Business Model Canvas (BMC)- A new venture concept
A-Z of Content Marketing B is for Business
1. A – Z of
CONTENT
MARKETING
B is for
Business
mcm2, Nantwich, Cheshire - www.mcm2.co.uk
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2. This is the 2nd in a 26 long series of presentations –
hopefully it will give you a good breakdown of content
marketing.
If you missed A is for Audience, then you can of course
find it pretty easily on slideshare.
The idea is to give people a really good view of content
marketing, how it works, how to do it, and probably the
most important to everyone what the benefit is for your
business.
We know that done well, content marketing can
generate high quality leads, traffic and business, over an
extended period.
The trouble is that done badly, it can be an all
consuming waste of time.
We all need to know how to do more great content
marketing, and less rubbish.
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3. So B is for Business. Audience
Your customers, a wild and
wonderful bunch, are made up of
unique individuals, and so is your
business.
Business Confidential mcm2
4. So, how to we get the two to Audience
work together? We need to
understand our own business
so that we can communicate
with our audience, without
making us faceless and boring.
Business Confidential mcm2
5. It’s really important if we are going to make
Sue in content marketing work, that we retain our
Sales, loves
Nanci individual personalities, that we are not just
Griffith
a faceless business. No one loves a faceless
business.
Dave in
accounts –
wears
women’s We need to retain our individuality, to
clothes
retain our personality.
People buy from people and in the end that
is why we are doing content marketing – to
sell stuff
Pete likes
transformers
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6. Remember your Content Strategy sits here.
What they
What you need to
need to tell know
people
Business Audience
What you What they
want to tell want to
people hear
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7. Your Content Strategy sits here.
What they
Your strategy sits where the
needs and wants of your
What you need to
need to needs
business overlap the tell know
and wants of your
people
audience.
Business Audience
We discussed you Audience
What the What they
want to tell
in the first presentation, the want to
next step is to talk about
people hear
the business
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8. Your Content Strategy sits here.
What they
If what you are doing is not
What you need to
firmly based on what your
need to tell know
business needs and wants
people to tell people, then it
Business Audience
cannot serve any long term
What you
purpose. Marketing that is
What they
not based on what the
want to tell want to
business needs is marketing
people hear toss!
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9. Your Content Strategy sits here.
But to recap – just in case
you don’t want to look at
the other presentation -If What they
what you are doing is not
What you
based on what the
need to
need to tell
audience wants to know
people
hear, then what is the
Business point? Audience
TheyWhat you
won’t engage, they What they
wont listen and they wont
want to tell
bother to buy from you. want to
people
Why should they? hear
There is no emotional
engagement
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10. So, since B is for Business, lets talk about that.
We go through a simple process to work out
what to do
• Who are we?
• What do we stand for?
• What makes us different?
• How do we explain ourselves?
• What do we want to talk about?
• What do we have to talk about?
• What are we excited by?
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11. Who are we?
Who do we stand for?
What makes us
How do we explain different?
ourselves
What do we What do we have
want to talk to talk about?
about?
What are we excited
about?
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12. Who are we? – what are the Name – what do people call us
facts of our business?
Brands – what are they?
Products – so what are we actually
selling? And what are the reasons to
What do we actually want people believe in our products
to do, and how do they do it. So
factually how to people interface
with us? Where are we? And so what is our
main language?
Products – what do
How long have we been
they actually do? (not
established – are we a well
as obvious as it
established brand, or a start up –
sounds
where are we in our lifecycle?
Where can I get all the data and
technical information about my
products and brands
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13. What is our company culture?
Who do we stand for? – as a
What are our brand values, and which of company an organisation –
these is our drop dead value. So what what are our public values
would we go up against the wall to
protect?
and what are our real
values, the ones that sit
What is the emotional response beneath the surface?
we want our audience to
experience?
What is the emotional
response we want our
employees to
experience when they
work for us?
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14. What is the one line statement – We are
XXYY and we do…….?
How do we explain
ourselves? What is our thirty second handshake? You
Three key elements meet someone at a party and they ask
you what your company does? So what do
to this…. you say? – Explain your company in under
30 seconds?
What is our 3 minute presentation? You
have to stand up in front of 400 people
and present your company in 3
minutes, what would you say?
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15. Our market – what is going
Safety issues? How to use our products?
on?
Specification of our products? Company information
Warranties?
What do we have
to talk about?
What is mandatory
– so what do our
customers actually
need to know?
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16. Ok, given a free reign, now is the time to get
a bit creative. What do we want to tell the
audience, what do we want to make them
feel?
Create a mind map and brainstorm
everything that you could talk about? What
can you own? What areas of the market are
yours to discuss?
What do we
want to talk
about?
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17. There is nothing worse than creating boring content. If you are bored, then so will your audience be, and you
don’t want that. Obviously not everyone’s product range is as exciting as everyone else's, but still we are far
better finding the things that excite us.
So is there something about your company that really excites you?
Is Dave in accounts really excited about the figures?
Is Pete on the factory line obsessive about the size of his nuts?
Does Val in marketing love pay per click?
Does Gwen the MD spend her weekends mountain biking?
So, either they should be the ones doing the content for you, or are there ways to turn what people are
interested in into content you can use, through comparisons, metaphors, or direct links?
What are we excited
about?
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18. Who are we?
Who do we stand for?
What makes us
How do we explain different?
ourselves
What do we What do we have
want to talk to talk about?
about?
So, take all this information
and start to produce a view
of what your company wants What are we excited
to talk about, and needs to about?
talk about and how you can
actually use that to create
engagement with your
audience.
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19. Once you have a view of your
company and your audience you
can start to formulate your
strategy. You start to look at
what you are going to do to
engage your audience.
If you don’t look at your business
then it is highly likely that your
strategy will not really do
anything, it will the a great
example of marketing toss, done
for your own sake, not that of
your business.
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20. Your strategy has to sit here, so it has to serve your
business and your audience.
What they
What you need to
need to tell know
people
Business Audience
What you What they
want to tell want to
people hear
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21. Remember;
If you always do what you've
always done you will always get
what you've always got.
Unless things change.
The world of marketing has
changed and we need to change
with it.
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22. If you want to find out more about how
we believe content marketing can
help, and how it should be done, visit
our blog on www.mcm2.co.uk/blog.
We would really like to know what you
think, so email us on
martin@mcm2.co.uk
We also have a quick test to see how
good your content strategy is at -
http://www.mcm2.co.uk/test
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