It’s a question many entrepreneurs quietly ask themselves, especially when they’re staring down a blank page or checking their analytics: Is my content marketing a waste of time?
We get it. Content creation can feel like shouting into a void. You pour hours into a blog post, podcast episode, or social caption – only to be met with a few likes, a handful of opens, and silence.
And in a world where “viral” often feels like the only measure of success, it’s tempting to wonder if all that effort is just a waste.
But here’s the thing: when done with clarity, purpose, and consistency, content marketing becomes one of the most valuable investments you can make in your personal brand.
The Long Game of Content Marketing
One of the biggest misconceptions about content marketing is that it should produce instant results. Hit publish, get traffic. Post a Reel, gain followers. Write a newsletter, book a client.
While those wins do happen, they’re often the exception – not the rule.
Content marketing is a long game. It’s about building a body of work that speaks for you even when you’re not in the room. It’s a relationship-building strategy, not a sales gimmick. And just like relationships in real life, trust takes time.
Let’s look at a real-life example. Before she became a household name, Brené Brown was a research professor at the University of Houston, quietly studying vulnerability, shame, and courage. She spent years publishing academic papers, writing blog posts, and speaking at relatively small conferences. For a long time, her work felt like it was flying under the radar – respected in scholarly circles but far from mainstream.
Then in 2010, she gave a TEDx talk on vulnerability in Houston. At the time, she had no idea the talk would gain traction. But it did, wildly so. It was shared again and again, eventually going viral and becoming one of the most viewed TED Talks of all time.
That explosion didn’t come from nowhere. Brené’s years of thoughtful writing, blogging, and research gave her the clarity, voice, and credibility to make that moment count. People didn’t just resonate with the talk because it was good; they trusted her because they could feel and see the depth of her work.
Even though academic papers and blog posts are a different medium than today’s Instagram Reels and podcasts, they’re built on the same core idea: consistent, thoughtful content creates visibility, credibility, and connection that compounds over time.
Content Is Proof of Presence
In today’s digital world, showing up matters. When people discover your brand, whether through a Google search, referral, or social media, one of the first things they do is check your content.
Your content is your handshake. Your first impression. Your proof of presence.
Imagine landing on a website and seeing the last blog post was from 2019. Or visiting an Instagram profile where the captions are inconsistent or generic. What does that tell you about the brand? Probably that they’re not active, not invested, or unclear about their message.
Now contrast that with a site that has a fresh, engaging blog post. An email opt-in with a welcome sequence that feels personal. A few podcast episodes that dive deep into topics their audience actually cares about.
Which one are you more likely to trust?
This doesn’t mean you have to be on every platform, every day. It means choosing your content channels wisely and showing up with intention. A monthly blog, a weekly email, or a podcast episode every other week – these are all powerful when done with consistency and heart.
How Content Creation Brings Your Message Into Focus
One of the less-talked-about benefits of content marketing is how much it sharpens your own message. You can’t write about what you do again and again without getting clearer on how you do it and why it matters.
Content forces you to get specific. It invites you to think about your audience, their challenges, and how you can help. And over time, it shapes a brand voice that is unmistakably yours.
At brandiD, we guide our clients through our SOULiD framework to help them find this clarity before they ever sit down to write a blog post or record a video. Because when you know who you are, what you offer, and why it matters, your content becomes less about “marketing” and more about messaging.
And messaging, when done well, isn’t pushy or performative – it’s connective.
People Buy from People
The rise of AI-generated everything has made one thing more clear than ever: people crave realness.
They want to know who they’re buying from. They want to hear your voice, understand your perspective, and feel your presence. They want to relate to you before they invest in you.
Sure, content allows you to show what you sell, but it also gives insight into who you are. That doesn’t mean you have to bare your soul in every post. But it does mean that when your content reflects your values, your voice, and your point of view, you become more than a brand. You become a guide, a resource, a trusted voice in your audience’s world.
Think about it, who comes to mind when you consider someone you trust online? A CEO, a podcaster, or an Instagram creator whose content you seek out when you need guidance?
Ask yourself: What is it about their presence that earns my trust?
In the end, content creation isn’t just about sharing, it’s about clarifying, connecting, and building relationships that last.
What If You Don’t Have Time?
It’s true, time is a real constraint. But content doesn’t have to consume your calendar.
Repurpose. Reuse. Streamline. Start small.
One blog post can become four LinkedIn posts, two Instagram captions, a podcast outline, and a segment in your newsletter. A short video can be transcribed into a written post. An audio snippet can be used for social proof.
You don’t need more content. You need more clarity around what content matters and how to make it work harder for you.
That’s where having a brand strategy, like our SOULiD process, makes all the difference. It helps you create content that’s not just consistent, but cohesive. So even if you’re only publishing once or twice a month, it’s intentional. It aligns with your goals. And it speaks directly to the people you want to reach.
So, Is Content Marketing a Waste of Time?
Only if you treat it like a checkbox.
But when you treat it like an authentic conversation, an extension of your voice, your values, and your brand, it transforms into one of the most impactful tools in your business.
Content marketing isn’t just about getting noticed – it’s about being known. It’s not merely about publishing, it’s about connecting. It’s a trust-building strategy that continues to work long after you hit “send” or “publish.”
If your content hasn’t been working the way you want it to, it might not mean content marketing doesn’t work. It might mean your content hasn’t found its soul yet.
And if you’re ready to create content that doesn’t just fill space, but creates connection, brandiD is here to help.
We believe your content should reflect more than what you do. It should reflect who you are.
Want to learn how consistent, authentic content can build trust and credibility? Listen to The Business of You Episode 202 — “Establishing Authority Through Your Content” with Rhea Wessel
About The Author
Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.
Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.
And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.