Cool Content. No Conversions. Here’s Why

Marketing Shenanigans (#050)

What’s more important? Content or context? Most people get this wrong—and it’s why their marketing flops.

Here’s the deal: It’s not just about what you create—it’s about who you’re creating it for.

Stop obsessing over production value. Sure, a high-quality video looks great, but the flashiest campaign in the world won’t matter if it doesn’t speak directly to your audience. Relevance is the real MVP.

Here’s How To Get It Right

• Find your people. Speak to your core audience—even if your content is raw, unpolished, or filmed on a smartphone. When your message resonates, they’ll listen. And when they listen, they’ll buy.

• Test before you invest. Once you’ve nailed the message and know it’s working, that’s when you level up. Go big on a long-form series, an unforgettable ad campaign, or even launch a branded podcast.

• Avoid the void. If you splurge on production before understanding your audience, it’s like yelling into the abyss. Nobody cares because you’re solving the wrong problem.

The Takeaway

Context is king. Start with relevance—speak to the people who matter most. Once you’ve got their attention, invest in production that makes them remember you.

Relevance first, production later. That’s how you grow and build something unforgettable.

So when:

Context = Positioning

Content = Production

Remember: context > content

Teddy Giard

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in monetizing lifestyles for brands. Our approach is simple: use a humanitarian approach to identify problems and present our solutions, bridging the gap between performance marketing and brand growth. By doing this, we own the distribution of our own voice and products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.