Visibility isn’t about showing up everywhere. It’s about showing up in a way that aligns with energy, messaging, and capacity. This conversation brings clarity to the idea that visibility is not a one-size-fits-all strategy, it’s a deeply personal practice that evolves as the person and the business evolve. From the outside, visibility may look like scheduled posts or strong content plans. But underneath, it begins with knowing what feels sustainable, what feels true, and what feels good in the body.
Erin Zimmerman, visibility strategist and mixed media producer, brings a refreshing, human perspective to the world of content creation and business growth. This isn’t about following rigid strategies. It’s about reclaiming visibility in a way that works for the individual. Through her work with clients, Erin supports the process of shifting from burnout to intentional visibility, from trying to be everything at once to choosing what’s aligned.
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Visibility with Flexibility
It’s common to fall into patterns of trying to follow set formulas: strategies that worked for someone else, rules that promise success, and content calendars that drain energy. But the most powerful visibility comes from tuning into what actually feels manageable and aligned.
This approach encourages business owners to let go of the pressure to post five times a day or be present on every platform. Instead, it becomes an invitation to explore what feels good, and build visibility around that. Scheduling content in advance can create spaciousness. Posting from a personal account can maintain presence without overwhelming the system. There are no hard rules. Just options.
Letting go of the rigid expectations and listening to what works best on a personal level becomes a form of empowerment. Visibility becomes less about performance and more about presence.
Repurposing as a Tool for Sustainability
Repurposing content isn’t lazy, it’s intelligent. It supports longevity, reduces overwhelm, and reinforces messaging. Instead of always creating new content, business owners can reuse, revise, and reframe what they’ve already shared. This not only saves time, but also meets audiences where they are.
- The algorithm only shows posts to a small percentage of followers, so repetition is necessary to reach new eyes
- People often need to hear a message multiple times before it resonates fully
- Repurposed content can take the form of a screenshot, a new caption, a quote graphic, or even a short video clip
- Sharing the same core message in different ways ensures consistent connection without added pressure
- This practice creates breathing room for hobbies, healing, or just time away from social media
Repurposing also supports emotional sustainability. It removes the pressure to be constantly creative and offers a sense of rhythm and relief.
Connection Over Perfection
Visibility and growth are not linear journeys. There will be moments of retreat, of doubt, of cocooning. And that’s okay. It’s not about showing up perfectly every day, it’s about showing up when it counts, and knowing how to create space when needed.
Erin’s work centres around personalization. Every client, every path, every platform is different. And the goal isn’t to mold people into a single method, it’s to co-create a plan that’s sustainable, honest, and deeply human.
The belief that one must show up in a polished, high-energy way all the time begins to dissolve. In its place, a new belief takes root: that showing up with integrity, whether it’s through a scheduled post, a story, or a behind-the-scenes update, is enough.
Redefining What Visibility Looks Like
True visibility is a reflection of internal alignment. It’s not about how loud someone is, it’s about how rooted they are in their truth. Erin encourages business owners to redefine what visibility looks like for them.
For some, it may be content batches planned weeks in advance. For others, it might be spontaneous stories or intimate networking. It might include connection calls, podcast interviews, or collaborations. Whatever it looks like, it has to be sustainable. It has to feel safe. And it has to honour energy.
Visibility should never cost well-being. With intention, it becomes a reflection of clarity, not a performance of productivity.
Final Reflections
This is a reminder that visibility does not have to be exhausting, overwhelming, or performative. It can be supportive. It can be joyful. It can be rooted in connection.
Building a business doesn’t mean becoming a marketer full-time. With the right approach, visibility becomes a tool, not a burden. It supports relationships, amplifies messages, and allows for growth in ways that feel spacious and aligned.
*Links are correct at time of publishing. Social Media Links for Erin Zimmerman:
