Linda Pophal, SHRM-SCP, SPHR

Content marketing, digital marketing, blogging, strategic communications, marketing strategy, HR/employee relations, training and marketing consulting.

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

95% of B2B orgs use AI for content. 87% report better productivity.

But only 39% report improved content performance.

Faster isn’t better. Here’s what actually separates the organizations winning in 2026 → https://t.co/veq5YFjwtM #ContentMarketing #B2BMarketing

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

The organizations dominating Q3 and Q4 content marketing don’t scramble in August. They plan in June.

Summer content strategy—the practical playbook → https://t.co/SLZ5kWhUdc

#ContentMarketing #ContentPlanning

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

Your competitors are going quiet this summer. A field with fewer voices is an easier field to be heard in. Here’s the summer content playbook for staying visible when everyone else checks out →

https://t.co/SLZ5kWhUdc

#ContentMarketing #SummerMarketing

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

Businesses hire writers when they need strategists. It’s an understandable mistake—and an expensive one.

Here’s the distinction that matters, and what to look for when you’re ready to close the gap →
https://t.co/veq5YFk4jk #ContentStrategy #ContentMarketing

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

"AI is like giving every marketer a turbo-charged typewriter." — @MarketingProfs, CMI.

A typewriter is a tool. Strategy is what you do before you sit down at it.

On why content strategy matters more than ever → https://t.co/veq5YFjwtM #ContentStrategy #ThoughtLeadership

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

AI tools learn from the content available to them—content increasingly generated by other AI tools, not humans.

What does that mean for quality over time?

It will diminish. That’s already happening.

Here's what only humans still bring →

https://t.co/gEFYBQ0SHP

#ContentCreation #AIinMarketing #ContentMarketing #BrandAuthenticity

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

AI can approximate your brand voice. It can’t replicate it. Human readers notice the difference—even when they can’t say exactly what’s off. New post on protecting your most important content asset →
https://t.co/s3kjKMGADF #BrandVoice #ContentStrategy

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

Check out the latest article in my newsletter: Why Storytelling Still Wins in the Age of AI https://t.co/mwMge0vn4r via @LinkedIn

[CIO.com @CIOonline]

Tech isn’t failing. Your workforce design is. Priyanka Dave reveals why capability gaps turn major ERP launches into costly disappointments.

➡️https://t.co/gcYZ7xm73A

#FoundryExpert

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

LinkedIn Newsletters are one of the platform's most effective features for content distribution—but many businesses aren't using them strategically.
We gathered insights from successful newsletter creators on what actually works. #ThoughtLeadership #B2BMarketing https://t.co/DVyc8w83NW

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

In-person events are back—but they're not the same events we had pre-pandemic.
Expectations have changed. Technology has evolved. Hybrid is the new normal.
What event marketers need to know for 2025. #EventMarketing #HybridEvents https://t.co/3QyPA2gSPF

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

While GenAI tools become prevalent in workplaces, soft skills like communication are becoming MORE important and MORE valued than ever.
Here are the top 5 communication skills that position you for success. #CareerAdvice #CommunicationSkills https://t.co/UhyBxq4Djj

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

B2B buyers are still humans.
They don't want to read corporate jargon and buzzwords. They want clear, helpful information.
Write like you're explaining something to a colleague, not delivering a press release. #B2BMarketing #ContentMarketing

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

Video production used to be expensive and time-consuming.
Then smartphones democratized it.
Now GenAI is transforming it again—dramatically simplifying the entire video creation process.
Here's what marketers need to know. #AIMarketing #ContentCreation https://t.co/P7UQxW7FJF

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

Your content calendar should be a guide, not a prison.
If something timely and relevant happens in your industry, it's okay to adjust.
Flexibility is better than rigid adherence to a plan made 3 months ago. #ContentPlanning #MarketingTips

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

Most "thought leadership" is just repackaged conventional wisdom with a new title.
Real thought leadership challenges assumptions and makes people rethink their approach.
If everyone agrees with you, you're probably not leading. #ThoughtLeadership #B2B

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

"We can't track which content drove this sale."
Good. Not everything valuable is measurable.
Some of your best content builds trust over time—and trust doesn't fit neatly into attribution models. #MarketingStrategy #ContentMarketing

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

Today's buyers actively avoid detection—they don't want the intrusion of being tracked online.
Are these "shadow buyers" costing you sales? Here's how to bring them out of the shadows without being intrusive. #B2BSales #BuyerIntent https://t.co/zoRE39BWbF

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

The publications your prospects read aren't necessarily the same ones you read. Before pitching, ask: "Where does my target customer actually spend their time?" Trade pubs often deliver better ROI. #PRStrategy #MediaRelations

[Linda Pophal, SHRM-SCP, SPHR @StratCommun]

our content strategy isn't failing because you're not posting enough. It's failing because you're not posting what your audience actually needs.
Strategy leads to volume. Every time. #ContentStrategy #B2BMarketing