Don’t play it safe with your content POV

The Proof Point

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Added one year ago

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Worth Knowing with Bonnie Habyan

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#11: From OJ Simpson Case to Best Selling Author - Marcia Clark Shares Latest Real Crime Book Release and How Resilience Is Key to Success and Reinvention 34:35

14 days ago34:35

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Marcia Clark, best known as the lead prosecutor in the O.J. Simpson trial, has become a trailblazer for women in law and beyond. Her journey from courtroom to bestselling author reflects her resilience and determination to redefine herself amidst intense public scrutiny. On this episode of Worth Knowing, Clark dives into her latest book, *Trial by Ambush*, which examines the 1953 Barbara Graham case—a story that highlights gender bias, media sensationalism, and the notion that all cases are subject to societal, cultural, and political winds. Clark shares how her experiences during the Simpson trial shaped her perspective on societal pressures and the role of women in high-stakes professions. Her reflections on how media, forensic science, and legal practices have evolved over decades offer valuable insights into the intersection of law and culture. This conversation is a compelling exploration of true crime, personal growth, and how Clark’s groundbreaking career continues to inspire a new generation of women to challenge norms and forge their own paths. Marcia Clark is a bestselling author and a criminal lawyer who began her career in law as a criminal defense attorney and went on to become a prosecutor in the L.A. District Attorney's Office in 1981. She spent ten years in the Special Trials Unit, where she handled a number of high-profile cases, including the prosecution of stalker/murderer Robert Bardo, whose conviction for the murder of actress Rebecca Schaeffer resulted in legislation that offered victims better protection from stalkers as well as increased punishment for the offenders. She was lead prosecutor for the O.J. Simpson murder trial. In May of 1997 her book on the Simpson case, "Without a Doubt," was published and reached #1 on the New York Times, Wall St. Journal, Washington Post, Los Angeles Times, and Publishers Weekly bestsellers lists. In February 2016, Clark re-released the book with a new foreword. Resources Sign up for the Worth Knowing LinkedIn Newsletter to stay up to date: https://www.linkedin.com/newsletters/worth-knowing-7236433935503618048/ Follow Bonnie on LinkedIn: https://www.linkedin.com/in/bonnie-habyan/ Go to the Worth Knowing website: https://www.worthknowing.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…

about a year ago 50:06

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The TL;DR

Struggling with "checkbox marketing" and creating content that actually connects with your audience?

Mark Huber (UserEvidence), Brendan Hufford (Growth Sprints), Jess Cook (Island), and Brooklin Nash (Beam Content) break down building a content POV that resonates.

What’s working in B2B marketing:
PURPOSE-DRIVEN CONTENT
Creating a POV that focuses on solving real customer problems, not just pushing your product, builds lasting trust and engagement. Don’t create content that just pushes your product.

What’s not working in B2B marketing:
STICKING TO A CONTENT CHECKLIST Relying on the same old content formats and routines without a clear, compelling POV is causing teams to miss out on real engagement. It’s time to move past "checkbox marketing" and create content that truly matters.

Key takeaways:

Go beyond checkbox marketing: It's not about doing everything on the list. Instead, focus on creating purposeful content that solves real problems. Checking boxes won’t position your brand as a trusted partner, but creating content with intention will.
Strong POVs drive engagement: When your POV is clear and speaks to your audience's challenges, it drives engagement and builds trust. Those long-term relationships then create more lasting value.
Solve problems, not just pitch products: Your content shouldn’t always be about your product. When you lead with the problem your audience is facing, you open up more opportunities to build genuine connections.
Leadership buy-in is critical: Getting leadership aligned with a content strategy that goes beyond metrics is crucial. When leadership trusts in the long-term vision, it’s easier to step away from safe, metrics-driven content.
Listen to your audience first: The best content starts with understanding your audience. Whether through direct feedback or collaboration with internal teams, insights from your audience guide the way to more relevant and impactful content.

Things to listen for:
(00:00) Introduction
(01:10) Why B2B marketing teams play it safe
(03:06) The problem with checkbox marketing
(05:48) Developing a POV with clear imperatives
(11:34) How a focused message attracts the right audience
(13:24) Balancing high-level concepts and tactical insights
(17:49) Top-down vs. bottom-up approaches to content strategy
(34:16) Building your POV around customer insights
(37:22) Driving cross-team content with a unified strategy
(40:01) Breaking content into key themes and pillars
(46:37) Standing out in a crowded market with distinct messaging
(48:37) Final thoughts on crafting impactful content

32 episodes

#Business #Marketing #Mark Huber and Kevin Young