For free consultation contact us today at: 774-239-7663

Leveraging Content as a Business Differentiator in the Marine Industry

Businesses often find themselves adrift in a sea of sameness. But there’s a beacon of differentiation that can guide companies to the shores of success: content. “What’s the content? What’s the value that I want to give to the audience?” This question lies at the heart of using content not just as marketing fluff but as a strategic asset that sets your marine business apart.

For more follow Merrill Charette and check out our full blog at

The Content Compass: Charting a Unique Course

The marine industry, with its unique blend of tradition and innovation, offers fertile ground for rich storytelling. Content that resonates with your audience can be a powerful differentiator. It’s about thinking beyond the container – be it a blog post, a podcast, or a social media update – and focusing on the story and value you’re delivering.

For marine businesses, this could mean crafting customer stories that dive deep into the challenges and triumphs of life at sea. It’s about leveraging every piece of content, like a captain utilizes every gust of wind, to propel the business forward. I know for a fact that the number of businesses that think that way are very small, emphasizing the opportunity for marine companies to lead the way.

The Editorial Fleet: A Unified Content Strategy

Creating a universe of content, akin to the Marvel universe, can seem daunting. But the marine industry can take a page from the Cleveland Clinic’s playbook (A Hospital). They treat their health library and blog as “revenue-generating properties” and their “brand flagship,” which could be analogous to a marine company’s catalog of innovative vessels or a series of expert articles on maritime conservation.

This could translate into a comprehensive library detailing the intricacies of boat maintenance or a blog series exploring the latest in marine technology. The key is to create content that not only informs but also engages and excites the audience, much like the Cleveland Clinic has done in the healthcare space.

The Voyage of Content Creation: A Process of Discovery

We can’t underestimate the importance of planning and prioritization in content creation. This means meticulously planning your content calendar around maritime events, seasonal trends, and industry innovations, ensuring that your content sails smoothly towards your business goals.

Moreover, the metaphor of air traffic control for content strategy can be particularly relevant for marine businesses. Knowing all the “planes in the air” – or, in marine terms, all the ships at sea – can help in directing them to the right “runways,” ensuring that each piece of content has a clear purpose and destination.

The Captain’s Log: Authenticity and Experimentation

In an industry as storied as the marine sector, authenticity in storytelling is crucial. Surprisingly raw, behind-the-scenes content resonates with audiences. For marine businesses, this could mean sharing the authentic experiences of sailors, the craftsmanship of boat builders, or the sustainability efforts of the industry, all of which can create a genuine connection with the audience.

The Lighthouse: Guiding Your Content Strategy

Prioritization is the lighthouse that guides your content strategy. Form a “cross-functional leadership committee” to decide on content priorities, which in the marine industry could involve representatives from design, engineering, sales, and customer service. This ensures that all voices are heard and that the content reflects the multifaceted nature of the marine business.

Setting Sail with Content

In the marine industry, content that resonates with the audience’s love for the sea, respect for nature, and thirst for adventure can set a business apart. Great processes build flexibility in very intuitive ways. By embracing a strategic approach to content, marine businesses can navigate the competitive waters and chart a course for success that is as distinct as their legacy.

Merrill Charette

Brought to you by 

SHIPSHAPE.PRO – Innovative platform that bridges the gap in marine repair

MIDA.PRO – Marine Industry Digital Agency – Web dev / Marketing