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Starting a content creation business while working a full-time job can feel overwhelming. I know because I’ve done it. Over time, I managed to grow my side hustle into a full-time business, even while balancing a 9-to-5. In this guide, I’m breaking down everything I learned—from content strategy to time management—so you can do the same without burning out.

Why You Need a Strong Content Strategy

To make the most of limited time, having a clear content strategy is essential. When I started, my approach was very different from what it is today. Back then, I needed a strategy that worked around my full-time job and allowed me to grow efficiently.

A solid content strategy helps you focus on what matters most—creating high-quality content that gets results. It’s not about doing more. It’s about doing the right things consistently.

Choosing the Right Platforms

When I began, I focused on Instagram and YouTube. Here’s why:

• Instagram: I knew the platform well, so creating content felt straightforward and natural.
• YouTube: This was my primary focus, or as I like to call it, my “hero platform.” YouTube’s format suited my niche (social media and marketing education), allowing me to create longer, detailed videos.

If you’re working full-time, start with one platform you’re most comfortable with. Only consider adding a second platform if it’s easy to manage alongside your main one. Most importantly, always have a hero platform that gets your full attention.

What Is a Hero Platform?

Your hero platform is the main channel you prioritise. It’s where you post most consistently and invest the bulk of your energy. For me, that was YouTube, and it helped me stay focused amid a busy schedule.

How Much Content Should You Create?

In 2021, my weekly schedule was ambitious:

• Two long-form YouTube videos per week
• Five Instagram posts per week

At the time, TikTok and Instagram Reels weren’t as prominent, so short-form content wasn’t part of my strategy. Today, I’d recommend adding short-form videos (like YouTube Shorts).

A Recommended Content Plan for Beginner Creators

• YouTube
  • Post one or two long-form videos weekly. If two feels like too much, stick with one.
  • Add three YouTube Shorts each week to increase reach.
• Repurpose Content
  • Share Shorts on Instagram or TikTok, ensuring there’s no watermark from other platforms.

This approach helps you cover multiple platforms without overloading yourself.

Why Topic Selection Is Critical

With limited time, every second counts. That’s why I learned to focus on trending or highly relevant topics. Creating content around what’s already popular ensures your hard work gets seen.

For example, if it’s January, you might create a “New Year’s goals” video. If you’re a beauty creator, you could cover a celebrity’s new skincare launch. The goal is to stay current and align your content with what people are already interested in.

How to Find Trending Topics

• Check TikTok’s trending sounds and hashtags.
• Use Google Trends to identify popular searches in your niche.
• Follow news and updates in your industry.

Scheduling Content Creation Around a Full-Time Job

It’s tempting to think, “I’ll work on my content whenever I have free time.” But without a set schedule, you risk either burning out or not doing enough.

In my early days, I committed 8 to 12 hours a week to content creation. Most of this time was over the weekend, with weekday mornings spent creating between 5 a.m. and 9 a.m.

Why Scheduling Matters

By planning out your work hours, you can:

1. Avoid procrastination.
2. Prevent overworking.
3. Ensure you consistently make progress.

Start by deciding how many hours you can dedicate each week. Then block off specific times in your calendar for content creation.

Working Longer Hours (What to Watch For)

Before leaving my full-time job, I was putting in over 20 extra hours a week on my personal brand. While this boosted my momentum, it wasn’t sustainable. I ended up burning out, and in hindsight, I should’ve scaled back sooner.

If you’re working extended hours, make sure there’s an end in sight. For most people, this kind of schedule isn’t a long-term solution.

Using Tools and Shortcuts to Save Time

Efficiency is everything when you’ve got limited hours. Looking back, I wish I’d relied more on tools that save time and effort, like Storyblocks.

How Storyblocks Helped Me

Storyblocks offers a library of templates, sound effects, and stock video that would’ve saved me hours in the early days. I spent far too long creating intros and graphics from scratch that weren’t even that good.

With Storyblocks, you can:

• Download royalty-free assets to upgrade your content.
• Use pre-made templates for motion graphics or titles.
• Access tools like Smart Audio to find the perfect soundtracks in seconds.

This isn’t just about saving time; it’s about raising the quality of your work. And when your videos look more professional, they’ll perform better too.

Focus on Needle Movers

When time is tight, you have to prioritise the tasks that truly drive growth. These are called “needle movers.”

How to Identify Your Needle Movers

Ask yourself these questions:

• Which platform or content gets the most engagement?
• If you’re earning money, which monetisation method is most profitable?
• Are you spending time on low-impact tasks, like unproductive brand deals or unnecessary admin work?

By focusing on what delivers results, you’ll grow faster and waste less time.

Outsourcing Can Be a Game-Changer

A few months into my journey, I hired a video editor, and it was one of the best decisions I ever made. Initially, I was spending 8+ hours a week editing videos. Outsourcing this freed me up to focus on creating and growing my brand.

When to Outsource Tasks

You don’t need to hire someone immediately, but a time audit can help decide when you’re ready. Write down every task you do, how long it takes, and whether it directly helps you grow.

If you’re spending hours on tasks someone else could do better (like video editing), it’s time to delegate.

Building a content creation business while working full-time is 100% possible—you just need the right strategy, focus, and tools. Start small, stay consistent, and remember to reassess regularly.

If you’re ready to take the next step, consider joining my 3-Month YouTube Growth Challenge to accelerate your progress. And if you want more tips, check out my video on how much creators really earn—it’s eye-opening.

Good luck with your journey, and remember: small, consistent steps lead to big results.