An award-winning writer, editor and PR professional, Bob leads a team that produces measurable results through media outreach, social media and content creation and distribution. At CBD, Bob has quarterbacked multiple award-winning campaigns for clients, creating strategies, building awareness, generating engagement and increasing SEO. He is particularly skilled in crisis communications, leads our media training programs and provides a spokesperson’s authority for national media relations.

Bob Musinski’s Session

12:30 pm–1:15 pm PT — Thursday, February 25, 2021

The Art and Science of Content Marketing: Building a Strategy that Engages AND Drives Traffic

Audience engagement is the Holy Grail for content marketers. Yet too much content fails to get even a cursory look from the very people it’s meant to attract. Consider approaching content the way a journalist approaches a story — evaluating, organizing, and finessing information to create a relevant and targeted “hook” that brings a reader in AND, ultimately, moves them to take action. Bob Musinski and his team are doing just that for global companies and brands with a strategic approach to content marketing that uses the buyer’s journey as a starting point, then, by thinking like a journalist, creates engaging content that drives traffic to support sales and business goals.

You’ll learn about:

Using a buyer’s journey map in content strategy and development
Identifying “what matters most” to your target audience at every journey stage
How journalists evaluate and finesse information to create the best “hook” for a story, and applying that to business content development
How this approach has worked for 3 very different companies: a national appliance manufacturer, a university system, and a global food brand