Photojournalist Robert Capa used to say, “If your photographs aren’t good enough, you’re not close enough.”

Capa, who died in 1954, is considered one of the greatest war photographers ever.

In advising people to get closer to their subject, he meant both literally and figuratively.

To move in with your camera, and your self.

The same advice can be applied to content marketing.

When creating content for your coworking space or work, you might be tempted to try to sound smart; to try to sound like an expert; to broadcast from on-high.

Resist that temptation.

Instead, get closer to the people in your audience.

Who are they?

Who are they, really?

Don’t create content for a sea of faceless people.

Create content that is engaging and relatable for the people you serve: your members, your potential members, your extended community.

Resist the urge to broadcast to the masses.

Instead, be helpful, genuine and direct.

People know when we’re being real and when we’re putting on airs.

They can feel it.

Let go of the idea that you have to know everything to have something to share.

Just share what you know with the people you serve.

Be real, be relevant, be human

Get closer.