“I’ve got two very different audiences—how do I create content for both?”
“Do I need two Instagram accounts?”
“Should my messaging change depending on who I’m talking to?”
These questions come up a lot. And while there’s no one-size-fits-all answer, here’s what I’ll say:
It starts with knowing who you are as a brand.
Your core message shouldn’t change based on who’s listening. It should come from you—your values, your vision, your positioning. That’s the throughline. That’s your anchor.
But the way you express that message? That’s where the strategy comes in.
A quick example: the yoga teacher with multiple offers
Let’s say you’re a yoga teacher who:
- Runs weekly in-person classes
- Offers an online membership for regional women
- Delivers corporate wellbeing sessions for workplaces
Three very different audiences. One shared brand.
Your values—accessibility, body awareness, calm in the chaos—don’t change. But the language, tone, and channels you use might.
- For your in-person students? You’re posting timetable updates and videos on Instagram stories.
- For your online members? You’re sending regular emails with new class uploads and member-only tips.
- For corporates? You’re using LinkedIn and direct outreach to connect with HR decision-makers and showcase your professional credibility.
Same brand. Same message. Tailored delivery.
Another example: the designer with dual specialties
Now let’s say you’re a designer who:
- Builds beautiful Squarespace websites for small businesses
- Designs packaging and branding for boutique food and drink brands
Do you need two accounts? Not necessarily.
Instead, you get smart with your strategy:
- Use Instagram to showcase your full portfolio and cross-pollinate audiences. A cafe owner might be launching a new product range. A small business might be ready for a rebrand and a website. By showing the breadth of your work, you plant seeds for all the ways they could work with you.
- Segment your email list. So your food brands get packaging tips, and your web clients get layout ideas.
- Keep your core brand messaging focused on your unique style and philosophy—whether that’s bold minimalism, sustainability, or storytelling through design.
You don’t need to water down your brand.
You just need to know how to flex your content strategy.
The takeaway?
👉 Your brand message stays consistent.
👉 Your content strategy gets to adapt.
Know who you are.
Then get clear on who you’re talking to—and where they’re hanging out.
Once you know that, you can shape your messaging to reach them with the right words, in the right place, at the right time.
Still not sure? Here’s a very quick, generalised cheat on what I use:
- LinkedIn to reach B2B clients, industry peers, or corporate opportunities. (This is the perfect space to flex your thought leadership.)
- Instagram to connect with lifestyle-oriented audiences, showcase your work, and build brand affinity.
- Email to go deeper. Segment your list and speak to each group more directly with relevant value and offers.
Not every post needs to do everything. Let each platform serve a clear role.
If your content’s starting to feel scattered, it might be time to zoom out and check: is your message clear? Is your strategy aligned? If not, I can help you sort it. Let’s chat.
