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Why Your Small Business is Always Behind on Content


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Ever feel like you’re constantly playing catch-up with your content?


Let’s talk about why that really happens — and trust me, it goes way deeper than just being “inconsistent.”


By the end of this blog, you’ll know the three major pitfalls that keep small business owners stuck when it comes to content creation, and how to avoid them. These are essential to dodge if you want to actually succeed online.


Pitfall 1: You Don’t Have a Clear (and Sustainable) Content Strategy

This might sound obvious, but not everyone approaches content with a real strategy in mind — one that actually serves their business goals.


Ask yourself:

  • What goal is your content helping you reach?

  • Is it to grow your email list?

  • Launch a new offer?

  • Build awareness around what you do?


All of those are valid, but if your content isn’t tied to a specific goal, it’s going to get harder and harder to stay motivated — especially when you’re not seeing results.


And when it comes to tracking progress? Stop watching vanity metrics like likes, comments, and views if you’re using content to grow your business (and not just posting for brand deals).


The metrics that actually matter are:

  • Click-throughs

  • Retention (how long people stay engaged)

  • Conversions from your calls-to-action


If your goal is email subscribers, your content should be set up to deliver that. If people are watching to the end and taking action — that’s what matters.


Sure, saves and shares are great (they show value and relatability), but what you really want is engagement that leads somewhere — people staying with your message long enough to act.


If you want to learn how to make this strategy sustainable, check out my video: [Plan a Week of Content in 30 Minutes].


Pitfall 2: You’re Thinking Like a Creator — Not a Business Owner

This is a big one, and it can be hard to spot in yourself.


There’s a huge difference between being a content creator and being a business owner who uses content intentionally. As much as I love being creative, my content exists to serve my business — Essence Presents Production — and the people I help.


If you want content that gives you ROI (return on investment), then your content needs to lead somewhere — to a freebie, a paid offer, or a next step your audience can take.


For example: My YouTube videos lead people to free resources on my site. Once someone downloads something, they join my email list. This is how I nurture trust and grow my business behind the scenes.


So the question becomes: Are you driving people somewhere strategic with your content? If not, start there. Then track how long they’re engaging, if they’re taking action, and what’s working.


Pitfall 3: Content Creation Is Always in Your Way

This might be the sneakiest one of all: content takes up way too much time because you’re reinventing the wheel every. single. time.


The solution? Plug-and-play systems.


Not just strategy systems — I’m talking about actual creation systems:

  • Graphic design templates

  • Copywriting templates

  • ChatGPT prompt templates

  • Scheduling and automation tools


These save your time, your energy, and your brainpower. And most importantly? You stop getting distracted by the next “step” in the process every time you post.


If you can batch captions, film ahead of time, and then automate your posting, you’re giving yourself back hours each week — and that’s the goal.


Your systems should feel natural to how you work. And if automation feels intimidating, don’t worry — it’s way simpler than you think, and honestly? Your business will feel more like you once those distractions are out of your way.


I’ve had clients spend three hours on one Instagram post — and I’m here to say that is not sustainable for small business owners. Especially when it’s short form content.


If this hit home for you, I’ve got free resources to help:


These are 100% DIY-friendly and designed to save you serious time.


 
 
 

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