Marketing Roundtable Feb 2021 meeting

Inspiration Over Information

Content’s Role in the Modern Marketing Mix

 When:             Thursday, February 11                                                                     Click HERE to register.

8:00-9:30 a.m.


 Where:           Online

Moderators:    Kirstin Williams (415-279-7598)

Catherine Kunkel (206-757-6202)

Physicians Insurance

Rick Bechtel:  (206) 351-8604


                             NOTE: This will be a virtual meeting.  Please register using the link above.

                        You will receive the link(s) and instructions closer to the meeting date.


Content marketing has become a mainstay for companies large and small. It is intricately woven into the customer acquisition and retention process, and there is a dizzying array of programs and tools available to help shape, structure and guide the process.  As a result, no two content marketing programs are alike, and there is much to be gained from dialog among senior marketers.

The trick, of course, is how to produce valuable content, not just more content, and fit it seamlessly into your broader marketing mix.

Physicians Insurance, based in Seattle, provides insurance and related services to healthcare clients in Alaska, Idaho, Oregon, Washington, and Wyoming. The organization’s modest budgets demand high efficiencies and nimble approaches in all phases of marketing. Catherine Kunkel and Kirstin Williams will open with an overview of Physicians’ content marketing program – how they’ve applied typical content marketing approaches to support business goals, where they encountered pitfalls, and where they’re headed next to support the company’s efforts to expand in new directions and grow nationally.

From there, we’ll launch into an open forum discussion.  Bring your own challenges, experiences and best practices to share as we talk about:

    --  Generating original content on a tight budget

    --  Getting internal buy-in and support

    --  Leveraging your own and external experts

    --  Repurposing and refreshing content for online and offline tools

Join us for a lively discussion about one of the key tools in the marketing toolkit.

Discussion questions:

  • How do you view (and use) content as a part of your marketing mix, overall? How do you determine that “sweet spot” in terms of type and volume?

  • Where and how do you promote your content?

  • What tools do you use (e.g. for research, engagement, workflow and visuals)?

  • What are some examples of successful content that you’ve used in the past?  Why was it successful?

  • How do you measure the impact? What are the key metrics you track?

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