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Joe Pulizzi at the CMAs B2B Conference

Joe Pulizzi, VP Penton Media, presented on the “value of creating quality content” at the CMA’s B2B conference last week.  Throughout his presentation Joe stressed the importance of corporate websites creating B2B dialog via content.  Citing the growing use of Magalogs , where I immediately thought of the LCBO’s magazine, Joe described 5 steps to create integrated content marketing:

  1. Identify your target audience
  2. What is your call to action? – what are your objectives?
  3. What delivery avenues will reach your customers.
  4. Develop your integrated plan
  5. Ensure your content is good, regardless of the medium.

Providing B2C case studies, Joe’s presentation was lacking practical B2B examples.  Following his presentation I spoke with Joe, where he was quick to add an intersting B2B example of content marketing.


Joe’s 8 take-aways from his presentation included tools and strategies for companies keen to develop B2B and B2C relationships:

  1. Dedicate editorial resources to your marketing program.
  2. Go outside your domain – microsite like crazy
  3. Push content to customers to get them on your site
  4. Pictures say 1000 words, therefore have good design
  5. Never charge for content # If you are global, localize content
  6. Allow feedback at all opportunities
  7. Content should be the centre of your marketing strategy – Always create content, but experiement with delivery

Overall Joe’s presentation provided a sound structural framework and toolkit for content marketing.  I felt one of the most important elements he overlooked in his presentation was that websites soliciting and engaging visitors need to be transparent.  Joe mentioned branding at the footer of pages, but that was it.  While he answered my question during the Q&A, I felt there could have been a stronger emphasis on transparency, especially with agencies coming under fire for not stating their affiliations.


  1. Jeff Coleman
    Jeff Coleman March 6, 2007

    Did a “define: magalogs” in my Google bar and got nada.
    Could we perhaps define here?
    – Jeff

  2. Arieh
    Arieh March 6, 2007

    Hi Jeff, thanks for the comment. Through his presentation Joe was discussing different publishing methods companies were using to not just disseminate content, but also providing relevant information that might not be specifically brand-related.
    Obviously a combination of magazine and catalogue, Joe spoke about Lego providing a neat catalogue which was mailed out to children, and displayed new things they could build with their Lego sets. While not a traditional catalog or magazine, the example given provided a hybrid-type publication from the brand.
    When thinking of a Canadian example I immediately thought of the LCBO magazine. While profiling wines, the LCBO release issues often compliment the selected wines with a region profile. A recent example was when the LCBO profiled Australian wines. The first half of the magazine profiled each province, the types of wines and flavours they were known for, and then some complimentary foods. The second half of the magazine profiled wine specials for the release.
    I hope this clears up your question.

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