CONTENT MARKETING IS LIKE A FIRST DATE. IF YOU ONLY TALK ABOUT YOURSELF, THERE WON'T BE A SECOND ONE.

Let’s be real: Nobody wants to go on a date with someone who talks about themselves the entire time. The same applies to your brand. If your content is me, me, me… you’re losing people.

Content marketing isn't about putting out a pretty feed or flexing your latest launch. It’s about building relationships. And relationships are a two-way street.

If you want attention, loyalty, and conversions, you’ve got to earn them.

Why Talking At Your Audience Doesn’t Work

Think about the last brand post you scrolled past. Why didn’t it stick? Chances are, it was too self-centered:

1. “Look at our new product!”

2. “We’ve been featured in XYZ!”

3. “We’re the best at what we do!”

   
   

While confidence is cool, relevance is better. People are selfish with their attention (and they should be). Your content needs to speak to them, not at them. 74% of consumers get frustrated when website content isn’t personalized. Your audience is asking: “What’s in it for me?”

Answer that, and you're in business.

So How Do You Avoid the First-Date Fail?

Here’s the playbook for engaging content that creates connection:

1. Ask Questions More Than You Talk

On a first date, questions show you’re interested. In content, it’s the same. Ask your audience what they want, what they struggle with, what they’re dreaming of.

1. Use polls, story Q&As, and open-ended captions.

2. Run feedback loops: “Which logo do you like more?” “What’s your biggest challenge with [topic]?”

   
   

Why it works: People want to feel seen. They’ll engage with your brand more when they’re part of the conversation.

2. Speak Their Language

Use the words they use. Mirror the tone they connect with.

1. Lurk in the comments of your competitors or industry influencers.

2. Look at reviews—what are people complaining about or raving over?

3. Literally steal their words (ethically) and build your messaging around it.

   
   

Brands that create content using the exact language of their target audience see a 5x increase in engagement. Why it works: Familiarity creates trust. If you sound like them, they’ll listen.

3. Educate, Entertain, Empathize

The best content is one part teacher, one part entertainer, one part therapist.

1. Educate: Solve a problem or share a quick win.

2. Entertain: Add humor, trends, or story-driven posts.

3. Empathize: Show you get them before selling to them.

   
   

70% of consumers feel more connected to brands that share educational and emotionally engaging content.

Why it works: Connection is currency. When people feel like you understand them, they come back.

4. Show, Don’t Tell

Don’t just say, “We’re experts.” Prove it. Share case studies. Before-and-afters. Behind-the-scenes breakdowns. Let the value speak for itself.

Instead of:

“We’re the best branding agency in town.”

Try:

“Here’s how we helped a local brand triple their engagement in 30 days.”

Why it works: Stories > statements. Social proof builds authority without the ego.

5. Personalize the Experience

Not all followers are created equal. Segment your audience. Speak differently to the curious browser vs. the loyal buyer.

1. Use email list segmentation.

2. Customize content by stage of the buyer journey.

3. Use DMs to follow up like a real human.

   
   

Why it works: People respond to content that feels like it was made just for them.

Listen More, Sell Less

Want a second date with your audience? Be genuinely curious about them. Show up consistently. Offer something valuable every time. And when you finally do talk about yourself, it’ll feel earned, not forced.

Because in the end: Content marketing is courtship. Not a monologue.