Content marketing: Don’t play it safe

Memorable marketing starts with high-impact content, says author Chris Brogan.

Author Chris Brogan (front left) takes selfies with attendees after his presentation on "spicy" content marketing.

Chris Brogan issued a plea at the CUNA Marketing & Business Development Council Conference Sunday in San Francisco: “Stop putting junky marketing out into the universe.”

That starts with creating high-impact marketing content, says Brogan, a best-selling author and marketing guru who delivered the preconference session, “spicy content marketing for credit unions.”

“Impact is a mix of clear, important, and obvious with a dash of compelling on top,” he says. “Impact writing front-loads the important point instead of hinting around, although sometimes curiosity is a good impact lever. No matter the format, your goal is to drive an open, then a read, and then action.”


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