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. Want more? The 101 Most Useful Websites.
“Gearing up to create your next piece of marketing content? If you want it to stand out from the rest of the noise on the internet, you have to be focused on producing something both delightful and engaging.
That said, there’s some planning to be done before you jump right in. What’s the purpose of this piece? Where can you fit in credible data and examples?Who’s gonna edit it once you’ve written — and rewritten — your draft? How do you plan to spread the word about it so, you know, people actually read it? You need a strategy.” — Hubspot: How to Create Useful Content: 12 Steps to Follow Every Time [Infographic]
Usefulness isn’t Limited to the Internet
If usefulness is king what else is useful? Not long ago while attending a conference 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.
At the same conference a speaker pronounced collateral material as DEAD. He listed reasons why print marketing material were no longer a productive marketing method. At the end of his talk during a question & answer session I raised my hand and asked if I could ask the audience a question. The speaker said of course. I asked thew attendees to hold up their printed schedule if that’s what the used to track sessions. More than 200 people raised their brochures. The printed piece was useful.
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 300,000 visitors. And although we may not always succeed, our content strives to be useful. Is yours? What do you do to be useful?
If we can answer any questions for you, Contact Us. We do our best to be useful.