Creating quality content can help organizations achieve competitive advantage.

The importance of creating compelling, relevant and stimulating content that attracts the attention of the consumer is obvious. Elements of design are important, including: color, shape, texture, space, form, unity/harmony, balance, and hierarchy.

The design and general branding are paramount to attracting eyeballs as primary offensive strategies.

In addition, the content and contextual experience (medium, channel, timing, message) you create should make your brand stand out. Evoking emotion and achieving impact to captivate a consumer in a world of limited attention spans results in a competitive market advantage.

Thinking about the content you create and the story you tell that entertains and establishes the quality and tenor of your relationship with customers should govern your content planning and execution.

How well you tell your brand's unique and authentic story and scale the quality of marketing narration to share your message and value is your challenge to own, but should be viewed as an opportunity. Content can serve to be your strategic differentiator when developed correctly, and embracing creativity is an important part of how you tell the story.