When it comes to marketing and distinguishing yourself in the marketplace your greatest value-add is YOU.
Think about it... with technology racing at the speed it is almost everything can be considered a commodity. Even if you're in the service industry there is likely a way to automate what you offer FASTER and CHEAPER; and if not it's coming soon!
Recently when working on strategy with a luxury realtor I realized she had a staging background. I suggested that be at the core of her marketing strategy: something that she's passionate about and is unique to her while being beneficial to her target customers.
There in lies your unique value marketing strategy:
What you enjoy/is unique to you + Brings value to your client = Content strategy.