In this day and age, substance matters.
What you say must be meaningful to the people you're trying to attract. Your content must solve real problems and satisfy real desires.
So why should it matter how you say it?
The reality is, how you say it has always mattered, and it matters even more today. For content marketing, it's basically the difference between success and failure.
You're in a battle for attention. A headline that doesn't specifically convey a compelling promise results in content that is too often simply ignored.
Beyond that, your copy has to hold that precious attention, sentence by sentence, until the conclusion. Even the appearance of your content on the page matters when trying to make a substantive point.
Finally, the way you convey information, no matter how independently valuable, affects everything from clarity to engagement to retention at a psychological level. Your ideas and advice must stick in people's heads for you to succeed.
In short, how you say it is what you say.
