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How can you write marketing content that highlights your competitive edge?

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You have a great product or service, but how do you communicate its value to your target audience? How do you stand out from the crowd and convince potential customers to choose you over your competitors? The answer lies in writing marketing content that highlights your competitive edge. In this article, you will learn how to craft compelling and persuasive content that showcases your unique selling proposition, your benefits, your proof, and your call to action.

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Vidyullatha Prakash

Director of Marketing | Asia's Top 100 Women Power Leaders | Harvard Leadership Course Grad | Rising CMO of the Year |…
Jose Antonio Hueso ヅ

?? Mentor en Automoción | Consultor en IA y Automatización ???? #Mentor #Automotive | #Profitability | #AI | #ML | #LLM…
Joshua Romo

Digital Marketing Expert | AI & Automation Specialist | Driving Business Growth

1 Define your competitive edge

Your competitive edge is what makes you different and better than your rivals. It is the reason why customers should buy from you and not from someone else. To define your competitive edge, you need to do some market research and analysis. Identify your target market, their needs, their pain points, and their goals. Then, compare your offer with your competitors' offers. What are your strengths, weaknesses, opportunities, and threats? What are the gaps and niches in the market that you can fill? What are the features and benefits of your product or service that are unique, valuable, and relevant to your audience?

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Vidyullatha Prakash

Director of Marketing | Asia's Top 100 Women Power Leaders | Harvard Leadership Course Grad | Rising CMO of the Year | Forrester Certified B2B Marketing Pro | Startup Advisor | Corporate Mentor | Diversity Champion
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Thorough research is extremely important at this stage. Understanding the key problems that your customers are facing and how they are trying to solve them will help in identifying how you can help and also come up with the right messaging to communicate that to them. Highlighting unique offerings is key as it provides a competitive edge and accelerates your customers' decision making.

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Jose Antonio Hueso ヅ

?? Mentor en Automoción | Consultor en IA y Automatización ???? #Mentor #Automotive | #Profitability | #AI | #ML | #LLM | #DigitalMarketing | #AutoAssistAI | #Innovation
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In today's digital landscape, your competitive edge is multi-dimensional. Think beyond USPs and SWOT. Leverage advanced analytics and SEO to become a consumer magnet. Use content marketing as intellectual currency, turning readers into loyal customers. Innovate with interactive experiences—be it storytelling or AR—to outshine competitors. SWOT lays the foundation; agile marketing tactics elevate your brand to a blockbuster. Be the guiding lighthouse in a sea of options. #marketing #hueseo #ia

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Joshua Romo

Digital Marketing Expert | AI & Automation Specialist | Driving Business Growth
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Personally, since I come from such a service focused background, all I have to do is showcase (in my content) that my experience ties in well with not only their business, but their branding. What sets me apart from other marketing agencies is my personal work experience. I spent almost all of the last 17 years of my work life focused on service based business. Since I was working in it for years, I have a unique perspective of goals from the business owner and customer's side. This gives me the advantage over all other SMMA that try to just push numbers, which isn't the answer. Results are what matters and helping a brand become a valued community resource.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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Top Tip: Start with creating your USP - Unique Selling Proposition. If you don't know what that is... It's what makes you stand out from your competition. Examples of famous USPs: "Melts in your mouth, not in your hand" (M&Ms) "We are number 2. We try harder." (Avis car rental) "Empowering the world to design" (Canva) "Refresh the world. Make a difference." (Coca-cola) and one of my favorites: "When it absolutely, positively has to be there overnight." (FedEx) You see, by defining your USP, you tell the world how and why you stand out - and what you offer that is different than everyone else!

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2 Write your unique selling proposition

Your unique selling proposition (USP) is a concise and catchy statement that summarizes your competitive edge. It tells your audience what you do, how you do it, and why you do it better than anyone else. Your USP should be clear, specific, and memorable. It should also address the main problem or desire of your audience and how you can solve it or satisfy it. For example, a USP for a pizza delivery service could be: "The fastest and freshest pizza in town, guaranteed or your money back."

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Dr Yekemi Otaru

Entrepreneur | Charity CEO | Chancellor | Personal Branding, Sales, Marketing, AI + Customer Insights | Business Education for Startups + Scaleups | Women in STEM | Author, Speaker, Mentor + Recovering Engineer
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Remember to answer the SO WHAT question in your USP. For instance, so what if you make the fastest and freshest pizza in town? For your customers, it’s total satisfaction because they get fed more quickly and the pizza is delicious. Always think about what’s in it for your customer and not simply how good you are.

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3 Highlight your benefits

Benefits are the outcomes and results that your customers will get from using your product or service. They are the answers to the question: "What's in it for me?" Benefits are more powerful than features, which are the attributes and characteristics of your offer. Features tell what your product or service does, but benefits tell how it helps your customers. To highlight your benefits, you need to translate your features into benefits and emphasize how they meet your customers' needs, wants, and emotions. For example, a feature of a smartphone could be: "It has a 12-megapixel camera." A benefit of that feature could be: "You can capture stunning photos and videos of your precious moments."

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4 Provide proof

Proof is the evidence that backs up your claims and supports your credibility. Proof can take many forms, such as testimonials, reviews, ratings, case studies, statistics, awards, certifications, guarantees, or endorsements. Proof helps you build trust and confidence with your audience and overcome their objections and doubts. To provide proof, you need to choose the most relevant and convincing types of proof for your offer and audience. You also need to display them prominently and strategically on your website, landing page, email, or social media post. For example, a proof for a fitness app could be: "Join over 10 million users who have achieved their fitness goals with our app."

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5 Include a call to action

A call to action (CTA) is the final step of your marketing content. It is the instruction or invitation that tells your audience what you want them to do next. It could be to buy, sign up, download, subscribe, contact, or share. A CTA should be clear, urgent, and compelling. It should also create a sense of value, scarcity, or exclusivity. To include a CTA, you need to use action verbs, persuasive words, and visual cues. You also need to make it easy and convenient for your audience to take action. For example, a CTA for a webinar could be: "Register now and get a free ebook on how to grow your business online."

By following these steps, you can write marketing content that highlights your competitive edge and attracts, engages, and converts your audience. Remember, your content is not just about what you offer, but how you offer it and why it matters to your customers.

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Caitlin Kauffman

Marketing, Event and Train(ing) Conductor at Thermal Supply
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Why and for what purpose did you write this piece of content? Who is it for? Keep that in mind as you write a clear and simple CTA. You want to make it as easy as possible for your intended audience to follow through!

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write marketing content that highlights your competitive edge?

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4

5

6

1 Define your competitive edge

2 Write your unique selling proposition

3 Highlight your benefits

4 Provide proof

5 Include a call to action

6 Here’s what else to consider

Marketing

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How can you write marketing content that highlights your competitive edge?

1

2

3

4

5

6

1 Define your competitive edge

2 Write your unique selling proposition

3 Highlight your benefits

4 Provide proof

5 Include a call to action

6 Here’s what else to consider

Marketing

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