I think we're asking the wrong question when it comes to content.

Because everyone seems to fall into one of two camps.

The first barely publishes at all because they're genuinely trying to figure out the best possible way to communicate what they mean. They treat every post like art (which I can respect), but nothing feels quite right yet, so they keep refining and neglecting to talk to their audience in the process.

The second publishes religiously simply because…well, it's Tuesday and the content calendar says it's time. So the idea goes out into the world, whether it's fully formed or not.

If you ask me, I’ll say neither of those options is the “correct” way to go about content.

They’re both not right. But they’re also not wrong.

You should absolutely care about the words you put into the world, wrestle with your ideas, and edit the sentence one more time if it genuinely makes the message stronger.

But you also can't become so damn precious about your work that your audience never gets to hear from you.

And consistency matters. But consistency shouldn't mean publishing something simply because your content calendar says it's time.

There has to be another filter.

One that asks whether this piece actually says something.

Whether it'll make someone pause, make them reconsider something they thought they believed, or if it'll still be sitting with them tomorrow....or whether they'll forget it thirty seconds after reading it.

Because honestly, what's the damn point of it all?

Of course, as a business, the end goal is always to sell.

But you wouldn't be reading this if your goal was just to sell.

You care about the people you serve, you care about your reputation, you care about the work you produce.

You're not trying to sell to anyone who will buy. You're trying to curate a community of like-minded people who are invested in the way you think, the way you work, and align with your values.

Which is why content feels hard af sometimes.

Because it's not just a marketing asset, it's a piece of you. Founder-led brands specifically. Content is very much you. Your name. Your face. Your reputation is attached to it all.

Every post becomes another tiny piece of how people remember you.

If you're in the first camp, you feel that weight before you ever hit publish. If you're in the second, you feel it afterward. That's why a post with low engagement suddenly makes you question everything.

"Maybe I wasn't clear. Maybe this wasn't the best way to say it. I'll just archive it..."

Think about it like this...

The pasta salad is always better after it's had time to marinate (can ya tell what I had for lunch this week lol). And tea gets richer the longer it steeps.

Maybe ideas deserve the same courtesy.

Not every thought deserves to become content.

Some thoughts deserve to stay in your notes for another week. To collect more evidence. To survive another conversation. To prove they're more than just a passing opinion.

The ideas worth sharing are usually the ones that still feel true after you've challenged them yourself.

Meaning, if you're feeling a fck ton of resistance sharing a concept....pause. Maybe that's an inside thought that definitely deserves to be written and cataloged. But not publicly shared just yet.

Sometimes it's your intuition telling you the thought still has a little growing up to do.

Write it down. Sit with it. Come back to it. See if it still holds.

And when you do decide to share it, make sure it's something you can stand ten toes down on if someone brings it back to you six months from now.

Because even though content feels like it disappears fast, your reputation doesn't.

So maybe the goal isn't to create more content, but to share more core ideas that stick with your people and leave a lasting impression of who you are and what it's like to do business with you.

Catch ya next week,

Marissa