There's Good Content, And Then There's GREAT Content – Part I

It's worth asking yourself...who within my organization exerts the most influence over content? Is it Engineering? Sales? Manufacturing? Why not Marketing?

• Marketing knows what your products can do
• Marketing knows what your markets need
• Marketing has a strategy to fill the sales pipeline

What makes the difference?
Content "by committee," or that is heavily influenced by non-marketing people, is good at best, but rarely great. Great content embodies a "big idea" that grows out of a faithful, accurate execution of marketing strategy. 

The big idea hits customers right between the eyes. It connects with the issues that keep customers up at night. The immediate support for the big idea uses customer words that reflect how you've designed your product to answer customer needs and one-up your competitors. The idea and supporting points flow through all related communications, accelerating the selling cycle to a closing pitch.

So, how do you attain great content?

The answer...next week, right here.