Posting content is a powerful way to build trust.
But it’s unpredictable.
If posting is your primary source of leads, you’re putting the success of your business and pipeline in the hands of an algorithm.
An algorithm that owes you nothing.
Sure, post. But content should be the icing on the cake. Not the cake itself.
The Problem With Relying on Content Alone
When you rely solely on posting, you’re waiting and hoping your content lands in front of the right people at the right time. Sometimes it does. Often it doesn’t.
The algorithm decides who sees your posts. It changes constantly. What worked last month might not work this month. You have no control over it.
This is a risky foundation for a business. You’re playing a lottery, not running a strategy.
What to Focus on Instead
Instead of relying on content to generate leads, focus on two things:
Starting conversations. Reach out to people directly. Build relationships one to one. Don’t wait for them to come to you.
Growing an email list from LinkedIn. Move people off the platform and onto a list you own. LinkedIn can change the rules whenever it wants. Your email list is yours.
This puts your revenue in your hands rather than hoping the algorithm favours you today.
Content Marketing Is a Long Game
To succeed at content marketing, you need to be hyper relevant to your target audience. Talk to the problems, challenges, and issues they care about. Use their language. Describe their lived experience.
Even then, it takes time.
Typically, someone needs to consume 2 to 4 hours of your content before they progress into a lead. That’s a lot of posts. That’s months of consistent effort before you see results.
Most people give up long before they’ve invested enough to see returns.
Even Creators Struggle With This
Here’s a reality check. Even many full time content creators struggle to make content their primary revenue source.
A recent study by Goldman Sachs found that 96% of creators make less than $50,000 a year. The average creator makes less than $15,000.
These are people who do content as their job. If they’re struggling to monetise, what chance does someone posting a few times a week have of building a business on content alone?
Content supports your business. It shouldn’t be the whole business.
If You Sell High Ticket Services
If you’re selling high ticket services, posting content can be lucrative. A single client might be worth thousands or tens of thousands of pounds. You don’t need many leads for content to pay off.
But it still takes time and investment. You need to build an audience. You need to establish trust. You need to post consistently for months before the pipeline starts flowing.
Two Questions to Ask Yourself
If you’re feeling like LinkedIn isn’t working despite consistent posting, consider two things:
Have you done enough yet? Content marketing is a long game. If you’ve been posting for a few weeks or even a few months, you might not have invested enough time yet. The 2 to 4 hours of content consumption required to turn someone into a lead takes a while to accumulate.
Are you speaking to a specific persona about what matters to them? If your content is generic, it won’t resonate. If you’re trying to appeal to everyone, you’ll connect with no one. Get specific about who you’re talking to and the problems they face.
Posting consistently is good. But it’s not enough on its own.
Don’t put your business in the hands of an algorithm.
Use content to build trust and visibility, but focus on conversations and building assets you own.
That’s what creates predictable revenue.
TL;DR
Posting content builds trust but it’s unpredictable.
If content is your only lead source, you’re relying on an algorithm you don’t control. Focus instead on starting conversations and growing an email list from LinkedIn.
Content marketing requires hyper relevance and takes time. Someone typically needs to consume 2 to 4 hours of your content before becoming a lead. Even full time creators struggle to monetise.
Goldman Sachs found 96% make less than $50,000 a year.
If LinkedIn isn’t working for you, ask yourself two questions. Have you invested enough time yet? And are you speaking to a specific persona about what matters to them?