Listen: If you’re writing for everyone, you’re writing for no one

Listen: If you’re writing for everyone, you’re writing for no one

Brody Dorland, long time #contentgroupie and founder of content creation and workflow platform Divvy HQ, sits down with Dave Polglase, our Head of Consulting, to talk all things content marketing.

With more organisations  making the commitment to content communication and marketing, there is an increasing need to measure results of these efforts efficiently.

“The biggest challenge faced today is sticking with it. The performance of content is a much slower game than something like the traditional advertising world, or even the digital advertising world,” Brody said.

Brody believes specific, tailored and targeted content is needed to effectively reach an audience. “You need to get away from a one-size-fits-all approach, where you have one big website that serves everyone, and you’re writing all kinds of content for everyone – the saying fits ‘if you’re writing for everyone you’re writing for no one’”.


Also published on Medium.


David is the Head of Consulting at contentgroup and possesses a love of writing. While he could write and talk about sport all day, his focus is now on helping public-sector clients tell their stories.

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