Post Less. Matter More.
Why one great post a week might just beat the daily churn.
Back when I ran digital and social for multiple pro sports teams, I watched incredible content teams burn out trying to keep up with the algorithms, peer pressure, and uncapped demands for more, more, more—posting everywhere all the time without end.
The results were that sometimes we drifted from what actually made our brands special, and almost always, the humans responsible for all of this content capture, creation, distribution, management, analysis, discussion, and everything else, were pushed to the point of mental exhaustion.
Smaller sports brands—and all brands making content— are facing the same problem, but with fewer people and less time.
So:
What if we stopped trying to win the content volume game—and started playing a different one?
Isn't everyone tired of all the social apps, all the posts, all the time?
What if, instead of trying to keep up in this fruitless game, we decided to play by different rules?
What if, instead of multiple posts across multiple channels every day endless, a brand were to put all of its collective content energy into just one post a week—and made it matter?
Imagine that.
Instead of rushing to publish something—anything—every day, the team rallies around a single piece of content that’s actually worth waiting for.
The tone sharpens.
The brand shows up stronger.
The content resonates more deeply.
Maybe the intended audience even starts looking forward to your brand's next post.
Here’s why less but better works:
Intentionality. When you’re not rushing, you get to think clearly—and say something that actually moves people.
Consistency. One great post, on-brand and on-message, builds more recognition than a week of forgettable filler.
Anticipation. When you train your audience to expect quality, they pay more attention—and stick around longer.
My simple 3-step framework:
Choose your hero format. Maybe it’s a vertical video. Maybe it’s behind-the-scenes black-and-white photos. Pick the thing that fits your brand best. And pick the core distribution platform that fits this content the best.
Tell a meaningful story. Share something valuable, moving, or honest. Offer insight, information, or inspiration. Do it with your brand identity in mind, something that's true for your brand.
Commit to the rhythm. Weekly. Bi-weekly. Whatever works—but stick to it for at least three months. Run some analytics. Get feedback. Take notes on what is working and what's not. And build from there.
The point is: consistency isn’t about volume. It’s about trust.
And the best way to build trust?
Stop publishing just to publish.
So, what would your weekly hero post look like?
