writing advice Archives

newsletter advice, newsletter marketing, newsletter tips, writing advice

5 Reasons to Make Your Newsletter the Heart of Your Content Strategy

Many creators don’t follow a newsletter content strategy — the framework that supports regular publishing. The roadmap with clear directions (and easy exits). The hub that links every piece.

I couldn’t have kept publishing 5-Minute Business Writing Tips without one. In the beginning, I struggled to create content while I worked part-time. I usually offered five points on a writing topic in a fixed listicle format — like I do now, but think “Ultra Slim-Fast” edition.

2013 was the year Pope Benedict XVI resigned, making way for the Argentinian Pope Francis. Among other notable events, Prince William and Princess Kate welcomed their first son, Prince George, and Disney released the hit animated movie “Frozen.” That March, Xi Jinping became president of China.

That same month, I launched my first newsletter. Since then, as of this writing, I’ve published roughly 163 issues. I changed email service providers once or twice afterward, and can’t point to the first issue. Here’s a sample I gave out at networking events that spring. Like an ex-boyfriend, it looked good at the time. 🙂

Now in its early teens, I can’t say that this newsletter hasn’t experienced an identity crisis lately. There’s some truth to the idea that we’re turning to the robots to answer “how tos” rather than blogs.

Research, however, tells me that in some cases, people still search for in-depth answers on some topics and are also interested in a “how I” angle — the lived experience AI can’t offer.

My newsletter has always played the starring role in my marketing. Ten years ago, when I converted my website to WordPress, it became more of a newsletter/blog and a focal point for a broader strategy. That single e-newsletter topic yields a blog, which then becomes a newsletter feature and a series of social media posts.

It’s not mere cutting and pasting — you reshape the content for each channel. If you have bigger plans, the possibilities stretch farther than you might expect.

Channel	Role
Blog post	The searchable, full story
Newsletter	The personal note, fresh angle, takeaway, and link
Social post	A hook, question, or insight that teases the topic
Future newsletter	I revisit or update the original post

Mike Kim calls it a “newsletter first” strategy. Mine is technically more “blog first,” because the newsletter features my latest blog. The newsletter and social posts are fleeting; the blog is the cornerstone.

The case for a focused strategy is building: among B2B marketers who said their content strategy improved results in the past year, 74 percent credited refining that strategy. For me, refinement meant deciding that one idea could do more than one job.

I’ve used the same approach with a long-term client, maintaining a steady publishing schedule without requiring a new topic for every channel.

Such a strategy not only keeps you going, it keeps the right clients finding you.

5 Newsletter Content Strategy Benefits Based on What I’ve Learned

1. It saves time on content creation and ideation. Automating the process, like with AI, can save more time. But that makes your content blend in. Adding your unique personality or flair (aka brand voice) takes time, yet the effort is more worthwhile for distinguishing who you are. You’ll also want to sprinkle in your knowledge and expertise, like research or insights you’ve gained.

2. It’s your platform. You may take your subscriber list anywhere. Much like a website, sitting directly in front of your audience gives you more control over who sees your writing. On social media and in search, algorithms make catching attention more of a gamble, much like investing in the companies themselves, both subject to their leaders’ whims.

3. Keeping it simple keeps you focused. Following a basic format, as I do with listicles, helps. But ease doesn’t mean effortless.

Yes, you worry less about creating, so you’re more likely to stick with a newsletter content strategy long-term. Though it feels like you must keep feeding a content Cookie Monster, think of your newsletter as a vehicle for sharing your expertise and building relationships.

And when life happens, it’s OK to step back. When I was slammed with work or busy caring for my mother, keeping up was tough. Even after she passed, I kept plugging away — because I felt I must get the next issue out on time.

Build a system simple enough to plan around, reuse content from, and return to without feeling like you’ve fallen behind (even if you have). When you’re busy, a minimum viable issue might be one helpful link, a brief update, or a thought-provoking question.

4. It builds trust. Publishing regularly — even when stuff happens — helps you meet your readers’ expectations. They know when they’ll get your newsletter and what they’ll get. That keeps them reading, and eventually, more likely to buy.

Building that relationship is something I help service providers do through consistent, well-crafted newsletters.

5. It builds relationships with readers — one word at a time — beyond numbers on a marketing dashboard. About 20 percent of my subscribers have been with me for five years or more. If you’re one of them, thank you for reading. And it’s always great when something you’ve written sparks a conversation.

An algorithm can’t take that direct line away from you. An established reader relationship also “pre-qualifies” customers so they know your values and approach before they decide to work with you.

The numbers can be important in gauging the quality of that relationship. Opens and clicks show which topics draw attention. Replies, repeat readers, and questions people ask tell you more about whether your content builds relationships.

Choose one or two business-relevant metrics and one human measure like reader replies to track over time.

What you want content to do	Better signal to watch
Build an owned audience	Net subscriber growth and unsubscribe pattern over several months
Create engagement	Thoughtful replies, forwarded emails, clicks to an important resource
Bring in prospects	Consultation inquiries, discovery call mentions, referral sources
Build trust	Repeat readers, client comments, referrals, and returning visitors
Improve efficiency	Number of useful assets or conversations generated from one core topic

The flip side of regular publishing is that it filters out the wrong clients (and readers). It’s a relationship built on permission. Someone who disagrees with your views or seeks different advice will likely unsubscribe. That’s not necessarily a loss. That’s how the email relationship process works.

But when they choose to stay, you have a chance to keep earning their attention.

Now that you know how one idea springboards a newsletter content strategy, how about getting started?

Explore how to make one idea do the work of five. Let’s build your newsletter strategy together.

discuss your project

If you’ve been reading this newsletter/blog for a while, I’d love to know: what keeps you coming back? Please leave a comment.

QUOTES

“People pay first with their attention. For us experts, this is an expensive acquisition. The fraction of those who keep paying attention will stay not because of what you know, but for how you think.”

~ Mike Kim, author, You Are the Brand

writing advice

Should You Use AI for Writing? 5 Risks Businesses Shouldn’t Ignore

What do you think surprised me the most about using AI for business writing?

1. It spews copy in seconds.

2. It can say Forbes published an article about author Marjorie Holmes.

3. It doesn’t always think critically or logically, or connect one idea to another without prompting.

If your answer was, “It can write a cold email like Bugs Bunny,” you get bonus points.

But if you guessed #3, you’re right. I had expected AI to be advanced enough beyond taking orders and make connections I hadn’t considered. Instead, I’ve sometimes found myself explaining to it why its own suggestion contradicts what I just told it.

As Spinal Tap’s Nigel Tufnel once said, “There’s such a fine line between clever and stupid.” And generative AI seems to straddle that line. You might also think of the fine line between “AI-assisted” and “AI-generated,” and wonder if it’s OK to mix both.

Should you use AI for writing in business? Magnifying glass hovers over questionable data.

If you use AI to write copy, you won’t spontaneously combust like one of the Tap’s drummers (though I can’t confirm that). But based on using generative AI and my 17+ years of professional content creation experience, I’ve learned you should know its limits and how they could limit your marketing.

Because right now, to turn AI output into quality copy, you need solid editing skills. It’s all part of the AI-U or “human in the loop” philosophy.

For professional services firms, the stakes are higher. Clients expect accurate information, and many professions impose standards of care or conduct. Once published, a polished mistake becomes your firm’s error.

AI is useful for behind-the-scenes tasks like outlining, summarizing, or transcribing. It also helps with lower-risk work such as drafting a follow-up email or a social media post.

If you write blogs or other long-form content for a professional services firm, here’s when you should be cautious about using AI.

5 Reasons Not to Rely on AI for Business Writing

1. When you can’t spot bad writing: In AI-generated content, the “i’s” are dotted and the “t’s” are crossed. But that gloss won’t reflect well on you if you don’t recognize well-written copy. You must have the judgment to know where to edit.

By default, without clear directions, generative AI commits many sins “The Elements of Style” warned us about, namely:

big words
overlong sentences
unnecessary words or sentences, especially when it restates what’s already implied
clichés or AI-isms (aka slop): comparisons like “start”/”stop” or “it’s about…”/”isn’t about…”; “machinations” like “unlock,” “drive,” or “elevate”

Despite what some people believe, good writing uses em dashes — just not too many. Guess where generative AI got that habit.

Beneath the sheen, AI writing also sometimes says little beyond what readers already know.

Example: “Writing engaging newsletter content is essential for keeping your subscribers interested and encouraging them to interact with your brand.”

It’s a clone of your style — more like the android version. The writing resembles you, but lacks your soul — the personality behind your brand — what makes your writing uniquely “you.”

Despite clear prompts, AI is also like that friend who promises not to tell all, but spills anyway. For instance, if you ask AI to write promo for a blog post without giving away everything (known as a curiosity gap), it often spoils the surprise.

Across generative AI platforms, much of the output is similar: writing that reads well, but lacks impact. Knowing the difference between good and bad writing is crucial for creating interesting copy that inspires action.

2. When logic doesn’t make sense: Is the reasoning sound? Does the conclusion follow from the premise?

An AI suggestion can sound reasonable on its own yet lack sense in context or within the bigger picture.

Example: I use AI mainly for editing, which includes checking for missing information.

For a LinkedIn post about avoiding clichés, I told Claude the pointing-finger emoji (👉) is overused. It then suggested the same emoji in later drafts.

Another example: Commenting on an e-newsletter draft promoting my blog about professional services brand messaging, it suggested the same buying triggers apply to service providers and retailers. My blog posits the opposite — that service businesses should be sold differently.

3. When you don’t question the answer: You might have heard that you shouldn’t believe everything you read. Critical thinking questions assumptions and prompts you to double-check claims before accepting them as true.

Logic asks, “Does this conclusion follow?” Critical thinking asks, “Should I believe the premise in the first place?

Example: While editing a post about building credibility with content, Claude suggested I add “(No LLMs used in my client work)” in the call to action to address objections. That opposed my argument about accuracy and honesty, potentially undermining my credibility, as I mainly use LLMs while editing and for blog post images.

4. When you skip the fine print: In professional services fields, accuracy is vital, whether you’re describing tax law, estate planning clauses, or measles symptoms. Generative AI can make things up. Be especially cautious when it doesn’t cite its sources.

When I asked it for quotes, Perplexity, which is usually accurate, would sometimes misattribute or fabricate them entirely.

Example: “Don’t look for love to complete you. Look for someone who complements the wholeness you are already claiming in yourself.” – Atticus

The wrong data doesn’t just look bad — it can create professional and legal risks. Recently, attorneys in Florida and Minnesota have been sanctioned for providing false AI-generated information in legal briefs.

5. When you have questions about the risks of AI use: If you worry that if you use AI, you’ll plagiarize, lose client trust if people notice, or breach client confidentiality, it might not be for you.

When AI use affects trust: Bynder found that 52 percent of consumers disengage from content they suspect is AI-generated.

A 2025 University of Kansas study found that news releases attributed to a human author were rated more credible and the organization more trustworthy than identical AI-attributed releases.

The researchers suggest AI content creators be transparent about its use, take responsibility for any mistakes, edit carefully, and prepare for reader questions or pushback.

AI can produce surprisingly empathic responses. In a study comparing brief responses from Bing Chat and anonymous online strangers, AI-generated replies made participants feel more heard. But their answers changed when they knew the reply came from AI.

Its empathic communication also isn’t rooted in feelings or experiences.

When AI use creates privacy or confidentiality risks: Feeding AI nonpublic client data, like buying habits, can breach client confidentiality in certain industries.
When AI use affects ownership: The U.S. Copyright Office says copyright doesn’t protect purely AI-generated material. An AI-assisted work might still receive protection when a human contributes original expression through creative selection, arrangement, or modification; prompts alone usually don’t establish human authorship.

3 Steps to Take Before You Cut and Paste

1. Check the tool’s current business/privacy terms, data-retention settings, vendor agreement, and your professional obligations.

2. Establish who may use AI, for which tasks, and who signs off before publication.

3. Unless your organization has approved the tool and its data settings, don’t enter confidential client information into a public AI tool, including:

Personally identifying information (such as a name, address, or date of birth)
Unpublished strategy
Contracts
Medical information
Financial records
Proprietary material

An enterprise or business tool might have different data controls and terms.

Should You Use AI For Writing?

AI delivers drafts in seconds. It can’t take responsibility for what those drafts say.

That’s still your job.

For important public-facing content like email campaigns, articles, website copy, or anything else tied closely to your reputation, the right judgment isn’t optional. It’s the quality-control step that protects your brand image.

Let me be the human in your content process, making sure your copy sounds like you to enhance trust and credibility.

GET my FREE CONTENT REVIEW

Do you use AI for your business writing? If so, how? Share your experience in the comments.

QUOTES

“Where AI was found to come up short is in critical thinking and logic, originality, and contextual judgment, with perception studies showing human‑written content scoring dramatically higher on trust and brand resonance than AI‑generated pieces.”

~ David Deutsch, This Beats Both Human Copy and AI Copy

brand messaging strategy, brand voice, branding, writing advice

5 Reasons Why Your Professional Services Branding is Failing (And How to Fix It)

In 2026, clients don’t hire professional service firms because they provide helpful information. Studies show they hire based on trust and specific outcomes.

Another major factor in your content marketing visibility: search and social algorithms now emphasize authority, experience, and engagement. They’re key ingredients for building the trust that influences clients to buy.

Search: It’s now “answer-driven.” Google’s AI search penalizes content that lacks a distinct point of view. Traditional SEO also focuses on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
Social: The LinkedIn algorithm favors trending topics that keep people talking and show your expertise. Lots of “likes” or frequent posting are no longer enough.

So, to win at the content marketing game now, service providers must rise above the sameness that has become standard since before ChatGPT came to town.

Use building trust as framing for how you speak to clients.

You might remember the adage that you have only a few seconds to make a good impression. If you lead with “white bread” copy, you’ve already lost them. Beyond trust building, speaking in a clear voice makes clients curious enough to listen for what they can expect from working with you.

Five Reasons Your Messaging is Invisible

The “same” game: Picture a prospect with six websites open in six tabs. Four of them promise “quality service.” By tab three, the words stop registering — she’s scanning for the promise that shields her business from creditors.

Just because others use stock phrases, it doesn’t mean you should, too. Do they really apply to you or your firm, anyway?

Think less about what you do and more about how you solve clients’ problems. Dig into the details of what you offer.

68% of companies report that brand consistency added 10 to 20% to their revenue growth.
Designrush

Words or strategy?: Professional service firms often treat their website as a digital brochure rather than a sales system or funnel.

Rewriting your homepage copy won’t necessarily fix a failing professional services branding strategy. Part of your strategy is showing the value you offer clients, which helps them trust you. You can convey that in your wording and branding, but it also helps to know the psychological reasons why your clients buy.

Beyond the benefits of working with you, consider how you frame them.

It’s also OK to use emotion to appeal to clients — even in more “buttoned up” industries like law — because we tend to buy based on our feelings, which we back up later with reasoning. No emojis or exclamation points required.

The invisible ideal customer persona (ICP): Professional services branding positioning problems often stem from unclear targeting: when there’s no ICP or one built on gut feelings, not data.

A homepage that tries to speak to a retiring business owner and a young couple writing their first will at the same time ends up speaking clearly to neither.

Who do you help? Define who you serve and narrow your focus. Every engagement is unique: your brand must adapt to different client challenges without losing its voice. Talk to clients and research what they struggle with for a clearer picture of who they are and the problems they want to solve.

Companies with clearly defined ICPs see up to 36% higher conversion rates and 68% higher ROI on targeted campaigns.
CXL

Cognitive load: If you cram eight ideas into 250 words, your readers will look elsewhere. The most authoritative firms explain complex ideas in simple terms.

Here’s an example of a brain-straining tagline:

I work with professionals whose voices have been buried in corporate noise or dismissed as “not strategic enough” — where their expertise is real, but their ability to communicate it doesn’t make an impact. I find what blocks them and help translate their knowledge into clear, confident messaging that positions them as an authority.

A revision that focuses on the outcome:

I help professionals whose voices have been quieted amplify their authority.

Especially with taglines, KISS (keep it simple, stupid) and tell later when you have more room in your article, your book, or your podcast.

Readers decide in the first five seconds whether content is worth reading.
elevation marketing

The AI-voice liability: clichés like “In today’s fast-paced world” or “Unlock your potential” don’t just harm your reputation. Using AI can raise privacy concerns, strain client confidentiality, and put you at odds with industry standards of disclosure.

Designing a Messaging Moat

You’re not the Coca-Cola of consultants. Buyers don’t want a “full-service” firm. They want one that understands their challenges.

Before the Industrial Age, everything was handmade, from the food people ate to the clothing they wore. Professional service firms work the same way. They offer custom services, not mass-produced products.

Professional services sell on outcomes and behavior. A professional services brand strategy should focus on showing specific results clients can expect, not vague benefits, like how your service works (as in product marketing). Emphasize what you deliver regularly — busy or not.

Example: We foster brand engagement.
Reframed: We stop your website from sounding like everyone else’s.

Questions to Ask to Show Your Expertise

What do you do consistently well that no one else does?
How did you solve that problem for someone? (Reviews are often a popular way to show how, but you don’t have to name names. You can do this in a way that protects client confidentiality.)

“Whatever it is, it should be authentic, valuable, and hard for others to claim.”
brandrusso

If your messaging is vague, you attract the wrong people, wasting time on discovery calls with “looky-loos.” If you resemble everyone else, you must compete on everything, including price. You become the product, not the service provider.

So, don’t be like white bread. Add some flavor to your marketing mix that reflects who you are, like the nuttiness of rye or the tanginess of pumpernickel.

Lean into your authentic voice; don’t be afraid to say what you think rather than playing it safe by stifling an unpopular opinion in your industry. Whether or not people agree with you, as a thought leader, part of standing out is being brave enough to get attention.

Professional Services Branding FAQs

1. What is an example of service branding?

The famous consulting firm McKinsey & Company is a prime example of service branding. Their reputation lets them command premium prices.

McKinsey doesn’t say “We provide quality consulting services.” They call themselves “The world’s most distinguished firm of management consultants” that creates “the change that matters.” Their proprietary research (like the McKinsey 7S Model) backs their expertise.

That’s what professional services branding should look like: specific positioning + demonstrated expertise + measurable outcomes.

McKinsey has also faced controversy, like when they consulted for Purdue Pharma, maker of OxyContin. But despite the scandals, corporate executives and government officials keep seeking McKinsey for advice.

2. What are the 7Ps of service marketing?

To help you define the quality behind your services, this model expands on the 4Ps of marketing:

1. Product: The service being offered (consulting, accounting, law practice, etc.): the behavior and outcomes customers can expect.
2. Price: The value clients will get for the service, priced based on the custom results a firm delivers, which can include subscriptions or tiered packages.
3. Place: Where a firm delivers the service (online, in-home, in an office, etc.).
4. Promotion: How a firm markets its services to its ideal clients (online ads, direct mail, word-of-mouth).
5. People: The providers or staff who work with clients, which affects their overall experience.
6. Process: How the firm delivers its services.
7. Physical evidence: Where and how the firm delivers its service.

Your Messaging Audit Test

If your content fails these, you have less of a writing problem and more of a strategic positioning problem.

Does this content communicate our custom service approach or could 100 other firms have written it?
Does this reflect our expertise and knowledge or generic industry jargon?
Do we show how we solve the problems our ICP faces?

Building trust is a core part of a professional services brand strategy, but you must communicate the results you bring in a way so that your clients will remember you when they need you.

Now that you have the framework to assess your professional services brand strategy, see how to solve your ideal customer’s problems without straining their brain.

Make the services you deliver to clients distinct.

show me how to stand out now

Which piece of corporate-speak would you ban from your industry’s websites forever?

QUOTES

“Professional services brands are built on the behavior of the people in your firm. That means you have limited control over your ‘product.’ The result is that an important focus must be placed on getting consistency in the quality of service your firm delivers.”

~ Lee Fredricksen, Hinge Marketing

“Too many B2B companies blend in because they claim the same things—great customer service, high-quality products, innovative solutions. These are the industry status quo, not differentiators. When everyone sounds the same, no one stands out.”

~ Jaci Russo, brandRUSSO

content repurposing, writing advice

Stop the Waste: 5 Content Repurposing Strategies That Work

If your publishing deadline was yesterday, content repurposing strategies help you catch up and maximize your efforts. Beyond reposting, everything from PowerPoints to white papers can become videos or other creations. An eye for design turns plain text into enticing flyers, posters, or infographics.

Case in point: this blog. The original version from Oct. 2022 was under 500 words and featured a generic stock photo. It wasn’t optimized, nor did it cover what people search for on this topic. The call to action was weak, too.

The update is less of a makeover and more of a new start. It needed that much work. But that’s another repurposing approach: molding the existing “clay” into a clear shape. In this case, I turned a blob into a pentagon to make the content more interesting and less generic, which is crucial for rising above AI slop and gaining more leads.

What is an example of content repurposing?

Using a paragraph from a report as a quote in a graphic featured in an e-newsletter

Turning an email into a Reddit post

5 Content Repurposing Strategies That Help You Stop Wasting Content (and Time)

My original blog on content repurposing strategies with shorter tips and a stock image.

1. Find your repurpose – Two common content repurposing strategies are timeliness and popularity.

What makes the most sense to follow can depend on your business goals.

Example: An old blog about sharpening widgets is suitable for a refresh if you’re about to sell a gadget to sharpen them.

Seasonal content is also easy to reuse because it often doesn’t need many changes.

Metrics like these can reveal a winner:

pageviews
opens
shares
replies
leads
click-throughs

For instance, the original version of this blog sparked newsletter sign-ups and earned a decent open rate (33 percent). But the information gaps left room for improvement.

2. Tools and workflows – A basic standard operating procedure (SOP), template, or outline gives you a head start and helps you repeat the system. Based on the type of content, your plan may vary.

When I revisited this blog, I researched questions people ask, including overlooked subtopics. Then I used my blog creation SOP to rework the draft and considered missing information. I also reviewed the quality of the text and images.

AI aids in research, analyzing metrics, and choosing the angle or direction.

Graphics editors like Adobe Photoshop and Canva (especially with its many templates) offer inspiration, as can swipe files or libraries of proven copy.

3. Reframing without the SEO pain – Sometimes, cutting and pasting something published online elsewhere “as is” can work against you. It’s more of a repost than a repurpose.

Duplicate web content can get kicked out of Google. (Ask me how I know.) Try to trim or adapt the copy instead. If much of the new piece is the same, like a republished blog, link to the original post at the top and bottom, so Google knows which version is the canonical link, or primary version, for indexing.

If you’re cross-posting to Medium or LinkedIn, use their built-in “canonical URL” settings to ensure Google sees your website as the main source.

Get creative, because you have options. Vary the message. Consider changing the format, angle, or depth.

4. Adapting for different platforms – You might know you want to recycle a video script, but how do you decide what to turn it into? Popularity can guide your decision, which could also depend on your target audience and platform.

With a few tweaks, the script might become a well-received speech or a podcast. It’s like deciding what to post on LinkedIn versus X/Twitter. The audience and the feel differ slightly. One style doesn’t always work the same elsewhere.

I’ve reused my e-newsletter content as:

a blog (linked from the e-newsletter)
listicle infographics
videos
lead-generating LinkedIn posts

What you change also depends on the tone, length, and structure. You don’t need to reinvent the wheel, but it doesn’t hurt to redesign it to get you to your destination faster.

Once you’ve finished creating content, don’t let the value end there. Use these strategies for repurposing content in newsletters.

5. Track your changes – Measuring which content nets leads, impressions, engagement, or click-throughs helps you see what to double-down on, and can inspire new ways to reuse it.

Your decision doesn’t always have to be based on popularity. It can be based on the potential to gain more traffic, which is why I reworked this blog.

Tracking engagement might involve checking Google Analytics or adding UTM codes to links. Generally, links at the top of an article or newsletter, where readers tend to look first, could outperform those in the middle or at the end. Also, the results can vary by the platform. Orbit Media offers a useful UTM code formatting tool.

When you consider content to repurpose, to make it worthwhile, remember to assess:

Its popularity or potential.
If it fits your current marketing goals.
Whether the topic is timely (in the news, tied to an upcoming holiday, anniversary, etc.).
If you have templates, tools, or a process to recreate it efficiently, because it could require more work than it does at first glance. Think “reframe” (a piece), not “revamp” (the whole or time sink).

To get seen, it doesn’t have to be green. It can even be evergreen. If it looks like it has “curb appeal,” anything you’ve already created is fair game.

The right repurposing strategy turns past efforts into future action — so your best work keeps working.

get a free content audit

How do you repurpose your content? Feel free to comment further below.

Content Repurposing Strategies FAQs

1. How often should I repurpose content?

You might worry that reusing content often will overwhelm you, your team, or your audience. The four steps above can guide you. There’s no limit to how often you should repurpose content because you’re turning something old into something new — even if it revisits a familiar theme.

2. How does a content repurposing workflow work?

After you decide what to repurpose, this is the next step. A basic workflow:

▪️ Decide what form the content will take. Where your target audience spends time can guide you. If redoing the whole rather than tweaking parts could get stronger results, rethink the effort or adjust accordingly.
▪️ Plan how you’ll transform the content or where it will appear.
▪️ Adapt it to the platform or medium. Tools or templates can be specific to the platform or media (like video editors for videos).
▪️ Make sure the final content aligns with your business goals and brand voice. For larger firms, a style guide helps maintain consistency.

3. How do you handle repurposing one idea across multiple platforms?

If you’ve never recycled content, it can be hard to decide what to recreate and how, let alone posting it to several places. Some methods take more time and effort. An easy starting point is a “cross-posting” method that involves few changes.

Example: Reposting a short video made for YouTube to LinkedIn. Shorts generally already have captions included, so you might need to make only a few edits for length or to rewrite the video description into a LinkedIn post that features the clip.

4. How do you repurpose long-form content into short, engaging social media posts?

Example: Take one section, idea, quote, or clip from a 2,000-word blog and turn it into a social post. Think “bite-size” takeaway, not a full summary, which can overwhelm readers. Ask yourself, “What’s the most attention-getting point?” Again, the four steps above can help you narrow down your options.

In the process, you might need to make a new opener, a new ending, or other changes. For text-based posts, an eye-catching image from the blog — or a new one — can draw attention.

QUOTES

“Rather than waste or eliminate items which you don’t currently use, discover a new way to improve and enjoy their value.”

~ Susan C. Young

“Content repurposing is about getting the maximum return from every single piece of content you create. Content repurposing can take many forms, and there are lots of different and creative ways you can repurpose your content, but every content creator must repurpose.”

~ Amy Woods

brand voice, branding, writing advice

5 Brand Voice Errors That Cost Customers: A Decision-Maker’s Playbook

If you sing that tagline that looks “pitch perfect” on paper in the wrong key, your brand voice will strike some sour notes.

That happens when:

You copy a competitor’s writing style
Too many writers spoil the broth
You use AI-generated copy “as-is”
You write like you think you should sound

Any person or AI can write content that passes spelling and grammar checks. But does it make sense? Are the chords you’re striking resonating with your audience?

If not, your writing voice might be missing a vital ingredient — authenticity — language your readers understand that sounds like you. That humanity — or lack thereof — can decide if your content marketing lives or dies.

Because your brand voice communicates your business’s unique tone and personality — it’s what makes you stand out.

Here’s how to breathe life into dull copy through writing in your own brand voice.

How to Write in Your Brand Voice to Stop Losing Authority to AI Noise

1. Failure: Messaging Derails at Scale

What it looks like: Different teams drafted proposals, web pages, and emails that sound exactly like they were written — by different people.
Why it costs money: Mixed messages erode credibility and can lower sales and response rates.

Before → After:

Before: “We know payroll.”
After: “We cut payroll errors by 80 percent.”

Fix:

Make a one-page brand voice cheatsheet that pinpoints a client outcome you deliver.
Audit your content to spot message drift and fix top offenders.

Stats to track: response rate, conversion rate, sales cycle length.

2. Failure: Tone Mismatch

What it looks like: Copy sounds casual when buyers expect authority — or formal when buyers want warmth.
Why it costs money: A misaligned brand voice increases buyer friction; prospects bail because they don’t trust you.

Before → After:

Before: “We’re here to help and make stuff easy.”
After (for corporate buyers): “We reduce vendor risk with documented processes and a 30-day onboarding plan.”

Fix: Map 1–2 buyer personas → select a primary tone → spot the drift.

Stats to track: bounce rates and time on page by persona landing page.

3. Failure: Flunking the “Trust Test”

What it looks like: Grammatically correct content that lacks depth and details. It reads like it was generated, not genuine.
Why it costs money: Visitors can distrust robotic writing. Even if it ranks in search, it can fail to convert. Prospects bounce or second-guess credibility, especially in trust-based industries like finance, law, and consulting.

Before → After:

Before: “We help businesses achieve growth through innovative, client-focused solutions.”
After: “When your inbox overflows and revenue stalls, we help you spot what’s slowing growth — and fix it fast.”

Fix: Check for humanity — have a real reader mark any line that could have come from anyone.

The three-minute gut check:

Could this sentence appear on a competitor’s site? If yes, make it personal (a client example or a unique process).
Would you ever say it aloud?
Does it reveal anything about your team or clients?

Add specifics: proof points, brand wording, and emotional cues (verbs, metaphors, sensory phrasing).

If it suits your brand voice, show some personality. “Being yourself” makes your writing lively and engaging — that includes aiming for a laugh now and then. Humor is sometimes tricky and subjective, but if you handle it well, it comes across well.

Don’t strain to sound like how you think you should sound. Otherwise, your writing might become stiff and formal, lapsing into the passive voice and businessese. Don’t catch those conditions.

Stats to track: Engagement: dwell time, scroll depth, and CTA clicks.

Scroll depth (aim: +20%)
Time on page (aim: +15%)
Conversion on content downloads or consultations (aim: +10–30%)

Prime Example

To spotlight the issue of homeless dogs and promote more adoptions, a Pedigree ad campaign informed listeners about the loyalty of a shelter pet. Pedigree promoted the bond by offering a welcome home care kit.

The ad ended with a question about whether a music streaming listener wanted to know what was included in the gift set. It encouraged a spoken reply, which could be understood through interactive audio advertising technology.

Those who expressed interest heard detailed information and were redirected to a landing page. For other answers, the ad told listeners how to learn more about supporting shelter pets. The approachable, yet energetic brand voice earned a 35 percent response rate.

AI can mimic form, but authentic explanations and storytelling in a human voice can outperform hype or cookie-cutter copy.

4. Failure: Jargon and Feature-First Content

What it looks like: Long lists of features, certifications, or acronyms — little about outcomes: proclaiming, rather than explaining.
Why it costs money: Buyers can’t see the result or return on investment (ROI), so they shop on price or delay the decision.

Before → After:

Before: “Certified X, API-integrated, SOC2 compliant.”
After: “Cut invoice processing time in half and free up staffing hours every week.”

Fix: Convert every feature bullet to an outcome sentence using the FAB formula: Features → Advantages → Benefits.

Stats to track: demo requests, time to first meaningful interaction, average deal size.

Example: Clarity and genuine tone outperform inflated marketing claims. MECLABS frames this as a scientific principle: messages that match the way teams naturally explain their value are more credible and convert at higher rates.

5. Failure: Weak or Missing Next Steps

What it looks like: Copy that doesn’t offer benefits or asks only to “Contact us.”
Why it costs money: Prospects who could click stop right there.

Before → After:

Before: “Contact us to learn more.”
After: “Book a free 15-minute voice audit and get one paragraph rewritten with notes for improvement.”

Fix: Add specific, low-risk calls-to-action (audit, sample rewrite, price ranges).

Stats to track: CTA click-through rate and audit-to-project conversion.

Writing in Your Own Brand Voice FAQs

When should I hire a professional writer versus doing it in-house?

If you doubt your abilities, hiring a pro (like me) can relieve the burden.

Hire a pro when:

▪️ You’re losing leads or conversions
▪️ You lack time for testing
▪️ You need a consistent voice across your content

If it’s a one-off page and you can do A/B testing, you can do it yourself. When in doubt, run the three-minute gut check first.

What key performance indicators (KPIs) should I track to know if a voice change improved leads?

Core KPIs:

▪️ CTA click-through rate (headline → contact)
▪️ Contact form completion rate
▪️ Demo/consult booking rate
▪️ Bounce rate on paid landing pages
▪️ Proposal acceptance rate

Which pages should I favor for a voice overhaul to get the biggest ROI?

What to fix first (biggest ROI, in order):

▪️ Homepage/Hero: The first impression; it affects many visitors and paid traffic. Measure: CTA click-through rate; contact form conversions.
▪️ Pricing/Services Page: Clears buyer friction and pre-qualifies leads. Measure: demo requests, time on page, bounce on pricing.
▪️ Primary Landing Pages (from ads or top-performing blogs): high intent; minor changes can multiply paid ROI. Measure: conversion rate, cost per lead.
▪️ Key Service Pages/Case Studies: These show proof and outcomes and help close. Measure: proposal requests and acceptance rates.
▪️ Sales/Proposal Templates & Email Sequences: Converts interested prospects into booked calls. Measure: reply rate, demo show rate.

How to choose between pages: score each page 1–5 on Impact (revenue upside) × Traffic (visitors) × Ease (time to implement); prioritize the highest total score.

How do I know when it’s time to rewrite instead of just edit?

▪️ Your conversions drop
▪️ Your tone or messaging is inconsistent
▪️ Your message no longer fits your brand direction

Get a rewrite-readiness score with a free content audit.

What deliverables and measurable results should a professional rewrite include?

A strong rewrite package ties scope to measurable outcomes.

▪️ Typical deliverables: a short audit of the existing page, 1–2 draft versions of the rewrite, on-request light SEO alignment (headlines, meta), and 1–2 rounds of revisions.
▪️ Process and timing: audit (1–3 days), first draft (3–7 business days), final delivery after revisions (depending on scope).
▪️ Measurable results to expect and test: headline → CTA click-through rate, contact form completion rate, demo/bookings, and bounce on paid landing pages.

When you sound less like AI and more like a person, the results will become clearer in more click-throughs or responses.

If you’re not used to showing up as yourself on the page, your first attempts can be rough. And if you haven’t thought through who your business is (or wants to be), you might not always know what your brand voice is — or how to write in it to get results.

That’s why following a guide or having someone there to show you can help your wording land with the right clients — those who will value you and your work.

Find out where to improve your brand voice.

get a free content audit

What has helped you write in your own voice? Leave a comment.

QUOTES

“If you are not afraid of the voices inside you, you will not fear the critics outside you.” ~ Natalie Goldberg

“When you find your authentic voice, it’s like stepping into a comfortable pair of shoes. The rhythm and pacing of your words feel right, as if they’re meant just for you.” ~ Shirley Kawa-Jump