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20 SMT007 MAGAZINE I FEBRUARY 2024 Feature Article by Barry Matties I-CONNECT007 What is your brand and message, and why is this important? Aer 40 years running a busi- ness, I've learned the true core values of mar- keting and why it is critically important to any business success story. You must define and share your message, align your team, and stay in it for the long term. Here are several tips and examples to help you get there. Content Marketing One of today's best marketing tools is con- tent marketing, a term most know but few uti- lize well. It goes beyond sending a press release to announce you will be exhibiting at a show. Content marketing is taking part in, and driv- ing the industry conversation as an expert. What does this mean? You must focus on educating your prospects by providing solutions to their pain points. ese are issues that are extremely challeng- ing or create frustration and waste in their processes. is allows you and your team to become the leading recognized experts com- mitted to solving problems. Problem-solvers are rewarded with business. If you focus on education, you don't have to "sell" to increase sales. The Power of Branding Branding means creating awareness about your company and/or product to differenti- ate your presence in the marketplace. Short- Effectively Conveying Your Brand— and Your Message

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