AdForum: Building a New B2B Content Strategy
When I joined AdForum as Content Director, the company needed a refreshed content strategy that would not only showcase its role in the global advertising community but also generate new revenue streams. I brainstormed and created an entirely new company-wide B2B content program designed to highlight agencies, creative leaders, and their groundbreaking work. The result was a strategy that delivered measurable growth and positioned AdForum as a go-to resource for exclusive industry insights.
The Challenge
AdForum wanted to provide more value for its B2B customers, including agencies and brands, while expanding its reach as a hub for advertising content. The challenge was to:
- Develop a sustainable content program that engaged agencies and their clients
- Create unique editorial formats that stood apart from traditional trade coverage
- Build assets that would drive both brand visibility and revenue
My Role
As Content Director, I:
- Invented and launched new editorial series, most notably the AdForum Exclusive “5 Questions” franchise
- Interviewed and wrote original articles featuring top creative executives, CMOs, and agency leaders
- Developed the overall content calendar and publishing workflow, ensuring consistency and scalability
- Shaped AdForum’s B2B voice, positioning the brand as both a resource and a thought leader in the industry
Examples of my AdForum Exclusive “5 Questions” interviews include:
- David Angelo, Founder and Chairman of David&Goliath
- Anne Marie Rosser, VSA on Alibaba and cultural perceptions
- Tom Hamling, GSD&M on Super Bowl 50
- Ryan Pociask, Senior Director of Marketing at Johnsonville
The Outcome
The new strategy significantly enhanced AdForum’s editorial identity and customer engagement. It:
- Drove positive business results and new revenue through sponsored and featured content
- Strengthened relationships with agencies and brands by giving them a platform to share their work
- Established AdForum as a destination for exclusive, people-driven B2B storytelling in the advertising industry
