The Power of Strong Content in a Sea of Sameness
It’s become harder than ever for agencies to stand out. Everyone’s fighting for the same business, the same attention, the same clients.
A big part of that comes down to content.
With AI tools and templates everywhere, people can now churn out posts, blogs and whitepapers faster than ever. The result? A constant stream of content that all sounds kind of... similar.
For creative agencies, that’s a problem.
You’re no longer just competing on the quality of your work – you’re competing on the quality of your ideas.
If you want to get noticed, your content needs to actually mean something. It has to make people feel something or learn something new. Not just look nice on LinkedIn.
“If you want to get noticed, your content needs to actually mean something. It has to make people feel something or learn something new. Not just look nice on LinkedIn.”
Volume vs Value
A lot of agencies still focus on how often they’re posting rather than what they’re saying.
I get it — there’s pressure to stay visible, to show you’re “active”, to keep the feed ticking over.
But regular doesn’t always mean relevant.
When content gets rushed, it loses depth. It starts to sound safe and familiar. The kind of stuff people scroll past without thinking twice.
I actually urge you to go and look at some of the biggest, most-followed agencies on LinkedIn. Notice how often their posts get more than 100 likes — it’s surprisingly rare.
That tells you something. Even the agencies with huge followings and great reputations struggle for engagement when the content doesn’t offer anything new or useful.
Good content takes a bit more thought. It might include a real insight, a bit of data, or a perspective that makes people stop and think. It’s not about posting every day — it’s about posting something that earns attention when you do.
“Good content takes a bit more thought. It might include a real insight, a bit of data, or a perspective that makes people stop and think.”
What “Strong” Content Looks Like
Strong content has intent behind it. It’s not just filling space.
It might involve a fresh take on something people haven’t seen before, or a small observation that actually hits home.
It’s usually the result of slowing down and thinking harder, not speeding up and producing more.
Avoid the obvious topics unless you’ve genuinely got something to add. The internet doesn’t need another “AI and marketing” think piece unless you’ve lived through something that gives you a unique view of it.
“The internet doesn’t need another “AI and marketing” think piece unless you’ve lived through something that gives you a unique view of it.”
PR Content vs Prospecting Content
One thing I see a lot is agencies mixing up PR content and prospecting content.
They’re both valuable, but they’re not the same.
PR content builds visibility — it’s about awareness and credibility. It’s your opinion on where the market’s heading, or a take on a cultural shift.
Prospecting content, on the other hand, is more practical. It’s insight-led and designed to start a conversation.
It gives people a reason to reach out or say yes to a meeting because there’s something useful or interesting they’ll get in return.
Both matter — but being clear on which one you’re creating makes your content 10x more effective.
“One thing I see a lot is agencies mixing up PR content and prospecting content. They’re both valuable, but they’re not the same.”
Final Thought
The creative world’s noisier than ever, but that’s not a bad thing. It just means the bar’s higher.
If your content feels human, offers something useful and actually sounds like you, it’ll cut through.
It doesn’t have to be perfect. It just has to be thoughtful.
Because if your content doesn’t start a conversation, it’s just adding to the noise.