Destroy Endless Content Reviews with Clear Brand Messaging

Endless review cycles are a marketer’s trap

If I create a blog post or piece of content that doesn’t “feel” right, it usually sits on my desktop for months. Meanwhile, my content team is bugging me for approval, but I just can’t seem to sign off on it.

Sound familiar? If you’re nodding in agreement, it’s likely because you don’t have your brand messaging documented. Or maybe it’s because your team isn’t trained on how to use it. I found that one out the hard way.

Consider the amount of time wasted on those pieces. Your writer’s time. The time you wasted reviewing the same piece of content over and over again. These endless review cycles tank your team’s morale and eat up precious time and money that you could use to grow your business.

Having unclear brand messaging means having unclear vision, purpose, and target markets

On the other hand, if your brand messaging is clear, every piece of content produced aligns perfectly. Approvals flow effortlessly. When you read content from your team you think “wow, they nailed it.”

When your brand messaging is a bit of a junk drawer, it’s likely that your vision and purpose or target markets are also unclear. If you don’t know who you’re talking to and why you exist, it’s nearly impossible to put together a messaging framework.

How to determine if your brand messaging is unclear

Drafts that just sit on your desktop and never get published are another indicator. Or maybe if drafts do get published, no one shares them out and repurposes the content because they don’t like them.

Try this!

Go through your files and see how many drafted blog posts, eBooks, and white papers or video scripts you have lying around that never made it to production.

Check to see if you even attempted to repurpose your last blog post. Did you share it once on LinkedIn and that was it? Or did you slice and dice it so you could squeeze all the marketing juices out of it?

In other words, did you publish a piece simply to publish it? Or were you damn proud of it and excited to share it with your audiences?

If you’re hesitant to share your latest content, something is very wrong

If marketing and sales feel “icky,” you’re doing it wrong. It should feel awesome to share relevant, helpful content with your target market! If you’re not feeling good about your content, it’s time to revisit your brand messaging.

Create brand messaging with purpose and design

Why create the content in the first place if you don’t want people to find it, read it, and contact you? We are always happy to talk through what tactics you should focus on and how. We can do that during your free strategy session.

Originally published at on September 19, 2021.



B2B Marketing Consultant | Guiding B2Bs to Get Control of their Marketing

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Michelle Tresemer

B2B Marketing Consultant | Guiding B2Bs to Get Control of their Marketing