8 out of 10 people will read this headline but only 2 out of 10 will read the rest

Content marketing only works if you understand the two types that form it — sugar and substance.

Credit: GIPHY
Credit: GIPHY

At the core of the piece, a solid message is revealed to the reader, somehow sparking action or unravelling an epiphany — it’s a powerful realisation that something within those very words had a deeper purpose than just to exist on a screen.

Credit: GIPHY

If you read this entire article, you already know that you’re prone to engaging with substance-styled content, but how about those around you?

Writer + mentor. Content marketing expert. SEO fangirl. All-round creative.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store