Elliott Botterill argues that chasing viral content on Instagram and LinkedIn wastes time you should spend building a conversion system that turns attention into revenue. A brand amplifies what works, it doesn't replace a solid business engine.
If you're worrying and stressing and putting all your time into building and creating all these pieces of content, what it can do for a lot of businesses is it actually delays the hard, meaningful work. When you don't have many customers and you're frantically creating content every single day to try and get some, posting on Instagram, writing LinkedIn posts, this can distract you from actually building the core conversion mechanism of your business, i.e., the way in which we turn attention into money effectively. And I've seen way too many people spend way too much time posting on the content and getting on that treadmill without actually building the core engine that's going to generate them money. Now, for most people, I believe that brand should be seen as an amplifier.
