Position marketing and content marketing are so closely related on a strategic level that it’s a wonder more companies don’t see the relationship. It may be that marketing executives are pressed for time or that their education and experience is rooted in tactics, but when I talk to them about positioning, their priorities tend to start with the delivery vehicle. The content they actually deliver seems secondary.
Positioning is important because it helps a company differentiate itself from other companies in the market and therefore attract customers who identify with its brand. Content marketing and position marketing go hand-in-hand, because content is a powerful way to communicate differences in brands.
Videos—especially those uploaded to YouTube—can be powerful marketing vehicles, but they’re still only as effective as the content they deliver. Before you decide to use videos as marketing vehicles, determine who’s going to develop the content. Do you have in-house staff with experience writing, filming and editing video? Do they need it?
More and more organizations are recognizing the importance of content to their marketing strategies, but most offer lip service to the value of content. If you want to know which companies really value content marketing, look at their budgets.
Establishing trust with customers through content marketing is easier said than done. The following isn’t an exhaustive list, but what I consider four important criteria necessary for building trust. 1. Authority To establish authority, first you have to actually be an authority. No faking it with your customers. They’ll know whether you’re an authority they [...]
