Why “More LinkedIn Content” Is Not a Growth Strategy for Agencies
I keep hearing the same conversation.
Different agencies. Different stages. Different people around the table.
But the same conclusion, delivered with the same quiet confidence.
“Sales are slow… so we’re doubling down on LinkedIn.”
And every time, I find it slightly distressing.
Not because LinkedIn is bad.
Not because content doesn’t matter.
But because this has become a substitute for thinking, not a result of it.
How We Got Here
Cast your mind back.
First, we were told to sell the why.
Then content is king.
Then challenge the customer.
Then educate the market.
So agencies did exactly what agencies do best, they executed the tactic… at scale.
Blogs. Posts. Carousels. Thought leadership. Opinions. Hot takes.
All fired into the LinkedIn void, hoping that at some point the right buyer would appear.
And the story usually goes like this:
We’ll publish lots of content
People will find it
They’ll remember us
And when the pain is big enough… they’ll come to us.
That is not a strategy.
That is hope with a posting schedule.
The Buying Reality Has Changed (And We’ve Ignored It)
There’s plenty of research on this, but you don’t even need it to know it’s true.
Buyers are overwhelmed.
They’re time-poor.
They’re sceptical.
And they are being shouted at by millions of agencies that all sound broadly the same.
The idea that your next client is sitting on LinkedIn, thinking, “If only one more agency posted another blog…” is fantasy.
Helping people buy today isn’t about throwing more information at them.
It’s about helping them make sense of what’s already there.
Clarity beats volume.
Perspective beats presence.
Simplification beats saturation.
LinkedIn Is Not a Sales Strategy
Here’s the uncomfortable bit.
When an agency says, “Our sales and marketing strategy is LinkedIn”, what they often mean is:
We don’t have a clear position
We don’t have a defined niche
We don’t have a compelling commercial narrative
We don’t have a proactive route to market.
So we’re going to give content away and wait.
LinkedIn is a conversation platform.
It’s not a distribution engine.
It’s not a sales funnel.
And it absolutely doesn’t owe you attention just because you’ve posted something.
Used well, LinkedIn can support a strategy.
Used alone, it becomes a comfort blanket.
Why Most Agency Content Doesn’t Convert
Let’s be honest.
Your prospects are seeing:
Thousands of “thought leaders”
Endless frameworks
Identical opinions
Safe, middle-of-the-road takes designed not to offend anyone.
So ask yourself, brutally:
Why your content?
Why now?
Why you?
If you can’t answer those questions clearly, your buyer won’t either.
What Actually Works Instead
Content can work, but only after you’ve done the hard thinking.
Agencies that grow consistently tend to be clear on:
What they stand for (and what they don’t)
Who they are for (and who they’re not)
What problem they uniquely solve
Why they are the right choice right now.
They don’t just publish content.
They use content to reinforce a position that already exists.
And crucially, they don’t rely on “being discovered”.
They:
Start conversations
Target specific accounts
Create commercial moments
Help buyers orient themselves, not educate them endlessly.
The Hard Truth
If LinkedIn content isn’t working for you, the problem is rarely LinkedIn.
It’s usually that:
Your positioning is fuzzy
Your proposition isn’t sharp
Your route to market is passive
Your growth plan is outsourced to an algorithm.
Posting more won’t fix that.
Thinking will.