Why my content marketing courses focus on doing the work

“You’re giving people broccoli 🥦 when what they want is chocolate🍫.” That feedback knocked my confidence when I first heard it. Who doesn’t want chocolate? An easy sell. Delicious big bars of cocoa beans, fat and sugar that you can sell in an infinite variety of shapes and flavours and mix with nuts and sprinkles.

Was I on the wrong track? 

Then I thought more about the chocolate and broccoli analogy. Most of us like chocolate (unless you’re diabetic or allergic). It gives us an immediate hit of dopamine. But it doesn’t fill you up. If you eat too much in one go it makes you feel sick. And if you eat too much over time, your health takes a nose dive. 

Broccoli on the other hand has lots of benefits. It contains vitamins A, C, K and B9 so it keeps your skin and bones healthy, helps heal wounds, and protects you from scurvy. You can eat plenty of it without harming your waistline. And you can get different varieties, use it to make a host of recipes, and eat it with dips and sauces. 

A head of broccoli being held in someone's cupped hands.
Photo by Louis Hansel on Unsplash

What has broccoli got to do with content marketing?

There’s plenty of content marketing chocolate that talks about tactics. We love soaking up information. We get that dopamine hit of investing in ourselves. We collect free lead magnets on everything from headline tips to email marketing. 

But are you implementing what you are learning?

Are you writing for your business, whether that’s posting on LinkedIn, writing emails, or creating graphics for Pinterest?

Do those questions make you feel a bit uncomfortable?

I’m not having a go at you. I want you to succeed in your business goals. That means eating your broccoli. It’s not as easy to consume as the chocolate but the effect is much more positive.

When you put the work in, you get results

You’re signing up to programmes or working with a mentor because you want to achieve something and you recognise that you can’t do that on your own. 


But to get the most out of that experience, you need to put the work in. 


And the more you do, the more you benefit. You get sharper. You learn what works for you. You also learn what doesn’t work for you, which is just as useful. You only have 24 hours in a day and 7 days in a week. I assume you don’t want to spend more of those working than you need to, so where you spend your time matters. 

A woman working at a laptop.

6 benefits of content marketing courses that focus on getting you to do the work

  1. If you don’t tell people about who you are and how you can help them, they won’t know. 
  2. Writing is a skill. I have been writing most days for 25 years now. Some of that’s gone on front pages of newspapers, some has been sales pages, some has been blog posts, some is emails. Other things I write sit on my computer unfinished or in notebooks. My writing improves the more I practice. Yours will too.
  3. Content marketing is like interest, it compounds. One or two blog posts or videos are not going to get you very far, no matter how good they are. But build a Business Resource Library and you will get a constant supply of traffic to your website. Use it effectively, and that will lead to sales.
  4. Like your writing, creating content enables you to develop your ideas. You get to see what topics you enjoy writing about and which ones you want to delve into deeper. That could lead to keynote speeches. It could lead to a book. It all starts with writing content.
  5. Your content gives you material you can use for emails and on social media so you’re not having to come up with more content. Take your article or video or podcast episode and chop it into smaller pieces of content. You’re saving your future self time.
  6. You’ll feel proud of yourself. Every time you create a blog post or record a video, that’s a win. 

If you want to get known for your expertise, if you want to attract more opportunities, then you need to start sharing your work and ideas.

Cheerleading, accountability, and theory

When you work with me we:

  • Tailor everything to your business. I take time to get to know you and we plan what to focus on writing together. No cookie cutter solutions here.
  • Test things out. If an approach doesn’t work for you, then we can change it.
  • Are realistic about what’s going on in your life. Many people have good intentions and then get disappointed when they don’t achieve what they thought they could. We set goals which are achievable and help you progress.

You get:

  • A clear plan so you know what to focus on.
  • Guidance on how to improve your writing.
  • Help with SEO.
  • To ask questions and make use of my 25 years of knowledge including writing techniques and how to engage your reader.
  • A cheerleader. I am rooting for you. 
  • A sounding board. Running a business can be lonely. I’m here to listen, in confidence, and will sense check your ideas. Writing not gone to plan this month? Ok. Let’s set you up for the next one. 
  • Your ideas out of your head.
  • Deadlines to do the work.
  • The confidence to publish your articles.

If you're ready to do the work, here's how I can help you

Kickstart Your Business Resource Library and write 6 blog posts in 90 days with feedback from me. You get step by step guides to write your articles, a group coaching call each month, and will use your articles to create smaller posts you can use on social media.

Alternatively, I offer strategic content planning support. We’ll work together 1:1 over a year to build a Business Resource Library that draws on your projects, interviews, and research. Message me for details.

Picture of Rachel Extance

Rachel Extance

Award-winning journalist and blogger. I help service-based business owners communicate who they are, what they do, and why. If you struggle to talk about yourself on your website or your content marketing, get in touch with me.

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Content Disclaimer

The information contained above is provided for information purposes only. The contents of this article are not intended to amount to advice and you should not rely on any of the contents of this article. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article. The Story Cave Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article.