These days, marketers are on an aggressive quest for attention. Attention for their brand, their products, their expertise. To get it, they often ditch their long-term strategy for the new shiny toy, from social media trends and channels to alternative targeting tactics and SEO tricks.

Often, the more attention a marketing campaign gets, the more “successful” it’s deemed.

But is there any danger in equating attention with success? Is Burger King’s “Whopper Sacrifice” campaign (which rewarded Facebook users who unfriended 10 connections with a free whopper) really that remarkable? Was Oreo’s “you can still dunk in the dark” tweet during the Superbowl blackout in 2013 truly revolutionary?

I think not.

An extraordinary marketing campaign doesn’t just engage, it informs.

By building an extraordinary marketing campaign, you attract the right attention. It doesn’t just engage, it informs. It fills a need. It’s useful.

Want to learn how to cut through the noise and make your marketing campaign really mean something? Here are a few ways to do it.

1. Simplify

If your marketing campaign is sacrificing your organization’s brand values in an effort to get more likes and retweets, it’s time to take a step back.

In the end, views, likes, and shares mean nothing if people aren’t taking action that drives revenue.

Yes, building brand awareness is important. But you need the right kind of awareness. Potential buyers will tune you out if your message doesn’t resonate with them. Slow down, figure out what you want to communicate and why it matters to your buyers.

2. Listen

To identify the right message, you need to listen. Marketers love to talk about their “buyer-centric” strategy. But the reality is, a lot of these strategies are based on assumptions. Use social media listening tools like Hootsuite and Brandwatch, surveys, or focus groups to understand the priorities of the people you’re trying to reach.

3. Watch

What people say isn’t always what they do. So in addition to listening, you must track their activity. While a shipping company’s Christmas GIF might drive a ton of traffic, they’ll probably get more leads from a guide outlining how to properly pack and ship gifts. Either way, actions are what get people in your funnel. So make sure you’re tracking them and identifying patterns in how people interact with your content.

4. Provide

Content is an experience. And it’s an experience that should provide value.

The best marketing campaigns understand that content isn’t just eBooks, web copy, and social media posts. Content is an experience. And it’s an experience that should provide value to its intended audience. Value might come in the form of a question answered or a problem solved. The content experience your marketing campaigns provide should make life just a little bit easier for its users and readers.

“Fun” and “engaging” content is great. But if that’s the backbone of your strategy, I’m afraid you’re not providing a very helpful content experience. Remember, there’s a difference between marketing campaigns and advertising campaigns: the latter seeks attention, the former seeks to serve.