The next era of marketing begins with reorientation.
For marketing strategies to succeed today, your content needs to do two things simultaneously:
- Win the business of customers actively in the market for solutions today
- Maintain strong associations with customers not currently in the market
The reason for this dual imperative is simple: 9 out of 10 times customers choose solutions that maintained associates with key category entry points — the triggers that prompt them to consider products and services.
B2B decision-makers are slowly starting accept this reality. And Content Reorientation aims to secure content practitioners and strategist a place in this new future.
Brass Tacks
Content marketing needs a reset.
Executive buy-in for content is at an all-time high today. This should be great news… but it’s not.
Regrettably, what executives have bought into is a myth — a myth that content should deliver instant results, as if customers read a blog post then purchase the product or sign up for a demo (spoiler: that rarely happens, if ever).
Content Reorientation is an opportunity to break the cycle and reestablish the role of content in marketing once and for all.
6-Weeks Programming
Structured weekly modules that build your foundation in strategic content, from audience research to format development. Each week compounds on prior learnings to reshape how you approach content.
Peer Collaboration
Work alongside other content leaders facing similar challenges. Share experiences, workshop solutions, and develop frameworks together that challenge the ‘content = instant sales’ mindset.
Interactive Sessions
Intimate live lectures and workshops that offer personalized attention and care. Ask questions, participate in guided exercises, and rebuild your approach through direct expert feedback.
Library Access
Comprehensive collection of guides, templates, and more that augment and complement interactive sessions. Reference these materials anytime, anywhere for one year.
Private Community
Connect with a curated group of content leaders who understand the need for strategic patience. Build relationships that extend beyond the program through shared experiences.
Career Development
(Optional) Develop the strategic thinking and communication skills needed to educate stakeholders about realistic content outcomes and defend your long-term content vision.
Misfit Marketing
Meet your mischievous instructor.
Content Reorientation is taught by Ronnie Higgins — the founder of Neutral Ground Labs, a research-focused marketing strategy consultancy. Before building and running content programs at Eventbrite, Udemy, Hopin, and many other notable brands, Ronnie worked in music, events, film, and television.
Through his work, his Marketing Under The Influence newsletter, and the Content Reorientation course, Ronnie is on a relentless mission to unf*ck B2B marketing by equipping capable marketers with timeless principles that deliver tangible results.
Course Syllabus
Over six weeks, you’ll develop a strategic foundation that moves beyond misconceptions, industry “best practices,” and quick wins. Each module is designed to help you build, defend, and execute content programs that deliver lasting value.
The next cohort begins on December 3, 2024.
12/3
Session 1: Value Perceptions
Craft compelling value propositions that connect with key buyer triggers, building brand narratives that make your content a must-have in the consideration set.
12/10
Session 2: Niche Segmentation
Go beyond basic personas with data-driven audience insights, using cutting-edge research methodologies to target niche segments with precision.
12/17
Session 3: Distribution Cartography
Learn how to audit your distribution channels and strategically amplify content across owned, rented, and borrowed properties to maximize reach.
1/7
Session 4: Programming Strategy — Part 1
Master the rules of different content mediums and formats, using media theory to create immersive, audience-centric content experiences.
1/14
Session 5: Programming Strategy — Part 2
Build an interconnected content ecosystem, integrating multiple mediums while maintaining consistent brand messaging that resonates across all touchpoints.
1/21
Session 6: Performance Management
Navigate the complexities of attribution, define meaningful metrics, and turn data into powerful narratives that showcase your content’s true impact.
This ain’t your daddy’s content marketing course!
Content Reorientation isn’t a framework. It’s not another playbook, either. It’s a fundamental understanding of how content actually works — how it captures demand for your business and how it shapes perception of your brand in the marketplace.
Content Reorientation
$1500The 6-week intensive program guaranteed to change how you think about content marketing.
Content Reorientation +
$2100Content Reorientation + four personalized 1:1 coaching sessions to chart your future.
Misfit Marketing Community
Won’t you be my neighbor?
This your invitation to join your fellow misfit marketers and become a member of the Neutral Ground Neighborhood.
The neighborhood is a niche invite-only membership community for “misfit” marketers — a moniker earned by demonstrating an unwavering commitment to meaningful marketing that achieves tangible results for both the audience and the business.
The Neutral Ground Neighborhood is a community where marketers can be themselves… within reason aka neighborhood norms.
What that means is it serves as a retreat from the overwhelming, performative nature of our algorithmic feeds — where cults of personality blast us with commodified ideas and fleeting trends. A refuge that offers “misfit” marketers a sense of safety, trust, and genuine connection.
It’s also where Content Reorientation will take place.