Written by: Vickie Sullivan | July 25, 2023
This Content Strategy Will Help You Stand Out
What’s the difference between thought leadership and content marketing? A recent article in Trade Press Services discusses how they differ. In it, author Geri Knilans not only gives an excellent explanation, but she highlights the power of exploring distinctions. It’s a content strategy everyone can apply. (Full disclosure: I’ve known Geri for years and am a fan of her work.)
Showcasing nuances shows deep thinking. Plus, drilling down on a topic in this way conveys two compelling narratives that make you stand out. It shows:
• You’re on the front lines and know what’s going on. Buyers look for content that shows a deep understanding of their world. By comparing two similar things, folks assume this nuanced approach is the rule not the exception.
• You know stuff that others haven’t thought about. These kinds of articles are a great way of pointing out mistakes in thinking without calling folks stupid. More educational, less confrontive. This builds trust, as buyers assume that we’re here to help, not to boost our ego by heckling mistakes.
Nuanced content like this makes your thinking appear sophisticated and based on the real world. It builds the narrative that you are a creative thinker and builds anticipation for future hot takes. Not a bad brand place to be in.
Listen: Avoid These Two Common Mistakes When Highlighting Differences
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