It is important to identify supporting aspects that add value to the brand promise that are unique in the digital landscape. What extras, beyond the basic product or service, do you offer customers? The Internet offers many channels for creating value. However, the definition of what is “valuable” largely depends on your target audience, so it is crucial to research your users and gather information about what they want and need. Content marketing is the process of conceptualizing and creating this type of content: examples of value-based content include a DIY gardening video for a hardware brand, a research paper for a business analyst, or a fun infographic for a marketing company.