Hey friend!

If you've been creating content for any length of time, you know writing blogs, recording podcasts, and shooting videos that stand out and genuinely connect with your audience is no simple task.

But the biggest hurdles aren’t about finding your next big win.

Often, they're about sidestepping common pitfalls that silently sabotage your success.

In this post, I’m pulling back the curtain on 5 critical bad habits that could be limiting your content's potential (and how to pick a new habit to replace it).

From overestimating our understanding of our audience to the allure of chasing every new trend, I'll guide you through these common traps and offer actionable strategies to overcome them.

Bad Habit #1: Assuming we know what customers want

It's easy to fall into the trap of believing we're mind readers, assuming we know our customers' deepest desires without asking.

But that’s lazy marketing.

And it’s the marketing equivalent of running through a maze blindfolded.

The solution? Take off the blindfold.

Engage with your audience, solicit feedback, and embrace the humility of not knowing. It's your best tool for discovery.

New habit to replace it: Set up a monthly recurring call with your customers.

Bad Habit #2: Going BIG with no validation

Every marketer dreams of launching the next big campaign that breaks the internet.

But here's a hard pill to swallow: not every idea deserves that type of investment.

Start small, test, learn, and iterate.

New habit to replace it: Before you spend a ton of time on a new idea, seed the idea with your audience in a smaller content type like an email or social media post.

Bad Habit #3: Blindly creating more and more

It's a misconception that more content equals more engagement.

Creating content non-stop leads to burnout and diluted quality. Quality beats quantity every time.

So how can you create less and still consistently get in front of your audience?

Repurpose and remix your content.

Instead of churning out content for the sake of it, concentrate on producing content that adds real value to your audience.

And then update, expand, and remix that already solid content across new channels and formats.

New habit to replace it: Repurpose your content for your top two distribution channels before moving onto the next piece.

Bad Habit #4: Faking it till we make it

In content marketing, authenticity wins.

And your audience can sniff out insincerity from the jump.

Instead of pretending to have all the answers, embrace your SMEs, customers, and your own learnings.

It’s okay to admit that you’re not the expert.

But you have to be willing to tap into people who are.

New habit to replace it: Leverage your internal experts and customers into your content.

Bad Habit #5: Hopping at every shiny object

It's tempting to jump on every bandwagon. I struggle with it all the time in my own business and content.

There’s a real fear of missing out.

But not every shiny object deserves your attention.

Be selective, focus on what drives results, and leave everything else behind.

New habit to replace it: Ruthlessly eliminate the tasks that aren't moving the needle for you or your business.

Revamping your content isn’t about reinventing the wheel.

It's about understanding the common mistakes that hold you back, and then creating new habits to replace them.

Have a great week! 👊

Justin

Here are 3 ways I can help you...

1. An Introduction to Content Distribution: Watch my free 20-minute workshop to learn the simple step-by-step process to get more out of all your content and become the most effective content marker in your industry.

2. Content Repurposing Roadmap: This is my flagship course. Build a custom content distribution plan in less than 60 minutes.

3. Content Repurposing Masterclass: My next cohort is kicking off soon! We'll have live calls, community discussions, support, and more. Sign up for the waitlist to get early bird pricing!