The 10 Major Obstacles to Your Content Marketing Success and Solutions to Overcome Them – TNT

I keep coming back to Grant Cardone’s line ‘Best known always beats best’, and as painful as it is to admit it, he’s right. You could be the best agent on the planet, but if nobody knows it, what’s the point. Likewise, you could be wildly mediocre but extraordinarily well known, and the chances are, you’re going to be doing reasonable business.

It’s never been easier, or harder, to build your awareness locally.

Easier, because you have a powerful content studio in your pocket, your phone. Harder, because the playbook is crowded with confusion, overthinking, and second-guessing.

I’ve been there, done it and got the t-shirt. I’ve made every content mistake you can think of. But I’ve also worked with dozens of agents across the UK to help them avoid those same mistakes and build a strong personal presence in their markets.

Here are the 10 biggest problems agents face with content marketing, and the solutions that actually work.

1. “I don’t know where to start.”
Start anywhere. Truly. Perfection isn’t required, practice is. The first few videos will feel awkward, that’s normal. But you can’t improve without reps. Just hit record.

2. “Where do I film it?”
Lighting matters more than location. Outside in the sun. On your high street. At your desk. The goal is a clear, bright shot, because the algorithm prioritises clarity, and your audience stays longer.

3. “What kit do I need?”
Your phone is enough. An iPhone, clean lens, and some daylight is all it takes. Want to go next level? Add a mic, light box, and tripod or gimbal. And always use the rear camera.

4. “How do I edit it?”
Keep it simple. You don’t need pro software. Trim the start and finish. Start with action. Cut the filler. Tools like CapCut, Instagram, or iMovie will do the job. No need to overthink it.

5. “Why isn’t anyone engaging with my stuff?”
Because engagement is earned. Comment on others’ content. Be consistently valuable. You’re building trust with both the algorithm and the audience. It’s a process that takes time.

6. “I can’t stay consistent.”
Then you’ll fall behind. This isn’t a short-term campaign. It’s your online presence. If you’re not visible, someone else will be, and they’ll get the call when that potential client is ready.

7. “I’m not getting likes, should I stop?”
Absolutely not. Likes are vanity. Value is what matters. Silent watchers often turn into serious leads, but only after some time. Us Brits are not known for our online engagement.

8. “I hate seeing myself so much.”
Understand this: you are the only person seeing all of your content. Your audience sees snippets. You’re not overexposed, you’re just in your own head.

9. “What do I talk about long-term?”
Not yourself, but your values. What matters to you? What do you believe in? What are you learning? Stories with substance build trust. And trust builds business.

10. “What if it doesn’t work?”
It will work. But only if you do.

We see this pattern every day, agents know they need to create video content, or they’ll be left behind, but they’re blocked by indecision, insecurity, or perfectionism. It doesn’t have to be scary or intimidating, you just need to go for it.

The future of estate agency is visible, authentic, and human. The agents who are winning, and who will continue to win, are the ones who let their audience know who they are, not just what they sell.

Ben Madden is founder of Digital Sparks and a director at Fine & Country Chiswick