using content marketing to build a brand with purpose
TRANSCRIPT
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PURPOSEU S I N G C O N T E N T M A R K E T I N G T O B U I L D A B R A N D W I T H
Educate
Entertain
Convince
CONTENT MARKETING
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THE ADOPTION OF CONTENT MARKETING
IS ON THE RISE.@BrianHonigman#ADSGAM
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WHO’S USING
CONTENT MARKETING?
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WHO’S SEEN SUCCESS WITH
CONTENT MARKETING?
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57%55%of B2B Marketers
ARE UNCLEAR WHAT CONTENT MARKETING SUCCESS LOOKS LIKE
According to the Content Marketing Institute
of B2C Marketers
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Attention spans decreased since 2000 to 8 seconds.
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The complexity of the content marketing ecosystem.
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Lack of experience and understanding with content marketing.
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BECOME
PURPOSE DRIVEN.
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PURPOSE DIRECTS:
WHO, WHAT, HOW, WHEN, WHERE & WHY
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Strategy Tactics
Purpose
SIMON SINEK’S GOLDEN CIRCLE
START WITH WHY
WHY? - PurposeHOW? - StrategyWHAT? - Tactics
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LEADING WITH WHY
WHY? - PurposeHOW? - StrategyWHAT? - Tactics
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LEADING WITH WHY
WHY? - PurposeHOW? - StrategyWHAT? - Tactics
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LEADING WITH WHY
WHY? - PurposeHOW? - StrategyWHAT? - Tactics
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ARTICULATE YOUR
PURPOSE WITH CONTENT
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PURPOSE
CONTENT
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1. CONTENT COMMUNICATES
YOUR PURPOSE WITH:
Consistency
Value
Originality
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2. PURPOSE LEADS TO QUALITY CONTENT ALIGNED TO YOUR AUDIENCE
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SPAR’S FOUNDING PURPOSE
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Purposeful content in action.
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Purposeful content in action.
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Content builds a connection.
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3. PURPOSE NARROWS YOUR FOCUS FOR SIMPLICITY
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4. PURPOSE PROVIDES STRONGER UNDERSTANDING OF YOUR BRAND
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BURBERRY REVISITS ITS PURPOSE
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Purposeful content in action.
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Purposeful content in action.
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Content builds a connection.
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5. PURPOSE INFORMS WHAT YOUR GOALS ARE
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Purpose-driven content can:
Differentiate from competitors
Engage employees
Generate brand awareness
Develop thought leadership
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Clarifying Your Purpose
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CONDUCT AN AUDIT:
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INVEST IN 3RD PARTY RESEARCH:
DETERMINE THE PASSION POINTS OF LEADERSHIP:
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DOCUMENT YOUR BRAND BLUEPRINT:
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STANDING OUT WITH PURPOSE
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Content builds a connection.
Platform Customers
Sales
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People connect with emotions, stories & beliefs.
Not with profit margins, promotions or products.
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BUILD A BRAND THAT’S
PURPOSE-DRIVEN USING CONTENT MARKETING
SEND A TEXT TO: +1 480-418-1470 TEXT MSG: CASABLANCA16
Download my free content marketing style guide.
OR
www.brianhonigman.com/newsletter