You Don’t Need a Massive Following—You Need to Post More (With Intention)
By Jerry Grundman
If you’re not posting, you’re not growing.
Let’s cut through the noise: most people aren’t posting enough. Not because they’re lazy—but because they’re scared.
Scared it won’t be perfect.
Scared it won’t get engagement.
Scared it won’t matter.
I say this not as someone above it all, but as someone who’s been stuck there too. I’ve spent more time helping clients build their presence than building my own. And only recently did I begin to start showing up consistently.
Marketing is no longer about follower counts—it’s about interest.
Gary Vaynerchuk says it best:
“Social media is now interest-based media. The algorithm doesn’t care how many followers you have—it cares about who’s interested.”
That’s the shift.
You don’t need a massive audience. You need to create content that connects—and do it often enough to be found.
Overcome the Fear of Posting
If you’re waiting to feel confident before you start, you’ll be waiting forever.
Confidence doesn’t come first—clarity and reps do.
The fear of judgment, of getting it wrong, of not sounding polished—it’s real. I’ve felt it too. For years, I held back on posting—not because I had nothing to say, but because I wasn’t sure if it was the "right" thing to say.
But none of that matters if we’re not showing up at all.
Your job is not to be perfect. It’s to be helpful, real, and consistent.
Define Who You’re Talking To
Before you can create quality content, you need to define your audience. Not in vague terms like “everyone who needs this,” but clearly:
What do they care about?
What problems are they facing right now?
What do they need to hear to trust you?
Whether they’re just discovering you or ready to buy, your content should meet them where they are.
Post Quality. Post Often.
Quality doesn’t mean fancy design or clever wordplay. It means:
Relevant
Useful
Resonant
When you post high-quality content targeted at your audience—consistently—you earn trust. You create momentum. You teach the algorithm who to send your content to.
This isn’t about chasing viral hits. It’s about building visibility with the right people, one post at a time.
Organic Reach is Real (But Only If You Earn It)
You can absolutely grow your reach without paid ads. But it won’t happen if you’re invisible.
Posting often increases your surface area for luck, timing, and connection. It gives people a reason to follow, engage, share, or click through.
You don’t need to be everywhere. But you do need to show up.
Ready to Stop Holding Back?
You don’t need a 50-page content strategy. You need to:
Know who you’re talking to
Say something valuable
Post more than you are now
I’m not sharing this from the mountaintop—I’m still in the middle of it myself. But I’ve seen the difference it makes for others. And I know it’s worth the discomfort.
Let your content be a bridge—not a burden.
