Episode Summary
In this episode of Content Logistics, host Baylee Gunnell sits down with Nicole Ramirez, Growth Marketing Consultant at NR Digital Consulting. They explore the real work behind personal branding and why marketers can’t afford to treat it as optional. Nicole shares clear advice on taking control of your online presence, starting with a simple audit of your profiles and content. She explains why your brand exists whether you manage it or not, and how intentional choices shape what people see.
Nicole breaks down her process for building strong content pillars, showing why focus and consistency matter more than posting every day. She offers practical tips on finding your voice, sharing only the parts of yourself you want others to see, and keeping your approach sustainable. Nicole also covers the value of starting small, engaging as a contributor, and learning from what does or doesn’t resonate.
Throughout the conversation, Nicole highlights the importance of authenticity and staying flexible. She shows how small experiments, clear visuals, and a balanced cadence help marketers grow their presence without burning out. The episode closes with a candid take on “sympathy marketing” and the pitfalls to avoid as you build trust with your audience.
Guest Profile
Nicole Ramirez
Key Insights
Personal Branding Begins with Intentional Profile Audits
A strong personal brand starts with a clear, intentional online presence. The first step is to audit your public profiles—LinkedIn, social media, and anywhere your name appears. Review your photo, headline, and banner. Remove vague titles and generic taglines. Instead, use concise, specific language that tells people what you do and what you offer in just a few seconds. Your profile should be easy to scan and leave no doubt about your expertise. Regular audits ensure that your online story matches how you want to be seen, whether you’re looking for a job or building authority in your field. This approach puts you in control of your digital narrative and helps you stand out from the noise.
Build Content Pillars That Reflect What You Can Sustain
Sustainable content creation depends on building a clear set of content pillars—topics you can write about consistently without burning out. Start by listing what you want to be known for, the problems you solve, and the subjects people ask your advice about. Choose three or four main topics that align with your skills and interests. It’s vital to focus on areas you enjoy discussing regularly, not just what your current job demands. Sub-pillars—smaller interests or personal details—can add variety and personality without distracting from your core message. Over time, you can adjust your pillars as your interests and audience evolve, but keeping your focus tight will help you stay consistent and avoid content fatigue.
Growth Comes from Consistent Engagement, Not Constant Posting
Growing a presence on LinkedIn or any platform doesn’t require daily posts. Instead, prioritize consistent, meaningful engagement. Start by posting once or twice a week and focus on joining conversations: comment thoughtfully on posts you admire, connect with people in your target audience, and contribute value even when you’re not the original creator. Consistency matters more than volume. Learn from what works and adapt your approach. Building an audience takes time—often months, not days—and the most sustainable growth comes from genuine interaction and steady, manageable habits. Set realistic goals, pace yourself, and avoid burnout by choosing quality over quantity.
Episode Highlights
Personal Branding Is Not Optional for Marketers
00:01:21
Personal branding is no longer a nice-to-have—it’s essential for anyone in marketing. If you don’t shape your own story online, someone else will do it for you. Your digital footprint, from your LinkedIn profile to what appears on Google, says something about you whether you choose to manage it or not. Taking an active role means deciding what others see and ensuring your professional presence aligns with the story you want to tell. This proactive approach builds trust and opens the door to new opportunities, while neglect leaves your reputation up to chance.
“You already have a personal brand. Are you in control of it? What do people see when they Google you or look you up on LinkedIn? Your socials may be private, but your LinkedIn may be public. You are already putting yourself out there as a brand, which is your person. Are you in control of what people are seeing?”
How to Find Your Content Pillars
00:12:36
Building a strong presence starts with defining your content pillars. These topics should align with what you want to be known for, the problems you solve, and the questions people often ask you. Content pillars help you stay consistent, avoid burnout, and focus your message. Start by brainstorming your skills, interests, and personal stories, then narrow them down to three or four main themes. Sub-pillars can add variety, but stay true to your core topics. This structure allows you to show up online authentically and sustainably, keeping your audience engaged without feeling boxed in or overwhelmed.
“I have them kind of brain dump all of that and make a list of topics, skills, industries, and personal experiences that they could tie into those. And then identify what resonates with them. What are three common questions that people ask me that I can solve? What do I often find myself explaining, teaching, or mentoring about to others?”
Viral Moments Can Start Small—and Hit Unexpected
00:19:06
Sometimes a simple, authentic story can catch fire and reach far beyond your usual audience. Sharing posts that blend humor, personal experience, and relatable moments can spark widespread attention—even if the topic seems ordinary. Virality isn’t always planned; often, it comes from content that feels real and hits multiple content pillars at once. Repurposing older posts for new followers or bringing in fresh perspectives keeps your message alive and relevant. The key is to stay genuine and let your interests and life experiences fuel your creativity.
“So a post that went mega viral about seven months ago was ‘motherhood is just marketing.’ I talked about how my toddler doesn’t like fish but loves chicken, so I call salmon ‘beach chicken,’ and he’s like, ‘Yay, beach chicken.’ He eats the whole thing… It was a four-line post—what is happening? This small thing that I shared hit multiple pillars—it hit marketing, it was a personal story, it was humorous, and it hit a sub pillar, which is motherhood.”
Learn from Flops and Keep Experimenting
00:27:22
Every marketer faces content that doesn’t land as expected. Instead of deleting posts that flop, use them as learning opportunities. Analyze what might have gone wrong—timing, topic, or even external events—and try again with a fresh approach. Sometimes, what you think is a sub-pillar can resonate and become a core part of your content. Experimenting with new topics and formats helps you refine your strategy and discover what your audience values most. Consistent experimentation, paired with honest reflection, leads to growth over time and a more resilient online presence.
“People are like, ‘What happens if I have a flopped post? Do I just delete it?’ Don’t do that. Learn from it. Figure out why it didn’t resonate with your audience. That could be multiple things. It could be the content, the time of day you posted, the time of week, or just what was going on in the rest of the world. Try it again. If it flops again, it was the content. Every flopped post is a learning. Every viral post is also learning—what took off.”
