MagNet 2017: Content Marketing—Our Greatest Opportunity and Greatest Threat

Magazines are the best storytellers. We inform, enthrall, educate and entertain better than anyone. Our advertisers also have stories to tell potential consumers, and we can put our storytelling expertise to use to help them tell those stories through content marketing.

Content marketing produces six times the conversion rate of traditional advertising. Content marketing not only costs 62% less than outbound marketing, it also generates more than three times as many leads. But guess what? The companies, formerly known as our advertisers, are beginning to think they can tell their own stories. And they think they can cut out the middleman (us!).

We need to convince them to work with us to tell their stories, or we will see our business model collapse. Find out how to harness the opportunities of content marketing with media veteran John Wilpers in this important session.

MagNet: Canada’s Magazine Conference took place April 25–28, 2017 at the Courtyard Toronto Downtown. Visit