posting isn't a strategy
The danger of strategy-free posting is that you can do it for years and go nowhere. You build an archive of random content that doesn't compound because it's not connected.
the founder’s content advantage
Corporate accounts are necessary. But they're not sufficient. Put your face on it. The results will speak for themselves.
content as customer service
The goal is to make your content so comprehensive that by the time someone reaches out, they already feel like they know you. That's not marketing. That's service.
content isn't king — distribution is
I think of distribution as a multiplier. If your content is a 7 out of 10, great distribution can make it perform like a 9. If your content is a 10 but your distribution is a 2, you're getting 2-level results.
going viral is a terrible goal
The posts that go viral are rarely the posts that convert. You end up with followers who showed up for the meme and bounce the moment you mention your product.
stop making content for your competitors
The content that builds businesses is usually simpler than the content that builds reputation among peers. It's more direct. Less clever. It meets people where they are instead of where you wish they were.
why your best content already exists
You already know what you know. Now say it better, say it differently, say it again. Your content backlog isn't a graveyard. It's a garden. Some things just need replanting.
your brand voice isn't what you think it is
Brand voice isn't about picking adjectives in a strategy document. It's about how those adjectives show up in actual sentences.
the financial case for consistency over campaigns
The compounding effect isn't just about quantity. It's about relationship building. Your audience can't develop a habit around you if you're not there consistently. They can't learn your voice if it keeps disappearing. Trust is built through repeated contact, not one-off impressions.
your comment section is your best focus group
Stop treating comments like social obligation. Start treating them like customer interviews you didn't have to schedule. The insights are right there. All you have to do is read them.
why your brand sounds like everyone else
You don't need to be loud. You don't need to be controversial. You just need to be specific. The most differentiated brands aren't the biggest — they're the ones with the clearest point of view.
the myth of the overnight success
Stop comparing your chapter one to someone else's chapter ten. The breakthrough moment is just when other people finally notice what you've been building all along.
the diminishing returns of perfectionism
Perfectionism also has an opportunity cost. The three hours you spent perfecting one post could have been three posts. More experiments. More learning. More surface area for something to hit.
seasonal ugc strategies that don’t feel like holiday spam
Micro-seasons beat macro-holidays. Back-to-school lasts three weeks. ‘Sunday reset’ happens weekly. Tax season, wedding season, moving season—these are real content opportunities without artificial urgency. Create seasons, don’t follow them.
why local businesses have the ugc advantage (and don't know it)
Local businesses have what apps spend millions trying to fake: real customers with real experiences. Learn to leverage your proximity advantage for content.
microinfluencers + nano creators: the roi reality check
The trust differential is staggering. 92% of consumers trust nano-creators. 82% trust micros. 65% trust macros. The smaller the creator, the bigger the trust. Yet budgets flow opposite to trust metrics.
why you're overthinking your content
The goal isn't to post your best work every time. The goal is to post enough that your average quality keeps rising. You only get better by doing. And you can only do by shipping.
the real cost of staying silent
When you choose not to post, you're choosing to let your competitors own the conversation. You're choosing to let your audience's attention go elsewhere. You're choosing invisibility.
the two types of ugc every brand needs
The brands that thrive in 2025 don’t choose between them — they balance both. When you pair sharp conversion creative with authentic community creative, you get compounding growth: lower CAC, stronger retention, and a brand people actually want to stick with.
building a ugc ambassador program that doesn’t suck
Real ambassador programs start with selection philosophy. Stop recruiting based on follower count. Start recruiting based on follower fit. The best ambassadors already love you, they just don't know you'll love them back.