Communicating your value across touchpoints
In today’s crowded marketplaces, simply defining a compelling value proposition is not sufficient. Organizations must also master precisely communicating their differentiated value through targeted messaging and channels tailored to resonate with their ideal customer profile.
Rather than diluting impact through generic branding and broad claims, companies should pursue owned, earned, and paid tactics focused on conveying their unique value in a way that aligns with target users’ preferences. Tactics to communicate value propositions effectively include the following:
- Thought leadership content: Educational, inspirational thought leadership content attracts and engages potential customers by delivering tangible value. Reports, e-books, blogs, commissioned research, customer stories, webinars, and whitepapers build rapport and credibility by providing helpful insights versus a sales pitch. Companies can nurture prospects...
