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Using Content Marketing to Build a Brand with Purpose

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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.

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

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Using Content Marketing to Build a Brand with Purpose

  1. 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. 2. Educate Entertain Convince CONTENT MARKETING @BrianHonigman#ADSGAM
  3. 3. THE ADOPTION OF CONTENT MARKETING IS ON THE RISE. @BrianHonigman#ADSGAM
  4. 4. @BrianHonigman#ADSGAM WHO’S USING CONTENT MARKETING?
  5. 5. @BrianHonigman#ADSGAM WHO’S SEEN SUCCESS WITH CONTENT MARKETING?
  6. 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. 7. @BrianHonigman#ADSGAM Attention spans decreased since 2000 to 8 seconds.
  8. 8. @BrianHonigman#ADSGAM The complexity of the content marketing ecosystem.
  9. 9. @BrianHonigman#ADSGAM Lack of experience and understanding with content marketing.
  10. 10. @BrianHonigman#ADSGAM BECOME PURPOSE DRIVEN.
  11. 11. @BrianHonigman#ADSGAM PURPOSE DIRECTS: WHO, WHAT, HOW, WHEN, WHERE & WHY
  12. 12. @BrianHonigman#ADSGAM Strategy Tactics Purpose
  13. 13. SIMON SINEK’S GOLDEN CIRCLE START WITH WHY WHY? - Purpose HOW? - Strategy WHAT? - Tactics
  14. 14. @BrianHonigman#ADSGAM LEADING WITH WHY WHY? - Purpose HOW? - Strategy WHAT? - Tactics
  15. 15. @BrianHonigman#ADSGAM LEADING WITH WHY WHY? - Purpose HOW? - Strategy WHAT? - Tactics
  16. 16. @BrianHonigman#ADSGAM LEADING WITH WHY WHY? - Purpose HOW? - Strategy WHAT? - Tactics
  17. 17. @BrianHonigman#ADSGAM ARTICULATE YOUR PURPOSE WITH CONTENT
  18. 18. @BrianHonigman#ADSGAM PURPOSE CONTENT
  19. 19. @BrianHonigman#ADSGAM 1. CONTENT COMMUNICATES YOUR PURPOSE WITH: Consistency Value Originality
  20. 20. @BrianHonigman#ADSGAM 2. PURPOSE LEADS TO QUALITY CONTENT ALIGNED TO YOUR AUDIENCE
  21. 21. @BrianHonigman#ADSGAM SPAR’S FOUNDING PURPOSE
  22. 22. @BrianHonigman#ADSGAM Purposeful content in action.
  23. 23. @BrianHonigman#ADSGAM Purposeful content in action.
  24. 24. @BrianHonigman#ADSGAM Content builds a connection.
  25. 25. @BrianHonigman#ADSGAM 3. PURPOSE NARROWS YOUR FOCUS FOR SIMPLICITY
  26. 26. @BrianHonigman#ADSGAM 4. PURPOSE PROVIDES STRONGER UNDERSTANDING OF YOUR BRAND
  27. 27. @BrianHonigman#ADSGAM BURBERRY REVISITS ITS PURPOSE
  28. 28. @BrianHonigman#ADSGAM Purposeful content in action.
  29. 29. @BrianHonigman#ADSGAM Purposeful content in action.
  30. 30. @BrianHonigman#ADSGAM Content builds a connection.
  31. 31. @BrianHonigman#ADSGAM 5. PURPOSE INFORMS WHAT YOUR GOALS ARE
  32. 32. @BrianHonigman#ADSGAM Purpose-driven content can: Differentiate from competitors Engage employees Generate brand awareness Develop thought leadership
  33. 33. @BrianHonigman#ADSGAM Clarifying Your Purpose
  34. 34. @BrianHonigman#ADSGAM CONDUCT AN AUDIT:
  35. 35. @BrianHonigman#ADSGAM INVEST IN 3RD PARTY RESEARCH:
  36. 36. DETERMINE THE PASSION POINTS OF LEADERSHIP:
  37. 37. @BrianHonigman#ADSGAM DOCUMENT YOUR BRAND BLUEPRINT:
  38. 38. @BrianHonigman#ADSGAM STANDING OUT WITH PURPOSE
  39. 39. @BrianHonigman#ADSGAM Content builds a connection. Platform Customers Sales
  40. 40. @BrianHonigman#ADSGAM People connect with emotions, stories & beliefs. Not with profit margins, promotions or products.
  41. 41. @BrianHonigman#ADSGAM BUILD A BRAND THAT’S PURPOSE-DRIVEN USING CONTENT MARKETING
  42. 42. 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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