Over the years, I've read countless corporate blogs, seen a bunch of videos, and watched tons of Twitter feeds that look as if the PR pros or Marketing geniuses have gotten their grubby little hands into the mix.
The language is clean but generic. The passion is non-existent. And corporate messages are inserted at every opportunity.
When you create content to educate and inform, authenticity is a must. You must create information that comes from the passion of caring deeply about a subject.
Don't let your marketing communications or public relations staff vague up your stuff. Don't let the agencies MarCom it to death.
As soon as content has been through the Marketing Communications wringer and the PR gauntlet, it ceases to be authentic and people don't pay attention.
Resist the urge to message.
Allow people to let it all hang out, quirks and all. Your readers will thank you for it. And your business will prosper.