When we talk about positioning, we’re talking about how a company’s brand or product is perceived relative to the other companies and brands in a given market. One company might be perceived as reliable while another is perceived as innovative. Both companies may be reliable and innovative, but in relation to each other, one is ‘known’ for its reliability and the other for its innovation.

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.

How so? The first step is to think like a publisher. What are the differences between New York Magazine and The New Yorker’s content? Ostensibly, they are both published for New Yorkers first, and the rest of their audience is secondary. They are perceived as two entirely different types of publications.

New York Magazine’s content is written to appeal to a larger, mainstream audience, though not as large or mainstream as People Magazine, for instance. Its content is loaded with graphics and short, scannable content. The New Yorker’s content appeals to an audience that likes to read long, in-depth pieces accompanied by analysis and debate.