How to Find Your Brand's Unique Content Marketing Differentiator

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Every brand has at least one unique “thing” that sets it apart.

The differentiating factor.

If you are involved in building your own brand or business, it is absolutely necessary that you make sure you have identified that “unique thing” that individualizes your message and content.

That factor that differentiates you from your competitors. The one essential element that everyone else is missing.

Without it, you risk blending in with the masses.

You will become just another dot in the sea of ​​content marketing. Seen and heard today, forgotten tomorrow. A scary reality, but true.

So, our question for you is:

What is your content marketing differentiator in your industry?

First, let's define.

What do I mean by “content differentiation factor”?






Your content differentiation factor (or CDF) is that one thing – the factor that separates you from the billions of other pages of content on the web.

It's the angle you present that provides a slightly different, new spin on topics your readers haven't seen before.

Joe Pulizzi of CMI calls this your industry pivot – more specifically, your content tilt. Joe talks about this concept in his book, Content Inc. which I highly recommend reading. He says:

When you have a strong differentiator, you stand out in a great way. Your voice rises to the top and is heard. People want to hear what you have to say because it is unique, useful, and valuable.

It's the way you not only reach your audience, but you reach them powerfully.



How to Find Your Content Differentiator (and Why It's Different From Your Unique Selling Proposition)


It's easy to confuse your content differentiator with your unique selling proposition, and vice versa.

Your unique selling proposition is NOT the same as your content differentiator. It’s what makes you stand out in your industry.

But remember: They are not the same.

Your unique selling proposition (USP) is the factor that makes your products or services better or more valuable than those of your competitors.
Your content differentiation factor is the unique angle you present as a brand/business. It is the way you approach industry topics and write about them from an individual perspective.
In short, your FDC is closer to your motto and your mission. It's how you approach software managers email database connecting with your audience. To do that, you need to present them with an angle they haven't seen before: your angle.

Here's how to find it:



1. Don't focus too much on your products/services


Jay Baer's great blog represents the problems of what can happen when brands only focus on their USP, or what their products/services do.

The key mistake, as Jay says, is when brands forget to be unique and only focus on the selling proposition:

When sellers rely on unique selling propositions (USPs), they position their products as effective – but forgettable – solutions.

Sure, your product is good and effective… but so what? Why should your audience care?

In contrast, your content differentiation factor is what makes it memorable. It gives your audience a reason to listen to you because it’s about how you help them differently than others.

The way they are helped differently – that is the key.

How do you help your customers differently than every other brand out there? That’s your Content Differentiation Factor.