Stop Guessing What to Post and Start Posting With Intention

Most landscape business owners don't struggle with posting online. They struggle with deciding what deserves to be posted.

The internal dialogue is familiar. Is this worth sharing? Is it too much? Not enough? Will anyone care? That hesitation leads to overthinking, saved drafts, and eventually silence. Great work happens, but none of it ever gets shared.

Opening LinkedIn and asking, "What should I post today?" forces you to rely on inspiration instead of intention. Intentional personal brands don't plan captions on the fly. They plan categories that support outcomes.

The “3 Ps” Framework: Three Categories That Make Posting Simple

The “3 Ps” framework simplifies personal brand planning into three clear content lanes:

1. Projects

This lane covers the work itself. Projects you're proud of, progress along the way, and behind-the-scenes moments that don't always make it into a polished case study.

Examples:

• A quick shot of mulch delivery day with a note about volume ordered
• A screenshot of your proposal template with a caption about clarity in pricing
• A photo of you walking a property during a routine check-in

Why it matters: Projects build credibility. They show experience without selling. You're not telling people you're good at what you do; you're letting the work prove it.

2. People

This lane highlights the humans behind the work. Team members, clients, crew leaders, mentors, or even family moments connected to your professional life.

Examples:

• Spotlight a crew member who's been with you for five-plus years and what makes them great
• Post a team lunch photo after closing a big project
• A crew huddle photo from the morning safety meeting

Why it matters: People build trust. They humanize leadership and quietly signal values without needing to state them outright. In an industry built on relationships and referrals, showing who's behind the work matters as much as the work itself.

3. Perspective

This lane includes lessons learned, opinions, industry insights, and beliefs shaped by experience in the landscape industry.

Examples:

• "Three mistakes I see homeowners make when planning hardscape projects"
• A lesson you learned from a project that went sideways and how you fixed it
• Your prediction for the biggest landscape design trend next season and why

Why it matters: Perspective builds authority. It positions you as a thought leader, not just a doer. This is where leadership shows up most clearly through how you think, not just what you execute.

How to Use the “3 Ps” Framework for Weekly Planning

Instead of planning individual posts, plan a scheduled rotation.

If you post once a week: Week 1: Projects | Week 2: People | Week 3: Perspective (then repeat)

If you post three times per week: Monday: Projects | Wednesday: People | Friday: Perspective

Either way, the “3 Ps” framework removes decision fatigue. You never start from zero again. Your daily work becomes your content.

Start Posting With Intention

You don't need to post more. You need to post with intention.

When planning is clear, confidence increases. When confidence increases, consistency follows. And when consistency follows, personal brand growth becomes sustainable.

This year, stop guessing and start showing up as the leader your clients want to hear from.