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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.
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Unprinciple marketing
Content engines, 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.
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 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.
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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.
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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.
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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.
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Pricing
Four ways to work with us.
Frequently asked questions
We 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. We hate that. If people like our ideas and playbooks, they come straight to us at Peanut Butter. We don't have to skirt around our boss's ego or internally market our data-backed ideas for 12 months. They 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.
We work directly with all of our clients. Though we have a small group of reliable contractors, we don't outsource your account to a junior brand marketer or product marketer. You get us. And there's only so many hours in the day. So we limit capacity to make sure everyone client gets what they deserve and pay for.
Obaid and Drew. See above.
We could have called ourselves "B2B Marketing Pros" or "B2Brand" or some other forgettable, vanilla name. But we were hungry, and we were eating PB&J sandos. And suddenly we realized that product marketing starts with a "P" and brand marketing starts with a "B" and both combine to make STICKY marketing. And so the name was born.
© 2024 by Peanut Butter Comms.
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.