So many brands flounder when it comes to content marketing because they lack focus. They lean toward wanting to say and do everything instead of going back to basics and starting with a clear structure backed by simple principles.

Here’s one example of “focus decks” I’ve done to help brands cut through the clutter by laying a clear foundation to guide strategy. They follow the three pillars (narrative, experience, and education), address the key relationships the business needs to build for success, and offer a high-level strategy to support them.

And it never hurts to remind brands that…

• Curiosity might win a click, but a narrative can win a lifetime.
• An experience is not a result. It is a process.
• Hard work is only labor. But education is growth.

Although this is just one brand example, the principles and structure can apply to countless brands.