Archive for category marketing

content marketing and positioning

Content is an important aspect of social media and blogging. Content allows us to build a brand, gain trust, and to market products and services.

Marketing with content is subtle. To get through with content marketing, we need to focus on what our target audience likes and wants. We have to learn to put our marketing message into the content. We have to learn to invest more effort into understanding our audience and what they’re looking for.

This means we have to do the research.


Results from this kind of marketing might include a premium food shop that displays recipes which includes ingredients found in the food shop. You get the idea.

Catch your target group where there is a real clear message to convey. This allows you to show your knowledge and build trust. Creating content that is close to what you sell and/or is an art. Social media offers new and exciting chances of spreading your content to your target groups.

To get optimal affect, you have to have a content marketing strategy.

Two important items for a strong strategy are:

  • Research
  • Distribution

These two items lead us to another concept:

  • Positioning

Positioning is a strategic exercise that that takes distribution and marketing communications into account. This starts a “strategic management” of the brand. Positioning is vital and a must to keep your brand fresh. This “freshness” brings new interest and leads to new customers.

For a good positioning statement we have to give some attention to strategic thought. Strategic thought takes in competitor analysis (research).

Brands are recalled by consumers to solve certain problems throughout the day. Brand considerations are context specific and different contexts spark brand options. The most successful brands are linked to a wide range of different situations. Smart brands actively seek to expand their situations.

Positioning should act as a practical and powerful tool to help consumers focus their thinking. If you make content that zeroes in to help a consumer solve a particular problem, you’ve positioned your brand well.

The key is to position your content for brand awareness and/or recall. Remember context. Bring you brand into consideration by producing content with more options why consumers should use your product or service.

By analyzing the competition, the consumer, and the company in question (including yours), brands define themselves with strong positioning.

Positioning has evolved with strategic management centered around research and distribution. Do your research and plan your distribution with various social media channels and other distribution channels.

Later, I’ll write about how research helps with strategic management.

Sources for this post: What’s Content Marketing again? March 25, 2016 Is it time to reposition repositioning? January 23, 2018





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the blog is your content hub

Blogs are a good idea for many companies.

A blog allows you to publish content you want to publish. You can start a blog for your startup marketing long before you have your product ready.


Blogs are worth the effort. Your blog is your content hub. Whether you produce your own content or share other content, make your blog interesting and relevant.

To build your audience, you’ll need to post with consistency. You’ll need to exhibit some endurance. Sometimes you’ll have to repurpose content that you previously posted.

Make the commitment to blog. Make the commitment to produce content. Make your blog your own content hub.

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everyone can do it

Content marketing is customer centric. That’s why content marketing has become prominent. It’s a big part of a brand’s arsenal.


Everyone can do it. Blog. Podcast. Video. It informs, educates, entertains, provides utility and is there when you want it. Marketing has explored other avenues of promotion rather than advertising. Content populates all media channels. The culture of content has changed. Brands and employees are publishers now…. so are customers. Demand for critical content creation has never been higher. Attention must be paid to what types of content can be re-purposed across channels and cultures.

Check out the original post from Why content matters (no matter what type of marketer you are)

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start to develop a content plan

A successful content marketing campaign requires efficient planning and organizing, precise goals, an in-depth understanding of the company’s target audience, and a powerful promotion plan.

Here’s 4 items to focus on when developing your strategy:

  1. Document your strategy – This revolves around planning and organizing
  2. Create a publishing strategy – schedule your posts and shares
  3. Develop your content goals – don’t be afraid to stretch your limits
  4. Understand your audience completely – create content for specific people


Realize how content marketing works. This will help you develop leads and develop brand awareness.

For more, detailed information check out this post from

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branding with the right social plan

The social landscape is changing quickly. In order to win, social marketers need to listen and engage where their audience is. This takes a plan. Here’s some help to develop one.


Get to know your audience.

Get to know your target audience. Understand who your ideal audience is and what they care about it. Ask these questions:

  • Who is your ideal audience following on social media?
  • What topics are they discussing/posting about?
  • What is their age group?
  • Where are they (geographical location)?
  • What type of content are they regularly interacting with?

Thoroughly research your audience. This ensures your social media marketing efforts are effective. To reach a wider audience, know the channels available.

Go where they are.

Focus on the channels your audience prefers. Take the initiative to explore the usage and demographics for each each platform. Pew Research looks at social media platforms. Look them up and do your research.

Maximize your ROI.

Be thoughtful and strategic about when and where you’ll maintain a social presence.

Here are some statistics to consider:


  • 79% of internet users (68% of all U.S. adults) use Facebook. Pew Research
  • Facebook is the most-used social media site by Americans 12 and up. Edison
  • Posts with images see 2.3 times more engagement than those without images. Buzzsumo
  • Facebook users engage – 76% log on daily, including 55% who do so several times a day. Pew
  • Facebook sends 82% of social media traffic to longer stories and 84% of social traffic to shorter news articles. Pew
  • Facebook Messenger has 1.2 billion monthly active users worldwide. Statista


  • Twitter has 313 million monthly active users. Twitter
  • 24% of internet users (21% of all U.S. adults) use Twitter. Pew
  • 42% of Twitter users log on daily, including 23% who do several times a day. Pew
  • There are 500 million Tweets per day or about 6,000 per second. InternetLiveStats
  • Video is the fastest-growing media type on Twitter. Twitter


  • LinkedIn has 106 million users. LinkedIn
  • 29% of internet users (25% of all U.S. adults) use LinkedIn. LinkedIn
  • 18% of LinkedIn users log on daily. Pew
  • 92% of B2B marketers leverage LinkedIn over all other social platforms. LinkedIn


  • Snapchat has over 100 million daily users. Snapchat
  • 54% of Shapchat users log on daily. Adweek
  • Snapchat users watch over 10 billion videos per day. Snapchat
  • 400 million Snaps are sent daily. Adweek


  • Instagram has 500 million monthly active users. Statista
  • 51% of Instagram users log on daily. Pew
  • 32% of internet users (28% of all U.S. adults) use Instagram. Instagram
  • Over 95 million photos and videos are shared on Instagram every day. Instagram


  • YouTube is the world’s second largest search engine and third most visited site after Google and Facebook. Pulse
  • There are 3,25 billion hours of video watched each month. Statistic Brain
  • The most viewed brand videos are on average 31 – 60 seconds long. Social Bakers


  • Pinterest has 150 million users. Pinterest
  • 31% of internet users (26% of all adults) use Pinterest. Pew
  • 87% of Pinners have purchased something on Pinterest, while 93 % plan to do so. Pinterest


  • WhatsApp has more than 1.3 billion monthly active users. Statista
  • WhatsApp is most popular in markets outside the U.S. Statista


  • WeChat has more than 938 million active users. eMarketer
  • 50% of users use WeChat for at least 90 minutes a day. WeChat
  • The average WeChat user sends 74 messages per day. WeChat

Be sure you’re focused where your target audience is.

Strive to engage with your audience to win.



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