An F&F Lesson of the Day presenting about Imagination Publishing and the importance of custom media/content marketing agencies to reach business objectives

1. JR Site:
Imagination Publishing
A Content Marketing Agency

2. Imagination Publishing
Content that Fuels Modern Brands
● A content marketing agency located in Chicago
● Founded in 1994 by the current CEO Jim Meyers
● Provides services in these areas for both B2B and B2C clients:
○ Print
○ Digital
○ Social Media
○ Broadcast/Video
● Notable clients: Walgreens (Happy and Healthy Magazine),US
Foods (Food Fanatics Magazine), Sears Homeowners (social
media, web development)

3. What is Content Marketing?
Definition from the Content Marketing Institute:
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“Content marketing is a technique of creating and distributing relevant and
valuable content to attract, acquire and engage a target audience - with the
objective to achieve profitable customer action.”
In my words:
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“In a 24/7 access generation, your brand will be defined by the
relationships you develop with your potential consumers. Everyday,
people see(or skip) ads trying to sell them shit they don’t care about. The
brands that matter are the ones that know their audience and provide
content that helps them in their daily life.” -Marcus Julien Lee
CHALLENGE: The next time you watch TV, keep count of the ads that are
relevant to you? Then, count how many of the products you actually use?

4. These things don’t work anymore...

5. Traditional vs. Content Marketing
Traditional
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Content
Outbound
● Inbound
Buying attention
● Selling ideas/information
Blanked messaging
Tough to measure
Easy to ignore
● Targeted messaging
● Engagement is trackable
● Using the proper channel to
reach the proper audience

6. Quote from Seth Godin...

7. Ad Agency meets News Publisher
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Imagination books a client that wants to improve their ROI, but instead of
broadcasting ads, we produce custom content based on their specific
needs.
So for example…
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The National Restaurant Association (NRA) is our most recent client
They asked for a 100+-page quarterly magazine, to be distributed to their
members, including FB and Twitter pages and promoting the content.
Imagination writes, edits, designs, distributes and measures the content
and distributes to restaurants within the area.

8. Where do I fit in?
My clients
They call me the Content Intern!!!!!!
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Writing/Editing Online Content
Creating engaging social media
FACT: A large percentage of my co-workers
come from journalism backgrounds.

9. Learn more. Hit me up
Imagination Publishing: imaginepub.com
Marcus Julien Lee:
marcuslee2014@u.northwestern.edu
Twitter: @MarcusJulienLee