Updated: Apr 24
For the third question in the series, we look at your business, and why this content pillar is of critical importance to your business growth: revenue, referrals, and repeat business.
Question 3: Tell me why this issue matters to our business.
Example response on the topic of climate change?
· Represents a high growth area in volume or value or both
· A good way to generate brand awareness
· This topic resonates with our customers
· It’s a growth area due we’ve identified due to a particular reason such as….
What's so important about Question 3?
The response to this question will give you insight to how your director / executive / thought leader wants you to take your messaging and positioning for future products and services. This will help you position your messaging and products in alignment with corporate priorities for which you may not have visibility.
You will use the responses to this question, in combination with your competitor analysis in order to understand your market, where you fit, and whether or not where you fit syncs up with "the vision" as your director understands it.
This analysis and understanding can help you asses the risks, timings, and channels to bring your products and services to market. All of this combines to make an effective and considered content pillar (and revenue stream) that is de-risked and timed to perfection, taking on board all the insight of your director's leadership.
Look for the next blog in the series to learn more about Question 4 - the Micro question. and how this question helps your brand's credibility and authenticity.