Generic content gets tons of engagement. It does so because anyone, no matter their expertise can relate to it. But should generic content play a role in your content strategy? Maybe. Maybe not. "Create content that stands out in a sea of sameness" "Make your marketing team a media company" "Humanize your content" All of these are common pieces of advice that we hear all the time and neither is inherently bad. In fact, at face value, they both sound like good advice. But they both share something in common—they both lack any context. What does "turn your marketing team into a media company" really mean?  As marketers, we like to overcomplicate things and that's exactly what Obaid did when he was interpreting that same generic piece of advice. So if you truly want to "create content that stands out in a sea of sameness," do it by providing the context needed for your audience to understand what your point of view.