In this episode of CMO Insights, Jeff Pedowitz sits down with Marvin Mason, CMO at the Crisis Prevention Institute (CPI)
Marvin built a marketing team largely around the process of content marketing. In his own words: “The idea here is to publish relevant, helpful, interesting content that causes people to seek us out as solutions providers, and if we can get involved in the conversations they are having, and provide them helpful resources, we are a natural go-to place.”
Marvin’s team does a lot of work around personas and buying journeys as well as use PPC to test what new content is helpful. He also encouraged his team to get content marketing certifications. The end result is that CPI has seen a 180% increase in leads, with up to 8% of those coming from Facebook alone.
CPI is an education training organization that focuses on training for those who have a duty to care for others. When behavior can become a challenge, they teach techniques to help read and understand the behavior to help de-escalate it and hopefully prevent situations from becoming risky or dangerous for the care provider or the person being cared for.

Connect with Jeff on LinkedIn - https://www.linkedin.com/in/jeffpedowitz/
Learn more about The Pedowitz Group https://www.pedowitzgroup.com/
 

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