From Google Ads to email marketing, SEO and content marketing, it’s no wonder we’re all so confused when trying to market our business. And don’t even get me started on social media: Twitter, Facebook, Instagram, LinkedIn, TikTok, reels, stories, posts, videos, blogs, articles, case studies… phew! The list is absolutely dizzying and the functionality on these platforms constantly shifting.

As business owners it’s easy to get caught up in looking at the followers of online influencers and thinking “I really want that level of visibility for my business“ but, when presented with this many channels to broadcast on, it’s no wonder the online world is confusing.

Content marketing works but where to start?

The list of social media channels and ways to broadcast online is literally overwhelming, it’s no wonder many of us are left confused and not sure what to do. There is no question that content marketing works. There is a whole raft of data out there that shows its power and people that have built entire businesses online. The problem is you look at somebody’s website or their email footer and you see all the symbols for all the best known social media channels and you believe you need to broadcast on all of them.


This is perhaps the biggest reason why the online world is so confusing, you worry and business that if you don’t do all of it that you’re missing out on something. Many of us will be familiar with a particular social media platform but not as au fait with others.

Because you’re worried about missing out on sales there is a tendency to think you should do all the platforms all at once. It is in fact much better to start broadcasting on the one platform you believe your audience hangs out on and the one you are most comfortable.

That way you can grow in confidence and see which articles, posts and videos your audience engages with and start gathering some metrics from those posts.

Plan for three months and look at the data, which content resonated? When you have this information, you can rinse and repeat increasing more of the content that spoke to your ideal clients and decrease the content that didn’t land.

Doing content marketing yourself

Online world is particularly scary and confusing if you’ve made the decision that you want to have a handle on everything you put out. I’ve said it before, and it warrants saying it again: you don’t cut your own hair and you don’t do your own accounts so why are you trying to do your own online content marketing? The reality is usually rooted in fear:

Someone from the outside won’t broadcast the right message, it’s my business name brand all over it, what if it’s wrong or offensive?

The bottom line is however if you are in a business and running it effectively, you simply should not have time to do your own online marketing. Lots of companies have testimonials, reviews and recommendations from the clients that show how good they are at online content marketing. Let them deal with the confusion, let them tell you where they think your effort should be focused first. If they are professional and you’ve had an initial call or conversation where they’ve understood your brand, your messaging and your target audience then beyond that the only input you should have is to cast your eye over either your blog, article or case studies titles for the month and a quick scan of your social media plan.

Why the online world is confusing and what to do

With the vastness of the online world and worrying that you need to do something, the sheer scale of possibilities often causes us to stay stuck and do nothing. Start in the one place where your sale journey should take place: your website. Most people search for products and services in search engines not on social media and if your website isn’t optimised and continually adding content, it will not rank. Adding content to your website will give you something to share to your socials and drive traffic back to your website where your potential customers can begin their sales journey. If you aren’t comfortable on all social media platforms choose the one that you are comfortable on and where you believe your target audience hangs out.

Published On: May 12th, 2022 / Categories: Content Marketing, Digital Marketing /

About the Author: Joe James

Joe has been working in the world of online marketing for 15 years, he has a large amount of experience in SEO, social media, paid search and content marketing.