Article (EN)

Marketing Canvas - Content & Stories

In a nutshell

Content is the new currency and stories are the art of delivering it. Storytelling has become a crucial component of the most successful marketing campaigns and a key component of inbound marketing (Hubspot). Nowadays, in the attention economy, stories and content are key for creating compelling and engaging strategies for Brand.

Introduction

CONTENT STORIES is a dimension in the Marketing Canvas. It is part of the conversation category with LISTENING, MEDIA and INFLUENCERS. When assessing and building your Marketing Strategy, it is a key component as it helps your brand to inspire your customers with relevant and memorable information on you, your products and how it helps people.

Content

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Stories

Good stories are (from Hubspot) …

  • … entertaining. Good stories keep the reader engaged and interested in what’s coming next.

  • … educational. Good stories spark curiosity and add to the reader’s knowledge bank.

  • … universal. Good stories are relatable to all readers and tap into emotions and experiences that most people undergo.

  • … organised. Good stories follow a succinct organisation that helps convey the core message and helps readers absorb it.

  • … memorable. Whether through inspiration, scandal, or huumor, good stories stick in the reader’s mind.

Resources




Hack: Marketing Canvas and Triple Bottom Line

As Marketers, we are not excused for being complaisant with the world around us. It should have been always the case but today the situation is so critical that we need to take action.

REVISIT STEP 2 - SET YOUR GOAL

The original approach at Step 2 was profit oriented. Indeed, during this step, we recommend to set a financial goal (revenue) before starting step 3 which is the assessment.

The triple bottom line approach (wikipedia) as proposed by John Elkington consists of extending the bottom line concept with sustainable elements. In addition to Profit, Elkington proposed to add Planet and People. The Marketing Canvas Method can be easily hacked for integrating the Triple Bottom Line concept by simply changing the way Goals are set during step 2.

HOW?

At Step 2, you can define goal for Profit (original approach) but also goal for Planet and People. It is not fully clear for me whether a standard framework exists with clear KPIs linking Marketing Strategy and Planet/People elements. You can chose the goals that would specifically work for you when discussing Planet and People topics. Based on a very quick desk research, I identified few topics that could be used for defining objectives for Planet and People. It would be interesting to have your point of views and make this list more robust. Don’t hesitate to comment this post.

LIST OF GOALS FOR PEOPLE AND PLANET

  • Energy Management: How could you reduce your energy consumption and use more renewable energy when executing your marketing strategy? Goal?

  • Resource Management: How could you make use of resources for your marketing strategy in such a way that our next generation or in future there are no effects on the resource? Goal?

  • Waste Management: How could you collect, transport, process or dispose of, manage and monitor various waste materials generated by your marketing strategy? Goal?

  • Employee Welfare: How could you reinforce employee welfare when executing your marketing strategy? Goal?

  • Fair Trade: How could you reinforce fairness in your marketing strategy through dialogue, transparency and respect, that seeks greater equity in international trade? Goal?

  • Cause Marketing: How can you better the society while executing your marketing strategy? Goal?

PROCESS

When you have defined these goals (e.g. CO2), you can apply the Marketing Canvas Method for assessing your current situation (STEP 3). Let’s take 2 examples from the 24 dimensions.:

  • JOB TO BE DONE (CUSTOMERS): Is the knowledge of your customers’ job to be done helping you from achieving your goals?

  • FEATURES (VALUE PROPOSITION): Are the features of your value proposition helping you achieve your goals?

By asking these questions, you have interesting discussions about your current ability to achieve these goals (like CO2) or not (Brake or Accelerator).

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Marketing Canvas Method and Triple Bottom Line

Marketing Canvas Method and Triple Bottom Line

Marketing Canvas - Market and Economic Value

Economic value can be described as a measure of the benefit from a good or service to an economic agent. It is typically measured in units of currency. Another interpretation is that economic value represents the maximum amount of money an agent is willing and able to pay for a good or service.

6 simple principles for your marketing strategy

6 simple principles for your marketing strategy

6 simple principles that could help you when working on your Marketing Strategy. Some companies are trying to be perfect before moving to step 4. While we should always do our best at step 1-3, I believe the most important are 4-6.

Marketing Strategy for Millennials from Marketing Cloud

Marketing Strategy for Millennials from Marketing Cloud

Interesting Infographic from Marketing Cloud proposing 5 steps to creating your Marketing Strategy for Millennials. As you might have noticed, I am advocating the use of the Marketing Canvas for designing your Marketing Strategy. Let's check whether these steps fit into the process?

3 Cs in a Digital World

Interesting article from Roland Berger Consultants about Sales in a Digital World. Their thesis is that you need to master 3 Cs if you want to have a voice in this new world:

  1. Develop the Customer Base: It is definitely in line with what I am preaching. You should not only focus on acquisition but also on stimulation and retention. The CLV dimension of the Marketing Canvas is telling you how much you perform versus your ambition;
  2. Orchestrate the Channel: I also agree but I would extend this to Orchestrate the Customer Journey as it is much broader than channel and it is integrating elements like Brand experience, touch-points, emotions and wow moments.
  3. Manage the complexity: it is maybe fluffy as notion. We all know that we should manage the complexity, the question is how should I do that. One possible answer is in the article when they discussed centralisation. I think the key element there is to automate your processes (BPM, scripting, algorithms, ...) in order to reduce the chaos and uncertainty. but don't forget to keep the human part.

Source: Roland Berger, Think Act, The digital future of B2B sales

Marketing Canvas, some tips about the process

Canvas works really well if:

  1. Start with a clear ambition, S.M.A.R.T. and linked with the finance. One of the usual mistake when doing a marketing strategy exercise is to not properly link the marketing actions with the financial consequences. In the Marketing Canvas exercise, we genuinely start from the financial ambition for addressing this issue. This ambition is about growth and thus the canvas is about growth hacking your marketing strategy.
  2. Start with a clear persona representing a customer cluster sharing the same Job To Be Done (problem to be solved by your offer). It could happen that you can't achieve your ambition with your current persona/segment (in classical strategy, it corresponds to a cash cow or a future dog). If it is the case you should consider another segment with another job to be done.
  3. Assess the current situation of your marketing mix by asking the 28 questions as defined in the canvas. Define clearly if each dimension TODAY is helping you to achieve your ambition (it is an accelerator) or is not (then we define this dimension as a brake). Do this exercise in team as it will create a shared understanding of the situation and support your answers with facts. 
  4. Backward thinking is a very powerful way of finding solutions to any problem. In this process, try to visualise/imagine how dimension(s) defined as BRAKES would look like if they would help you with your ambition. What is different? Could you describe it? Does it really help with your ambition? If yes, then you have one idea of potential solutions. Find as many ideas as possible.
  5. Having generated plenty of ideas (some could even be yellow ideas aka impossible ideas), you should prioritise it in order to finalise your preferred vision of this future where your ambition is achieved. What are the actions you should do to transform this future into a reality: Start Doing, Stop Doing, Do More, Do Less, Simplify, Magnify? Brainstorm as a team and list all actions.
  6. You now have identified all actions for building your future but you have to organise it into a comprehensive and feasible roadmap. Some actions are low hanging fruits while others require more time and effort. One way to do this is to use these 2 criteria: contribution to the ambition and effort. Congratulations, you now have a roadmap and a marketing strategy.

Laurent-Bouty-Marketing-Canvas-Process-6-Steps.jpeg

New Business Models in a Digital Future

In a world strongly influenced by new technologies, new business models are emerging for brands. We usually defined this new world as a digital world but what digital really means? In this presentation, I explore the impact of digital and propose some recommandations that could help defining new ways of creating and capturing value.

Questions you should ask with the Marketing Canvas

Questions you should ask with the Marketing Canvas

Marketing canvas is an easy yet powerful tool you can use for assessing your Marketing Strategy. It works for small and very large companies. It can be used by novices or experts. A list of key questions to be asked can be found in this article. Enjoy!

Why you need a bold question for your Marketing Strategy?

What is the best way to start defining the marketing strategy of your company, business or activity? My proposal is to start with a bold strategic question! Why?

Resources for Course on Customer Experience

Resources for Course on Customer Experience

List of resources (books, articles, video, website) that I recommend you to visit if you are interested in the Customer Experience topic. I am using these resources during my classes @SolvayBrusselsSchool and during workshops.

Marketers, You Should Unlock The Next Decade

As CMOs gain more power in the boardroom — and over technology spend — it will be critical that they understand the factors that drive success.

Marketing Canvas - Job To Be Done

Marketing Canvas - Job To Be Done

Job To Be Done is the first concept you should explore in the Marketing Canvas. It is under the Customer category. It helps you to understand if you really know the people that are buying/using or might buy/use your products and services.

We are entering in a new world, Are you ready?

We are entering in a new world, Are you ready?

Some inspirations for helping you to understand that the world of tomorrow will CERTAINLY NOT be like today. 3rd industrial revolution, 4th industrial revolution, industry 4.0, World in 2050

How To Define Your Commercial Plan for Your Startup with Marketing Canvas?

When you work on your commercial strategy for your startup, you can facilitate this conversation with using the Marketing Canvas (more on the canvas here). Please find below 10 steps you should follow:

  1. What is your goal? Big Idea? Define a question that will clarify your projected future like How can we achieve 1M€ after one year of operation? How can we generate 5% growth next year? How can we differentiate our brand in a digital world where predictive technologies driven by AI will become a standard?

  2. What is the problem you are trying to solve? Clarify the job to be done for your customers.

  3. Who is our buyer and user? Define your persona.

  4. If not you who else? Define the category where you are playing and what are the alternatives for your buyer.

  5. How do you want to be remembered? What people will say about you? Your BRAND

  6. What is your answer to the problem your buyer has? What is your value proposition? Do you have USP, ESP, Clear Pricing and Proofs?

  7. What experience people will have with you? Will it generate sales and engagement? JOURNEY

  8. How do you discuss with your buyer? Do you have conversations? Do you listen? Do you have content, stories, influencers? Which media do you use?

  9. Does it make any financial sense? What is your Marketing Budget and Revenue?

  10. If you don't think it all works, iterate one more time

Use the canvas and answer to these questions using all dimension while asking the same question:

Will my .... help me to achieve my goal?

RED: Not at all; GREEN: Definitely

Visualise your Commercial Strategy on Marketing Canvas

Visualise your Commercial Strategy on Marketing Canvas

RED dimension must be reviewed or mitigated because that are not helping you to achieve your goal.

Interested in the Marketing Canvas, you can find more information here