Why Differentiation is Crucial for B2B Content Marketers in 2018

Once everyone got the memo about the power of content marketing a few years ago, the unstoppable tide began to flow.Fast forward to now, and the B2B landscape is flooded with content creators competing for customer attention, scrabbling for prospects, and trying to cut across one another to make an impact.In a study of 172 B2B marketers, 50% of them judged their own content to be ‘about the same’ or ‘less varied and more limited’ than that of their rivals in the industry.In this competitive content environment, how do you make yourself heard above the noise? The answer is content marketing differentiation.Differentiation in content marketing has multiple components. First of all, your content must demonstrate what sets you apart from your competitors, underlining your unique proposition and explaining why your customers choose you over others.Your content itself must be differentiated from the competition. To stand out in a sea of samey eGuides and pointless infographics, you need to craft unique and attention-grabbing content that B2B decision makers haven’t seen before.Differentiation takes on a further dimension when we consider that different channels lend themselves to different types of content. Crafting messages to suit the channel they’re presented on is important.