As a BTB marketer today, one of your biggest challenges is setting yourself apart from the competition and being different enough to be remembered. Ask yourself this, is your content different enough? Research shows that almost 50% of marketers say that their content isn't different enough from their competition. As a marketer, you have to find innovative messages, new angles, new ways of creating content so that you stand out so that you're remembered. And you should start by doing a few of these things. Firstly, you want to ditch content for content sake. Focus on creating content that has real purpose and value, content that adds to existing conversations and ignites the next. Secondly, focus on thought leadership to truly distinguish yourself and your content. Identify the trends, honing on the news, and really give your opinion. Next up, you have to develop your own ton of voice. 40% of marketers across industry that don't have a unique ton of voice. So where's the edge? And then it's time for your content to build a relationship so be targeted and be personal, know your niche and do it well. And finally, it's about bravery. Are you brave enough to really differentiate? Can your content stir up industry-wide debate? 41% of marketers, they said they're not brave enough to truly differentiate. But differentiation, it has to be sustainable. You have to have the ability to create and to promote quality content on a consistent basis. And don't forget, you can't look at the competition and just say you're going to do it better. You have to look at the competition and say you're going to do it differently.