Chem-Aqua, Inc.

We’ve all heard the phrase: Content is king. And it’s true, but only if the content delivers real value. Content for the sake of content doesn’t cut it. It must inform, engage and be worth the reader’s time.

Sure, we can craft multisyllabic, jargonheavy, cross-functional, sesquipedalian prose, but does your audience want that? Some might, but most don’t.

I work in a technical field that blends chemistry, mechanics, mathematics and thermodynamics. That’s a fancy way of saying I work in industrial water treatment. Here’s what we’ve learned: the most popular content we share answers basic questions and solves common problems. It’s not the company overviews or deep dives into cutting-edge innovations. It’s the bite-sized pieces that explain the fundamentals of what we do and the challenges we help solve.

Basics and Problems Drive Engagement

Want to know our most popular piece of content? A twominute video titled Cooling Tower Basic Operation. Sounds thrilling, right? Yet it has nearly 240,000 views, which is as close to viral as industrial water treatment gets. The runnerup? Water Softener Regeneration Process, with almost 110,000 views. Both cover topics that are elementary in our field.

“It’s not the company overviews or deep dives into cutting-edge innovations. It’s the bite-sized pieces that explain the fundamentals of what we do and the challenges we help solve.”

We practitioners know far more than what these videos cover. But here’s the thing: our audience doesn’t. In fact, they hire us or buy our products because we know more than they do. What they’re really looking for is:

1. Proof that we know what we’re talking about.

2. A basic understanding so they can communicate with us and explain the value to their colleagues.

Our blogs and infographics follow the same pattern. When we focus on the basics or address core problems, engagement skyrockets. For over a decade, this approach has been a winning strategy.

Real Content Is King

Let’s update the mantra: real content is king. Ask yourself:

• How can you break down what you do into core components and explain them one at a time?

• What problems do your end users face that you can solve?

• What needs can you help fulfill?

Start with the Six W’s

The six W’s are a great starting point for identifying core topics:

• What: Define the object, issue or event.

• Why: Explain the reason or purpose.

• Who: Identify the people involved.

• Where: Indicate the location.

• When: Specify timing.

• How: Describe the method or process.

Pick one and run with it.

Search Engine Ambrosia

Here’s the bonus: search engines love this kind of content, especially if no one else in your space is producing it. It positions you as a subject matter expert. We spend almost nothing on paid search or ads, yet our basic content consistently ranks well.

Simple Often Sells

So, tap into your subject matter experts and get back to basics. Test it. Measure it. You might be surprised by the results. In our experience, simple often sells.

Disclaimer - The views expressed are solely James McDonald’s own and not those of Chem-Aqua, Inc.