#4: Leverage collaboration and multiple perspectives

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To increase the reach and impact of your change message, adopt a collaborative content creation strategy that incorporates influencers, experts, or contributors into your proposed changes. This gives them a reason to share and promote your message, thus increasing its reach.

When Michael Stelzner wrote "The Dark Side of Twitter" for MarketingProfs, czechia email list he consulted with his network for opinions and stories to create an article with multiple perspectives. This approach yielded excellent results, with editors noting it to be one of the best-performing content all year.

Michael Stelzner The Dark Side of Twitter
To effectively leverage collaboration in your content strategy, you first need to identify potential contributors and contact them 1 to 2 weeks before the deadline. Don’t just follow social media influencers. Consider bloggers, podcasters, and those with active email lists or membership communities.

Pro tip: When submitting content, be transparent. Include ideas that might challenge or complement your main message.

5: Communicate differentiation through core beliefs and positioning
In a crowded market, it is increasingly difficult to differentiate based on product features alone. Instead, you should focus on articulating the core beliefs and principles that drive change and using them to create a unique position in the market.

When examining your product or service, don’t just look at superficial features. Ask yourself: “What fundamental beliefs do we have about the industry or customer needs that drive us to deliver our products in this way?”