Be wary of the trap of posting just to post.
I just wrote this to a client…and it mirrors the theme that Fly Jamerson and I have been talking about on Social Surge.

And I’m laughing at myself, because I used to say: “Everything is content.”

Was I wrong? Technically, no. Everything IS content.

→ That Zoom call rant? Content.
→ The awkward typo-riddled Slack screenshot? Content.
→ The burnt toast you turned into a branding metaphor? Yep. Content. (Also cringe…but content)

But just because something can be content doesn’t mean it’s good content.

It doesn’t mean it’s doing anything for your business. It doesn’t mean it creates connection, builds demand, or nudges your ideal client closer to picking up the phone and calling you first because you’re top of mind.

Posting for the sake of consistency is like putting glitter on garbage. It might sparkle, but it still stinks.

What actually works?

Story. Context. POV. Value.

The stuff that makes people say:
→ “Wait, that’s me.”
→ “Oof, I’ve been there.”
→ “Damn, this made me think.”

So no…DON’T stop posting.

But please, for the love of reach and resonance…Post with Purpose.

Deuces,
Mo