Treat Content as a Branding Tactic — First, Marketing Tactic — Second

Let Me Explain:

The secret to winning the content game isn’t quantity but intention, especially for small businesses.

The best way to produce content that achieves business objectives is to have it focus on two core things and in this order:

1. brand positioning
2. problems and desires of prospects and customers

It’s all about branding your business as the go-to resource for ideal customers and delivering independent value with content before you attempt to make the sale.

The framework is simple: Don’t focus on making the sale or generating leads. But do focus on positioning your company as the ONLY solution for your ideal customers.

NOW, I DO use content as an SEO tactic sometimes, especially with local clients.

BUT as a tactical element for creating engaging, helpful content that resonates with ideal customers.

Experience tells me that for some of you this is going to be a challenge because content must be created for every aspect of the customer journey by matching different kinds of content with the customer life cycle.

The Internet has disrupted the traditional sales process, allowing prospective customers or clients to begin research on their own terms via search and social media. This means savvy business owners or marketers must adapt to the information-empowered prospect in a fashion that more resembles courting than it does selling.

You must establish positioning, trust, provide expert advice, and dish up the insights they crave.