Understanding and assessing how current content is working provides valuable insights and direction. That’s why we believe audits and the data they provide are essential for identifying opportunities.
Similar to a content audit, an analysis of your current website – from layout, to architecture, to CTAs helps inform strategy to move forward and meet your goals.
Positioning is a part of setting internal strategy before crafting external messaging. It’s a concise consolidation of key benefits + differentiators + your target audience. Getting it right can be challenging but well worth it.
Your messaging is what you say externally. It’s like breathing life into your positioning to connect with your target audience and encourage engagement and conversions.
We guide our clients through a content creation process, both rooted in and guided by the positioning, messaging, and strategy behind it.
Because nothing is static in our digital world, our work with clients continues beyond building content and websites to ensure company growth.
We start by understanding the basics like target audience, competitors, your business strengths and goals.
We believe in a collaborative approach and that means working together in partnership to achieve the best possible results.
Content, design and functionality – these don’t work with the others. Our team of pros work together to achieve award-winning results.
Perhaps the easiest way to define the difference between positioning and messaging is to think of positioning as an internal strategy (within your company) and messaging as external (outward-facing communication to the rest of the world).
The truth is that both are vital to the success of your brand, product, and service lines. Positioning comes first to define unique benefits and specifics of what makes your brand or offering better than the competition. Once you have that piece in place, you can build consistent, convincing communication around it.
Below is an example of a positioning statement for our web design and development services:
For Marketing Directors who need an updated company website, our web design & development is a service centered around increasing your website’s digital value. Unlike other digital agencies who focus solely on creation, our process involves a learning and discovery phase to uncover pain points, goals, and more, as well as a growth phase to ensure your digital presence continues to expand.
First, let’s acknowledge what a messaging statement is not. It is not a tagline. Nor is it your long-term strategy.
It is your opportunity to connect with your audience. A positioning statement can be complicated, clunky and wordy. Your messaging statement is what you get when you take that positioning statement and boil it down to something that will resonate your target audience.
