Your Positioning Dictates Your Content Perspective

This section of the website looks at how your positioning affects all your activities, and especially how to leverage your competitive positioning and competitive advantage to create content marketing programs that will engage (whatever that means) your target audiences and keep your current customers from defecting to the competition.

There are a few key concepts you should be aware of:

Customer 1st Positioning

Is about getting inside the hearts and minds of your most loyal and most profitable current customers to discover how you can improve the 'what' and 'how' of what you're doing to attract more of the same type of high-value customers.

Positioning A-Z

Check out 26 tips and thoughts about how and why positioning adds so much power to content marketing campaigns, and individual content elements.

Value Proposition

Get a clear picture on what a Value Proposition actually is, and how to use it to inform all your communications with the true value of choosing you and your stuff as the only choice in their purchasing path. Value propositions talk to business outcomes such as increased revenue as strategic goals and objectives.

Taglines

Often mis-labeled as positioning statements, taglines help position the brand in the target audience's minds with a variety of tactics. Tagline refer to the customer benefits from choosing your stuff, results mostly in the near-term that are more operational but still strategic.

USP

The USP is a tactical description of benefits that can be adapted and changed depending on the actual target audience. It is the most short-term description of benefits and as linked to the act of selling, is a completely tactical approach to problem solving for the customer.

Positioning 101

An introductory guide on how to apply your competitive positioning to your communications to create meaningful messages that cut through the content clutter and attract attention and create awareness in the target audience.