Content; Shouting into the Void

Reflecting on a 2012 post about using blogs for sales – and why everything I predicted came true (unfortunately).

Right, let's talk about content strategy. Specifically, that blog post I wrote in 2012 about using blogs for sales that I've been reflecting on recently. Back then, I was banging on about how most businesses were creating content without any real strategy behind it. Thirteen years later? Well, let's just say I wasn't wrong – but it got so much worse than I imagined.

What I was worried about in 2012

Here's the thing – I'd been fascinated by content marketing since 2004, when I wanted to write my MBA dissertation on it. The academics told me it "wasn't a thing" and made me choose something else. Turns out they were spectacularly wrong about that one!

By 2012, businesses were finally jumping on the "content marketing" bandwagon, but without really understanding what they were trying to achieve. They'd set up blogs, write a few posts, then wonder why nothing was happening. Sound familiar?

My main concern was that people were creating content for content's sake, rather than thinking about how it actually fitted into their sales process. I kept seeing businesses write amazing, in-depth articles that would take 30 minutes to read – then wonder why busy prospects weren't engaging.

I called it the "university lecture problem." Just because you can explain everything about your expertise in one go doesn't mean you should. It's like serving someone a seven-course meal when they've only got time for a biscuit. (I do recognise the irony of saying this at the start of a pretty lengthy post. "Do as I say, not as I do", my Dad always said!)

My solution was what I called "content chunking" – breaking one big piece of content into smaller, digestible bits that took people through their buying journey step by step. A paper becomes blog posts. Blog posts become social media updates. Everything connects, but nothing overwhelms.

Why I was absolutely right (and why it matters more now)

The attention economy went barmy In 2012, I thought people were busy. In 2025? People's attention spans have been absolutely shredded by social media algorithms designed to keep them scrolling. That "biscuit and cup of tea" rule for content consumption has become even more critical.

Content volume exploded beyond recognition Back then, I was worried about businesses not having enough content. Now the problem is the opposite – there's so much content that even brilliant stuff gets lost. The businesses winning aren't necessarily creating more content; they're creating smarter content that actually guides people towards making decisions.

The "spray and pray" approach became the norm Most businesses now pump out content daily without any thought about whether it's moving prospects forward. They measure success by likes, shares, and "engagement" rather than actual progression through the buying journey.

Algorithm anxiety took over Instead of focusing on what their customers actually need, businesses started creating content to please algorithms. Which is bonkers, because algorithms change every five minutes, but customer psychology doesn't.

What's still completely right

Quality over quantity wins every time The businesses that consistently grow have figured out that one really useful piece of content beats ten mediocre ones. Every single time.

Progression beats perfection Time respect is everything Content chunks still work brilliantly

What's changed (and what hasn't)

The good news:

• We can track how content actually moves people through buying journeys much better now
• Video and audio content have made it easier to build genuine connections
• Smart businesses have learned to create content libraries that work harder for longer

The slightly terrifying news:

• Most businesses are now addicted to creating new content rather than making existing content work better
• AI can pump out endless mediocre content, making it even harder for genuinely useful stuff to stand out
• Everyone's become obsessed with "going viral" instead of building actual relationships with real prospects

The questions that actually matter in 2025

Instead of asking "How often should we publish?" ask:

• What's the next logical step for someone who reads this? If your content doesn't clearly point towards some kind of progression, it's just entertainment.
• Could we turn this one big thing into ten smaller, more digestible things? Most content works better when it's chunked down to "biscuit-sized" pieces that respect people's time.
• Are we measuring the right progression signals? Blog views are interesting, but "blog reader to email subscriber" or "blog reader to consultation booking" is what actually matters.
• Would this help someone make a better decision about something they're considering? The best content doesn't just inform – it helps people move forward with confidence.

The uncomfortable truth about content strategy in 2025

Here's what I've learned after watching thousands of businesses struggle with content: Most content fails because it's trying to do everything instead of doing one thing brilliantly.

That comprehensive guide you're planning? Brilliant. But don't publish it as one overwhelming 5,000-word monster. Turn it into a five-part series that takes people on a journey. Each part should leave them wanting the next bit – like a good box set.

The businesses winning with content in 2025 have learned that being helpful in small, specific ways builds more trust than trying to demonstrate how clever you are all at once.

Your content reality check

Here's my challenge: Look at the last five pieces of content you published.

For each one, ask:

• What specific problem does this solve for someone?
• What's the next step someone should take after reading this?
• Could this have been three shorter, more focused pieces instead?
• Does this help someone make progress, or is it just showing off our expertise?

If you can't answer those clearly, you're probably creating content for you, not for your customers. And that never ends well.

Because here's what hasn't changed since 2012: People buy from businesses that make their lives easier, not from businesses that make them feel stupid for not knowing as much as you do.

The best content strategy isn't about proving how much you know – it's about helping people make progress, one small step at a time.

What's the most useful piece of content you've come across recently? I'd love to hear what made it so helpful in the comments – I'm always collecting examples of content that actually works.

And if you're interested in customer psychology and marketing insights with a twist, keep an eye out for my – 101 Ways Your Customers Are Like Cats – mini-book coming in September. It's a silly metaphor but serious business. You can join the waiting list at for first access and to play with the 'Feline Philosophy Finder' (yes, that's really what I'm calling it).

#ContentStrategy #Marketing #BusinessGrowth #ContentMarketing