I ask the CEOs and other business leaders I work with to consider this: Know what you know, and know what you don’t know.
One area of your marketing strategy you can know (or learn to know) is content marketing.
What’s Preventing Success in Your Marketing Programs?
In their collection of content assets (blogs, white papers, ebooks, etc.), companies often talk about themselves in terms of products, services, or features. But, how does that really differentiate from others in your space who do exactly what you do?
Simple answer: It doesn’t.
If you can overcome four key misconceptions in content marketing, you’ll undo the “roadblock” that often stands in the way of successful marketing programs. And, you’ll set yourself apart from companies that get stuck in these beliefs.
The four most common misconceptions are:
- If we give away our "secret sauce" for free, no one will be interested in learning more.
- The competition will steal our ideas--and our customers/prospects.
- Everyone wants to know how the sausage is made (the reality: they really don't).
- No one knows what we know (which, of course is not true).
Just because you've shared your wisdom doesn't mean people will actually know how to apply it.
“How does that really differentiate from others in your space who do exactly what YOU do?”
Your competition probably already knows a lot about what you're doing. And, when you “hold back” in your marketing materials, it’s like putting up a steel door between you and your audience.
The Best Content to Accompany the Buyer Journey
To understand how to use content where it makes the most sense against each stage of the buyer journey (awareness, consideration, engagement, nurture, sales/advocacy), check out my latest strategy video.
And, if this was helpful to you or your team, head over to the Strategy Lab on our website. In this longer program overview, I'll review a roadmap that will help you and your team move off those random acts of marketing--and help you build a strategy that can really drive measurable results.