Content not performing? Here’s what’s really going wrong

You’re posting. You’re publishing. You’re showing up on all the right channels.

But the results?
Meh.

No real engagement. No leads. No traction. Just a nagging feeling that all that content you’ve been sweating over isn’t actually doing anything.

If that’s where you’re at, this one’s for you.

Because “content not performing” is rarely a volume problem. It’s usually a clarity one. And in most cases, it’s not the content itself that’s broken, but the decisions behind it.

Let’s dig into what’s really going wrong.

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First, what does “content performing” actually mean?

Before we start fixing anything, we need to define what we’re measuring.

When people say their content isn’t “performing,” they usually mean one (or more) of the following:

• It’s not attracting the right audience
• It’s not getting much engagement
• It’s not generating leads
• It’s not converting leads into customers
• It’s not being read, shared, or talked about
• It’s not clearly communicating the offer or value

But honestly, content can’t perform if it’s trying to do all of those things at once, or doing them for the wrong people.

If you don’t know what the content is supposed to do and who it’s speaking to, the rest doesn’t matter.

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So… why isn’t your content performing?

Let’s get specific. Here are the biggest culprits I see in client content. And yes, they’re all fixable.

1. Your messaging is vague or inconsistent

If your core message is fuzzy, your content will be too. It might sound fine on the surface — well-written, even insightful — but if the point isn’t clear, it won’t land.

Some signs your messaging needs work:

• Your content talks about what you do, but not why it matters
• There’s no obvious hook or positioning angle
• Different posts contradict each other (or feel like they’re from different brands)
• It’s hard to summarise your offer in a sentence
• You’re using lots of words to say… very little

✅ Fix it:

Start by answering: What do we want to be known for?
Your messaging should anchor every piece of content so that whether someone reads a blog, a LinkedIn post, or your homepage, they walk away understanding what you do, who you help, and how.

If you’re not sure? That’s your first content problem.

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2. You’re not writing for a clear audience

This is a tough one: lots of content is written for peers, not prospects.

If you’re trying to sound clever to your industry friends (instead of being useful to the people you actually sell to) your content won’t convert.

Another issue? Writing for everyone. When you try to cover every possible persona, buyer stage, or decision-maker in one piece, the result is a watered-down message that resonates with no one.

✅ Fix it:

Pick a single audience per piece of content.
Ask:

• Who is this for?
• What do they already know?
• What are they frustrated with or trying to solve?
• What words would they use to describe that problem?

If your reader can’t see themselves in the first few lines, they’re gone.

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3. You’re saying what everyone else is saying

This one’s especially common in regulated or B2B industries. You want to sound professional, but end up sounding identical to your competitors.

Think:

• “We deliver tailored solutions at scale”
• “Our team is passionate about helping businesses grow”
• “End-to-end service from people who care”

Yawn.

If your content could be copied and pasted onto a competitor’s site without changing the meaning, it’s not working hard enough.

✅ Fix it:

Bring in specificity. Real examples. A point of view.
Don’t just explain what you do, explain why you do it that way. What makes you different? What do you believe? What do you push back on?

Being safe won’t help you stand out.

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4. You’re focusing on output, not impact

You’ve been told to “just get content out there.”
So you write. And post. And publish. And repurpose.

But busy ≠ effective.
Pumping out content without a strategy is like throwing spaghetti at a wall and calling it dinner.

✅ Fix it:

Slow down. Make fewer, better decisions.
Content that performs is clear, consistent, and aligned to real business goals. That means:

• Having a message hierarchy
• Knowing your customer journey
• Writing with intent, not panic
• Creating content because it’s useful, not because the calendar says you should

Ask: What’s the purpose of this piece? If you can’t answer that in one sentence, you’re not ready to write it.

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5. Your tone is off (or nonexistent)

Tone of voice matters more than most teams realise. It’s how your audience decides if you’re trustworthy, relevant, and “get them.”

When content feels too corporate, too robotic, or too impersonal, it gets ignored, no matter how good the underlying message is.

And with the rise of AI tools, tone is now a major differentiator. Everyone has access to the same writing tools, but not the same voice.

✅ Fix it:

Develop a voice that actually reflects how you work, not just how you think you should sound.

You can still be clear and professional without sounding like a government brochure. And you can show personality without crossing into cringe.

If in doubt: read it out loud. Would you say it that way on a call? If not, rewrite.

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6. You’re not giving people a next step

One of the easiest ways to tank performance? Leaving your audience with nowhere to go.

A great blog with no CTA.
A killer post that doesn’t link anywhere.
A website that says “get in touch” but offers no clarity on how or why.

✅ Fix it:

Always give your audience one clear next step.
That might be:

• Reading a related post
• Downloading a guide
• Booking a call
• Sending an email
• Following you on LinkedIn

The best content doesn’t just inform, it moves people forward. Your job is to make that step easy, obvious, and low-friction.

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FAQs: Quickfire answers for the SEO gods (and curious readers)

What types of content are most likely to perform well?
The ones with clear purpose, a defined audience, and a strong message. That could be blogs, LinkedIn posts, case studies, guides — the format matters less than the focus.

Is it better to publish more often or focus on quality?
Quality, always. One great post a month will outperform five rushed ones. Consistency matters, but only if what you’re saying actually lands.

How long does it take for content to start performing?
Depends on your channel and goal. SEO content might take 3–6 months. LinkedIn can build momentum in weeks. Strategy-led content often performs faster because it speaks clearly from day one.

Can AI-written content perform?
Yes... if it’s edited by a human with a clear message and a distinctive voice. If you’re copy-pasting from ChatGPT with no changes? Probably not.

What should I measure to see if content is performing?
That depends on the goal. But in general:

• Website content: time on page, bounce rate, conversion
• LinkedIn: reach, saves, comments, profile views
• Blog: organic traffic, backlinks, signups
• Email: opens, clicks, replies

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Before you hit publish again

If your content isn’t performing, don’t just push out more of the same. That’s like turning up the volume on a song that’s out of tune.

Instead, step back. Rethink the message. Reconnect with your audience. Tighten your tone. And make each piece earn its spot.

That’s how content starts to work for you.

Need help making that shift?

I work with marketing teams, founders and service businesses to turn unclear, underperforming content into something sharper, smarter, and actually useful.

From one-off strategy sessions to ongoing content retainers — if you're stuck, I can help.

Book a free intro call or get in touch here.

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