Stop Posting Just to Post: How to Create a Real Strategy

Ever feel like you’re just throwing content into the void and hoping something sticks? I’ve been there. I still struggle to consistently put out content of my own, and it’s something I’m trying to be more diligent about. However, when you’re inconsistent and post sporadically with no strategy, you’re going to do some wheel spinning.

Here are some things we can do and observe, to start making better content!

Signs Your Content Has No Strategy

Spur-of-the-moment posts. When you post randomly, or follow a trend, or try out a new format, you can have some success sometimes. But you won’t have as much success as when you follow a strategy.

Random formats. Do you sometimes change between text posts, blogs, short form video, newsletters, or anything else? We understand

No clear KPI. If you’re not tracking something related to the content your posting, then something is sitting at the driver’s seat of your marketing, you just don’t know what.

Audience confusion. If you don’t have a cohort defined when you’re posting, then you’re going to confuse the ones who eventually end up seeing your content.

What a Good Strategy Looks Like

Goal-driven. Every post serves one of your business goals: brand awareness, lead gen, or community building. This could also be described as TOFU, MOFU, and BOFU (top, middle, and bottom of funnel).

Audience-focused. Content made with a specific person in mind.

Content pillars. Content Pillars are typically things you’re an expert in, things your ideal audience needs, and things that align with your business goals

Measurement plan. You keep track of ways that your content is converting. Did you write a blog with a tracking link at the end? Track it.

Quantity vs. Quality. Or… Why not both?

1. Quantity

   You don’t want to make a habit of throwing stuff at the wall and trying to see what sticks, that doesn’t help anyone, especially not you. But sometimes quantity is all we have. So how do we get to quality?

2. Quality

   Conte that engages, informs, entertains, or educates. Quality is also content that does what you want it to do. Like increase sales, increase website traffic or messages, or any other goal. So how do Quantity and Quality work together?

3. Quantity → Quality

   By posting quantity, with some strategy in mind, you can make enough content to figure out what quality is based on your goals. Then instead of posting quantity, you can post the quality you know have discovered.

How to Plan Efficiently

1. Monthly theme: Pick one overarching topic for each month (e.g., “Local SEO Essentials”).

2. Weekly focus: Break that theme into four bite-sized angles—one for each week.

3. Batch work: Block out a two-hour slot each week to brainstorm, write, and schedule.

4. Template toolbox: Keep a swipe file of headline formulas, caption frameworks, and graphic layouts to speed things up.

Your next steps:

1. Audit your last 10 posts—can you map each to a clear goal?

2. Choose one metric (click-throughs, form submissions, booked calls) to track for the next 30 days.

3. Draft your 3–4 content pillars and drop them into a simple calendar.

If you need someone to talk content with, or need help developing some of the aspects we talked about, shoot me an email or a DM, always happy to help!