I’ve spent the better part of a decade helping clients create content that resonates deeply with their audiences. Along the way, I’ve discovered a few key beliefs that have shaped my approach to content creation—beliefs that go against the grain of what the online marketing world often tells us to do. 

So in true form, I want to pull back the curtain and share three things I don’t subscribe to, and honestly never really have, and why they matter for your content strategy. Because at the end of the day, I want you to be set up for sustainable success. 

And hey, if you’ve been feeling overwhelmed, uninspired, or like you’re shouting into the void when it comes to your content—know this: you’re not alone. Perhaps changing how you view these three beliefs is the permission you need to simply do it your way. 

1. Jumping On Every Trend

Confession: I hardly jump on any trends. And you know what? I don’t feel like I’m missing out. In fact, I believe deeply in creating timeless over trendy content—and there’s a good reason for that.

Trendy content might give you a quick dopamine hit of likes and comments, but it’s like building a house on sand: fleeting and unstable. When you focus on timeliness instead of trendiness, you’re creating something with longevity—a piece of content that stays relevant and useful to your audience long after the hashtag has faded into obscurity.

Why This Matters For Your Content

According to a 2023 study by the Content Marketing Institute, 70% of marketers say that evergreen content drives more consistent traffic and engagement over time compared to trend-based posts. I was literally on Pinterest today and clicked to read a blog that was written in 2021. And I liked it.

Not only does evergreen content perform better in the long run, but it also establishes you as an expert with a solid point of view—not someone scrambling to chase the latest fad.

How To Shift Your Mindset

• Ask yourself: “Will this still be relevant six months or a year from now?”
• Focus on creating pillar content—core pieces that showcase your expertise and can be repurposed across platforms.
• Remember, trends come and go, but your audience will always need the value and expertise only you can offer.

By letting go of having to do the latest trend, you’ll not only save yourself time and energy but also create a body of work you can be proud of for years to come.

2. Being Everywhere

Raise your hand if you’ve ever felt like you should be posting on Instagram, LinkedIn, TikTok, Pinterest, YouTube, Facebook and every other platform under the sun. Yeah, me too. But here’s the thing: you don’t have to be everywhere to be effective.

Instead of spreading yourself too thin, I believe in picking one or two platforms that make the most sense for your business and going all in. When you focus your energy, you can create better content, foster deeper connections, and actually enjoy the process.

Why This Matters For Your Content

A study by HubSpot found that businesses that focus their efforts on one to two platforms see a 65% higher engagement rate than those trying to manage five or more. Why? Because they’re not just posting for the sake of posting—they’re showing up with intention and building relationships.

The Problem With “Being Everywhere”

When you try to be on every platform, your content inevitably becomes watered down. Instead of creating thoughtful, impactful posts, you’re scrambling to meet the demands of multiple algorithms, all while burning yourself out in the process.

How To Choose Your Platforms

• Know your audience: Where are they hanging out? If your ideal client loves scrolling Pinterest for inspiration, focus there.
• Know your strengths: If you’re amazing on video, lean into YouTube or Instagram Reels. If writing is your superpower, prioritize LinkedIn or blogging.
• Track your results: Analytics will show you where your efforts are paying off—and where they’re not.

By focusing on fewer platforms, you can show up consistently, engage authentically, and create content that actually moves the needle for your business.

>>> Pssst. If you want to know some strategies that still work on Instagram today, you’ll want to check out this blog.

3. Leading With Big Results That Took Years to Achieve

We’ve all seen the posts: “I made $100,000 in one month!” or “Here’s how I scaled to a million dollars in 90 days!” While these results might be true for some, they rarely tell the whole story.

What those posts often leave out is the years of effort, trial and error, the financial investment and hard work it took to get there. And honestly? That lack of transparency doesn’t sit well with me.

Why This Matters For Your Content

When you lead with big results without context, it can create unrealistic expectations for your audience. In fact, a recent report by Edelman found that 62% of consumers trust brands less when their messaging feels exaggerated or misleading.

On the flip side, sharing the real journey—the wins, the struggles…you know the messy middle, and the time it took to achieve those results—builds trust and credibility. It shows your audience that success isn’t an overnight phenomenon; it’s a process.

Celebrating All Wins—Big and Small

Here’s what I believe: Every win matters, whether it’s landing your first client or hitting a six-figure month. By celebrating the small victories and being transparent about the effort behind the big ones, you’re giving your audience a realistic and empowering roadmap to success.

How To Share Results Authentically

• Be transparent: Share the timeline, the challenges, and the lessons learned along the way.
• Celebrate progress: Show your audience that success isn’t just about the destination—it’s about the journey.
• Lead with honesty: Instead of promising your clients the moon, focus on the value you can genuinely deliver.

Let’s Do This Together

If you’ve ever felt like you’re failing because you’re not jumping on every trend, posting on every platform, or touting million-dollar results—take a deep breath. You’re not alone. Building a business and creating content is hard work, and there’s no one-size-fits-all formula for success.

The good news? You don’t have to do it alone. To help you get started, I’ve created a 30-Day Done-for-You Content Roadmap that can be applied to any industry. 

It’s designed to take the overwhelm out of content creation and give you a clear, actionable plan to show up for your audience with confidence.

>>> Grab Your 30-Day DFY Content Roadmap

Let’s commit to doing content creation differently—together. Because when we focus on what truly matters, we create not just content, but connection. And that, my friend, is timeless.