Using Content Marketing to Build a Brand with Purpose

•

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My presentation at the African Digital Summit on how content marketing is the vehicle for building a long-last, purpose-driven brand.

Marketing

THE ADOPTION OF
CONTENT MARKETING
IS ON THE RISE.
@BrianHonigman#ADSGAM

@BrianHonigman#ADSGAM
WHO’S USING
CONTENT MARKETING?

@BrianHonigman#ADSGAM
WHO’S SEEN SUCCESS WITH
CONTENT MARKETING?

@BrianHonigman
57%55%
of B2B Marketers
ARE UNCLEAR WHAT CONTENT
MARKETING SUCCESS LOOKS LIKE
According to the Content Marketing Institute
of B2C Marketers

@BrianHonigman#ADSGAM
Attention spans decreased
since 2000 to 8 seconds.

@BrianHonigman#ADSGAM
The complexity of the
content marketing
ecosystem.

@BrianHonigman#ADSGAM
Lack of experience and
understanding with
content marketing.

@BrianHonigman#ADSGAM
BECOME
PURPOSE DRIVEN.

@BrianHonigman#ADSGAM
PURPOSE DIRECTS:
WHO, WHAT, HOW,
WHEN, WHERE & WHY

@BrianHonigman#ADSGAM
Strategy Tactics
Purpose

SIMON SINEK’S GOLDEN CIRCLE
START WITH WHY
WHY? - Purpose
HOW? - Strategy
WHAT? - Tactics

@BrianHonigman#ADSGAM
LEADING WITH WHY
WHY? - Purpose
HOW? - Strategy
WHAT? - Tactics

@BrianHonigman#ADSGAM
ARTICULATE YOUR
PURPOSE WITH CONTENT

@BrianHonigman#ADSGAM
1. CONTENT COMMUNICATES
YOUR PURPOSE WITH:
Consistency
Value
Originality

@BrianHonigman#ADSGAM
2. PURPOSE LEADS TO QUALITY
CONTENT ALIGNED TO YOUR AUDIENCE

@BrianHonigman#ADSGAM
SPAR’S FOUNDING PURPOSE

@BrianHonigman#ADSGAM
Purposeful content in action.

@BrianHonigman#ADSGAM
Content builds a connection.

@BrianHonigman#ADSGAM
3. PURPOSE NARROWS YOUR
FOCUS FOR SIMPLICITY

@BrianHonigman#ADSGAM
BURBERRY REVISITS ITS PURPOSE

@BrianHonigman#ADSGAM
5. PURPOSE INFORMS
WHAT YOUR GOALS ARE

@BrianHonigman#ADSGAM
Clarifying
Your Purpose

@BrianHonigman#ADSGAM
INVEST IN 3RD
PARTY RESEARCH:

DETERMINE THE PASSION
POINTS OF LEADERSHIP:

@BrianHonigman#ADSGAM
STANDING OUT WITH PURPOSE

@BrianHonigman#ADSGAM
Content builds a connection.
Platform Customers
Sales

@BrianHonigman#ADSGAM
People connect with
emotions, stories & beliefs.
Not with profit margins,
promotions or products.

SEND A TEXT TO: +1 480-418-1470
TEXT MSG: CASABLANCA16
Download my free content
marketing style guide.
OR
www.brianhonigman.com/newsletter

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Using Content Marketing to Build a Brand with Purpose

1. @BrianHonigman#ADSGAM PURPOSE U 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

2. Educate Entertain Convince CONTENT MARKETING @BrianHonigman#ADSGAM

3. THE ADOPTION OF CONTENT MARKETING IS ON THE RISE. @BrianHonigman#ADSGAM

4. @BrianHonigman#ADSGAM WHO’S USING CONTENT MARKETING?

5. @BrianHonigman#ADSGAM WHO’S SEEN SUCCESS WITH CONTENT MARKETING?

6. @BrianHonigman 57%55% of B2B Marketers ARE UNCLEAR WHAT CONTENT MARKETING SUCCESS LOOKS LIKE According to the Content Marketing Institute of B2C Marketers

7. @BrianHonigman#ADSGAM Attention spans decreased since 2000 to 8 seconds.

9. @BrianHonigman#ADSGAM The complexity of the content marketing ecosystem.

10. @BrianHonigman#ADSGAM Lack of experience and understanding with content marketing.

11. @BrianHonigman#ADSGAM BECOME PURPOSE DRIVEN.

12. @BrianHonigman#ADSGAM PURPOSE DIRECTS: WHO, WHAT, HOW, WHEN, WHERE & WHY

13. @BrianHonigman#ADSGAM Strategy Tactics Purpose

14. SIMON SINEK’S GOLDEN CIRCLE START WITH WHY WHY? - Purpose HOW? - Strategy WHAT? - Tactics

15. @BrianHonigman#ADSGAM LEADING WITH WHY WHY? - Purpose HOW? - Strategy WHAT? - Tactics

16. @BrianHonigman#ADSGAM LEADING WITH WHY WHY? - Purpose HOW? - Strategy WHAT? - Tactics

17. @BrianHonigman#ADSGAM LEADING WITH WHY WHY? - Purpose HOW? - Strategy WHAT? - Tactics

18. @BrianHonigman#ADSGAM ARTICULATE YOUR PURPOSE WITH CONTENT

19. @BrianHonigman#ADSGAM PURPOSE CONTENT

20. @BrianHonigman#ADSGAM 1. CONTENT COMMUNICATES YOUR PURPOSE WITH: Consistency Value Originality

21. @BrianHonigman#ADSGAM 2. PURPOSE LEADS TO QUALITY CONTENT ALIGNED TO YOUR AUDIENCE

22. @BrianHonigman#ADSGAM SPAR’S FOUNDING PURPOSE

23. @BrianHonigman#ADSGAM Purposeful content in action.

24. @BrianHonigman#ADSGAM Purposeful content in action.

25. @BrianHonigman#ADSGAM Content builds a connection.

26. @BrianHonigman#ADSGAM 3. PURPOSE NARROWS YOUR FOCUS FOR SIMPLICITY

27. @BrianHonigman#ADSGAM 4. PURPOSE PROVIDES STRONGER UNDERSTANDING OF YOUR BRAND

28. @BrianHonigman#ADSGAM BURBERRY REVISITS ITS PURPOSE

29. @BrianHonigman#ADSGAM Purposeful content in action.

30. @BrianHonigman#ADSGAM Purposeful content in action.

31. @BrianHonigman#ADSGAM Content builds a connection.

32. @BrianHonigman#ADSGAM 5. PURPOSE INFORMS WHAT YOUR GOALS ARE

33. @BrianHonigman#ADSGAM Purpose-driven content can: Differentiate from competitors Engage employees Generate brand awareness Develop thought leadership

34. @BrianHonigman#ADSGAM Clarifying Your Purpose

35. @BrianHonigman#ADSGAM CONDUCT AN AUDIT:

36. @BrianHonigman#ADSGAM INVEST IN 3RD PARTY RESEARCH:

37. DETERMINE THE PASSION POINTS OF LEADERSHIP:

38. @BrianHonigman#ADSGAM DOCUMENT YOUR BRAND BLUEPRINT:

39. @BrianHonigman#ADSGAM STANDING OUT WITH PURPOSE

40. @BrianHonigman#ADSGAM Content builds a connection. Platform Customers Sales

41. @BrianHonigman#ADSGAM People connect with emotions, stories & beliefs. Not with profit margins, promotions or products.

42. @BrianHonigman#ADSGAM BUILD A BRAND THAT’S PURPOSE-DRIVEN USING CONTENT MARKETING

43. SEND A TEXT TO: +1 480-418-1470 TEXT MSG: CASABLANCA16 Download my free content marketing style guide. OR www.brianhonigman.com/newsletter