How to Repeat Content Topics Strategically

Dear founders, if you're afraid of 'repeating yourself' in your content...you are missing the point entirely. And you're playing the LinkedIn game on HARD mode. Let's stop this madness (so you can get more distribution, faster). When I was playing basketball growing up, if we found a winning play, we’d run it over and over and over again. It stayed in the playbook until the opponent figured it out. Apply the same approach to your content strategy. When you find a winner, put it in your playbook. Use it again and again, until your opponent—in this case, the algorithm—starts to figure you out. For example, I’ve observed across thousands of posts for clients that Origin Story posts always over-perform. Readers love getting an inside look at how you founded your company. So we’ll typically run this post first with new clients. Of course, even with a winning play, you want to be smart with how often you use it. If you run the same play every time down the court, the defense will pick up on it. With content, the fear of ‘repetition’ is overblown. That said, I’m not asking you to post the same thing in the same format every single day. Back to that Origin Story example. We know it works well. So we’ll run it again in ~2-3 months as a way to reintroduce the founder to all of their new audience members. Origin Story posts have a place in our playbook. They still work, though if they started to fade, we’d look to replace it with a new play. The point I’m trying to drill into your mind with this piece: building your Content Playbook eliminates the random chance from social media growth. As you post more—and gather more data points—you start to become more confident in what type of content works. You might have started with one out of five posts performing above baseline. Now, 3 months in, you're finding that five out of five are performing above baseline. And now, your baseline content performance has increased. You then start the cycle again, trying to beat your new floor with improved plays. This goes on and on and on and is how you content to get in front of more potential buyers over time. But remember, you’ll never get here if you let your fear of ‘repeating yourself’ get in the way.

The average B2B buyer consumes 15-16 pieces of your content before booking a sales call That's what we discovered after analyzing content engagement patterns across 120+ founders. Most founders publish content randomly. But consistent repetition of key messages drives results. Here's how we generated 1M+ impressions and 13K followers in 60 days for a fintech startup: 1. Map the discovery journey • Identify common entry points • Track content consumption paths • Note key decision triggers 2. Create content sequences • Answer initial questions first • Build trust through case studies • Address objections proactively 3. Design clear next steps • Guide readers to related content • Showcase proof points strategically • Make value proposition crystal clear Repeat yourself, a lot • Your core message needs 7-8 variations • Each variation should highlight different angles • Most founders stop after 2-3 posts on a topic Think your audience will get tired of hearing the same message? You’re insane to think your entire audience will see every single post. Most followers only see 20-30% of what you share So when you get on a call • Prospects arrive at sales calls 75% pre-sold • Sales cycles shortened by 40% • Higher quality conversations from day one Our most successful clients tell the same core story repeatedly - just from different angles. Want to see the exact content journey map we use to drive qualified leads? DM me. We're sharing our framework with the next 5 founders we work with. If you’re into that kind of thing

I guarantee you're not repeating your message enough. As PR people, we obsess over creativity and fresh angles. But each new pitch, byline, or campaign should reinforce your core message for your core audience. Remember: ▪️ Most people will miss your content the first time around. Repost, reshare, redistribute as much as you can. ▪️ If you're sick of saying something, your audience is probably just starting to hear it. ▪️ Consistency builds brand recognition. That "ah, that's the company that does X" moment only happens after repeated exposure. Identify the one thing you want you/your company to be known for, and subtly weave it into every communication touchpoint. It doesn't need to be overt, but it must be consistent.