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@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
Educate
Entertain
Convince
CONTENT MARKETING
@BrianHonigman#ADSGAM
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
LEADING 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
PURPOSE
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
Purposeful content in action.
@BrianHonigman#ADSGAM
Content builds a connection.
@BrianHonigman#ADSGAM
3. PURPOSE NARROWS YOUR
FOCUS FOR SIMPLICITY
@BrianHonigman#ADSGAM
4. PURPOSE PROVIDES STRONGER
UNDERSTANDING OF YOUR BRAND
@BrianHonigman#ADSGAM
BURBERRY REVISITS ITS PURPOSE
@BrianHonigman#ADSGAM
Purposeful content in action.
@BrianHonigman#ADSGAM
Purposeful content in action.
@BrianHonigman#ADSGAM
Content builds a connection.
@BrianHonigman#ADSGAM
5. PURPOSE INFORMS
WHAT YOUR GOALS ARE
@BrianHonigman#ADSGAM
Purpose-driven content can:
Differentiate
from competitors
Engage
employees
Generate brand
awareness
Develop thought
leadership
@BrianHonigman#ADSGAM
Clarifying
Your Purpose
@BrianHonigman#ADSGAM
CONDUCT AN AUDIT:
@BrianHonigman#ADSGAM
INVEST IN 3RD
PARTY RESEARCH:
DETERMINE THE PASSION
POINTS OF LEADERSHIP:
@BrianHonigman#ADSGAM
DOCUMENT YOUR BRAND BLUEPRINT:
@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.
@BrianHonigman#ADSGAM
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

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