Every entrepreneur I know has had this thought: “Should I even bother making the content?”
We’re full of ideas. Snippets of inspiration pop up when we’re driving, on a walk, or mid-meeting. Some of them could be brilliant – the kind of posts or videos that spark conversations, attract opportunities, or even bring in clients.
But here’s the uncomfortable truth: most of those ideas never make it to production. They sit in notebooks, voice notes, or just rattling around our heads, gathering dust.
This week, I found myself asking the very same question.
The Dilemma We All Know
On the surface, it seems simple. I help people with content for a living, so surely I should be the first to prioritise my own. But that’s exactly the trap.
Like many of you, I’m busy. Client projects are flowing, deadlines are tight, and the work is consistent. It’s a fantastic problem to have – but it creates the perfect excuse. “I’ll make content later. Once I’m on top of things.”
And here’s where the tension shows up. Creating content doesn’t bring revenue today. It doesn’t deliver instant gratification in the way client work does. If I write a post this afternoon, I won’t wake up tomorrow with a new client in my inbox.
So the rational side of my brain whispers: “Why bother?”
At the same time, another part of me – the shiny-object side – wants to dive in head-first. Forget everything else, hyperfocus on the idea, and let the rest of the world burn while I obsess over getting this one piece perfect.
And lurking in the background? Procrastination. “You’ve already got so much on… do you really want to add more?”
It’s a tug of war. And if you’ve ever wondered why you aren’t producing more content, I’d bet you’ve felt the same pull.
The Mastermind Shift
Luckily, I wasn’t left wrestling with this alone. I talked it through with my mastermind group – and that’s where two breakthroughs happened.
First, I reframed the question. Instead of thinking, “This will take hours and probably won’t pay off today,” I asked:
“What if one piece of content brought me one client?”
Even a single client conversation could be worth thousands. A referral. A project. A long-term partnership.
Suddenly, not creating content felt like the bigger gamble.
Second, someone reminded me: timing matters. The idea I was sitting on was tied to a research project with interviews at the start and then again six months later. My instinct was to rush out content on the first interview. But without the six-month comparison, the story wasn’t complete.
That insight gave me permission to wait. To sketch the project, collect materials, and let the idea ripen. It doesn’t all need to be produced now.
The Illusion of Effort
Afterwards, reflecting on my own, I spotted another mental trap.
In my head, creating this piece of content was a huge project. Hours of work. A mountain of editing. Something that would swallow a whole weekend.
But when I stripped it back, I realised: it might only take an hour or two. Even for someone new to content creation, it’s rarely as overwhelming as our brains tell us it is.
That’s procrastination’s favourite trick. Inflate the effort until it feels impossible, so we avoid starting.
And here’s the kicker – the longer you put it off, the bigger it feels.
🌪️ You’re not broken. You’re burned out.
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The Arguments Against Content
Now, let’s be fair. There are reasons you might argue against creating content.
“My clients come from referrals, not social media.” True for many businesses. But even referrals Google you. And when they do, content is proof you know your stuff.
“I don’t have time.” Also true. But not creating content is a choice to stay invisible. Which costs time (and money) later.
“It won’t bring revenue today.” Correct. But neither does brand building, networking, or training your team. All long-term investments pay off later – if you make them.
So while the arguments sound logical, they don’t hold up if your goal is to grow beyond today’s workload.
The Case For Creating Content
On the flip side, here’s why content is almost always worth it:
It compounds. A post today may not land a client, but a year from now someone will stumble across it and reach out.
It builds trust. When people consume your content, they feel like they know you before the first conversation. That shortens the sales cycle.
It creates opportunities. Speaking gigs, partnerships, collaborations – most of them happen because someone “saw your content.”
It clarifies your thinking. Writing or recording forces you to simplify ideas. You become sharper. More persuasive.
It attracts your future clients. Content is a magnet. Without it, you’re relying on chance.
Practical Ways to Beat the Block
So, if you’re stuck asking, “Should I create the content?” – here are a few things that have helped me:
Talk it through. Share the idea with your network or peers. Fresh input reframes the value.
Reframe ROI. Stop asking if it pays off today. Ask: “What if this brought me one client?”
Batch or pause. If your schedule’s insane, block out time in the diary or wait until the story is ripe – but don’t abandon it.
Shrink the task. Stop inflating the effort. Break it down into the smallest first step.
Outsource if needed. If your clients are worth thousands, isn’t it worth paying someone a fraction of that to make sure your content gets produced?
The Outsourcing Option
This last point is worth digging into.
Let’s say one client is worth £5,000 to you. If a piece of content could realistically bring in one client, then paying £500 to have it produced isn’t a cost. It’s an investment.
Many of us get stuck thinking we have to do it all ourselves. But outsourcing content doesn’t mean losing control. It means making sure your ideas see the light of day instead of gathering dust in a notebook.
And honestly? That’s often the difference between businesses people know and businesses people forget.
The Final Reflection
So, back to the question: Should I create the content?
Here’s where I’ve landed. Content won’t always feel urgent. It won’t always bring instant results. It won’t always fit neatly into an already-packed calendar.
But if the choice is between creating something imperfect that might spark opportunity, or letting another idea wither away unseen – I’ll choose creation every time.
Because in the long run, content isn’t about today’s revenue. It’s about building a future pipeline, shaping perception, and creating conversations that might never have happened otherwise.
And when you put it like that, the real question isn’t should I create the content?
It’s: can I afford not to?
Whether you have video content lying around from webinars, keynotes, podcasts… or you’re producing your own podcast episodes or videos… we can support with efficient and effective repurposing, to make sure you extract every moment of the amazing value you share, can be shared with your audience.
Attract premium clients with consistent, effective, content that builds trust and authority.
Reach out to [email protected] for a chat on how we can support you!
