If Nobody Gets Value From Your Content Was It Valuable?

Valuable content that nobody engages with isn't valuable. It's just content.
Sure, you can have a genuinely useful insight, a novel angle, a well-defined audience, and still produce work that goes nowhere. Value that isn't experienced has potential.

There are a few properties that consistently drive engagement, regardless of format or channel:

1. Relevant work, meaning the audience can immediately see themselves in it, outperforms merely accurate work.
2. Work that's emotionally alive that produces surprise, tension, recognition, or delight outperforms merely informative work.
3. Interactive work that asks something of the audience instead of just delivering to them creates an entirely different quality of attention.

If you don't already know, the goal of marketing is to move people from one state to another, and to do that, it needs to be seen (or heard). That requires creating some friction by providing something to

• respond to
• feel
• act on

The other necessary dimension is memory, which is created through recency, repetition, and emotional distinctiveness. As a marketing engineer, you need to include all three because they are not afterthoughts. The most well-crafted campaign in the world produces nothing if it isn't recalled at the moment of decision. So, will they remember your content when it matters?

Probably not, but you can increase the odds by leading with the value of your solution.