Case study: Content strategy to enable business model change

The following is a case study derived from working with a client: BizTrade, the Community-Powered Business Exchange.

PROBLEM: The client approached me because they were dramatically changing their business. For several years, they had worked in the highly competitive business brokerage industry, helping business owners who wanted to buy or sell a business. But they were changing to a community-driven model and were figuring out what it looked like, how it worked, and how to communicate it.

SOLUTION: First, we worked through how the business was changing and we created numerous information assets to communicate it to all parties — essentially communicating that the current business brokerage model was broken and that a new model was required. This work included press releases, web copy, and ebooks. Next, we worked through the business model itself and this went through numerous iterations before finally settling on the model you see today. My role throughout the process was to provide the assets to be used to inform and instruct key targets (including clients and related professionals) and to create content strategy that would feed this model with high-value business content to attract and engage users.

RELEVANCE TO THE BUSINESS DIAMOND FRAMEWORK: Content strategy is a key activity of the Business Diamond Framework. Each part of the Framework needs information assets to communicate to those outside of it. BizTrade’s Leadership Function Diamond needed content to keep stakeholders up to date. BizTrade’s Support Function Diamond needed content that would instruct users on how to buy memberships. And BizTrade’s Value-Add and To-Market Function Diamonds were the basis on which I created the content strategy that would move them out of their old business model into their new business model.

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.

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