Best in class — A controversial marketing posture

Often when consulting I get asked about where to house content, in fact it’s usually where the conversation begins. “So we’ve got a blog…”

To which I respond…

What’s your core competency?

Because this signal is often lost in noise of discussing what competitors have done.

  • If your core competency is marketing, don’t build manufacturing infrastructure.
  • If your core competency is manufacturing, don’t build marketing infrastructure.

Stick to your wheelhouse and dig deep; Innovate in that space; Lead.


  • When folks go to look for photos, they go to Instagram; If you have photos, then you should have a presence there, you should cultivate a following there, and you should point them to your core competency from there.
  • When looking to read something interesting, they go to Medium; If you have articles, then you should have a presence there, you should cultivate a following there, and you should point them to your core competency from there.

Assume the above answers aren’t Pinterest or Medium, either way they have something in common, best-in-class solutions.

Have a presence on best-in-class solutions for whatever the need; Don’t spend even a second building out a poor and outdated version of it in your own sandbox and expect folks to flock. Your sandbox should show folks where your presence is on those external solutions and subtly let your fans know that you are one with the market at large..

And therefore, one to take just as seriously.


What about SEO!?

  • It’s correct that when someone searches for your content, they’ll find it elsewhere (you’ll also get followers from those sites you never would have otherwise touched); That same content on an industry leading solution will point back to you, the secret sauce.
  • It’s also true that when they search for your core competency they’ll find a polished implementation of you and what you do best.

Focus on the secret sauce and your customers, SEO will come.