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This article is not about content marketing. It’s about a key learning we’ve acquired after years of doing marketing:

If your positioning is wrong, your marketing will fail.

…including content marketing.

And if your marketing fails, you’ll fail in general, because you won’t have a repeatable, scalable acquisition channel.

We’ve learned this lesson time and time again, with our own businesses, and with clients’ businesses. So we wanted to finally share our thoughts on this.

  • ES

    Emil Shour

    4 months ago #

    Great post guys!

    I recently interviewed a bunch of customers and now spending a lot of time translating that into our messaging/positioning on the site and in email outreach. So good timing to help me as I work through it :)

    • BH

      Benji Hyam

      4 months ago #

      If we did a podcast commentary around all of the articles we created, would that be valuable to you?

      • ES

        Emil Shour

        4 months ago #

        Yeah for sure. It's interesting to hear you guys go into your thought process around a topic. There's good stuff in those conversations that you can't always capture in writing.

    • BH

      Benji Hyam

      4 months ago #

      Glad to hear it was helpful! Let us know if you have any questions. Also there's a podcast where we talk through the concepts in more detail.

  • SE

    Sean Ellis

    4 months ago #

    Completely agree with the premise of the article. I've had multiple companies that went from weak or no product-market fit to strong product market fit after I updated the positioning.

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