In the book Differentiate or Die, originally published in 2000, veteran marketing guru Jack Trout discussed how to differentiate your products, services, and business in order to dominate the competition.

Today, that same title could be applied to the content and education-based marketing companies develop as part of their inbound strategy.

Marketers are finding it increasingly difficult to stand out and differentiate from the crowds. Customers use a broader range of information resources than ever before, including traditional professional media, analysts, consultants, research firms, colleagues and professional networks.

Your prospect has access to a seemingly endless stream of information as they self-educate on solutions that will address their priority initiatives. Digital information creation and sharing continues at a relentless pace.



A study conducted by the CEB and Google finds that suppliers as a whole in any given market provide less than half of the total information customers use to make a purchase decision. So if you have 3 competitors, at best you receive just about 15% of total customer mind/education share.

As a result, companies default to producing more content with hopes that volume will finally cut through the clutter. In fact, this approach contributes to even more noise and makes it even more difficult to differentiate your point of view.

How to go forward?

Relevance is the new communications imperative – and that means that insight generation from your target audience is a critical job-to-be-done.

High-value, differentiated content rises to the top of your prospects resource list. When it comes to cutting through the information clutter, “audience insights is the currency that trumps all others”.


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