If your content sounds clear but feels flat, then conflict might be what’s missing.
We’ve been taught to keep things polished and positive, especially in marketing. The result is that most content sounds like it was run through a filter set to “safe and boring.” There are no edges. No friction. And as a result? No reason to care.
But here’s the truth most creators miss:
Conflict isn’t a problem to avoid. It’s the point.
In The Science of Storytelling, Will Storr describes conflict as the heart of every good narrative. Without tension, a story has no pulse. It doesn’t go anywhere.
The same goes for content that you create to help sell you or your services.
What Does Conflict Actually Mean in Content Marketing?
Conflict doesn’t mean combat.
Conclift doesn’t mean chaos.
Good stories have something standing in the way. There is something preventing the character from getting what they want. That’s what creates stakes, curiosity, and momentum. It’s what keeps things interesting.
If your content doesn’t include that kind of friction, it risks feeling flat (even if the information is technically “good.”)
The truth is that the dictionary is full of good information. But, I don’t know many people that read it cover to cover. (My first draft said I didn’t know anyone… but considering how many nerds I know I thought I would play it safe.)
How Conflict Works in Marketing
Great marketing is built on great storytelling. And great stories revolve around tension:
- A gap between where your reader is and where they want to be
- A challenge they’ve faced that you understand
- A belief they’re holding that’s holding them back
Here’s what that might sound like in a post:
“You’ve tried batching content before, but it always fell apart by week two.”
“You’re showing up consistently, but your results don’t match the effort.”
Each of those lines sets up a problem. That’s conflict. And it’s what keeps people reading.
Types of Conflict You Can Use in Your Content
Internal Conflict
“I knew what to do, but I couldn’t get myself to do it.”
External Conflict
“The algorithm changed, and my reach tanked overnight.”
Relational Conflict
“My clients wanted one thing, but I knew they needed something else.”
Belief-Based Conflict
“Everyone says you need to niche down. I don’t think that’s true all the time.”
Process Conflict
“I followed the blueprint, and it still didn’t work.”
Some people will look at the ideas above and complain that they sounds messy. The reality couldn’t be further from the truth. Conflict doesn’t make your content feel messy. It makes it feel human. And that humanity is what you will use to build a connection with your readers.
Try This: Add a “But” or a “Before”
Next time you write something, build in a moment of tension using something like the below:
- “I thought batching content would fix everything, but I ended up more stressed.”
- “Before I figured this out, I was stuck in endless scroll-and-sulk mode.”
The contrast between before and after is what gives your story emotional shape.
TL;DR: Conflict Creates Connection
Don’t sanitize your story. Show your struggles. Describe the moment things got messy. This will help your audience see themselves in you and relate to you. That builds trust.
Next up in the series:
Make Your Audience the Hero: How Character-Driven Content Builds Trust
Want to turn your own before-and-after moments into high-impact content? The Content Kickstart Kit walks you through my Spark → Sort → Sprint method with plug-and-play prompts.
