Does your content matter?

Here’s a disgustingly clichéd phrase for you: content is king. Except, this often regurgitated marketing line is flawed. It assumes that by simply making content you’re going to rule the rooste your competitors sup upon your mighty dust cloud. Nah.

Some brands have truly mastered the art of the shoehorn - creating content that doesn’t make sense in their space just because they believe that creating content is going to help.

Take a step back. Think about what your customers would expect to see from you. What helps them solve a problem? If it’s a piece of earned content for the media, what is going to get you in the most relevant publication for your audience?

William Faulkner said it best: “In writing, you must kill all your darlings”. He may as well have started with: “In marketing…”. If your content isn’t doing the right things to address audience pain points then savagely murder those ideas.