Using Content Marketing to Build a Brand with Purpose
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Transcript of Using Content Marketing to Build a Brand with Purpose
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@BrianHonigman#ADSGAM
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
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Educate
Entertain
Convince
CONTENT MARKETING
@BrianHonigman#ADSGAM
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THE ADOPTION OF CONTENT MARKETING
IS ON THE RISE.@BrianHonigman#ADSGAM
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@BrianHonigman#ADSGAM
WHO’S USING
CONTENT MARKETING?
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@BrianHonigman#ADSGAM
WHO’S SEEN SUCCESS WITH
CONTENT MARKETING?
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@BrianHonigman
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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@BrianHonigman#ADSGAM
Attention spans decreased since 2000 to 8 seconds.
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@BrianHonigman#ADSGAM
The complexity of the content marketing ecosystem.
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@BrianHonigman#ADSGAM
Lack of experience and understanding with content marketing.
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@BrianHonigman#ADSGAM
BECOME
PURPOSE DRIVEN.
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@BrianHonigman#ADSGAM
PURPOSE DIRECTS:
WHO, WHAT, HOW, WHEN, WHERE & WHY
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@BrianHonigman#ADSGAM
Strategy Tactics
Purpose
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SIMON SINEK’S GOLDEN CIRCLE
START WITH WHY
WHY? - PurposeHOW? - StrategyWHAT? - Tactics
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@BrianHonigman#ADSGAM
LEADING WITH WHY
WHY? - PurposeHOW? - StrategyWHAT? - Tactics
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@BrianHonigman#ADSGAM
LEADING WITH WHY
WHY? - PurposeHOW? - StrategyWHAT? - Tactics
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@BrianHonigman#ADSGAM
LEADING WITH WHY
WHY? - PurposeHOW? - StrategyWHAT? - Tactics
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@BrianHonigman#ADSGAM
ARTICULATE YOUR
PURPOSE WITH CONTENT
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@BrianHonigman#ADSGAM
PURPOSE
CONTENT
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@BrianHonigman#ADSGAM
1. CONTENT COMMUNICATES
YOUR PURPOSE WITH:
Consistency
Value
Originality
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@BrianHonigman#ADSGAM
2. PURPOSE LEADS TO QUALITY CONTENT ALIGNED TO YOUR AUDIENCE
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@BrianHonigman#ADSGAM
SPAR’S FOUNDING PURPOSE
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@BrianHonigman#ADSGAM
Purposeful content in action.
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@BrianHonigman#ADSGAM
Purposeful content in action.
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@BrianHonigman#ADSGAM
Content builds a connection.
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@BrianHonigman#ADSGAM
3. PURPOSE NARROWS YOUR FOCUS FOR SIMPLICITY
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@BrianHonigman#ADSGAM
4. PURPOSE PROVIDES STRONGER UNDERSTANDING OF YOUR BRAND
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@BrianHonigman#ADSGAM
BURBERRY REVISITS ITS PURPOSE
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@BrianHonigman#ADSGAM
Purposeful content in action.
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@BrianHonigman#ADSGAM
Purposeful content in action.
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@BrianHonigman#ADSGAM
Content builds a connection.
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@BrianHonigman#ADSGAM
5. PURPOSE INFORMS WHAT YOUR GOALS ARE
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@BrianHonigman#ADSGAM
Purpose-driven content can:
Differentiate from competitors
Engage employees
Generate brand awareness
Develop thought leadership
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@BrianHonigman#ADSGAM
Clarifying Your Purpose
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@BrianHonigman#ADSGAM
CONDUCT AN AUDIT:
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@BrianHonigman#ADSGAM
INVEST IN 3RD PARTY RESEARCH:
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DETERMINE THE PASSION POINTS OF LEADERSHIP:
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@BrianHonigman#ADSGAM
DOCUMENT YOUR BRAND BLUEPRINT:
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@BrianHonigman#ADSGAM
STANDING OUT WITH PURPOSE
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@BrianHonigman#ADSGAM
Content builds a connection.
Platform Customers
Sales
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@BrianHonigman#ADSGAM
People connect with emotions, stories & beliefs.
Not with profit margins, promotions or products.
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@BrianHonigman#ADSGAM
BUILD A BRAND THAT’S
PURPOSE-DRIVEN USING CONTENT MARKETING
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SEND A TEXT TO: +1 480-418-1470 TEXT MSG: CASABLANCA16
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