I cofounded Morning Brew in 2015. Since then, the content landscape has transformed into an even more competitive arena. The cost of paid acquisition has skyrocketed. Content differentiation has become harder than ever, especially when AI can write generic posts in seconds.
The result is a sea of sameness — 101-level blog posts, cringy trade show booths, outreach emails offering free AirPods if you listen to a pitch, and aggressive marketing drip campaigns.
So, how can you stand out in a world of limited attention and high demand? Marketing teams need to build trust and provide their audience content with real value. You can make that happen with an ICP-focused content demand engine.
I’ll explain the exact process we run at my new business, storyarb, to build audience, establish trust, and drive demand for high-growth B2B businesses.
How to Craft a Content Demand Engine
Step 1: Define your market of one.
Start by asking yourself, who is your market of one? This is similar to your ideal customer profile (ICP), but even more specific. Envision a real, individual person who needs the product or service that your company offers. Then ask:
- What are their needs?
- What challenges do they face?
- How can you provide them with something truly valuable?
As the chairman of storyarb, my market of one is Bruno Estrella, head of marketing at software company Clay. When I write our content, I think about what topics would be interesting to Bruno and what he needs to know to advance in his role.
Step 2: Find the smartest people in your industry.
Once you’ve worked to understand your market of one, it’s time to start thinking about who that person might want to learn from. Ask yourself, who are the smartest people in your industry? Who are the subject matter experts, or SMEs, whose advice would be most valuable to potential customers?
If you’re not sure where to get started, I’ve found that there are four common types…
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