A Polite Reality Check for the Content Market

Your crash course in seeking reasonable, sustainable results from content in the modern digital age.

Emily Sinclair Montague
The Startup
Published in
14 min readNov 21, 2020

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Are there any words simultaneously as promising and as vague as Content Strategy? For all that’s been written on this topic, most business owners and executives find themselves uncertain about the specifics of what content strategy is, what it can do, and why it is touted as being such a vital investment for them to make.

There are so many myths about the “power of content” these days, it’s difficult to navigate the topic at all. Many businesses have been burned by their expectations vs. the reality of content investments they’ve already made, further muddying the waters and turning many professionals off when it comes to spending time or money on creating, disseminating, and profiting from a content strategy.

The fact of the matter is that content is a very reliable way to increase an organization’s reach and profit. It is an almost unavoidable investment if one wishes to be a viable business at this point. It is also a fact that — perhaps ironically — there is so much content about content that you are likely to run into as many fallacies as truths when you delve into the subject.

What’s the reality of content these days? How do you make it work for your business and brand? After several years in the growing content strategy industry, I’ve come across some basic truths that all professionals need to know if they want to make content work for them.

Here’s your friendly reality check — consider it a crash course in how to invest in content, why you should, and what to expect from your content strategy once you do.

Content Reality Check #1: You Can’t “Just” Pay Someone To Do It For You

If you’ve ever posted a content project on Upwork or ProBlogger, you probably know what I mean when I say that there are too many so-called “content creators” looking for work these days. Any company that wants content written or…

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Emily Sinclair Montague
The Startup

Author & Full-Time Writer. Embracing life’s chaos one word at a time. Get in touch at emsinclair@wordsofafeather.net (or don’t, but I love the attention)!