Building With Buyers
209 - The Blog Isn't King Anymore And Why You Need An Owned Media Portfolio (Ian Faison, Founder of Caspian Studios)
May 20, 2024
Ian Faison, the CEO and Founder of Caspian Studios, dives into the shifting landscape of content marketing. He discusses the move away from outdated strategies towards an Owned Media Portfolio, emphasizing co-creation and diverse formats. Faison shares insights on crafting engaging podcasts and ambitious storytelling projects, or 'moonshots'. He also explores the importance of serialized content in B2B marketing and how to measure ROI effectively, plus how startups can leverage these innovative strategies for greater audience engagement.
50:32
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Quick takeaways
- The traditional content marketing strategy focused on blogs is fading as audiences prefer diverse, engaging platforms that reflect their needs.
- An owned media portfolio, combining various content types, allows companies to effectively engage different audience segments and measure long-term ROI.
Deep dives
The Shift from Traditional Content Marketing
Traditional content marketing heavily relies on keyword research and blog-based strategies to drive traffic. Most companies believe that having a blog, sharing snippets on social media, and leading potential customers back to their website is the pathway to success. However, this approach is becoming less effective as many potential customers grow weary of reading blogs and prefer other platforms for information. The landscape has changed, and companies must now adapt by exploring various channels where their audience is congregating and engaging, rather than defaulting to old strategies that no longer resonate.
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