5. Content Strategy: Aligning Content to the Buyer Journey
“Can you describe your company’s differentiation to us?”
Three executives from a successful regional chain of mattress stores shifted uncomfortably in their seats, until the boss confidently blurted out, “We have the widest selection, the lowest prices, and the best service.”
“So, you have the most mattresses of anyone?”
“Well, probably not, but we have plenty,” the boss answered, seeming to lose some confidence.
“And nobody underprices you?”
“Well, just those online guys. Our prices are competitive with other stores around here.”
Competitive doesn’t sound like the lowest price, and we were discussing the content marketing strategy for the company, so the fact that “those online guys” ...
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