Using Content Marketing to Build a Brand with Purpose

•

9 recomendaciones•4,485 vistas

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

Más contenido relacionado

La actualidad más candente

Business use social media channels to connect with customers, to answer questions, and to just "be there" for their community. How do they know if social media channel is successful, and they are meeting their goals? Most social media channels have analytics or insights that help figure this out. Let's explore analytics for different social media channels and explains what businesses should track and why. Also, what it takes to create a strong and sustainable social media presence, including successes and bummers.

Using Social Media Analytics - Social Media Week Dubai March 2017

Umar khan

Social Media Analytics and ROI tracking

Brianna Smith

Marketing Misalignment Part 2

G3 Communications

Measure what matters a better approach to social attribution

Evgeny Tsarkov

Roi socialmedia

Rucha Nimje

Buzz12 b to c marketing program

Buzz12

Objective of the presentation; 1. To showcase the strength of Simplify360 as the one stop access point for addressing your social media analytics requirements. 2. To illustrate how you can use Simplify360 to optimize social media strategy 3. To show how you can optimize your content for different social media channels using advanced insights. Simplify360 will help you to gain consumer insights, benchmarking of your engagement metrics and measuring your competitor's success as compared to yours.

Social media analytics and measurement tool - Simplify360

Simplify360

Destroying the 7 Myths of B2B Social Media

Jay Baer

Beth Harte

SocialMediaPlus

The Warming Web - Webinar

Heather Corker

Ten Things You Need To Know To Improve Your Social Media Strategy

Joanne Tombrakos

Time Saving Tips for Social Media Management

Dan Elder, MS

Advanced Social Media Strategies

bcoleman001

Getting the Edge: The Magic of Blended Data

Brandwatch

Social Media Impact for Restaurant Business

Denny Nugroho

Mary Henige

SocialMediaPlus

Facebook Tools and Tech NCET Tech Bites

Milena Regos

Tips for social media optimization

sameepharvin

Connie Bensen

SocialMediaPlus

Dairy cheer case study

William Stevens

La actualidad más candente (20)

Using Social Media Analytics - Social Media Week Dubai March 2017

Social Media Analytics and ROI tracking

Marketing Misalignment Part 2

Measure what matters a better approach to social attribution

Roi socialmedia

Buzz12 b to c marketing program

Social media analytics and measurement tool - Simplify360

Destroying the 7 Myths of B2B Social Media

Beth Harte

The Warming Web - Webinar

Ten Things You Need To Know To Improve Your Social Media Strategy

Time Saving Tips for Social Media Management

Advanced Social Media Strategies

Getting the Edge: The Magic of Blended Data

Social Media Impact for Restaurant Business

Mary Henige

Facebook Tools and Tech NCET Tech Bites

Tips for social media optimization

Connie Bensen

Dairy cheer case study

Destacado

The Future is Here: Messaging Apps are About to Revolutionize Marketing

Brian Honigman

1) WhatsApp is #1 Messaging App in the World with over 800 million monthly active users. 2) Facebook & Tencent own more than 2.7 billion monthly active messaging users. 3) Snapchat has 200 million users who share 8,796 photos per second. 4) Facebook Messenger users made over 1 million video calls during the first two days after launch. 5) Asian Messaging apps generated over $3.8 billion combined revenue in 2015 6) With over 3 billion combined monthly active users, businesses are reaching their audience via messaging apps. 7) Top messaging apps are Facebook messenger, Whatsapp, Wechat, Line, QQ, Line, Kakao talk, Viber, iMessage, etc.

Messaging is Eating the World (by Edith Yeung)

Edith Yeung

Longform or Shortform? How to Decide on the Right Format of Content

Brian Honigman

Social Media Measurement for Sales & Marketing

Brian Honigman

The relationship between ‘brand purpose’ and ‘brand communication’

International Communications Consultancy Organisation (ICCO)

The 5 C's of College Choice

Ologie

Educate, Entertain or Convince: Three Beneficial Approaches to Content Marketing

Brian Honigman

Go Viral on the Social Web: The Definitive How-To guide!

XPLAIN

Measuring Success on Facebook, Twitter & LinkedIn

Brian Honigman

The Complete Starter Guide To Tumblr Marketing

Viraltag Inc.

10 Powerful Body Language Tips for your next Presentation

SOAP Presentations

Crap. The Content Marketing Deluge.

Velocity Partners

#INBOUND15: Two brains are better than one, right? When it comes to running inbound marketing campaigns, two brands with a common goal, working side by side to create and promote unique and valuable content is a beautiful thing. Think double the manpower, double the expertise, double the promotional efforts, and most importantly, double the LEADS. In this session, I'll show you how to identify the right partners to work with, how to approach them, and how to work with them throughout the entire campaign to ensure a smooth process with maximum output.

The Power of Two: How to Leverage Relationships to Triple Lead Flow

Lisa Toner

Mobile apps research report

Symantec

At Packback...we're curious about curiosity. You might know us as that “cheap eTextbook startup”. Or maybe “those guys that went on Shark Tank”. We started our business as college students about 3 years ago. As students, the cost of textbooks felt like the BIGGEST issue in education. And don’t get us wrong…textbook prices are a HUGE problem, (like a 7 Billion dollar a year problem in the USA alone). But over years of building this startup, we’ve gotten a glimpse at the bigger picture. We realized that the key to "fixing education", is not some massive overhaul of the system. It's not just making things cheaper. The real problem to solve is bringing curiosity back into the classroom and empowering students to ask the BIG questions. Somewhere along the way, the real "Why" behind education has gotten lost. We've become focused on helping more students graduate, rather than creating more thoughtful minds. We've become focused on helping more students get "A's" in class, rather than curiosity and empowering our students to ask "Why?" Packback's Brand Purpose is to awaken the fearless, relentless curiosity in every student. Not just college students, not just on campus, not just in the US. We want to be the home for curiosity on the web for every lifelong learner. This presentation contains our brand purpose, our manifesto and the 13 operating values we use to coach, make decisions and give feedback at Packback. Our goal in defining our culture was to make the roadmap to success as a company, and as an individual team member, as explicit and unambiguous as possible. Our brand purpose is our ultimate filter for all business decisions at Packback. Our values are our team operating system. If we are living our purpose and our values, we know that we are heading together in the right direction.

Packback Brand Purpose & Values

Jessica Tenuta

Mobile app presentation

aparanaiitd

Social Media Tips for Journalists

Brian Honigman

pragmatic Mobile apps choices frameworks and dev

Alexandre Marreiros

Defining the Competitive Edge for your B2B Content Marketing

Brian Honigman

Pemanfaatan Tools Gadget Untuk Mengajar

Bhayu Sulistiawan

Destacado (20)

The Future is Here: Messaging Apps are About to Revolutionize Marketing

Messaging is Eating the World (by Edith Yeung)

Longform or Shortform? How to Decide on the Right Format of Content

Social Media Measurement for Sales & Marketing

The relationship between ‘brand purpose’ and ‘brand communication’

The 5 C's of College Choice

Educate, Entertain or Convince: Three Beneficial Approaches to Content Marketing

Go Viral on the Social Web: The Definitive How-To guide!

Measuring Success on Facebook, Twitter & LinkedIn

The Complete Starter Guide To Tumblr Marketing

10 Powerful Body Language Tips for your next Presentation

Crap. The Content Marketing Deluge.

The Power of Two: How to Leverage Relationships to Triple Lead Flow

Mobile apps research report

Packback Brand Purpose & Values

Mobile app presentation

Social Media Tips for Journalists

pragmatic Mobile apps choices frameworks and dev

Defining the Competitive Edge for your B2B Content Marketing

Pemanfaatan Tools Gadget Untuk Mengajar

The Marketers Guide to Native Advertising

Brian Honigman

Guest blogging has become a powerful tool to help build your personal brand, your business or help build both concurrently. As one of the many methods of content marketing, guest blogging gives the writer the ability to generate links, drive traffic, establish thought leadership and most importantly, cultivate relationships. With examples of prolific guest bloggers like Kristi Hines, Leo Widrich, Ekaterina Walter and Gregory Ciotti, the presentation defines what guest blogging is, why it is important, how to do it and success stories.

Guest Blogging for Business

Brian Honigman

Más de Brian Honigman (15)

Periscope Pro Tips: How To Be Compelling With Livestreaming

How to Start Executing your B2B Content Strategy

Choosing the Right Channels & Content Types for your B2B Company

Generating Results from Promoted Pins on Pinterest

Why Publishing is the Fifth “P” of Marketing

Earning the Right to Promote Using Content Marketing

Why Content Marketers Should Double Down on Facebook in 2015

The Future of Social Media is Messaging Apps: How Do Brands Fit In?

How to Create a Sustainable and Engaging Email Newsletter

How to Develop a Content Marketing Rhythm: A Guide For Creating Consistently ...

The Results Driven Approach to Blogging

Tackling Content Marketing on a Budget

Why Most Startups Fail and How to Avoid the Same Fate

The Marketers Guide to Native Advertising

Guest Blogging for Business

Último

Analysis of Sineing Website and how to fix

DHARMENDER PRATAP

Kraft Mac and Cheese campaign presentation

tbatkhuu1

In the realm of archaeology and linguistics, few artifacts hold the mystique and historical significance of the Rosetta stone. This unassuming slab of black basalt, discovered in 1799 by French soldiers during Napoleon’s campaign in Egypt, has since become synonymous with deciphering ancient mysteries. The Rosetta Stone, named after the town near where it was found, stands as a remarkable testament to human ingenuity and the relentless pursuit of understanding.

Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx

elizabethella096

(Vivek)Call Us, 8448380779,Call girls in Delhi NCr – We Offer best in class call girls. escort Service At Affordable Price At low Rate with Space Night 8000 We Are One Of The Oldest Escort and Call girls Agencies in Delhi. You Will Find That Our Female Escorts Are Full Of Fun, Sexy And They Would Love Enjoy Your Company. We Have A Fantastic Selection Of Escort Ladies Available For In-Calls As Well As Out-Calls. Our Escorts Are Not Only Beautiful But All Have Great Personalities Making Them The Perfect Companion For Any Occasion. In-Call:- You Can Come At Our Place in Delhi Our place Which Is Very Clean Hygienic 100% safe Accommodation. Out-Call:- You have To Come Pick The Girl From My Place We Are Also Provide Door Step Services (Delhi Ncr, Noida, Gurgaon, Faridabad, Ghaziabad Note:- Pic Collectors Time Passers Bargainers Stay Away As We Respect The Value For Your Money Time And Expect The Same From You Hygienic:- Full Ac room And Clean Rooms Available In Hotel 24 * 7 Hourly In Delhi NCR More Details, With WhatsApp Number, +91-8448380779

BDSM⚡Call Girls in Sector 150 Noida Escorts >༒8448380779 Escort Service

Delhi Call girls

Elevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising

VikasYadav194549

Best 5 Graphics Designing Course In Chandigarh

hamitthakurdma01

Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf

Piyush Kumar

BDSM⚡Call Girls in Sector 19 Noida Escorts >༒8448380779 Escort Service

Delhi Call girls

Making small changes to your website's text for A/B tests often disappoints. Moreover, catering to diverse audiences presents its own set of hurdles. With AI capabilities like GPTs, you can tackle this challenge head-on. However, GPTs come with a blank canvas - it's up to you to define their style. In this enlightening session, Brian Massey, Managing Partner at Conversion Sciences, will unveil the secrets to crafting precise, testable, and compelling copy that speaks directly to your site's diverse prospects. Learn how to put these strategies to the test on your homepage, landing pages, or eCommerce product pages for maximum impact.

The Science of Landing Page Messaging.pdf

VWO

Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

Media Logic

Cash payment girl 9257726604 Hand ✋ to Hand over girl

Call girl Jaipur

BDSM⚡Call Girls in Sector 39 Noida Escorts Escorts >༒8448380779 Escort Service

Delhi Call girls

Tucked away in the rare book collection of Yale University’s Beinecke Rare Book & Manuscript Library lies one of the most enigmatic and captivating artifacts known to historians and cryptographers—the Voynich Manuscript. This ancient book, dating back to the 15th century, has baffled scholars, linguists, and codebreakers for centuries with its indecipherable script and mysterious illustrations. The Voynich Manuscript is not merely a relic of the past; it is a riddle waiting to be solved, a portal into a world of unknown knowledge and secrets.

Unlocking the Mystery of the Voynich Manuscript

elizabethella096

4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN

Cara Menggugurkan Kandungan 087776558899

The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

Search Engine Journal

Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

Labour Day Celebrating Workers and Their Contributions.pptx

elizabethella096

Alpha Media March 2024 Buyers Guide.pptx

Dave McCallum

BDSM⚡Call Girls in Sector 128 Noida Escorts >༒8448380779 Escort Service

Delhi Call girls

Busty Desi⚡Call Girls in Sector 49 Noida Escorts >༒8448380779 Escort Service

Delhi Call girls

Situation Analysis | Management Company.

DanielaQuiroz63