defining the competitive edge for your b2b content marketing
TRANSCRIPT
![Page 1: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/1.jpg)
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
![Page 2: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/2.jpg)
I'm a Content Marketing Consultant and CEO of Honigman Media.
HI!I’m Brian Honigman
![Page 3: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/3.jpg)
BEFORE YOU USE DIGITAL MARKETING TO
SPREAD YOURMESSAGE
![Page 4: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/4.jpg)
BEFORE YOU USE CONTENT MARKETING TO
SPREAD YOURDEFINE YOURMESSAGE
YOU FIRST NEED TO
![Page 5: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/5.jpg)
4EXCERCISESEXCERCISESTo Help Define Your Competi- tive Edge for Digital Marketing
![Page 6: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/6.jpg)
1GOLDEN CIRCLEGOLDEN CIRCLETo Nail Down Your Company’s Reason for Existing
![Page 7: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/7.jpg)
TED TALK by SIMON SINEK
START WITH WHYbefore continuing watch the
![Page 8: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/8.jpg)
START WITH WHY
WHY?
HOW?
WHAT?
QUESTIONS BASED ON THE GOLDEN CIRCLE
![Page 9: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/9.jpg)
![Page 10: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/10.jpg)
…WHY DOES YOUR BRAND EXIST?
![Page 11: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/11.jpg)
DNATHIS WILL HELP YOU FIND YOU BRAND’S
![Page 12: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/12.jpg)
SPREADTHIS BRAND DNA IS WHAT YOUR CONTENT WILL HELP
![Page 13: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/13.jpg)
2ELEVATOR PITCHELEVATOR PITCHTo Concisely Articulate your Brand’s Unique Offerings
![Page 14: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/14.jpg)
WHY????AFTER ANSWERING THE QUESTION OF
![Page 15: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/15.jpg)
???WHAT + HOW?NOW YOU NEED TO CONCISELY ANSWER
![Page 16: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/16.jpg)
ELEVATOR PITCHTHE BEST WAY TO ANSWER THIS IS AN
![Page 17: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/17.jpg)
30 SECONDSAN ELEVATOR PITCH ASKS YOU TO
IMAGINE THAT YOU HAVE ONLY
TO PITCH YOUR BUSINESS TO A VENTURE CAPITALIST
![Page 18: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/18.jpg)
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
![Page 19: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/19.jpg)
3MINIMUM VIABLE PERSONALITY
MINIMUM VIABLE PERSONALITYTo Define Your Brand’s Core Personality and Voice
![Page 20: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/20.jpg)
IF YOU DON’T CHOOSE YOUR AUDIENCE
WISELY..
![Page 21: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/21.jpg)
…IT WON’T MATTER HOW GREAT YOUR
MESSAGE IS
![Page 22: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/22.jpg)
MINIMUM VIABLE PERSONALITY
What the heck isthis nerd talking
about?
YOUR GRANDPA’S REACTION TO EVEN THE BEST TECH PITCH
![Page 23: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/23.jpg)
MINIMUM VIABLE PERSONALITY
• WHO ARE YOU? • WHAT DO YOU STAND FOR?
• AND MOST IMPORTANTLY…
…
![Page 24: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/24.jpg)
WHO OR WHAT YOU
HATELOVE &
![Page 25: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/25.jpg)
something might make you worried because
people may not agree
“HATING”…
![Page 26: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/26.jpg)
“ To avoid criticism say nothing, do nothing,
be nothing.–Aristotle
“
![Page 27: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/27.jpg)
4CUSTOMER EMPATHY MAPCUSTOMER EMPATHY MAPTo Establish a Comprehensive Picture of Your Customer’s Psyche
![Page 28: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/28.jpg)
GET INTO YOUR CUSTOMER’S
HEAD
![Page 29: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/29.jpg)
A CUSTOMER EMPATHY MAPis the best way to gain insight into your customer’s decision-making
![Page 30: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/30.jpg)
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
![Page 31: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/31.jpg)
GO INTO AS MUCH
DETAILAS POSSIBLE WITH
YOUR ANSWERS
![Page 32: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/32.jpg)
IN SUMMARY, HERE ARE THE FOUR EXERCISES….
![Page 33: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/33.jpg)
CHECK OUT THE OTHER INSTALLMENTS IN THIS SERIES!
LIKE THIS DECK?
PART 1 PART 3 PART 4
Previous Next
![Page 34: Defining the Competitive Edge for your B2B Content Marketing](https://reader034.vdocument.in/reader034/viewer/2022050613/5879d7061a28ab842c8b6365/html5/thumbnails/34.jpg)
Follow Subscribe Connect
THANKS FOR READING!KEEP IN TOUCH!