The Business of Doing Business: Why Content, Social Media, and Video Feel Like a Full-Time Job

I sat at my computer at 8:30 am, ready to take on the day and do all my power tasks. Then I took one look at LinkedIn and froze. I spun my wheels for a couple of hours. Then decided I just didn’t want to do it today. But then I recalled all the hours I’ve spent talking to coaches on my market research calls in the past few weeks, and we all could agree on one thing: creating content and lead gen is a drag. Running a business used to be about delivering a product or service. You did the work, you got paid. Simple.

But in the modern digital age, there’s a whole other layer of work that isn’t your “real” job but is completely essential to staying relevant, growing your audience, and making sales.

This is the business of doing business, where entrepreneurship now involves being a content creator, social media manager, video personality, strategist, and tech-savvy marketer all at once.

If you’re a business owner who’s ever said, “I just want to do the work I’m great at, not spend all day filming videos or writing captions,” you’re not alone. Here’s why so many of us are burning out—not because we hate our businesses, but because we didn’t sign up to be full-time marketers, too.

1. The Relentless Pressure to “Show Up” Online

In today’s attention economy, visibility is currency. But showing up online isn’t just a “nice to have” anymore—it’s expected. If you’re not posting regularly, you’re forgotten. If you’re not engaging with your audience, you’re irrelevant. And if you’re not keeping up with the latest trends, the algorithm will bury your content.

So now, in addition to actually running your business, you’re expected to:

Post Instagram reels 3–5 times a week
Write long-form, valuable LinkedIn content
Send weekly newsletters
Batch-podcast episodes
Repurpose content across five platforms

It’s exhausting and often thankless, especially when after hours of work, posts get five likes and zero comments.

What no one tells you: being good at what you do isn’t enough anymore. You also have to be seen doing it, and that’s a different skillset entirely.

2. Content That Feels Like Homework

Everyone says you need to “provide value,” but the word “value” has become so overused that it now feels like a trap.

You sit at your computer trying to think of something “valuable” to say, and your brain goes blank. You’ve already said that tip. You already posted that quote. You don’t want to repeat yourself, and you don’t want to sound like every other coach, designer, copywriter, or consultant online.

Creating content used to feel creative and exciting—now it feels like mandatory homework. You’re not doing it because you’re inspired; you’re doing it because if you don’t, your business might stall.

You know that great content can bring in leads. But when every post requires strategizing, scripting, filming, editing, designing, writing captions, and tracking performance, it feels like a second job.

And the kicker? None of this work is billable.

3. Embracing Video (Even When You Don’t Want To)

Let’s talk about the elephant in the room: video.

Whether short-form reels, TikToks, or YouTube how-tos, video is king right now. The algorithm favors it, audiences expect it, and businesses that embrace it often grow faster.

But just because it works doesn’t mean everyone feels comfortable doing it.

Maybe you hate being on camera. Maybe you get stuck in perfectionism. Maybe you’re tired of trying to turn yourself into a personal brand when you only want to help people and do good work.

Still, the pressure to adapt remains:

“Video builds trust!”
“Your audience wants to see your face!”
“People buy from people!”

You hear it repeatedly, but the barrier to entry—confidence, gear, editing know-how, time—is steep. So you either spend hours figuring it out or pay someone else to help, which eats into your bottom line.

It becomes one more thing necessary to stay in the game, but it feels so far from the work you actually love doing.

4. The Invisibility of the Work No One Sees

Here’s what people don’t see when they look at your polished Instagram grid or high-value post on LinkedIn:

The four hours you spent filming and refilming a 60-second reel
The 15 tabs you had open trying to figure out why your email automation isn’t working
The countless times you asked, “Is this even worth it?”

People see the highlight reel. You feel the behind-the-scenes grind.

And it’s not just draining—it’s lonely.

No one applauds the hours spent researching SEO, designing Canva graphics, responding to DMs, or trying to fix broken links. But all of it is part of the invisible labor that keeps your business running.

Entrepreneurship was supposed to be freeing. But sometimes it feels more like you’re running on a treadmill—working constantly to maintain visibility, let alone grow.

5. When You’re the Product and the Marketer

One of the hardest parts of being a modern entrepreneur is that you’re not just selling a product or service anymore—you’re often selling yourself.

This is especially true for coaches, creatives, consultants, and personal brands. You have to:

Be inspirational but relatable
Be professional but personal
Be everywhere but not salesy
Be consistent but never boring

It’s a tightrope walk. And it’s emotionally exhausting to always be “on.”

Your business success depends not only on your skill, but on how well you can perform online. And when that performance doesn’t lead to immediate results—engagement, sales, recognition—it’s easy to wonder if you’re doing something wrong.

So What’s the Answer?

The truth is, there’s no one-size-fits-all solution to this problem. But here are a few mindset shifts and strategies that can help:

Batch Your Content
If you’re going to be a content creator, treat it like a job with designated hours. Create a month’s worth of content in a few focused sessions instead of scrambling daily.
Repurpose Like a Pro
One blog post can become a podcast outline, three reels, five social posts, and an email. Don’t reinvent the wheel every week.
Outsource When You Can
If video editing, scheduling, or graphic design eats your time and joy, consider hiring help. Even 5–10 hours a month can free up your energy.
Lower the Perfection Bar
Done is better than perfect. People want real more than they want perfect.
Measure What Actually Matters
If a video gets 50 views but brings in 2 clients, it’s a win. Track outcomes, not vanity metrics.
Build Systems, Not Just Content
Think long-term. Develop evergreen funnels, signature offers, and automations that reduce your dependence on always being online.

Final Thoughts

The business of doing business has changed. Marketing isn’t optional anymore—it’s baked into the job description. But if it’s burning you out, you’re not failing. You’re just feeling the weight of wearing too many hats.

It’s okay to pause, reevaluate, and build slower, smarter, and in a way that works for you.

Because you didn’t start your business to become an influencer. You started it to help people, do meaningful work, and create freedom.

And that vision is still worth fighting for—even if you film it in sweatpants, on a Tuesday, with your dog barking in the background.

becky hancock design