Mastering consistent content creation

Is consistent content creation the holy grail?

We all dream of a marketing plan that effortlessly transforms into engagement, leads, and ultimately, the sales our businesses deserve. I believe the key to unlocking this potential lies in consistent content creation. Regularly sharing valuable and engaging content positions you as an authority, nurtures relationships with your audience, and drives sales and growth.

However, why does achieving this seemingly straightforward goal feel like climbing a mountain for so many of us? Why does consistency remain elusive? Why do doubts creep in about the very content we want to put out there?

My theory is that a significant part of the struggle stems from a lack of genuine belief in what we do. It’s about a lack of confidence and commitment to being visible.

Let’s delve deeper into the common roadblocks that hinder consistent content creation with confidence.

The planning paradox: Investing time now for future gain

One of the primary hurdles to consistent content creation is not making the time to plan. As someone who runs quarterly planning sessions, I’ve witnessed how easily business and marketing planning gets relegated to the bottom of the to-do list. Urgent tasks with immediate deadlines invariably take precedence.

Yet, the evidence overwhelmingly supports the power of proactive planning. Taking the time to map out your content in advance provides clarity, direction, and, ultimately, saves you time and stress in the long run.

The implementation gap: From plan to action

Another frequent pitfall is the disconnect between planning and implementation. We dedicate time to crafting a content plan, feel a sense of accomplishment, and then set it aside as if it were merely a theoretical exercise.

Why this self-sabotage? We’ve done the groundwork! The next step is simply bringing the plan to life by creating the content planned in to go out on a certain day. Often, this again boils down to a priority issue. While we intellectually understand the importance of consistent content and it’s boost to our visibility, other demands often overshadow content creation. I think this is often linked to the fact that you haven’t yet experienced its tangible rewards.

The frustration of ‘waiting’: planning, creating, but seeing no results

Perhaps the most disheartening scenario is when you do the plan, create the content, but see little to no engagement or results. I’ve heard this frustration echoed by many: “What am I doing wrong?”

While there isn’t always a single magic bullet, the lack of desired outcomes comes down to the fact that whilst you are ‘going through the motions’ there is something fundamental missing below the surface, as it were. It is something foundational and strategic. For example:

1. You don’t truly know your audience: Have you done the deep work to identify your ideal clients – their needs, pain points, and where they spend their time online? Without this understanding, your content will likely miss the mark.
2. You lack complete confidence in your offers: If you don’t wholeheartedly believe in the value and impact of your products or services, this hesitancy will inevitably seep into your content, resulting in a watered-down message.
3. Your content lacks passion and purpose: If content creation feels like a chore, devoid of genuine enthusiasm and a clear understanding of its purpose, it will likely resonate as such with your audience.

Strategies for mastering consistent content creation

So, what can we do to overcome these obstacles and cultivate consistent content creation with total confidence?

Firstly, if any of this has struck a chord, be kind to yourself. It simply requires some honest reflection and a shift in approach.

If you struggle with planning…

• Gain clarity on your monthly business goals: Understand what you want to achieve by doing a plan, as this will provide the motivation and direction for your content planning. Remember, there are often multiple pathways to the same outcome, and planning helps you map those out.
• Make planning a non-negotiable priority: Treat it with the same importance as crucial client meetings. Schedule dedicated time for planning and protect it fiercely. Ask yourself: what would make me prioritise this above almost anything else? Offer yourself an enticing reward if you need to.

If you plan but struggle to implement…

• Plan less. Achieve more: It’s far better to consistently create one high-quality piece of content per week than to aim for five and fall short. Start small and build momentum.
• Streamline your implementation: Explore ways to make content creation easier. This could involve repurposing existing content, batching similar tasks, or using templates. In The Content Club, we chose a monthly theme or focus to help us with this.
• Focus on content that excites you: Choose topics that you feel confident talking/writing about and formats that you genuinely enjoy creating. Ensure you can clearly articulate the purpose and desired outcome.

If you implement, but don’t see results…

• Revisit your business foundations: This might be the uncomfortable truth, but if your content isn’t connecting, it’s time to examine your core offerings, pricing, and ideal client profiles.
• Reconnect with your passion: When you are genuinely excited and aligned with what you offer, your content will naturally be more compelling and authentic. What can make you excited to “show up and show off” again?
• Know your audience intimately: Invest time in understanding who you are trying to reach. What are their challenges, needs, and where do they seek information? Tailor your content to their specific pain points and even their inner thoughts!

Consistent content creation should be enjoyable

Creating your content plan and the content itself should never feel like a burden. While it might not be your absolute favourite business task, the “why” behind it should genuinely excite you. It’s about guiding potential customers on their journey and sharing the incredible value you bring to the world.

The clients I’ve worked with who commit to planning, implementing, and creating engaging content often find the process enjoyable because it works. Their businesses thrive, and this consistent visibility becomes a fundamental and rewarding part of their success.

Your next steps towards mastering consistent content creation

As always, I want to help! I love planning content and creating it …so, if I can share just an ounce of my enthusiasm I will. If you think confidence could be holding you back, then do participate in my upcoming Content Confidence Boost – my new audio series.

This series of daily audios (starting Monday 12th May) will help you reflect on your feelings about your business, offers, and ideal clients.

Or, book a Content Confidence Power Hour with me. For £95, we’ll spend 60 minutes identifying ways to align your plans (and get you planning if you are not, with an easy-to-follow template) with content you’re excited to create. We’ll develop strategies to boost your confidence and ensure your content effectively attracts your ideal clients. Email: kate@thecontentconsultancy.com to arrange a spot.

Consistent and confident content creation isn’t a mythical creature! It’s a tangible and achievable goal. By addressing the underlying barriers and implementing strategic solutions, you can transform content creation from a daunting task to an easy treadmill of output.