A Positioning-Directed Strategy

The truth is that many firms position themselves generally and let their portfolios do all the talking. This undermines marketing by being too unclear about what a firm does best, often out of fear of losing potential business, and provides no platform on which to create content that effectively shares its thought process and strategic value. As agency consultant David Baker has written, many firms struggle with marketing because they haven't confidently focused their positioning by identifying what kind of business they are.

A good content strategy is directed by a firm's positioning. This means that in order to establish and execute a worthwhile content strategy for your website, you'll need to focus in on what you do best. Once you've taken the step of clearly and confidently identifying what you offer, you'll be able to determine the kind of content that will best articulate your positioning to potential clients online.


Ultimately, specialization is a good thing for marketing. If someone says to you, "How about the weather?", you might as well reply, "Yep, we're having some." This conversation is going nowhere because it wasn't specific enough to be relevant to either party. But, if that person says to you, "Hey, did you see that lightning last night?", then you can have a conversation. In the same way, a tight positioning makes content creation strategy easier to implement and a more effective form of marketing.   next >