Content Strategy Insights Jeffrey A. "jam" McGuire: The Value Map Content Framework
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Apr 2, 2025 Jeffrey A. "jam" McGuire, a Partner at Open Strategy Partners, dives into the fascinating world of B2B technology marketing. He shares insights on the 'value map' framework designed to streamline product content for complex business scenarios. McGuire discusses simplifying technical messaging for diverse audiences and how personas can enhance marketing effectiveness. He emphasizes the role of storytelling in content strategy while advocating for collaborative efforts to craft compelling, empathetic technical content that resonates with both business and tech users.
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Drupal's Messaging Problem
- Tracy Evans, McGuire's co-founder, struggled to understand Drupal's value proposition as a non-technical user.
- Drupal's community homepage messaging, "community plumbing", was confusing and didn't resonate with business needs.
Apples-to-Oranges Comparison
- Comparing Drupal's feature list to Adobe's concise messaging highlighted the stark difference in communication approaches.
- While Drupal focused on technical features, Adobe emphasized business-friendly authoring, making comparison difficult.
Value Map for Comparison
- The value map framework helps compare products by clustering similar features.
- This allows apples-to-apples comparisons by grouping functionalities like "authoring experience."