When you’re starting from scratch, you want to be sure you’re taking the right steps to establish expertise in your market. Creating useful content that captures a point of view will not only help to strengthen your company’s positioning, but also help others within your market.
My guest today is Mark O’Brien, CEO of Newfangled, and he’s sharing how to establish expertise with useful content no matter where you are in your business. Mark’s company works to create the systems and habits inside firms that reliably create the right leads and ensure content is engaging and educational.
In this episode, we’re chatting about:
- How to make email marketing work for your business
- How content affects relationships
- Positioning yourself in your market
Email marketing can prove to be effective in creating awareness of your business, but it has to be done right. The only way it is going to work if it is purely educational, highly focused, empathetic content, that functions with the user in mind. This comes with a commitment, though, to establish expertise and build content consistently around the expertise.
It should be noted, too, to be intentional with whom you are emailing. Focus on list cleansing, list segmentation, and sending to small groups of people around specific topics based on your best guess of what their needs/interests are. Once a relationship has been earned, email is a great way to maintain it—but the content has to be fantastic.
You have the content, the expertise, and the relationship, but now you must take the position of who you can help the most, what you’re willing to do for them, and the sacrifices you have to make. When your positioning is clear and in place, content creation becomes easier once you know who exactly you’re talking to.
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