Merit

How to Use Content to Drive Your Market Invention


So, you’ve made it to the Make the Market portion of your Market Invention process. Now what?

Now comes the fun part⁠: activating your Market Invention. The Activation Phase includes building out your messaging and communication strategy and is informed by asking the questions who, what, how, where, and when. For the purposes of this article, we’re going to focus on the “how.”

  • How will you get the word out about your Market Invention?
  • How will future consumers be informed?

One word: content.

Leverage Content for Marketing Invention

Having a solid content strategy is imperative to your Make the Market strategy; it is the driving force behind market education. It’s what you will use to tell the story of your Market Invention and ensure your message is delivered in a meaningful and impactful way.

There are many forms of content. Content can be an email blast, books, magazines, websites, social media, TV, movies—the list goes on. In fact, this blog post that you’re reading right now is content, and you probably landed here in one of three ways: a social media post, an email blast, or the Merit website. See how that works?

If you want to tell your audience or potential customers about your new market, you now need to define where you are going to do so, and how: with content. This is the part that determines the where, when, and what of your Make the Market segment. You’ll most likely be building a website for people to find out about your new market, perhaps even a monthly newsletter to keep people in the know, and of course, we can’t ignore social media. All three of these marketing channels require content in order to be successful—content that is engaging, informative, and on-brand.

If you’re struggling with identifying your channels and developing content to amplify your Market Invention, Merit can get you there.

About Merit

Merit is the global leader in market invention. More often than not, our work carves out an entirely new market and transforms industry through research and strategy, communications, creative, and technology. For a company to succeed in the new era of marketing, it needs Merit.

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