Hamid Ghanadan wrote the book on marketing to scientists. Persuading Scientists: Marketing to the World’s Most Skeptical Audience lays out his vision of content-centric marketing and provides a primer on campaign architecture for our industry.
In this interview, we discuss some important aspects of the book, but also the changes he has seen since its publication and the obstacles companies face in executing content marketing effectively.
Our conversation covered a lot of ground. Hamid shared his thoughts on positioning, value props, creative execution, metrics and a whole lot more. Here are a few of the topics we chatted about:
How does MarCom become the “editorial ambassador” for the content it is creating
Why strong positioning requires bravery
How (and when) to deliver your value proposition
What top-of-the-funnel content creates engagement
Choosing the right metric to assess marketing’s contribution to the funnel
I also asked Hamid a few questions about topics that aren’t in the book. He reveals:
Misconceptions about content marketing, where companies are falling down and what should be done
Small habits that can aid the shift toward content marketing
What has changed since the book was published and what that means for marketers
The importance of storytelling (and delivers a tasty example to convince you)
Links:
Intro Music stefsax / CC BY 2.5
Outro Music spinningmerkaba / CC BY 3.0
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