There are two types of publishers.
1. Those that believe their audience are intelligent enough to grasp their message in all its nuance
2. Those that don’t and so dumb down to cater for the lowest common denominator
I know which one I’d rather be.
We don’t always get the chance to publish the first type of content when we’re working with our clients, and that’s ok.
But when we publish our own stuff…well, that’s when we get to really flex our muscles and ask more of our audience.
And btw, if you publish banal, surface-level content that’s the equivalent of asking ‘how about that weather we’re having?’, don’t be surprised if your audience doesn’t have the mindset that eventually makes them a good client.