Your content is good. So why does nobody see it?

I spent some time going through 100’s of founder accounts the other day.

A lot of them were posting genuinely great content.

Smart breakdowns.

Useful frameworks.

Strong evergreen posts.

And somehow they had been sitting at roughly the same level of attention for months.

Same views.

Same engagement.

Same group of people seeing everything they publish.

There’s one KPI I think business owners should be paying way more attention to:

Relevancy.

Relevancy is how often you are part of the important conversations happening inside your industry right now.

Because you can publish phenomenal evergreen content every week.

But there are also moments where your entire market starts paying attention to the exact same thing.

- A platform update.

- A new AI model.

- A company doing something insane.

- A major industry shift.

- A controversial opinion going viral.

Those moments create a TON of concentrated attention.

And I want our founders inside those conversations.

Here’s how we think about it.

1. Your industry is constantly creating temporary attention pockets

Whenever something starts trending inside a niche, people pile into the conversation.

Founders are reading.

Operators are commenting.

Competitors are giving their takes.

Potential buyers are watching.

And there are a LOT more people silently consuming the conversation than actually participating in it.

That’s the opportunity.

Social platforms already have thousands of people clicking, reading, sharing, and engaging with that topic.

So instead of trying to create attention from zero every single time you post, you can enter a conversation where the attention already exists.

That’s basically the entire idea behind the system we use internally.

We call it SNIPE.

2. The goal is to become part of the news

The SNIPE system is stupidly simple:

1. Find a conversation already moving

2. Join it early

3. Add your perspective

4. Give people a reason to care about your take

I don’t want somebody copying the headline, summarizing what happened, and calling it content.

The post needs an actual opinion.

Or a story.

Or a lesson.

Ideally some combination of those.

Because people already know what happened.

They’re opening X or LinkedIn because they want to understand what it means.

That’s where your expertise becomes useful.

If OpenAI releases something new, an AI founder can explain what it changes for their market.

If Meta rolls out a major update, an agency owner can explain what advertisers should actually do next.

If somebody in your industry makes a ridiculous claim that goes viral, you can explain where you agree, where you disagree, and what your own experience has shown you.

You’re inserting years of experience into something thousands of people already care about.

That’s a very good place to be.

3. Relevancy puts your expertise in front of NEW people

Your evergreen content is usually being consumed by people who already exist somewhere around your account.

Your followers.

People who have engaged before.

People the algorithm already knows are interested in you.

A trending conversation can push you into a completely different pocket of the market.

And when somebody sees you for the first time, they need context FAST.

This is why credibility matters so much in these posts.

If I’m talking about personal brands, I can mention that we run 60+ founder accounts.

If an agency owner is breaking down Meta ads, they can mention how much spend they’ve managed.

If a SaaS founder is explaining a product decision, they can mention the company or result that gave them that perspective.

You’re giving the new reader a reason to understand why your opinion deserves attention.

The SNIPE training specifically teaches credibility-led hooks for this reason. These posts are designed to reach audiences who may have never seen you before.

4. This is how relevancy starts turning into authority

You can publish technical content for months and prove that you know your stuff.

But when something important happens inside your industry, people start looking around for who has the clearest take on it.

- who understands what just happened

- who can explain what comes next

- who has actually lived through something similar

And if your name keeps showing up during those moments, people start associating you with the space itself.

That’s what I care about.

I want the exact people INSIDE your market seeing your name over and over until you become one of the obvious people they associate with that category.

Because eventually that person needs help.

Their company needs a service.

Their team needs an expert.

They need somebody to hire, partner with, invest in, interview, or refer.

And you’ve already been showing them how you think for months.

That makes the next step a lot easier.

5. Your content mix should account for this every week

I wouldn’t build an entire account around whatever happens to be trending that day.

You still need the evergreen foundation.

- frameworks

- stories

- case studies

- opinions

- educational posts

- proof

That’s what builds depth around your name.

But you also need room every week to react to what the market is already talking about.

Inside our SNIPE system, the recommended mix is roughly:

50–60% evergreen content

Then layer in timely posts around the conversations already moving in your market.

For X, we recommend around 4–5 snipes per week.

For LinkedIn, around 2 per week.

And every week, I’d review:

Performance: What got attention from the right people?

Market: What is your industry talking about?

Trends: Which conversations are already moving?

Topics: Which of those conversations actually make sense for you to enter?

Then go again.

That’s the same weekly loop we use across our founder accounts.

Post.

Get data.

Form a hypothesis.

Test another version.

Your account should constantly be teaching you where the market wants you to go next.

The biggest thing I’d take away from all of this:

Great evergreen content gives people a reason to trust your expertise.

Relevancy keeps putting that expertise inside the conversations they already care about.

You want both working together.

Because the goal is for the right people in your industry to keep seeing your name until eventually your name becomes attached to the exact ideas you want to own.

That’s when this stuff gets really fun.

— Wiz

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