Why some content marketing strategies fail: They are too safe

Estimated read time: 2 minutes

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.

Recommended reading:

What’s approval hell?

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. 

Recommended reading: 

What are personas?

“Mean things” people have said to me on Twitter

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?

Recommended reading: 

Your boss is not your target audience 

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. 

Contact me here if you need help convincing the boss.