Explore

Content Strategy: EP & Han Ee's Accounts

Content ideas and brainstorming

Content Strategy 2026

Overall approach

Keep it human

Emphasize the showcasing of insights and expertise from a personal perspective

Showcase the human side of TCV/EP (e.g. faculty, learners, etc.)

In terms of visuals, this means:

Share video content (interviews, testimonials, thought leadership)

Use photos and videos from EP events

Avoid AI/tech-related imagery

In terms of messaging, this means:

We can use AI to help create our content, but it shouldn’t look or sound like AI content

EP Linkedin

Objective

Increase LinkedIn followers by 20% within 90 days.

Generate 1-2 qualified TTC leads through organic and boosted posts in 90 days.

Grow average post engagement rate by 30% compared to the previous quarter.

Priority Focus

TTC (The Team Coach) will be the primary content priority.

Posting cadence: 3 posts per week, typically:

1 × TTC-related content (team coaching, program insight, learner story, benefit)

1 × Event-related post (promotion or recap with takeaways)

1 × Thought leadership / Beyond Code

Target Audience

Corporate L&D professionals, HR leaders, organizational consultants, team leaders, and aspiring coaches.

Key Content Pillars

TTC Spotlight — Program highlights, participant stories, testimonials, and learning outcomes.

Thought Leadership — Expert views from Han Ee and faculty on coaching trends.

Community & Events — EP events, Beyond Code, AMAs, faculty spotlights, and key takeaways.

Coach Development Tips — Practical frameworks, tools, and coaching mindsets.

Content Formats & Frequency

3 posts per week

Carousel (case study, TTC guide, or key takeaway)

Short-form video (30–90s) from interviews or events

Text + visual post (testimonial, poll, or FAQ)

30 / 60 / 90-Day Action Plan

0–30 days (Setup & Baseline)

Conduct a content audit: identify top-performing assets from the past year.

Build a TTC content bank (videos, testimonials, key program milestones).

Plan 2 short interviews (TTC faculty, alumni, or partner coaches).

31–60 days (Ramp Up)

Maintain consistent 3-post schedule (1 TTC, 1 event, 1 Beyond Code).

Launch TTC Learner Story series (1 every two weeks).

Boost top-performing TTC carousel or video with small ad budget.

Test two types of TTC CTAs (Download Guide vs. Book Info Call).

61–90 days (Optimize & Scale)

Identify top 2 performing formats (e.g., carousels vs. videos).

Expand repurposing into EP newsletter and microsite blogs.

Share a “Quarterly Insights” summary post (data-driven recap).

KPIs

Follower Growth (+10%)

Engagement Rate (30%)

TTC Leads (2-4 in 45 days)

Linkedin Analysis: 1-19 October 2025

Linkedin Analysis: 1-19 October 2025

⁠

Engagement Overview

The highest engagement comes from carousel-format posts that offer tangible value (such as programs, learning experiences, or event recaps) or convey a sense of community.

In contrast, video content performs moderately well, with an average engagement rate of 12–16%. While these videos attract views, they generate relatively fewer clicks or interactions. However, the ratio of likes, comments, and reposts remains strong — suggesting that viewers are genuinely interested but engage passively, indicating awareness-driven.

⁠

⁠

⁠

High-Performing Content Categories

a. Event or Workshop Recaps 2-6

Showcase real human experiences with photos, creating a strong sense of social proof.

Include participant quotes, which add authenticity and trust.

Use an energetic and reflective tone (“lively,” “dynamic,” “inspiring”), building emotional connection.

Emphasize community language (“we,” “together,” “growth space”), inviting audiences to feel part of the experience.

⁠

b. Program Promotions 1 5 10

Deliver a clear value proposition, emphasizing concrete benefits (“what you’ll gain,” “real-time practice,” “ICF-accredited”).

Maintain a professional yet approachable tone — credible without sounding overly promotional.

Use carousel format effectively for digestible, reader-friendly information.

⁠

Key Insight

The best-performing posts share experiences, not just information. Phrases like “We hosted,” “participants said,” “in this session we…” position Emerge Performance as a living, learning ecosystem, rather than a static brand.

Community-based content (e.g., Coaching Village, CHPT, Mastery Circle) consistently performs strongly, reinforcing Emerge’s image as a “learning tribe” that grows and reflects together.

While EP already shares program promotions and event recaps effectively, community-based reflection posts and testimonial-driven content appear underutilized.

Strategic Recommendation

To strengthen engagement and community connection, Emerge should increase the frequency of reflection-based and testimonial posts, highlighting authentic participant voices and real-time learning moments.

Proposed next steps:

Publish a testimonial-based post this week from Beyond Code.

For TTC, gather short reflections from current learners about what they’ve learned so far.

Share one reflection each week, combining short quotes, course visuals, and short video snippets.

This approach would:

Reinforce the value and impact of TTC in an authentic way,

Demonstrate active participation and ongoing learning,

And serve as a strong, organic promotion for future programs — showing that Emerge’s courses are both high-quality and alive with community engagement.

EP Instagram

Han Ee Linkedin

Objective

Build Han Ee’s position as a trusted voice in leadership and team coaching.

Focus

3 posts per week, minimum 2 videos (short 45–90s thought pieces).

Blend reflection, frameworks, and insights with practical application.

Target Audience

Executives, HR leaders, professional coaches, and learning partners seeking credible thought leadership.

Content Pillars

Personal Reflections — Real experiences, learnings, and leadership takeaways.

Frameworks & Models — Simple, actionable systems (e.g., 3-step or 4C model).

Coaching in Action — Clips from live sessions, AMAs, or keynotes.

Community Voices — Stories from coaches, partners, or learners.

Provocative Questions — Conversation starters that invite reflection.

Formats & Frequency

3 posts per week

2 × Short videos (45–90s)

1 × Text or carousel post (framework or reflection)

30 / 60 / 90-Day Action Plan

0–30 days (Foundation)

Finalize brand voice guide (authentic, reflective, warm, insightful).

Draft 4 short scripts for video content.

Launch a Reflections with Han Ee mini-series.

31–60 days (Engage & Grow)

Post weekly “1-Minute Coaching Insight” videos.

Test open-ended post hooks (“Have you ever noticed...?” vs. “Here’s what most leaders get wrong”).

Engage with 10–15 comments daily on relevant industry posts.

Reach out to 20 potential collaboration partners / guest coaches.

61–90 days (Scale & Convert)

Repurpose high-performing videos into carousel summaries.

Publish 1 LinkedIn Article (long-form, framework-based).

Package thought leadership into a quarterly Speaking Kit.

Launch a monthly newsletter (“Beyond the Session”).

KPIs

Follower Growth (+25%)

Video Engagement Rate (>5%)

Generate 1-2 qualified TTC leads

Han Ee Instagram

Objective

Build Han Ee’s position as a trusted voice in leadership and coaching.

Increase brand visibility for Emerge Performance and showcase Han Ee as both an expert and an innovative, trend-aware leader.

Target Audience

Executives, HR leaders, professional coaches, and learning partners.

Age 25–50

Interested in team performance, OD, leadership practice, and practical frameworks.

They value short actionable ideas, evidence-based insights, and shareable tools for their teams.

Rollout Plan

Phase 1 — Introduction & Repurposing

Launch with an Instagram-native “Introducing Han Ee” video (15–30s, trend-aligned).

Repost high-performing LinkedIn content (Reels & carousels) to maintain frequency and consistency.

Phase 2 — Instagram-native Expansion

Gradually create native content: short Reels, behind-the-scenes clips, Stories optimized for mobile and discovery.

Weekly trend analysis to adapt trending formats or sounds into coaching-focused Reels.

Content Pillars

Quick Insights (Reels) — 15–45s leadership and coaching takeaways.

Event Highlights — TTC, Beyond Code, or keynote moments.

Behind the Scenes — Daily reflections, team moments, travel, prep.

Micro-Education Carousels — Checklists, “3 tips for better teams.”

Community Q&A / Stories — Engagement, polls, and reflection prompts.

Trend-Adapt Reels — coaching insights aligned with trending sounds or formats.

Tone & Creative Approach

Voice: Confident, reflective, human — leadership with authenticity.

Visuals: Clean, text-supported, mobile-first.

Narrative structure: Hook → Insight → Action → Micro CTA.

Consistency: Weekly cadence + evolving content series for recognizability.

Frequency

Reels: 2× per week

Carousels: 1× per week

Stories: Daily (1-3 per day)

30 / 60 / 90-Day Action Plan

0–30 days (Setup)

Align visuals with brand look (color palette, font, thumbnail templates).

One Instagram-native “Introducing Han Ee” video — short (15–30 s), trend-aligned, and optimized for Reels.

Repost high-performing LinkedIn videos & carousels with optimized captions & hashtags.

Update bio and link-in-bio with clear CTAs (e.g., “Join TCV”).

Weekly trend monitoring

31–60 days (Engagement & Experimentation)

Test Reels hooks (e.g., “What if your team improved by 10% monthly?”).

Introduce a weekly story series: “Monday Reflection.”

Run 1 collaborative post with EP main account.

61–90 days (Expansion)

Create 2 new Instagram-native mini-series.

Cross-promote with partner or alumni accounts.

Analyze analytics & optimize Reels retention rate.

KPIs

Follower growth (+10%)

Reels reach (+50%)

General engagement (polls, replies, shares, comments, likes)

Status

Status

Account

Metric

Current (Oct 1)

Growth %

Target (Year-End)

Han Ee Instagram

Followers

284

+10.0%

312

Reels Reach

–

+50%

There are no rows in this table

⁠

Measurement & Reporting & KPI’s

Weekly: Performance snapshot — top 3 posts, impressions, engagement anomalies.

Monthly: Detailed analytics (follower growth, engagement, CTR, lead count).

Quarterly: Strategic review — what worked, what to double down on.

Tracking will be managed through the marketing dashboard.

KPI's

KPI's

⁠

Key content topics & themes

Coaching-related

Coach pain points

Reflective questions

Professional development for coaches

Certification/credentials

Learning opportunities

Coaching community

Coaching strategies, tools, and techniques

Business best practices for coaches:

Business structure/setup

Marketing

Client management

EP interviews

EP interviews

⁠

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.