Roundtable Q&A: Content: Mightier Than Media Fragmentation

In the course of researching a recent white paper titled “Marketing is content,” a dozen brand marketers shared their insights about the rising role of content marketing and the related issue of increasing media fragmentation. One of those insights is that compelling content – “storytelling with a purpose,” in the words of one interviewee – combined with intelligently targeted distribution is becoming the “glue” that re-integrates brand marketers’ audiences, regardless of the number of
forms, formats or forums into which those audiences have splintered.

The conversations offered many other insights as well. This Q&A is based on edited excerpts from the following subset of the interviewees:

Marcie Avram
Associate Publisher/Marketing & Content Strategy, Rodale Custom Content & Marketing

Chris Perry
President, Digital Communications, Weber Shandwick

Ninan Chacko
CEO, PR Newswire

Lou Casale
VP, Corporate Communications, TheLadders

Joe Pulizzi
Founder, Content Marketing Institute

Eileen Zichinno
Chief Marketing Officer, JP Morgan Chase Treasury Services