The Power of Strong Content in a Sea of Sameness
Publishing regular content is easy. Creating content that actually cuts through is hard. Every agency is posting and sharing, but only a small number are producing work that genuinely earns attention.
A big part of the challenge comes down to the sheer volume of content now hitting people’s feeds.
With AI tools, templates and shortcuts everywhere, it’s never been easier to churn out posts, blogs and whitepapers at speed and volume. The result is a constant flow of surface level content that ends up sounding and feeling exactly the same.
For creative agencies, that’s a problem.
You’re no longer competing on the polish of your work, but on the originality of your thinking. And from a prospecting and marketing perspective, that matters more than ever. If your thinking doesn’t genuinely cut through, you end up stuck in a thankless cycle of publishing for the sake of it
In a crowded market, the agencies that stand out are the ones whose content actually carries weight. The kind that teaches prospects something they didn’t know, shifts how they think, or positions you as the one with a clearer, sharper point of view than everyone else.
“With AI tools, templates and shortcuts everywhere, it’s never been easier to churn out posts, blogs and whitepapers at speed and volume. The result is a constant flow of surface level content that ends up sounding and feeling exactly the same.”
Volume vs Value
A lot of agencies still prioritise how often they’re posting rather than what they’re actually saying. And I get it. There’s pressure to stay visible, to look active, to keep the feed moving. But regular doesn’t automatically mean relevant.
When content gets rushed, it loses depth. It starts to sound safe, predictable and familiar. The kind of thing people scroll past without a second thought.
Here’s the good news. Because so much of the content out there feels bland or interchangeable, anything truly thoughtful stands out immediately. Go and look at some of the biggest, most-followed agencies on LinkedIn and check how often their posts go above 100 likes. It’s not as common as you’d expect. Even the agencies with huge reputations struggle for engagement when their content isn’t offering anything new or useful.
That’s why less is often more. Instead of churning out think pieces, spend more time crafting fewer, better ones. Gather proper insight. Speak to people in the industry. Bring in data, whether quantitative or qualitative, and let it sharpen your point of view. When you create something with real substance, it travels further and sticks longer because it actually earns attention rather than just filling space.
Good content doesn’t need to be constant. It needs to be meaningful.
“When content gets rushed, it loses depth. It starts to sound safe, predictable and familiar. The kind of thing people scroll past without a second thought.”
What “Strong” Content Looks Like
Strong content has intention. It isn’t published just to fill a slot on the calendar or prove you’re being “active.” It has a point of view behind it. It often comes from slowing down and thinking properly, not speeding up and posting more.
Sometimes it’s a fresh angle on a familiar topic. Other times it’s a simple observation that lands because it’s honest and specific. The key is to avoid adding to the noise. Don’t tackle the obvious topics unless you’ve genuinely got something valuable to bring to the table. No one needs another broad “AI in marketing” think piece unless you’ve lived through something that gives you a perspective others don’t have.
Strong content is built on substance. That might come from a piece of insight, a data point, a conversation with a client, or something you’ve observed in the market. The more curiosity and rigour you put in, the more your audience will feel it — and the more your agency will stand out.
“Strong content has intention. It isn’t published just to fill a slot on the calendar or prove you’re being “active.” It has a point of view behind it. It often comes from slowing down and thinking properly, not speeding up and posting more.”
PR Content vs Prospecting Content
A lot of agencies blur the line between PR content and prospecting content, but in our opinion they serve very different purposes.
PR content is designed to show up in the wider world - LinkedIn, newsletters, industry press. It’s where you share a considered point of view, demonstrate your thinking and add something interesting to the broader conversation. The goal is cut-through: to make people stop, pay attention and see your agency as smart, relevant and worth listening to.
Prospecting content does a very different job. It’s created for a much smaller, highly targeted audience and its value lies in what it unlocks. It needs to be useful enough and insight-led enough that someone is willing to take a meeting just to hear it.
It should speak directly to their challenges, offer practical perspective they can actually use, and give them something they wouldn’t get without sitting down with you.
Both types of content matter. PR content builds visibility and reputation. Prospecting content creates conversations. Knowing which one you’re creating and why is what makes your content genuinely effective.
“Prospecting content does a very different job. It’s created for a much smaller, highly targeted audience and its value lies in what it unlocks.”
Final Thought
The creative world has never been noisier, but that’s not necessarily a bad thing. With so much generic content flying around, anything genuinely thoughtful stands out even more.
If your content feels human, offers something useful and clearly reflects how your agency thinks, it will cut through. It doesn’t need to be perfect. It just needs to be intentional.
Because if your content doesn’t spark a conversation or leave someone thinking, it’s not building your brand - it’s just adding to the noise.