Those Content Goblins… and Why They’re Lying to You

Let’s talk about the goblins that appear the second you think about creating content.

You know the ones.

“I don’t want to.”

“What would I even say?”

“I don’t have time for this.”

“What if people judge me?”

“Will this actually lead to sales?”

They’re loud. Persistent.

Dramatic.And completely unhelpful.

But here’s the truth: you don’t have a content problem.

You have a thinking-about-visibility problem.

Most founders treat posting as optional. A chore. A nice-to-have.The shift happens when you start treating visibility like sales time.

Because visibility is sales.

It’s connection.It’s trust-building.It’s showing people how you solve the exact problems keeping them up at night.

Once you see it that way, the goblins quiet down fast.

Here are four mindset shifts that make content feel dramatically easier:

1. Reframe it: Posting isn’t “cute.” It’s selling in slow motion — warming people up before they ever book a call.

2. Talk to one person: Forget the algorithm. Forget the crowd. You’re speaking to one ideal client who already wants what you do.

3. Aunt Gertrude isn’t your audience: She’s not buying your offer. Stop creating (or avoiding) content for people who don’t pay your invoices.

4. Outsource it: When strategy, scripting, editing, and posting are handled for you, you stay in your zone of genius — and the goblins disappear.

And the data backs this up.

According to the AGA Marketing Industry Index (2024), businesses that outsource social content grow 47% faster and report significantly lower stress levels.

The goblins are real.But so is the ease that comes when visibility is no longer on your plate.

XO,Jessica