As we being H2 2011, many companies are pausing to revisit market sentiment and to revamp messaging an positioning. At the same time, here in the valley, there are a ton of startups poised to tackle marketing for the first time. Either way, once you have completed that process your work is far from complete.

The next phase, which I am going through right now is to map all of your new content and assets that emerge from the positioning exercise (you did that, right?) and map that content into a grid to see where you have material and where either content needs a refresh or a hole exists. I have found this infographic from Eloaqua to hit the nail on the head in terms of what type of content to use with prospects in various points of the buying cycle. Remember, just because you’ve presented the vision via powerpoint to the CEO and Board does not mean the work is done!