LSV Communications

The marketing plan begins with the customer persona. Meet with everyone who has customer contact to elicit the information that will...

The second segment of the marketing plan is determining the competitive sweet spot or positioning. This is the space where you can be all...

The third segment of the marketing plan is the value proposition, which is the customer-facing statement developed from the buyer persona...

The fourth and final primary segment of the marketing plan is the positioning statement, which summarizes the due diligence of the buyer...

In our last update, we summarized the positioning statement, which completes the marketing plan’s primary elements. Now, you’re ready to...

If you’re following these weekly updates, you know I advocate informal, conversational content, which seems to be consistent with how...

When a sales prospect is researching your online content, she or he needs a reason to care. Value proposition-based content, describing...

How does your content appear on mobile? I think this is an essential question that goes beyond whether the website is responsive for...

In their business book bestseller, Made to Stick, Chip Heath and Dan Heath talk about “why some ideas survive and others die.” By...

When we’re talking about sticky content, to continue the conversation, we have to talk about video. Cisco reports, “Globally, consumer...