Once upon a time (okay, like eight years ago), I told people to "post on social media consistently." And they listened.

I taught classes on social media marketing, breaking down the importance of content pillars, audience engagement, and—most importantly—showing up constantly. The algorithm demanded it, and if you wanted to stay relevant, you had to feed the beast.

So, you built a content calendar. You scheduled blogs, emails, and social media posts like clockwork. You followed the formula—posting at peak times, repurposing content across platforms, optimizing for reach.

You listened to my advice (thank you!). And for a while, it worked.

And now?

Your content is… there. Floating in the void. Taking up space. But is anyone on social media still listening?

Be honest—do your readers need another "7 Tips for [Y]"? Another forgettable "Ultimate Guide to Whatever"?

Or do they need you—your perspective, your experiences, your actual thoughts on the industry you claim to know inside and out?

Because let’s be real: The world has enough content. What it needs is insight.

The real power isn’t in volume. It’s in original thinking—the ideas, frameworks, and strategies that only you can offer.

So here’s the uncomfortable question: If you stopped posting today, would anyone notice? Would anything of real value be missing?

If the answer is no, then maybe it’s time to stop posting for the sake of posting and start saying something that matters.

This brings me to a bigger problem—content isn’t just overproduced. It’s boring. And I am not just talking about your content. I am talking about my own…

I’m Bored. You’re Bored. Everyone’s Bored of Social Media Content.

I’ve spent years looking at content. Writing it, strategizing it, scrolling through an endless sea of it. And honestly? I’m burnt out.

A pretty picture of a wine glass with a caption that says “Perfect pour”? Pass.
A recycled blog post that says “In today’s digital world, content is king”? Snooze.
A social post that starts with “In case you missed it…”? I promise, we didn’t.

Content isn’t bad—but most of it isn’t doing anything. It’s just… there.

And if I, someone who likes this stuff, am this bored, imagine how your audience feels.

So, what now?

Tips to Optimize Your Content Marketing Approach

1. Make Content That Feels Like a Conversation, Not a Corporate Memo

• If your post sounds like AI wrote it, start over.

• If it reads like you’re trying to impress someone on LinkedIn, loosen up.

• If you wouldn’t say it out loud to a friend, rewrite it.

2. Stop Posting Just to Post

• Does your audience actually need another “Tips for [X]” list?

• Would anyone care if you skipped a week?

• If your content disappeared tomorrow, would your audience miss it?

If the answer is no, delete it.

3. Say Something New (or At Least Say It Differently)

• What’s something in your industry that annoys you?

• What do people keep getting wrong?

• What’s the spicy take you want to share but are afraid to?

That’s the content people actually want.

4. Think Bigger Than the Algorithm

• Engagement isn’t the goal—connection is.

• Stop chasing trends and start leading conversations.

• Quality over quantity. Always.

5. Pass the ‘Would I Share This?’ Test

Before you hit publish, ask yourself:

• Would I share this if I weren’t the one who wrote it?

• Would I send it to a friend and say, “This is actually interesting”?

• Would I even remember it tomorrow?

If not, back to the drawing board. The world doesn’t need more content. It needs content that makes people stop, think, and care. Be the one who creates that.

Note: I shared this blog post on Linkedin and had a GREAT comment from a fellow marketer who said that brands, “ regularly overvalue their own material, thinking stale posts are shareworthy."

Oof. This is so true.

I had to expand this idea in a Substack titled, ‘If You Have to Ask If Your Content Is Good, It Probably Isn’t.’

Social Media Strategy When You Have To Report to Others

I know for many marketers, it’s not as simple as just stop posting or completely change your strategy overnight. You have bosses, clients, and stakeholders to answer to. You can’t walk into a meeting and declare, "We’re blowing up the content calendar!"

But you can start a conversation.

What would it look like to bring more community, entertainment, and inspiration into your social media marketing?

What if your content wasn’t just checking a box but actually making people feel something?

Because at the end of the day, the goal isn’t just more content. It’s better content. Content people actually want to engage with—not just scroll past.