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Most organizations are built upon the premise that the product offering forms the nucleus of their value proposition to customers. Marketing, or ‘content,’ is merely a promotional layer on top. For B2B organizations in particular, this model is backwards and has meaningful consequences. The value of a product is rarely the 1's and 0's that go into making it. Instead, value can be mapped to some best practice, methodology, or use case that delivers effectiveness, efficiency, new opportunities, or some combination thereof to the buyer. In this regard, the product enables the best practice or value proposition to be realized, but only after content communicates the practice worth realizing in the first place.

  • ES

    Edward Stephens

    almost 4 years ago #

    Hahaha I think that Mario picture is pretty much the perfect illustration for this point.

    Great article.

  • SV

    Satya van Heummen

    almost 4 years ago #

    Nice article! The way I always look at it,

    A company solves a problem. Both content and product solve that problem but in different way. But it is content that initially attracts potential customers looking for a solution.

    You mention Hubspot. Hubspot solves problems for lots of people who don't buy their product - through their content. And as such, many more people know Hubspot and might one day buy the product.

  • NF

    Nis Frome

    almost 4 years ago #

    Thanks for upvoting this and the kind thoughts! I will be returning to HubSpot as an example for the second article in this series so stay tuned :)

  • AG

    Andreas Gysler

    almost 4 years ago #

    Nice article! Thanks for sharing!

  • NF

    Nis Frome

    almost 4 years ago #

    Just published the next article in the series about how to frame building a content marketing machine:
    https://medium.com/@nisfrome/building-a-content-marketing-machine-is-more-about-the-journey-than-the-apparatus-f5e073f6556f#.lalbu5k5o

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