If you Google these four words you’ll get over 600 million search results in less than 0.2 seconds. Amongst these links you will read articles about putting as much content ‘out there’ as you can. Others will urge you to ditch advertising and create content instead, because content is the new way to drive traffic, generate leads and maybe even add some value.

But just like a billboard is a flat surface, content is just something that’s expressed, until it creates meaning for people. Yes, more than 300 million people read blogs every month, but they’re not actually searching for content.

Don’t set out to simply create content, inspire, delight, inform, educate, be generous, move people, help them to belong and to matter. Go make meaning instead.

Image by @abrunvoll.