Pierre Herubel

Too many brands start from "let's go viral".

Here are the 3 strategic tasks they're missing:

1. A business strategy with "offer-market fit"
2. A positioning strategy with clear messaging
3. A roadmap to turn (1) and (2) into content

They want to "go viral" but:

- Don't know who they're talking to;
- Don't know what problem they solve;
- Don't know what to say in the content.

They're missing the foundations of content.

So they end up optimizing small details:

- "What should be the color of the banner?"
- "I think it didn't perform because of the CTA"

Now of course content in 2025 is about EXECUTION.

- You need the right hooks & skimmable content
- You need great graphics & top notch video editing
- You need to combine formats, types, and channels

But as any other marketing tactic, content relies on foundations.

Here are 3 examples on how exactly:

- Solid content pillars → based on messaging
- Good story telling → based on value proposition
- Interesting narrative → based on audience knowledge

So let's focus on business strategy (1) and positioning strategy (2) first.

Content strategy (3) comes next.

2 weeks ago | [YT] | 30