Beyond the "Spray and Pray" Method: A Data-Driven Approach to Content That Converts (Now With 37% More Common Sense)

In modern digital marketing, a lot of people use a technique called the “Spray and Pray” method. This is where you create so much generic content, your laptop starts filing HR complaints, and then you fling it all over the internet, hoping something—anything—goes viral.

This strategy does, in fact, get attention. But so does streaking through a Rotary Club luncheon, and nobody recommends that as a long-term business plan.

Think of “Spray and Pray” as standing in a crowded room, shouting, “HEY EVERYBODY LOOK AT ME!” And miraculously, people do look at you. This is the moment you realize you have absolutely nothing prepared. You are now the marketing equivalent of a deer in headlights—except the headlights are thousands of LinkedIn professionals who were expecting insight and instead got… whatever this is.

Sure, you might rack up likes and views—also known as “vanity metrics”—but these numbers are famous for their inability to pay mortgages. Or buy tacos. Or convert into actual clients.

Meanwhile, research shows the businesses actually succeeding are the ones doing something radical and borderline scandalous: thinking. More precisely, they’re creating content crafted with intention and then analyzing what actually works—like nerds. Which, as Steven Levitt has proven, is the closest thing to a superpower in business.

So instead of spending four solid hours creating content like an overcaffeinated intern loose in Canva, try this:

Spend three hours creating and one hour asking, “Does any of this actually matter?”

Look at your analytics. Which posts lead to real conversations? Which ones get shared by people who do not share cat memes as a personality type?

“Spray and Pray” can be your starting point—like training wheels, but less dignified. The real goal is to upgrade from “person yelling randomly online” to “trusted authority solving actual problems.”

When you shift from guessing to measuring, you don’t have to pray for results. You just generate them—systematically, like a responsible adult.

Check the original LinkedIn post here: https://www.linkedin.com/posts/chrisweiher_sprayandpray-videomarketing-vloggingforbusiness-activity-6785956648725942272-2QAc?utm_source=share&utm_medium=member_desktop&rcm=ACoAAFBYXf8BukXZXYXWEjJkz9nrUrfRK-S_kzg

Key Facts on Content Strategy (Succinct Because You’re Busy)

• Attention ≠ Revenue: Likes and views don’t equal B2B sales.

• True Success Metric: Top B2B marketers prioritize trust and credibility.

• Data Wins: Data-driven content is 3× more effective than intuition-based guessing.

• Time Shift: Reallocate 1 of your 4 weekly creation hours to analyzing what actually drives client conversations.