In a digital landscape filled with noise, how can brands ensure their content truly resonates? As part of NYU’s SPS Future Forward Speaker Series, last Wednesday Paul Kaplan and JP Lespinasse shared essential strategies for creating impactful content that drives measurable results.
Meet the Experts
JP Lespinasse is the Head of Content Marketing at Lightcast, with a background at PayPal and IBM. He’s renowned for crafting impactful narratives and empowering brands to engage audiences and create shareable, results-driven content.
Paul Kaplan is the esteemed author of “Essentials of Content Marketing and Thought Leadership” and a trusted marketing strategist. His understanding of content strategy and its role in establishing thought leadership has guided many marketers toward achieving their brand-building goals.
Key Insights to Elevate Your Content Marketing
1. Consistency is Key.
Content marketing thrives on valuable, consistent, and relevant messaging. Kaplan stressed the importance of building a content ecosystem over-relying on one-off campaigns. “Think of content marketing as a marathon, not a sprint. Consistency builds trust and long-term engagement.”
2. Embrace the Power of Thought Leadership.
Evidence-based thought leadership sets brands apart. Lespinasse highlighted how bold, data-driven insights guide industries and spark meaningful conversations, building trust, credibility, and loyalty. He emphasized that thought leadership should not only present facts, but also challenge conventional wisdom by providing fresh perspectives that provoke thought.
3. Leverage the Hero-to-Derivative Content Model.
Lespinasse introduced a framework for maximizing content impact: start with Hero Content – such as comprehensive reports or engaging videos – and repurpose it into Derivative Content like blogs, infographics, and social posts. For instance, his team transformed a 68-page report into webinars, an audiobook, and dozens of social media posts. “Your hero content should grow into a thriving ecosystem“, he shared. This model allows brands to reach diverse audiences across different platforms while reinforcing their core messages.
4. Measure What Matters.
Kaplan stressed the importance of clear goals and tracking metrics like engagement and conversions: “Without measurable goals, even the best campaigns can fall flat.” Regular analysis ensures content aligns with audience needs and business objectives.
Lastly, here are a few final words of advice:
📌 Paul Kaplan: “Engage authentically and consistently to tell your brand’s story across platforms.”
📌JP Lespinasse: “Stop chasing trends – focus on creating content that is remarkable, shareable, and impactful.”
Exceptional content marketing demands bold ideas, consistency, and audience-focused strategies. By combining thought leadership, storytelling, and data-driven insights, marketers can foster trust and lasting connections.
Ready to take your content marketing strategy to the next level? Start with these actionable insights and see the difference it makes. Start now!
Bianca Ludovici is a Master’s student in Integrated Marketing at NYU, specializing in Brand Management. Drawing on her experience at Moncler and Ray-Ban, she focuses on digital communication, brand strategy, and customer engagement in marketing.