Asking How to Create a Sustainable Content Plan is the Wrong Question

I’ve been hearing variations on a question pop up lately: How do I create a sustainable content marketing plan?

Or, how do I create content consistently and sustainably?

And I understand where this question comes from. As business owners, we have more channels than ever on which we can distribute our content — but that means it feels like we’re constantly in content debt to those channels, owing them something new, something deep and meaningful, something witty and smart.

It’s exhausting! And it can be easy to burn out.

I’ve seen it so many times where a business owner will get excited about a new channel — or a new project, a new topic, a new idea — and post a ton of content all at once… Before they get tired, fizzle out, and go silent again.

(Sound familiar?)

So yeah, I understand why people would be looking for consistency and sustainability in their content planning.

But if you find yourself asking that question, you may be on the wrong track.

Asking how to create a sustainable content plan is the wrong question

Here’s the deal: asking how to create content sustainably is like saying, how do I date sustainably? Or how do I play sustainably? How do I make art sustainably?

It’s the wrong question.

Just imagine: You’re looking for love and you’ve been seeing somebody for a few weeks, really into them, so you sit down to dinner on your third or fourth date and say, “I’m really into you. How can we continue this relationship sustainably?”


Do you think they’re going to be excited about that next date??

If you’re in it for the long haul, you’re going to find ways to make it sustainable (we hope!). But it’s the passion for the relationship that’s going to make the sustainability possible.

What question should you be asking?

If you’re wondering how to make your content creation sustainable, I think the question really is, why am I burned out?

Why am I no longer feeling passionate about this?

Why has content become a chore instead of an opportunity?

There are many different answers to these questions.

I’ve seen business owners who thought of content creation as a transaction, something they had to do as part of their business, like balancing the books or taking out the garbage.

I’ve met business owners who felt like they were pouring their heart and soul into their content, but weren’t seeing results, so it felt like loving someone who doesn’t know you exist. Exhausting!

Maybe you’re burned out on the medium you’re using and it would feel more interesting to switch it up and try something different — videos, audio, or written text.

Maybe you need some help brainstorming new angles to talk about because it feels like you’ve said it all before.

Maybe you just need a clear plan to ensure your content is getting results so that it no longer feels like a Sisyphean task, writing that email every week.

Whatever the problem, the answer is the same: you have to bring passion, excitement, and authenticity to your content if you want your potential clients and customers to show up the same way. (Because that’s what we’re asking of them, right? Show up! Get excited! Feel inspired! Take a leap of faith!)

What to do when you really are burned out

But here’s the thing: If you really are burned out on content, if it’s not your zone of genius, if you’ve got a thousand other things on your plate…

That’s OK.

Really. Truly.  It’s OK.

You’re just one person! And if you’re trying to do all the things in your business, you simply may not have the bandwidth to bring that passion and energy to content creation. In fact, you might need to save it for working with clients, creating new products, writing a book, or whatever other project you’ve got going on.

If you don’t have the time, energy, or space for that, we can help.

And it’s not about outsourcing your passion; it’s about letting us help you translate it so you don’t burn out and still have the passion for your work, as well.

We can interview you to pull out the topics and angles to write about, we can help brainstorm new ideas, and we can bring the passion and excitement to the creation.

If you’re driving yourself crazy looking for a path to sustainability and consistency in your content marketing plans, outsourcing could be the answer you’re looking for.

Curious if this could work for you? Click here to schedule a call with me and let’s talk about it.

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