Your best ideas don’t come when you’re at your desk

My rules for content creation

Jun 17, 2025

Your best ideas don’t come when you’re sat at your desk.

Same goes for content.

I remembered it last week, after the most intense three months - a growing business, a shifting team and the Goldman Sachs Business Growth programme (which included in person residentials, 3 x times a week webinars and catch ups then finished with an 8 minute presentation and a 38 page Business growth plan 🫠)

I took a break. And I took it seriously. It was only 4 days and I was only in the rather drizzly countryside, but wow. It was needed.

We get wrapped up in it. Too wrapped up if you are in a job or run a business you are passionate about. I will definitely write a newsletter on the dangers of it at some point - but you can become very boring (one of many dangers).

And in all honesty I was in a content rut.

It happens to everyone, but this time I knew it was a temporary result of doing too much. I was engrossed with everything I had to get done and had no space for creativity. I am fully open - I get support with my content, so my content didn’t stop (yay team!) but my investment and collaboration is key for my personal brand.

Then when I wasn’t glued to my desk, all the creativity came flowing back. I’m used to it now, almost 5 years into my business (Want my learnings next month?!)

Have you hit creative block, freaked out and stopped posting completely / far longer than you should? 🙋‍♀️ Well, carry on reading!

Caroline x

Points of Business: My rules for content creation

Consistency is key

5 years in, I get told I’m ‘everywhere’ (I’m not. Or maybe I am…sorry).

The truth is, even when I had my rare week off, while I ran away to the countryside, I am consistent. Maybe it’s my performing background (always like to drop that in), but I know nothing happens overnight. OK, maybe for some people but not me, and probably not for most of you. It takes time. Showing up.

My biggest tip for this? Set a realistic schedule.

I post on LinkedIn 3 x per week, not every day like some of the ‘gurus’ say. But 3 times is manageable and leaves me wiggle room for a cheeky 4th if I’m promoting something.

I do engage every day (weekdays) and if I don’t?

My big secret - I don’t beat myself up about it.

This is consistency. Deciding what’s realistic and keeping to it.

We do try to plan content a month in advance, and I schedule on a weekly basis - I’ve live probably posted once this year. Is this LinkedIn gods (algorithm) friendly? Maybe not. But my content gets seen. I am slowly building in the way that works for me.

The difference between a personal brand and business account

I really struggled for years with the personal brand piece. (Content pillars really helped - see below.)

To an extent, this is why I came up with Bump to Business Owner - I really needed to talk about business, careers and babies. It was who I was when I built my business, in the absolute thick of it and frankly bloody mortified how women get treated in the workplace for procreating. It’s who I am now.

But it’s not relevant for the people and clients I wanted at Upsource (some but not all) and Upsource is not a business to support mums. We do, but that isn’t our client base.

My solution on Insta was splitting the accounts, which worked a treat, especially as our clients aren’t really on Insta, so it’s more a ‘shop window’ account.

But LinkedIn? That was hard. For a long time I stayed ‘professional’ only, Upsource tips, etc. My husband even had to add the word ‘breast’ to ‘feeding’, when I was talking about doing it while winning an award.

I didn’t want to be too ‘mum focused’, but now I feel I can do both. I’m embracing it as part of my brand and business story as well as ‘what on Earth Upsource actually does!’

Get your content pillars nailed

Trust me. ESPECIALLY for your personal brand. This is game changing.

Full disclosure, it was only after 4 years in business and 2 personal brand challenges with Female Founders Rise that the penny dropped on these! Highly recommend checking them out if you haven’t already.

I have 4 - they cover everything I believe in: the Assistant world, wellbeing, motherhood and being a founder.

It means I’m consistent (you see what I did!) with what I’m talking about - so people know what they are getting. But I can stay true to myself as well as promote what Upsource is all about. A client recently found us from Linkedin, so I guess it works!

Get the team involved - but not in the way you think…

I speak to MANY many business owners who just want to delegate their socials. And that is absolutely fine when you have a product, or just want a ‘shop window’ ticking over. But when it comes to a personal brand?

That’s a red flag.

Why?

It's 99% likely you don’t know what you want to say or don’t feel confident in your message. Which means you likely won’t like what the person you’re delegating to has to say either.

My advice - get a coach, a mentor, someone who can support you and do this WITH you.

Or content people that will work with you (hello to our lovely Upsource team 👋🏼). It’s a collaborative effort which means it’s KEY that I am consistent. And a necessity when I’m very much struggling with words or need fresh ideas and external input.

So get help. But the right help for you!

Most importantly

No one else cares 🤷‍♀️

Your brother or husband’s mates made an unhelpful comment about your posting? Ignore them.

If they care they are bored. Ultimately everyone is too busy thinking about their own content!

Actions:

1st July: Strategic PA Network co-working in central London. Get in touch if you’d like to come along!

Next week I’ll be sending out a full list of events, conferences, awards that you need to know about, make sure you’re subscribed.

Next Steps:

Check out previous podcast guest Dr Dupe Burgess. I love her LinkedIn posts, and she sends out a newsletter every Monday with social media and business tips
I also love Grace Carter for her authenticity on LinkedIn. Sharing your whole self in a ‘work’ environment can feel awkward and icky, but I think she does it really well. Of course, I’ve had her on the podcast

Questions/Comments:

Are you out and proud on social media promoting yourself on social media, or a lurker?

If you’re out in the arena, I’d love to hear where you started, how you stay consistent and why you’re there. Let me know in the comments ⤵️

F*ck up of the month:

Another banger this month. I copied and pasted all the wrong dates to a new team member so she could (in theory!) arrange for me to meet with her clients - good to show early and often I’m human 😂

AOB:

I want to hear from you. What do you want to hear more about? Where do you see challenges and opportunities in your business that you need support with? Let me know in the comments so I can make this newsletter as practical and helpful as possible.