YOUR CONTENT ISN'T BAD, BUT NOBODY KNOWS WHY THEY SHOULD CARE

Summary from the TLDR Marketing newsletter

The clearest diagnostic is whether someone could describe what a brand talks about in one sentence when recommending them to a friend, and a vague answer usually means the positioning, not the writing, is the problem. People don't follow accounts they vaguely find interesting - they follow accounts that feel predictable in a good way, recognizable rather than random. A content pillar, a specific territory like social strategy or industry trends rather than an occasional topic, gives someone a consistent answer to that test instead of a different subject every day.