Building an Effective LinkedIn Content Strategy for Leaders
A strategic LinkedIn content strategy can elevate your leadership, engage your audience, and drive tangible results, from attracting top talent to generating new client leads.
In Episode 70 of Talent Talk, I explore with Dean Seddon, CEO of Maverick, how leaders can craft content that captivates and converts. Whether you’re an HR leader, recruiter, or executive, this episode offers a roadmap to amplify your influence.
Know Your Audience for Impact
A successful content strategy starts with audience clarity.
“It’s hard to talk to everyone at once.” — Dean Seddon
Targeting a specific audience—like startup CEOs or senior HR leaders—ensures your content speaks directly to the people you want to influence.
Example:
An HR leader might share team management tips for CEOs, while a sales director targeting startups doubled engagement by posting about how to scale teams.
Action:
Define your audience (e.g., “Tech startup founders”) and tailor your content to solve their challenges. Use LinkedIn analytics or conduct informal surveys to better understand their priorities.
Craft a Compelling Content Arc
Dean’s “content arc” framework is a proven way to attract, retain, and convert your LinkedIn audience.
“How do you keep people coming back?” — Dean Seddon
The 3-part content arc:
Grab attention:
Start with questions or bold statements
e.g., “Struggling with team building?” or “Strategic leadership drives growth.”Retain interest:
Share personal stories, lessons learned, or insights from real challenges (like remote leadership).Convert: Add clear CTAs:
“DM me for leadership coaching insights.”
“Join our upcoming webinar.”
Example:
A firm’s six-month content series on organizational development used this arc and generated 20% more leads.
Tip:
Create a content calendar with monthly themes (e.g., Emotional Intelligence, Scaling Teams) to streamline and sustain your efforts.
Evoke Emotions or Opinions
LinkedIn engagement thrives on emotional connection or strong viewpoints.
“Wikipedia-style posts are boring.” — Dean Seddon
High-engagement post styles:
Emotional: A story about navigating a team crisis that inspires others.
Opinionated: A bold take like “Emotional intelligence redefines leadership.”
Example:
A manager’s post about team struggles earned 50% more comments than their fact-based content.
Caution:
Dean warns that relying too heavily on controversy can backfire:
“You’ll need bigger shocks to keep attention.”
which may alienate followers or risk your reputation.
Action:
Test engagement by commenting on a trending post with your leadership perspective—then expand that idea into a post of your own.
Establish Thought Leadership
Becoming a thought leader means consistently sharing your perspective, not just reposting articles.
“If a post sparks passion, write about it.” — Dean Seddon
How to build authority:
Share your take on leadership trends (e.g., hybrid work models).
Let your audience see the human behind the insight—day-in-the-life moments go a long way.
Start small: comment on others’ content to test your ideas before posting.
Case Study:
A tech leader’s thoughtful posts on AI ethics led to speaking invitations and client opportunities.
Example:
One manager who consistently commented on leadership trends grew their following by 15%, drawing new business leads in the process.
Practical Steps for Your Strategy
âś” Set goals: Define outcomes (e.g., build pipeline, attract talent, elevate your brand).
âś” Plan content: Use monthly themes for consistency (e.g., Resilience in Leadership, Motivating Remote Teams).
✔ Post regularly: 1–2x per week, ideally on high-engagement days (Tues/Wed mornings).
✔ Engage actively: Respond to comments and participate in others’ threads.
✔ Track results: Use analytics to refine what’s working
Example:
A director’s twice-weekly posts on team building increased profile views by 25%—and secured multiple client meetings.
Why Content Strategy Matters
A strong LinkedIn content strategy, rooted in thought leadership and personal branding, helps you:
Expand your professional reach
Build credibility in your niche
Attract top talent and client interest
When aligned with your leadership goals, consistent content is not just marketing—it’s reputation-building.
This approach reflects how The Career Establishment’s coaching empowers leaders to craft clear, authentic, and strategic personal brands.
Build Your Strategy Today
Start simple.
Commit to one high-value post per week.
Focus on your audience’s challenges.
Share stories, not just facts.
Need help building a LinkedIn content strategy that gets results? Explore our Leadership Coaching at The Career Establishment to amplify your influence.