Just post more… right?
Most marketing teams have heard some version of this. And if you haven’t, there’s a good chance you’ve said it yourself.
“We need to post.”
“We need consistency.”
“We need to be visible.”
This is where I think things have started to go wrong.
When content becomes something that just needs to be done, it starts to lose its purpose. It turns into noise that gets ignored, scrolled past, or forgotten straight away.
Content was never meant to generate attention for its own sake.
And yes, sometimes that kind of content does perform. It gets clicks, impressions, even strong engagement. But it rarely gives people a clear reason to take the next step.
Put yourself in their shoes. They’re seeing more content, more opinions, more noise, and none of it is giving them a clear direction forward.
Buyers don’t need more information. They might not consciously realise it, but what they’re really looking for is clarity, confidence, and reassurance that they’re not about to make the wrong call.
That’s the job your content should be doing.
So as you plan your next round of content, it’s worth being a bit more deliberate with your strategy:
- Choose who your content is for, and who it isn’t
- Look at where people hesitate, stall, or second-guess
- Say something specific
Clarity attracts, even if it excludes. That’s what moves the right customers forward.
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This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.
