Using content marketing to differentiate your brand

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Content marketing shouldn’t be an afterthought or something you just create for social media. It should be a key component in your marketing toolbox, as a sound content strategy can be a game-changer for many brands.


I recently wrote a marketing strategy for an American discount website. Having launched a few months before without much fan-fare, they finally secured a budget for marketing. What they thought they needed was a big campaign to turn up the heat – to get their target audience talking about them and coming to their website day in-day out.

And they were right. They did need a campaign.

But first they needed go back to the start and establish their position in the market. They needed to find a way to differentiate, which no other brand in their category had done. All of their competitors offered the same product in the same way – no one was changing the game, no one was offering anything other than discounts. And yet, these brands still and in some ways expect customer retention and loyalty.

However, none of their competitors were producing useful, compelling content.

Now the brand has a way to differentiate! A reason for customers to come back to their website and build loyalty. By providing a hub of useful money saving content to complement the shopping discounts they offer, they can become a resource too. The brand can become a bigger part of their customers’ lives, not just their shopping habits. What’s more, there’s nothing more powerful than word of mouth, and we share great content (especially tips, how-to’s and advice) with friends, family and our social networks.

So instead of just focusing on generating leads or educating customers on a new product – think about how content can help differentiate your brand or find its niche in a crowded marketplace. And don’t forget to get it all down on paper – the most effective content marketers are the ones with a documented content strategy!


Has content marketing made a difference to your brand? If so, I’d love to hear about it in the comments section below…