Content Is a Machine, Not a Megaphone

A founder building invoicing software for freelancers decides to "do content." She writes four solid blog posts in month one. Traffic: 90 visits, mostly friends. Month two: three more posts, 210 visits, 2 signups.

Month three, she posts in a founder forum: "Content marketing doesn't work for us. Two months, seven posts, basically zero customers. Moving the budget to ads."