Your content is your story, what you do, your knowledge base, and the reason why people (clients/customers) should do business with you.
Every business has a story and a competitive advantage. However, not everybody knows how to uncover it or knows how to share it with others. Good content that is shared through appropriate channels using the right format will have people notice you, follow you and ultimately buy from you.
Why? Because you will show your audience that you have substance, that you can assist them in a knowledgeable way and that you have taken the time to make your wealth of information available for their own benefit.
Superficial content that is created and shared with no strategy, only sporadically, or with the wrong audience will result in…you bet…crickets chirping.
When should you not care?
You should not care when you are not really serious about building a thriving business. When you expect “them to come just because you built it.”
In this day and age, audiences will expect creative content from you, and they will expect it to come to them in a format that makes sense for them.
Purchasing decisions are being made based on compelling language and design, and, regardless of how cool you think your product is, if your story is not there, you will probably only sell it to your mother (if she read your newsletter).