2. Forget the “general public.”
Stop trying to create content for the general public, because it doesn’t exist. Spend some time figuring out who buys your product or service, who uses it, and where they hang out online. Then tailor your content to that platform, for that audience, like [Yesler did for Xbox](https://www.google.com/url?q=http://yesler.com/b2b-marketing-agency-clients/microsoft/xbox-social-content-studio&sa=D&ust=1449181469707000&usg=AFQjCNEw8GS-svuXKZiMRiCQ4sRz4k6AgQ). The smaller the segments you target, the more relevant your content will be.