Boston, COPE & Donuts: How to Make Your LinkedIn Content Work Harder

Episode Summary

In this special on-the-road episode, Louise records from Boston, Massachusetts, sharing insights from Week 3 of her LinkedIn Profile Optimisation Programme.

She introduces the COPE methodology — Create Once, Publish Everywhere — and explains how to make your LinkedIn content work harder, not longer. Louise also reveals a surprising discovery about LinkedIn’s algorithm and why it’s starting to behave more like YouTube than Facebook.

Plus, she teases an upcoming deep dive into webinars — one of her most effective strategies for turning LinkedIn connections into email subscribers and clients.

And yes… there’s also talk of Dunkin’ Donuts, friendly Bostonians, and how to make your content as satisfying as a Boston cream.

🗝️ What You’ll Learn

• What COPE really means: How to repurpose one piece of content into multiple formats and platforms.
• Why your ideal client matters most: How to write for one person, not everyone.
• How to make your LinkedIn content timeless: Why posts from five years ago are resurfacing — and what that means for your strategy.
• How to solve real problems with your content: The shift from “what you want to say” to “what your audience needs to hear.”
• Which AI tools to try: Descript, Gamma, and ChatGPT — and how to use them without getting overwhelmed.
• Why webinars work: How they help you pull engaged followers off LinkedIn and onto your email list.

🧭 Key Takeaways

• Create once, publish everywhere. Focus on getting more mileage from your best ideas instead of constantly creating new ones.
• Your content should work for you, not the other way around.
• LinkedIn is evolving. Older, relevant posts can resurface — so focus your topics on what you want to be known for.
• Action trumps theory. Thinking time during calls (and in your own workflow) helps you implement what you learn.
• Don’t fear AI. Use it to save time and amplify your voice, not replace it.

💬 Listener Challenge

Try the COPE exercise:

1. Choose one piece of content — a blog, video, or podcast.
2. Repurpose it into at least three new pieces (quotes, clips, a newsletter).
3. Tag Louise on LinkedIn and share your results using the hashtag #RaiseYourVisibility.

🗓️ Programme Mention

Want to experience this level of coaching live?

Louise is enrolling the next cohort of her LinkedIn Mastermind Programme starting January.

• 12 weeks of live group training
• $1,500 USD investment
• Learn how to attract leads and sales from LinkedIn without the overwhelm

📍Episode Highlights

TimeTopic[00:00]Intro – From Boston with donuts 🍩[00:03]Programme success stories and Anna Marie’s testimonial[00:04]What COPE is and how to use it[00:05]Defining your ideal client and taking action live[00:07]LinkedIn’s algorithm surprise — 5-year-old posts performing again[00:09]Why relevance matters more than recency[00:10]AI tools that reduce overwhelm (Descript, Gamma, ChatGPT)[00:11]Webinar strategy teaser[00:12]Final thoughts: content should work for you[00:13]Upcoming events and closing from Boston

🌐 Connect with Louise

• Website: louisebrogan.com
• LinkedIn: linkedin.com/in/louisebrogan
• YouTube: Raise Your Visibility Online
• Join the Mastermind: louisebrogan.com/mastermind

☕ Fun Boston Bonus

Louise learns that Dunkin’ Donuts was born in Massachusetts — and yes, she plans to taste-test for research purposes.