When I saw the Rolling Stones in 1989, their concert kicked off with a huge pyrotechnics explosion. After that, they launched into the song "Start Me Up".
The explosion grabbed your attention, but the performance of that classic rock song was the payoff, the real value.
Most people's content on their website and social media is the explosion without the song afterward. They have a lot of bells and whistles to grab your attention, but it is followed by either silence or some guy half-heartedly blowing on a kazoo.
I help my clients create the song that is the real payoff, the content that makes people glad they looked this way. - Cris