There is a lot of hype about content. It either gains momentum as it garners interest or you lose your target audience within moments.
Content matters! I have found that often the best told story is the one you have lived yourself. It’s penned in the paragraphs that what you speak of is truth, and this is meaningful to your readers. Pinocchio had a hard time telling the truth, his tell-tale sign was an ever-growing nose. Have you ever been in the company of someone, or read an article and felt the content qualified for a Pinocchio moment?
I remember as an Apprentice Pressman, the Journeyman who was teaching me the tools of the trade always said to me “do as I say; NOT as I do”. At the time I didn’t understand the philosophical wording of this statement, but as time went by, I soon began to see the dichotomous play on words. Shortcuts became the norm, while verbal instruction was somewhat far removed. He literally would take shortcuts and then explain the correct process which was an immediate and continued disconnect.
Looking back over the years, I have found it not only vital, but necessary to say what you mean, and mean what you say. It is in the integrity of what is lived and spoken that your audience will listen, or at least give you their attention.
So, content does matter. If you are thinking it, then say it as you think, and you will be sure to grab the attention of your audience.