Those who measure and scale too small are always on the safe side. At the same time, however, the successes remain very much within the set framework. Those who dare to experiment, for example with new forms or completely unfamiliar formulations, may set completely new reference points. In addition, this creates additional, clearly identifiable factors that stand out from the others.
Perhaps this will lead to new perspectives within the participants, or entirely new reference groups will be opened up. On the other hand, anyone who doesn't dare to polarize at all and instead wants to please as many people as possible will probably always remain mediocre. You then have to accept that access numbers will drop or that there will be opposition from the community. Conversely, of course, there is no point in scaring off loyal stakeholders purely for the sake of provocation. That is not what we mean here!
Access numbers alone are not decisive
Clickbaiting, i.e. the hunt for as many views as possible for a piece of bank data content, is by no means the point of content marketing. Even if success with the public naturally boosts morale and, in case of doubt, looks good to management, success is ultimately determined elsewhere, namely by the conversion of the respective posts: What actions do they trigger? Above all: How do they affect business success and sales? To do this, it definitely makes sense to look at what the visitors to a particular piece of content do next and whether they follow the intended customer journey.
Above all, however, an analysis of the target groups is essential. Your own content must be aimed at the right people and ultimately reach the desired customers or clients.
What should be the next action?
Simply putting content online to attract as many visitors as possible: This is often done, but is not strategically advisable. Even if the right people come, that doesn't mean that they will become recommenders or customers. The customer journey (or the user journey, because not all visitors are potential direct customers) must be further thought through for every single point of contact between a user and a company's content. It goes without saying that the only goal is not direct sales.
Content marketing builds relationships and reach over time. If it only targets direct customers, it is unlikely to exceed the critical mass required for success.