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.
COGNITIVELY COVID: The CEO Guide to Fear
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COGNITIVELY COVID: The CEO Guide to Denial
Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.
COGNITIVELY COVID: The CEO Guide to Acting Fast
You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself.
The 10 Truths of the COVID-19 CEO
At this point, many of us have been on lockdown for at least eight weeks—and during that time, COVID-19 has left its mark on nearly every sector. In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.