Sales and Marketing Performance Blog

5 Steps to Creating Marketing Content that Resonates with Buyers

Posted by Mark Gibson on Wed, Jan 30, 2013

Weak Marketing Kills Dreams and Companies 

Innovation in our culture is constant, with exciting products created in start-up companies, or incubated in existing corporations, that promise to enhance our productivity and enjoyment of life.

Most of these companies won't make it out of start-up mode and the underlying IP will either get sold for pennies on the dollar, or product sales will limp along until the product is finally killed-off.

There are myriad possible causes for failure, but one common thread is a  lack of awareness in the potential buying audience, because the problem solving capability or potential to create value is invisible in Internet searches. If keywords containing your brand and product names are the primary sources of the little organic traffic you do get, then you have a problem, because buyers who don't know your brand or product cannot and will not find you.

This problem is not reserved for start-ups, I have seen it dozens of times in Silicon Valley in SMB companies ranging from ten million to half a billion dollars in revenue.

Sales and marketing fiefdoms and a lack of collaboration on messaging can lead to two different and fuzzy languages being spoken to the customer and buyers being left to figure out for themselves how the products could create value in their environment.

Today there are very effective ways of getting products into the hands of buyers and
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Topics: marketing messaging, messaging architecture, content creation templates

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