We’ve sat with plenty of clients who’ve had a post doing really well. Lots of likes, lots of comments, and the instinct that follows is almost always the same: “we just need to post more of that.”
We get it. More of what worked, more often feels like the obvious move. It’s also, more often than not, the wrong one.
Likes were never the goal
Likes and comments are the easiest thing to see, which is why they get mistaken for the goal. If what you actually need is more enquiries, or leads for your sales team, engagement on a post won’t get you there on its own. A video getting hundreds or thousands of views might be part of the answer, but attention and action are two different things, and a lot of marketing budgets are spent assuming they’re the same.
In a larger business, that’s a department of specialists. In an SME, it’s often one person, working alone, expected to be strategically minded and technically strong across every channel at once.
Nobody applying for that role is genuinely an expert in all of it. That’s not a reflection of the person, it’s what happens when one role is written to cover work that needs several specialisms. Even a talented generalist ends up spread thin, with less time to go deep in any one channel.
The better question to ask
The useful question isn’t “what’s getting attention?” It’s “what should happen next, and what are we doing to make that happen?”
That second question is the one most businesses skip. They’ll happily tell you which post did well last month. Ask them what happened after someone engaged with it – did they visit the website, sign up for anything, get in touch – and the answer is often “we’re not sure.”
That gap is where most content strategies quietly fail. Not because the content is bad, but because nothing was built to catch the attention it earned.
By then you’ve absorbed the recruitment cost, the settling-in period, and several months where the sheer breadth of the role meant no single channel got the depth it needed. If it doesn’t work out, that’s not down to the person, it’s the same structural mismatch resurfacing, and you’re back to square one.
What "more of that" actually gets you
If a post about your team’s expertise does well, the instinct is to make five more posts just like it. Sometimes that’s the right call – consistency in what you’re known for is valuable, and we wouldn’t argue against it.
But sometimes what you really need isn’t more of the same content. It’s the infrastructure around it: a landing page that doesn’t waste the click, an email sequence that follows up with the people who engaged, a clear next step for someone who’s interested but not ready to buy yet.
“Post more” feels like progress because it’s easy to do. It’s something you can start today, with no planning meeting required. But that doesn’t always mean it makes the impact you’re looking for, and a business can burn a lot of time posting into a system that was never built to convert that attention into anything.
What should you actually measure?
Start with the outcome you need – enquiries, sign-ups, sales conversations – and work backwards. Ask what you need for a piece of content to lead to that outcome. Often it’s not “more posts like this one.” It’s a clearer call to action, a slicker landing page, or simply following up properly with the people who already showed interest.
Likes and comments aren’t meaningless. They tell you what resonates, and resonance matters, but they’re a signal, not a strategy. The businesses that get real results from content are the ones asking what’s supposed to happen after someone pays attention, and making sure something’s there to catch it.
What’s the number you’re trying to move? If you’re not sure your content is set up to move it, that’s usually the first thing worth fixing.