The world of marketing is always changing and seems to be constantly ‘trending’ in a new direction; often 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. What we are finding is that among all the neat designs, nifty platforms and nice slogans – there is a growing gap in the area of “key content.”
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.
Your distinctive message content must be generated by an outside source. This is information that already exists within the leadership of an organization and it requires assistance to bring it to light. I am committed to the pursuit and development of our clients’ key content. 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.
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 the exercises to easily create your marketing messaging that stands out from your competitors. If you require additional guidance and consulting, please reach out to me and we can begin the discussion to see how I can help you.