Content Is King
What you say matters.
How it makes people feel matters more.
As much as we'd like to believe we're rational, logical creatures, the truth is that we're emotional decision-makers. Bury it beneath as many reasons as we like, when we're choosing between this thing or that one, it often comes down to a feeling. Who would be easier to work with? Who is more trustworthy? Which company has similar values? Which organisation makes me feel good about their purpose?
The Content Connection
Content helps answer these questions before your audience may even formulate the question. It differentiates you, makes you memorable and creates a connection that - when it comes time to make a decision - is difficult to break.