Trying to Use Content Marketing to Sneak Your Way Onto Santa’s Nice List?

When I started this post, I intended to write about how important it is to make sure your content marketing efforts don’t reveal that, deep down in your corporate heart, you secretly think your customers may be stupid. And then I realized that might come across as hypocritical since I’ve been blogging a good bit lately about how companies often aim their content way too far down the sales funnel.But there’s a difference between recognizing that your customers might lack your depth of knowledge in a certain subject matter and doubting their ability to engage in critical thinking. The latter is what I mean by “stupid.”My examples must have been influenced by the season, because they’re all about a particularly annoying version of assumed stupidity: companies who try to pretend they exist only to serve humanity. Who pretend that every executive doesn’t know the latest sales data down to the penny. The Grinches who try to convince Cindy Lou that they’re just taking the Christmas tree off for repairs.Companies do that all the time, but the behavior seems to intensify this time of year, with everyone ramping up their efforts to prove they deserve to be on Santa’s nice list.