Bay Area Content Marketing

Presenter: Margie Agin, Founder and Chief Strategist, Centerboard Marketing.

Learn how to use a Value Proposition Canvas (VPC) as a structured framework to develop clear, differentiated messaging that becomes the source of thought leadership, campaign, and sales enablement content.

The goal of the Value Proposition Canvas is 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, the VPC acts as a shared guide to improve consistency and speeds content creation by avoiding endless review cycles and rework.

We’ll walk through 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.

You’ll learn:

• Who should be involved in creating a VPC
• How to structure VPC workshops and interactive exercises to unearth rich information and gain buy-in from stakeholders
• Examples of completed VPCs
• Examples of translating the “back of the kitchen” work to “front of house” by applying your VPC to website copy, sales decks, videos, and other content assets