You’re showing up.

Posting on Instagram, writing emails, jumping on stories when you’ve got something to say.

Maybe you’ve even braved the occasional Facebook Live.

You’re putting in the work. But… is your content working?

Don't just ask yourself, “am I getting likes?”, but instead: Is this content helping me get clients in a consistent, sustainable way? It’s a question I care deeply about, because I’ve been on the other side. Back in my old marketing job, I had a total love-hate relationship with analytics.

The jargon.

The dashboards.

The acronyms.

It all felt like a blur...

But every so often, I’d spot a stat that mattered. Something that actually showed the work was doing its job. That dopamine hit kept me going.

Then I started blogging… and the obsession got worse. I’d constantly refresh my view count like I was trying to will the numbers higher.

I'm not encouraging you to get that obsessed, but the truth is - metrics do matter. They help you see if your content is doing the job you need it to do - or if you’re stuck pouring time and energy into a machine that’s not giving anything back. But only if you’re looking at the right ones...

what makes content marketing work?

It’s easy to get caught up in doing content. But what makes content work - especially for service providers, is being intentional about what it’s for.

Let’s start with a few basics.

1. every piece of content needs a clear role

Not every post needs to sell, but it does need a purpose.

Are you trying to attract new people into your world?
Build trust with the ones already there?
Encourage someone to take a next step?

If the goal is fuzzy, the message will be too. And when it’s unclear what you want someone to do next… they won’t do anything.

2. does it connect to your bigger strategy?

You can write a great post… but if it doesn’t lead anywhere, it’s not helping you grow a sustainable business. If you're driving traffic to a freebie, but never email the people who sign up?
Or you’re telling people to DM you, but haven't figured out what happens after they do?

Then something’s out of alignment.

Your content works best when it fits into a simple, intentional strategy, where every piece leads somewhere on purpose.

3. does your content reflect the business you’re building?

Content isn’t just about visibility.

It’s how you build the business you want, on your terms.

So if you’re stuck writing content you hate because someone told you “you should”… or posting for the algorithm instead of your people… it might be time to pause and realign.

Let’s talk numbers.

Not the vanity kind - real metrics that show whether your content is moving the needle.

1. forget the vanity metrics

Likes, views, and followers can feel good - but they rarely tell the full story.

What matters more is:

• Are the right people engaging?
• Is content leading to conversations, enquiries, or sales?
• Are people moving through your buyer journey?

Let’s say you’re a designer who creates branding for creative entrepreneurs... You share project examples, client stories, behind-the-scenes processes - and your posts get lots of likes. Even the occasional “you’re amazing!” in the comments.

That's awesome - but here’s the question: Are people reaching out to work with you? 

Those likes are lovely... but you also want to see signs that people are moving closer to working with you.

2. look for signs of conversion (not just attention)

More content isn’t always better. Strategic content is.

You could get ten comments and zero enquiries… or one post that leads to three discovery calls.

The difference?

Clear positioning.

Strategic offers.

A next step people actually want to take.

Don’t chase quantity. Focus on quality.

3. ask your clients. seriously, just ask.

One of the most powerful (and overlooked) metrics? Your clients’ actual words.

What made them reach out?
What post or email stood out?
What helped them trust you enough to say yes?

Even better - talk to potential clients before you create content. Let their language shape your messaging. It’s faster, easier, and way more effective.

is your content working?

Here’s how you’ll know:

• It brings the right people into your world
• It builds trust and connection
• It leads to genuine conversations and sales

If that’s not happening, or if content feels like a time-suck that never gives anything back, it’s worth stepping back.

Because the truth is - you don’t need more content. You need content that works for you.

Want a taste of how that works?

Grab my free guide:

Download my ‘on the money’ content pillars

• The 5 content pillars that should underpin your strategy
• How each one supports marketing and sales
• Practical post ideas you can use straight away