Why? Why MidMarketer?February 20th, 2008

People often ask me “why?” Why do you think the topic of marketing specifically in mid-sized companies is that important. Doesn’t marketing in general relate to every company- big or small? And, what about the thousands of conferences, Webinars and white papers about every marketing topic?

Here’s the answer- or at least part of the answer…

Too little is being done today to educate the marketing professional about HOW to act and HOW to develop solid marketing strategies. Too often, it’s easier to attend the latest Webinar, conference, or anything else about a specific “topic” or “tactic.” The problem is… these are all tactics, and so the development of a marketing professional is based on understanding specific topics and the latest fad (picture running around in a circle here), rather than what I call “Core Traits.” Understanding these core traits, (or characteristics) go way beyond any specific tactic and help form the attitudes and disciplines of a great marketer. The result is the ability to form great strategies and know how to deal with any medium, tactic or technology.

Some of these traits may seem very simple, but many marketers don’t utilize their core marketing beliefs in their attitude towards marketing efforts on a daily basis.

For example, I’d like to propose that one core belief of a mid-marketer is “Content is King.” The understanding and respect that content plays in all efforts, and really making sure messages are developed to their fullest ability to clearly communicate. I think everyone would agree on the importance of content- yet, on a daily basis, I see marketers breeze past content “discipline” and settle for second-rate copy. I see marketers putting more emphasis and effort into design details (sometimes Wallpaper Exercises) than on great content that inspires and relates to audiences.

The point is that while most marketers will easily agree with these core marketing beliefs, it’s rarely practiced to the extent that makes a good marketer a phenomenal marketer.

I’ll be writing a lot about the core marketing beliefs (what I’m calling the Core Traits of a MidMarketer) over the next weeks. To finish up with Content is King- take a moment today and read something that’s in the works, or still in the edit process, and push yourself (and your team/agency/etc.) to go one step further with the content. Edit out crap words that don’t mean anything. Be clear and “valuable” to your audience. Become a better MidMarketer.

Posted by Dan Swartz

Posted in: Marketing Strategy, Misc.

Tags: content, core traits, midmarketer, strategy, writing

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