“Consumer product marketing campaigns that willfully take sides and alienate a portion of consumers by appealing to the values and beliefs of a specific segment will do very well.” – Anthony Smith, CEO at Insightly

We’ve been preaching this for years, and it is one of the key elements of a good content marketing program: focus on your values and the value you bring to your audience.

Be authentic.

Don’t try to please everyone with your content.

You will make friends, but some might also not like you so much as a result.

But that’s ok.

You will find an audience, you will create stronger bonds, you will build meaningful connections.

The more you connect at an emotional level, the more that connection will resonate for a long time. But that means standing up for something, showing and fronting your values, what your brand believes in.

And it might be a sad truth: the more polarizing, the more meaningful the connection becomes.

But you can do this while also being careful. Customer insights, technology, both can help you make the right decisions, steer you in the right direction.

Tom Kaneshige, Chief Content Officer at the CMO Council, summarizes this trend very well in his article. Take a few minutes to read it and ask yourself: what would happen if my content was a bit more polarizing?