Are you serving fish, chips, or just newspaper?

This concept draws from an old UK tradition: years ago, takeaway fish and chips were wrapped in old newspaper. This practice gave rise to the saying, “today’s news is tomorrow’s chip paper,” meaning that what seems highly relevant today won’t be important tomorrow. This idea perfectly illustrates the difference between high-value, lasting content and the vast majority of digital “throw-away” material.

The goal for any serious marketing effort should be to create consumable content material that is valuable, engaging, and relevant to your audience. This type of content provides meaningful information or entertainment that resonates with your target market, encourages interaction, and fosters a sense of connection with your brand.

The paper: short-lived, low-value content

A lot of the content flooding the internet today is the “paper”. It’s short-lived, prioritises quantity over quality, and is quickly forgotten or ignored by the audience.

This “throw-away” content lacks substance, fails to engage and doesn’t add any real value to your brand or your customers. It might be hastily produced, lack authenticity, or simply not align with your audience’s interests and needs. Much like the newspaper that absorbs oil and is tossed in the bin, the “paper” of content marketing has an extremely short shelf life.

The fish: the good stuff that leaves a lasting impression

The truly valuable, “good stuff” is the ‘fish’.

This is the content your audience can truly get their teeth into (pun intended!). It’s high-quality material that leaves a lasting impression. “Fish” content is the core reason someone engages with your brand. It educates, entertains, or inspires, making it deeply memorable and shareable. It represents the best of what your brand has to offer in terms of insight and utility.

The chips: necessary bulk, but not the main event

The ‘chips’ are the content used to bulk out the ‘fish’. On their own, they may not be anything special, but they remain a necessary and valuable part of the overall offering.

“Chips” content is solid, supporting material. It’s the practical how-to guides, the slightly less in-depth blog posts, or the regular social media updates. While the fish-and-chip shop is judged on the quality of its ‘chips’ and not its ‘paper’, the chips alone are not the main attraction. They provide volume and frequency but rely on the ‘fish’ for the main value proposition.

The recipe for consumable content

To ensure your marketing content is truly consumable and not just throw-away, you must focus on quality over quantity.

• Focus on the ‘fish’: Invest time and effort into creating compelling and relevant ‘fish’ material that deeply addresses your audience’s preferences and pain points. This is your cornerstone content that builds trust and authority.
• Support with quality ‘chips’: Ensure your ‘chips’ are well-executed. They should be accurate, relevant and consistently delivered to keep your audience engaged between major ‘fish’ pieces.
• Ditch the ‘paper’: Avoid content that lacks substance or authenticity. If it doesn’t align with your audience’s needs or your brand’s voice, it’s just distracting noise.

By committing to authenticity, consistency and the power of design, you can build trust and ensure your content doesn’t end up wrapped around old news. If your current content is looking a bit ‘battered,’ it’s time to make it more appetising.