Content without Purpose?

Hopefully, you would never throw stacks of flyers in the air just outside your business in hopes people read them and become a customer. It may work a time or two within close proximity of your establishment yet it doesn't really encapsulate who you are, what you do and why you do it.

I continually see agencies and freelancers post ads stating "for X amount of dollars, we'll post X amount of content, X times a week." (X being whatever number that may be.)

Great! So, you may be spending $250, $500 or $750 plus a week with more content being posted and no direction or return-on-investment. Little to no analytics or genuine thought behind the content, when and where it's posted, etc.

Some of the greatest content whether in entertainment or advertising is useless if it doesn't get in the hands of the best audience.

Next time you, or whomever you hire, creates content, understand why it is being created the way it is and if it truly reflects your business and brand. Then, understand if it works from an analytics perspective and adjust accordingly.