Posting ≠ Strategy: What Actually Drives Growth
Let's be honest — most small business "strategy" is just showing up and hoping for the best.
You've got the posts going out. The emails scheduled. Maybe even a blog or two.
But if the results aren't stacking up… it might be time to ask: “Is your marketing truly strategic — or just consistent?”
Because those two aren't the same.
Consistency is like climbing without a route — lots of steps, but no guarantee you’ll reach the peak.
Activity vs. Alignment
Consistency is good. But consistency without alignment? That's just noise on repeat.
Here's the difference:
Consistent content fills your calendar.
Strategic content serves a goal.
3 Signs Your Marketing Might Not Be Strategic
You're doing it all — but can't tell what's working → You're posting across platforms but can't trace results back to anything specific.
Your content feels disconnected from your offers → You're sharing tips and thoughts, but it doesn't lead anywhere.
You're always creating — and still scrambling → If it's always last-minute, it's probably not strategic.
Just filling your feed isn’t the same as building your business.
The Reality Check
A while back, I worked with a client who had us posting multiple times per day on every platform — quotes, video clips, reels, audio bites, all of it.
Engagement looked solid. The calendar was full.
But when I asked what the goal of all this content was, the answer was always:
“I guess… just to stay visible?”
Three months in, we were still at it — posting constantly, chasing the algorithm, but not moving the business forward.
No offers were clearer. No inquiries were up.
We were just spinning.
That’s the difference between activity and strategy.
Activity keeps you busy.
Strategy moves you forward.
Strategy is your north star, ensuring every post points towards your business goals.
So… What Is Strategy Then?
Strategic content is built to support:
A specific audience
A defined transformation or outcome
A real business goal (awareness, leads, sales, retention)
It doesn't mean every post is a pitch. It means every post has a purpose.
Without a map, you wander. With strategy, every step in your marketing has purpose.
The 3-Question Strategy Filter
Before you create anything, run it through this filter:
1. What am I trying to help the reader do or feel? (Get clarity, feel less overwhelmed, take action, etc.)
2. How does this connect to what I offer? (Does it demonstrate your expertise, address a client pain point, or show your approach?)
3. What's the next logical step after someone sees this? (Read another post, join your email list, book a call, buy something?)
If you can't answer all three clearly, it might be activity disguised as strategy.
What to Do Next:
Audit your last 5 posts: What were they really trying to do?
Pick 1 goal to focus on this month (build list, earn trust, drive inquiries)
Align your next 3 pieces of content to that goal
Bottom line: Don't just fill the feed. Focus your message. Make it mean something.
That's strategy.