Question: When creating content we often worry about oversimplifying or having our content be too watered down. Is this an issue we should worry about.
This type of question comes up all the time. Many times it is rooted out of insecurity or a comment that comes from someone experienced in your field or industry and they question whether your content is cutting edge enough.
Here is what I have to say about that…
Unless these experts or pundits are the people that you are trying to sell to, then don’t worry about it!
The reason I say this is because the real critical purpose of content is to educate, inform and/or help someone make a better decision. So really it comes down to your audience. Ask yourself this question, who are you selling to? This should be the determinant of what you blog, create videos or other information for. Really, it doesn’t matter what the experts say unless they are paying the bills.
Too many companies get caught up in writing what is impressive, but impressive doesn’t matter. The focus should be on meaning. Does the content have meaning to the people it needs to have meaning for? If so, then you are doing the right things.
While you are busy writing simple and useful content for the people that can buy your products and services, let others be bogged down trying to create thought leadership for people who will never spend a dime with you.
Now…what story are you telling that will help your ideal clients move the ball forward?
Focus on making the content relevant and useful to your audience, don’t worry so much about your peers and the experts?
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