I ran across this blog post on LinkedIn. Nice read about how content and positioning work together. I especially like the way the author thinks about positioning.
“The problem is that corporate positioning has traditionally been seen as a way to differentiate a company from its competition. In today’s market environment it should be designed around the intersection of your company’s strengths in relation to your customers’ needs. Quite a different proposition, but one that can truly serve to help prospects become predisposed in your favor.”
– The Marketing Interactions blog
Too many companies think they can magically enter a market that looks good and make a profit. The good firms understand that a key success factor is to leverage your core competence to match an unmet need or a poorly met need in the marketplace.
Check it out at The Marketing Interactions blog.