Broad Vs. Niche Content: How to Find the Right Content Marketing Balance

“’Cause whether you’re high or low, you gotta tip on the tightrope.” –Janelle Monae
Content marketing can sometimes feel like walking a tightrope through treacherous crosswinds. On one side, you have the need for brand recognition: Followers, likes, shares, all the metrics that make marketers feel good.
On the other, there’s the need to prove effectiveness through lead capture, conversions, and closed deals. These metrics used to be the sales department&rsquo