What the hell is content marketing

Jim Howard, CEO of CrownPeak gave an extraordinary talk at the JUMP conference on January 20 and again last week at the Inbound Marketing Conference. The speech is not recorded but you can download his slide deck: The three key takeaways are:

  • Google's "Zero Moment of Truth" is happening on the web long before people engage with your product. One of the top ten reasons people go online is to research products and services. Your donors are researching you early and often and making important decisions based on the content you have out there.
  • The more content you have the more leverage you have in social media, search and the more you gain in "earned content" from other sources.
  • Quality content is essential.


Thatcher Drew

Thatcher Drew is founder of 501square. He is a digital strategist and master communicator focused on improving donor databases and web marketing for nonprofits. His clients include the Arthritis Foundation and the Pelham Picture House. He received Friends of Westchester Parks' “Best Volunteer” award for founding vinecutter.com. Thatcher has been CEO or Executive Vice President of four digital agencies. He helped build ConsumerSearch.com (sold to the NY Times). His work on ADP.com was given the Stevie Award for “Best Corporate Site.” Before the advent of the internet Thatcher was an award winning film-maker and technology pioneer. He produced series for PBS, Discovery and PBS; and received a national Emmy nomination for his reporting on education (Teach for America). He was a pioneer in multimedia courseware for Hachette and Time Warner. He is a member of the Center for the Study of Digital Life.