The Niche Model of Content Differing in B2B

A lot of B2B companies don't go the extra step. They say, oh, we're going to do a podcast on cloud computing. Okay, great, join the other 70,000 that have podcasts in that area. But when you go into that content, it's all the same. I could take the content from Amazon Web Services page, throw it on IBM and nobody would know the difference. We are talking about this thing exactly the same. And so if you can focus on that one area on each part of the buyer's journey that you are different and the story is different, well, now you've done everything to not just only diversify, but diversify in