In this presentation, Peter Winick outlines a strategic framework for targeting content markets. He identifies three broad market categories: large enterprises (Fortune 2000 and similar organizations), small‑ and mid‑sized businesses (SMB) with numerous sub‑segments, and the consumer market. Winick argues that a business can effectively operate in two of these three markets at once—either SMB + consumer or SMB + Fortune—by tailoring its approach. He introduces the concept of “edu‑marketing,” which separates the user of content from the buyer, allowing creators to tap the sizable marketing budgets of large corporations to fund content aimed at SMBs or consumers. He also discusses “entry marketing,” emphasizing a preference for fewer high‑ticket sales to large firms rather than many low‑value transactions with SMBs, noting that training budgets are a tiny fraction of overall corporate marketing spend. The overall thesis is that leveraging large‑company marketing dollars can simplify funding and scale content delivery to smaller audiences.
Chapters
You've got to understand what your markets are. I'm not talking about the specific end user of the markets, but very broadly speaking, there's 3 markets for content. So one on the far end there is the Fortune 2000. It could be global nonprofits, government agencies, big large organizations with thousands and thousands of people, multiple locations across the world. And that's a great market. Right? That's sort of your traditional business content market. In the middle there is the small and mid-sized business market. Actually, if you were to get granular, in there are probably about 15 submarkets from the involuntary entrepreneur to the solopreneur to the sort of the EO crowd, the Vistage crowd, all the way on up. And then all the way on the left is the consumer market. My thesis, and I can throw it out there and you guys can prove me wrong, that would be cool, is you can be in 2 of those 3 markets at once. Right. But it's either consumer and SMB or SMB and Fortune 1000 at the same time. Jive? Does that work? Cool. The other thing that you can do, and I do a lot of this with my clients, is I call it edu-marketing. You can separate the user of the content from the buyer of the content. They are not always the same entity or person. So when we're doing training in the SMB and training entrepreneurs to do things— leadership, sales, marketing, communications, whatever the case is, extracting money from that population is not fun. So you've got to do a lot, a lot of transactions at small dollar points, which leads to lots of frustrations. People do it. People do it really well. People make a lot of money at it. I tend to be lazy, and I'm honest. I'd rather sell less things at bigger tickets into the bigger companies. So one of the things that we do is we do entry marketing. So what that means is, how many of you realize that the marketing budgets of the Fortune 2000 are exponentially bigger than the training budgets? Mm-hmm. And we're fighting for a budget on the training side of the house that's no more than 2% of gross budget. OK, well that's cool. So I decided to make life easier and go, why can't I get some of that marketing money? That's where the easy money's at. That's where the cash is. So edgemarketing is where you're getting a large company to fund through their marketing budgets content that they can put out either to the SMB channel or to the consumer channel.
