Posts Tagged b2c

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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for blogs: 20 ideas for content

Here’s a list of ideas for types of stories you can use on your blog to have a little more variety in your posts.

  1. List post
  2. Solution to a problem
  3. Interview with an expert
  4. Opinions on a topic
  5. Share an event you attended
  6. Your analysis of an article
  7. Analysis of a report
  8. Shortform
  9. Humor
  10. How-to posts
  11. FAQ
  12. Behind the scenes
  13. Curating links
  15. Repurposed content
  16. Rant
  17. Inspirational or motivational post
  18. Comparison
  19. Product tips
  20. Series post

Interaction is important.

Here’s the tweet in which I found the source article:


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something to build on

If you are starting a business, keep these two items in mind:

  • Start by solving your own problems.
  • Listen to your customers.

These will help develop a business persona for you to build on

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influencer reach out

Finding influencers is important.

Take time to observe how truly good influencers are at influencing. Assume any consumer is an influencer. Keep an eye on who your audience likes to follow. Keep track of this information. Slowly engage with them.


Ask what your motive is for reaching out to any influencer. Know if you want more visibility, credibility, or make more sales before contacting them. This lets you frame your message accordingly.

Share more content.

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a video life

The Cisco Visual Networking Index (Cisco VNI), is an ongoing initiative to track and forecast the impact of visual networking applications. This project predicts in just four years time, online video will account for four-fifths of the world’s Internet traffic.

Over-the-top streaming TV will drive the growth.

Video is set to be the predominant driver of all online traffic. The Cisco report says that it would take a single viewer 5 million years to watch the amount of video that will cross the network in a single month by 2019.

What does this mean for us? We need to get a video life.

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liquid content

The purpose of content excellence is to create ideas so contagious that they cannot be controlled. This is called “liquid content”.


With social media, people can easily share text, videos, and photos on social networks such as Facebook, Twitter, and Google+.

Create content that begs to be shared.

You have the power to provide greater connectivity.

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the power of story and stats

There is an ongoing debate as far as sales presentations are concerned.

Stories or statistics?

Don Draper, played by Jon Hamm, a character on the AMC original series Mad Men, didn’t use statistics or numbers in his presentations. Draper focused on stories.


For most people, numbers aren’t memorable. Stories are. Stories are emotionally persuasive. We make decisions primarily with emotion and use logic to justify them later. There’s the power of the story.

When we hear a story, we become the protagonist. In our minds, the story is real and it’s happening to us, not somebody else. If the story is about food, our sensory cortex lights up. If the story is about motion, our motor cortex lights up. This is as if we are eating cake or driving a race car.

When we tell a story, our brain and our listeners’ brain sync up.

We plant ideas and emotions into our audience’s brain with a story.

Data depends on how we use it. Story activates the emotional centers of the brain and data activates the logic centers. Activating both at the same time can be extremely powerful.

For example, if you tell a story about how you helped someone, then combine that story with data that explains how much you helped them, your story becomes more compelling.

For some consumers, a story is all they need. But others aren’t so sure.They’re  less impressed by the flashy details. Numbers make us trust. We think of numbers as unbiased, objective, and unemotional. Numbers do not trigger the emotional parts of ourselves.

We treat numbers with logic and we expect the same treatment from data in return.

It’s a bias marketers can use. While people act on their gut instinct (intuition), they still confirm that instinct with logic. Data should confirm the story… not replace it.

In writing or speaking, lead with the story. Grab attention with an anecdote. Paint a narrative picture. Put the data in a visual context. Illustrate your point.

Data storytelling is a powerful tool for content marketers. Use your data analyst to create compelling data that informs and entices, blending data and story to provide value, insight, and meaning to your audience. To drive the point home, explain your data visualization.

Answer, “So what?”

Become more persuasive by delivering data in the context of the larger story. You become more persuasive with a more powerful story.


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Ask this simple question, “Why content marketing?”

Because interruptive advertising doesn’t work. Creating content people actually choose to read, watch, and interact with is extremely popular. It’s attractive for brands. The move to content marketing is fast because brand awareness is so important.

Content marketing is especially flexible for Social Media.

Brands that do not have compelling content to share struggle on Social Media. TrackMaven released a study about brand failure with Social Media impact. This, frankly, has to change if brands are to be successful with Social Media.

High-quality content marketing positively reverberates through every aspect of a brand’s marketing. The impact of content marketing goes beyond the numbers.

Culture of Content

Internal and external success benchmarks are improved when companies evangelize, reinforce, and institutionalize the importance of content throughout the organization. The content becomes part of sales, employee advocacy, customer service, audience engagement, thought leadership, and hiring.

The culture runs like a well-oiled machine.

Content should not be created for content’s sake. Documented goals and a clear-cut strategy need to be formulated for content marketing to work. Create the roadmap to guide you forward. Plan how you will take the data-driven approach that will drive your brand’s message to your targeted audience.

Business Goals

What business goals do you want to achieve? Content marketing is easier to measure. There are marketing automation tools that have made measuring your marketing efforts easier.

Building brand awareness requires several resources. Build a brand awareness score. Keep track of readers, return readers, shares, and engaged time. Using content marketing automation in conjunction with efforts between marketing and sales allows you to attribute each piece of content to a given sale. Content marketing will generate sales when you establish customer loyalty. Good content keeps customer relations strong.

Identify your goals to set your content marketing creation.

Publish high-quality content and act like a media company. You may wish to hire people that have a media background. They’ll have a basic understanding of translating the brand’s content into relatable, presentable messages that your customers will understand.

You may need to hire freelance talent to start a consistent publishing program. Producing better content on a regular basis is key, so make it a priority.

The Content Marketing Template

Structure a newsroom. You may wish to establish content partners. These partners will give you plenty of ideas. It’s your job to take those ideas and sculpt content fashioned to your needs.

An editorial calendar is handy for managing your partners and the content they give you. It also allows you to manage your content’s distribution. Build your organic distribution channels.

Social Media, email, and search are the channels to concentrate on. Key content metrics will guide your content creation, engage your audience, provide feedback for customer loyalty, and extend your reach.

Put yourself on the “ground floor”.

Set yourself on solid ground. Chart the course you wish to take for brand awareness. Remember, you’re evangelizing your business. Social Media is the main  channel and your messages are the content. Optimize accordingly.







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written content marketing

Written content marketing is an effective way to create content for your website. Creating an informative, compelling piece of content will increase brand exposure. This is particularly useful if you can release new industry information or offer a new slant on a subject.

Use this opportunity to showcase your in-depth knowledge of a chosen subject. A credible article written by a credible author is likely to have a positive impact on the audience and gain exposure.



7 website success factors

I received an email from The Sales Lion about business websites. It certainly started my wheels turning. I’ll share these thoughts. Are you proposing to completely redo what you have? Have you found that your digital marketing efforts have fallen short of your expectations?

Getting past “web design” is a hurdle we must come to and conquer for us to think of the customer experience.

Create a powerful experience for your visitors. Create an inbound marketing culture. You may be in a situation where the old ways of advertising aren’t working.

You must concentrate on building a network, a community for your product awareness. This takes effort and is much needed in today’s marketing environment.

To create a new culture, this must be done from both the inside and the outside. You’ll have to create a new culture within your own organization. This new culture starts within. Within your organization. This will be challenging, but you can do it.

Let’s start by introducing 7 website factors that The Sales Lion touched on. This is a good place to begin your new culture that will bring you success.

  1. Keep in mind your customers wish to find what they are looking for quickly.
  2. The purpose of the home page is to get your visitors to page 2.
  3. Use text less, not more. This is an area that is ignored. Too much text on a home page can be overwhelming to visitors.
  4. Tell stories about your organization’s success at solving problems.
  5. Use sound SEO principles.
  6. Use the right design for your product pages. Remember with text, less is more.
  7. The site messaging is bad due to poor copywriting. Focus on customer-speak.

Start by implementing these factors into your content plan. If you don’t have a plan, create one with these factors at the focal point of your mission.

If you need assistance please contact me and we will discuss your needs and objectives.




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