3% of my revenue was eating 70% of my content time

I don’t talk about this much, but a few months ago I was completely over content.

Which is a funny thing to admit when helping people with their content is literally my job.

I’m building a portfolio career and somewhere along the way I’d ended up on LinkedIn, Instagram and Substack all at once. Even saying this makes my stomach drop. Dipping in and out of each one. I’d post on Instagram, then feel guilty I hadn’t written anything here, then jump back on LinkedIn and wonder why I felt so flat. If you’ve ever had that anxious feeling of “I should be posting” running in the background of your entire week, you know exactly what I mean.

Content fatigue. I had it, absolutely. And I reckon alot of people are feeling it right now.

And when it’s your own business, you don’t really feel like you’re allowed to stop. It always feels like the day you go quiet is the day someone else gets the opportunity. So you just keep going. And keep watching everyone else show up with ‘amazing’ content that feels so easy.

Then a couple of months ago I landed a few more significant clients. This forced me to do something I really needed. It made me step back and properly look at my business. Where the revenue was coming from. What I was actually focused on. Where was my time being spent. Because with all this compounding work, I had to be more structured.

And honestly? I didn’t love what I found.

B2C was 3% of my revenue. Three percent. And it was taking up about 70% of my content time.

I remember looking at those two numbers and thinking, what am I doing?

So I turned Instagram off.

The weight that lifted off my shoulders was enormous. I genuinely didn’t realise how much it was weighing on my mind until I put it down.

So for the last few months I’ve gone all in on LinkedIn, and it’s been incredible. I built my new LinkedIn newsletter, I’m almost at 14,000 followers, and I show up there regularly now, because I’m only showing up in one place.

Now, I’m telling you this because I don’t think it’s just me.

So many of the leaders I work with think their content problem is discipline. That they need to try harder, batch more, get up at 5am. I thought that too. Mine turned out to be focus. I was pouring energy into the wrong thing.

If that’s you, try this. Ask yourself where your revenue, or your opportunities if you’re in a role, actually come from. Then look at where your content time actually goes. If those two things don’t match, something has to give. It might feel scary to let it go.

But just let it go anyway.

So why am I back here?

Because I love writing from my heart, and Substack is where I can do that. LinkedIn is brilliant and I’m not going anywhere. But there are things I’d probably never say there, and this feels like the place to say them.

I want to share so much more with you here. What it’s really like building a business in public. Building a brand. Using AI every single day and still sounding like me. The good bits and the messy bits.

My brand is transparent, honest and real, and that’s what I want to be for you. No gatekeeping. If I’ve figured something out, I’ll show you how I did it.

So I’d love a favour.

Hit reply and tell me what you need. What you’re stuck on, what you’re curious about, what you’ve always wanted to ask me. I’m going to shape the next few months around what you tell me.

Jodi x

P.S. Be honest with me. If you could turn off one channel tomorrow, which would it be? Tell me in the comments. Mine was Instagram.