I’ve just released episode 25 of my podcast, Showing Up with Vicki Knights – considering nearly 50% of podcasts never make it past 3 episodes that feels like quite an achievement!

I’ve managed to stay relatively consistent in marketing for my business for well over a decade which is no mean feat. I certainly don’t post everyday, but unless I’ve been on holiday, a week has never gone by without me showing up online talking about my business. And this has made a huge difference to the success of my business and always having a booked up diary.

Consistency in marketing is essential for building trust, authority, and a recognisable brand. But if you’ve found that staying consistent feels like an uphill battle, you’re not alone.

Many entrepreneurs and creatives feel the pressure to show up regularly, but they quickly burn out, lose motivation, or simply run out of time.

In this post, I’ll dive into five specific reasons why consistency feels so challenging and give you practical insights to make staying visible feel more achievable. Let’s start with the big one…

1. You’re Trying to Do It All, All the Time

There’s a myth that being “consistent” means showing up every single day on every single platform. Cn reality, consistency is more about showing up in a way that feels sustainable for you. The problem arises when you try to be everywhere at once without considering your energy and time limits.

Solution: Instead of pushing yourself to be omnipresent, identify a schedule and frequency that works for you. If posting on Instagram twice a week and sending a monthly email feels achievable, start there. Consistency doesn’t mean constant activity—it means a regular, reliable presence that works for your life and business.

2. You’re Not Giving Yourself Permission to Show Up Authentically

One of the biggest mistakes I see people make is forcing themselves to show up in ways they think they should. Maybe that means posting highly polished content or using a certain tone because it’s “professional.” But when your marketing doesn’t align with your personality or values, it quickly starts to feel like a chore.

Solution: Give yourself permission to show up as you truly are. Ask yourself: What would I change about my marketing if I knew it would succeed no matter what? Maybe that’s ditching the perfect captions, leaning into video, or choosing a platform that excites you rather than drains you. Authentic marketing isn’t just easier; it’s also more enjoyable, and people can feel that.

 

3. You’re Always Trying to Come Up with Fresh Content

This is a huge one. So many entrepreneurs believe they need to be constantly inventing new topics, formats, or angles to stay interesting. But here’s the truth: your audience doesn’t need endless novelty; they need depth. They want to associate you with your core message, and that only happens when they hear it repeated in different ways over time.

Solution; Allow yourself to revisit key themes and topics. Think about the thought leaders you admire—they often return to the same themes, building on them rather than constantly reinventing. Repetition doesn’t dilute your message; it reinforces it. By focusing on a few core topics, you’ll save yourself time and build a more memorable brand.

4. Lack of Clarity Around Your Personal Brand and Message

If you’ve ever sat down to create content and found yourself staring at a blank page, unsure of what to say, you may need to clarify your brand and message. Without a clear idea of what you stand for and who you’re speaking to, it’s easy to lose direction, doubt yourself, and end up feeling scattered.

Solution: Take time to define your personal brand, including your core values, target audience, and key message. (This is exactly why I created my self-paced course, Uncover Your Magic.) The clearer you are on what you offer and why it matters, the easier it becomes to create content that flows. Clarity leads to consistency because it provides you with a roadmap, helping you connect with your audience in a more meaningful way.

5. Perfectionism is Holding You Back

Let’s be honest: perfectionism is one of the biggest barriers to consistent marketing. When you feel like every piece of content has to be flawless, it’s easy to end up in a stop-start pattern – showing up only when you have time to make everything look and sound perfect. But the truth is, people are drawn to authenticity, not perfection. 

Solution: Let go of the need to over-polish everything. Remember, your audience doesn’t want a perfect brand; they want a real one. Show up with all your quirks and imperfections—they make you human and relatable. It’s better to post a genuine, “imperfect” message than to hold back because it doesn’t feel perfect.

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Staying consistent with your marketing isn’t about exhausting yourself or constantly churning out content. It’s about aligning your efforts with your energy, values, and strengths. By understanding these five common challenges and how to work around them, you’ll create a marketing rhythm that’s not only sustainable but also fulfilling.

So the next time you feel overwhelmed by the pressure to “be consistent,” remember: consistency is about showing up in a way that feels right for you. When you do that, it’s no longer a struggle—it’s a natural extension of your business and your brand.

Want to dive deeper into these insights? Listen to my latest podcast episode on this very topic, where I break down each of these five points with practical tips and real-life examples. You can listen below.

Listen on Apple Podcasts

Listen on Spotify

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