CEOs don’t create content

This post is part of my ongoing Internet Intolerant series where I share how CEOs can get off the internet streets without sacrificing revenue.

I’ve got something I need to get off my chest. The social media gurus selling endless courses about “showing up” and creating more content are causing confusion. It’s time we escape the echo chamber of "more content, more content!"

Content is NOT marketing.
And social media is just one distribution channel.

Yes, content can be part of your marketing strategy, but it’s not the strategy itself. The kind of content you produce, how often you post, and where you distribute it are simply the by-products of a larger marketing plan.

What actually matters is a strategic, holistic approach to positioning your brand against the alternatives. It’s about crafting compelling narratives that resonate with your audience and guiding them seamlessly from browser to buyer. That’s the essence of marketing.

Here’s the truth:
More content is not the answer to your lead generation or visibility problem, and you don’t need to be the one creating it. You actually shouldn’t be. So take the phone off the tripod. Cut off the ring light. And let’s get to work.

Many entrepreneurs believe if they could just post more content or get more reach, business would be better. They step out of their zone of genius to haphazardly create content, unsure of how to convert all that being “consistent” into leads and sales.

You need marketing assets—strategic materials designed to generate leads and convert sales, not just posts that inform, entertain, or inspire.

While marketing assets can be content, not all content is a marketing asset.

So, what’s the difference?

What you need is a marketing system that works for you, not just content for the sake of posting.

Here’s the shift:

Instead of stressing over content creation, you can delegate the entire marketing function to a team of specialists who will create the right campaigns and assets for you.

Ask yourself this: 

• Do I, the CEO, need to create more content to see if it works, or do I need to get my best-performing content in front of more people? 

• Does the business need to generate more leads, or do I need to build a sales funnel to capture and convert the interested audience I already have?

• Do I constantly center myself in my content, because I don’t know how to communicate the value of what I offer? Is it easier to lean on my presence and show up when I can, than to develop and manage a strategy?

If you’re going to play on the social media slot machine, you might as well increase your odds, instead of gambling everyday with a new reel or post that you hope will work. I often challenge my clients to maximize their dollar by amplifying their assets instead of creating more content. For example, instead of hiring a social media manager to make more content, consider taking that $500-$1000 a month to run ads or hire an agency to produce marketing assets.

Our Villa clients don’t have to step foot in front of a camera. In fact, we prefer they don’t. We either repurpose the library of content they already have, plan a content shoot for their staff and clients to step into the spotlight, or leverage our UGC creators to create content for them.

No more wasted time. No more wondering what to feed your feed.

Key Takeaways for CEOs and Founders:

1. Content isn’t the end goal:
   Content is not marketing. It's a tool that supports your marketing strategy. Focus on creating assets that lead to measurable results like generating leads and sales—not just engagement.

2. Outsource to save time:
   As a CEO, your time is better spent focusing on your business's big-picture goals. Delegate content creation to experts who can build strategic marketing assets that work for your brand - without you having to show up.

3. Daily content is unnecessary:
   You don’t need to create content every day. What you need are high-impact marketing assets that have a longer lifespan and are designed for different stages of your customer journey. Once you have identified the assets that convert, amplify them.

Rooting for you to finally get off Instagram,

Emmelie

Other Articles You Might Enjoy

Is Personal Branding A Double-Edged Sword for Founders of Color?

Diagnosing Internet Intolerance

My Agency

You can remove yourself from daily marketing without sacrificing revenue.

With our custom software (that I built with my literal bare hands), you can delegate your entire marketing function in minutes. Simply answer five quick questions in our onboarding questionnaire, and within 48 hours, you’ll be reviewing your first marketing asset—whether it’s a carousel, lead magnet, video, email sequence, or an updated homepage.

Learn more here.