Why “just be consistent” is terrible marketing advice for female business owners

“Just be consistent with your content.”

If you’ve been running your business for a while, chances are you’ve heard this advice a few times.

Post consistently. Show up consistently. Stay visible consistently.

But what does it even mean?

Intention over consistency

Staying consistent looks different to different people.

You don’t need to post every day, because that’s just going to leave you resenting your marketing and will probably lead to burnout. It’s about finding the rhythm that works for you.

Plus, consistency isn't just about the number of times you post in a week. It's also about your messaging and your intention.

Be intentional with your marketing.

That means having a reason to post and not just posting for the sake of it. There should be a purpose to your content, otherwise you just end up creating content that ticks a box and doesn't build momentum.

Focus on clarity

Strong content marketing starts with clarity. So it’s important to get clear on:

• What you want to be known for

• Who you’re speaking to (and who you’re not)

• How your content supports your wider business strategy

If you’re not clear on your message, your audience, or your business goals, being consistent will simply be a case of repeating the wrong thing more often. You'll feel constant pressure to keep up, even though your content isn’t saying much.

When you get clear on these points, consistency stops being something you force and becomes something that happens naturally. And most importantly, it becomes easier. You might even enjoy it?!

Content marketing for female business owners

The female business owners I speak to already feel under pressure to be reliable and visible.

So when content advice boils down to “just keep showing up”, it’s easy to translate that into:

• Post even when you’re exhausted

• Share something, anything, so you don’t disappear

• Keep going, regardless of whether it’s working

That’s not sustainable content marketing. It's a game of endurance, which is why so many people give up.

What matters more than posting consistently

Consistency alone isn’t a content marketing strategy. It can even hold your marketing back.

If consistency were the magic ingredient, businesses posting every day would automatically be thriving. But they’re not.

What actually makes a difference is:

• A clear, repeatable message you can come back to again and again

• Content that aligns with your business and where it’s going next

• Knowing which platforms and conversations deserve your energy

This is where strategic content marketing comes in. It’s less about doing more and more about doing the right things – on purpose.

You don’t need to be on every social media platform. Instead, work out where your audience hangs out and focus on those places.

A different approach

Rather than asking: “Am I posting enough?”

Try asking:

• Does this support my business goals right now?

• Would I still stand by this content in six months’ time?

• Is this adding clarity, or just filling a gap?

These questions lead to calmer, more effective and more intentional content – and often, more consistent results.

Your marketing should work with you, not against you. So, if your content currently feels heavy, don't push it. Instead, take a step back, get clear, and focus on intention.

That’s when content marketing starts working for your business rather than against it.

Strategy created for you

Every business is different. That’s why I work closely with my strategy clients to create a strategy that’s right for them and their business.

There’s no off-the-shelf content marketing strategy you can magically implement – it’s about delving into your business and finding the approach that works for you.

I work with female business owners who are done winging it with their content and want a more intentional way forward.

Is this you? Book a strategy session.