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Key Takeaways
Their challenge:
Vanessa had a large content library built up from her 20+ years of research, but she didn’t have a system in place to translate it to LinkedIn content and use it as a GTM tool for her business. Her LinkedIn content output was inconsistent, operationally heavy, and difficult to integrate into the company’s workflow. Vanessa’s team needed a sustainable system that reused existing IP at scale without demanding more founder time.
Our approach:
- Content Engine Build: Re-engineered workflow to repurpose 20+ years of YouTube and archival IP into LinkedIn-ready formats.
- Editorial Pillars: Identified high-performing “evergreen tip” themes and reintroduced them with modern framing.
- Founder POV Extraction: Turned long-form insights into crisp tactical posts aligned with audience intent.
- Quality Control System: Built a batch-review cadence allowing the founder to review content once per month.
- Distribution & Iteration: Extracted post ideas from Vanessa's library of 1,000+ articles on scienceofpeople.com, tightened editing loops, and ensured consistency across formats - reducing revision rounds and keeping the publishing cadence smooth without adding to Vanessa's workload.
- Collaboration Loops: Integrated structured monthly calls + async feedback to minimize operational load.
Outcome:
LinkedIn became a high-output, low-involvement channel for Vanessa that produced consistent impressions, strong follower growth, and 59 qualified demos. The workflow now operates at the quality level befitting a two-time bestselling author.
What Vanessa says about us
"I have a very high standard when it comes to content, and I’m very happy that notus is with me there. Seeing my content reused in new and good ways is my biggest win. It feels productive and efficient. I’ve been doing this for almost 20 years. I have YouTube videos from 2010, so to see some of those recycled in a good way is really cool."
– Vanessa Van Edwards, Founder of Science of People
Their challenge
Vanessa has spent 20 years building one of the largest content libraries on human behavior and communication: viral YouTube videos, to bestselling books and professional training.
But she wasn’t translating it into content that worked on LinkedIn, a channel that’s become essential for B2B education.
Posting required heavy involvement and the team struggled to use LinkedIn as a strategic business channel. Vanessa needed a partner capable of honoring the scientific precision of her work while packaging it into a consumable and engaging format tailored for LinkedIn.
With a packed schedule and a preference for batching reviews, Vanessa required a system that would protect her brand voice, maintain her quality standard, and dramatically reduce her time commitment (all while generating measurable business outcomes)
How we approached this
We intentionally bypassed our standard two-week setup. Vanessa’s extensive, well-documented IP allowed us to move directly into execution and live feedback.
First, we aligned on a holistic media strategy in the initial call. This included a definition of her ICP, audience segments, goals, benchmarks, and success criteria. Based on this, we revamped her LinkedIn profile and built her Content Archetype based on her experience and her audience’s interest.
Next, we audited all of Vanessa’s existing material: Her own podcasts, third-party podcast appearances, long-form interviews, and educational content from Science of People School. This became the primary input for our LinkedIn content creation. Repurposing her existing content library let us create content quickly without sacrificing accuracy.
Within one week, we produced and delivered the first full month of LinkedIn posts - 20 posts, published 5 days a week. All posts were approved in a single feedback loop and went live approximately 1.5 weeks after kickoff.
In parallel, we onboarded GTM and DM-setting teams. Messaging frameworks and outbound motions were activated early to make sure that we turned the attention Vanessa’s LinkedIn content generated into qualified conversations, not just likes.
As performance data came in, we increased posting cadence to 7 posts per week. We iterated topics, formats, and hooks based on what was resonating best with Vanessa’s ICP. To protect scientific rigor at scale, we added a structured review process: first pass by Vanessa’s scientific editorial team, then final sign-off. This reduced Vanessa's revisions to only a few comments per 30-post batch.
The system ran with one 30-minute monthly performance call, async batch reviews, and only two hours of Vanessa’s input per month.
Before & After
Before
- LinkedIn underutilized despite a world-class IP library
- Demand on Vanessa’s time was too high for sustainable LinkedIn content output
- No formalized workflow to translate research into LinkedIn-ready content
- Inconsistent distribution and unclear inbound processes meant potential opportunities were lost
- Valuable evergreen insights didn’t reach new audiences
After
- 22,000+ new followers and 6M+ impressions from structured, high-quality posting.
- 59 qualified demo calls generated during 3.9 active months of DMs.
- 12 qualified leads per month
- Article workflow refined, significantly reducing revision cycles.
- Founder involvement reduced to one call + one batch review per month.
- Content quality aligned to Vanessa’s high scientific standards.
