Read this if you’re DIY-ing your content strategy right now
Here’s something I probably shouldn’t say as a content strategist for hire: you might not need a full content strategy. Not right away, anyway.
If you’re a solo founder, a team of one, or running a small business in its early stages, and you genuinely have the time and the motivation to create your own content, I’ll admit it, you might be better off funnelling your budget into product development, sales, or operations for a while. I’m not here to convince you otherwise — in fact, I think that’s often the smart move.
But. (There’s always a but.)
What you do need is a steer. A sense check. Some insight from someone who lives and breathes content strategy, so you can be sure you’re heading in the right direction — before you invest too much time, energy, or confidence in something that’s not quite landing.
Because here’s the truth: you can DIY your content strategy. Loads of people are doing it. But if you’re not a marketer, how do you know it’s actually working?
Below are some of the most common pitfalls I see from brilliant founders and business owners who’ve gone it alone with their content — and how a little expert input can go a long way in fixing them.
1. You’re guessing what your audience wants
You know your product or service better than anyone. You know what part of your business you want your audience to engage with. But that doesn’t necessarily mean you know what they’ll find interesting.
The most compelling parts of your brand or business are rarely the most “salesy” parts — and if that’s where your content keeps pointing, people are going to lose interest. There’s a subtle but crucial difference between marketing what you care about vs. what your audience cares about. And balancing the two takes experience and — quite often — a pair of fresh eyes to be objective.
2. You’re too specialised/educated in your content
I see this all the time. Founders with incredibly technical, deep knowledge of their niche — but a total blind spot when it comes to explaining it clearly and compellingly to someone who isn’t an expert in that world.
You’re probably writing at the level you understand. But your audience might need a few steps back. Or a better, more engaging, hook. Or someone to translate your knowledge into content that meets them where they are. That’s what a professional content writer does. They take niche, complex content and turn it into a story that people want to hear.
3. You’re basing everything on vibes
You’ve picked a few platforms. You’re posting what feels right. You’ve set your cadence based on how much time you’ve got. You’ve probably done your research, too.
And hey — I respect that. That’s how most of us start.
But here’s the tough love bit: you wouldn’t DIY your own software and expect it to work first time. You wouldn’t write your own legal contracts and hope they hold up. So why put your entire brand’s outward presence in the hands of guesswork?
Unless you’ve built content strategies before, it’s very likely you’re over-indexing on what’s familiar — not what actually works. Whereas content marketers spend every day honing their skills, gaining vital experience, understanding what works and what doesn’t work — that’s how they know what works.
4. You’re trying to do everything
A blog. A newsletter. Instagram. LinkedIn. A podcast. Maybe even a TikTok account.
And suddenly you’re burnt out, spending hours on content — but not seeing any real engagement or traction from any of it.
An expert strategist doesn’t just help you “do more content.” They help you do the right content — on the right platforms, with the right message, at the right frequency. So you can focus on what works, not everything at once.
5. You’re emulating what works for others
You’ve seen what works for your peers or competitors. So, you start replicating it.
Problem is, they’re not you. They might be years ahead, with a whole team behind the scenes. Or they might be coasting off a personal brand that’s nothing like yours. Standing out means making intentional decisions about your content — not blending in.
6. You’re tracking the wrong metrics
This one is potentially one of the most common pitfalls when it comes to DIY content. It’ll always make me wince just a little bit. I’ve seen great businesses chasing likes and comments, when what they really needed was better site conversion, more email sign-ups, or a stronger thought leadership presence.
The right KPIs depend entirely on your business goals — and they’re rarely as simple as follower count, number of likes, or other vanity metrics. A good strategist can help you identify what actually matters, and how to measure it.
The Verdict: You don’t need to go all in — you just need a steer
All of this is very preachy of me, I know. But ultimately, you’re always going to be better off in the hands of a professional.
That being said, if you don’t have the budget or capacity for a full-blown content strategy right now, I get it. You have to work with what you’ve got. And it’s entirely possible to DIY yourself a decent strategy.
But if you want to avoid those common pitfalls, make sure your content isn’t sending mixed signals, and save yourself a lot of wasted time in the process — book in an hour with someone who knows how to fix it.
I’m launching a 60-Minute Strategy Call service. A low-cost, high-value way to help you make confident decisions about your content, without the commitment (or cost) of a full strategy.
It’s one hour of targeted, personalised advice — tailored to your business, your audience, and your goals.