You’re posting. You’ve got blogs. You’ve got emails. Maybe even a podcast. So…why isn’t it working? I mean, if content is king, you should be rocking a sparkly crown by now.
But here’s the thing: volume might not be your problem. It’s your go-to market strategy that’s holding you back.
When it comes to content marketing, simply doing things is not the right answer. Today’s consumers are savvy, and the algorithms don’t work in your favor just because. One can not simply craft content; one must publish with purpose.
At Moxie, we’re pros in crafting content that moves the needle (like this very blog). And with some help from the experts, you can do that, too.
In this edition of The Moxie Musings, we’re going to talk about:
- Quality > Quantity
- How intentionally wins out every time.
Ready to become a content maven? Let’s go.
Junk Drawer Or Capsule Wardrobe?
No, this is not turning into a home improvement or fashion blog. Bear with me.
To start, let’s do a little real-life application. How would you describe your current content strategy?
Is it like a junk drawer – full, but nothing useful when you actually need it? Or more of a capsule wardrobe? Everything works together effortlessly. There’s no right or wrong answer here; perhaps you’re somewhere in the middle. But as you’re reading this, keep that question in mind.
And if you aren’t sure, let’s break it down.
Symptoms of a Junk Drawer:
- Repetitive posts with no clear goal.
- Content that talks at people instead of to them.
- SEO blogs that no human actually reads.
- Social content with no hook or next step.
Symptoms of a Capsule Wardrobe:
- Ability to mix and match for any occasion.
- Content that reaches your target audience every time.
- Blogs that educate AND entertain.
- Social content that stops the scroll.
As we explore content that converts, remember these analogies. They’ll come in handy (pun intended).
What Makes Good Content?
All content is good content, right?
Wrong.
Posting just to post is not the right way to approach content, yet we see it every day in our business. The client thinks they’re doing a good job because they checked the box, but did it do anything besides get their mom to like it? Probably not.
Good content? The kind that performs, converts, and makes people care? Now that kind of content doesn’t happen overnight or on a whim. It happens when there is a plan behind it.
Here’s what that looks like:
- Strategic – It’s created with a clear purpose, not just because your calendar said “Post something today.”
- Audience-first – It’s written for your people. Their pain points, questions, dreams, and “OMG I’ve totally felt that” moments.
- Data-informed – It’s backed by what’s working (or not). No guesswork. No “spray and pray.”
- Multi-purpose – One solid piece fuels your blog, your social, your emails, maybe even your sales team. It’s the gift that keeps on giving.
So, no, not all content is good content. But when it’s built like this, you’ll take home the gold.
Pssstt. We practice what we preach over here at Moxie. Check out this blog in our Newsletter and an upcoming social media post. When content is this good, why not use it again?
Where Do Brands Go Sideways?
Content fails don’t usually come from a lack of effort. They come from chasing the wrong things.
Here’s what we see a lot of here at Moxie.
Teams of one to one hundred are working hard to create the content that’s being put out. They show up, brainstorm, create, post, edit, schedule, etc., and then crickets. All of that time falls flat.
Effort is not the issue; it’s the direction.
They pour their hearts into ideas that become little more than noise; unfortunately, this is where burnout happens. Once they’re burned out, they just stop, never to return to the content game.
Do any of these sound familiar?
- Chasing trends instead of owning their voice – Just because it’s trending doesn’t mean it fits. Your brand isn’t a TikTok sound, and you’re not doing yourself any favors by jumping on every bandwagon that rolls by.
- Saying too much and meaning too little – Word soup isn’t strategy. If your message isn’t clear in five seconds, it’s lost. More words don’t equal more impact—clarity always wins.
- Creating content in silos – If your marketing team isn’t talking to your sales team… Houston, we have a disconnect. When your content isn’t working together, your results won’t either.
- Constantly creating “new” instead of repurposing gold – You don’t always need more content—you need to get more mileage out of the good stuff you already have. That blog post from last year? It could be five social posts, a reel, an email, and a conversation starter for your sales team. Stretch it!
At the end of the day, it’s not about working harder; it’s about working smarter with your content. If everything you’re creating is done in a vacuum, without a larger plan or cross-functional communication, it’s no wonder it’s falling flat.
But hope is not lost. What you have made isn’t worth it; it just hasn’t reached its full potential.
So What Should You Do Instead?
It might feel like we’ve been bursting your bubble this whole read, but I promise, we’re here to help. There’s a lot you can do to right this sinking ship.
- Audit your current content – What’s working, what’s not, and what do you think is missing? By looking at the last six months of content you’ve created, you can get a pretty clear picture of where to go from there.
- Map content to the buyer’s journey – The key to successful content is knowing your audience and how they convert. Look at your top five customers and map out how they engage with you and what they engage with. These insights will tell you where to spend your time.
- Create cornerstone content – Think of your content as a funnel. Focus on creating one killer piece and then turn it into multiple formats. A blog becomes an email becomes a social post becomes a video.
- Align your goals – At the end of the day, authenticity wins in marketing. Stop trying to keep up with the Joneses, do what makes sense for your brand and business. Are you trying to educate? Sell? Build trust? Pick a lane and be all in.
Once you’ve committed to these four things, just keep showing up. Content takes time, but consistency is what compounds.
And if your marketing is in need of a little Moxie, you know who to call.
Our agency specializes in high-level content creation, including social media, email, blogs, podcasts, you name it. We do this every day for brands that want smart, strategic content that works and is authentic to their brand.
With collaboration at the forefront of partnership, we’re uniquely positioned to help you brand grow and kick contents ass.
Want a free content audit? Shoot us a message and we’ll get to work
