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And I’m not talking about always going for the sensational headlines and topics. But a lot of content marketing strategies, including blogs and social media, are just too safe.
They share stuff that was approved by 59 people and is so watered down that there’s virtually no relevance or usefulness to the end audience.
Of course that happens because it feels better, dare I say safer, to share content that we know will not create a strong negative reaction. And while I’m not saying we always need to go for only the negative reaction, having at least some people who disagree or dislike an opinion or piece of content is a sign that we know our target audiences well.
You might even take it so far to plan that you know who the audiences are that you don’t want your pieces to like. Those are called negative personas.
But sometimes it’s not even about upsetting one piece of an audience or another. It’s mostly about sharing stories that are not just filled with marketing language only.
It’s about cutting the pieces that are so watered-down because ultimately they don’t say anything except how awesome we are anyway. It’s about cutting the pieces that just space and look like we have something to say but ultimately we are not saying anything. It’s also about cutting the pieces that make internal stakeholders feel really good but have little value to the external and actual audience – you know, the one that might turn into customers?
Create content that has value to your audience and that will ultimately lead to value to you and your business. But safe, boring, run-of-the-mill content won’t get us there.