Why your content strategy isn’t working (and what to do instead)

You’ve got a content strategy.
You’re posting consistently.
You’re doing what the experts say to do.

But the results? Still… pretty average.

No big uptick in leads. No DMs asking to work with you. Just a whole lot of effort and a whole lot of “meh.”

If that’s you, you’re not alone. I’ve worked with teams in finance, SaaS, HR and a bunch of other industries that are technically doing content right — but still not seeing traction.

So what’s going wrong? And how do you fix it?

Let’s dig into it.

1. You’re publishing content, but it’s not saying anything

A lot of “strategic content” is just broad statements in a blazer.
It looks professional. It ticks the format boxes. But it doesn’t actually say anything.

No opinion. No clarity. No hook. Just… content.

You’ve probably seen it. The blogs that restate the obvious. The LinkedIn posts that say “be authentic.” The videos that explain what everyone already knows.

Your audience’s attention is limited. If your content sounds like a basic chatbot, they’ll scroll past without a second thought.

What to do instead:

• Say something real. Get specific.
• Bring a point of view. Take a stand.
• Write like you talk, not like you’re presenting to a boardroom.

2. You’re doing too much, without knowing why

You’re on five platforms. You’ve got a blog backlog. Your team is stuck approving trending content from weeks ago. And you’re still wondering why none of it’s converting.

I get it. Everyone’s been told that more content = better content.

But more doesn’t mean better if it’s not built on the right foundations.

What to do instead:

• Get clear on what you actually want content to do for your business
• Pick one or two channels that align with those goals
• Focus on consistency, not chaos

You don’t need to be everywhere. You just need to be useful, clear, and consistent in the places your audience already is.

3. You’ve got a strategy, but no actual priorities

A content strategy doc isn’t a magic bullet. It’s just a starting point.

If you’re trying to do everything at once — lead gen, thought leadership, SEO, employer brand, brand awareness — you’ll end up doing none of them well.

What to do instead:

• Choose one priority per quarter
• Plan your content based on that goal
• Let the rest be a bonus, not a burden

And if that sounds basic? That’s the point. Most teams overcomplicate content to the point where it’s impossible to execute.

4. You’re talking to everyone (and reaching no one)

Vague messaging is the fastest way to kill great content.
If your posts are full of “we help businesses unlock potential,” your audience is going to tune out.

What to do instead:

• Talk like your customers talk
• Be as specific as possible about who you help and how
• Use examples, not vague claims

Yes, even in professional industries. Even in finance. Even in legal. Specificity builds trust. Vagueness kills it.

5. Your content still sounds like 2022

Your business has changed. Your customers have changed.
But your content? Still sounds like the old you.

What to do instead:

• Audit your content regularly
• Update your top-performing posts to reflect your current tone, services, and audience
• Pay attention to the questions your audience is asking now, not the ones they asked last year

And yes, this applies to LinkedIn too. Just because a post performed well once doesn’t mean it’s still doing you any favours.

6. You’re treating content like a checkbox, not a business tool

This is the one that stings. If content has become just another thing to tick off, it’s probably not going to do anything.

You can’t outsource strategy to ChatGPT and expect results. You can’t just “get something out there” and hope it drives sales.

What to do instead:

• Treat content like a business tool, not a to-do list
• Think about what each piece is for
• Make time to review, test and adjust

Most of the best-performing content I’ve helped clients create didn’t come from a brainstorm. It came from a real conversation. A question. A frustration. Something specific that made us pause and say “wait, this is what people actually need to hear.”

So… now what?

Here’s the good news:
You don’t need a brand new strategy.
You probably don’t need to scrap everything and start again.

You just need to know what’s actually going wrong, and how to fix it.

That’s what I help with.
Whether you’re a marketing lead trying to simplify your content plan, or a founder who’s sick of staring at a blank Google Doc, hiring a consultant gives you an outside eye, a fresh brain, and a clear plan forward.

If that sounds like what you need, you can book a one-off session or chat to me about retainer support.