I’m knowledgeable author, took LinkedIn private branding programs, and joined their official creators’ program – and but, I struggled to persistently publish my entrepreneurial journey of constructing Merrative.

At Merrative, we assist manufacturers and creators publish thought management content material codecs like interview-based blogs, narratives, non-fiction books, webinars, and knowledge tales – and LinkedIn was working for our development. I acquired 60 p.c of my new shoppers through chilly LinkedIn DMs and greater than 500 e-newsletter subscribers through LinkedIn posts I managed to publish. By not being constant, I used to be lacking out on having significantly better numbers for my enterprise.

I got here throughout the idea of ‘Thought Management’ content material format whereas upskilling my writing. This format leverages your expertise, experience, and unique ideas for content material creation. Thus, you solely must be taught the talent of articulating your concepts.

Sound difficult? I constructed a easy content material creation system for it, which I exploit for myself and my shoppers to churn a month’s price of content material scheduled on social media instruments like Buffer.

Greater than jargon: What’s ‘thought management content material’?

Thought management content material helps you showcase your experience and expertise in a topic or business through varied content material codecs like books, webinars, whitepapers, or opinion items.

As an illustration, Reed Hastings, by means of his e-book ‘No Rules Rules: Netflix and the Culture of Reinvention,’ shared fashionable concepts about work and company tradition. This bestselling e-book not solely enhanced Netflix’s model recall but in addition elevated Reed Hastings’ personal brand as a CEO with unique insights.

How is assumed management completely different on LinkedIn?

Many imagine they lack time to create content material on LinkedIn. Nevertheless, it is one of many quickest platforms to get printed and seen, in contrast to the months or years wanted for codecs like books or whitepapers.

LinkedIn presents novice creator-friendly content material codecs like posts, newsletters, and stay classes. Instruments like Buffer enable scheduling content in these codecs for months forward. It additionally gives you with an accessible viewers and reveals your work to related folks as per the algorithm.

Relating to using LinkedIn for building industry authority, consider it this fashion – it is simpler to persistently publish on LinkedIn than publish books or whitepapers.

How does publishing LinkedIn thought management assist in your profession or enterprise growth?

Since LinkedIn is knowledgeable social networking platform, articulating your expertise and sharing it as posts helps set up credibility in your business to your viewers. The algorithm displays your content material to related connections who ultimately would possibly search job alternatives, companies, or collaborations.

Common LinkedIn exercise will increase your possibilities of showcasing your experience or expertise to the proper viewers, making it a beneficial platform for on-line networking and expertise recognition.

The “distinctive opinion” issue


“Thought management includes sharing of ‘earned secrets and techniques” – Ryan Law, Director of Content material Advertising, Ahrefs

This implies – sharing concepts that come from your personal private or skilled expertise. Neglect formatting, content material type, or grammar – it is the ‘concept’ that really issues. However it’s possible you’ll marvel – “What if I sound cliche?” or “What if my concept isn’t distinctive sufficient?”

For this, perceive that nobody else has lived your life the way in which you could have, and therefore, whenever you really share insights from YOUR experience, it certainly comes out as unique. Proudly owning your opinions means you’ll by no means run out of phrases.

Once I realized this, it really freed me from the ‘content material creation burden.’ I centered on ‘being me’ and sharing ‘what I do.’

Whenever you learn some information, your thoughts reacts to it by producing ideas – and figuring out methods to articulate that in writing is what you want to be taught. Therefore, being conscious of your opinions as you lead your skilled life is a prerequisite to changing into a thought chief.

For instance, Invoice Gates champions nuclear power because the treatment for power and local weather challenges. He advocates it in his LinkedIn posts, LinkedIn articles, books, and opinion items. Such concepts come from his analysis, understanding of the business, studying books, and expertise as an entrepreneur. The subject’s perceived threat additionally sparks debate.

5 steps to design a Thought Management Content material Creation System for LinkedIn

When you’re consciously conscious of your opinions, it is time to put them into phrases. Implement this thought management content creation system to streamline the identical:

Step 1: Outline 3 audience classes

It’s essential to niche down your required connections. Doing so serves as a gauge to know the relevance of the content material you write.

Professionals could search connections with business managers, consultants, or CEOs. Founders could intention to attach with decision-makers amongst potential prospects or fellow founders.

Select the highest three audiences you need to attain out to or community with.

For me, I selected my viewers primarily based on decision-makers for making gross sales for my companies. Since I assist with thought management content material writing and technique, I wished to attach with:

  • Content material managers, CXOs within the B2B know-how business who publish branded thought management
  • CEOs seeking to construct a private model on LinkedIn, write non-fiction, or branded books.
  • Indie-makers utilizing no-code instruments or founders within the no-code business

Create a spreadsheet outlining viewers pursuits, business influencers and pioneers, well-liked publications, authors/journalists, business issues and norms, and many others. The deeper you profile them, the extra content material concepts you’ll provide you with in step 2.

Step 2: Fixing matters to present sizzling takes or unique opinions on

In the identical sheet, primarily based on the analysis in Step 1, create a subject cluster utilizing the beneath frameworks:

  1. Listing private expertise: attempt answering – how has your expertise been in your business? What did you be taught, like, didn’t like, or what expectations did you could have? What does your life as knowledgeable appear to be, and the way was it earlier than? Who helped you in your skilled journey?
  2. ‘Sure, and’ method: record down concepts shared by others that you just agree with. Then, observe down why you agree with them.
  3. Skilled milestones and takeaways: record your achievements, struggles confronted, what YOU take into consideration your job, and hacks in navigating your job.
  4. Difficult ‘business norms’: record the concepts your business influencers and media retailers cowl – and provide you with your counter opinions on them.
  5. Analyzing business traits and occasions: record main occasions, essential development stories, or the most recent analysis of your curiosity. Summarize your insights gathered and record your opinions on them.

Step 3: Establish your consolation zone from the accessible LinkedIn publish format choices

LinkedIn gives the key content formats:

  • Publish: you’ll be able to add textual content solely, picture + textual content, or movies. This format is sweet to ask questions, share lists, or use default LinkedIn publish codecs by clicking on ‘have fun an event’.
  • Doc: share docs or presentation slides like annual stories, examples to help your publish, guides, whitepapers, and extra.
  • Carousels: create an interesting picture or video carousels for ‘breakdowns’ of ‘set-up and reveal’ kind of content material.
  • Articles: publish long-form blogs with wealthy media, texts, movies, or photographs.
  • E-newsletter: ship a recurring sequence of newsletters that your readers can subscribe to and get notified about
  • LinkedIn Stay: in the event you’re eligible, host webinars or interviews in your LinkedIn web page or profile

You don’t have to make use of each format that LinkedIn serves in your platter. If you happen to’re not snug with movies – merely keep away from LinkedIn Stay.

Personally, I solely use LinkedIn posts as it’s fast and straightforward to create.

Do I would like fancy graphics for my LinkedIn posts?

Including visuals does improve publish engagement, however that needn’t be the only real focus of your content material creation efforts. Any visible – whether or not a picture, video, carousel, or doc ought to help what you declare in the primary publish textual content.

For instance, after studying this publish by Harry Dry, the visuals act as proof of the perception shared:

Harry Dry’s LinkedIn post

Right here, I shared a primary screenshot of a Slack message that helps my private expertise of getting employed as a author within the age of Generative AI writing. I didn’t use something fancy, but I acquired three DMs asking about my companies:

My LinkedIn post

It doesn’t matter in the event you make a artistic infographic, share screenshots, or handmade diagrams – your viewers cares extra about how helpful the publish is for their very own skilled wants.

Step 4: Distribute your content material for extra viewers attain

LinkedIn will increase the attain of a publish that has real discussions within the publish’s feedback or is being reshared by publish viewers. Right here’s methods to set off this:

  1. Use polls or questions: please don’t finish your posts with ‘ideas?’ – genuinely ask for suggestions on your publish’s content material, their opinion, a query or suggestion that you just’d prefer to know. Do interact on their responses.
  2. Use LinkedIn teams: be part of related teams in your business and share the identical publish content material or the unique publish’s hyperlink as per the group’s neighborhood guidelines.
  3. Actively interact: observe influencers out of your business on LinkedIn and have interaction on their posts.
  4. Reshare on socials: use Twitter, Fb, Discord, Slack channels, area of interest communities, Medium, embed posts on blogs, and many others. to share your LinkedIn publish. Be sure the platform certainly hosts your audience.

Workbook of LinkedIn thought management content material creation system:

Get began on the above steps in my actionable workbook to outline your viewers, matters, and distribution channels.

linkedin thought leadership system

3 thought management LinkedIn publish examples and why they labored

Listed below are three LinkedIn posts I confer with after I search for some thought management content material creation inspiration:

LinkedIn publish for showcasing business experience

Kevin Indig is a Development Guide who frequently posts on LinkedIn concerning the business’s newest traits, his tackle them, and business predictions. For an ever-changing business like search engine optimization, which often faces a number of development shifts, doing so locations him as a voice that different business friends look ahead to listening to for updates.


Kind: ‘Sure, and’ method, Opinion on business traits

Key takeaways:

  • Captures the viewers’s consideration by sharing the outcome, which piques their curiosity to know the reasoning behind it.
  • Systematically presents his insights on the trending subject
  • Offers proof to help his opinion
  • Asks a selected query ultimately focused at figuring out the reader’s opinions to spark dialogue

LinkedIn publish for lead technology

Abhishek Patil is the founding father of GrowthX, which runs cohort-based programs to speed up development careers. Right here, he shares a free information on the framework for influencer advertising with a superb supporting textual content that generates curiosity, belief, and engagement.


Kind: private expertise, skilled takeaways

Key takeaways:

  • He began with a query to generate intrigue
  • Mentions how his private drawback made him create this information for getting began with influencer advertising
  • Briefly explains the answer to his drawback through a framework
  • Mentions what’s included within the information
  • Mentions how the downloadable is ‘free’
  • States the studying time for his information
  • Asks folks to remark to extend engagement

Sharing skilled success tales as an worker

Jakub Rudnik beforehand labored at Scribe as its Head of Content material Advertising. He actively shares successes, failures, and takeaways from his campaigns and business commentary.


Kind: Difficult business’s well-liked opinion, skilled milestone

Key takeaways:

  • Opens the posts with the favored opinion and his assertion to debunk it
  • Mentions outcomes achieved
  • Shares his private expertise

Bear in mind to optimize for constructing relationships on LinkedIn

LinkedIn is a networking platform – and networking just isn’t about ‘promoting’ or making all of it about ‘you.’ Thought management content material codecs assist you keep away from sharing a gross sales pitch by making you share insights that only you can have.

I incessantly take my viewers on the journey of constructing Merrative and rising publications underneath it. This course of is named ‘Constructing in Public’ (kind: skilled milestone & takeaways), a well-liked idea on Twitter the place product makers share their journey of constructing their enterprise or product. I like this format as a result of it hardly takes me 10 minutes to create content material and schedule on Buffer.

LinkedIn is notorious for plagiarism of posts, however nobody can copy my publish’s content material as it’s about my product, its KPI numbers, development statistics, wins or losses that solely I can have. Neither do I face impolite commentary – folks recognize, cheer, share enterprise leads, or recommend options in DMs to assist my enterprise develop. I’ve additionally personally met folks I networked with on LinkedIn for offline occasions in my metropolis.

If you happen to’re real on LinkedIn, then you’ll come to understand how helpful the platform is for networking – and thought management will assist you set in the proper route to expertise true networking success.

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