Stop Writing About Your Company. Start Writing About Your Audience's World.

You've probably seen the viral post from Gary Vaynerchuk telling people to post 8-15 times per day on LinkedIn. Gary Vee has been preaching quantity when it comes to content for years. If we're talking about Instagram, TikTok, X, Threads, or perhaps even Facebook, quantity might be beneficial, but LinkedIn has explicitly stated that it values quality over quantity, so it's important to understand the platform rather than apply the same principles to all of them. Consistency and quality over time give your organization the best shot at being seen. But you might be missing a very simple content strategy that you can start implementing right away, as long as you know your buyer personas.

You might be passionate about the services and/or products your organization is selling, and I'm not here to tell you not to be. I'm here to tell you that your audience is thinking about themselves, so you should be thinking about them. Creating content shouldn't begin with the question, "What do we want to say?" It should start with asking, "What is our audience already thinking, worrying about, searching for, discussing, or trying to accomplish?"

Brands tend to overuse company announcements, awards, employee spotlights, mission statements, and self-congratulatory posts. None of these are inherently bad, but they become weak content when the audience doesn't know why they should care.

Now think about audience-centered content. For example, a healthcare organization shouldn't only announce new providers; it should explain confusing parts of the healthcare system. A local business shouldn't only post promotions; it should become a source for what's happening in the community. Do you see how both examples provide distinct value to customers?

You should also be aware that being relevant is often more valuable than being promotional. Companies that consistently understand and contribute to conversations their audiences already care about become more useful, credible, and memorable.

Finally, you should understand the difference between brand storytelling and brand-centered storytelling, because they're not the same thing. Quality brand storytelling can finesse the audience at the center. Your organization can still be a part of the story without always being the protagonist.

The best content doesn't always ask people to enter the brand's world; it shows that the brand understands theirs.

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