I'm so over content marketing strategy - what do I do?

That promise/goal/KPI you defined at the start of 2025?

“Finally nail our content strategy this year”

probably feels… distant.

You’re not alone. And it’s not terminal. You don't just have to start it all over next year

It's not uncommon.

It's not just you.

And it's not terminal.

Over the years, I’ve heard ALL the businesses and marketing teams say things like:

• It feels like I’m creating content just for the sake of it.

• Coming up with ideas is my least favourite thing to do.

• I’m putting in so much effort, but I can’t tell if it’s actually working.

• I'm under so much pressure to show results but I don't think it's about ROI?

Sound familiar? Let's get these content marketing chaos ducks back in a row.

Content marketing is always pitched as the ultimate growth tool: create content, publish consistently, build trust, and the sales will follow.

That's true to a certain extent - and if your objectives, key messaging and target audience are crystal clear it can work marvellously well.

But (and this is a mega-big-but), for many business owners, the process feels grey and confusing at best and pointless and a little soul destroying at worst.

Then, on top of that, you get someone saying "let's just do PPC, it's more effective".....

Lord.

Here’s the thing: most of the advice out there skips over the how. It focuses on tactics and trends—AIO, short form video, podcasts — without addressing the real challenges that trip people up.

So today, I want to share 6 ways to take the frustration out of content marketing and build a system that works for you.

1. Get clear on what you're doing, who for and why

Starting with 'we just need to get more content out there' is a recipe for a hot-mess disaster.

Some clients flinch and recoil when I say they need a framework and a plan first. I get why - they just want to get on with getting stuff out the door so they can see how it looks and feels - and justify to stakeholders where the budget is going.

But believe me, it will backfire.

And that planning and groundwork doesn't have to be long and arduous. However if you do skip over it, your content creation will always feel like an uphill struggle.

2. Shift from “More” to “Meaningful”

It’s tempting to think success comes from pumping out more content. But when your content lacks consistency, it falls flat - no matter how much you publish.

It's brilliant to have hair-brained ideas; they're my absolute favourite thing and often the pieces of content that perform best.

But you've got to tie them back to something - a reason to engage, to click or take another action.

And, they're got to be relevant to what you do - no piggybacking on Traitors just because you want to.

• Educate your audience.

• Answer a key question.

• Solve a problem.

3. Treat Your Content Like a Conversation

One of the biggest barriers we put up for ourselves is considering our content as a broadcast.

Think about the conversations you’re already having with customers. What questions are they asking? What problems are they trying to solve?

Good content starts with listening. Use those real-life insights to craft content that feels personal, relevant right now, relatable and helpful.

4. Stop Chasing Trends

There’s always a new platform, a new format, or a new shiny tool everyone’s raving about. But trying to chase trends easily leads to burnout, not results - especially if you never fully commit to any one platform. Rednote anyone?!

Instead, focus on where your audience spends time. If you have three channels that are all performing well, focus on adapting content for each to suit the platform style and way users consume and share content there. Don't add more.

5. Redefine Success

Here’s where most of us content marketers get it wrong: we obsess over metrics like likes, views, and followers. But unless those numbers lead to inquiries, sales, or relationships, do they really matter?

Redefine success by focusing on outcomes that align with your business goals.

• Did your content spark a meaningful conversation?

• Did it lead to a direct inquiry?

• Did it deepen trust with your audience?

These are the wins that actually matter - I get that it's harder to justify indirect progress but keep banging the drum until it gets boring and people back off!

6. Keep going

It may be painful.

You may have to negotiate for time to make it work.

But it will pay off, I swear.

All those brands you're looking at with great engagement, what do they have that you don't?

• 3 years of test and learn?

• Bigger budgets?

• More resource?

These are all things you can address in a way that works for you.

If the answer is a sh*t product or service, well then, we need to go a whole load of steps further back - but that's ok too, promise!

About Catherine Warrilow

Hey I'm Catherine and content marketing strategy is a big consideration when it comes to getting your brand proposition right. I'm possibly the only consultant on brand strategy who actually and properly aligns everything you do with what your customers wants. And if I'm honest, forces you to accept that you have to change the way you engage (or not) your audience.