The Easy Mode Framework, Part 2: Purpose

In the first episode of our Easy Mode Framework, we discussed Idea-Driven Content and the mindset shift it brings in order to answer the question, "how do you make good content?"
In part two of the framework, we are covering what we call the Content Journey. Understanding the fundamentals of the content journey will help you answer the question, "what is the purpose of my content?" (hint: brand awareness is not a purpose)
Here's how we map out the three main purposes of any good content:
1. Top-Down Strategic Narrative:
Without a strategic narrative, the rest of your content will never reach its maximum potential. You'll always be a "me-too" brand if you don't have a unique POV on the market. This type of content is geared towards executive decision-makers and pushed down through the rest of the org.
2. Middle-out Implementation:
Once you get buy-in at the narrative level, there's a level below that has to implement that change. This is your tactical how-to content that allows teams to be successful implementing your strategy.
3. Bottom-up Evangelism:
This is where B2B gets to really step out of the boring stuff. This content takes your strategic, top-down narrative and adds in storytelling and entertainment value. The goal of this content is to target the end users of your product and evangelize them. This is the content that makes current users die-hard fans and turns non-users into aspiring users. This is where you win in established categories where products are more commoditized.