Written by: Vickie Sullivan | December 08, 2020
Marketing Strategy for 2021: The Role You Play in the Marketplace Is Critical
The holiday season is here. Before you go full out with Zoom events and head toward the 2020 finish line, take some time to consider your marketing strategy for 2021.
The Content Marketing Institute recently published an opinion piece, “The Future of Content Marketing? (Spoiler: It Doesn’t Require Doing More),” that puts a new lens on marketing strategy. Move past the trite platitudes. What the author really suggests is you should determine your role in the marketplace. This is a big strategic question for 2021.
My take: Too many of us look inward to answer this question. We look at our gifts and how we want to serve. Then we come up with some clever content that showcases our talent. Try this marketing strategy instead: Look outward. Ask yourself, what does my marketplace need right now? What are they not getting? To stand out, be what your marketplace needs but is in short supply.
Listen: How to Decide Your Role in the Marketplace
Examples:
• If your clients are anxious about the future, they need someone who can see around corners and encourage them to act.
• If your prospects have a thankless job, then they need a cheerleader who will tell them the truth about what to do next.
You can’t assume your marketplace loves you. You can no longer throw random ideas out there to show how smart you are. Determining your role connects your expertise to what is needed most. Ignore the market, and the market will ignore you.
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