One of the most common things I hear from business owners is this: “I know I should be creating content, but I don’t have the time.”
That frustration came up during my conversation with Eric Hersey on The Beyond Impact Podcast, and it is something he has seen again and again working with local businesses through Strong Minded Agency.
The problem is not effort. It is approach.
Most business owners think content requires constant creation. New posts. New videos. New ideas every week.
In reality, effective content comes from creating once and repurposing intentionally.
Why Content Feels Overwhelming
Content feels overwhelming because it is often treated as an endless task instead of a system.
Business owners scroll social media and see constant output. Daily posts. Reels. Stories. Long videos. Short videos.
It creates the illusion that success requires nonstop production.
Eric explained that this mindset leads to burnout before results ever show up. People start strong, fall behind, and then stop entirely.
The issue is not consistency. It is sustainability.
The Power of Pillar Content
Pillar content is the foundation of a sustainable strategy.
Instead of creating dozens of disconnected pieces, you start with one strong, valuable asset. A blog. A video. A podcast. Something that answers real questions your audience already has.
That single piece becomes the source for everything else.
Eric uses blogs as the starting point because they do several things at once:
- They support Google visibility
- They establish authority
- They give structure to future content
Once the pillar exists, repurposing becomes easy.
How Repurposing Actually Works
Repurposing is not copying and pasting the same thing everywhere.
It is translating the core idea into different formats for different platforms.
For example:
- A blog becomes multiple social posts
- A paragraph becomes an email
- A key insight becomes a short video
- A question becomes a headline
You are not creating more. You are extending the life of what you already created.
Eric emphasized that repetition is not laziness. It is clarity.
Most people do not see your content the first time anyway.
Why Blogs Are Still the Best Starting Point
Despite trends, blogs remain one of the most effective tools for local businesses.
They give you ownership. Social platforms change. Algorithms shift. Your website remains yours.
Blogs also create long-term value. A strong post can drive traffic for months or years.
Eric pointed out that blogs do not need to be complicated. They need to be helpful.
Answer the questions your customers ask every day. Explain your process. Share insights you already repeat in conversations.
You are not inventing content. You are documenting experience.
Hyper-Local Content Wins
One advantage local businesses often overlook is location.
You can create content that national brands cannot.
Local guides. Community highlights. Location-specific advice. Common local questions.
This type of content does not need to go viral. It needs to be relevant.
When someone in your area searches for answers, your content feels familiar and specific. That builds trust before the first interaction.
Consistency Beats Volume
You do not need to post every day.
You need to show up predictably.
Eric recommends choosing a pace you can maintain. Weekly. Bi-weekly. Monthly.
Consistency builds recognition. Volume without consistency creates noise.
A single blog per month, repurposed thoughtfully, can outperform daily random posting.
Using AI the Right Way
AI came up in our conversation as a tool, not a replacement.
Eric views AI as an assistant that helps organize, refine, and extend ideas.
The value still comes from experience, perspective, and local understanding.
When AI supports clarity instead of replacing authenticity, it saves time without losing trust.
A Sustainable Content Mindset
The biggest shift business owners need to make is mental.
Content is not about performing. It is about serving.
When you focus on being helpful, documenting what you already know, and repurposing intentionally, content stops feeling overwhelming.
It becomes part of your system, not another obligation.
Create once. Repurpose everywhere. Stay consistent.
That is how visibility compounds without burnout.
Hear the Full Conversation with Eric Hersey
Eric and I talk more about content systems, local strategy, and how business owners can stay visible without living online.
You do not need to create more content. You need a better system for the content you already have.
