Content Marketing Strategist

Do you sometimes feel like you are flinging content out there and hoping something sticks? A post here, a blog there, an email if they remember. It feels like you’re doing “marketing,” but if you’re not stopping to ask whether it’s actually working, then you’re just keeping yourself busy.

You can show up every day, create the prettiest Canva graphics, and churn out reels till your eyes go square, but if your content isn’t helping you attract clients and make sales, then it’s just noise.

I learned this the hard way. Back in the early days, I was patting myself on the back for being so “consistent” because I was blasting the exact same posts across Facebook, Instagram and LinkedIn. Efficient, right?

Wrong.

What I discovered was that what flew on LinkedIn completely flopped on Facebook. Same content, same me, totally different outcome. That’s when it clicked, content isn’t about ticking the box, it’s about knowing where and how it works best.

Here are three quick checks you can use to find out if your content is actually working.

Are people engaging or just scrolling past?

You know the feeling when you put time into a post and all you get back is a couple of likes and maybe a stray emoji. It’s frustrating, and it feels like you’re shouting into the void. That’s the first sign your content isn’t landing. If people can’t be bothered to stop and respond, then your message is probably missing the mark.

Engagement is more than vanity metrics. It’s the proof your content is cutting through the noise.

Think about Greggs when they launched the vegan sausage roll. It wasn’t just likes, they sparked conversation, debate, and loyalty. That’s when you know your content is working: when people want to interact with it.

For me, the big shift came when I stopped treating every platform the same. LinkedIn liked the thoughtful, strategy-driven stuff, while Facebook preferred lighter, more community-style posts. Instagram needed something more visual. Once I made those tweaks, engagement turned into conversations, and those conversations turned into clients.

Is your content moving people closer to buying?

It’s easy to think your content is doing its job if people are liking it or commenting. But if that’s where it ends, you’re missing the point.

Content that doesn’t nudge people towards the next step, whether that’s downloading your freebie, joining your email list, or buying, just keeps them entertained instead of converting them into clients.

John Lewis do this brilliantly at Christmas. Their ads don’t just make you cry over a lonely penguin or a little girl on the moon. They spark an emotional response that drives you to shop.

Before you know it, you’re on their site adding a candle, a bauble, and probably half a living room set to your basket. That’s the power of content that actually moves people closer to buying.

I’ll admit, I used to create content that was heavy on value but light on direction. People would read it, nod along, maybe even share it, but they had no clue what to do next. Once I started weaving in clear calls-to-action, pointing people to my offers or freebies, everything shifted. Suddenly, the content wasn’t just being seen, it was starting conversations and sales.

Does your content feel consistent or confusing?

One of the easiest ways to lose people is to sound like a different person depending on where they find you.

If your website says one thing, your Instagram looks like another business entirely, and your emails read like a stranger wrote them, people won’t know who they’re buying from. And when people feel confused, they don’t stick around.

Consistency is what builds trust. When I copy-pasted content across all my platforms, I thought I was being consistent, but really I just sounded flat.

Once I started adapting the format for each space, while keeping my voice the same, it all clicked. LinkedIn got longer, thoughtful posts. Instagram got visual, story-driven snippets. 

That’s when people started recognising and trusting my brand, no matter where they came across me.

Your quick content check checklist

Want to know if your content is actually working? Do these three things right now:

1. Engagement check: Open your last 5 posts or emails. Did you get comments, shares, replies, or tags, or just likes? If nobody is talking back, your content isn’t connecting.
   
2. Action check: Look at the last 3 posts, blogs or emails where you added a call to action. Did anyone click, download, sign up, or enquire? If the answer is no, your content isn’t moving people forward.
   
3. Consistency check: Open your Instagram, your website and your last newsletter side by side. Do they all sound like you? If they don’t, your content is confusing your audience instead of building trust.

Final thoughts

Your content isn’t there to keep you busy, it’s there to bring in clients and sales. If it’s not starting conversations, guiding people towards working with you, or sounding like the real you wherever it shows up, then it’s not doing its job.

But you don’t need to throw everything out and start again. Just use these quick checks, tweak what’s falling flat, and reuse previous content. Simple, straightforward, and it actually converts without more work.