Is There Differentiation That Content Marketing Doesn’t Work For? How to do content marketing? It’s sad but true; Content marketing doesn’t work for every kind of business. You remember our friends at the retail mattress chain? Even if they wanted to pursue their original ideas for differentiation (selection, price, and service), content marketing would be a hard way to do it. It’s not that no one is known for the widest selection of products. (Does Amazon pop into your mind?) Other companies might have that reputation within their niches, too, ranging from big names such as Home Depot to small lighting retailer 1000bulbs.com. Each of them has staked their reputation on selection, but it’s not necessarily easy to prove your wide selection with content marketing. Similarly, Walmart is known for the lowest prices, making it hard for anyone else to be there, too, because there is only one winner. Still, you might think of discounters within several niche businesses. Unfortunately, it’s not easy to think of what kind of content would prove you have the lowest prices. Service is similar because it’s hard to prove good service by talking about yourself. Review sites are popular for assuring good service, but people can only check you on a review site when they have already found you. How do they find you if content marketing isn’t a strong way to highlight good service? The problem with each of these differentiators is that no one searches for widest selection or lowest price or best service because they know they won’t find anything useful. Some kinds of differentiation are hard to sell through content marketing. The fact that they exist in real life will help you retain customers, but you need to find other differentiated areas to attract customers. Sometimes, particular industries have even deeper problems. In the software business, it can be truly valuable to customers if your software products work together as a set of solutions or as a software ecosystem; often vendors provide volume discounts and can simplify integration work. Frequently, two separate products are not
individual winners but might be the best solution when used together. You might notice similar limits to content marketing in your industry. Regardless of your business, you must think clearly about how content tells the story of your differentiation in order for content marketing tips to work. Differentiation is where you start, but differentiation with a content marketing story is where you need to end up.
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