Content & SEO · 7 min read

Posting more is not a strategy. Here is what is.

I will tell you the single biggest mistake I see founders make with content. They decide to get serious about it, sit down, and ask themselves: how often should I post? Then they pick a number — every day, three times a week, whatever feels ambitious — and they start posting at that cadence.

That is not a strategy. That is a timetable.

A strategy starts somewhere completely different. It starts with: who am I trying to reach, what do they need to hear from me, and what is the one thing I want them to believe about my business after they have read ten pieces of my content?

Everything else flows from those three questions. The format. The platform. The cadence. The tone. The keywords. The headlines. All of it.

Most founder content fails not because it is bad writing but because it has no point of view. It is general. It could have been written by anyone in the industry. It adds to the noise rather than cutting through it.

The content that works — the content that builds genuine audiences and drives business outcomes — is specific, opinionated, and built around a clear perspective that the target reader either strongly agrees with or is genuinely challenged by.

From an SEO perspective, this specificity matters too. Google does not rank general content. It ranks content that most completely answers a specific question. A blog post titled 'Marketing Tips for Small Businesses' will never rank for anything useful. A blog post titled 'Why Belfast B2B service businesses lose clients in the first 90 days' has a chance — because it is specific, it signals expertise, and it matches a real search intent.

The keyword strategy should always precede the content strategy. Find out what your target customer is actually searching for. Build your content around those searches. Let the algorithm work for you rather than against you.

Posting more gets you more content. A strategy gets you an audience. They are not the same thing.