One of the fastest ways to connect is to draw a line in the sand.
It’s not about being divisive. It’s about clarity.
When you define a common enemy, a belief, behavior, trend, or system that stands in the way of your audience’s success, you give people something to rally around. You create alignment. You say, “We’re on the same side of this.”
This approach isn’t just emotional; it’s strategic. When done right, it builds trust, loyalty, and stronger brand positioning.
In this post, I’ll explain how to identify the right “enemy,” how to use it in your content, and why it aligns with Google’s guidelines on authority and helpful content.
What a Common Enemy Looks Like in Marketing
A common enemy doesn’t need to be a person or competitor. It usually isn’t.
It’s more often:
- An outdated mindset
- A broken system
- A poor industry practice
- A persistent myth
For example:
- “Vanity metrics are killing your content strategy.”
- “Complicated CRMs are crushing small business growth.”
- “Chasing trends is destroying your brand voice.”
These enemies are ideas your audience is already frustrated with. When you name them out loud, you create a moment of shared frustration and mutual understanding.
Why This Works
People want to feel seen. When you acknowledge what they’re up against, you create connection without selling anything.
Google’s Search Quality Evaluator Guidelines emphasize the importance of expertise and experience. Content that speaks clearly to challenges faced by real people (especially with firsthand insight) earns more trust and attention.
And when that content positions you as a guide who helps defeat the shared enemy? Even better.
How to Identify the Right Common Enemy
1. Ask what your audience is sick of
Look at client conversations, reviews, comments, and forums. What do they complain about over and over?
2. Examine the status quo in your industry
Where is your audience being underserved or misled? What are others overpromising or ignoring?
3. Look at what you believe deeply
What frustrates you in your space? What do you wish more people were willing to say?
4. Make sure it’s relevant to your offer
Your enemy should point directly to why your service or solution matters. It should be a barrier you help remove.
Where to Use It
Blog Posts: Use the enemy to frame the problem and clarify your viewpoint.
Landing Pages: Include a headline that challenges the norm or names what you help eliminate.
Email Campaigns: Start with a pain point or frustration your audience can’t ignore.
Webinars and Workshops: Anchor the content in “the thing you’re tired of” and build from there.
Social Content: Use bold one-liners or stories that frame the enemy in plain language.
SEO + Brand Building Bonus
Content built around a common enemy, often:
- Uses strong language that drives better CTRs
- Encourages longer session time (due to emotional connection)
- Inspires comments and shares
Google’s Helpful Content update reminds us to create content for people. Shared frustration is a very human experience.
And by positioning yourself as a solution to that frustration, you naturally boost the clarity and authority of your brand voice.
Wrapping It Up
You don’t need to be polarizing. But you do need to be clear.
When you speak directly to what your audience is against, you help them understand what you’re for.
That clarity attracts the right people. And repels the ones who were never a fit.
Are you ready to clarify your message and create stronger content that your audience connects with?
Let’s make it happen.
Schedule a consultation or connect with me on LinkedIn.
