You want to build links? You want to produce marketable content? Say what matters.
Let me say that again, in bigger print: Say what matters to me now. Which probably isn’t your product or service. More likely, it’s some random thing that relates to your product or service only because I’m interested in both it and you.
One great example: Life Insurance. No one sells life insurance by saying “You are going to DIE man!!!” They sell it by offering ‘peace of mind’. Because peace of mind, which has very little to do with death, at least for me, matters now. That’s how you reach me.