It doesn’t matter if you’re a small, medium or large company. When it comes to content marketing, the guiding principles are exactly the same. But in order to differentiate yourself and your agency, one principle matters most.  

According to Simon Thompson, the founder of Content Kite, to give yourself a huge leg up on your competition you need to: “create content to attract a certain type of audience”.

It comes down to these three key ideas:

1. Personality and perspective are one of your biggest differentiators
2. Play to your strengths for the most effective forms of content
3. Expectations will determine your content ROI timeline  

If you’ve got the right audience that you understand, and they understand you, then they’re going to stick around for the long-form (content).