Is your content visionary or vanilla? – Content Marketing Institute

Here’s a great article from Robert Rose at the Content Marketing Institute.

It’s easier to write about what’s already popular. You know it’ll get clicks, likes, and even a few conversions.

But when you only create content for the here and now, you lock yourself into a short-term mindset, and your audience sees you as a commentator, not a guide.

They might follow your advice, but they won’t follow your brand. You risk becoming irrelevant as the conversation moves on.

Robert advises dividing content strategy into three horizons: Now, Next and Beyond; and devoting 20% of activity to Beyond, to Visionary content:

Visionary content shouldn’t be about your company’s goals — it should be about your audience’s dreams.

Well worth a read.

Photo by Benjamin Wedemeyer on Unsplash