The vast majority of people understand content this way because it’s the most common way to produce content today. Virtually every brand does this work or believes they should.
So, knowing how to create content for most people means knowing how to create that specific type of content. And brands are made up of people.
What we mean is that this simpler content is the most common, and the one that is most produced, precisely because it is the best known.
However, as we enter 2025, we’re realizing that content needs to be more. Why? We’ll explore it throughout this text.
But spoiler alert: you need to change when results start to decline. And they are.
Shall we begin?
Growth without Filter is Leadster’s Substack newsletter from Gustavo Luby, CMO.
Nobody Cares About Your Content (When Form Is Ignored)
Corporate content is quite complicated. Not because of its production, which is actually quite simple.
But largely because of the results that this country email list type of content brings, something that is directly related to the way it is produced.
Or rather: with the way corporate content is imagined.
Each content dissemination channel has very specific objectives:
- Blogs: These primarily (but not exclusively) act at the Top of the Funnel . Their content should be focused on answering questions, identified through thorough keyword research . Their main goal is to generate website views and convert blog readers into leads.
- Social media: a space for producing content in various formats and with varying objectives. It seeks engagement , above all;
- YouTube: Similar to blogs, this space seeks to find interesting topics related to your business. It tends to be a Top-of-Funnel platform, but with some caveats. YouTube is great for hands-on Bottom -of-Funnel approaches . You can demonstrate your product or service in a practical way and through video, something much more complicated on a blog.
Of course, there are several other ways to produce content, each with its own objectives.
However, the vast majority of brands that work with content prioritize these three channels. And when results don’t come, the blame always falls on the content, never on the planning.
In the items below, we’ll talk about the main planning mistakes that cause no one to care about the content you produce.
Or in good corporate language: let’s better understand why the results of the content you produce don’t even justify the production itself.
Look:
Why Nobody Reads Your Blog
Blogs have three main characteristics:
- They’re general, but keyword-focused: blogs rarely cover specific features of your products or services. But they often cover related topics.
- They’re built to last: blogs are inherently “the country needs and unless i mistake its temper permanent. Their results need to be measured over long periods, months or even years. A blog post is designed to generate value for at least a few years;
- Blogs cannot be news portals : the main way people find your texts is through Google, and through a very specific search.
If you fail in any of these categories, you end up not even being read.
Of course, there are mitigation strategies when any of these strategies aren’t applied. In fact, there’s no mitigation at all: in some cases, the blog’s existence is tied to noncompliance with one of these points.
Example: blogs that function as news portals are used as support for other publications, such as videos and social media posts. This is how they are read. Without this support, they would fall into oblivion.
In short: people won’t care about your blog if you ignore any of these points, or don’t apply complementary strategies to mitigate the damage of not following them strictly.
Why Your Social Media Has Low Engagement
Social media is much more flexible than blogs because there aren’t such strict limitations on publishing and sharing.
Blogs are limited in this way because Google isn’t a social platform, but rather a search engine. Therefore, the content published isn’t “public.”
On blogs, there’s no algorithm delivering your content directly to people who have already interacted with your brand. Social media is that algorithm.
The biggest problems that generate low phone database engagement on social media are:
- Content unsuitable for the audience: While this is ample space for testing and less-than-structured content, it’s still crucial to have a defined target audience and reference posts when creating them. Your reference posts are the ones that generate the most engagement. If you don’t have such posts, use your competitors’ posts.
- Low-effort content : Low-effort content production is easy to spot, and it’s often easily perceived by the audience. If you’re just doing something for the sake of it , it’s best not to even start;
- Difficulty finding an audience: Sometimes it’s really hard to find followers, even when you’re doing everything right and publishing good, engaging content for your target audience. Then it’s a matter of seeking out other brands, influencers , and partnership opportunities.
Why Your Videos Have No Views on YouTube
YouTube views are quite difficult, there’s no point.
YouTube has never been very popular with branded content, so often just the fact that it’s from a brand’s channel is enough to get few views.
But you need to understand what “few” views mean, okay? Compare it to other brand channels that create branded content , not to other YouTube channels in general.
Also compare it to your marketing results , not to others’ results.