Big Thighs Conundrum Reveals Content Marketing Mistake -

I was asking Google the other day about my big thighs vs cycling dilemma.

You see, I love cycling. I have OCD (obsessive climbing disorder.) I train 90 minutes on my bike 5–6 days a week. (Coulda mix it up with running if it’s not so bloody cold and windy.)

Not the cruising around kind of ride. I do the “climbing 3,000′ a pop” kind of ride.

And yeah, with that, comes a whole lotta muscles that turn me into Big Leg Emma.

[ Let’s park these two things aside: (1) With a history of being a chubby kid, I’ve struggled with body image issues; and (2) My post-ride 45-min fridge raid could look uncivilized, lowering my employable score significantly. ]

I’ve avoided any form-fitting jeans for the past year and a half. (Quite successfully from the fashion standpoint, might I add.)

Turns out, there ARE people writing about big legs and cycling.

Initially, I was delighted. I thought there IS a solve and I could get my girly figure back without hanging up Sparkly (that’s my bike.)

Then I read one article, another, then another.


(1) They say pretty much the same thing. In fact, probably the same points re-written 5 different ways in 8 articles.

(2) They all tell me to AVOID CLIMBING. One of them demo’ed with a cruiser bike. That’s a non-starter… clearly, the author(s) are not serious cyclists, nor do they understand the sport.

Here’s the thing —

People who pedal a cruiser probably aren’t serious enough cyclists to get big leg problem because they don’t train hard enough to build those damn muscles.

Those who build the muscles? Aren’t riding a cruiser, nor would they give up climbing or sprinting (the two big leg culprits.)

Think deeper, and I wonder who this content is relevant to.

(If you want more on that, webinar #2 in this series covers persona and customer journey in a way you can use.)

So, I’m back to square one. Staring down at thighs the size of Watopia. If you’ve any suggestions, leave a comment and let me know.

And that, leads us to what frustrates me about half-ass content marketing:

Content creators who write about a topic for the sake of SEO but don’t give a crap about it. They produce/regurgitate mediocre content anyone can find anywhere.

They’re not contributing unique solutions, nor adding value to the conversation.

This mistake is hurting them because they’re…

Not positioning themselves with in-depth knowledge of the topic. Not gaining trust from their readers. Not generating returning traffic.

This is often the result of the biggest mistake some make when blogging for their businesses:

Getting stuck in the mechanical execution.

They’re creating mediocre content that sounds so canned because they don’t put in the time to identify the topic and the people they give a crap about.

They haven’t identified the message that’d motivate them to dig deep, establish a unique perspective and produce outstanding content.

You need to be motivated by getting your message shared with your audience… you need 120% conviction in the meaning it’d create and values it’d deliver to them.

I talk more about this, and 6 other mistakes + 7 smart blogging strategies in installment #3 of the Content Marketing in Plain English free webinar series.

Join me, it’s good stuff.

(p.s. I drafted this post in 15 minutes on Trello, between sticking food into the oven and sitting down for dinner. The secret? Clarity. Webinar #2 in this free webinar series will show you how to nail it.)

About Ling

Ling Wong :: Intuitive Brainiac | Creativity Mentor | Copywriting Alchemist. Author of Copywriting Alchemy: Secrets to Turning a Powerful Personal Brand Into Content that Sells.

Through her unique blend of marketing coaching, content experience design and copywriting process, she helps the maverick-preneurs uncover, articulate & transform their WHY into content that connects, resonates and converts — by way of an intuitive yet rigorous iterative process born out of her Harvard Design School training and 15 years experience in the online marketing industry.

Ling is Inbound Marketing, Content Marketing, and Email Marketing certified. Through her writing engagements with various SaaS and marketing companies with the goals of driving organic traffic, building readership and increasing conversion, she’s well-versed in topics including online marketing, content marketing, eCommerce, conversion, UX, social media marketing, and more.

She helps coaches, consultants, service professionals, solopreneurs and small businesses apply these best practices to their specific business models and circumstances.

Ling is an avid cyclist with OCD (obsessive climbing disorder,) runner and chocoholic.

Join her Content Marketing in Plain English webinar series here.

Originally published at on March 6, 2017.