Is Your Content in the Goldilocks Zone?

The Goldilocks zone… that interstellar sweet spot where a planet is neither too close to nor too far from the star that it orbits, and can therefore support liquid water and possibly life. Astrophysicists are hard at work as I type scouring the skies for heavenly bodies that are not too hot, not too cold, but just right.

If you are a marketer, you should be looking to position your marketing content in that same kind of place. Too often, content is cold and lifeless. It may be safe —  meaning that it resembles all the other content that is flooding the internet, so it won’t get you fired —  but it’s also unlikely to get you remarkable results.

On the flipside, some companies decide to break free of the content crowd and in doing so, produce something that is — to continue the space metaphor — really out there. Their content is so “hot” that the target audience can’t grasp it. Nor can anyone else, for that matter. The marketers take great pride in their groundbreaking piece, but it doesn’t deliver great results.

What you want (and need) is to have your content in the “habitable zone” that is somewhere in between the two (and too) extremes. Clever without being too cute. Eye-catching without being obnoxious. Unique without being obscure. It’s not an easy place to find, but it exists for every type of content on every topic in every market.  

To locate it, you just need to loosen your grip a bit without taking your hands off the wheel entirely, and start exploring. You’ll know you’ve arrived when instead of getting bored, blank stares or confused, furrowed brows from your prospects you start seeing grins and subtle nods. Welcome home, Goldilocks.