What could the two possibly have in common?
There’s a reason most gym-goers and fitness wannabes don’t typically react positively to out-of-shape personal trainers vying for their business. Regardless of all the quality knowledge nuggets you can drop, talking the talk will only take you so far. You gotta walk the walk as well. There is simply something unconvincing about a slovenly fitness expert. Same thing goes for you content providers and social media / web gurus. I recently ran an online search for local website designers and I’d estimate 85% of them had confusing, sloppy sites. Makes no sense to me. An industry magazine recently ran an entire section about using social media properly, yet they tweet about once a month with only self-serving promotional content.
Walk the walk.