SECTION 3 - LEVERAGE

MODULE 10: LEVERAGE YOUR CONtent

Content is the balance of connections. When you add connections, you need to share great content to create awareness of what you do and remind them of who you are.

Understand how to create content efficiently so you can stay visible without burning out

Learning Objectives

Learn how to use long form and short form content together to build your professional presence

Set up simple publishing tools that keep your content going out consistently

Develop a content plan that keeps you on track as you build your profile for employers

Before we get into the mechanics of content creation, it helps to understand what you are actually trying to achieve. The goal is not to post constantly or to be everywhere at once. It is to show up regularly enough that the right people start to associate your name with what you do. That is what gets you remembered, referred and hired.

Topic Items

Readings

  • There are many ways to create content, and even more platforms to share it on. The most effective and efficient approach is to create "long form content" occasionally and then break it into "short form" to post regularly. Let's get some definitions out of the way first.

    Long form content (LFC) is where you spend meaningful time producing something substantial. It could be a written blog, audio podcast or video to share online. It is called long form because it is generally more words, audio time or video length than a regular social media post.

    Short form content (SFC) is instant content placed on fast-paced social channels such as a LinkedIn feed or other platforms. It does not take as much effort to produce or consume. Think of the difference like fast food versus a home-cooked meal. Fast food is quick to buy and quick to eat. It is good, just not as substantial.

    If you are time-poor and building your presence alongside study or part-time work, aim to create one LFC piece a week, or fortnightly if things are busy. Then share it across all your channels. If it were a blog, you can publish it on LinkedIn and your website. Then post a link to it on your other channels. Break the blog into four social posts and use any images on Instagram or Pinterest. You only have to produce one strong piece of content, and the rest flows from it.

    Another example: record a podcast. Once you have published the audio, get it transcribed and turn it into a blog. Follow the process above and you have content for the whole week.

  • There are practical tools that make posting to social media easier. Full platforms like HubSpot exist for larger setups, but if you are just getting started, free tools like Buffer and Hootsuite do the job well.

    These tools let you write your posts in advance and schedule them to go out at a day and time of your choosing. This is especially useful when you are managing several channels at once. You can write one post and push it to multiple places in a few clicks. You can also set aside an hour or two each week to batch your posts for the month, so your content keeps going out even when you are busy with other things.

    A few things to watch out for. These tools can reduce your reach slightly compared to posting directly on the platform. You also need to stay on top of replies, likes and shares because that engagement is where the real value is. Check that posts are actually going out too. Bugs happen.

    Finally, most long form content cannot be published through scheduling tools. LinkedIn articles need to be posted natively through LinkedIn. The same applies to YouTube videos and podcasts. It is better to post these manually anyway, since there are SEO elements worth taking care of when you upload.

    The recommended approach: create your LFC and post it natively on your website and LinkedIn profile, then schedule your short form content across your other channels.

  • This is where most people get stuck. But with some strategic thinking, content creation does not have to be difficult.

    Strong content comes from both knowledge and experience. There is a place for content that demonstrates what you know and helps your audience understand something better. There is also room for more personal content that shares why you care, what drives you, and what working with you or learning from you looks like. Personal content tends to resonate strongly with certain people and works better in certain contexts, so think about what feels right for where you are in your job search.

    Remember that all your readers are people with lives outside of their professional roles. They can relate to a genuine story. For some, that connection will be the main reason they engage with you.

    When thinking about the balance between personal and professional content, ask yourself: could someone else in marketing post exactly the same thing? If yes, add more of your own story. You are the differentiator. Your perspective, your experiences, and your voice are what make your content worth following.

    Think about the parts of marketing you enjoy most and feel strongest in. They are usually the same because what you enjoy is what you tend to practice and improve. Build your content around those areas. Then think about who you want to reach. Who is that hiring manager or industry connection? What do they care about? What would be genuinely useful to them?

    From there, write one clear message to that person. It can be short or long, words, video or audio. Add some personal context to make it engaging and specific to you, and you have a post. There is no single formula for content, only a process to help you plan and deliver it. Make it yours and enjoy it.

    Once you train yourself to look for content opportunities, ideas start appearing quickly. Capture them, format them and post them.

  • Different levels of planning suit different situations, depending on how organised you are, who is managing your content and how much you are relying on it to build your profile.

    For some people, knowing you post twice a week on set days with a few extra posts in between is enough structure. You know your topics and you create from there. This can work well when you are starting out.

    As content becomes a bigger part of how you are building your professional presence, more planning pays off. Avoiding repetition, making sure you are covering the right angles, and having a plan to come back to when things get busy are all good reasons to be more deliberate about it.

Module Resources

What you'll cover in this video:

  • Why content is what keeps you visible to the people who can help you get hired

  • How to figure out the right content format for you based on your personality and strengths (writing, video, photography)

  • What kind of content to share and how to make it useful to your audience, not just about you

  • Why posting consistently matters more than posting perfectly

Module 10 Activity

Please work through pages 108 – 111 of your Personal Branding Workbook.

NEXT MODULE

Module 11: leverage your personal pitch

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