Setting yourself apart from your competitors is a key way to catch the eye of a potential customer. What makes your company unique? Why should a client sign with you instead of the competition? A brand’s focused message needs to be about what their customers want to hear.
Jeannie Rossignol – VP, Marketing Communications US Client Operations, Xerox
“All memorable content comes from great stories,” Jeannie said. “Even in B2B.”
When your content is similar to that of your competitors, the important question to ask yourself is ‘how are these products or services going to help the customer?’ Even if you think you know your product, it’s worthwhile to revisit what you think you know and especially how the message reaches customers.