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There are 2 main frameworks for winning at content marketing: 

1. When competition is weak, do it better. If your market is new or your competition is weak, you can take an existing formula and refine it. This typically means creating content that’s similar to what’s out there, just bigger, better, longer, etc.

2. When competition is strong, do it differently. If your space is crowded, consider creating a new formula. Think of Buffer sharing their salaries, Mattermark’s daily curation, or Ben Thompson’s analysis. It’s much easier to grow a site when you have a formula that breaks the mold.

Applying them correctly is the key to success. 

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