how-to guide for building thought-leadership: repurposing content for linkedin

Posting LinkedIn Status

Updates to position yourself

as a thought-leader

A How-to guide…

Why share Content / post Updates?

Build perception of you as being a thought-leader in your

field & subject-matter-expert

Build trust in your personal brand & your employer’s

Generate demand for you and & what your employer

sells

Generate leads to feed into your sales pipeline & convert

into new revenue

Content-sharing is the 4th step in Social

Selling…

Request meeting

Share content

Connect Find

prospectsOptimize Profile

Re-purposing content…

Use 3rd-party articles from reputable sites, eg.:

Forbes

Harvard Business Review

Magazine titles specific to C-Level Exec readers – eg.

CIO/CHRO/CMO magazine, etc.

Publishers that are highly-regarded within their industry

How to find good 3rd-party content…

Use boolean search techniques in Google:

Use “quotes” to find the exact keywords for a topic –

Or use (brackets) to search for a wider range of topics that

contain the keywords – (internet of things)

The other criteria you need in Google

when searching…

Set-up Google Alerts to do the work…

Sign into your

Google account

Go to this link:

https://www.google.

com/alerts

Enter keywords,

and set other

criteria

Review your Google results…

Look through results for relevant articles

If nothing found by end of page 5, use different keywords and/or booleanoperators

Do not use: Any article that requires a subscription; PR releases

How to write a Status Update…

Status Update writing guidelines:

Maximum 2-3 sentences

Max 15 words per sentence

Delete any unnecessary words

Highlight the most important thing that you read about in the article

Shorten the link to the article via a url management app –eg. Bitly.com (https://bitly.com/):

For the ability to measure your online engagement

For aesthetics

How to post on your content…

Either directly on LinkedIn, or

..via a social media management platform –eg. Hootsuite, Buffer, etc.

When to post your LinkedIn content…

Rinse and Repeat…

How often should posting be done?

Minimum 2 X per week

Ideally – 3 X per week

If you have the time – 4-5 X per week

Any questions? Just ask…

eMail: brent@b2bdigital.com.au

Phone: +61 400 169 848

LinkedIn: https://au.linkedin.com/in/brentmwalters

Twitter: @brent_walters

Office: Melbourne, Australia