It’s time to disrupt the “timeless content marketing strategy”

I recently saw a post touting the importance of a “timeless content marketing strategy. As I read the article, my response was, “Yes… but.” It occurred to me that there are many exceptions to the “rules,” and maybe it’s time to disrupt the traditional notion of content marketing. Let’s see if you agree.

Today I will repeat the elements described in a post as the timeless content marketing strategy and challenge conventional wisdom.

1) Define clear buyer personas.

Buyer personas can be very helpful in large, far-flung company with complex agency relationships. Having a target customer in mind can keep everyone on the same page and focused on content that serves the market.

However …

Creating content meant to serve made-up people can be stifling. Chances are, your closest competitors have drawn up the same personas. So you are all creating the same content for the same made-up people. There might be a small SEO advantage to this, but if you’re trying to break through the noise and create something worthy of attention, being a slave to personas simply creates a pandemic of dull.

Personas can be self-limiting in another way. In our fast-changing world, customers are evolving. Even long-held…