I came across this term that the company 37signals coined, which is out teaching your competition, and I love that term because that describes what we try to do in marketing all the time: out teaching the competition.
The truly successful brands these days are educational. They’re constantly teaching their audience, their users, their customers, sharing insights and making them better at what they do. It can be really beneficial for anyone working in marketing nowadays to think of themselves as teachers. It used to be that our jobs were to go out there and push a product or sell a solution. But buyers don’t buy that way anymore. Increasingly, buyers are turning to brands that actually help and teach them on a consistent basis.
So the next time you go to plan out a marketing campaign, think about that. How can you out teach the competition?
