You could spend all day writing blogs, posting to Facebook, Instagram and Twitter and cultivating connections on LinkedIn ...
Limiting the number of areas you work on at any one time is the best thing you can do. There is a fair bit of trial and error to go through, but the key is to find marketing methods you enjoy and can commit to doing on a regular basis - and that also generate results.
As a writer, I focus on blogging and social media posts. Other people choose to make presentations and create videos. Over time I have come to focus on the following actions on behalf of Writing for Councils which have proved to be the best fit for me:
Take a realistic, targeted approach to content marketing
When considering your approach to content marketing, it's important to be realistic about what you are likely to make time to do, as well as what is most likely to appeal to your ideal clients. Here are some options to consider:
Select blog themes
I have found my most effective online marketing has occurred when I have focused on one subject for a sustained period of time which relates to a specific service I offer on my website. Having a theme for a series of blogs and social media posts for a period of time (at least a month) has generated the best results.
I use canva.com to create a series of themed social media posts in one go, which relate to a source document.
The downside of this thematic approach is potentially boring the people who follow your posts or receive your newsletter who are not interested in that particular topic.
Note your progress over the previous week or month
It’s very easy to focus on what is not yet as good as it could be, and not to appreciate your progress. Recording your wins on a weekly basis is a great way to stay motivated. This can be as simple as one new LinkedIn connection, or a post that was seen by lots of people. Noting what's working will also help you tweak your approach, so that you do more of the effective actions over time, and drop the methods which aren't yielding results.