_edited.png)
_edited.png)
Content is not a
marketing strategy
Problem
It's a collection of media and formats. When you put media before marketing, you get highly engaging, highly random acts of content with zero commercial outcomes.
Unprincipled marketing
Content pillars, programs, calendars... Content takes center stage while we neglect the marketing principles it should serve.
Random acts of content
Content lives fragmented across every marketing specialization and channel without direction, alignment, or accountability.
No commercial outcomes
Content accumulates likes, views, traffic, or downloads, but it doesn't build long-term brand recall or short-term sales efficiency.
.png)
Solution
Put the marketing
back in your content
Content pillars, calendars, programs, and strategies don't produce commercially effective content. Brand marketing and product marketing do.
Guiding principles
Brand marketing and product marketing give content clearly defined swim lanes, guiding principles, objectives, and goals.
Unified messaging
Brand marketing and product marketing work together to amplify positioning, messaging, narrative, and associations.
Commercial outcomes
Brand builds recall with out-market buyers. Product reduces friction for in-market buyers. Together, they drive growth today and tomorrow.
How it works
We don't set out to create the best content; we set out to create the best brand marketing and product marketing using content. Big difference.
Diagnosis
Growth stage, revenue targets, product lines, and roadmap all influence the balance between brand and product. So we start here.
• Business diagnosis
• Marketing maturity
• Roadmap review
• Gap analysis
• Goal setting
Associations
We help you define the network of brand and product associations we need to amplify so buyers know how you fit within their world.
• Positioning
• Messaging
• Narrative
• Buying triggers
Product marketing
We use rational education to frame your product(s) value differently for each segment so in-market buyers know why, what, and how to buy.
• Product/persona pages
• Sales enablement
• Go-to-market
• Product launches
• Case studies
Brand marketing
We use emotive brand messaging to make you memorable and category famous so future buyers think of you first when the move in-market.
• Organic campaigns
• Series production
• Linkedin organic
• Brand activations
• Brand ad campaigns
How it works
We work with clients on one, many, or all of the modules in our proprietary Marketing, Fast and Slow Framework below.
.png)
Work with us
Our most popular services.
.png)
Website product marketing sprints
First we do your product messaging. Then we turn messaging into website product marketing content (home, about, persona page, use cases, etc.) so your distinct value stops going unnoticed.
____________________________________________________
2-8 week sprints starting at $15,000
.png)
Sticky brand campaigns
Commercially viral, organic campaigns (e.g. product launches, brand campaigns, announcements) that reach across your entire category of buyers in a distinct and memorable way.
____________________________________________________
Starting at $10,000
.png)
3 month media engine builds
In 8-12 weeks, we'll craft your product and brand messaging, and build a sustainable media engine that reaches and influences out-market buyers so they think of you when they move in market.
____________________________________________________
3-month sprints starting at $15,000/mo
.png)
Messaging and narrative sprints
Product messaging (personas, features, use cases, capabilities, differentiation, alternatives) and brand messaging (narrative, point of view, universal relevance). Communicate with confidence.
____________________________________________________
4-week sprints starting at $12,000
Series production
We'll own full production of that one big, important program that you don’t have the time, skills, or resources to pull off on your own (e.g. university, template library, podcast, newsletter, series)
____________________________________________________
Starting at $5,000/mo
.png)
Advisement
Drew will join meetings, collab on strategy, and help you implement the right brand + product marketing decisions. Weekly calls. 24/7 Slack. Coaching and training. Creative direction.
____________________________________________________
Starting at $4,000/mo
How it works
We use brand marketing to create memorable associations so future buyers think of you when they move in-market. We use product marketing to turn those buyers into customers, fast.
.png)
.png)
How it works
We don't set out to create the best content; we set out to create the best brand marketing and product marketing. Big difference.
More sales today. More sales tomorrow.
We turn your website into a central hub for positioning and messaging so in-market buyers know what, why, and how to buy and go-to-market and sales know what, why, and how to sell.
%20(5).png)
Build recall with brand marketing
We use emotive campaigns and original media to sear memorable associations into the minds of future buyers so they think of you first when the move in-market.
%20(6).png)
Hi, Im Drew
I started Peanut Butter to help B2B companies put the marketing back in their content so it actually works. You work with me and our small team of designers, copywriters, and editors. Space is limited.
.png)
Work with us
Get all or some of the Peanut Butter playbook, depending on your needs.
Frequently asked questions
I started Peanut Butter because pitching innovative ideas within the org is like playing a game of political hot potato. Too much personal risk turns B2B marketing into dull, forgettable drivel. I loathe that. If people like my ideas and playbooks, they come straight to me at Peanut Butter. I don't have to skirt around my boss's ego or internally market our data-backed ideas for 12 months. Clients pre-qualify themselves. Together, we push B2B marketing forward.
It depends on the scope of our work. But everything is measurable. Yes, even brand marketing. Product launches, product page copy and messaging, brand recall... if we can measure it and report on it, we will.
I work directly with all of our clients. Though I have a small group of reliable contractors, I don't outsource your account to a junior brand marketer or product marketer. You get me. And there's only so many hours in the day, so I limit capacity to make sure everyone gets what they deserve and pay for.
Me (Drew) and small team of trusted contractors, editors, copywriters, designers, and developers depending on the scope of our partnership.
Because peanut butter is sticky and it spreads, and that's exactly what I intend on doing with your company: making you sticky in the minds of buyers and category famous. Plus peanut starts with a "P" and so does product marketing and butter starts with a "B" and so does brand marketing.
© 2024 by Peanut Butter Comms.