Marketers speak a language that is neither consistent nor relevant to other managers....
So it's no wonder that marketing is misunderstood and underappreciated in most organizations. Let's address consistency now; relevancy is for another time.
Consider the most overused word in business: "strategy." When marketers use the word in your organization, what do they mean?
Would they refer to "strategy" as any communications approach or method...as apparently McKinsey (the highly regarded management consulting organization) does, as we read in a recent article about call centers .
Or would strategy be used to refer to who you are targeting or how you can beat the competition?
When the editorial team at MarketingProfs surveys its readers to learn about topics of greatest interest, marketing strategy always comes out on top. Problem is... the editors don't know what the readers mean, exactly.
If marketers use the word "strategy" in your organization, do they always mean the same thing? If not, you want to clean that up.
As Allen Weiss has written, and, as he and I write in Marketing Champions, our forthcoming book from John Wiley, inconsistent language is the surest way to kill your marketing strategy.
You may like these other MarketingProfs articles related to Content:
- How Being Strategic About Content Development Can Boost Results and Save Time and Money: Ahava Leibtag on Marketing Smarts [Podcast]
- Five Serious Content Marketing Mistakes You Need to Avoid
- Your First New Content Marketing Tool for 2023 Should Be Your Sales Team
- Marketing at the Speed of Thought: AI Use Cases for Four Content Types
- How to Create a B2B Marketing Podcast in 2023—And Why You Should
- A Go-To Guide to Creating Ridiculously Good Content: Ann Handley on Marketing Smarts [Podcast]