Finding the Way to Effective Content Marketing

There is a growing gap in the area of “key marketing content.”

Among all the Facebook and Instagram stories, neat web designs, nifty platforms and nice slogans, effective content marketing is hard to find. The world of marketing is always changing, typically influenced by technology.  Some would argue that technology has done for marketing, what Lycra did for Yoga; and yes – technology has made certain styles of marketing more accessible and common.

Compare it to the frenetic holiday season:  Lots of events, sales, activities, celebration, feasting etc. – with a seemingly constant search for the “true meaning” of it all.  The content of a message is what provides the meaning – not the delivery mechanism or the creative design around it.  As a business owner or leader, you might need to dig deep to find the true content you want to be sharing with your customers and prospects.  Hint:  It’s close to where you found your Mission, Vision and Values.  These are distinctively yours and some of the more effective content in a marketing strategy comes from the distinctions that set you apart from your competitors.

Content Marketing Strategy Perspective

Your distinctive content marketing message must be generated by an outside source.  This is information that already exists within the leadership of an organization and it requires external assistance to bring it to light.  I am committed to the pursuit and development of our clients’ key content.  At NEXT, we extract this from the core of an organization and then package it in a way that is easily spoken and written.  When your key content is easy to share, it becomes the foundation of your BRAND CHATTER, (i.e. your branding strategy) which speaks directly to your customers and prospects – not just the search engines.

But perhaps you are a new small business with a very stretched budget and can’t afford a marketing consultant. No worries.

If you would like to work through the process on your own, you can use my handy BRAND CHATTER book. This valuable resource walks you through some of the exercises I use to easily create your marketing messaging that stands out from your competitors. If you require additional guidance and consulting, please reach out to me  or book a call with me so I can help point you to resources or give you more information on our services.


About the author

For over 20 years, Sandy Gerber has revitalized marketing and messaging for companies of all sizes, including some of North America’s most beloved brands. The author of two books, founder of three successful businesses, and visionary of the Emotional Magnetism™ communication technique and education products, Sandy is passionate about empowering individuals to become masters of effective communication. She offers Marketing Consulting, Communications Training and Coaching in “Emotional Magnetism” and is a professional, Vancouver-based guest speaker for businesses, events and organizations.