Content is the tiebreaker.

We've all been there. We've all been in the midst of making a decision between two very similar products. Similar features. Similar price. On the surface, they are nearly identical. You have no brand preference, so how are you to decide? Content. Content is the tiebreaker. Content? Really? Sure. 

Think about the last time you made a purchase and really spent some time weighing the options. How did you learn about the product? Content, right? Some of that content was provided from the manufacturer and some was provided by third-party sources. Hopefully the manufacturer did a decent job of providing the information you were looking for. And if they went above and beyond your content expectations, then that was probably a critical factor in the purchase decision. Did they provide more than product features? Did they provide suggestions for use? Tips for installation? An easy User's Guide? Did they demonstrate complex features through the use of video?  

Content sells.

Content connects your brand with your audience. It
gives your audience a reason to believe. Moreover, it gives them a reason to
buy. Afterall, if you give your customers everything they need to make an informed decision, then that's all they have left to do -- make the decision. If you don't give them what they need to know, they'll go elsewhere to find out. They may end up on a blog or unfiltered product review forum. Are you willing to gamble the success of your brand on what someone else is saying?

So say it yourself. Give the customer what they need. And do so in an engaging manner. Don't just regurgitate content across all your social networks, website and sales materials. Create engaging content that is fitting for the media. How do you know if it's engaging? Ask. Engaging content is not based on what you want to say;
rather it’s based on what your audience wants to hear.

Do this and your audience will respond. Cha-ching.