I recently watched a video by marketing strategist Adam Erhart that completely changed my perspective on content marketing. For years, I’ve seen businesses fall into the trap of thinking that more content equals more growth. But as Adam rightly points out, this couldn’t be further from the truth.
The worst marketing advice many of us have received is simply to “post more.” This misguided approach has cost countless entrepreneurs years of wasted time and resources. What truly grows a business isn’t volume—it’s strategy.
As someone who has helped thousands of entrepreneurs build their online presence, I’ve seen firsthand how a strategic approach to marketing outperforms random content creation every time. The businesses that seem to explode overnight aren’t just cranking out content—they’re implementing a specific strategy that Adam calls “omnipresence.”
The Science Behind Effective Marketing
At the heart of this strategy is Google’s 7-11-4 rule. Their research shows that before making a purchase, customers typically need about 7 hours of engagement across 11 touch points in 4 separate locations. This isn’t just a random pattern—it’s rooted in psychology.
When you show up regularly in front of your audience, you tap into the mere exposure effect: the more often people see you, the more they like you. This builds trust, which leads to purchases. Additionally, commitment and consistency bias means that once people start engaging with your brand, they’re more likely to continue doing so.
But here’s the critical distinction many miss: Omnipresence isn’t about being everywhere—it’s about being everywhere your customers are. This is why random posting across every platform imaginable doesn’t work.
The Three-Step System That Actually Works
Instead of spreading yourself thin, focus on these three key elements:
- Market – Get crystal clear on who your ideal customer is
- Message – Craft content that speaks directly to their needs
- Media – Choose the right platforms to reach them
Let’s break this down further. Your ideal customer avatar (ICA) should be detailed and specific. This goes beyond basic demographics to include geographic and psychographic details. What are their values? What keeps them up at night? What are their goals and frustrations?
The truth is, customers don’t care about your business—they care about how you can solve their problems. This is why your message needs to focus on their pain points rather than your features.
Painkillers vs. Vitamins
Adam makes a brilliant distinction between selling “vitamins” (nice-to-haves) and “painkillers” (must-haves). People are far more motivated to solve immediate problems than to achieve future benefits.
To craft a message that resonates, use what Adam calls the “painkiller profile“:
- Where are your customers now? (Their current pain)
- Where do they want to go? (Their desired outcome)
- What will happen when they take action? (The benefits)
- What will happen if they don’t take action? (The risks)
This framework transforms your marketing from generic content into a compelling narrative that drives action.
Choosing the Right Media Channels
When it comes to media, the key decision is between “search” and “discovery” marketing. If your audience is actively looking for solutions (like searching on Google), focus on search marketing with SEO, ads, and helpful content. If they’re casually browsing social media, focus on discovery marketing that catches their attention.
As for content format, video remains king for building trust and authority quickly. But don’t discount audio (podcasts, audiobooks) and text (blogs, social posts) as valuable parts of your strategy.
What I love most about Adam’s approach is its efficiency. Instead of creating more content, you’re creating more focused content. A single video can be repurposed into a podcast episode, blog post, and multiple social media snippets.
In my years of helping businesses grow online, I’ve found that this strategic approach consistently outperforms the “post more” mentality. By understanding your market, crafting a compelling message, and choosing the right media channels, you can build a marketing engine that works for you—not the other way around.
The next time someone tells you to “just post more,” remember that growth doesn’t come from volume. It comes from strategy. Focus on being everywhere your customers are, not just everywhere. Your business—and your sanity—will thank you.
