Part 1 of 4: Championing Content Marketing in a B2B Organization

Defining the Competitive Edge for Your Marketing

PART 2 OF 4: Developing a B2B Content Strategy

I'm a Content Marketing Consultant and CEO of Honigman Media.

HI!I’m Brian Honigman

BEFORE YOU USE DIGITAL MARKETING TO

SPREAD YOURMESSAGE

BEFORE YOU USE CONTENT MARKETING TO

SPREAD YOURDEFINE YOURMESSAGE

YOU FIRST NEED TO

4EXCERCISESEXCERCISESTo Help Define Your Competi- tive Edge for Digital Marketing

1GOLDEN CIRCLEGOLDEN CIRCLETo Nail Down Your Company’s Reason for Existing

TED TALK by SIMON SINEK

START WITH WHYbefore continuing watch the

START WITH WHY

WHY?

HOW?

WHAT?

QUESTIONS BASED ON THE GOLDEN CIRCLE

…WHY DOES YOUR BRAND EXIST?

DNATHIS WILL HELP YOU FIND YOU BRAND’S

SPREADTHIS BRAND DNA IS WHAT YOUR CONTENT WILL HELP

2ELEVATOR PITCHELEVATOR PITCHTo Concisely Articulate your Brand’s Unique Offerings

WHY????AFTER ANSWERING THE QUESTION OF

???WHAT + HOW?NOW YOU NEED TO CONCISELY ANSWER

ELEVATOR PITCHTHE BEST WAY TO ANSWER THIS IS AN

30 SECONDSAN ELEVATOR PITCH ASKS YOU TO

IMAGINE THAT YOU HAVE ONLY

TO PITCH YOUR BUSINESS TO A VENTURE CAPITALIST

For who hasis a

that

unlike

(target customer)

(customer need) (customer need)

THE

PRODUCT

(main key benefit)

(competition)

(unique differentiator)

ELEVATOR PITCH MAD-LIBS

the pedestrian

to get high up, the elevator

quick, easy automatic lift

stairs

does the work for you

3MINIMUM VIABLE PERSONALITY

MINIMUM VIABLE PERSONALITYTo Define Your Brand’s Core Personality and Voice

IF YOU DON’T CHOOSE YOUR AUDIENCE

WISELY..

…IT WON’T MATTER HOW GREAT YOUR

MESSAGE IS

MINIMUM VIABLE PERSONALITY

What the heck isthis nerd talking

about?

YOUR GRANDPA’S REACTION TO EVEN THE BEST TECH PITCH

MINIMUM VIABLE PERSONALITY

• WHO ARE YOU? • WHAT DO YOU STAND FOR?

• AND MOST IMPORTANTLY…

…

WHO OR WHAT YOU

HATELOVE &

something might make you worried because

people may not agree

“HATING”…

“ To avoid criticism say nothing, do nothing,

be nothing.–Aristotle

“

4CUSTOMER EMPATHY MAPCUSTOMER EMPATHY MAPTo Establish a Comprehensive Picture of Your Customer’s Psyche

GET INTO YOUR CUSTOMER’S

HEAD

A CUSTOMER EMPATHY MAPis the best way to gain insight into your customer’s decision-making

EMPATHY MAPTHINK AND FEEL?

what really countsmajor preoccupations

worries and aspirations

SAY AND DO?attitude in public

appearancebehavior towards others

HEAR?what friends saywhat boss sayswhat influencers say

SEE?environment

friendswhat the market offers

GAINwants and needs

measures of successobstacles

HEAR?fearsfrustrationsobstacles

GO INTO AS MUCH

DETAILAS POSSIBLE WITH

YOUR ANSWERS

IN SUMMARY, HERE ARE THE FOUR EXERCISES….

CHECK OUT THE OTHER INSTALLMENTS IN THIS SERIES!

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PART 1 PART 3 PART 4

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