The agonising problems with content creation
Overview – best practice is, and always will be, consistency and a good mix. Read on for advice…
People I speak to often complain they have nothing to talk about when it comes to their business, and I know how they feel, I feel partially the same way about my business. The thing is – I see your business for example, I hear the founder’s story, growth journey, impact of projects, unique facets of their culture, and your point of view. I can’t help it, I’m an optimist but right there, you have got streams and streams of content. The problem is – sometimes the people inside the business just can’t see it.
It needs reflecting back.
Someone said to me recently ‘You can’t read the label from inside the jar’ and I really believe it. The other expression is ‘the cobblers shoes’!
Other really common problems are;
- No one on hand to make graphics
- No ones taking photos of work/ office vibes
- Forgetting about events in advance to post about going to something
- Not thinking that internal meetings and presentations could be good content
- Not taking photos when the team are out and about
- Not planning ahead
With a grounded and realistic strategy, I set KPIs so if the framing is ‘2-3 posts a week’ your mind shifts into ‘what do we need for those posts’, it’s reacting to the challenge and thinking positively and taking action.
I spoke to a client last week about her new problem is too much work and not enough time, when her previous problem was about the pipeline. Setting out clear intentions for growth focuses the mind and makes space for action.
Length of Content + Types
With different generations and audiences to please; it’s overwhelming to think about pleasing everyone and personally, I’m a fan of brevity. If people are viewing websites for 5 seconds, doom-scrolling content looking for bits and endorphin hits – why write anything long? Your word count has to suit the tone you’re setting about your business and give the right signals to your target audience. And of course, if SEO is the goal, then all 3 of the below have a role too.
Here’s a quick overview-
- Short-form content (often the easiest) – Instagram and LinkedIn posts, up to 500 words, no more than 800
- Medium-form is your 800-1500 words (so blogs/shorter articles)
- Longer-form is your research papers, white papers, etc.
And with SEO, the latest is that a) you need backlinks still b) Google is now indexing your Instagram feed so that’s now a bigger part in your Marketing Plan and c) you need a schema and great content to help your website rank.
SEO / GEO / LLMO – call it what you want!
It’s 2026, and we’re wondering now about how our website ranks as well as reads, conveys, gets prospects into your pipeline and delivers the perfect brand message.
The simplest answer is thorough content marketing.
As I said above, the latest is a good schema plug-in telling Google and the LLMs what your website is for: ‘delivering great marketing for agencies to enable growth’. Great. Your website will have your logo on it, but your name also has to appear. It’s bad in terms of copywriting but it’s also essential, so do it in a clever way. In terms of backing up your website copy with blog content, speak to your audience about your processes, write a blog about why your business is unique, write about your accomplishments, and your team.
AI visibility can be checked using tools, and you can also ask AI for tips and advice. My preferred tool at the moment is Claude, which asks questions and sometimes does short polls before answering, and it’s co-founded by a female, and she’s the President.
Ideas for web content; firstly, please list your Services, Sector and Industry recognition on your website; you need to always prove credibility. And if users are viewing websites for 5-10 seconds or digging in your website for validation in picking your agency out of a line-up, it’s so important to be well-presented. In terms of blogs; you can repeat your case studies, you can champion your team, you can do ‘behind the scenes’, don’t be shy now!
LinkedIn Posts
Aren’t AI posts just so obvious? Not just the double-dash but the US-style sales approach which frankly doesn’t reflect how British B2B companies speak to each other. It invalidates your authenticity to not speak the right way to your audience, and that’s detrimental to your business brand. Start every post with a hook (for engagement), then just think about the start, middle and end, and add a CTA or question at the end. Always use a picture and experiment with times of day and days of the week, if you can mix up the type of content across images, videos, carousels and linking to blogs/articles, that’s great. I’ve found that when I include a link, the platform doesn’t like it because it’s encouraging people to leave the platform. People’s posts will also mostly do better than Company posts.
And still, tagging works.
Ideas for content: work anniversaries, hobbies, client wins, lessons learned, events you’ve been to, new hires, team days, fundraising, etc. The happier and more positive, the better!
To conclude
It’s in my experience that it doesn’t have to be huge volumes, do what you can RIGHT. Then go ahead and get a Marketing Strategy written with KPIS, and watch that clever marketing machine build. Momentum and reporting is also key.
Any questions- shout.