Quality Over Quantity: Don’t Post Just for the Sake of Posting

Posted by David Chism | Thu, Dec 30, 2021

 Quality Over Quantity: Don’t Post Just for the Sake of Posting

If you don’t have any­thing to say, don’t say any­thing at all.

For years my clients have heard me say things like, Post pic­tures!” Post videos!” Come on… get those posts out there!” Write those blogs!!!!”

In fact, some­times on our recur­ring mar­ket­ing hud­dles my clients even joke about my reminders to keep pho­tos com­ing, hunt­ing for that next great piece of content. 

Is it impor­tant to keep your company’s sto­ry” vis­i­ble online? Absolute­ly. But some­times, you know what? You might just not have any­thing to say. Could be writer’s block, or it could be that you’re work­ing on a job that isn’t visu­al­ly exciting. 

Give your­self per­mis­sion to go dark for a lit­tle while

Love it or hate it, social media and web­sites are here to stay. There’s a con­stant pres­sure to find the right pic­tures, videos, or words to share, espe­cial­ly when you see your com­peti­tors doing it, but it’s real­ly okay to take a breather now and then.

Actu­al­ly, it can be good. I see some con­trac­tors who post reli­gious­ly, but their con­tent isn’t help­ful, excit­ing, or even unique week to week. They’re post­ing for the sake of post­ing, and not adding any real val­ue or con­tribut­ing to any sort of larg­er conversation.

You might have oth­er, more valu­able things to do

There are times when I am hot and heavy into plan­ning meet­ings or mar­ket­ing assign­ments, and am not ready to post an update on my social media outlets.

That’s okay. Take the time you need, and don’t sac­ri­fice the crit­i­cal for the optional.

This isn’t just my two cen­ters, either.. A cou­ple of weeks ago, I saw a post from a major social media influ­encer on LinkedIn basi­cal­ly say the same thing!



This was a com­fort­ing post to read, as I was prac­tic­ing this already but real­ly did­n’t think much of it. I post­ed when I had some­thing I want­ed to share, and when I did­n’t, I said nothing.

I am plan­ning on shar­ing more in 2022 as I learn things I feel will be valu­able to my audi­ence. If there is a week or two that goes by and I can’t think of what to say, I won’t post. It is that simple.

With that said…

This doesn’t mean I’ll be hid­ing and stay­ing off social media com­plete­ly. I’ll use my time to engage and devel­op rela­tion­ships with oth­ers online. I’d encour­age you to do the same. Using social media is not just about shar­ing your updates — it’s about con­nect­ing with oth­ers and build­ing rela­tion­ships that are as real as possible.

So don’t lose momen­tum with your con­tent or social media, but also don’t beat your­self up when you need a break. As you let your­self off the hook and get more spon­ta­neous, I bet your qual­i­ty will go up, plus you’ll enjoy the process more too. 


About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.

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