Laurent Bouty

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




Le Marché dans le Marketing Canvas

Le Marché dans le Marketing Canvas

Dans l’enthousiasme de travailler sur sa stratégie marketing, on se précipite souvent et oublie l’importance de ce que je considère comme la première étape: la compréhension du marché dans lequel nous allons opérer (startup) ou nous opérons déjà (entreprise existante). Il y a 3 questions importantes à se poser lorsqu’on analyse le marché. C’est questions sont: …

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 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.

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.

MosCOW Rules For Setting Marketing Priorities

Bill Hartman proposes the MoSCoW mode for helping Designers to set creative priorities but it works for all new initiatives basically like requirements, new experiences or new products. MoSCoW is a technique for helping to understand priorities.

Future of Marketing is Love (by Mark Schaefer)

Future of Marketing Is Love

Future of Marketing Is Love

Interesting article from Mark Schaefer on Marketing and Love.

In a world of Infinite Segmentation where Brand building is out of control, all you need is love. People want to be acknowledged … and loved … more than anything. The vast technological opportunities at our doorstep are the way we can scale love.

The Marketing Canvas could help you navigating in this hyper-empowered consumer world! Don't know the canvas, discover it here.

How to Assess your Marketing Situation With the Marketing Canvas?

How to Assess your Marketing Situation With the Marketing Canvas?

One clear objective of the Marketing Canvas is to facilitate debate and discussion around a clear strategic challenge question. Most of the specialists of the leadership topic agree that one of the key reason why strategy is failing is because the decision that has to be made is unclear! When you do the strategic marketing exercise, you need to be crystal clear about which question you are trying to answer.

Interview by Scott King

Interview by Scott King

In this episode, Laurent and Scott talk about overcoming marketing complexities and the risks involved in growth marketing. We touch on influencer marketing, artificial intelligence and questions his students ask him about marketing evolution.

AI is Changing Marketing

Excellent article from Andrew Stephen on Forbes about Artificial Intelligence and how it is changing Marketing. 4 main highlights (extracted from the article I invite you to read)

Quatrième révolution industrielle : comment s’imposer ?

Quatrième révolution industrielle : comment s’imposer ?

Changement de croissance, évolution des attentes, multiplication de la concurrence… Nous sommes au cœur d’une quatrième révolution industrielle qui oblige l’entrepreneur à revoir en profondeur sa copie. 

Comment créer de la croissance dans la troisième révolution industrielle?

Comment créer de la croissance dans la troisième révolution industrielle?

Changement de croissance, évolution des attentes, multiplication de la concurrence… Nous sommes au cœur d’une quatrième révolution industrielle qui oblige l’entrepreneur à revoir en profondeur sa copie. Laurent Bouty décrypte pour nous cette nouvelle révolution et les stratégies à adopter pour s’y imposer.