Building successful thought leadership on LinkedIn
If you want to position your organisation through sharing it’s leadership’s wisdom and expertise with the world, then you’ll need your experts, goals and audience to align.
And while there are many avenues through which thought leaders can engage, LinkedIn is a great one. With its ability to allow the leader and their audience to interact, the ability to grow that audience and its global reach, it packs a punch.
Knowing this, there are a few best practices to be aware of before you start posting.
🗣️Smart audience engagement
Like anything you publish, one of the first steps is to know the audience you want to target and know their interests. Don’t assume this.
Take a step back and really understand what your audience wants and needs. What is valuable to them? What questions are they asking? What can you learn from the content they’re interacting with?
And then identify the link between that and your brand’s value proposition and your reputation objectives.
🗣️Goals and outcomes
When you look at thought leadership, it should be in the context of the broader strategy of how you tell your corporate story. There should be clear business / marketing / corporate comms goals that this activity feeds into.
Once you’ve determined these, you can determine the sub-goals for the thought leadership approach.
And when you’ve got more clarity here, it’s easier to figure out the audience / stakeholders you’re going for and the type of thought leadership material you want to create.
🗣️Matching the topic to the leader
When you’ve got the message, the audience, and the strategy pinned down, you’ll now need the right leader to convey the story you’re trying to tell. At this stage it is critical to identify the right group of experts and know their strengths so you can use them for different opportunities.
But not only do you need to know what they do for the organization. You also need to find out what their passion points are as well.
Thought leadership really comes to life when you’ve got a person who deeply cares about the subject. Especially on a platform like LinkedIn where interaction is so easy.
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