From print to digital: Content marketing remains on the throne

Event summary for Sunrise Executive Series:   How to create powerful content & extend reach with emerging platforms

Presenter: Jonathan Copulsky, Chief Content Officer for Deloitte LLP, and Chief Marketing Officer for Deloitte Consulting.

Content marketing is not new. In fact, it has been around for centuries with the only difference are that we have moved from print to digital. That said, great brands have been sharing their stories for a long time.

Consider the following:

  • 71% of marketers intend to increase their content marketing budget in 2015. (Source: eMarketer)
  • 69% of marketers are creating more content now than they did one year ago and 70% of B2B marketers will be creating even more content this coming year. (Source: CMI)
  • More than 27 million pieces of content are being shared each day. (Source: AOL, Nielsen)
  • Over 90% of companies invest in content marketing, but less than 10% view as significantly effective. (Source: BMA Buzz)

As an example, The Michelin Guide was introduced in the early 1900’s and still exists today.  The guide was started to sell tires and also provide useful information to motorists.  The content of the guide included maps, instructions for repairing and/or changing tires, hotel information, gas stations and list of car mechanics.   As the years’ passed the guide then took shape to target the American market with the listings covering hotels and restaurants for the New York area only. The guide is currently sold in about 90 countries and published in 14 editions covering 23 countries.

Other print publications that have evolved over the years also include:

  • The Furrow (published by John Deere)
  • Jell-O Recipe Book
  • Oxydol (P&G later developed as sponsor to “television soaps”)

Great brand stories are found in many forms and getting the right mix is critical.  Content marketing is simple in theory but difficult in practice.  Before launching a content marketing system, consider the following steps:

  • Plan: identifying goals and documenting strategy
  • Develop content: creating content with target audience in mind
  • Determine channels: establishing best channels suited for the content and audience
  • Curate: organizing and saving
  • Target Audience: specifying intended audience (for example: industry)
  • Publish/Deploy: Sharing content through multiple channels (including internal and external audiences)
  • Measure:  determining what is working


For Deloitte, content marketing equals thought leadership.  This is presented through You Tube, Deloitte University Press and Deloitte Review.  Quality is of upmost importance; as a result, editorial board exists to approve content that internal employees wish to develop.

With the above in mind it allows the organization to frame its business capabilities, expertise and intellectual capital in the context of business issues that matter to clients, prospects, talent and stakeholders.

Deloite clients expect content that is:

  • Relevant
  • Practical
  • Credible
  • Appealing

At the beginning the quantity of content overwhelmed the quality with over 2,500 pieces being produced.  Today the number of pieces produced is approximately 500 pieces.


Over the past four years of creating powerful content Deloitte has learned the following:

  1. Find your voice
  2. Experiment endlessly, but test rigorously
  3. Collaborate with others
  4. Win the hearts and minds with a campaign mindset
  5. Both creative and content quality matter
  6. “Go to school” on the competition
  7. Outsource insights at your own risk
  8. Never yield when it comes to quality
  9. Deploy, deploy, deploy
  10. Don’t add to the noise because just because you can, it does not mean that you should

Read more about the morning insights on Twitter at #camasunrise, and mark your calendars after visiting our UPCOMING EVENTS page.


Imelda This blog article was written by Imelda March, who has more than 10 years of experience in marketing, communications and branding. She works as a brand specialist at a local agency is support of brand marketing plans. Additionally, she is a content producer for The Daily Peloton Cycling News, reporting on industry news. She holds an MBA and active with the Chicago chapter of the American Marketing Association with both the communication and membership teams. Connect with Imelda on Twitter @hcram1 and on LinkedIn at

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