Maybe you’ve tried delegating social media before?
Maybe you thought, “If I could just get this off my plate, everything would feel lighter.”
You were excited at first. But then…
The posts started going out, and they didn’t sound like you. They didn’t reflect your beliefs or methods. They didn’t feel like something you’d ever say to a client.
And then you thought: “Was this a waste of money?”
If this story sounds familiar, you’re not the only one…
Certain people in the online business industry (ahem… like the bro marketer who rhymes with Blim Terriss 😂) have made it sound like you can start a business, outsource things with the push of a button, and immediately step into some version of CEO life where you’re barely involved in marketing anymore.
And that is… not how this works. 🤷🏻♀️
All that said, though… Delegating social media can be incredible for your business (and your nervous system) when it’s done right.
When it works, it can expand your reach without expanding your work hours, let you stay focused on clients/delivery, and create consistency without you living on the content treadmill.
But… Almost nobody talks about the preparation required to make delegation of a social media channel (or all of them) actually work.
So in this blog post, I’m going to walk you through exactly what I would do if I were delegating a social platform today.
What I’m sharing comes from years of being on all sides of this —
✔️ I’ve handled content and social media for clients.
✔️ I’ve experimented with delegation of social media in my own business.
✔️ I’ve seen hundreds of students inside my program, High-Leverage Content, build capsule blog libraries that made delegation a lot easier.
So… Let’s dish. I want you to be able to do this!
Let’s start with…
A Key Concept Before We Get Tactical: Delegate Repurposing to Social Media — Not Thought Leadership.
Before I dive into the five tactical steps for delegating a social media channel, I want to get us on the same page about one foundational concept — because this is the number one reason delegating social media doesn’t go well for so many people.
The work you should be delegating is repurposing to social media — not coming up with thought leadership ideas from scratch.
Unfortunately, I hear all the time that a coach, practitioner, or service provider tried to hire help for social media before they’ve fully articulated their own ideas anywhere.
They tried to outsource with no central place where their thinking lives… No clear expression of how they approach their work, what they believe, or how they solve problems for their clients.
So without realizing it, they’re asking a team member to pull ideas out of thin air. They’re asking someone else to invent their thought leadership.
And so of course the social posts they get are cringey – and don’t sound like them! Of course it doesn’t reflect their philosophies. (And of course it doesn’t sell their offers.)
(This is how a health coach who believes in intuitive eating ends up with social posts about calorie counting or “burning off” dessert. 🙄
It’s how a therapist who steers people away from toxic positivity ends up with a “just think positive!” quote graphic on her feed. 😬
This is how a brand strategist who goes deep into identity and messaging ends up with a slew of posts about pretty colors and fonts. 🤦🏻♀️)
See what I mean? 🙂
This is exactly why, inside my program High-Leverage Content, everything revolves around creating a capsule blog library. 👈🏼
Inside HLC, you create your capsule blog — then you use it to get clients.
A capsule blog is a set of 12 to 20 posts that cover all the key things your audience needs to hear, learn, understand more deeply — to feel ready to buy. It’s a source of truth about all of your best ideas, in writing, on your website.
(Pssst… I have a free training that walks you through how this “capsule blog library” works, and what you need in place for it to work for your business. You can sign up right here and watch it for free.)
Inside High-leverage Content, to create a high-converting capsule blog, we move through three phases:
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- First, blog topic selection — where you get clear on what your audience actually needs from your content to feel ready to buy. Not what sounds interesting. Not what sounds smart. What actually moves people closer to working with you in your paid offer.
- Second, writing the capsule blog — where you write long-form pieces that clearly articulate your ideas, your beliefs, and your approach. We structure these in very specific ways, so they are designed to build trust and convert. And we make the blogs robust, so if you choose to delegate, there’s always a lot of detailed content to pull from.
- Third, repurposing systems — where those blog posts become the source material for everything else in your marketing, including social media.
Once your capsule blog library is there (or at least part of it; more below on how many blog posts you need to *start* outsourcing social media) — delegation becomes possible in a completely different way.
Now your team isn’t guessing. They’re not inventing.
They’re repurposing ideas you’ve already articulated — which is why the content they create can actually sound like you and reflect your thought leadership. (And sure, they can be creative with how they do that — but they are not starting from scratch.)
So, as we move into the five steps I’m about to share with you, you’ll hear me reference the “capsule blog library” concept more than a few times. 😂
And now that we’re on the same page about that…
Let’s get tactical.
Without further ado… Here are the five steps that will help you delegate a social media channel — and actually love the results you’re getting:
Step 1: Before you delegate social media, get clear on what problems you solve.
A lot of people will tell you that you need to be really clear on your messaging before you delegate content.
And I do believe messaging matters.
But in my experience, there’s one piece of clarity that acts like a linchpin — and even if you’re still getting clearer on the rest of your messaging, if you know this one thing, it will dramatically improve your chances of getting good results when you delegate social media.
That one thing is this:
You need to be able to clearly answer this question:
What are some of the key *problems* your offer helps people solve?
And not just at a high level. Not in broad strokes like “I help people overcome limiting beliefs so they can thrive.” or “I help people get more organized in their business and save time.”
I’m talking about real, specific, day-to-day problems that the people you want to work with:
✔️ already know they have
✔️ think about almost every day, and
✔️ really want to solve soon
When you’re identifying these problems, you want to focus less on your expert diagnosis of why the problem is happening — and more on the symptoms* your audience is experiencing.
(*Not necessarily medical symptoms, though they could be. Just the daily pain points they experience.)
👉🏼👉🏼If you suspect that you have not yet gotten specific enough about what problems your offer solves, I need you to figure it out first — before you spend money on delegating social media.
(Side note: A lot of times, that happens because you’re more advanced than your audience. I call this “Expert Brain.” You’re thinking about root causes and deeper strategy — while they’re thinking about the frustrating, surface-level version of the problem they deal with every day. That’s normal. But it does take some intentional effort to step back and think about how they see, talk about, and experience their problems.)
This is one of the most important parts of your messaging, because people are almost always motivated to move away from something that’s frustrating, stressful, confusing, or not working…
They want relief. They want solutions.
And if that doesn’t come through clearly in your content, you’ll usually get crickets.
🦗🦗🦗
Your content gets ignored. And that’s when it starts to feel like you wasted money hiring someone to put social media content out into the world for you.
If this is the part that still feels fuzzy for you, this is something I can help you with inside High-Leverage Content.
In the first hour inside the program’s curriculum, I teach you my 9-in-2 Content Pillars — the nine types of content that make up a strong, client-converting blog.
One of those is problem-focused content. I walk you through a step-by-step process to help you identify, articulate, and refine the problems your offer solves — and then narrow them down to the ones that feel most urgent, relevant, and important to your ideal audience.
This is not always the easiest work to do. But it is incredibly high-leverage. 😉😉And inside High-Leverage Content, I make this process much easier — and honestly, a lot more fun — than trying to figure it out on your own.
And when you’ve done this work, now your content is built around those problems — and it gets attention instead of getting ignored.
(Note: Inside my free blog strategy training, I show you the types of content that get noticed and get people buying… vs. the types of content that get ignored these days. [Writing this in 2026]. You can sign up here to watch the training for free.)
Okay — now let’s move on to Steps 2 through 5…
(Pssst… Pin this to your Social Media or Marketing board!)
Step 2: Build your Capsule Blog Library (before you hand social media off to anyone).
I’ve spent some time already in this blog defining a “Capsule Library” — and how it helps you delegate social media.
Now, a little more on the mechanics — particularly when to delegate.
A capsule library consists of 12 to 20 posts. (You get to decide where you fall in that range — for example, my first capsule library was 18 blog posts, and I used those to book out my done-for-you Pinterest offers.)
But, you don’t have to wait until you have ALL of those posts written and published, to get help with social media.
When HLC student tells me, “My goal is to have someone else helping me with social media,” I tell them to wait until they have four blog posts done, before they delegate it.
Four posts is where I feel you have the critical mass needed. Four gives you enough variation and depth that repurposing can start to feel real instead of forced.
Of course, I still want you building toward a full capsule library (of 12 to 20 posts) — because that’s where delegation really starts to feel spacious. But you can start at four.
(Could you technically repurpose forever from just four posts? Honestly — probably. If those four posts are robust enough, there is a lot you can pull from them. More on that in Step 5!)
What I don’t want is someone hiring help when they have:
One blog post — or none.
Or scattered content with no clear throughline.
Or content that doesn’t clearly connect to their offer.
Because then the person you hire is forced to invent… And you remember how that goes from above. 🤷🏻♀️
Nope. You will get such better results from delegating social media, when you start with a capsule blog library.
Okay, next up…
Step 3: Create a Brand Style Guide that goes way beyond colors and fonts.
A lot of people think brand style guide means colors, fonts, logos, maybe some image direction. That’s helpful. Do that, for sure!
But also — if you want someone to create written social media content in your voice, that’s nowhere near enough.
This is something I learned while working with brand strategist Kaye Putnam — I was her Content Manager for 5 years. From her work, I learned that “writing voice” consistency lives in details most people never write down.
So here’s what I want you to do. 👇🏼👇🏼
I want you to create a brand style guide that covers not just visuals, but also your words, writing style, and tone.
This does not have to be complicated. A simple Google Doc is perfect. What matters is that it exists, and that you keep adding to it over time.
Inside that document, you’re going to organize things into clear sections so that anyone creating content for you can quickly understand how you sound, how you think, and how you communicate.
Here are some sections I recommend including:
1. Basic Punctuation and Style Choices
This section captures the small mechanical writing choices that actually make a big difference in how your content sounds and feels.
You can document things like:
- Do you use ellipses (…) regularly or rarely?
- Do you use em dashes — or do you prefer commas instead?
- Do you typically write in short, punchy sentences or longer, more complete sentences?
- Do you put one space or two spaces after a period?
- Do you use parentheses for side thoughts or clarifications? Regularly or rarely?
- Do you use lots of exclamation points — and if so, how often?
- Do you use bullets? How often?
- Do you use ALL CAPS for emphasis? (Or something else?)
- Lots of bold or italics?
- *Stars* for emphasis?
2. Formal vs Informal Language Preferences
This section helps your team understand how casual or polished your language typically is.
You can document things like:
- Do you say “I dunno” or “I don’t know”? “I wanna” or “I want to”? “Gonna” or “going to”?
- Do you use text speak like IDK, TBH, BTW — or do you always spell those out?
- Do you ever use slang or swear words — and if so, what kind?
- Do you write the way you speak, or slightly more polished than how you speak?
- Are emojis okay? If so, which ones? 🚨✅💪🏼🤷🏻♀️👉🏼💎😎
3. Words and Phrases I Often Say
This section captures signature language that you want repeated and reinforced across your content.
My client Kaye used to say “Shut the front door” and “That is crazy-pants!” a lot — so we had those (and other) “signature phrases in this section.
These are phrases that help build recognition and consistency across platforms.
4. Words and Phrases I Don’t Use (With Replacements)
This section is incredibly practical — and saves you from giving the same feedback over and over again.
For example, in my business, I often say that I help people get and stay “off the content treadmill.” I’ve had social media writers say “off the content hamster wheel” in my posts before. I gave them feedback that I prefer “treadmill” — and I added that to my list.
You can build this section over time as you notice language that feels “almost right” but not quite you.
So…Make sense? (You are running to create your own Style Guide now, aren’t you? 😀)
Note: You can get creative here. These aren’t the only four sections you can have — just a good place to start.
The goal of your document is to make it incredibly easy for someone else to step into writing social media content (or other content) for you — without guessing at how you would say something.
Okay onto Step 4…
Step 4: Make a walk-through video showing how you would mine gems from your long-form content.
This is where delegation becomes scalable.
In the third phase of High-Leverage Content, I teach all my best repurposing frameworks and workflows. These equip my students to be able to either (a) repurpose sections and parts of their blog posts to become all the other content they need (social posts and emails, for example)… or to (b) delegate this to someone on their team, or outsource it.
One framework I teach in there is my “Gem Pull + Straight Teaser method.” These help you identify which parts of your content naturally stand alone as smaller pieces.
If you’re delegating social media, I recommend that you choose a robust blog post, and record a walk-through video, showing someone how you think about repurposing.
You will read through your blog post out loud, and point out “gems” that you would pull, and how you would use them.
✔️ Point out at least ten sentences/phrases/paragraphs/sections that you would pull.
✔️ For each one, explain one way you would use it on social media (get detailed).
Example: You might say,
“Here is a paragraph with three bulleted steps. These would make a great infographic for Instagram, and you could use this Heading 2 as the headline, and you could use this section as the basis for the caption.”
Or…
“This sentence here is surprising to people. Whenever they see that I said that, people ask questions and are interested to know more. So I would pull that and use it as a stand-alone quote graphic for LinkedIN, or as a text overlay for an IG Reel.”
Or…
“This section is a four-step framework that could easily become a carousel. I would use one step for each page, and use this heading 2 – or something like it – as the hook on the first slide.”
This video will be helpful for the person you’re hiring — no matter the level of expertise they bring to the work.
If you’ve hired a VA to help, having this level of example-driven training is really crucial, because you are expected to bring the strategy and have the VA execute on it.
On the other end of the spectrum, if you’re hiring an experienced social media manager, they will still love this. Because when someone can see and understand how you think about your content, everything gets easier.
Okay, last step…
Step 5: Give Feedback Early (This Is Leadership, Not Micromanaging)
One of the biggest delegation mistakes I see is people waiting too long to give feedback. They think they’re being nice. Or not micromanaging.
They think, “Well, she’s just getting used to this… It will get better without me intervening…”
But here’s the reality: If you don’t show someone what “good” looks like in your business, they can’t guess it. (No expecting mind readers around here please! 😄)
If something feels off, don’t silently fix it yourself. Show them. Explain why. Show the difference. (And remember to keep adding to the Style Guide you created in Step 3.)
A Real Example: Naomi’s Story
One of my High-Leverage Content students, Naomi (a nervous system regulation coach) is a perfect example of how social media outsourcing can work — when you build the system first.
When she joined HLC, she was launching a new practice and essentially had no real audience. No email list. Mostly social followers who were friends, family, or people who weren’t ideal clients.
She told me: “I need a way for people to find me, understand what I do, and trust me enough to be willing to pay to work with me.”
She joined HLC with three main goals: {a} She wanted to build a blog she could repurpose on repeat. {b} She wanted her blog to build credibility so local practitioners would feel confident referring to her. And {c} She wanted to outsource LinkedIN completely.
Within about 30 days, Naomi wrote and published six strong, strategic blog posts using the HLC system.
Within about 60 days, she added three more.
Now she had nine pieces of thought leadership she could pull from repeatedly.
From there, she hired a content repurposing manager who came in and took over her LinkedIN.
Within about 90 days, she had built more than 800 high-quality LinkedIn connections. (Not random followers. Actual ideal clients, and relevant professional connections!)
✔️ Her email list started growing (people joined from LinkedIN).
✔️ She felt confident reaching out to physicians for referrals.
✔️ And most importantly — people who found her on LinkedIN started reaching out to book consults. 💃🏻💃🏻💃🏻
Because Naomi had already built her capsule blog library, the person she hired had a clear reference point for her voice, her thought leadership, and how she talks about somatics work.
She didn’t end up with posts that sounded generic or that approached her work from an angle that didn’t feel like her.
And because her blog content was built around high-converting topics and structured intentionally to move people toward working with her, the repurposed LinkedIn content naturally did the same — which is why delegating LinkedIn didn’t just feel easier, it created real ROI.
She felt *great* about paying someone to help her with social media — because it was profitable for her.
💃🏻💃🏻💃🏻
Okay… those are the five steps! They take a little do-ing, but believe me…
It’s sooooooo worth it when you have someone competently handling your social media, you feel proud of what they are putting out, and it’s actually making you money.
At the bottom of this blog post, I have a “next step” for you — a completely free way to get inside my brain and learn how the capsule blog strategy really works…
But one more quick thing first… I have one more resource for you:
If you want more behind-the-scenes details on what you read today, watch the conversation that inspired this blog:
For lots of juicy details about how I personally delegate social media inside my business — and to hear how my friend Heather approaches this as well — you can press play on the YouTube video below.
This livestream is actually the original source content for this blog post. It was the first time we sat down and really talked through these five steps in detail. In the video, you’ll hear us walk through the full framework, but you’ll also hear some of the more behind-the-scenes realities and nuances that didn’t fully make it into the written version of this post.
You’ll also hear us talk more about things like:
- Delegation doesn’t have to be an all-or-nothing, full-time decision. For example, in my business, some of the most successful delegation has been for finite periods of time — like during launches, campaigns, or seasons where I’m intentionally increasing visibility for something specific.
- When I delegate, I don’t completely disappear from the platform. I usually step back significantly, but I still stay somewhat present. Delegation, for me, is about leverage — not handing my voice over and walking away entirely.
- I personally don’t operate from a high-volume social media strategy. My marketing is blog-first, and social media is mostly driven by repurposing from long-form content. That’s a big part of why delegation works well for me — because it’s built on strong source content, not constant new content creation.
If you want to hear us talk through these ideas more conversationally press play:
Want help building your own “Capsule Blog” — the content library that makes delegating social media work?
The next step is learning how the capsule blog + repurposing strategy actually works, end-to-end.
I recommend watching my free video training:
🎥 The 6 Secrets to Signing Clients with a High-converting Capsule Blog
Inside that training, I walk you through things like:
✔️ Exactly how the capsule blog strategy works.
✔️ How often we repurpose from the same blog.
✔️ How repurposing (and the repetition it creates) actually drives client conversion.
✔️ How to build marketing that compounds over time instead of starting from scratch every week
If you’re serious about getting off the content treadmill, building marketing that works long term, and delegating social media so it’s no longer on *your plate* 😮💨— start here.
