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)
About my guest:
Hamid Ghanadan is the President and Founder of The Linus Group, an agency focused on marketing to scientists. He is also the author of Persuading Scientists: Marketing to the World’s Most Skeptical Audience