References to popular songs. Casual and frequent use of curse words. In-your-face writing. Wit, puns and wordplay. These are common tactics to imbue blog content with a heaping helping of hip. But will sassy sell in the long term?

It makes sense, when you are looking for some magic bullet to differentiate your content, to go with a distinct personality. But do you set your course solidly down Snark Boulevard? There are any number of examples of content providers who do it right. Gawker, for one, gets millions of hits to its cooler than thou website. Buzzfeed, Mashable, Betches Love This and dozens of Tumblr blogs like What Should We Call Me hit the high mark day after day. The Skimm, a daily newsletter, does current events with a deep dose of sass.

Here’s the problem. At some point, the smartypants attitude can become a bit tiresome. Like a high schooler who refuses to capitalize in order to stand out, it’s a case of being different just to be different.

And like so many people who are trashed for posting less than brilliant comments on Reddit, it seems easy to miss the mark and just make a fool of yourself. On Twitter, when you try to be cool, you may inspire a firestorm of witty vitriol. Are you going to put yourself out there just to be shot down? It is so hard to be cool. And so easy to muck it up. There are a thousand people just waiting to tell you it’s not working.

Yet, you want to stand out. You want to appear relevant, smart and interesting. Here’s our advice. Wait for it. So profound I’m overwhelmed as I write. Here’s the deal: be yourself. If indeed your product (and by extension your company) is relevant, smart and interesting, then by all means allow your content to reflect that. If not, then stick to what you know and be remarkably good at it.

There are brilliant exceptions to the rule. The “Will it Blend” series from Blendtec is very cool, and really. A blender? How cool is that? Not very. But seeing what happens to an iPhone 5S in a blender? Yeah, that’s cool.

But what do you really aim to accomplish with your content strategy? Do you aim to impress the cool kids? They’re going to move on soon enough. Coolness is fleeting, and audiences are fickle. Ultimately, your content needs to be enduring, and above all, extremely useful to your audience. If it’s also cool, that’s great. But it should never be your first goal.