Content Marketing

On Amy Adams, or, Why You Must Post Blogs You Hate

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In the office of BlogMutt, where I work, we have this disagreement about Amy Adams.

Half of us love her. We think that she elevates so-so movies (like Man of Steel or Julie & Julia) and she makes good movies great. We identify with her even when she portrays someone we know nothing about in real life. And looking into her eyes in movies like Junebug or Sunshine Cleaning gets us a little misty-eyed. I count myself in this group, by the way.

The other half of the office thinks she’s the female Keanu Reeves, acting the same way no matter what the situation. They find her flat and dull. And as you might imagine, they have just as much evidence for why Amy Adams is a terrible actor – in short, none of us are wrong. At the end of the day, our preferences aren’t always evidence-based, they’re just personal.

What Amy Adams Has to Do With Blogging

What does this have to do with blogging? Fair question.

It’s simply this: When it comes to Amy Adams, personal taste is totally valid. You don’t need to have a good reason to like or dislike one. All the world is a critic, and that’s just fine. The problem is that many businesses put on their “critic” hat when deciding what to post on their blog.

Let’s take the example of a small business, such as a B2B supplier of uniforms. The person who owns the business understands that their blog is a huge part of the company’s inbound and content marketing strategy, and can be the cornerstone of any modern marketing effort.

But that uniform supply store owner doesn’t have enough time to write blog posts every week, let alone every day. So he goes out and either hires a digital agency, or a content writing service, or his nephew who has an English degree. Or he creates an internal blogging program to get the rest of his staff writing. The uniform supply guy starts reading the new posts for his blog, and he thinks he’s the reincarnation of Roger Ebert.

“I don’t like this one, too fluffy.”

“I think this is dull.”

“This post doesn’t speak to me.”

In essence, he’s using the same measurement system that we use to judge Amy Adams. He’s not asking “Will it get the job done?” – he’s asking “Do I like it?” If that’s how you measure your blog’s performance, you’ll only reach the people who like the same thing that you like.

And as we all know, to succeed in business, you need to attract all potential customers, not leaving out anyone. This means you need to attract people who have opinions that you can’t understand and don’t agree with.

The inescapable conclusion? That to succeed as the manager of a blog, you MUST publish posts that you personally don’t like at all. In fact, you should go out of your way to find and publish posts like that.

As long as the post is getting the job done – educating and entertaining your audience, building trust, speaking in the voice of your brand – it’s a good post. And if you don’t like it, that’s probably a good thing. It means that person has an ability to speak to a sector of your potential customers that you can’t speak to – just the way that Amy Adams speaks to me.