7 Effective Strategies for Content Creation for Non-Writers + Bonus

If you've ever thought, 'I'm not a writer,' or questioned, 'What unique insights can I offer?' you're certainly not alone. I too struggle with this very question. But what I have learned is the secret to standing out on LinkedIn lies in effectively leveraging what's already within your grasp. This doesn't necessarily mean starting from zero but rather creatively utilizing various formats and techniques to share your expertise in ways that delight and inform your key audience.

Remember, compelling content on LinkedIn isn’t limited to lengthy articles or crying CEOs. It’s about making your knowledge visible and enticing enough to build your credibility. Staying top of mind with your ideal audience is the name of the game.

A prevalent challenge for my clients in the professional service business space is how to use LinkedIn to earn thought leadership and ultimately boost visibility in a positive light. With an increasingly crowded LinkedIn newsfeed, standing out among a sea of professionals posting all kinds of *crap* demands more than just maintaining a profile. It calls for a strategic approach to content creation, engagement, and networking.

Creating useful content on LinkedIn involves translating your professional insights, stories, and experiences into material that’s not only engaging but also highly relevant to your audience.

LinkedIn offers a platform for any professional committed to making a significant impact in their field of expertise – the choice is yours to seize this opportunity.

Strategy 1: Delivering Value

Effective content hinges on more than just its substance; it’s about the value it imparts to your audience. The initial, crucial step involves thoroughly understanding your audience and what matters to them.

Once you have a clear picture of your audience, the next essential step is gaining insight into their challenges, problems, and pain points.

A value-driven approach is about empathy and deep comprehension of these issues. Your content should offer insights that strike a chord with them. Focus on demonstrating your understanding rather than leading with your solutions, establishing yourself as a go-to source for insights and solutions.

Strategy 2: Feeling the Pain

Content marketing isn’t just about putting information out there; it's about ensuring that what you share hits home with your audience.

I highly value Keenan's GAP Selling framework for this purpose. This approach, detailed in his book "GAP Selling," is about pinpointing the problem, its root cause, and its overall impact. Using this framework in your content strategy ensures that your efforts target these key issues effectively, enhancing relevance and impact.

Remember, if your content doesn’t resonate with your audience’s needs and challenges, it loses its potential to engage and influence. It's like talking to yourself in the corner of the room. Applying the principles of GAP Selling to your content strategy ensures your audience sees, feels, and acts upon what you publish.

Strategy 3: Speaking to that "One Person"

When creating business-building content, think of it as communicating a message for one specific person who embodies your ideal audience. This "one person" approach is central to creating content that's not just relevant but also impactful. It's about making your content resonate on a personal level. Picture this individual in your mind - their interests, challenges, and professional needs. By aligning your content with what's pertinent to them, you're not just addressing a group; you're connecting with individuals. 

This strategy goes beyond merely selecting topics. It involves fine-tuning your content's tone, style, and presentation to match this ideal person's preferences and expectations. When your content speaks directly and personally, it doesn't just get noticed; it engages and forms a stronger, more meaningful connection.

Strategy 4: Diversifying Content Formats

Diversifying content formats is a strategic approach to ensure your message reaches your audience in the format and place where they prefer to consume content.

This concept is best illustrated through an example of an article I published on Forbes. To extend its reach, the article was adapted for my LinkedIn newsletter, where each subscriber receives direct notifications and emails for new editions. It was also converted to a video and published on my YouTube channel and provided as a masterclass presentation.

In another example, a LinkedIn newsletter I publish for one of my client's caught their customer's attention, who had not seen the original article on their blog. Intrigued, they requested the content in a PDF format. Responding to this need, the article was then transformed into an eBook, further enhancing its value and accessibility. And the eBook found its place back on the client’s website in the resource section.

This cycle of repurposing and adapting content across different formats – from a blog post to a newsletter to an eBook – demonstrates the effectiveness of meeting your audience where they are. By diversifying the formats of your content, you cater to varied preferences, ensuring your message resonates with a wider audience across different mediums.

Strategy 5: Leveraging Artificial Intelligence and Productivity Tools

Making use of AI and productivity tools for content creation, it’s crucial to remember that these are simply tools, not complete solutions.

To put it in context, consider ChatGPT similar to working with a competent intern who requires guidance and feedback.

Let me repeat this - ChatGPT is a tool, not a solution! 

AI is useful for generating ideas and assisting with minor editing, but the essence and authenticity of your content should always stem from you with your unique voice. An over-reliance on AI can dilute the personal touch essential for genuine engagement.

Remember, unedited content produced solely with ChatGPT lacks emotion.

Similarly, other productivity tools — such as text expanders like Magical AI, video capture software like Loom, and search tools — augment your workflow. These tools boost efficiency but should never overshadow your creative input and expertise.

I share some of my favorite tools on my website’s resource page explaining their role in my content strategy. Smart tool utilization means ensuring each tool enhances your capabilities without compromising the personal authenticity of your content. 

Strategy 6: Interactive Content

Surveys, quizzes, and LinkedIn polls do more than engage; they're key to understanding your audience. This approach is about sparking active participation, offering a window into your audience's thoughts, challenges, and preferences.

The comments section in LinkedIn polls is particularly interesting, where I have found diverse viewpoints and insights. These interactions are not only engaging but also serve as a source for generating fresh ideas.

In this presentation, I shared how LinkedIn Polls can be pivotal in business development and lead generation.

Incorporating interactive elements into your strategy not only aligns with audience interests but also nurtures an engaged, informed community. Producing proprietary research sets you apart from your competition.

Strategy 7: Repurposing and Curating Content

The act of repurposing content transforms what you already have into various forms, ensuring your presence continues to reach your audience. Like creatively using leftover turkey to make different meals, as I've discussed in this article, repurposing content is about making the most of what you already have. 

If a piece of content performed well initially, it's likely to continue resonating with your audience in different formats. For instance, a successful webinar can be repackaged into a series of insightful posts, or a popular article can be updated and reshared with new perspectives.

Similarly, curating content is an essential part of this strategy. It involves selecting and sharing industry news or expert opinions that align with your brand and audience's interests. This approach not only showcases your ability to stay on top of industry trends but also positions you as a thought leader who adds value to your network.

Both repurposing and curating content underscore a fundamental truth: it's not always about creating something new. Sometimes, the most effective strategy is to use what you have in new and innovative ways. If your content isn't engaging your audience, it’s a signal to reassess and realign your strategy, perhaps by repurposing existing materials in a manner that better resonates with your audience.

BONUS - Strategy 8: Embracing Content Marketing

Embracing content marketing is the key to establishing yourself as a thought leader in your niche. A powerful strategy to accomplish this is centered around storytelling techniques. 

A well-told story can transform complex ideas into relatable narratives and abstract concepts into tangible experiences. For instance, showcasing a client success story isn’t just about listing outcomes; it’s about weaving a narrative highlighting challenges, strategies, and the journey to success. This approach not only demonstrates the impact of your expertise but also makes your content more relatable and memorable.

Stories are the backbone of effective content marketing. They have the unique ability to humanize your brand and expertise, making your audience feel connected on a deeper level. By incorporating storytelling into your content strategy, you do more than share information; you create an experience that positions you as not just an expert but a trusted and engaging authority in your field.


We've explored eight diverse strategies for content marketing. Embracing all or some of these strategies, particularly if you're not a traditional writer, can significantly enhance your content creation efforts. Use your unique style to articulate your expertise, forge meaningful connections with your audience, and stand out in your professional niche.

Remember, your unique perspective is invaluable. Utilize these strategies to effectively convey your insights across various platforms, boosting your visibility and influence in your field.


© 2023 Judi Hays. All Rights Reserved

Parts of this article are excerpted from the book Elevate Expand Engage 



Judi Radice Hays is a sought-after certified LinkedIn strategist, author of 'Elevate, Expand, Engage,' a Refreshingly Different Approach to Winning on LinkedIn’ and regular Forbes contributor.

Judi is known for successfully turning underperforming LinkedIn profiles into prospect-attracting powerhouses. Judi helps business executives identify their audience, elevate their LinkedIn profile and personal brand.

Judi consults with businesses that sell high-ticket professional services in high-trust selling environments. Through her proprietary methods, Judi guides her clients strategy to build authority, credibility, and trust which ultimately leads to increased revenue with her expertise.


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