Why “We Should Post More” Isn’t a Marketing Strategy
There are a handful of phrases that make us immediately suspicious when we hear them in a marketing conversation.
One of them is: “We should probably post more.”
Now, before anyone gets defensive, we’re not saying posting more content is automatically a bad idea. Sometimes organizations genuinely do need to publish more consistently.
But here’s what we’ve noticed after years of working with subject matter experts:
“We should post more” is often what people say when they haven’t figured out what the actual problem is.
It’s the marketing equivalent of walking into a doctor’s office and saying: “I don’t feel great. Maybe I should take more vitamins.”
Maybe. Or maybe there’s something else going on.
And look, we get it. Posting more feels productive. It gives people something to do. It creates activity. It fills the calendar.
What it doesn’t necessarily do is create results.
And if we’re being honest, most organizations don’t have a content volume problem.
They have a content clarity problem.
TL;DR
- Posting more content is a tactic, not a strategy.
- Activity can make it feel like marketing is working even when nothing is improving.
- Many organizations struggle because they lack audience clarity and messaging consistency.
- Content should support a business objective, not simply fill a publishing schedule.
- A strong content strategy tells you what to publish, who it’s for, and why it matters.
Prefer to Watch?
Watch the video below to hear Erica explain why “posting more” is one of the most common—and least useful—answers to a marketing problem.
How Content Creation and Content Strategy Are Similar
Let’s be fair to the “post more” crowd for a moment.
They’re usually trying to solve a legitimate problem.
Most organizations know that visibility matters. They know prospects are researching online. They know that expertise needs to be demonstrated.
And content is one of the best ways to do that, so they’re not wrong to focus on content. They’re just often focused on the wrong part of the equation.
Creating content and having a content strategy are not the same thing.
One is an activity.
The other is a decision-making framework.
A strategy answers questions before content gets created.
Questions like:
- Who are we trying to reach?
- What do we want them to understand?
- What action do we want them to take?
- How does this support a business goal?
- Why does this content deserve to exist?
Without those answers, content creation becomes a little like throwing darts while blindfolded.
You might hit something eventually, but it’ll be pure luck if you do.
Why More Content Often Creates More Confusion
One of the reasons this issue shows up so often with subject matter experts is because expertise naturally creates content opportunities.
That’s great.
It’s also dangerous.
Take law firms as an example.
A law firm may have attorneys practicing in employment law, family law, estate planning, litigation, and corporate law.
Every attorney has ideas, expertise, and topics they want to discuss.
The result?
Content everywhere.
Strategy nowhere.
The firm’s LinkedIn page becomes a collection of disconnected thoughts rather than a coherent voice.
Prospects may understand what individual attorneys do, but they struggle to understand what the firm stands for.
Recruiters face a similar challenge, but for a different reason.
Most recruiting firms have two audiences:
- Employers who need talent.
- Candidates who need jobs.
Those audiences have different questions, different concerns, and different motivations.
Yet many recruiting firms create content without clearly deciding which audience they’re speaking to.
The result is messaging that feels scattered to both groups.
Content that tries to serve everyone usually ends up serving no one particularly well.
What This Means for Subject Matter Experts
The fix isn’t posting less, it’s thinking before publishing.
A strong content strategy starts with clarity.
- Clarity about your audience.
- Clarity about your positioning.
- Clarity about your goals.
- Clarity about the role each channel plays.
That’s the part many organizations skip.
They build a content calendar before they build a strategy.
It’s a little like deciding how often you’ll drive somewhere before deciding where you’re going.
Frequency matters.
Direction matters more.
When we work with clients on content strategy, we spend far more time talking about audiences, objectives, and messaging than we do talking about posting schedules.
Once those pieces are clear, publishing becomes much easier, and much more effective.
What to Do About It
If your first instinct when marketing isn’t working is to post more content, pause for a moment. Ask a different question.
Instead of:
“How can we create more content?”
Ask:
“What is our content supposed to accomplish?”
That’s where strategy begins.
Social media isn’t a strategy. Neither is blogging or posting more.
Those are distribution mechanisms.
The strategy is the thinking that happens before you hit publish. And that’s usually the part that determines whether the content works.
Need help with strategy-first content development? Spring Insight can help. Book a call with our team today.
FAQs
Is posting more content ever the right answer?
Sometimes. If you already have a clear strategy, consistent messaging, and defined business goals, increasing content volume can improve visibility. But volume alone rarely solves underlying marketing problems.
How do I know if I have a content strategy?
A content strategy clearly defines your audience, messaging, goals, channels, and desired business outcomes. If you’re mostly deciding what to post week-to-week, you likely have content activity rather than a content strategy.
What’s the biggest mistake organizations make with content?
Creating content before defining who it’s for and what it’s supposed to accomplish.
How often should businesses post on social media?
There isn’t a universal answer. The right frequency depends on your audience, resources, and goals. Consistency and relevance generally matter more than volume.
What should content support?
Content should support a business objective, whether that’s generating leads, building authority, improving visibility, nurturing prospects, or strengthening client relationships.