Why Most Local Businesses Struggle With Content (And What To Do About It)

I have 3 kids, my oldest is 5 years old. He’s a very bright kid who loves minecraft and digging “mines” outside in the dirt (not my favorite thing but I’ll let it slide). The other day he was on his way to feed our pets when I hear an unusual amount of struggling coming from the front door. After a minute or two I poked my head around the corner to find him going toe to toe with the front door unable to get it open. The problem?

He was pushing instead of pulling.

I always say you can work really hard in the wrong direction and get nowhere, and that’s where most business owners find themselves when doing content marketing.

“Content doesn’t work.”
“You just need to post every day.”
“Make a viral video and your business will blow up.”

None of these are true, but I’ve heard them all before. Yet I see business that consistently succeed in getting engagement online, customers interest and intent, all because of what they produce online.

So let’s discuss a few things that can help us better understand why so many business owners struggle with it, and how to be better at it.

The Time vs. ROI Trap

You spend hours making a post, writing a caption, maybe even filming a reel. It gets 142 views and one like from your cousin. And you think, “Why am I even doing this?”

You make another post, 203 views, and this time your grandma comments on tells you how big you’ve gotten, you’re now giving up all hope.

Totally fair. But here’s the thing — most of the time, it’s not that content doesn’t work. It’s that the content isn’t doing what it’s supposed to. It’s not part of a strategy. It’s not consistent. And it’s not telling your story in a way people care about.

“Online content doesn’t work” = “Making bad content for a few days doesn’t work”

A common reason local businesses stop creating content is because they don’t see results right away. But in most cases, the problem isn’t that content doesn’t work—it’s that the content being posted isn’t effective, and it’s abandoned before it ever had a chance to gain traction.

Throwing up a few off-brand or low-effort posts over a short period won’t move the needle. What does work is showing up consistently with valuable content that actually speaks to your audience. Results take time, and most businesses quit long before the payoff.

The 3-Part Fix: Strategy, System, Story

Strategy is your plan. Who are you talking to? What do you want them to do? Why should they care?

System is your process. How are you going to create and post consistently without burning out? Are you going to follow a content calendar?

Story is your voice. What makes your business different? Why should someone choose you over the other guy?

When you get those three working together — content stops being random, and starts being a tool.

Action Steps to Start Strong

1. Get clear on your goal — Are you trying to get more customers? Build trust? Get referrals? Grow a newsletter? World domination?

2. Pick one platform — Don’t try to be everywhere. Just show up consistently where your people are.

3. Start telling your story — Share behind-the-scenes, your process, your why. That’s what builds connection.

You don’t need a film crew or a marketing degree. You just need a system that works for you — and a willingness to show up.

Next week, I’ll break down what makes content work and how to understand engagement, reach, and trust. But for now: start small, start real, and start telling your story.