Once you've clearly defined your competitive advantage, it's time to translate these core insights into optimized native content. Understanding your brand and story will give you the tools to choose the ideal channels for your content to live.

1. Choosing the
Right Channels &
Content Types
for Your B2B
Company
Part 1 of 4: Championing Content Marketing in a B2B Organizatio
PART 3 OF 4: Developing a B2B Content Strategy Series

2. I'm a Content Marketing Consultant
and CEO of Honigman Media.
HI!I’m Brian Honigman

3. Even if you have buy-in from
management, you’ll likely still find
your resources limiting.
MAKE DUE WITH
LIMITED FUNDS

4. USE INSIGHTS AS LEVERAGE
Make the most of your limited funds by using them wisely.

5. EVEN BEYONCE LIMITS HERSELF
She has tons of resources, but still benefits from leveraging insights.
Check out this presentation!!

6. HOW DO I LEVERAGE
MY INSIGHTS?
“

7. ANSWER THE
FOLLOWING QUESTIONS:
1) What content types should we use?
2) Which channels should we invest in?

8. 1) What content types should we use? 2) Which channels should we invest in?
USE THE INSIGHTS FROM THE
EXERCISES IN PART 2

9. 1) What content types should we use?
+

10. …
INTROSPECTABOUTYOUR BRAND…

11. …TO DISCOVER THE BEST
CONTENT TYPE FOR YOU.

12. CANVA TOOK THEIR
MISSION TO DEMOCRATIZE
DESIGN…

13. …AND USED THAT MISSION TO
INFORM THE TYPE OF CONTENT
THEY WOULD PURSUE.
(Canva Design School)

14. 2) Which channels should we invest in?
+

15. CLOSELY STUDYYOUR AUDIENCE…

16. …TO DISCOVER THE BEST
CHANNEL FOR YOU.

17. GOLDMAN SACHS UNDERSTOOD THAT
THEIR AUDIENCE WAS BUSY AND
INTERESTED IN BIG IDEAS…

18. …AND USED THAT INSIGHT TO
CREATE A THOUGHT-LEADERSHIP
PODCAST.
(Exchanges at Goldman Sachs)

19. MAERSK SAW THAT THEIR AUDIENCE
WANTED THE BEST IDEAS REGARDING
THEIR SPECIFIC NICHE…

20. …SO THEY CREATED AN OPEN EXPERT
FORUM TO DISCUSS THE INDUSTRY AT
LARGE
(Maersk Expert Blogs)

21. EACH OF THESE COMPANIES LEVERAGED A
SPECIFIC INSIGHT TO MAKE AN INFORMED
DECISION ABOUT THEIR CONTENT

22. NO MATTER HOW BIG OR SMALL
YOUR BUDGET IS, REMEMBER THE
FAMOUS MAXIM…

23. “Knowledge is power.
–Francis Bacon

24. CHECK OUT THE OTHER INSTALLMENTS IN THIS SERIES!
LIKE THIS DECK?
PART 1 PART 4
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PART 2

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THANKS FOR READING!
KEEP IN TOUCH!