There’s nothing more frustrating than a content strategy that feels scattered. You post, you email, you tweak landing pages—but the message keeps slipping, like sand through your fingers. You try everything, go at it from every angle. It’s not that your ideas are bad. It’s not that you’re not trying. It’s that the foundation isn’t there. Your positioning isn’t locked in.
Before you can write, before you can market, before you can sell, you need to get your foundation laid out.
The foundation is an essential piece of strategy that allows you to lock in the following:
- What is your product.
- Who it’s for.
- Why does it matter.
- What does it compete with.
Without that clarity, content turns into a guessing game—disconnected blog posts, ad campaigns that don’t convert, social media that feels all over the place.
A content strategy without positioning as a grounding force is like trying to build a house on shifting ground. It will not hold.
Positioning is the backbone of everything. It sharpens your core message, clarifies your ideal audience, and dictates the tone of voice you use across all channels. Without it, content gets diluted. Your audience doesn’t know what you stand for, and worse—you don’t either.
Let's walk through how positioning is a key element for you, a critical piece of strategy that quite frankly enables you to sell.
A strong positioning statement makes it clear: what your product is, who it’s for, and why it’s different. Every piece of content—blog posts, ad copy, email sequences—should ladder up to this. Without it, you risk saying too much, or worse, nothing at all.
A common mistake is either not identifying, identifying too many, or misidentifying your ideal customer, leading to messaging that completely misses the mark. Imagine your true audience is freelancers who need a fast, efficient tool to get work done, but your content frames it as an enterprise-grade solution with complex features. That disconnect ensures your message won’t resonate.
You can’t write sharp, compelling content if you don’t know who you’re writing for. Positioning defines your ideal customer, which in turn dictates what they need to hear, how they need to hear it, and where they need to hear it.
Once you see clearly who your ideal customer is, it makes it a lot more easy to show up, where they are. And it allows you to then form a content strategy that prioritizes and customizes your content creation efforts to maximize your output. Adding on to that, it also allows you to select what platforms are critical for your marketing, and which are not.
When your positioning is clear, your content themes become obvious. You know what pain points to address, what success stories to highlight, and what conversations to lead.
If you don’t define how you sound, your content will shift unpredictably—corporate in one post, casual in another. Positioning and then messaging tells you if you should be bold and disruptive, or warm and approachable.
This can feel subtle, but as human beings we pick up on lack of consistency. Ultimately it’s about establishing a voice that builds trust and ensures customers, that you are the solution they need to thrive, and it starts with having clarity around who you are and how you communicate.
If your foundation isn’t solid, your marketing and sales teams are likely struggling to connect with customers. They may be throwing out different messages, experimenting to see what sticks—a risky approach. Marketing and sales should be two sides of the same story. When marketing piques a customer’s interest and they engage with sales, any misalignment can create confusion, making them second-guess what they originally wanted from your product. And confused customers don’t convert.
Positioning ensures that your marketing message matches what sales teams are saying. That way, when a lead moves from your content into a sales conversation, they aren’t met with something that feels completely different.
There’s a reason so many companies struggle with content. They think they have a content problem, but really, they have a positioning problem. When you fix that, everything else clicks into place. Your content strategy starts to feel effortless. Your messaging is consistent. Your audience finally gets it.
So before you start another campaign, another blog post, another social push—ask yourself: Do I truly know what my product stands for? If not, that’s where you start.
Get the positioning right. The content will follow.
Want help nailing your positioning? Eksakt helps businesses build the foundation they need to create clear, compelling content that actually works.
Let’s talk.