Written by: Dave Dabbah   11/27/2023

Have you ever encountered a brand that churns out an extensive volume of high-quality content, leading you to believe the company must be raking in over $100 million, only to discover it's actually a startup with just 4 individuals running its marketing team?

How does such a lean team manage to produce such a substantial amount of content? Typically, the explanation lies in the adoption of an aircover marketing strategy.

Inside Aircover Marketing Strategies

So what is an aircover marketing strategy? At its core, the basic principle states that a single piece of content can easily be used or slightly modified into multiple pieces of content which then can be distributed across multiple channels.

For example - if your company produces a blog that includes a customer quote, after the blog is published that single piece of content can be turned into 4 to 5 dark social posts, components will show up in a sales deck and a downloadable customer case study may be produced.The acronyms worth mentioning are TAM SAM SOM — which stand for Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market. These terms represent metrics that help most companies define the customer and revenue opportunities within their market.

The aircover this provides for a sales team should not be underestimated as the strategy is ultimately designed to do more with less while building a significant amount of brand awareness and recognition for the company.

The significance of implementing AIRCOVER in marketing organizations goes beyond a defensive stance; instead, it represents the proactive execution of an offensive playbook by your marketing team. The foundational principles of aircover marketing revolve around the meticulous planning, creation, and distribution of content across multiple channels.

The initial step involves securing a commitment from your marketing team, regardless of its size, to adopt an aircover strategy. This commitment is then followed by a planning phase that entails constructing a comprehensive backlog of potential content. Throughout this planning stage, the focus should be on crafting content that not only helps your sales organization but also fosters a stronger brand connection within your community.

Once a piece of content is produced, it should be integrated into a post-production calendar and, ultimately, delivered to the market in a timely manner. While the specific distribution of content may depend on the situation, it's crucial to recognize that a new piece of content can and should be repurposed across various marketing channels. Why limit content production to a single channel when the same piece, or a slightly modified version, can be effectively utilized across multiple channels?


Focusing on the price point is a strategic move in achieving a strong product-market fit. It's not just about assigning a number to your product; it's about understanding the perceived value in the eyes of your customers. By conducting thorough research, considering value, and being open to experimentation, you can find the sweet spot that propels your business toward success.Remember, achieving price point product-market fit is not a one-time event. It's a dynamic state that requires constant attention and adjustment, and getting your pricing strategy right is a significant step in that journey.


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