The ROI of Messaging Strategy

Without a clear map, you’re just driving in circles

Vague. Stagnant. Jargony. All-over-the-place. Do any of these words describe your current brand voice?

Many factors can cause a brand to lose the effectiveness of its voice—a recent acquisition, a new product or market focus, a rapidly growing workforce or just the passing of time. When these things happen, it leads to mixed and confusing messages—both inside your company and out in the market—that are inconsistent and uninspiring for customers and employees alike.

Stepping back to re-evaluate and reset your brand voice doesn’t have to be painful. But it’s essential for focusing your marketing and sales efforts and building a clear path for driving long-term business success.

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Where the Sidewalk Ends and the Road Begins

Making the case for an interim Content Marketing Director

Congratulations! You’ve created your kickass product or service, you’ve built a core team of awesome employees and you’ve made that first major sale. The long, grueling walk to establish your brand has become a jog and before you know it, you’re in a full sprint—to deliver on customer demand, grow your team, and hit higher revenue numbers fast.

This key point of transformation and acceleration is where the sidewalk ends and the road begins—particularly with regard to brand awareness and marketing.

This is the point where most companies realize their brand voice has been idling in neutral—or worse yet parked in a forgotten lot! It’s not unusual to fly under the radar as your business takes shape and sales solidify—relegating active marketing to the back seat for fear of talking too much talk before you prove you can walk the walk.

Unfortunately, the trade-off is an underdeveloped or overpacked brand voice and the lack of an effective marketing megaphone. When internal marketing resources are stretched thin, brand strategy seems the first thing to go. “Execute!” That’s the order of the moment. The funny thing is that it’s at this point when the power and consistency of your message matters most … but who has the time to step back and get it right?

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