I’m struggling with writing because of content marketing

I’m a digital strategist and my job is to guide brands on how to best use digital channels to grow. The trouble is that my job is interfering with my need to write and I’ve pinned it down to the emergence of content marketing.

Content marketing annoys me. It annoys me because nobody (at least among the people I’ve read, talked to and worked with) can agree what it is and there is also very little consensus on who you should go to for knowledge. I used to check on the Content Marketing Institute now and then and even used a combination of their KPI framework with a bit of Avinash magic to ensure we evaluate content performance properly. But recent clickbait-y behavior from them has made be dubious.

The trouble with content is that, because we refuse to be strict on our definition of what it is, it’s anything. And it also, seemingly, does everything. You can build brand, grow sales, grow advocacy, etc. It’s everywhere in the marketing funnel, which means anything I write is also content and needs to do something.

But I sometimes just want to write.

Now, I guide clients on how to best use content marketing so I have guidelines and rules and best practices which makes me feel I should be applying the same to me: what are my goals? why am I writing? what’s the MPI and SPI of this piece?

But sometimes I just want to write.

So having identified anything I write as content and having agreed that content needs to have a specific purpose in the marketing of what I am and do, I am lost. I cannot write. I’ve relinquished my blog and my Medium because the pressure of putting goals and KPIs on everything I put down is too much.

Has anyone felt like this and how did you get over it?

I kindof like writing. I don’t want to stop doing it.

Digital Strategist. The Internet will save the world (pending verification). Views expressed here are my own/should not be construed as coming from my employer.

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