The world turns on content. From commerce to collateral, branding to blogging, management to marketing, content makes the globe go round.

Why then is so much of it so bad?

The simple answer is investment. Good content costs … time, effort, and money.

Or does it?

The most valuable elements of content are communicative clarity and rhetorical persuasion.Is it clear?

Does it sell? A “no” to either question (and far too much content fails miserably at both) inevitably spells disaster.

It isn’t good content that costs … it’s bad. My mission is simple: to save the world from bad content.


Every piece of content must answer two questions:

  1. What hell does it save it from?
  2. What heaven does it deliver unto?

That might sound a bit theological, but it’s the most visceral way to make your content about them, not you. Self-centeredness is a plague: “branded content” that screams branded. Especially in B2B content marketing.

At the other extreme is content for the sake of content — feeding the beast. Truly great content rescues its audience. And it does so prior to and independent of a purchase.

It solves real problems for real people by delivering real value for free. Well, sort of. It should cost them at least their email address (i.e., entering your funnel).


If you’re interested in hiring me (Aaron Orendorff), I’m now Head of Marketing at Recart — an SMS-marketing platform for ecommerce businesses. Learn more about how to pick the best SMS tool or explore the text features of Recart’s Shopify App.

Of course, that means I’m all in with those brilliant folks (and no longer doing consulting work).

But that doesn’t mean we can’t still connect if you want to talk about content, behavioral economics, bunnies, or #LetsGetRejected …