A blend of both

I have a great example from an interior designer I worked with. When we started, he was stuck at 100 followers, and by focusing on the right content strategy, we scaled him to 14,000 within a year.

​The specific piece that really sparked that growth was a 'This vs. That' breakdown. Instead of just posting a pretty portfolio photo, I created a carousel showing the same room with 'bad' lighting versus 'good' lighting, explaining exactly why one felt cozy and the other felt clinical.

​I think it was successful because it shifted his content from aspirational to actionable. It didn't just show people a pretty room; it taught them how to fix their own homes. That utility triggered a massive amount of 'saves' and 'shares,' which is exactly what signaled the algorithm to push his content to a broader audience

Initially id eStop trying to rank for impossible keywords like "dating app" and focus on owning local searches like "Singles in...ect.."

Then do a programmatic setup to automatically pump out specific pages for every town so you catch people where they live.

​It’s a way to grab users who are ready to meet up without the headache of being indecisive because of distance.