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Bob Musinski

Senior Vice President of PR, Social Media and Content Marketing
CBD Marketing

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
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