Strategy Models for Marketers — and Content Marketers

[zakiyatasnim]

When requested to design a marketing strategy to overcome a specific problem, we marketers often confuse goals with strategy.

We start with goals, and we stop with goals — without formulating a clear diagnosis, guiding policies, and actions. Or we nicely jump on tactics without even thinking about the guiding strategy.

This article presents an overview, and some practical applications, of canada cell phone number list one of the most simple yet powerful strategy models: the “Strategy Kernel”, by Richard Rumelt, author of the seminal book “Good Strategy, Bad Strategy”.

A summary of the article:

Three scenarios
What is Strategy
The Strategy Kernel
Marketing Strategy Kernel
Content Marketing Strategy Kernel
Back to the Three Scenarios
A dual-speed model


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Three Scenarios
One
It wasn’t a good day for Emma.

Emma is a marketing director for a B2B industrial company. Mid-size, astonishing sales team, products, and services that customers love, but very traditional marketing model and limited presence on social media platforms.

“We prefer hiring sales managers than wasting money on those social things!” — that was always the message from the leadership team, which hasn’t seriously affected the company’s performance.

Until now.

At the last company meeting, the CEO has dedicated one entire session to “going digital”. It looks like competition is becoming popular on LinkedIn, posting videos, interviews, and other content, and the company cannot miss the opportunity.

Emma knows that marketing is going to have a relevant part in the company’s “new” digital focus. Emma is a digital-savvy marketer but decides to contact her comms agency and ask for support.

The agency has been working with Emma’s brand for some time and suggests a “solid social media strategy”: first paid media plan for LinkedIn and Twitter, and then content, content, content, with videos, video explainers, interviews, and infographics.

Emma suggests adding Instagram to the mix: some of the competitors have a regular presence on Instagram and this could become an interesting new channel of distribution.

The agency suggests opening a blog too and starts working on the editorial plan.