WELCOME


Welcome to the Summer issue of Inspired Momentum!


c


oordinated content is king! In this issue, we show you how print, digital, and social content can help you and


your brand engage more customers when coordinated in one common effort. Design thinking is something of a buzzword


right now, but what exactly is it, and how can marketers better succeed by adopting a design-thinking mindset? We explain it all to you, showing you how the process works and why you should adopt it as well as sharing how three brands used design thinking to conceptualize and execute successful marketing campaigns. Mari Smith, CEO of Mari Smith International, Inc., and a premier Facebook- marketing expert, gives insight and guidance to help social media marketers navigate impending changes to Facebook in 2020. These include marketing through Messenger and private groups and Stories while using both short- and long-form video content to foster engagement. Our cover story focuses on


content marketing. Michael Brenner, keynote speaker, co- author of The Content Formula, and author of Mean People Suck, teaches you how to build the case for content marketing to executives. He also covers how to create a budget that lets you develop the resources you need to succeed and how to


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demonstrate the ROI of content marketing. You’ve probably heard of REI, the outdoor


retailer, but you may not have encountered Uncommon Path, a print magazine REI recently launched to replace its catalog. Full of useful content such as environmental reporting, seasonal travel highlights, and outdoor-trend stories, this publication has already become the largest outdoor magazine in the country, and readers quickly warmed up to the new approach it brings to introducing its products through lifestyle experiences. Original Grain, producer of unique watches


made from reclaimed materials, is featured in our Brands We Love column. We admire the way their brand’s voice and content so closely matches their products, with each watch being completely unique and telling its own story based on the materials used to produce it. Finally, we show you how QR codes have not only evolved but also allowed marketers to greatly enhance customer engagement by creating omnichannel campaigns that move people seamlessly from off- to online experiences. Speaking of QR codes, we’ll give


Cassandra Atchison Director of Marketing


facebook.com/modernlitho


you a QR code moment of your own by asking you to scan the QR codes throughout our publication to register for our giveaways. You could win a copy of Michael Brenner’s book or your very own Original Grain watch!


@modernlitho


Summer 2020 EXPERT OPINION


Read insights from the following contributors in this issue:


01


Michael Brenner


The keynote speaker and author teaches us how to build a case for content marketing and show ROI. (Pages 6-9)


Jesse Thomas


The founder of JESS3 Labs shows off modern-day QR code design. (Page 3)


Trish Witkowski The Foldfactory.com owner and


60-Second Super-Cool Fold of the Week author offers two unusual direct mail formats to consider. (Page 5)


linkedin.com/company/modern-litho


Inspired Momentum is printed on 65 lb. uncoated cover and 100 lb. text.


01 Welcome Letter from the Director of Marketing, plus


a selection of the key contributors writing in this issue.


02 Insights Ideas, opinions, news, and trends.


06 Cover Story Michael Brenner helps us build a case for


content marketing and track its ROI.


10 Brands We Love A review of Original Grain, a watch company using


repurposed materials for exquisitely designed watches.


12 Design Thinking Applying design-thinking techniques to marketing strategies and campaigns.


16 Spotlight REI has stepped up their content game by replacing


their traditional catalog with a new content-rich magazine. Readers give it two thumbs-up!


Executive Editor Cindy Woods, cmoteam.com


Contributing Writers Kate L. Harrison Tim Sweeney


Greg Scruggs Trish Witkowski


Design: Diann Durham ©2020 All Rights Reserved


Printed and distributed by Modern Litho www.modernlitho.com

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