The Emotional Battle of Content Marketing: Tackling the Thoughts that Hold You Back
This past week I did a couple of workshops for a dozen or so early-stage startups on how to build a "Minimum Viable Content Strategy" (more to come on this 😎). I took these founders through some best practices and key components of a good content strategy, and guided them through questions to help them build their MVCS.
While the workshop itself seemed like a big success, the parts that seemed to hit closest to home were the "softer" side of the equation: the mental and emotional battle that anyone who creates content faces on a daily basis.
I knew it was powerful because I saw multiple people breathe sighs of relief at different points, or nod in fresh understanding as I contradicted a thought that had held them back from even starting.
Today, I want to shed some light (and drop some truth!) on some of the most common negative thoughts we face when creating content and share some ways to overcome them.
"I can't put out as much content as ____."
Comparison is a thief, and it’ll gladly rob you of your motivation if you let it. It’s tempting to look at other creators who seem to be everywhere, all the time. But here's the truth: everyone starts somewhere, and those creators had to build their output over time, too.
So, start with what you can commit to. It might be one piece of content a week, or it could be one post every two weeks. Don’t feel bad if it’s not as much as you want right now. Consistency is the name of the game. Once you get into a groove, you’ll gain efficiency, and you'll find it easier to gradually increase your output. And if not, then so what? If you don't give up, you will have built a rich catalog of content that will drive leads, and eventually revenue, to your business.
"Will this actually help anyone?"
You might think your knowledge is too basic to be valuable. It’s easy to forget that what’s obvious to us might be groundbreaking for someone else. I am a prime example of this. I went into those workshops with approximately zero content scripted to help with the mental struggle of content creation. But when the questions started coming, it went there FAST. Things that I just knew and took for granted were actually the pointers these founders needed.
You have insights and experiences that others could benefit from – you just won’t know unless you put them out there. Remember, the foundational ideas that you’ve mastered may be the very thing someone else needs to push their business forward. Start sharing, and see what happens. You might just be surprised by the value people find in what you consider "elementary."
"I already feel overwhelmed… how do I keep up with one more thing?"
If you’re a founder, you're likely wearing too many hats already. I know this feeling well—juggling everything at once, leaving some things untouched just to prioritize what feels most urgent. Content creation is another hat, and it’s okay to acknowledge the weight of that. But here’s what I want to say to you: give yourself permission to evaluate what’s realistic. Maybe it’s one post every two weeks. Maybe it’s a small LinkedIn update once a week. Pick what you can sustain for the next few months and commit to that—without guilt. The magic of content marketing comes from consistent action, not from exhausting yourself to keep up with an idealized version of productivity.
"Is this even working?"
This one hits deep. Content marketing often requires patience, and it’s normal to question whether your efforts are having an impact. You want likes, comments, conversions, and, ultimately, revenue—and you want it now. I mean, it's 11/18/2024 as I write this, and my LinkedIn engagement is atrociously low. But, it's a new platform for me, and I'm building traction every week!
Here's the reality: building a valuable and engaged audience takes time. Focus on providing genuine value to your audience. The best results come when you keep at it, knowing that your effort today will pay off down the road. Trust the process. Keep delivering value, and the results will come.
"I don't think this is good enough."
Perfectionism is a trap, and if left unchecked, it can sabotage your content efforts. I say this as a recovering perfectionist myself—someone who can easily fall into the rabbit hole of trying to get every word just right. But content isn’t meant to be a magnum opus every time. The time you spend making a piece perfect could be spent writing 3-4 more posts.
The benefit of getting more reps in and publishing frequently outweighs the quest to create flawless content. Set a sustainable quality bar for yourself, and hit publish just before it feels fully perfect. The real growth is in consistency and momentum—not in having a third of the content that might, just maybe, be considered flawless.
"Everyone else is more creative than me."
Creativity isn't some rare gift bestowed only on the lucky few—it's a skill that develops through use. Sure, some people have a natural flair for it, but the more you engage in content creation, the more your creative muscles will grow. You’ll discover that by showing up. The more you do, the easier the ideas will come. And remember, not every post has to be a creative masterpiece. Sometimes, simplicity resonates most.
The dirty little secret of content creation is that the best creators don't even need a lot of creativity... they just do an INCREDIBLE job at documenting what they are already doing. Sales calls. Client calls. Discovery calls. Random thoughts. Or how about this one... a curveball from a workshop you lead last week? Yep. This whole post came from documenting my experience from last week, and it wasn't even an idea that was on my radar yet! See? Almost no creativity necessary.
Conclusion: Pause, Set Aside, and Move Forward
If you’re battling any of these thoughts in your content journey, I want to challenge you (or, rather, give you permission?) to pause, set those thoughts aside, and keep moving forward. These mental battles can feel daunting, but progress is built one post, one insight, and one small action at a time. Focus on what you can do today—show up, be consistent, and trust that your effort will bear fruit over time.
You have valuable insights, and someone out there needs them. Don’t let the noise of negative thoughts keep you from sharing your voice with the world.
