We’ve all published posts that served no purpose. Let’s talk about it.

A small exercise in agency honesty. We’ve been around since 2012, we produce more than 140 posts a month for our clients, and we have a confession to make: not all of them were useful.

There. We said it.

The useless post: a composite sketch

It looks like this. A clean visual, a decent hook, flawless spelling. It ticks every box of formal quality. And it offers nothing to anyone, because it answers none of the questions the audience is asking.

The worst specimen? The “company anniversary” post. Well done us, eight years already. Nobody asked. Nobody gets anything out of it. But it filled Wednesday.

There’s also the “we’re hiring” post with no job description. The educational carousel that explains the obvious. The team photo from the offsite, posted for the team, not for the public. And the great tropical classic: the international day of something, shoehorned in at the last minute to create a link with the client’s business.

Why it happens, even when you know what you’re doing

Because the editorial calendar creates an obligation to produce. Because a client gets worried about four days of silence. Because at 5 p.m. on a Thursday, something has to go out, and a mediocre post seems better than a gap in the schedule.

These reasons are real. They’re just bad.

What we changed

We stopped treating empty space as a failure. Today, when a post can’t answer the question “what is it for, and who is it for?”, it doesn’t go out. We’d rather push it back, rework the angle, or focus our energy on three pieces that carry weight rather than eight that just fill space.

It takes a bit of courage with the client. Explaining that we post less but better isn’t the most comfortable message when you’re paid to produce. Yet it’s the only one that holds up over time.

And as for digital sustainability, let’s just say it doesn’t hurt either. Every useless piece of content means storage, bandwidth and energy spent for nothing.

If this sounds familiar

You’re not alone. Look at your last thirty posts and ask yourself about each one: what was it for? If you can’t answer for more than half of them, it’s not a talent problem. It’s a framework problem.

A framework can be built. And that happens to be our job.

Want us to go through your last thirty posts together? We’ll tell you what we think, honestly.