Decades ago, USA Today columnist Tammy Algood remembers, olives were always placed on the relish tray that only adults enjoyed, and no self-respecting kid ventured anywhere near the dish. Now, however, olives are a regular part of meals during the week. Algood goes on to explain that the olive is technically a fruit and, because it is remarkably bitter when it comes straight from the tree, it must be “cured”.
(WordPress.com defines “mature content” as content containing text, images and videos contaiing nudity, offensive language and mature subject material, and marks that material Mature in its system.) Algood’s use of the term “mature” had no such connotation; her discussion of olives implied that they might appeal to the more sophisticated palates of people who have progressed beyond the basics of culinary information.
The Sophisticated Marketer’s Guide to LinkedIn describes ways to help content appeal to readers with more “mature palates”:
- Choose a topic that is at the intersection of your knowledge and your customers’ needs.
- Be thorough and definitive, covering all the angles and corollary topics as well.
- Use outside experts to add credibility.
“Niche is a poor substitute for a defined audience,” writes Pratick Dholakiya in BigCommerce.com. If you’re a landscaper, he says, your target audience isn’t a bunch of landscapers, he says, but people from all walks of life: engineers, managers, marketers, and homemakers. You don’t teach people about landscaping he says, but talk about whatever it is they care about. Once you’ve defined your audience, you’re free to mix and match ideas from a wide variety of subjects and apply them to the problems your target audience cares about, Dholakiya says, helping readers see something in a new way.
To be perceived as not only a provider, but an influencer, I teach at Say It For You, you need to formulate – and clearly state – your opinions. Sophisticated consumers may already know a lot about the subject that drew them to your website, which means that content meant for those “mature palates” must offer direction, even when that direction goes against conventional thinking.
Even true olive lovers will find the fruit remarkably bitter and in need of ‘curing” in the form of guidance. Content meant for mature palates goes beyond the relish tray!