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Leadership Diamond

Your business has multiple content strategies

I confess that I tend to write most about the sales-specific content strategy: Mapping your content against your sales funnel so that you generate more leads, more sales, more repeat sales.
But there are other pathways to which content should be mapped.
Human Resources should have a defined pathway from hire to retire and internal content can [...]

Strategy development interview on Twitter #BusinessLunchClub

We had a great lunchtime interview at #BusinessLunchClub on Twitter today.

This week’s theme is strategic development, which is a timely topic as businesses are preparing for 2010. Today we talked with Bob Barone about how to develop a vision, mission, and objectives for a company.
You can read the original discussion at BusinessLunchClub.com but I’ve reposted [...]

Staples, Office Max, and Office Depot business strategy: Market leader versus the clones

Image via Wikipedia

The office supply space nicely demonstrates the strength of the market leader versus the struggle of the clones. Staples, Office Max, and Office Depot: On the surface they look to be exactly the same business — office stuff. And when you compare their products and services, it does seem to be that way. [...]

Case study: Content strategy to enable business model change

The following is a case study derived from working with a client: BizTrade, the Community-Powered Business Exchange.

PROBLEM: The client approached me because they were dramatically changing their business. For several years, they had worked in the highly competitive business brokerage industry, helping business owners who wanted to buy or sell a business. But they were [...]

Understand your customers to sell more

We can’t sell all of our products to everybody. If you’ve approached business with that mindset (“who WOULDN’T want my product?!?”) then you’ve been throwing away your money with ineffective marketing.
Businesses are more successful when they narrow their customer base, understand those customers really well, and ignore everything else. When I stopped writing content for [...]

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