Real Talk: Imposter Syndrome as a Content Strategist

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TOPIC

You’re a strategic thinker, but offering a content strategy to a real-life client feels 🙀🙀🙀. 

TL;DR

  1. Build a framework for your strategy services so you can pitch an organized project.

  2. Call this out for it is: Imposter syndrome while trying to land a new project.

TOP RESOURCE

My “content strategies in a box” to help you get organized — templates for every deliverable I include in my strategies, and a framework for offering them. 

IF YOU’RE ASKING QUESTIONS, YOU’RE ALREADY A STRATEGIC THINKER

When writing a piece, do you ever ask yourself: 

  • What points does the client need to get across?

  • How should I structure this piece? 

  • What is the purpose of the piece? Is it educational or thought leadership? 

If you’ve asked yourself these questions, you’re already thinking strategically. 

When building proposals, do you ever include the below as part of the project:

  • Research to inform the topic

  • Optimization of the piece for marketing purposes, such as SEO

  • Repurposing pieces for different content types like blog posts into emails

If you have these skill sets, you’re already working strategically. 

I promise, it’s a straightforward next step to offering content strategy as a service to clients. 

SO WHY DOES OFFERING A CONTENT STRATEGY FEEL TERRIFYING?!

Here are the 2 challenges, as I see them, to offering content strategies

  1. Formalizing your skill sets into an organized service for clients

  2. Overcoming imposter syndrome 😳

1. Formalizing your skill sets

I’m not going to talk about this one in length today. I’ve already created tons of resources about this! 

Here are some if you’d like a catch up:

FREE:

My content strategy framework that I’ve built over a decade.

$50 - $299:

Toolkits with templates of my deliverables for client projects. Yes, all of them.

2. Imposter syndrome as a content strategist

“Strategy” is a nebulous term, and one that everyone defines a little differently. 

It’s normal to feel imposter syndrome about your strategic expertise. It’s especially normal when you’re testing out new services or types of projects. 

I feel it too. Here’s my typical chain of thoughts at the proposal stage:

  • This new project will be really fun

  • Wow, I’m excited about all the things we can do! 

  • Woah, they like it too?...

  • Woah, they’ll pay what I asked?!

  • WOAH, I have to DO this now?!

Every time. 

Here are the next steps I take with myself:

Recognize imposter syndrome for what it is.

As soon as I realize that imposter syndrome is happening, its power is removed. 

Have trust in myself. 

I remind myself that I am the expert in this situation. I’ve done this type of work before, even if this specific project type is new. If I stumble while navigating something new, even my “good enough” will give the client great value. 

Only speak positively to myself. 

It’s amazing how negative that voice in your head can be. When you put yourself down or distrust yourself (“can you even do this?”), you’re doing yourself a disservice. And remember: Your thoughts are not facts.

Share with a sounding board.

Things are scariest when they’re in your head. Get them out of there and into the safe hands of someone you trust — a friend, a spouse, your pet… 

Here are the next steps I take with my clients:

Listen, listen, listen

Rather than trying to “wow” a prospect with all the things I know. I challenge myself to make the prospect feel heard.

I apply this to discover calls, proposal reviews, and even kick offs. I learn about their challenges, needs, budget, and more. I ask follow up questions (and then some more). And I mirror back what I hear.

Only then, do I share about myself. I try my hardest to speak to how I’d help their challenges — not all the things I do.

I promise, do this to come across as a bonafide expert that deeply understands what a prospect trying to achieve.