Sales are (one of) the goals of your business, so you need content.

Here’s a simple example. You don’t watch YouTube ads. You get annoyed when they disrupt your video and you watch the seconds ticking down until you can skip the ad. But what if the ad wasn’t an overused promo message and was actually offering value?

If it tells a great story, you’re more likely to engage. For instance, imagine an ad for a soap bar that starts off with, “it’s important for your child’s health and development that you teach them good hygiene” as opposed to the vague “this soap smells great”. With the first example, many parents would instantly be locked in and willing to absorb more of the ad.

Content adds value whereas promotional messaging can be just noise. So turn the ad into content and content into the ad.