Why ‘Usefulness’ Trumps Virality for Freelance Lead Generation, According to Ross Simmonds

In a recent LinkedIn post, Ross Simmonds discusses a strategic shift for freelancers aiming for consistent inbound leads, advocating for a focus on usefulness over virality. Simmonds, a prominent voice in content marketing, outlines a simple yet effective weekly content system designed to build credibility and attract prospects.

Simmonds opens by challenging a common misconception in content creation: the pursuit of viral content. He posits that this approach is often less effective for sustainable lead generation than consistently providing value. As he notes:

If you want consistent inbound, stop trying to go viral. Start trying to be useful.

This core message sets the stage for his proposed content framework, which prioritizes depth and demonstrable results. Simmonds observes a prevailing trend among freelancers to share opinions rather than actionable strategies.

The Power of ‘Playbooks’ Over Opinions

Simmonds argues that potential clients are more interested in proven methods and tangible outcomes than in general commentary. He emphasizes the importance of showcasing expertise through practical, repeatable frameworks. According to Simmonds, the content that truly resonates and converts is that which acts as a ‘playbook’ – a guide that prospects can understand and see themselves benefiting from.

A Structured Approach to Demonstrating Value

To combat the noise of opinion-based content, Simmonds proposes a structured, three-post weekly system. This disciplined approach is designed to build a compelling profile over time, offering clear evidence of competence and success. He details the specific types of content to be shared on different days:

• Monday: Share a specific lesson from a client win, including quantifiable results and data.
• Wednesday: Break down an internal framework or methodology used in client work.
• Friday: Address a real question that a prospective client has previously asked.

Simmonds highlights the cumulative effect of this strategy. He states:

Over 6 months, you will have 70+ proof points attached to your name.

This consistent output, he explains, creates a narrative of expertise and reliability. When potential clients review a freelancer’s profile, they should see a clear pattern of clarity, depth, and delivered results, reinforcing confidence in the freelancer’s abilities.

Building Trust Through Consistent Evidence

The underlying principle of Simmonds’s advice is that trust is built through consistent, demonstrable evidence of value. Rather than chasing fleeting viral moments, freelancers should focus on creating a body of work that acts as a testament to their skills and the results they achieve for clients. He suggests that frustration with the ‘algorithm’ often stems from a lack of this foundational consistency.

In Simmonds’s view:

When someone checks your profile, they should see patterns: clarity, depth, results.

This focus on building a strong, evidence-based profile is crucial for attracting high-quality inbound leads. Simmonds concludes with a call to action for consistent, value-driven content creation, urging freelancers to implement such systems before attributing lead generation challenges to external factors like platform algorithms.