What makes a brand’s content distinctive? If you take a look at some of the organizations with the most successful content marketing strategies, from startups to global businesses, the best of the best are the ones that properly reflect the unique personality of their brand. Sephora’s use of user-generated content – their Beauty Insider Community is impressive and thriving. Nike’s emotive, inspiring storytelling that we will never get tired of. Xero’s welcoming website, loaded with social proof.