You’d think that after over a decade in content marketing, I’d have a personal brand that was sparkling and spotless, right? That my social feeds would be a steady stream of case studies, thought leadership gems, and clever commentary?
Yeah. About that…
The truth? I’ve worked with dozens of clients over the years—many under non-disclosure contracts. I’ve also worked internally with brands where I didn’t own the content I created. That means a huge chunk of my portfolio lives behind the curtain. And when it came time to showcase my work in the marketplace… crickets. Not because I didn’t do the work, but because I couldn’t show it.
That’s a tough spot to be in as a content marketer. But it gets trickier.
I poured so much time, creativity, and energy into my clients that I always put my own social presence on the backburner. I’d say, “I’ll get to it next week.” Then next week became next quarter. Eventually, it felt almost too awkward to jump back in.
Who’s even watching or listening? What algorithm would I possibly show up in? Will my 500+ connections even notice the blip on their radar?
If that hits a little too close to home, you’re not alone—and you’re definitely not broken.
The Burnout Behind the Curtain
For those of us who build our careers on communication, the pressure to be “always on” is very real. We’re strategizing for others, creating content that’s perfectly on-brand for someone else’s voice, staying glued to metrics, managing engagement, and hopping between platforms like it’s an Olympic sport. And while we’re helping other brands thrive, our own channels slowly fade into radio silence.
The irony? That silence can cost us.
Whether you’re looking for a new role, trying to establish yourself as a consultant, or simply want your digital footprint to reflect your real-life experience, not maintaining a personal presence can hurt your visibility and momentum.
Why Your Voice Still Matters
Even if you can’t share client content directly, your perspective is still worth hearing. In fact, it might be your best asset.
Your social platforms are more than just megaphones—they’re proof points. They show future employers or clients how you think, what you value, how you write, and how you show up.
They’re also your chance to control the narrative. When you don’t post, people don’t assume you’re overbooked and in demand—they assume you’re not active, not interested, or not current. Harsh, but real.
5 Ways to Keep the Light On (Without Burning Out)
Here’s the good news: you don’t need to launch a full-blown content campaign for yourself. You just need to keep the light on—enough that people know you’re here, you’re capable, and you’ve still got the spark.
1. Repackage the Wins You Can Share
You don’t need to drop names or metrics. Instead, try a “what I learned from a recent campaign” post, or an anonymized case study about a challenge you helped solve. You’re not just showcasing the work—you’re showcasing your thinking.
2. Set a Low-Lift Content Calendar
One or two posts a week is enough to stay top of mind. Try themes: “Monday Takeaways,” “Wednesday Wins,” or “Friday Fails and Fixes.” Consistency over quantity.
3. Treat Yourself Like a Client
Schedule 30 minutes every other week to write a few posts or plan topics. Put it on the calendar like a meeting you can’t miss. Future you will be so glad you did.
4. Let Tools Work Their Magic
Use scheduling tools like Buffer or Later to line up your posts when your brain is fresh. Automation keeps you consistent even when you’re slammed.
5. Lean into Simplicity
Not every post needs to be a masterpiece. Share a quote, a quick tip, a “this made me think” article. Done is better than perfect, especially when it comes to staying visible.
You Deserve to Be Seen
I get it. The fatigue is real. It’s easy to talk yourself out of posting or convince yourself no one’s watching. But your voice is valuable. And it’s worth hearing—even if it’s just once a week, even if it’s just for a moment in the scroll.
You’ve spent your career helping others show up and shine. It’s time to give yourself the same gift.
Because even when the scroll stops, you’re still here. And you’ve got something to say.
Now, I’m going to practice what I preach. Join me! We can do this. Go out and make your impression one deliberate and calculated share at a time.
Crystal DeTemple McNeel 
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