This document discusses four exercises to help define a company's competitive edge for content marketing: 1) The Golden Circle helps identify why a company exists, 2) An elevator pitch articulates offerings in 30 seconds, 3) Minimum viable personality establishes a brand's core personality and voice, 4) A customer empathy map provides insight into a customer's decision-making by considering what they think, say, see, hear, gain and fear. Completing these exercises helps optimize a content strategy.

1. Part 1 of 4: Championing Content Marketing in a B2B Organizatio
Defining the
Competitive
Edge for Your
Marketing
PART 2 OF 4: Developing a B2B Content Strategy

2. I'm a Content Marketing Consultant
and CEO of Honigman Media.
HI!I’m Brian Honigman

3. BEFORE YOU USE DIGITAL MARKETING TO
SPREAD YOUR
MESSAGE

4. BEFORE YOU USE CONTENT MARKETING TO
SPREAD YOURDEFINE YOUR
MESSAGE
YOU FIRST NEED TO

5. 4EXCERCISESEXCERCISESTo Help Define Your Competi-
tive Edge for Digital Marketing

6. 1GOLDEN
CIRCLE
GOLDEN
CIRCLETo Nail Down Your Company’s
Reason for Existing

7. TED TALK by SIMON SINEK
START WITH WHY
before continuing watch the

8. START WITH WHY
WHY?
HOW?
WHAT?
QUESTIONS BASED ON THE
GOLDEN CIRCLE

10. …
WHY DOES YOUR BRAND EXIST?

11. DNA
THIS WILL HELP YOU FIND YOU BRAND’S

12. SPREAD
THIS BRAND DNA IS WHAT
YOUR CONTENT WILL HELP

13. 2ELEVATOR
PITCH
ELEVATOR
PITCHTo Concisely Articulate your
Brand’s Unique Offerings

14. WHY????AFTER ANSWERING THE QUESTION OF

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

16. ELEVATOR PITCH
THE BEST WAY TO ANSWER THIS IS AN

17. 30 SECONDS
AN ELEVATOR PITCH ASKS YOU TO
IMAGINE THAT YOU HAVE ONLY
TO PITCH YOUR BUSINESS
TO A VENTURE CAPITALIST

18. For who has
is 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

19. 3MINIMUM
VIABLE
PERSONALITY
MINIMUM
VIABLE
PERSONALITY
To Define Your Brand’s Core
Personality and Voice

20. IF YOU DON’T CHOOSE YOUR AUDIENCE
WISELY..

21. …IT WON’T MATTER
HOW GREAT YOUR
MESSAGE IS

22. MINIMUM VIABLE
PERSONALITYWhat the heck is
this nerd talking
about?
YOUR GRANDPA’S REACTION TO EVEN THE BEST TECH PITCH

23. MINIMUM VIABLE
PERSONALITY
• WHO ARE YOU?
• WHAT DO YOU STAND FOR?
• AND MOST IMPORTANTLY…
…

24. WHO OR WHAT YOU
HATELOVE &

25. something might make
you worried because
people may not agree
“HATING”
…

26. “
To avoid criticism say
nothing, do nothing,
be nothing.
–Aristotle

27. 4CUSTOMER
EMPATHY MAP
CUSTOMER
EMPATHY MAP
To Establish a Comprehensive
Picture of Your Customer’s Psyche

28. GET INTO YOUR
CUSTOMER’S
HEAD

29. A CUSTOMER
EMPATHY MAP
is the best way to gain insight into
your customer’s decision-making

30. EMPATHY MAP
THINK AND FEEL?
what really counts
major preoccupations
worries and aspirations
SAY AND DO?
attitude in public
appearance
behavior towards others
HEAR?
what friends say
what boss says
what influencers say
SEE?
environment
friends
what the market offers
GAIN
wants and needs
measures of success
obstacles
HEAR?
fears
frustrations
obstacles

31. GO INTO AS MUCH
DETAILAS POSSIBLE WITH
YOUR ANSWERS

32. IN SUMMARY, HERE ARE
THE FOUR EXERCISES….

33. CHECK OUT THE OTHER INSTALLMENTS IN THIS SERIES!
LIKE THIS DECK?
PART 1 PART 3 PART 4
Previous Next

34. Follow Subscribe Connect
THANKS FOR READING!
KEEP IN TOUCH!