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Differentiation: The content strategist’s secret weapon

Differentiation: The content strategist’s secret weapon

“We are a customer–focused solutions–provider working in partnership with our clients to create win–win scenarios in the marketing sphere.” Sound familiar?

Whether you’re procuring a CRM platform or insuring a new car, as a customer in 2019 you are often surrounded by an abundance of choice and a greater abundance of very same–ish marketing rhetoric.

In this article, Gareth Dunlop points out that the companies that usually win our business are the ones that talk about the specific needs we as customers have, that they uniquely solve.

Click the link below to discover why a focus on differentiation in your online copy is:

  • good marketing
  • what the user wants
  • what often closes the sale.

Read Content strategy must focus on differentiators, first published June 2013.

By Gareth Dunlop

Gareth formed Fathom in 2011 and has been in the business of design performance for over two decades.

View more insights by Gareth

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