As a small business owner or consultant, creating consistent marketing content can feel like yet another task on your already long to-do list. That’s why I invited Sally Loftus, an expert in human resources and organizational improvement, to share her practical approach to using themes to simplify content creation.

By organizing her marketing around key topics tied to her work, she developed a system that keeps her messaging clear and aligned with her audience’s needs throughout the year.  Whether you’re a one-person operation or managing a team, her tips are easy to adapt and implement.

Use Themes to Anchor Your Marketing: Sally structures her marketing around a few central themes tied to her expertise. This helps her create consistent, targeted content throughout the year that speaks to her audience's evolving needs.

Adapt to Timing and Trends: By aligning her themes with seasonal shifts and key industry dates, Sally ensures her content stays relevant and timely, such as focusing on pay equity during Equal Pay Day or lighter topics during summer months.

Repurpose and Recycle Content: Long-form pieces, like blogs or newsletters, serve as a foundation. Sally breaks them into bite-sized content for social media, email, and other platforms, maximizing visibility without constantly reinventing the wheel.

Tailor Content for Each Platform: Recognizing different audience preferences, Sally adapts her content for platforms like LinkedIn (professional tone), Instagram (personal and visual), and YouTube (a mix of short and long videos).

Engagement Fuels Visibility: Sally emphasizes the importance of being active on social media—commenting, sharing, and reacting—to boost her content’s reach. Regular updates to older content with new insights also help maintain its relevance.

With thoughtful planning and a touch of creativity, your marketing can feel less like juggling torches and more like conducting a symphony.

About Sally