In this #ContentChat episode, host Erika Heald is joined by content strategist Annie Figenshu to explore how keynote speakers and thought leaders can create a consistent, strategic content system rooted in their on-stage expertise. Annie shares her Content Production Team framework, a system that clarifies who generates ideas, who packages them, and who steers the strategy—so visibility efforts translate into real business outcomes.
Listen to the full conversation on YouTube or read our recap highlights below.
Keynotes Are An Often Underutilized Content Opportunity
Many keynote speakers struggle to repurpose their on-stage insights into ongoing marketing momentum. Annie explained that while delivering a keynote can be energizing, translating that into sustainable content output often feels overwhelming.
“There’s a misconception that the goal is to repurpose the keynote itself, but that is never the product. The keynote is an asset that came from a ton of insight. So, how do we pull more content ideas from that?”—Annie Figenshu
Erika echoed that many thought leaders let their content stall at the event stage, even when there’s untapped potential for months of thought leadership assets.
The Content Production Team Framework
To help speakers build repeatable systems, Annie introduced the Content Production Team framework. This model defines three critical roles:
- Talent: The subject matter expert or speaker who brings the ideas.
- Stage Manager: The person who executes the content—editing, posting, and formatting.
- Director: The strategic lead who ensures content aligns with business goals.
“You need a system, and you need to know who is doing what. Because if you’re the only person in your business, you are doing all three. And you are probably either doing one really well and two not so well, or you’re bouncing between all of them and burning out.”—Annie Figenshu
When teams (or solo creators) clarify who owns which part of content creation, it becomes easier to scale consistently. Annie shared that a lack of clarity leads to content bottlenecks and burnout.
Setting a Social Content Strategy for Repurposed Keynote Content
Instead of chasing every social channel, Annie recommends doubling down on what already works. She advised mapping where your audience engages, and cutting what creates stress without ROI.
“I think when people think about ‘how do I scale my content system?’, they think I need to be on more platforms. What I argue is you need to prune your platforms.”—Annie Figenshu
Authentic CTAs are rooted in relevance and trust. Annie explained that not every post needs a direct CTA, and that service-oriented content often builds stronger conversion paths.
“There’s also a category of thought leadership that’s just thought leadership. There’s no CTA, and that’s okay. You’re not trying to drive action. You’re trying to drive trust.”—Annie Figenshu
Erika added that creators should feel empowered to experiment: not every post needs to sell something, but every post should serve the audience.
How to Build Your Content System
To begin building your content system:
- Identify who plays each content role (Talent, Stage Manager, Director)—even if it’s all you.
- Evaluate your current content: what’s working, what’s draining you?
- Choose one or two platforms to double down on for the next quarter.
“You are likely sitting on a treasure trove of insights that your audience needs. You just need a plan to share them.”—Erika Heald
Want help building your thought leadership platform? Book a content strategy session with Erika or explore more resources from Annie at Downstage Media.
