In highly competitive niches, the biggest difference between market leaders and the rest of the crowd is quality content marketing. There is no better way to show that your business is the authority in your niche that a brand strategy with content marketing at its core.
Creating content for your website and marketing efforts is not enough. You must create that content driven by the purposes you are seeking to fulfill. Otherwise Content Marketing success is unlikely.
With Content Marketing it is important to do as Simon Sinek says and start with the why. Examine the purposes behind Content Marketing, and you will be amazed at how versatile and effective it can be.