There’s no shortcut to building an audience or growing a business. We need to create content, and not just a bit, but a lot. It’s simple—if we throw enough stuff out there, something’s bound to stick. Of course, this doesn’t mean throwing quality out of the window. We want to be consistent, not annoying. The trick is to create, test, and refine based on the feedback we get.
Content is King, So Create Like Mad
If we want to grow, we’ve got to get used to producing more content than we’re comfortable with. The idea of waiting for the “perfect” post is a recipe for staying in the same spot. It’s about creating, trying different things, and seeing what lands. We could have posts showing off products, services, or our expertise in the field. Maybe a few funny memes or behind-the-scenes moments to add a human touch. Whatever it is, the point is to mix it up.
Not every post has to be a masterpiece, but it also shouldn’t be low-effort nonsense. There’s a balance between flooding everyone’s feed and engaging them enough to care. We’re aiming for the latter. So yes, we create loads of content, but each piece should have a bit of thought behind it. We don’t want to come off as desperate for attention. We want to look like we know what we’re doing (even when we don’t).
Experiment with Everything: Testing the Waters
Now, we could post the same type of content over and over, but where’s the fun in that? Besides, how would we know what our audience actually likes? The only way to figure that out is to experiment—try different types of content, formats, and tones. Some posts might focus on what we’re selling, while others could educate or entertain. Maybe we throw in a poll or a Q&A just to see what sparks interest.
Testing content is like throwing spaghetti at a wall—we’re seeing what sticks. We look at the data: Which posts get the most likes, shares, or comments? What type of content leads to more engagement? And here’s a hint: engagement is a far better measure than views or clicks. People can scroll past without caring, but if they stop to engage, we’re onto something. That’s our cue to create more of the same.
And yes, there will be failures. Some posts will flop hard. That’s fine—it’s not personal. We treat each post like a test in a larger experiment. If it doesn’t work, we move on to the next idea without dwelling on it.
Refine and Repeat: Follow the Feedback Loop
Once we’ve created a boatload of content and tested all sorts of different approaches, we’ll start to notice patterns. Certain types of posts will consistently perform better than others. That’s the feedback we need to guide our future content creation. We refine our strategy based on what works and ditch what doesn’t.
This doesn’t mean we stop experimenting. It just means we’ve found a few sweet spots that our audience likes, and we keep building on them. But there’s always room to tweak and evolve. Social media moves fast, and what works today might not work tomorrow. We’re in a constant loop of creating, testing, and refining. The process never really stops, but that’s the fun part. Or, at least, we tell ourselves it is.
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