Written by: Vickie Sullivan | October 19, 2023
Content Marketing: How to Position the Best Path Forward
Warning: controversial political example ahead.
During the summer, The Washington Post published an opinion piece about the state of the Republican presidential candidates. Ignoring the topic of the column, the author uses a great structure to describe the best path forward.
This framework is a great balance between giving direction without getting too granular. Here are two things you can apply in your content marketing:
• Change the criteria: Instead of just bashing candidate Ron DeSantis, the author makes the case for what the GOP needs to leave behind to move forward. Her distinction on the culture wars —part of a campaign vs. the centerpiece — is nuanced enough to showcase street credibility.
• Highlight the opportunities: The author also shows the way forward by highlighting the opportunities, not by providing a specific path. In a constantly changing environment, focusing on the broad — such as China and crime — provides enough direction.
Often people think they must distribute a detailed roadmap to prove their value. Save that for your clients. In your content marketing, you just need to point out what to leave behind and what look for.
Listen: Content to Give Away vs. Content to Keep for Clients
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