AI makes creating content easier than ever. You can generate dozens of social posts, articles, and emails in minutes.
But does publishing more content mean more people will find you, trust you, or want to work with you?
That’s what Jesse Kennedy and I discussed when I joined The Shift AI Show, presented by AWeber.
I’ve helped business owners improve their online visibility since 1996, and I’ve learned that being everywhere isn’t the answer (I used to think it was the answer and have changed my mind over the last few years). Especially when you’re running a business on your own and have limited time for marketing.
In our conversation, I shared why I’ve narrowed my focus to LinkedIn and Substack, how I use my Visibility Loop to get more value from fewer pieces of content, and where AI fits into my process. You can stay visible online without posting every day by focusing on one or two platforms, repurposing useful content, and giving readers a clear next step. AI can help you work faster, but your experience and judgment should guide what you publish.
I use AI regularly to repurpose content, explore ideas, and even build simple interactive tools. But I still decide what gets published, what sounds like me, and what will be useful to my readers.
The bigger message? You can build a consistent online presence without creating something new every day. A focused approach, useful content, and a clear next step for your readers can make your marketing easier to maintain.
5 actions you can take after watching
1. Choose one or two platforms to focus on.
Look at where your ideal buyers spend time and where you’re comfortable publishing. Pick one or two platforms and focus on them for the next 30 to 90 days instead of spreading yourself across several channels.
2. Put one piece of content through a Visibility Loop.
Start with a social post that addresses a question your audience asks. Expand it into a newsletter article, then use that article to create several follow-up posts from different angles. Connect those posts back to your main article so interested readers can learn more.
3. Review your content for a clear next step.
Choose three recent posts or articles. After reading each one, ask yourself: What’s the next logical question someone would have? Use that question to plan your next piece of content. And make sure readers have a clear action they can take, whether that’s subscribing, commenting, exploring a resource, or contacting you.
4. Use AI to give an older article new life.
Find an article, newsletter, or video transcript that still has useful information. Ask your preferred AI tool to identify what needs updating and suggest ways to repurpose it. Review the suggestions, verify any new information, and choose what fits your voice and your audience.
5. Experiment with one AI tool and one practical task.
You don’t need a collection of AI subscriptions to get started. Choose ChatGPT, Claude, or Gemini and give it one task that takes too much of your time. That might be turning a transcript into an article outline, creating social posts from a newsletter, or organizing your ideas. Start small, evaluate the results, and build from there.
Better Visibility Starts With Better Choices
If creating content feels like a never-ending job, consider whether you need more content or a better way to use what you’ve already created.
I’d rather publish something useful that leads a reader to their next step than fill five platforms with content that goes nowhere.
Watch the conversation, then tell me in the comments:
What’s one thing you could change to make your online visibility easier to maintain?
Want your content to show up when buyers ask AI for help?
I built two Claude Skills that find the questions your clients are actually asking, then draft answers in a format built for citation. Check out the Get Cited by AI Skill Bundle.
