My high school basketball coach used to say “You won’t win if you don’t put in the work.” Inspiring words, but hard to appreciate when you’re running suicide sprints and defensive slide drills. He was right, though. Strength and conditioning made us better ball players and definitely helped propel us to the 1992 state quarterfinals. Go Bluejays!
You can choose from a million metaphors, but it all comes back to one truth. No amount of desire will help you achieve your goals if you don’t have a strong foundation to build on.
[Insert brilliant segue…]
The same is, of course, true for your marketing and sales goals. Strength and conditioning = messaging strategy. Without putting in the work to define and strengthen your message, three critical goals will continue to elude your brand.
Stale or off-brand content can do more harm than good
For years, talent and press agents repeated the mantra “There’s no such thing as bad publicity.” And for years, that may have been true. It was a kinder, gentler, much less connected time. Today, we’re in the era of Google and interwoven social networks that let us create, share and find content in a flash. And now, a bit of bad publicity or a piece of ancient content can travel farther, live longer and show up years later at the most inopportune time.
Modern content marketing has become both a blessing and a curse. The ability to achieve huge audience reach in (literally) seconds, is a dream. But for organizations undergoing a messaging evolution or a full-blown rebrand, letting outdated or ineffective content abide can sabotage your brand awareness efforts.
It’s a longstanding debate … does brand lead value or does value lead the brand? For many start-ups or new product launches, marketing becomes the first priority of the day. The ol’ “build it and they will come” mindset takes over.
But for many companies, somehow the “it” came to mean a great pitch instead of a great product or service that provides real value to the customer. In today’s “idea explosion” economy, it’s a mad dash to get the big idea to market before someone else steals your thunder.