How to differentiate your content marketing strategy in highly regulated verticals

Tomorrow People

Content marketing is fantastic for pharmaceuticals, healthcare, and financial services, as long as you play the game of differentiation. Some industries have it tougher than others when it comes to creating a quality content marketing strategy. Highly regulated industries like pharmaceuticals, healthcare, public sector, and financial services face unique challenges. Have we ensured this case study subject (for example) can’t be identified? Be a true industry expert.

One differentiator per video. A format that’s about to take off.

Biznology

Technology products have become increasingly hard for buyers to differentiate. Gartner has published research on the prevalence and dismal consequences of failure to differentiate. Similarly, Gartner research analyst Hank Barnes says that the way to differentiate a technology solution is, not with forgettable laundry lists of differentiators, but with one key differentiator. One differentiator per video is a format that’s about to take off.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Content Can Differentiate Industrial Companies When There’s Parity in Value Propositions

Industrial Marketing Today

A Value Proposition plays an important role in differentiation, which in turn affects lead generation. Yet, if you read the content on most industrial websites, they tend to sound similar within each industry. Most manufacturers and industrial companies make generic claims that are often copied by their competition and lack validation. One strategy that has consistently produced good results for my industrial clients is using the power of industrial content marketing.

Differentiated Marketing for Professional Services

Hinge Marketing

This strategy is called differentiated marketing. Differentiated Marketing Defined. In Differentiated Marketing a firm pursues multiple target markets using different marketing strategies for each. Here they use a differentiated marketing strategy. That is the essence of a differentiated marketing strategy. Differentiated Marketing in Professional Services. And it requires discipline to plan and execute a differentiated strategy.

Why Differentiation is Crucial for B2B Content Marketers in 2018

Tomorrow People

In a study of 172 B2B marketers, 50% of them judged their own content to be ‘about the same’ or ‘less varied and more limited’ than that of their rivals in the industry. The answer is content marketing differentiation. What is differentiation? Differentiation in content marketing has multiple components. Your content itself must be differentiated from the competition. How many marketers are differentiating? Differentiation by channel.

Improve Close Rates with a More Personal, Differentiated Sales Conversation That Stops Sales Drops

Marketing Insider Group

It’s a shame that manufacturers and others do not clearly see the above firm’s value because on the website they speak to how they deliver 91% on time and in budget vs. the industry average of 40%. They talk about achieving 96% of business goals vs. the industry average of 64%.

Competitive Differentiation: A Playbook for Winning in a Congested Marketplace

Hinge Marketing

I talk with professional services clients every day, and I hear a lot of confusion and anxiety around the concept of differentiation. Top executives at firms small and large have heard that differentiating their business is important, but many don’t believe they have any competitive levers to pull that will make them stand out. Others have tried out some so-called differentiators in the past but saw no results. What Is Competitive Differentiation? Any Industry

Industrial B2B marketers have an untapped digital opportunity

Biznology

No, you don’t have to be the Amazon of your industry. We especially hear from industrial prospects all the time: B2B has lagged and it’s costing them. Now imagine you work at a scrappy small player in your industry. White Papers and Case Studies. B2B lags in digital.

Study Compiles 59 Thought Leaders To Help You Bridge The Digital Gap

Marketing Insider Group

The threat from digital disruptors is a challenge that plagues slow-paced industry incumbents. Read full study here : Insight Digital Transformation. “ Read full study here. By Johannes Ceh.

How to Support Your Differentiators [VIDEO]

Hinge Marketing

Once you’ve identified your differentiators, it’s important to validate them with the marketplace. Here are 6 ways to ensure that your website and marketing materials describe, reflect, and prove your differentiators. Today I want to talk about how to support your claims for your differentiators. Supporting your differentiators. The post How to Support Your Differentiators [VIDEO] appeared first on Hinge Marketing.

Break Free: 5 Tips To Differentiate Your Brand

Marketo

Brands across the globe and in virtually every industry are suffering from a crisis of differentiation. Professional services, airlines, wireless communication, and insurance are just a few examples of industries in which major brands have become nearly indistinguishable from one another. The primary reason for this: Companies have forgotten how (and why) they need to differentiate their brands. To be fair, the importance of differentiation is not a new idea.

Is your referral strategy tied to your differentiators?

Hinge Marketing

Differentiation is one of the most poorly understood pillars of professional services marketing. Many execs still believe differentiation isn’t a necessary component of overall growth. As easy as that initial undifferentiated climb can be, executing a sustained referral strategy when you aren’t differentiated can be near impossible. Differentiators make it easier for decision makers to understand why they should choose you. What is a differentiator?

The 2018 High Growth Study is Here

Hinge Marketing

The results from the 2018 High Growth Study are out, and there’s a great deal for professional services firms to learn. Now in its third year, the study involved over 1,000 firms with a combined annual revenue of more than $176 billion and marketing budgets totalling more than $20 billion. Download The 2018 High Growth Study Executive Summary. Here are some of the highlights from the study. Across all industries covered by the study, one in three (34.2

Five Steps to Find and Own Your Differentiators

Hinge Marketing

When firms decide to identify their differentiators, the story tends to take a certain predictable shape. At the end of such a meeting, the folks at these firms usually come away imagining that they’ve isolated their differentiators – but they haven’t. That leads to a glut of false differentiators. Generally speaking, you’re not going to find your differentiators around your conference room table. Choose an approach to differentiation.

How to Create Case Study Videos That Win New Business

Vidyard

Case study videos are powerful tools for businesses looking to attract new clients and drive revenue. By using video, you add a personal element that’s difficult to achieve with a traditional, text-based case study. What is a Case Study Video? The 3 Types of Case Study Videos 4.

High Growth 2020 Study Shows Companies Can Grow 3x Faster by Using These 5 Strategies

Hinge Marketing

For the fifth consecutive year, the Hinge Research Institute conducted a comprehensive study of over 1,000 businesses providing professional services. FREE Download] High Growth Study 2020: Executive Summary. Image Source: High Growth Study 2020: Executive Summary. Any Industry

How to Differentiate Content Curation on Social Media

Hinge Marketing

Whether on Facebook, Twitter, or Linkedin, professionals are sharing relevant articles found on news sites, magazine sites, industry sites, blogs, Youtube, company blogs and their own professional blogs. How can professional services marketers differentiate themselves using content curation as a marketing tactic? How the content is introduced and is another way to differentiate sharing content. Are you differentiating how you choose to introduce curated?

Top 6 B2B Marketing Benefits of Doing a Brand Study- Research Roundup

Hinge Marketing

In my years doing research at Hinge, I’ve studied hundreds of professional services brands. In B2B, a brand study is an objective evaluation of how a company is perceived by their target audience. A successful study will measure specific brand attributes like value, delivery, referral potential, reputation and visibility. Many B2B marketers today take full advantage of conducting brand studies. Here are the top 6 B2B marketing benefits of doing a brand study. ?. #1.

Industrial Marketing Management for Monster Results

Roketto

There are many opinions on channels, tactics and strategies on what successful industrial marketing management looks like. If I had to sum up results-based industrial marketing management into a single sentence, it would be to simply pay attention to the entire marketing funnel. The first (and often skipped over) step to successful B2B industrial marketing, is research into who your prospects are, and what they care about. Case studies.

Big thought leadership ideas for big industry

Integrated B2B

People can be intimidated,” said Morten Floee Knudsen, when I asked him about thought leadership as a marketing mechanism in heavy industry. People can be reluctant to start a conversation about the big questions in the industry; the ones where there is no clear answer.

Study Shows SMB Marketers Want to Communicate Value with Metrics

Oracle

by Erick Mott | Tweet this Marketers from small-to-midsize companies are taking greater advantage of modern marketing techniques and are more reliant on key digital marketing activities than marketers overall, according to a new study by BtoB Magazine — SMBs: Maximizing Synergies in Technology, Branding, Customer Interaction. What do you think about the study?

SMB 187

Industrial Marketing Management for Monster Results

Roketto

There are many opinions on channels, tactics and strategies on what successful industrial marketing management looks like. If I had to sum up results-based industrial marketing management into a single sentence, it would be to simply pay attention to the entire marketing funnel. The first (and often skipped over) step to successful B2B industrial marketing, is research into who your prospects are, and what they care about. Case studies.

Webinar Recap: 21 Best Differentiators and How to Find Yours

Hinge Marketing

A brand differentiation strategy is one of the most poorly understood pillars of professional services marketing. Some professional services firms recognize that a differentiation strategy is the foundation of a solid brand. Most firms in a given industry tend to all be the same anyway right? So what good is a differentiator? Our latest webinar helped shed some light on the whys, the hows, and the whats around formulating a differentiation strategy.

Expertise as a Differentiation Strategy

Hinge Marketing

If you want to stop competing on price alone, it may be time to develop a stronger differentiation strategy. Differentiation Strategy Defined. This is what is known as a differentiation strategy. Three Tests for a Successful Differentiator. How do you know you have a good differentiator? Well, we recommend you put each differentiator to the test. You can’t just make up claims of differentiation. Any non-relevant differentiators are wasted effort.

UX is the top brand differentiator among marketers in 2020

ClickZ

Marketers, by and large, don’t feel that branding can be automated because it produces less brand differentiation and diminishes creativity. Respondents indicated that user experience was the strongest brand differentiator (over brand authenticity and superior product innovation.).

10 tech trends that'll shake up your content marketing strategy in 2018

Tomorrow People

But still, 41% of marketers lack the buy-in to be brave and differentiate their content marketing. Revenue from virtual reality and augmented reality is predicted to skyrocket over the next few years, with studies forecasting sums from $108 billion to $160 billion by the early 2020s. This growth only looks set to continue, making the race for content differentiation more urgent than ever. Content Marketing Differentiation Tech Trends

Trends 224

Case Study: How Aqua Security Reached 24% Conversion to MQL

Marketing Envy

Establishing presence as a serious contender in virtualized container cybersecurity required investment in brand awareness and market education in an industry that was still in its infancy. Key differentiators. As expected with new industries, Aqua’s most relevant keywords had very low search volume, and the ones that did have volume were not yet relevant. Identifying industry influencers and heavily engaging with them. Inbound Marketing Case Study

Automotive: an industry ready for advocacy and experience innovation

Biznology

Recently, my study and practice of Content Marketing has caused me to reexamine my years in automobile retail marketing and OEM branding offline. While I maintain some contact with the dealer world I once called home, I’ve come to realize how far our industry has come. In the case of automotive, the industry’s marketing support has limited innovation at least in part due to self-interest, stagnant relationships, and complacency.

Content marketing en MaaS: 8 reasons why your content marketing agency is your new competitive advantage

Tomorrow People

How to build meaningful competitive advantage with your content marketing agency to differentiate your offering and stand out from the crowd. Work with a content marketing agency to build competitive advantage and differentiate in your industry. The key is to steal a march on your competitors by combining your industry-specific expertise with the agency’s content marketing know-how. They help you differentiate and be original. Content Marketing Differentiation

Agency 199

Pitch Perfect: How Sales Enablement Can Optimize Your Bank’s Competitive Differentiation Strategy

Seismic

These days, small- and medium-sized companies are using far more banks than even just a few years ago: according to Gartner’s 2016 Study: “A New Basis for Competitive Advantage,” 53 percent of companies use four or more financial providers. With so much competition in the financial services industry, banks are under tremendous pressure to find ways to differentiate themselves. So, what can banks do to differentiate themselves?

Content Marketing Lessons From the Preserved Roses Industry

ClearVoice

With careful branding, on-point copy and carefully curated content you can elevate and differentiate , instead of simply going to market. Before we get into the nitty-gritty and takeaways, here’s some information about the industry. 3 ways to disrupt a tired industry.

What kind of video do you need in sales communication?

Biznology

is the question posed in an article by Tamara Schenck about about CSO Insights’ 2018 Buyer Preferences Study. Differentiation becomes difficult because “there is less time and space to inspire with creativity.”. Sales enablement programs, Schenk argues, should ensure that salespeople have individualized “value messages” — inspiring ideas about the buyer’s issues — for each phase of the customer’s path, and relevant to buyer roles and industries.

Video 149

Five 2018 Content Marketing Industry Trends to be Thankful For

RockContent

In a benchmarking report from earlier this year, Demand Metric and ion interactive found that a whopping 96% of study participants believe that content interactivity impacts buyers’ decisions as they go through their journey. The study also found that compared to passive content, interactive content is more likely to be effective at educating buyers and differentiating from competitors, and more likely to be shared frequently. Industry trends

Travel Industry Consumer Trends 2019

V12 Data

Travel Industry Consumer Trends 2019. The travel industry has recently seen unprecedented growth driven by a stronger economy and higher consumer purchasing power. In the midst of this growth, digital transformation has also impacted the travel industry, both in digital tech and digital channels on which consumers can research and book travel plans. The customer experience is clearly important to consumers, both in the travel industry and across verticals.

A Complete Guide to Demand Generation [Examples + Case Studies]

Outgrow

A Complete Guide to Demand Generation [Examples+Case Studies] . What differentiates demand generation from inbound marketing is the fact that inbound marketing is just one way of generating demand. When you share statistics, the prospect gets a better insight into your industry.

Ecommerce Conversion Rates Across Industries (And How to Raise Yours)

Hubspot

It's not worthwhile to compare your ecommerce CVR to an overall benchmark that aggregates CVRs across industries. If you're starting from scratch, here are industry-specific benchmarks backed by recent research that we've compiled from a variety of sources.

How to Create Case Study Videos That Win New Business

Vidyard

Case study videos are powerful tools for businesses looking to attract new clients and drive revenue. By using video, you add a personal element that’s difficult to achieve with a traditional, text-based case study. What is a Case Study Video? The 3 Types of Case Study Videos 4.