Content Marketing Scribe: Steve Sachs, CEO, OneSpot

Share this content:
Steve Sachs, CEO, OneSpot
Steve Sachs, CEO, OneSpot

What's now called content has been part of Steve Sachs's life since he delivered papers for the Baltimore Sun as a schoolboy. His print media journey eventually took him to one of the industry's highest peaks. Two decades at Time Inc. landed Sachs in the office of EVP of consumer marketing and sales at the venerable publisher. He helped shepherd the company through a painful transition period to content creation and monetization on this new medium called the World Wide Web. “And now, of course, it's the leading channel, with new content created every day — by professionals, by non-professionals, by everybody,” he says.

It was because Sachs saw a better way for brands to act as bona fide content providers outside of standard paid advertising channels that he left Time for OneSpot three years ago. “Brand marketers can absolutely deliver people content on the order of that delivered by major publishers.  They just have to be able to determine what feels relevant and what does not,” says Sachs, whose key contribution to their cause is to direct them to the channels where they'll find optimum relevance.

Not surprisingly, he does this in part through OneSpot's platform, which is a cross-channel content disseminator.  It tracks visitor behavior on a client's website, recommends content for individuals, remarkets them across mobile and social, and drives lookalike consumers back to the site with relevant content.

“Look at Whole Foods. They've got something like 4,000 recipes; great recipes that have the same consumer mission of natural, healthy, and delicious,” Sachs says of one of his clients.  “What we do is get people to choose their recipes instead of going to Food Network.”

Sachs calls what OneSpot does “content sequencing” and likens it to the level of personalization Amazon has been able to achieve with its customer base. Just don't call what Sachs does “advertising.”

“There are companies that see content as a form of advertising,” he says. “We don't work with them.”


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above