“Many companies could see a dramatic boost in productivity with clearer rules for social media and a stronger market focus in their marketing content. Which raises a tough but necessary question: is your marketing content strategy, and your social media policy, fit for purpose?”

In the 1990s and early 2000s, business growth was built on direct conversations. Buyers and sellers spoke on the phone, discussed needs, and decided whether there was a fit. The exchange was clear, commercial, and focused on value.

Today, communication is noisier. On platforms like LinkedIn, it’s common to see businesses mixing political views, personal reflections, and trivial distractions alongside their professional messaging. The result? For potential customers, it’s hard to know what a company actually does, who it helps, and why it matters.

This creates two problems for SMEs:

1. Content confusion – your market can’t find clarity in your message.

2. Productivity drag – “professional social media” becomes a time sink that absorbs attention at every level of seniority.

The challenge is striking the right balance. Your market needs to hear from you — but what they need is focus, relevance, and insight into how you can help them solve problems or grow their own businesses.

The solution isn’t more content. It’s better content, grounded in your addressable market and supported by a social media policy that keeps your team on track.