Articles on Strategy
How to make the decision everything else is built on. Who you sell to, why they should care about you, and what that means for your campaigns, website, and sales.
10 min readStrategy
What Is a Content Strategy and How to Build One
A content strategy is a decision about who you're writing for, what that person is dealing with right now, and what they should do after reading. The posting calendar is just logistics. I'll show you how to make those 3 decisions and how to build a smaller version yourself.
14 min readStrategy
Marketing Psychology: 9 Principles That Influence Customers
Why do customers buy what they buy? Here are 9 psychological principles that shape buying decisions, what the studies actually say about them, and how to use them in your marketing.
12 min readBranding
How to Choose Your Brand Archetype in 5 Steps
You don't pick the right brand archetype from a table based on which one you like. You find it in 5 steps: look inside your company, at your customers, and at your competitors, choose a primary and a secondary archetype, test them, and then build them into everything the company does.
10 min readBranding
What Are Brand Archetypes? All 12 Types Explained
A brand archetype is the personality type a brand plays in its communication over the long term – the Hero, the Sage, or the Outlaw, for example. There are 12 core archetypes, and each has its own motivation, fear, and typical way of talking to customers.
12 min readStrategy
How to Create a Marketing Strategy That Actually Works
You can build a marketing strategy in 5 steps: goals, target audience, positioning, a plan for each stage of the buying journey, and measurement. I'll show you what to prepare first, how to work through each step, and where to start when you don't have time for everything.
9 min readStrategy
Marketing Strategy vs. Tactics: What's the Difference?
Strategy says where a company is going and why. A tactic is a specific step that gets it there – a campaign, a newsletter, a post. Marketing tactics without a strategy don't work, because they have nothing to tell them what to do and what not to do.
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