Challenges of Creating Marketing Content: Expectations vs. Reality

Author: Camryne Washington


In the world of digital marketing, it’s easy to see other content and think: “Wow, if they can post this, I can definitely achieve the same results.” Unfortunately, that can be far from the truth, especially when you’re just starting out. Take a look at some of these examples below.


1. Expectation: “I know exactly what I want to write about!”

    Reality: “I’m stuck.”

When you’re planning content from week to week, It can be hard to think of what’s the next move. Even planning content months in advance can leave you at a standstill. After constant brainstorming, and looking at past content you've published, it can still be a murky vision of what your next topic will be.

Try these tips to never run out of content again:

  • Try Google Trends: See what's popular by state and within the industry. This is especially effective for when you're writing about local topics. You'll be able to post content that can get you local or even nationwide traffic.
  • Look at current events: See what's popular in forums such as Reddit, blogs like Ioshka Media, or the news. Draw inspiration from the articles to inspire yours.
  • Rewrite old content: Nothing wrong with getting a fresh pair of eyes, updating your best or least popular content, or revising it. Maybe you can add something new that's current for the year or maybe you have a new outlook on your old points.

2. Expectation: “My content is going to be loved by everyone!”

    Reality: “I only got 12 views?”

Sadly, as great as we think our content is, sometimes it doesn’t get the hype we’re hoping for. Sometimes it can take months to finally see content gain traction. If you're sitting around, waiting for any random person to find your page, and hoping that they will hopefully spread your content like wildfire, think again. 

Posting content on one platform and hoping for the best is like a newspaper boy saying “extra, extra, read all about it!” with no one around. Relying on your website to bring in traffic alone won’t cut it. Promote your content on your business's social media page or share it within groups that are interested in similar topics. It's best to diversify your range of audiences to get the most reach and grow your fan base. 


3. Expectation: “I need to write only the best content!”

    Reality: Writing the best isn’t easy. 

Yes, it’s great to produce the best content, but that’s such a monumental goal. You’re missing the big picture: your audience. Instead of focusing on the general goal of creating the best content, switch it to focusing on creating what your audience enjoys. Post articles, videos, and other types of content to see what they respond best to. When you focus on being better for your audience, you can gain the loyalty and engagement you're seeking.


4. Expectation: “I need to post everyday.”

    Reality: There’s more to posting everyday.

While posting every day can seem like the best option to optimize results, it's not realistic for a regular business.Content should be published at the right place and right time. Posting less often can make you seem invisible while posting too much can make your business look annoying.  Instead, consider what's best for your business and brings the most engagement. Maybe you need to post twice a week instead of one. Maybe you need to post five times on Facebook but one time on your blog. Posting frequency varies, so it's best to analyze and experiment how often you should post for your business. 

Another factor to consider is posting times, especially in the social media world. Timing can play a big part in your engagement. Posting at a time where people are less active can lead to low or zero traffic. If you post during active hours, you'll set yourself up for a better chance of visibility and engagement.   

Best Times to post on social media

  • Facebook - Wednesday from 11 a.m. to 1 p.m. 
  • Instagram - Wednesday 11 a.m. and Friday 10-11 a.m.
  • Twitter - Wednesday and Friday at 9 a.m.
  • Linkedin - Wednesday 9-10 a.m. and 12 p.m.



The problem with setting the bar high is that we obsess on getting a desired result instead of focusing on the actual results and improving from there. High expectations can lead to problems of feeling disappointed and dissatisfied with the results we witness. 

Content creation can work for you  if it’s implemented correctly by analyzing what works best for your business. In the long run, if you practice perfecting your content strategy, you can achieve the outcome you want. 

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