By Joe Pulizzi published May 8, 2008 Est Read Time: 2 min

Huge Opportunities for Businesses Who Focus on their Content Strategy

I had the pleasure of guest blogging at the King Fish Media ThinkTank blog the other day. You can check out the complete post here.

This was written after I had a brief conversation with a marketer that was taking the angle of content marketing being nice “fluff” to give your clients, but not necessary to the overall marketing strategy for most companies.  Of course, I (as nice as I could) disagreed with the gentleman and cited a number of reasons why he was completely off his rocker.

The web has turned most business models completely upside down, and created huge opportunities for others to launch businesses from nothing at all. The delivery of consistent and valuable content may be the most important indicator of financial success for future businesses.

If I’m launching a business today, or looking into the overall vision of the company, I’m looking at these three aspects of the business.

  1. Customer Service Excellence
  2. Valuable, Relevant Content Strategy
  3. Helpful/Innovative Product Product

Note that I put the product itself as #3 on the list.  Products can be duplicated in almost every industry today, especially with the rise of cheaper labor overseas.  What separates one business from another is #1 and #2, which involves honest, transparent and consistent communication with customers and prospects. Cool products come and go – a relevant and consistent message is timeless. IMPORTANT NOTE: new products launch all the time and can become successful very fast just by the nature of the product. We’ve seen this happen with many web-based applications. But without a consistent content marketing strategy, competition can come in and duplicate the product quickly if the company has not clearly differentiated itself through their communications.

Medium-sized and Larger organizations with better-known brands should begin positioning their content as a product in their company (mostly so organizational management starts to take the concept seriously). This means creating R&D budgets, long-term content strategies, ongoing measurements against the content, and content growth strategies.

By doing this, an organization will make the investment necessary to truly differentiate themselves from the competition, and fend off any new competitors who simply try to copy their base products.

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Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

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