One of the primary principles when creating or marketing content should always be focusing on your target audience.  It can become all too easy to concentrate on yourself; your products, your strategies, etc.  It may seem obvious, but it can be all too easy to lose this focus, and become wrapped up in the “you” aspect of what your company offers.

Now, you can certainly talk about what you offer, since a large part of marketing is showcasing your brand, but don’t make it the sole subject matter, as a similarly large part of marketing is connecting with your audience.  Your content isn’t for yourself, it’s for them.  Always keep your YOU to ME ratio at engaging levels.  

Your content has to be interesting to your audience as they are the ones you want to influence.  If you are talking about yourself, why should your audience care?  They want to hear what pertains to them and what will help them.  Everything put in from of your audience should be coated in the idea that you have something to offer them.  You can talk about your business, but it should be in regards to how it can help or benefit your readers.  How can you make life better?  How can you help them with a challenge or fix a problem?  Instead of writing about what an amazing product you have, how long it took to develop, and how much it cost, just write on how much it can aid your readers.

If you have a problem connecting with readers, just make sure to shift the content towards them and you will get better results.