A simple framework to dramatically improve your content marketing

From the early responses to the our 2015 industry survey, it’s clear that many of you are prioritising content this year.

Given content is clearly an area of marketing priority for many of you in 2015, we wanted to provide a quick resource to help you get going and stay on track.

So, I’m going to quickly introduce you to our one page thought leadership framework (see below). I don’t think I’m overselling to say that using this framework will make a dramatic difference in the quality and consistency of the content you produce.

TL framework

We use this framework internally with every client we work with. The brevity is its strength. Because you have such limited space, you’ve got no choice but to focus on what really matters. That’s great – because it’s about all your clients/prospects will remember in any case.

Because it’s just one page, it’s easy for you to refer back to the framework every time you start writing (stick it on the wall!). It’s also good for keeping your strong and differentiating opinions consistent if you’ve got multiple content creators.

FAQ on using the Thought Leadership Framework

If you’re planning on using the framework to laser focus your positioning, this quick FAQ might be useful…

1. What do you mean by “head-in-hands” problem?

Right before a customer gets on the phone to you, they’re thinking:
“________________ is a real problem for us. We have to fix it, right now. I know! I’ll call << Test First Name >>”.
What goes in the gap above? That’s your “head-in-hands” problem.

2. How do I know if an opinion is differentiating or not?

You’re in a conversation with three of your competitors (perhaps you’re at the buffet at a HR conference) and they’re all disagreeing with you. What did you just say? That’s a meaningful differentiating opinion.

Differentiating opinions are so powerful because they make you stand out vs your competitors. If you want to be a thought leader, it’s critical to have differentiating opinions. They’re the difference between being a thought leader and a thought follower.

3. The space for what I’m an expert in is too small, can I use a separate sheet?

No… The very simple trade-off is: More words = Less rememberability. It’s a small space for a very good reason☺


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