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

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

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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


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

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