📈 The Content You’re Not Posting (But Should Be)

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Steal the Playbook

Good news:

You don’t need more ideas.

But you do need to actually post the ones you’re ignoring.

The real content - the stories from inside your business, the mistakes, the wins, the lessons learned - is sitting in your inbox.

Or your Slack threads

Or your late-night Notion notes.

But instead, most entrepreneurs default to safe, recycled “how-to” posts.

They feel productive, sure, but not vulnerable.

And showing your vulnerable side is what builds an audience.

The content you’re not posting is the stuff that actually drives business.

Here’s what you should be sharing, and why it works.

1. Behind-the-Scenes > Polished Highlights

People are tired of perfection.

Social media is full of polished copywriting, or worse, AI content.

People want to see what actually goes into building something.

They want the human part.

• “Here’s what we changed this week in our sales process (and why).”

• “This client almost churned, here’s how we saved it.”

• “Our biggest internal screw-up this quarter and what we learned.”

Why it works:

People trust what they can see. 

When you pull back the curtain, you show you’re building, learning, and iterating.

That’s credibility.

And if you’re nervous to post, check out How to Get Over the Fear of Sharing Online.

2. Client Wins and Lessons

Posting screenshots of testimonials is fine.

But breaking down why a client got results? Way more powerful.

It’s those details that helped my content agency, FounderBrands, become the go-to for people looking to build their personal brands.

• “Here’s how our client went from X to Y in 30 days, and the exact tweak we made.”

• “A quick lesson from a client project that completely changed our onboarding.”

• “This one strategy saved our client $12K/month in expenses.”

Why it works:

It positions you as a problem solver, not just a service provider.

People want to know how you got results.

3. Your Thought Process

Your audience sees your success so they want to think like you.

So let them in on the mental frameworks behind your decisions.

• “We had two choices this week, here’s how we decided.”

• “Our client was stuck. This is the exact framework I walked them through.”

• “I used to think X. Now I think Y. Here’s what changed my mind.”

Why it works:

It builds authority without needing to posture.

Sharing your thought process shows you’ve got real experience and makes people want to work with you.

4. Repeating Yourself Is a Feature, Not a Bug

Think you already said it last month?

Say it again.

Because your audience:
a) didn’t see it,
b) forgot it, or
c) needs to hear it ten more times before it clicks.

Keep posting:

• Your offer

• What makes your business different

• The biggest mistake your ideal client is making right now

Why it works:

Repetition builds recognition. And recognition builds trust.

The Takeaway

The content you’re holding back? That’s the content that sells.

The raw, real, “I wasn’t sure if I should post this” stuff.

Because the goal is to be useful, visible, and human.

So dig into the notes, the texts, the team chats.

That’s where your best content is hiding.

Now go post it.

Whenever you’re ready, there are 4 ways I can help you:

1. FounderBrands: Build your online identity. Become the authority figure in your industry.

2. Promote your business to 1,800+ subscribers by sponsoring my newsletter.

Cheers,

Collin Rutherford

PS. Not a red flag…