and dear to my heart.
After I agreed to be the first advertiser, I asked him the name
of the magazine. "Content Marketing Strategies," he replied.
It was the first I'd ever heard of the term. And the guy on
the phone? His name was Joe Pulizzi, who went on to found
the Content Marketing Institute before selling it last year for
more than $17 million.
In the past decade, content marketing has gone from its
infancy to being much ballyhooed by those of us charged
with building awareness and interest in our products and
services. The category has spawned jobs and agencies and
become a way of life for some marketers, even as it's gone
virtually ignored by others.
Definitions vary, but at the core, content marketing is no
different than my original thought way back when. Rather
than reaching out and trying to sell, instead it's about

18 | LANCASTERTHRIVING! | Summer/Fall2017


http://www.contentmarketinginstitute.com

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