When you push out content, it’s quite easy to get wrapped up in yourself, especially with the investment of blood, sweat and tears. The expectation will constantly disappoint as you sit waiting for notifications.
Working out if people are engaged in the first place (and who), then using relevant language to convey what you think they want to hear: It’s been gamified. People will never, ever care as much as you’d like them to.
But, something is better than nothing, right?
In the current landscape, the talking seems to have overtaken the doing. Every photo op is a marketing op with a business message. Bloody marketers!
It gets tedious. Content marketing should not be a chore, and it should not be prescriptive. It should be worthwhile and be brimming with a focused passion.
So, if I have one takeaway about content marketing in 2023, it’s this:
Say less, say something worthwhile, and say it to the people who matter most.
A bit like life.
The rest is all vanity.