There’s a problem in marketing today.
It’s a problem that I see everywhere and with nearly every company.
It’s the phenomenon of content-free content.
It’s the ability to say anything without saying anything.
Highly educated humans are good at it. Politicians are some of the best. Executives are pretty good too.
But it’s hard to recognize. One giveaway is speech that’s full of buzzwords (silos, verticals, integrated platforms, world class architecture, efficiency, ever changing world, transformative).
Another giveaway is when you don’t understand or gain value from it – especially when you’re in the target market.
In the old days, printing was expensive. Originally everything had to be handwritten.
Then we got movable type.
Then we invented printing presses and typewriters.
Now we’re in an age where content is cheap to produce and distribute.
Write an article, post it on Medium, and boost it on Facebook.
Anyone can do it.
But you have to have something worth saying.
If you want to make a dent in your industry (let alone the world), you have to say something.
It’s like this newsletter: I hope that you get value out of it. I worry about what to say every time I type it out.
Because I want to say something worth saying. I want to add value to YOU.
Attention is a scarce resource.
So my question to you: What’s in your brochures? What’s on your website? What’s in your white papers?
Is your content converting? Is it getting shares? Is it making an impact? Is it starting conversation?
If not, there’s a good chance you have content-free content.
It’s time to say something.
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