Lee Densmer

Simplifying B2B Content Strategy with the 3x5 Framework

Content strategist and author of Content, Simplified.

You'll learn how too much of everything (channels, buyers, content types, topics, goals kills program effectiveness

Understand how complexity kills content programs

My 3x5 content strategy framework boils content programs down to the essence, making them sustainable and achievable.

Understand the simplified 3x5 content strategy framework

We'll go through how to actually build your strategy in this short class.  I'll explain the 15 choices you need to make

Build YOUR 3x5 content strategy

Learn how to write simple, human messaging that resonates with your customer and improves your B2B marketing.

Author of Make It Punchy

Salesforce

Microsoft

Zoom

Dropbox

Atlassian

Emma Stratton 

Founder @ Punchy | Positioning & Messaging Strategist to Top Tech Companies

Cohort 8

Cohort 9

Take the guesswork out of good messaging.In this hands-on course, you'll learn how to:✔️ Craft clear, compelling messaging that resonates. ✔️ Use storytelling to shape a strong, human narrative. ✔️ Turn positioning into messaging that works across your site, decks, and sales materials.Whether you’re refining an existing strategy or building from scratch, this course will help you sharpen your thinking, speed up your writing, and give you repeatable frameworks to get to better messaging — faster.

Build the skills (and confidence) to write good messaging

Write better messaging faster with frameworks and formulas

Generate fresh ideas and new angles for your messaging

Feel confident about your messaging chops

Know what great messaging really looks like — and what misses the mark

Product marketers who want to write bolder, more human messaging for their tech products and solutions.

B2B marketing pros who want to write clear, concise (and punchy!) messaging that connects with people.

Tech founders who want to write messaging that makes their product sound simpler and more compelling.

Learn by doing. Throughout this course, you’ll apply every framework, tool, and technique to your own brand strategy project.

Co-founder & CEO @ Concept Bureau

Nike

Amazon

TikTok

Eli Lilly and Company

Stocksy

Jasmine Bina

CEO of Concept Bureau. Brand Strategist. Cultural Futurist. Keynote Speaker.

Co-founder & CSO @ Concept Bureau

Seed Health

Feeld

Google

Upwork

Skillshare

Jean-Louis Rawlence

Chief Strategy Officer at Concept Bureau. Brand Strategist. Cultural Futurist.

Cohort 1

Cohort 2

Brand strategy will make or break your company, but no one knows how to actually do it well.You have conviction about the brand. You know what makes it valuable. But you can't arrive at a powerful strategy that withstands the market or even the organization.That's not an execution problem. The concept underneath the brand isn't deep enough.The entire field teaches brand strategy as a business discipline. Positioning. Differentiation. Competitive analysis. But brands live in culture. When the concept isn't connected to cultural forces, it has no structural foundation. Everything downstream suffers.Ideas are technology. Meaning is engineered. Cultural forces are readable, structured, powerful enough to build on. We spent ten years synthesizing sociology, semiotics, behavioral science and anthropology into one operational methodology for brand. This course is that methodology, end to end.You bring your brand. Rebuild from further upstream than you've ever gone. 3 weeks that compound into months of velocity. You leave with a core concept, a cultural research system, and a conviction framework. Strategy with structural power to drive through execution.

Build a world-class brand strategy

How to find real opportunities in markets and culture

How to build positioning that actually converts

How to create a core brand idea that holds everything together

How to turn strategy into identity, story, and signal

How to lead with conviction and get buy-in across the company

How to use this system again and again

Brand and Marketing Leaders - Who want to build a defensible brand strategy

Founders - Who want to build culturally resonant and impactful consumer brands

Brand Strategists - Who are looking to systematize their strategy process

Develop positioning and messaging that fuel pipeline 

CMO, Advisor, Author of Standout Startup

Allyson Letteri

CMO, GTM Advisor, and Author of Standout Startup. 

When your messaging resonates, your pipeline grows faster. But many startups struggle to communicate their product’s value to their ideal customers.In just 2.5 hours, you’ll fix this.You’ll capture the insights you need to sharpen your positioning, then use AI to build a high-converting messaging framework. Finally, you’ll put it into action with a homepage outline you can launch fast.You’ll learn how to: ✨ Define clear positioning that sets you apart ✨ Build messaging that actually drives pipeline ✨ Turn messaging into a homepage you can launch nowThis workshop is hands-on and fast-paced.You’ll leave with messaging you can launch right away, plus a repeatable process to refine your messaging as your market shifts.This workshop sets the foundation for every part of your GTM strategy.

Create messaging that drives pipeline. Clarify your positioning and build high-converting messaging you can launch, fast.

Define your ICP and buyer persona

Sharpen your positioning and differentiation

Build messaging that converts

Turn messaging into a homepage that sells

B2B startup leaders who need effective messaging to launch their new product or increase pipeline and sales.

Marketing managers who want to learn a smart process to create high-converting messaging that drives more leads and better launches.

PMs and engineers who need the tools to develop positioning and value propositions so that their products sell.

You'll think like a senior strategist, run a structured brand strategy, see the real ROI of brand love, build AI tools to enhance your work


Strategy Director at Chill Create 

Uber

GetYourGuide

VICE

Zalando

Dentsu

Selicia Richards-Turney

Strategy Director & Agency Partner at Chill Create & Co-Founder at Power Circles

Once you have it, you will stop defending your work on taste &amp; start backing it with evidence.Too many brand, marketing &amp; creative professionals are expected to:<ul><li>Design the identity</li><li>Write the copy</li><li>Build the campaign</li><li>Plan the media </li></ul>....without real insights.You do what you can to get the work done - Reddit threads, insights from articles, social media &amp; McKinsey reports. You rush through the foundations because the deadline is already live &amp; you have to get moving.You present your strategy and it gets pulled apart, not because you're not good at what you do but because you're running in execution mode only.The chaos is not a you problem. That's a strategy problem.When there's no strategic foundation, every decision becomes subjective. Anyone in the room can push back.Street Wise Logic - the 3-step brand strategy framework gives you the process to change that.<ul><li>A discovery phase that indicates what product, comms, culture challenges you need to solve</li><li>A custom built AI-powered brand research tool that finds that core tension that you need to really build a brand</li><li>A repeatable system for turning insight into strategic decisions.</li></ul>That's when you become the most strategic person in the room.

Strategy without the guesswork: the thinking, framework & the tools 

Diagnose brand problems with precision

Run a structured brand strategy process

Conduct discovery that actually informs strategy

Build brand positioning from evidence

Build and use your own Brand Strategy GPT

Make brand the centre of every business decision

If you've been in the industry less than 2 years, this course will be more useful after you've had more context to apply it to.


At least 3–4 years of experience in brand, marketing, or a creative role

Some light familiarity with the tools are needed in order to pick up the custom tool builds with out an explanation on how LLMs work

You need access to the most popular  LLM models: Claude, Chat GPT, Gemini

Real or invented. The more genuine it is, the more useful your Brand Strategy GPT will be at the end. W

Prepare a project or brief you want to work on for day 1 homework

An in-house Brand or Marketing Manager ready to move from execution into strategy

A freelance brand strategist or consultant who wants to formalise their process, charge accordingly and deliver work that changes the game

An agency creative or planner who's been doing brand work but has never had a proper strategy framework to hang it on

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

The Problem with Overly Complex Content Programs

Introducing the 3x5 Framework for Content Strategy

What Does Content Program Complexity Look Like?

The 3x5 Framework: 15 Decisions for Clarity and Focus

Step 1: Defining Your Three Core Business Goals

Step 2: Identifying Your Three High-Value Buyer Personas

Step 3: Establishing Three Core Content Pillars

Step 4: Selecting Your Three Primary Distribution Channels

The Four Essential Content Types for Your Flywheel

Summary: How the Framework Drives Better Results

Q&A: Applying the Framework in Your Organization

Marketers who drive brand awareness, customer acquisition, and growth across channels.

Creating and distributing valuable content to attract, engage, and convert target audiences.

Setting strategic direction, making high-stakes decisions, and translating vision into execution.

Marketing to business buyers — account-based marketing, demand generation, and enterprise sales cycles.

Simplifying B2B Content Strategy with the 3x5 Framework

What you'll learn

Why this topic matters

You'll learn from

Lee Densmer