Seth Hastings: I can definitely see that. It feels like non-commodity content would work especially well in podcasts, social media, and other places where standing out is critical. 

Even if the subject matter is the same, every channel requires a different approach. 

Would you recommend a specific frequency for commodity versus non-commodity content? 

Erin Hallstrom: Not really. Instead of thinking about frequency, I think it’s better to think about goals. 

If your goal is to cast a wide net and attract new audiences, commodity content can help. That’s your top-of-funnel content. It’s your explainers, listicles, and answer-focused content that helps people discover you. 

Non-commodity content is often more effective in the middle of the funnel, where you’re trying to build trust and deepen the relationship. 

That’s where experience-led marketing comes into play. 

It’s where you say, “Here’s who we are. Here’s what we’ve learned. Here’s what we’ve experienced. Here’s the data we’ve studied.” 

When I say non-commodity content is difficult to replicate, I mean it’s content that nobody else can create because they haven’t had your experiences. 

For example, maybe Seth’s Secret Sauce Company starts with a piece called “10 Things You May Not Have Known About Seth’s Secret Sauce.” 

That’s great top-of-funnel content. 

But later in the customer journey, maybe there’s a piece about how Seth thought he had the perfect recipe and then made a critical ingredient change that tripled or quadrupled sales. 

Only Seth’s Secret Sauce Company can tell that story. No competitor can explain what Seth changed or why he changed it. That’s what makes the content unique. 

Seth Hastings: First of all, the Triple S, Seth’s Secret Sauce Company, sounds like a business we should start immediately. We’ll figure out how to bottle sauce and make our millions later. 

But I think one challenge here is that unique content can be expensive. It often requires interviews, specialized research, proprietary data, and a lot of time. 

For marketers trying to create this kind of content, how do you balance the investment required to make non-commodity content successful? 

Erin Hallstrom: That’s a great question. I’m a big list person. I love to-do lists, project lists, and future-ideas lists. If I were planning content for the next several months, I’d start with a simple exercise.

I’d divide a page into two columns. On one side, I’d list what I call the “Googleable” or “AI-able” content. These are the questions buyers are likely to search for. 

Think about things like: 

• How do I purchase this product?
• How do I choose the right solution?
• What should I know before buying?
• Ten things you may not have known about a particular topic. 

These are the kinds of topics that help you reach a broader audience. 

Then, on the other side of the page, I’d list the stories. 

What are the experiences, insights, and perspectives that only your company can provide? 

If the first column contains things both you and your competitors could say, the second column contains the things only you can say. 

Start identifying the stories only your organization can tell. 

• How did your company get its name? 

• How did the founder create the first product?

• What lessons did the team learn during development?

• What does your lead scientist know about a specific process that nobody else can explain? 

The great thing is that doing this doesn’t necessarily cost money. At that stage, it’s simply an exercise in recognizing the unique knowledge and experiences already inside your organization. 

That content on your website, in your emails, or on your social channels truly differentiates you from everyone else, especially your competitors.

Seth Hastings: On that note, I have one last question. 

What’s the non-commodity piece of content you’re most proud of that we can include in the show notes so listeners can see a real example? 

Erin Hallstrom: My favorite is probably the piece where I compared myself to Samantha Jones and Blanche Devereaux. That’s probably still my favorite. 

I also wrote something for our corporate blog that’s very much non-commodity content because it focuses on what our company was experiencing and the thought process behind the decisions we made. 

Seth Hastings: Perfect. The more examples, the better. 

I feel like I finally have a solid grasp on commodity versus non-commodity content and how marketers can approach both strategically. 

I actually learned something today, which is great. At my age, that feels like an accomplishment. 

With that, thank you all for listening. Be sure to follow Search and Sustain wherever you listen to podcasts. We’d love to have you subscribe, leave a review, and join the conversation. 

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As always, enjoy the dance party on the way out. We’ll see you next time.