You’re not going to win the business-to-business “Content” game by flooding communication channels with a torrent of content.
Writing good business-to-business content is tricky
Did you hear the story of the lawyer who bought a box of 24 very rare and expensive cigars then insured them against, among other things, fire?
Being a clever fellow, the lawyer smoked all 24 of his very rare and expensive cigars within a month. He then filed a claim against the insurance company stating the cigars were lost “in a series of small fires.”
What happened next is an object lesson for us all.
I’ll explain in a moment.
But First, This
Corporate demand for content is epidemic. From all things “web” to every type of social media, content is needed everywhere, every day, day after day, week after week…
Reaching levels of “ubiquitous-ness,” competition for content is fierce.
In this Information Age arena, this “Content” game may appear most often won by those capable of flooding available communication channels with a torrent of content.
But the opposite might be more true. Like the Federal Reserve printing more money to pay the interest on the Federal debt, the tsunami of content flooding media today cheapens the value of content for everyone.
The One Thing
To be valuable, your content must first be one thing: Honest.
Producing content for content sake isn’t honest. It’s boring. Dishonest content does not engage the marketplace. It repels it.
There’s a term for dishonest content and it applies to all communication media: Spam.
So, be honest in your content. Increasing value is always worth the investment.
Learn from the Cigar-Smoking Lawyer
After he smoked his very rare and expensive cigars, the lawyer sues for his “loss” – AND WINS!
He is awarded $15,000.
After he cashed his check, the insurance company had him arrested on 24 counts of arson. His previous court case victory becomes the prima-facie proof for the insurance company’s suit and the cigar-smoking lawyer is sentenced to 24 months in jail and a $24,000 fine.
The Moral of This Story
If your content is dishonest, make sure you hire someone else to “smoke your cigars!”
It just so happens, I am available to produce the content “cigars” your company needs. So, let’s get together. Just tell me where and when.