“So much to say, so much to say, so much to say, so much to say.”
-The guitar player in the Dave Matthews Band

I don’t have much to say here. Nothing, actually. But thankfully, that no longer matters. Because I’m making content!

Q: What’s content? A: Stuff! 
Q: Useful stuff? A: Maybe. 
Q: Interesting stuff? A: Eh.
Q: Does it matter? A: No!

We hear about content a lot in our business. It’s currently our industry’s currency of relevancy. The thinking goes: if you’re not making content, you don’t exist. Content is the proof you’re at the party. It’s the “beep!” on your brand’s heart monitor. “We need more content!” says everyone. But the real question is: Why?

I was brought up to believe: “If you don’t have anything nice to say, don’t say anything at all.” For content-generating purposes, maybe that should be amended to: “If you don’t have anything to say, don’t say anything at all.”

Take it from old timey author Voltaire:
“The more a man talks, the less he knows.”

Voltaire

Or from our own Digital Director Mike Krueger:
“When people ask, ‘how often do we need to post on (wherever)?’ I’ve kinda always wanted to reply, ‘post when you have something people will actually care about.’” (BTW, thanks for the content, Mike.)

Or, as advertising luminary Dave Trott explains incredibly well here, maybe too much emphasis is being put on the newfangled thingamajig that’s delivering the content. And not enough weight is being placed on the quality of the content itself. You know: THE IDEAS.

“No way,” you say, “people love random marketing content. Show us a relevant statistic from leading global b-to-b research and advisory firm SiriusDecisions to back up your flimsy argument.” Wow, what a specific request. Here goes:

“60-70% of marketing content goes completely unused.” (SiriusDecisions)

And I’d bet dollars to donuts (which are both quality content) that, on the scale of good, relevant, idea-based content to random, blah-blah, stuff-based content, the 60-70% they’re talking about is all random stuff.

Look, people aren’t dumb. Your content might look pretty and novel as it’s delivered in some cutting-edge-for-now package—but people know junk mail when they see it. So instead of saying a whole lot of nothing to each other in revolutionary ways, maybe we should remember we’re in the ideas-that-solve-business-problems business—and stop being content with just making content. (Zing! Content pun! Nailed it!)

BONUS CONTENT:

In honor of #NationalNachosDay (today), here’s one free tweet of non-industry-specific content. (Your social content interns can thank me later.)

It’s #NationalNachosDay! Or as we like to call it: EVERYDAY!!! 😉 Retweet for a chance to join our email club! #nachos #yay #content #internet

Nachos