Beyond content marketing. Let us strive to create substantive ‘substance’ (not “content”).
Content is an anonymous pink sludge
![](https://i0.wp.com/erickimphotography.com/blog/wp-content/uploads/2019/07/texture-closeup-ricoh-gr-iii-2000x1145.png?resize=2000%2C1145&ssl=1)
I hate the word ‘content’. It essentially is a catch-all phrase which describes this pink-sludge crap that artists make.
To call the artistic creations of someone as “content” is demeaning. I would prefer people call “content” as “artwork” or something else (my term is “substance”).
When I think of ‘content’, I think of the random pink sludge that makes McDonald Chicken Nuggets.
Why substance?
![](https://i0.wp.com/erickimphotography.com/blog/wp-content/uploads/2019/07/texture-closeup-ricoh-gr-iii-v3-2000x1135.png?resize=2000%2C1135&ssl=1)
The notion of substance is good, because substance has weight, atoms, solidity, and depth.
My notion of ‘substance marketing’ is this:
Through your blog, website, YouTube channel, whatever– you create substantive art-works which reveal and express your soul.
Essentially your online marketing is trust-building, to signal to others that you are deep and substantive, not shallow and superficial.
Profound and deep
![](https://i0.wp.com/erickimphotography.com/blog/wp-content/uploads/2019/07/eric-kim-hand-1333x2000.jpg?resize=1333%2C2000&ssl=1)
I feel that if you want people to purchase your products, attend your workshops/experiences, or for you to succeed as an entrepreneur — you must prove your worth, value, and substance to others. And how do you do this?
- Showing your legitimacy through your knowledge, your art-works
- Communicating your personal philosophy with others
- Not watering down your message or your thoughts. To allow your fully-concentrated ideas communicate to others, without watering it down. For example, I love my cold brew coffee “un-cut” (100% concentrated). Watered down cold brew coffee seems like a small injustice.
100% you
![](https://i0.wp.com/erickimphotography.com/blog/wp-content/uploads/2019/07/texture-closeup-ricoh-gr-iii-v2-2000x1103.png?resize=2000%2C1103&ssl=1)
Never water yourself down. Directly communicate yourself, your soul, and your entire being into the art-works you create.
ERIC