Content is king. Hail the king! Long live the king! Except…content isn’t king. Let me explain.

Yes, content curation is an effective, maybe the most effective, strategy to bring prospects to the top of the lead generation funnel. Without content, sites end up languishing on page three of a Google search. Therefore, content is a critical need—right?

Not all Content is good 

Bad content not only doesn’t help, it hurts your marketing efforts. When consumers open your content to disappointment they don’t follow through browsing your website. Their journey is over. Content that disappoints the consumer is bad content. Bad content includes:

  • Poorly written content—Content creation isn’t texting; grammar and sentence structure matter.
  • Unappealing typography—Such as fonts that are difficult to read and cumbersome layouts.
  • Improper formatting—Content that doesn’t fit all devices from mobile to full screens.
  • False Promises—When the title doesn’t match the content.

Usefulness is King

Useless content isn’t king, and content isn’t the only way to be useful. Want an example or two? Sit or Squat from Charmin Bathroom Tissue isn’t content but for a mom who needs an accessible and clean bathroom and needs it immediately, it certainly is useful. Moms and others appreciate and remember Charmin for this.

Coupons have been around since Moses parted the red sea. They’ve lasted because folks find them useful. This Red Gold Tomato coupon is an example of using a coupon to drive consumers to a website. I wonder what percentage of consumers redeeming the coupon browse the website? Want more? The 101 Most Useful Websites.

Usefulness isn’t Limited to the Internet

Collateral Material

If usefulness is king what else is useful? This summer I attended Mixwest 2014, one of my favorite annual conferences. I observed nearly every attendee referring to their printed conference schedule. This brochure outlined all of the presentations. People didn’t go online they went on-table. Why Brochures are still a Valuable Marketing Tool. It’s because they’re useful.

Promotional Products 

According to PPAI (Promotional Product Association International)Recall of the advertiser and message behind the first promotional item recalled are very high… 88% recalled the advertiser from a promotional product received in the past 12 months…The main reason for keeping a promotional product is usefulness.Sharing useful branded promotional products is effective marketing.

Usefulness is King, and that Includes Useful Content

We support content marketing and believe it’s one of the most effective ways to connect with consumers B2B or B2C. Content marketing, video, blogs, images, case studies, and eBooks have introduced us to more than 100,000 visitors. And although we may not always succeed, our content strives to be useful. Is yours? What do you do to be useful?