Keir Whitaker

More Content is Not The Answer

The clients I work with don’t usually need to create more content. They need to work out what content is actually worth creating — and then stick with it. Yes, some need to start. But that’s usually not the real problem.

The advice is always the same. Post more, write more, publish more. Be everywhere. But when you’re already stretched thin, “more” isn’t really a strategy. It’s a recipe for feeling like you’re on a treadmill going backwards.

What actually works is less about volume and more about knowing what you’re doing. Knowing who you’re talking to, knowing what you’re trying to say and knowing what you can realistically maintain week on week.

That’s usually where I come in.

The “More Content” Trap

Content marketing has become synonymous with constant output. A blog post every week. Daily LinkedIn posts. Regular newsletters. Repurpose everything across every platform.

The logic goes that if some content is good, more must be better.

But here’s what usually happens instead:

• You start with momentum, publish a few pieces, then client work picks up and it all goes quiet
• You feel guilty about the gap, so the bar for “good enough” gets higher
• The gap gets longer, the guilt gets worse, and starting again feels impossible
• Eventually you convince yourself you’re just “not good at content”

The problem isn’t discipline. It’s that you’re trying to maintain a content schedule designed for a team of three when you’re doing it solo between client calls.

So What Actually Matters?

Good content isn’t about how much you publish. It’s about whether what you publish actually does something useful for your business.

Before we talk about cadence or platforms or repurposing, we need to be clear on a few things.

• You need to be clear on who this content is for. If your positioning isn’t clear, your content will be vague and you’ll end up trying to talk to everyone.
• You need to know what it’s trying to do. Content without a clear job (build trust, support sales, stay visible) just adds to the noise.
• You need to know what you can realistically maintain. Not in a perfect week with no client work, but in a normal week with everything else on your plate.

When those things are clear, content gets easier. You’re not guessing what to write about. You’re not second-guessing whether it’s “good enough.” You know what you’re doing and why it matters.

And here’s the thing about quantity. One well-aimed piece of content that reaches the right people at the right time will always beat ten generic posts shouting into the void.

How I Help

When I help businesses with content, we don’t start with a content calendar or a list of topics. We start with a few basics:

• Where is the business focused, and what kind of growth are you building toward?
• Who are you actually talking to, and what do they need to hear?
• What role should content realistically play in your business?
• What can you maintain without burning out or feeling like you’re constantly behind?

From there, we build something sustainable:

• Choosing one or two formats that fit how you actually work
• Shaping a voice that sounds like you, not a brand manual
• Creating a rhythm you can stick with around client work and real life
• Letting go of the guilt about everything you’re “not doing”

The goal isn’t more content. It’s content that works. Content that builds trust, supports your positioning, and doesn’t drain you in the process.

If “create more content” feels like terrible advice, let’s talk.