How Differentiation Beats Marketing Tactics Every Day

• July 5, 2018

I work with a lot of large companies on their content marketing strategy, and they are always expecting some new technology, a different take on their data, or some exciting new AI technique. What they aren’t expecting is for me to ask them about their differentiation.

Differentiation somehow seems quaint in these modern times. With all the bits and bytes flying around in digital marketing, such old-fashioned marketing seems unimportant. But it’s actually more important than ever.

Here’s why. Content marketing isn’t a victory of technology or analytics or anything else except messaging. Content marketing is the salesperson who never sleeps, who overcomes every objection, and who is there for every prospect who wants to find your product. But you don’t win content marketing on volume. You can’t just make more and more of it and expect people to find it and reflexively buy.

Instead, content marketing is about creating messaging that the people who should buy from you will find. And who are those people? The ones that you are differentiated for.

The problem is that most marketers don’t really understand the full meaning of differentiation–it’s not just more than mere difference. It’s a difference that a particular market will pay for.

And that is where content marketing needs to start. You need to understand your personas, and your buyer journey, but without understanding your differentiation, you won’t know which personas to target. You won’t know what to say at each buyer journey step. And you certainly won’t be persuasive enough to get anyone to buy.

With all the content out there, you can’t just keep creating more messaging targeted at more people with more problems. Instead, you must be more targeted. You must focus on exactly the problems your best customers have. By satisfying them, you create the case studies that persuade even more. Only by doing so can any of the exciting digital marketing tactics make an impact. Your differentiation is the core of your strategy–it drives the tactics.

So, yes, it is important to understand your product. But it is more important to understand how your product is more perfect for your ideal customer than your competitors’. That’s the power of differentiation.