BUSINESSES and small entrepreneurs turning to content creation to boost revenues are either doing it ineffectively or not doing enough of it at all, according to a sales expert who says inconsistent posting and weak audience engagement continue to limit their ability to convert audiences into revenue. Speaking at Learn Grow Invest’s Grow Your Business Through Content Creation conference, Jarrod Best-Mitchell said many businesses underestimate the level of consistency required to turn content into paying customers.

“Some of you don’t realise that the more content you put out, the more everybody converts at their own time. It takes an average of seven pieces of content for somebody to see, like, and trust. Some of you take a year to put out seven pieces of content,” he said, noting that he produces as many as seven pieces of content per day.

He argued that in competitive digital spaces, many businesses are simply not visible enough to their target audience. In addressing concerns about audience fatigue, he dismissed the idea that frequent posting would turn users away.

“You aren’t putting out that much for people to be fed up with. You haven’t even started; what are they going to get fed up with? You are not fed up with the news, and the news is nightly, and you are still watching it,” he told the audience.

He also highlighted missed opportunities during periods of crisis or major social events, noting that businesses often scale back posting out of concern it may appear insensitive, rather than increasing content output to remain visible at a time when demand for solutions may be heightened. However, visibility alone is not sufficient. To drive conversions, he emphasised that content must be supported by direct engagement, encouraging businesses to identify their ideal customers through direct interaction and to create content tailored to their needs. This includes more proactive outreach, such as messaging followers, engaging users who interact with posts, reaching out to new followers with a simple introduction, and following up with those who show interest to guide them towards a potential sale.

“If you could just convert 10 per cent of your audience, what does it mean for your business?” he asked. “And if you don’t message them, your competitor will.”

He added that while some businesses rely on automated responses, more personalised approaches, such as voice notes or video messages, can help build stronger connections, though these should be used strategically. Content should also be guided by customer demand, with businesses encouraged to track frequently asked questions and turn them into content series that directly address those concerns. Challenging the focus on growing follower counts, he argued that many businesses are overlooking the value of their existing audience.

“You will realise that you have millions of followers; you don’t need to grow it; you need to maximise on the existing people who are there, following you, in that community,” Best-Mitchell said.

The conference brought together content creators, marketers, business owners, as well as corporate stakeholders and also explored building digital products, monetisation strategies, and the tools available to support content creation.

Jermaine McDonald (Photo: Garfield Robinson)

BEST-MITCHELL…you will realise that you have millions of followers; you don’t need to grow it; you need to maximise on the existing people who are there, following you, in that community.

Participants engage during a session at the Learn Grow Invest conference, where businesses were urged to increase content output and strengthen audience engagement to improve sales. (Photo: Garfield Robinson)