Differentiation is not Dead: Use Content Marketing to Differentiate your company from the Competition
We’ve all heard the (supposed) bad news: SaaS differentiation is now so difficult that it’s become a nearly obsolete tactic. And to be fair, it’s understandable that so many people feel this way. After all, copycatting successful ideas is so prevalent that it’s practically a cottage industry in and of itself. This creates a real problem for new software startups because it means that building a great, new product is no longer enough.
To be successful in today’s marketplace, a SaaS company needs to have a stellar product and a solid strategy for selling it to the market. CEOs — often highly analytical people — are forced to wade through the nether regions of creative marketing just to keep up. For these data-driven savants who can’t understand why the numbers alone don’t sell their product, doing so can be a disorienting or even frustrating experience.
But the reality is that in many cases, they don’t even go there. To combat this, software companies must take creative content marketing more seriously. In fact, using just a few basic content marketing strategies can go a long way towards creating that all-important brand differentiation.