What Makes Content “Work”? Understanding Engagement, Reach, and Trust

It’s well known in the world of health that the number on the scale is not the most important number (by any means) when determining your health. You can be 6ft tall and weigh 190lbs while you kill yourself with cigarettes and energy drinks. You can weigh 408lbs and be the worlds strongest man Tom Stoltman.

It didn’t always used to be this way but fortunately things have changed for the better, but unfortunately for a lot of business owners/entrepreneurs we fall into the trap of the “numbers on the scale” when it comes to posting content online.

We worry about how many clicks we got, likes we had, times it was shared, but those aren’t real numbers. They don’t raise or lower the bottom line on their own.

Just because something goes viral doesn’t mean it works—and just because something gets low likes doesn’t mean it’s failing.

Here’s how to actually understand whether your content is doing its job.

Reach, Engagement, and Trust Are Not the Same

• Reach is how many people see your content. It’s the easiest metric to inflate and the least connected to actual results.

• Engagement is how many people interact—likes, shares, comments, saves.

• Trust is how many people start to believe you know your stuff and would buy from you eventually.

Content that “works” builds all three over time. But trust is the end goal. You can buy reach. You can fake engagement. You can’t fake trust.

Virality Doesn’t Equal Value

A trending sound or funny reel might blow up—but if it’s not attracting the right audience or helping people understand what you do, it’s just noise. Going viral doesn’t pay the bills unless it turns into awareness and leads.

High-value content answers questions, solves problems, shows your process, or helps someone make a decision. It builds your reputation, not just your view count.

Micro-Engagement > Vanity Metrics

Stop worrying about likes. Start paying attention to:

• DMs from curious customers

• “I saw your video and wanted to ask…”

• Website clicks or call bookings after a post

These are micro-engagements—they’re quiet, behind the scenes, and way more valuable than a like from a random stranger.

And don’t underestimate the in-person engagement. “Hey man, saw your video the other day, that was really informative”

Some people are lurkers and may not talk to you about your content until they talk to you in person

Track the ROI That Actually Matters

True content ROI isn’t instant. It's a mix of:

• Brand visibility (Are more people recognizing you?)

• Lead quality (Are people coming in warmed up?)

• Conversion speed (Do they already trust you?)

Good content shortens the sales cycle and builds long-term brand equity. That’s a win, even if it only got 12 likes.

Content that works builds trust, not just traction.
If you’re tired of chasing trends and want content that actually does something, make sure you’re measuring the right things.

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