Content Creation vs Content Strategy: Why Finishing Matters More Than Starting

I knit. Socks, scarves and even big projects like pullovers and blankets.

I love knitting.

The problem?

I don’t like the finishing touches that come with it: sewing the pieces together, suturing the loose threats and even adding collars or buttons.

So, I end up with hundreds of almost finished beautiful pieces. Finishing them up does not get easier - in fact, it gets harder with time because I cannot remember how many stitches I need, how I intended the pieces to fit together or even notice, I would have needed another ball of wool but once I get back to finishing the piece it is all sold out.

I am also a fan of good, expensive wool. So the knitting is not a cheap hobby.

And here comes the parallel to content creation: I love creating content. What I don’t like is the annoying finishing touches: creating landing pages, images, and social media posts about the content. Marketing the content - because selling myself and my content feels cringe.

I invest a significant amount of time into content creation - then I get distracted, have to work on something else, create a different piece of content, learn more, and think I might want to add some information to the content.

I end up with an indefinite number of content pieces sitting on my laptop. Some only as a raw draft, some half finished, some even finished, but without the needed landing page and texts to put it out in the open.

This behavior is hurting my business - and it is wasting my time. Part of my life goes into creating stuff that I never use.

Kind of stupid. I could spend that time out, hiking up some mountains.

It feels a lot more productive and satisfying to spend less time on getting more things done - and not finishing content does not feel like getting things done.

I noticed a clear difference between creating out of random ideas and creating with a clear vision of how the content I am creating will fit into my content business and how I will use it to contribute to making a living from my content.

It is the same with knitting: if I have a clear vision of how the final piece will look - and a strong longing to own the finished piece, I am far more likely to finish it.

So here is what helps me to stick to one piece of content until it is finished.

#1 Ask yourself these questions before you create:

·        How is the finished piece going to look?

·        How will it help your audience?

·        How will it help your business?

#2 What does it take to finish this content - ready to use?

·        Do you need additional things like images, landing pages, external help (for instance, for interviews, blogger roundups, podcasts, or technical setups), and how will you get them?

·        Do you know enough about this topic, or do you need more knowledge to create an outstanding piece of content?

#3 What will your audience think about this?

·        Do you solve a problem they have?

·        Does your content give them a reason to care, or is it just interesting to you?

#4 Consider the content formats

·        Does the content format fit your usual channels, or how will you use it?

·        Does your audience ‘like’ this content format? Do they expect this format from you?

There is nothing wrong with trying new content angles or content formats. But you need a clear idea of how to make this new content fit into your overall content strategy - or you will waste countless hours on creating awesome content that does not perform.

Don’t create content because you like creating it if you want the content to land strongly. Create content because the content helps your content goals, and have a clear idea of how this will work out.

For my knitting, it means, don’t start knitting because the wool is so nice, but with a clear finished piece in mind: How will it look, and who will wear/use it, how will I finish it?

The questions above work well when you are starting fresh. But if you already have a content system that isn't performing the problem is usually something you can't see from the inside.

Here is what my experience tells me:

·        You are creating consistently.

·        You understand strategy.

·        You are doing everything "right" - and more.

·        But your content isn't converting the way it should.

The problem is not that you don’t create enough or don’t know enough. The problem is the overwhelm that comes with all the content and the different aspects that need to come together that block you from seeing what is actually broken.

I'm opening 3 Content System Audit spots.

Here is how it works:

You send me your content ecosystem: your recent posts, your lead magnet, your email sequence, your sales page - and results if you have them (analytics, conversions, email opens).

I audit the entire system. Not surface-level "this headline could be better." I look at the complete system and perform a deep strategic diagnosis: where the disconnects are, why your positioning isn't landing, what's causing the conversion breakdown.

Then in a 2-hour strategy session, I walk you through:

·        What is broken and where (the specific gaps in your content system)

·        Why it is not working (the strategic misalignment you can't see)

·        What to fix first (and why that fix creates the biggest shift)

·        Exactly how to implement it (with specific examples from your content)

You will also get a 30-minute follow-up call 30 days later to troubleshoot implementation.

This is for you if:

·        You have an established business

·        You have been creating content consistently but it is not converting as you think it should

·        You know something is off but can't diagnose it yourself

·        You are tired of wasting time creating more content and burning out. You are ready to invest in fixing it once - for your sanity and your freedom.

Investment:

The full price is $2,500.

I am offering Founding Client pricing for the first 3: $1,250 (50% off the full $2,500).

In exchange, I will ask for detailed feedback on the process and a testimonial if you find it valuable.

If this sounds like you, send me an email.

I will send you a few questions to make sure we are a good fit, and if we are, we will get you scheduled.

Happy weekend - I will spend it knitting some socks, a friend gave me the wool for my birthday and you can never have too many woolen comfy socks!

Susanna