Jose Borghi: The Drawbacks of Inbound and Content Marketing

In the corporate world, advertising is widely believed to be the soul of business. This maxim has is often used interchangeably with another one, which states that content is the backbone of business. Each passing day, more companies come up with ways of marketing their content. More often than less, content marketing is accompanied by inbound marketing. However, many entrepreneurs expect quick results whenever they launch an advertisement campaign. There is need to first understand the concepts of inbound marketing and content marketing.

Demystifying Inbound Marketing and Content Marketing

Mullen Lowe Brasil founder and CEO, Jose Borghi states that inbound marketing is simply a business strategy that seeks to attract the audience by delivering products and services that solve a prevailing problem. Simply put, inbound marketing involves the delivery of relevant content to the audience. It is through such a high level of commitment that a brand can easily gain market leadership in its field, and customer trust.

On the other hand, content marketing mainly involves propping up content that has been delivered by inbound marketing strategies. Mr. Borghi advises companies to be careful as far as the formulation of these marketing strategies is concerned. Many entrepreneurs get excited by the prospect of getting more clients. This often makes them formulate poorly planned strategies that fail in the end. This highlights the importance of evaluating all concepts, and having an understanding of the market.

How to Formulate a Marketing Strategy

The advertising guru advises marketers to be smart when coming up with inbound and content marketing strategies. It is important to understand that any content that will be published on websites, blogs, and social media pages will either earn a company points, or make it lose its reputation.

The content should not only be interesting but also market oriented. This will go a long way in improving SEO optimization. The CEO of Lowe Mullen Brazil similarly points out that there is great importance in disclosing the content and material in numerous areas since it boosts the perceptibility of a firm.

About Jose Borghi

Jose Borghi is regarded as the most successful entrepreneurs in the Brazilian ad scene. As an advertiser, he is credited with the creation of advertisements that captured the imagination of the entire nation. His most prolific work is Mammals Parmalat, a feature film featuring children dressed like animals. The ad was meant to increase public participation in wildlife conservation. It was a major hit among Brazilians, and helped establish Mullen Lowe as the go-to Brazilian ad agency.

 

José Borghi – Shining Star Of Brazilian Advertising World

José Borghi is the name to reckon with in the business of publicity and advertising, and his career spanning over 25 years has seen him achieving some remarkable milestones. These achievements include getting prestigious prizes like ‘Most Awarded Copywriter’ by the Archive Magazine (1999), bagging 15 awards in Abril Awards, 13 Lions in Cannes, 11 Awards in New York Festival, 7 Awards in London Festival, 10 Awards in Clio and 10 Awards in One Show.

After completing his bachelor’s in Publicity and Advertising from PUC-Campinas, one of the most prestigious institutions in Brasil, Jose started his career by joining Standard Ogilvy in 1989. Going forward he worked with various marketing and advertising agencies, such as Talent, DM9/DDB and FCB. While working for these Ad agencies, he developed close relationship with other marketing talent, Erh Ray, with whom he worked on numerous benchmark and highly successful local and international projects, including for Parmalats, Mamiferos, Carlinhos, Honda, Volvo, Philips, Electrolux, Journal Da Tarde, Microsoft, and many others.

In 2001, due to his experience and chain of accomplishments in the field of marketing, publicity and advertising, he was given the position of President as well as Creative Director at Leo Burnett. During his tenure at Leo Burnett, he strategically handled various important projects, including that of Bank Boston and Frescarini. His Brazilian advertising campaign for Fiat during the same time helped Fiat become the market leader in Brazil, for the first time ever, and helped the company increase their sales and revenue manifolds.

Soon after, José Borghi along with Erh Ray, founded BorghiErh Creative Intelligence agency, which in 2006 merged with internationally acclaimed advertising agency Lowe, where Jose Borghi assumed the position of company’s CEO. In 2012, he was awarded exclusive chairmanship of Borghi/Lowe, which is now rebranded as Mullen Lowe Brazil, due to the recent merge of the company with US Ad Agency Mullen. Currently, José Borghi is the co-CEO of the MullenLowe Brasil Group along with Andre Gomes.

José Borghi’s advertising career is an inspiring example for many young aspirants, who are looking to make a mark in the publicity and advertising world. Many of his advertising campaigns have become case studies, which are being followed to help the new generation advertising professionals develop innovative campaigns and understand the dynamics of ever evolving advertising world.