Claire Ratushny

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Claire Ratushny



We see this all of the time. Brands, ever hungry for more customers, try to expand by being more inclusive; by trying to appeal to more people by extending themselves beyond their brand parameters. This is wrong; if you’re trying to do that please stop. That just isn’t the way to grow your business or...


For years, I was involved in the world of natural and organic products in the areas of category management, purchasing and marketing at the wholesale and retail levels of the business. I witnessed an industry in its adolescence, with tremendous growth and the usual accompanying growing pains.



Not long ago, Marketing Sherpa, a research institute specializing in tracking what works in all aspects of marketing, published the findings of its 2015 MarketingSherpa Consumer Purchase Preference Survey. Actually, two surveys were taken: one for marketers and one for consumers “to compare what...

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Content Marketing: Looks Like What’s Old is New Again
Don’t get me wrong. I’m not disparaging content marketing. In fact, I think it’s about time businesses focus on the marketing and PR content they’re putting out there. It’s just that good marketers and consultants have been involved with creating solid content right along.
What content? The company web site copy, marketing materials, press releases, white papers on those web sites and articles for trade publications. Even insights on what to blog about. Every bit of this is customer-facing and ought to be approached that way.
Content needs to be focused on how the business can solve its customers’ problems and answer their needs not about how “we’re the best” or “offer the lowest prices”. How many competitors aren’t saying the same things? How does this give your business an edge? Hasn’t this been used to the point it’s being rendered totally meaningless?

Please don’t go there. Instead, use very customer-facing communication to reinforce your business’s areas of expertise that will help them. No hard sell, please. No direct selling of services are wanted or needed.

Showing one’s knowledge and passion; sharing valuable insights to help the customer rocks. It calls attention to your unique business proposition. Writing about it—creating valuable content—on an ongoing basis makes your business come alive. It helps customers find you online, too, since the search engines pick up a constant flow of strong content. Now when the customer conducts an online search your business pops up in a strong position.
By focusing on those key areas of expertise businesses have, and using deliberate key words and phrases, the search engines pick up on them and so does the customer.
 Before you begin:
  • Part of running any business successfully is setting up a marketing strategy: do you have one in place? Do you have tactics in place?
  • Find out what your customers ascribe to be your business’s core assets and offerings. Hone in on that and use it to generate content about who you are and what your business offers without any direct or hard sell.
  • Share insights and expertise free of charge on your web site and all of your marketing communications. Whet your customer’s appetite for your services.
  • Use the key words and phrases in Internet searches that your customers use when conducting searches. When you do, does your web site pop up? If not, align your content so that it will.
  • Do you know how to reach your customer on social media platforms with your content? Are they going to Facebook? Twitter? Find out and use those media outlets to do some mini blogging.
 These are some of the questions marketing consultants ask clients when we begin to put a marketing strategy, tactics and marketing communications together.
Hmmmm. . . .content marketing. It’s what we’ve been doing all along.
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