I read an article about creating content ‘people will love’. It’s great if people love your content. But I’d rather have content that works.
 
Content that works for me is content that achieves its purpose. Make sure you understand what you want to achieve with your content. What’s the purpose?
 
Does the content match your ideal customer’s expectations? Are you solving a problem? Does the content solidify your relationship with your ideal customer?
 
I once managed marketing for a technology company driven by an engineering mindset. We tried to sell whatever the engineers dreamed up. Rather than making what we could sell the company tried to sell what it could make.
 
One product was exceptional and spectacular.  We launched at a major trade show and prospective users jammed our booth. Everyone immediately  understood the product and wanted to play with it. They loved it.
 
Very few bought it. It didn’t solve a real problem. The investment in creating and launching a very innovative product was a total waste.

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