More than (key)words: A better approach content strategy for 2025 and beyond

If you do, you’ll certainly be choosing a crowded quadrant. And without the magic of advertising, it’s very difficult to grow in a quadrant that’s crowded. Your customer doesn’t know what to do, so he does nothing. The alternative is to build your own quadrant. To find two axes that have been overlooked. To build a story, a true story, that keeps y

Positi on ing:  how  your  product  is  the  best  in  the  world  to  deliver  some  value  that  a  certain  well  defined  set  of  customers  cares  a  lot  about.  What  value  can y ou  deliver 

• What broad category you're in (e.g., "email marketing platform," "customer service software")


• Your specific sub-category or focus (e.g., "for B2B SaaS companies," "for online retailers")


• Key use case (e.g., "to automate sales outreach," "to manage customer support tickets")

Positioning and messaging Frame the go-to-market story narrative/shape categories Create key product-centric content Collaborate on appropriate marketing activities and demand generation