Reuse Your Content!

Publishing a piece of content is just the start. If you are not using each item to inspire more content, you are missing a great opportunity.

Think Evergreen

Content is not one and done. Most of what you talk about today is still relevant into the future. Keep an inventory of your content (I use Excel) and revisit it in a few months. Most often, you can refresh your ideas and have a whole new content item! Change the messaging, the focus, and re-shape the emphasis.

New Format, New Content

Move your content to a new format and it is new again! A blog post can become a video. A video can become a meme. Give each theme new life by sharing it in different formats.

Edit to a New Length

Adding or reducing content can create a whole new piece of content. Pay attention to reader reactions. Focus a post on the item that gets the most attention. Or, expand to address common questions. Another idea is to take your key points and present them in an image or infographic. Give new life to your idea.

Share Elsewhere

Many outlets welcome your previously published content. Make sure you space publication dates two weeks or more. Change up the title/headline and the first paragraph whenever possible.

Create Social Media Content that Connects

Social media content is not just words. It is an effort to reach out to and connect with your target audience.  Here are some ideas to create social media posts that’ll get your audience talking to you.

Know Your Goal

Every post should have a goal. Is the goal to create awareness? Are you trying to connect with your audience? Do you want them to take a specific action after reading your post?

Speak to Their Needs

Put yourself in your audience’s shoes. Before you write, answer the following questions:

  1. Would my audience find this interesting?
  2. Why would my audience care?
  3. Would they have something to say in reaction?

Encourage Reactions

Write your posts in a way that encourages conversation. Ask open-ended questions. Invite opinions. Post a poll with options so that people can interact with just a click.

Be Meaningful

A good way to connect with your audience is to  offer content that helps them and addresses a need. Give your audience information, make them smile, or share some inspiration. They are likely to comment when your content hits home.

Also create meaning by being true to your brand. To stand out, you need to be yourself and reflect your brand personality.

LinkedIn Strategy for the Professional

LinkedIn is an important platform for all professionals, and especially for those who need to build their own contacts. People who work in insurance, financial planning, personal training and more need to build a base of connections.

Once primarily a platform for professionals seeking their next position, LinkedIn is now a key place used for both personal and business purposes to validate the credentials of professionals, find professionals for key services, and to understand professional networks.

Know Your Keywords

Before you work on your LinkedIn presence, you need to know your keywords and your messaging. What words and phrases do people search to find people like you? What are your key differentiators.

Your profile needs to be an extension of your online brand. That means you need to have a laser focus on the keywords and message that represent you best.

LinkedIn Company Page

Creating a company page is helpful even if you are the only person on your team! A company page expands your presence and branding on LinkedIn.

Setting up a page is quick and easy. You will need to complete the following fields

  • Company name
  • Background image
  • Logo
  • Company Description
  • Specialties
  • Address
  • Website URL
  • Company size, industry, year founded, and type
  • Select up to three featured groups

Personal Profile

When you create an account on LinkedIn, you create a personal profile by default. However, you need to take steps to create a complete, compelling profile.

Profile Image

Use a professional head shot of you. This will help people to know they are connecting with the right person. Save the family shots, kids and pets for Facebook!

Background Image

Change the LinkedIn default photo! Use a custom photo that better represents your business and expertise.

Intro Section

  • Create a headline that goes beyond your title and company. Highlight your expertise using your keywords.
  • Use your keywords and messaging for your professional summary

Experience Section

  • List all your relevant jobs. No need for a complete work history. List the jobs that contribute to the expertise you use in your current position.
  • Connect your current job to your company page.

Skills Section

  • Add as many skills as you can find that are relevant to your expertise and your activities
  • Make sure your settings allow connections to endorse your skills

Accomplishments Section

  • Make sure that all relevant accomplishments are listed.


Ask for clients to write a recommendation. Few people will think to write a recommendation, but most will be happy to do so if asked.

Contact Info

List all the ways that people can reach you. Make it easy for them to connect.

Next Steps

This effort will help you to have a more robust, findable presence on LinkedIn that is in concert with your website and other online marketing efforts.