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How to Create Differentiated Messaging

Presenter: Margie Agin, Founder and Chief Strategist, Centerboard Marketing. Learn how to develop clear, differentiated messaging that becomes the source of thought leadership, campaign, and sales enablement content. Margie introduces a framework to ground content creation in a rich understanding of customers’ pains, jobs-to-be-done, and desired outcomes. The framework allows you to pressure test your assumptions and confirm if you’re communicating the value of your product or service in a way that resonates with customers. Once completed, it acts as a shared guide to improve consistency and speeds content creation by avoiding endless review cycles and rework. Margie details how marketers can leverage this framework to align stakeholders in a systematic way, uncover proof points and success stories, and proactively identify any gaps or mismatches that can derail success. 00:00 Introduction 04:43 What Is A Value Proposition? 13:54 The Value Proposition Canvas 30:01 Connecting The Dots in The Canvas 40:33 Turning (Canvas) Responses Into Content