Will Creating More Content Increase Revenues?
The short answer:
No. Creating more content does not automatically increase revenue. Content needs to be intentional and strategic, not used as a business problem band-aid. Businesses grow when their offers, positioning, and messaging are clear. If your business lacks clear value communication, more content will only magnify the problem, not solve it.
This is an important topic because I’ve met many business owners who feel pressured to solve their marketing problems by producing more content. They often think they have to be doing more posting on multiple social media platforms, producing more video and writing more blogs to be seen and heard online.
It is busy online, and you don’t need to be on a loudspeaker to be seen. Instead, you need to be smarter than the pressure to perform.
Strategic, high-quality, focused and clear content wins the day every time. Where and what you post depends on your audience, as this is part of your strategy. Remember, volume and visibility are only a part of the puzzle; they are not a band-aid.
To prevent any confusion here, good content is a very important aspect of marketing. Through content, your message is visible and connects to your audience, which is how your customers get to know you. It is how you build relationships with your audience and future customers. Having smart content will help raise your revenues. Random filler content masked by nice graphics won’t raise your revenues because it will turn off customers when they read it.
The Myth: More Content Equals More Sales
When a business is established and has been operating and marketing for many years, it will have created large amounts of content – whether it be video, blogs, social media posts, lead magnets, sales pages, press releases, podcasts or interviews. Therefore, if sales are slow and it is due to marketing, creating more content of the same type is not going to fix the issue.
The Key Questions You Need To Ask Before Creating More Content
- Who are you actually visible to? Is it your audience? If not, the right people are not seeing your offers.
- Is your content relevant and value-laden? Does it help your audience solve a current problem they have?
- Is your content strategic? Is it intentional in its purpose and organized around your business strategic plan?
- Is your messaging clear? Is your audience clear on who you are, what you do and how your services can benefit them?
- Are you on the right platforms? Where will your audience see your content?
When you can answer yes to those questions and your content is on track, but sales are still slow, you need to dig deeper into your business for answers.
If you answer “no” to the questions above, pause before creating a bunch more content and get those questions answered so you can answer “yes”. That may solve your sales problem.
What Business Clarity Actually Means
1. Clear Positioning
In your business, based on best practice, you will have a document (strategic plan) that is updated at least yearly, or prior to company changes in direction:
For the marketing aspect of the strategic plan, you will, at the most basic level, need to identify:
- Who you help – know them, where to find them, what they need, what triggers their wants, who they hang out with
- What revenue stage is your ideal client at (can they afford to pay for your services)
- The specific problem(s) you solve for your clients and how you solve them
2. Clear Offer Structure
In your marketing, you promote offers such as sales, new services, specific packages, etc. The purpose of these efforts is to highlight how you can help, which converts to sales. An offer must communicate:
- One defined transformation your customer will experience from purchasing your offer
- Defined deliverables – an outline of what your customer will receive upon purchase
- Defined price and scope of the work you do
3. Clear Messaging
From your website to sales pages, social media posts, if done well, customers will know who you are, what you do and how you can help. Great copywriting (outside of the creative and authentic design) will be:
- Outcome-focused
- Objection-aware (know why customers might hesitate to hire you)
- Specific language, not generic “growth” promises. Keep it succinct, identifiable, and use terms your audience is familiar with
How Clarity Directly Increases Revenue
This brings us back to the purpose of marketing. Marketing helps a company build awareness, trust and a relationship with its audience. When you have clarity in your business and in your marketing messaging, it benefits your bottom line by:
1. Shortens the Sales Cycle
Clear value = faster decision-making.
2. Improves Conversion Rates
People buy what they understand.
3. Increases Perceived Value
Clarity reduces perceived risk.
4. Attracts Higher-Quality Clients
Specific messaging filters out misaligned leads.
Why More Content Feels Productive
Doing something, whether it is value-based and purpose-driven or just plain busy-ness, always feels productive. Energy is moving.
It is easy to fall into producing more content because it can be a fast track to feeling like you are doing something about a problem. After all, you get a visible product for your efforts, regardless of whether the visible product is useful or not.
This happens because spending time on content creation feels measurable, it avoids hard strategic decisions, it postpones refining offers, and it masks unclear pricing.
Creating more content can be strategic procrastination disguised as productivity.
If you are creating content in your business, I recommend that you approach it as a systems thinker, not as a marketing hustler.
Signs Your Revenue Problem Is Actually a Clarity Problem
Oh this is a good one! Is one or more of these happening in your business?
- You’re posting consistently, but the leads aren’t qualified
- You get “sounds interesting,” but no buyers
- You keep customizing proposals (and spending a lot of time doing it)
- Your offers feel complicated and take a ton of your mental energy
- You struggle to explain what you do concisely (no judgement – we’ve all been there at some point!)
Where Does Sustainable Revenue Come From in Marketing?
This formula, below, summed up like a math equation, is what will build revenue in your business. Content must support this formula, not dictate it.
Clarity + Positioning + Offer Strength + Systems = Sustainable Revenue
When you put the 4 pieces together, your content will align to support revenue. Just generating content on its own won’t get you the return on investment.
Conclusion
If your revenue is flatlining and it is related to marketing issues (not other issues), the solution usually isn’t to create more content; it is about getting clear in your marketing messaging. Clear positioning, strong offers, and focused messaging make it easier for the right people to understand your value and say yes!
Content works best when it delivers clarity, not when it tries to fix confusion. Sustainable revenue doesn’t come from being the most visible business online; it comes from communicating your value simply, strategically, and consistently. Then customers will engage, connect, and your business revenue will grow. No more stress and angst for you!
Ready to raise your revenues? I help established business owners refine their offers, positioning, and systems so their marketing gets easier and more profitable. Click the button below for a FREE 20-minute chat with me about the next best step with your marketing.