Importance of Quality Content

If AI is making feeds “smarter,” why do YouTube and LinkedIn feel more repetitive than ever? The real question is simpler: Are you actually learning? Or just consuming? The issue isn’t volume. It’s value. There’s more content than ever, yet fewer moments of genuine insight. Scroll for a while and the patterns repeat: • Familiar ideas, lightly reframed • Advice optimized for reach, not depth • Recycled narratives with new hooks What’s being optimized isn’t learning. It’s attention. The first wave of AI-powered feeds optimized for metrics: Clicks, watch time, replays. But engagement is not the same as understanding. Algorithms crave momentum, not nuance. The result? Feeds that feel busy—but don’t move you forward. Time gets consumed. Perspective stays static. That’s why the next shift won’t come from generating more content. It will come from value-led curation. People (or purpose-built agents) who filter for: • What actually teaches • What adds context • What justifies your limited attention The platforms that matter won’t just capture time. They’ll justify it. AI can distribute content. AI can scale reach. But wisdom requires judgment. And judgment remains human.

I analyzed my last 50 LinkedIn posts to understand two things: 1. What the algorithm is doing 2. What actually resonates with people Here’s what the data says. Across my last 50 posts: ◦ Average engagements: 141 ◦ Median: 85 ◦ Standard deviation: 152 (results vary widely) ◦ Range: 30 → 950 Breakdown of Last 50 posts: ◦ 300+ engagements: 3 posts ◦ 200–300: 8 posts ◦ 100–200: 11 posts ◦ 50–100: 21 posts ◦ <50: 7 posts 64% of posts sit in the 50–200 engagements range. Here are the key insights. 1. Posts that describe what people are feeling right now win most Top examples: ◦ Mental health / identity (“questioning everything”) → 551 ◦ Job market reality (“shouting into the void”) → 352 ◦ Social tension / anger → 275 These posts, more than anything, try to make people feel understood. 2. Hard truths, backed by data, outperform “nice” advice Examples: ◦ Advice to parents about games careers → 261 ◦ Game design job scarcity → 209 Clear, direct, sometimes uncomfortable = higher engagement. 3. Utility matters - but only when it’s obvious and quality Examples: ◦ Jobs workbook + data system → 226 and 950 ◦ Hiring gamers / talent pool → 256 If people can use it immediately, they engage. 4. Simple, relatable posts can break through too Examples: ◦ “Play SMB3 and you’ll feel better” → 227 ◦ “Peak of video games” nostalgia → 205 Low effort to consume, high identity match. 5. Most content underperforms for the same reasons Low performers were: ◦ Announcements (“we launched X”) ◦ Asks (donations, signups) ◦ Operational updates ◦ Link-first posts ◦ Reposts without added insight Even important content gets ignored if it doesn’t connect to a real, current experience. 6. Structure matters. Length doesn't. What worked: ◦ Strong opening line with tension ◦ Clear emotional or practical payoff ◦ Clean, scannable format What didn’t matter as much: ◦ Length (long and short both worked) ◦ Effort or completeness or even, necessarily, data 7. Pictures did NOT help Picture posts actually performed worse on average. A strong idea still works with a picture. A weak idea still fails with one. 8. Timing and frequency did NOT matter Posting time did not show meaningful impact. Posting more or less frequently in a day did not materially change outcomes.

Last year, I was speaking with a VP of Sales who confidently asserted: “Our buyers rely heavily on Gartner and Forrester reports, and LinkedIn is just noise.” That claim led us to a deeper look. So we ran a rapid social intelligence audit across their 10+ ideal enterprise target accounts and the reality was revealing: 👉 significant stakeholders actively adding connections in LinkedIn. 👉 a few of those routinely engaged on LinkedIn content. This wasn’t casual scrolling… it was conscious participation and relationship building. Some buyers were raising ‘purchase-intent’ questions as well. All transparently surfaced on LinkedIn - in public threads and peer groups. Data illuminating exactly where the research action happens pre-RFP. We scripted a custom GTM strategy: 👍 Enterprise Signal Posts: Engineered deep-dive, persona-tagged case studies, optimized to get clipped into internal research decks and circulated among architects, PMOs, and senior engineers. 👍 Dark-Social Authority: By engaging in high-value vendor comparison (and likes) threads, our client’s leadership profiles gained credibility and trust inside private channels invisible to traditional analytics. 👍 Decision-Stage Content: Launched proof-backed narrative video for "solution-aware" prospects, resulting in high-conversion SQLs. With consistency. The outcomes? 💪 Significant % of new enterprise meetings originated directly from LinkedIn-driven content touchpoints and network engagement. 💪 RFP win-rate increased, correlated to significant buyers explicitly referencing LinkedIn case materials. 💪 Sales cycles compressed because buyers entered conversations highly informed and confident. Why does this work in enterprise buying cycles? Vendor Validation: B2B procurement is increasingly cross-functional; live peer discussions on LinkedIn serve as a real-time, trusted “research layer” far beyond static analyst reports. Peer Proof: Enterprise decision-makers weight peer-shared insights more heavily than vendor-curated collateral, especially within their own secure collaboration channels. If you’re still dismissing LinkedIn as “just noise,” you’re strategically ceding ground during arguably the most critical phase of buyer evaluation. In 2025, enterprise buying journeys don’t start with vendor meetings… they start with social proof, digital authority, and dark social signals. And the winners are the brands that embed themselves authentically and intelligently in these ecosystems. #SocialSelling #DarkSocial #LinkedIn #RevOps #AIGTM

After managing hundreds (maybe thousands) of SEO campaigns… I've distilled content creation down to a science. Here are 6 core pillars that actually move the needle: 1. Smart Keyword Selection Search volume is a vanity metric. Focus on these factors instead: • Relevance to your business goals • Commercial intent signals • Click-through rate potential Pro tip: 60% of Google searches end without a click. Pick keywords where people actually click through to websites. 2. The Uniqueness Factor Google's drowning in AI-generated content. Your advantage? Being genuinely different. Here's how: • Conduct original research (even small studies work) • Share first-hand experience and opinions • Create fresh data sets • Build user-generated content around polarizing topics AI can't replicate human experience. Use that. 3. Perfect Intent Matching Want to rank? Match the format that's already working (while adding your unique spin). Simple process: • Search your target keyword • Study the top 3 results • Note the content format (list, guide, comparison) • Create something similar but better If Google shows informational content, don't try to rank commercial pages. Work with the algorithm, not against it. 4. Content Quality Standards Great content isn't about word count. It's about clarity and engagement: • Write like you're talking to one person • Use simple language (no jargon) • Break up text with headings and bullets • Add visuals that actually add value • Edit ruthlessly 5. Topic Authority Building One great page isn't enough. Build supporting content around your main topic: • Start with branded keywords (easiest wins) • Target competitor comparisons • Create problem-aware content • Build educational resources Each piece should link to others, creating a content hub that Google loves. 6. Technical Foundation All the great content in the world won't rank if your technical SEO is broken: • Page speed under 3 seconds • Mobile-first design • Proper URL structure • Internal linking strategy • Schema markup where relevant Stop pumping out random blog posts. Start building strategic content assets that serve your business goals. Every piece should either educate your audience or move them closer to becoming customers.

Many content strategies are producing more than ever. The challenge is that much of it sounds the same. Content quality has improved across the board. Teams are publishing consistently, following proven frameworks, and using sophisticated tools to create polished assets. Yet despite all that effort, much of the content feels interchangeable. The issue is no longer production. It is differentiation. When everyone has access to similar tools, templates, and best practices, execution alone is not enough to stand out. What creates impact today is perspective. A clear point of view, a distinct way of framing problems, and insights that go beyond what everyone else is already saying. These are the elements that make content memorable and valuable. If a piece of content could be published by multiple competitors without anyone noticing the difference, the challenge is not volume. It is originality of thought. This week’s newsletter explores why volume-driven content strategies are becoming less effective and how organizations can build a stronger competitive advantage through perspective and differentiated thinking. For teams creating more content but struggling to stand out, it is worth a read.

We’re entering a new phase of the creator economy where your taste will be your talent. The people who stand out now won’t be the ones who create the most, but the ones who curate the best. AI has made it incredibly easy to produce content. Anyone can write, design, edit, or animate at scale now. The barrier to creation has almost disappeared. But in a world where everyone can make something, what becomes scarce is not content, it’s taste. The ability to choose what deserves attention, what needs context, and what should simply be left out. People don’t need more things to look at or listen to. They need clarity. They need someone to help them make sense of the noise, to guide them toward what truly matters. The creators who can filter through abundance and bring meaning to the surface will be the ones who thrive in this next wave. Curation isn’t passive. It’s active, thoughtful, and deeply creative. It’s about connecting dots, adding context, and showing people why something is worth their time. It’s a skill built on perspective and judgment, not just production. AI can generate infinite ideas, but it cannot replicate human discernment. It doesn’t know what will move people, what will resonate deeply, or what is worth revisiting. That ability to feel, to decide, to frame an idea in a way that changes how people see it, that’s where the next generation of creators will shine. The creators who last will be the ones who build trust through taste. They’ll be known not just for what they make, but for what they choose to show, or recommend, or vouch for. As creation becomes abundant, curation becomes valuable. And in a world that is always producing, those who pause to filter, frame, and explain will stand out the most.

The most counterintuitive marketing strategy: Tell people exactly how to spot bad products in your industry. Been noticing this trend where successful brands are doing something unexpected, they're teaching customers how to evaluate their entire industry, not just their products. Saw a perfect example with Lakme's approach in the Indian sunscreen market. Here's the context that makes this brilliant: The market is worth ₹6,900+ crores and growing at 7% annually. But until 2019, 65% of Indians had never used sunscreen in a year, and 25% didn't even understand basic terms like SPF. It's a highly price-sensitive market where consumers often just choose the cheapest option. Most brands competed on price, celebrity endorsements, and flashy packaging. Lakme did something different. →They adopted international ISO testing standards in 2015, way before competitors. →They worked with Bureau of Indian Standards since 2016 to standardize the entire industry. →Then in 2025, they launched consumer education campaigns teaching people how to verify any brand's SPF claims. Here's the genius part: Instead of exploiting consumer ignorance, they eliminated it. While competitors fought for uninformed customers making decisions based on price alone, Lakme built a base of educated buyers who understood quality. In a market where per-person spending is approx ₹47, they created customers willing to pay a premium for verified value. This isn't just about skincare. I see the same pattern everywhere. →The agency that teaches clients red flags to watch for. →The SaaS company that openly shares their limitations. →The consultant who tells prospects when NOT to hire them. The counterintuitive truth: In price-sensitive markets, education beats discounting. When you teach your market how to evaluate quality, you don't just build customers, you build advocates who will pay a premium for verified value. What's one red flag people should watch for in your industry? #ad

Quality over quantity matters on LinkedIn, and now I have the data to prove it. We started working with a client 7 months ago to build out their organizational thought leadership on their company's LinkedIn page. The first 6 months, we posted almost daily. They are industry experts and have a TON of valuable content at their finger tips. But due to the depth of the content and time it took to create these high-value daily posts, our team was starting to feel overwhelmed. We went to the client and transparently shared this with them and offered two solutions: 1) Increase the retainer to get more support to keep up with the daily posts, or 2) Keep the retainer as-is but reduce the # of posts to 2-3 per week. The client opted for the second option, and now I'm really glad they did. I was concerned that after months of daily posting, we'd see a significant drop in impressions and engagement, but the OPPOSITE happened. Even though posting frequency declined from 5 posts per week to 3 posts per week, the average impressions DOUBLED. Why?? Because with fewer posts now appearing in the feed, older posts are having a longer shelf life, gaining more traction, and leading to increased impressions over time. They are getting more time to shine. ☀️ TLDR: Posting for the sake of posting isn’t the goal—visibility and engagement are. Sometimes, less is actually more. If you’re feeling the pressure to post daily, this is your permission to step back and focus on quality over quantity. Your best content deserves time to breathe—and your audience will thank you for it. Have you experimented with posting less? What results have you seen?

Quality v/s Quantity the reality….. Many are falling into the toxic trap of prioritizing post quantity over quality on LinkedIn. But this short-sighted approach is a way for failure. Posting low-quality filler content just to hit some likes does more harm than good. It affects your personal brand and trains your audience to tune you out as noise. The cold hard facts: → Posts with <300 words get 60% less engagement → Void of insights/opinions, they disengage 89% of viewers → Only 19% find value in regurgitated, unoriginal content Instead, you need to engage your audience with thoughtful, VALUE-DRIVEN content that showcases your expertise. A single masterpiece > dozens of mediocre pieces. By focusing on quality over quantity, the benefits are staggering: → 92% higher conversion to leads/clients → 54% more social selling opportunities   → 3X more engagement per post → Solidify yourself as an authority figure Don't play checkers while your competitors play chess. Create content that leverages: ✅ Unique, well-researched insights  ✅ Compelling storytelling/hooks ✅ Real data visualizations ✅ Thought-provoking questions Quality is the new currency to grow on LinkedIn. Prioritize quality over post count, and you'll see exponential rewards. P.S. Struggling to produce A+ content daily? I've helped hundreds of professionals 10X their LinkedIn growth through high-impact personal branding and content strategy. Book a FREE consultation by clicking the link in the first comment!