Last week we spent time with Brendan Hufford, a Content Strategist and Founder of Growth Sprints. He has done an excellent job of developing a foundation to build and assess "good" GTM content.

Here are two (of many) highlights from our discussion that you can use.

1. Content IP

2. Contextual Naming

Content IP Framework

Purpose: Create a focused and consistent content strategy that reinforces your unique value.

Steps:

1. Define the Core Problem: Identify the main problem your content will address.

2. Name it: Develop a short name that captures the converging forces creating the challenge. Brendan's examples; "Quiet Quitting" or "The Great Resignation."

3. Develop Key Content Types:

   • Problem Awareness: Regularly discuss the problem.

   • Roadblock Discussion: Address common obstacles preventing solutions.

   • Template Provision: Provide practical tools or frameworks.

   • Customer Success Stories: Share real-world examples.

   • External Solutions: Explore how others solve similar problems.

4. Maintain Consistency: Ensure these content types are consistently represented across all channels.

5. Evaluate and Adjust: Regularly assess the effectiveness of your content and make adjustments as needed.

The "IP" is for Intellectual Property. By honing in on a rigorously defined ICP, you will be able to identify the converging environmental factors, often nuanced, that are the root cause of the problem your product solves. Once you give a name to this problem, you have created "IP."

Conceptual Naming

More detail on "Naming" the problem

Purpose: Build authority and trust by naming common problems your audience experiences but have not yet articulated in a few words.

Steps:

1. Identify a Common Problem: Pinpoint an issue that your target audience frequently experiences but hasn’t been clearly named.

2. Create a Memorable Name: Develop a concise, catchy name for this problem.

3. Promote the Name: Consistently use and promote this name across your marketing channels.

4. Build Content Around It: Create content that explains, explores, and addresses this problem, reinforcing your authority.

Instead of spending significant resources on "Category Creation," Lower Middle Market companies will have far more success "Naming the Problem," because it is a more pragmatic way to utilize scarce resources.

The breakthrough is real. Bring your GTM team together (Product, Marketing, Sales, CS) and work through the exercise of naming the problem. The clarity it will bring your team is immediately impactful.

Until next week!