There’s a tricky balance between solving for your audience and remaining authentic in your content marketing.
How do you know when you’re sticking to your own thoughts and beliefs, or pandering to the needs of your target audience?
For our company, it’s about always aligning with our Core Values. If the messages we’re putting out into the world don’t align with our core values, then we don’t publish it. Period. We are very lucky that we hire according to those values as well, so the people writing on our behalf are always in alignment.
If you’re truly doing what you need to be doing — if your company is truly solving the right problems for the right people — than the authenticity is baked in to what you’re creating and writing about.
Stick to that.