Make content work for you, not vice versa

We're diving into the exciting world of leveraging LinkedIn and video to boost your business visibility. Today, I’m sharing insights from my recent group program, where we’ve been exploring how to make your content work harder for you through my COPE methodology—Create Once, Publish Everywhere. Not only are we talking about the importance of knowing your ideal client, but I’m also sharing real-world strategies that have been generating fantastic feedback from participants. We’ll discuss tools that can streamline your content creation process, making sure it serves you rather than the other way around. Plus, I’ll spill some beans about my recent adventures in Boston, where I’m soaking up the local culture (and maybe a donut or two!). Join me for actionable tips that can transform your approach to online visibility!

Boston, COPE & Donuts: How to Make Your LinkedIn Content Work Harder

Episode Summary

In this special on-the-road episode, Louise records from Boston, Massachusetts, sharing insights from Week 3 of her LinkedIn Profile Optimisation Programme.

She introduces the COPE methodology — Create Once, Publish Everywhere — and explains how to make your LinkedIn content work harder, not longer. Louise also reveals a surprising discovery about LinkedIn’s algorithm and why it’s starting to behave more like YouTube than Facebook.

Plus, she teases an upcoming deep dive into webinars — one of her most effective strategies for turning LinkedIn connections into email subscribers and clients.

And yes… there’s also talk of Dunkin’ Donuts, friendly Bostonians, and how to make your content as satisfying as a Boston cream.

🗝️ What You’ll Learn

1. What COPE really means: How to repurpose one piece of content into multiple formats and platforms.
2. Why your ideal client matters most: How to write for one person, not everyone.
3. How to make your LinkedIn content timeless: Why posts from five years ago are resurfacing — and what that means for your strategy.
4. How to solve real problems with your content: The shift from “what you want to say” to “what your audience needs to hear.”
5. Which AI tools to try: Descript, Gamma, and ChatGPT — and how to use them without getting overwhelmed.
6. Why webinars work: How they help you pull engaged followers off LinkedIn and onto your email list.

🧭 Key Takeaways

1. Create once, publish everywhere. Focus on getting more mileage from your best ideas instead of constantly creating new ones.
2. Your content should work for you, not the other way around.
3. LinkedIn is evolving. Older, relevant posts can resurface — so focus your topics on what you want to be known for.
4. Action trumps theory. Thinking time during calls (and in your own workflow) helps you implement what you learn.
5. Don’t fear AI. Use it to save time and amplify your voice, not replace it.

💬 Listener Challenge

Try the COPE exercise:

1. Choose one piece of content — a blog, video, or podcast.
2. Repurpose it into at least three new pieces (quotes, clips, a newsletter).
3. Tag Louise on LinkedIn and share your results using the hashtag #RaiseYourVisibility.

🗓️ Programme Mention

Want to experience this level of coaching live?

Louise is enrolling the next cohort of her LinkedIn Mastermind Programme starting January.

1. 12 weeks of live group training
2. $1,500 USD investment
3. Learn how to attract leads and sales from LinkedIn without the overwhelm

👉 Learn more at louisebrogan.com/mastermind

📍Episode Highlights

TimeTopic[00:00]Intro – From Boston with donuts 🍩[00:03]Programme success stories and Anna Marie’s testimonial[00:04]What COPE is and how to use it[00:05]Defining your ideal client and taking action live[00:07]LinkedIn’s algorithm surprise — 5-year-old posts performing again[00:09]Why relevance matters more than recency[00:10]AI tools that reduce overwhelm (Descript, Gamma, ChatGPT)[00:11]Webinar strategy teaser[00:12]Final thoughts: content should work for you[00:13]Upcoming events and closing from Boston

🌐 Connect with Louise

1. Website: louisebrogan.com
2. LinkedIn: linkedin.com/in/louisebrogan
3. YouTube: Raise Your Visibility Online
4. Join the Mastermind: louisebrogan.com/mastermind

☕ Fun Boston Bonus

Louise learns that Dunkin’ Donuts was born in Massachusetts — and yes, she plans to taste-test for research purposes.

This episode captures the essence of Louise Brogan’s work as she records from Boston, a city brimming with opportunity and charm. Her infectious enthusiasm for the local culture, including her quest to try Dunkin' Donuts, sets a lighthearted tone while she seamlessly transitions into the main subject: navigating LinkedIn for business growth. Louise shares reflections on her experiences at a marketing conference, emphasizing the value of community and connection in the B2B landscape. Her personal stories serve as a backdrop for discussing the importance of online visibility, making the content relatable and engaging for listeners. A significant focus of the episode is Louise’s group program, which has garnered positive feedback from participants. She highlights testimonials that articulate the tangible benefits of her coaching, showcasing how her teachings are transforming the way individuals perceive LinkedIn. This segment not only underscores her dedication to empowering others but also illustrates the real-world implications of her strategies. Louise’s ability to connect with her audience shines through as she shares her excitement about the growth participants are experiencing, creating a sense of camaraderie and shared purpose. Delving into actionable insights, Louise introduces her COPE methodology—Create Once, Publish Everywhere. This innovative approach encourages listeners to think critically about their content creation process, advocating for efficiency and strategic thinking. By encouraging her audience to identify their ideal clients and tailor their content accordingly, she demystifies the complexity often associated with social media marketing. The episode wraps up with practical advice on leveraging technology and tools that can enhance content reach and effectiveness, reinforcing the idea that content should serve the creator and not the other way around. Louise’s genuine passion for helping others navigate their online presence leaves listeners feeling inspired and equipped to take their next steps.

Takeaways:

1. Louise Brogan emphasizes the importance of knowing your ideal client to create impactful content.
2. The COPE methodology, which stands for Create Once, Publish Everywhere, maximizes content reach effectively.
3. Incorporating tools like Descript and AI can help streamline and enhance your content creation process.
4. The podcast highlights the value of real-time feedback in coaching programs for better learning outcomes.
5. Content should address actual client problems rather than being created for the sake of posting.
6. Louise invites listeners to join her group program, aiming to reduce overwhelm around using LinkedIn.