Creating Content Isn’t the Problem
Creating content isn’t hard. You already do it every time you answer a client’s question, shoot off a quick email, or rant to your buddy about how a client doesn’t understand what’s covered.
But let’s be real: even though you know creating content could help your agency get found, build trust, and stay top-of-mind, you’re not doing it consistently.
Not because you’re lazy.
Not because you “don’t know what to say.”
It’s because every time you try to get serious about marketing, it turns into a disorganized mess. You’ve got ideas in your Notes app, drafts buried in your email, and a half-written blog post from 2022 still haunting your desktop.
So let’s just call it what it is: creating content isn’t your real problem. Staying consistent and organized is.
This post is going to show you how to fix that—without needing more time, more tools, or a creative spark from the heavens. We’ll walk through what actually moves the needle:
- Why consistent content works even when it’s “just okay.”
- How chaos (not creativity) is the real killer.
- The simple folder system that makes content feel manageable.
- A three-topic structure that keeps you focused and sane.
You don’t need a marketing degree. You just need a system that makes showing up automatic.
Let’s get into it.
Creating Content Is Easy When You Stop Overthinking It
Here’s the truth no one wants to say out loud: creating content isn’t about being a genius—it’s about showing up. Every week. Even when you don’t feel like it. Even when your post feels “meh.”
Most agency owners make content way harder than it needs to be. They get stuck in this cycle of overthinking—trying to say something new, smart, or perfect—and end up posting… nothing. Weeks go by. Then months. Before they know it, they’re invisible online again, wondering why referrals are drying up and why they’re stuck chasing cold leads.
Let me ask you this: When was the last time you read a blog post and thought, “Wow, this changed my life”? Probably never.
But you have clicked on something useful. You have opened an email because it sounded like someone actually understood your situation. You have checked out a website just because it showed up in a Google search when you were ready to act.
That’s the game. Creating content is not about brilliance—it’s about consistency.
Want proof? Look at the McBride Agency. These folks weren’t doing anything revolutionary. No viral hacks. No marketing agency on retainer. Just one blog post a week, shared across social and email. That’s it. One year later? 155% boost in organic traffic. Hundreds of people seeing their agency name every single day. Why? Because they kept showing up when everyone else quit.
Creating content that works doesn’t require magic. It requires momentum. That means:
- Stop aiming for viral. Start aiming for visible.
- Stop waiting for the perfect topic. Start answering the same questions your clients ask you every week.
- Stop treating content like a creative project. Start treating it like brushing your teeth—it’s just what you do.
The only people winning the content game are the ones still playing. And the longer you stay in the game, the easier it gets.
So yeah, creating content is easy. You just have to stop trying to be clever and start being consistent.
The Real Barrier Isn’t Creativity—It’s Chaos
People love to say their biggest issue with creating content is “I don’t know what to say.”
Total lie.
You know exactly what to say. You’ve said it a hundred times—to clients, to your team, to your dog while pacing around with a cold coffee in your hand. The problem isn’t creativity. It’s chaos.
And chaos kills momentum.
Here’s how it usually plays out: You get inspired. You think, “Alright, I’m doing it. I’m finally going to start creating content every week.” So you jot down a few ideas, maybe even crank out a rough draft. Then a client calls. You get pulled into a renewal mess. By the time you come back to it? You’ve forgotten where you left off. Can’t find the file. Can’t remember what you planned to post next. And just like that, you’re back at zero.
This is where most agency owners tap out—not because they don’t want to market, but because they never built a system that makes it sustainable.
Creating content without structure is like trying to run an agency with no AMS. You can do it for a little while, sure. But eventually, it breaks.
You don’t need more ideas. You need a place to put them. A place for drafts. A place for finished posts. A way to know what’s live and what’s still in progress—without hunting through 47 Google Docs and screenshots from six weeks ago.
Because here’s the real secret: organization doesn’t stifle creativity. It unlocks it. It frees up the mental space you’re wasting trying to remember what’s done and what’s not.
Once you cut the chaos, creating content gets a whole lot easier. You sit down, open the right folder, and pick up right where you left off. No starting from scratch. No “What should I post today?” panic. Just small wins that stack up.
And those small wins? They’re what build your Magnetic Agency.
Next up: I’ll show you the exact folder system that makes creating content feel less like a chore and more like checking off a to-do list.
Let’s go there.
The Folder System That Makes Creating Content Sustainable
Let’s be honest: if your content “system” is a bunch of Word docs on your desktop and screenshots in your phone gallery, you don’t have a system. You have digital spaghetti.
And that’s why creating content feels like a grind every time you try to get back on track.
The real secret to showing up consistently online isn’t discipline or motivation—it’s having a setup that removes friction. That’s exactly what this simple three-folder system does. No fancy tools. No project management software. Just a dead-simple structure that actually works.
Here’s how it goes:
Step 1: Pick Your Three Pillars
Start by choosing three topics you actually want to be known for. Not random ideas. Not whatever you feel like that day. Your pillars should be the services that drive your bottom line—like Homeowners, Commercial Auto, and Workers Comp.
These aren’t just topics. They’re categories that guide everything you post, so you don’t wake up asking, “What should I talk about today?” You already know. It’s one of your three.
Now, inside each pillar, you build out the folder system.
Step 2: Create Three Folders Inside Each Pillar
- Drafts – This is where every raw idea, half-written post, or voice-note-you-finally-transcribed lives. You’re not thinking about perfection here. You’re just collecting the goods.
- Published – Once a piece of content goes live (website, social, email—you name it), it moves here. This becomes your agency’s content library. When a client asks a question? You’ve probably got a post that answers it. Send the link. Done.
- Images – Any visuals tied to that content—blog headers, social graphics, charts, screenshots—drop them in this folder. No more digging through Slack or Dropbox or random downloads.
That’s it. Three folders per pillar. Nine folders total. And just like that, creating content becomes something you can actually manage.
Why It Works
This system does one thing really well: it gives your content a home. Every piece has a place. You’re never wondering what’s done, what’s not, or where that blog you started last week disappeared to.
You save time. You stay consistent. And you stop quitting every time life gets busy.
Because let’s face it—your agency isn’t slowing down. But with the right setup, your content doesn’t have to stop just because you had a crazy week.
Next, we’ll zoom out and show you how to keep everything focused (and SEO-friendly) using the Three Pillars to keep your message tight and your audience engaged.
Let’s keep going.
Keep It Focused with the Three Pillars
Here’s a hard truth most insurance agencies don’t want to admit: your content is all over the place. One week you’re posting about homeowners policies, the next it’s Medicare, and then you’re trying to go viral with some generic “insurance myth” carousel that gets three likes—two from people who work at your agency.
This is what happens when you treat content like a mood. It becomes noise. And noise doesn’t attract clients. Clarity does.
That’s why the Three Pillars Framework is such a game-changer.
When you anchor your strategy to three core topics—the lines of business you actually want to grow—you stop guessing. You start creating content with purpose.
What Are Content Pillars (and Why Do They Matter)?
Content pillars are your agency’s main content categories. Think of them like lanes on a highway. They keep you moving in the right direction, without veering into irrelevant nonsense.
Example:
- Homeowners Insurance – Target local homeowners, specific property types, common claim issues.
- Commercial Auto – Focus on industries you already serve. Talk about fleet safety, compliance, renewal traps.
- Workers Comp – Niche down on contractors, healthcare, or whatever vertical makes your agency money.
Everything you create lives under one of those three umbrellas. No more chasing trends or trying to appeal to everyone. You’re building depth and trust in the places that actually matter.
Why This Makes Creating Content Easier (and Way More Effective)
Let’s be real—when you’re writing content with no structure, every blog post feels like a blank slate. It’s mentally exhausting. But when you’ve got defined pillars?
- You know who you’re talking to.
- You know what problems they care about.
- You know how your agency solves them.
And bonus: Search engines love this. The more you publish around a focused set of topics, the more Google sees you as an authority. That means better rankings, better visibility, and more leads that come in warm.
Creating content isn’t just easier with a pillar strategy—it’s way more strategic. Every post pulls its weight. Every email builds brand equity. Every social update reinforces your expertise.
How to Choose Your Pillars
Forget what’s trending. Focus on what actually drives revenue. Ask yourself:
- Which lines of business are most profitable?
- What do you want to sell more of this year?
- What topics can you speak to with confidence and clarity?
That’s your lane. Stay in it. Own it.
And remember: you don’t need to cover everything. You just need to show up consistently in the areas that move your agency forward.
Creating Content Becomes Simple When You Respect the Process
Let’s cut through the noise one last time: creating content isn’t your issue. You’re not behind because you’re uncreative or lazy. You’re behind because your setup makes consistency feel impossible.
But now you know the truth: the people who win with content aren’t better marketers. They just have systems that keep them in the game.
- They don’t “find time.” They stay consistent because their process makes content quick and repeatable.
- They don’t wait for inspiration. They work from a short list of focused topics they already know cold.
- They don’t live in chaos. They’ve got folders. They’ve got structure. They know what’s done and what’s next.
That’s the playbook. It’s not sexy, but it works.
And once you commit to this approach, creating content stops feeling like a mountain. You stop starting over every month. You stop ghosting your email list. You stop hoping for leads and start showing up in the places your future clients are already looking.
So here’s your next move:
- Pick your three content pillars. Lock them in.
- Build your folder system. Use it.
- Stop chasing perfect. Just start showing up.
Because the agencies that are winning right now? They’re not smarter. They’re just more consistent.
And with the right system in place, that can be you.
Let’s stop pretending the hard part is the ideas. You’ve already got those. Now it’s time to respect the process and make creating content something you actually finish.
If you’re tired of spinning your wheels with inconsistent marketing and ready to make creating content a habit instead of a headache, you don’t need another marketing guru—you need a system built for how your agency actually runs. That’s exactly why I started Content Catalyst. We help you come up with the strategy, create the blog posts, email and social media copy, and can even help with distribution.