Sirius Decisions’ Erin Povey recently wrote that, by and large, the audience “hates your content’s guts.” Wow – is that true? To a large extent it is, and reason is that the content is not being created for the audience; rather, it’s being created for the creator. The focus is wrong. You’re facing the wrong direction. And you’re not connecting with the audience because they simply don’t care about what you’re giving them.

I examine this question in my latest column for MediaPost’s Content Marketing Insider. Click here to read the full article.