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Is Your Content Killing Your Success?

Is Your Content Killing Your Success?

On Monday, we talked about positioning, which is the art of knowing what you want to achieve professionally and the steps you’re going to take to get there. So much of digital marketing hinges on collecting, creating, and sharing the right type of content – but, what, exactly, is the right type of content.

Many people answer this question by looking at the numbers of likes, shares, and comments that their content gets. I can understand this tendency – there’s nothing more a marketing professional loves more than a good metric! – but let’s unpack it a little bit.

The fact that content is widely shared in no way implies that it’s helping you achieve your business goals. If you’re posting a lot of content that’s cute, funny, or headline driven, but this material has little, if anything, to do with your brand, you’re not helping your business. There needs to be a fairly clear relationship between everything you post and what you do. For an example, an attorney who wants to share funny cat pictures (and let’s face it, it’s not social media without a funny cat picture now and then!) needs to limit themselves to funny cat pictures that have a legal theme:


It’s important to remember that brands aren’t built by laughter alone. While humorous content does get lots of likes and shares, it doesn’t do much to reinforce your company’s image. Let’s bring the conversation back to positioning. When you’re thinking about what type of content you want to create, collect and share, ask yourself, “Does this content communicate what I want it to?”

Let’s say our attorney wants to position themselves as the go-to family law attorney in their region. It’s vitally important that a significant portion of the content that they collect, create, and share talks about family law issues. Blog posts and social media posts need to demonstrate both your expertise and your personality. This does take time, but it’s time well spent.

The content you collect and share may be dramatically different on different social media platforms. The information our family law attorney shares on her website or Facebook – where it’s most likely to be seen by potential clients – may be more elementary than the information shared on Google + or Linked In, where the audience is professional peers and colleagues, who could be good sources of referral business.

Understanding what your business goals are, what you want to communicate to reach those goals, and who you’re communicating to on each particular platform where you have a presence is an essential part of a successful digital marketing strategy. When you’ve incorporated all of those elements, then the metrics become more meaningful.

This can be a tough transition to make, so if you’re having difficulty making your digital marketing work for you, don’t despair – help is available! Give us a call. We’ll help you make sure that the content you create, collect and share is working to build your business.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office