As content marketers, we’re trained to match articles to audiences and search intent. We’re experts in creating style guides for content across channels. We hang our buyer personas up on the wall like posters of our teen crushes. But when it comes to positioning the company brand and developing a succinct, repeatable message that we can weave through all our content, are we 1. doing it all, and 2. are we doing it right?
To help me through this existential crisis, I’ve called in brand strategist Doug Fox, who has spent the past 20+ years helping companies like IBM, BOSE, Gillette, Hasbro as well as emerging brands find a unique message that connects with their audience and drives new business.
- Follow Devin on Twitter at @devinemily and Doug at @dougiefox.