080: Why Content Feels Exhausting When You Don't Have a System, with Mariah Macinnes

If creating content has started to feel like a second full-time job, this conversation is for you. Content strategist Mariah Macinnes joins me to unpack why so many business owners feel paralysed by social media, and how a clear content strategy makes showing up feel manageable again. Mariah creates content across social media, email and blogs for twelve clients, and she does it while travelling Australia full time in a bus with her partner. Her approach is built for business owners who started out wanting freedom and have no intention of becoming full-time content creators. In this episode we talk about: \- Why most people who say they don't know what to post have plenty to say and no system to pull it together \- Why repeating your core message is how people come to remember you \- How to share your personality, opinions and personal moments without confusing your audience \- Why posting every day can work against you in an era of AI content, and what consistency looks like beyond frequency \- The difference between a posting plan and a content strategy \- How to break the guilt cycle of going quiet on your audience and then avoiding them Mariah and I are running a live workshop together on Thursday 15 October 2026, where she'll teach her seven-step content framework in a 90-minute session. If you're listening after the date, the replay is waiting for you inside eSCHOOL. Register for the live workshop: https://www.lucyshrimpton.com/content-queen-registration-page Mariah's website: https://www.contentqueenmariah.com Follow Mariah on Instagram: https://www.instagram.com/contentqueenmariah/ Join eSCHOOL: https://www.lucyshrimpton.com/membership