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5 Types of Content You Should Be Posting to Build Your Authority Brand on LinkedIn


Amid the digital world of today (post-COVID), where professional networking is no longer confined to conference rooms and business cards, LinkedIn has emerged as the undisputed champion of online platforms, providing a unique opportunity for coaches and consultants to establish themselves as authorities in their respective niches.

For coaches and consultants, LinkedIn offers a special chance to build a strong brand and establish yourself as a reliable expert in your niche.

But building a strong authority brand on LinkedIn requires more than just a polished profile and a list of connections – it demands a strategic approach to showcasing your expertise and thought leadership.

And guess what?

Content marketing is pivotal in cementing your reputation as a trusted expert in your niche.

By crafting and sharing valuable, impactful content, you can not only attract new clients and opportunities but also make a lasting impression on your industry, establishing yourself as a true leader in your zone of genius.

So, whether you’re a seasoned coach or consultant or whether you’re just starting your journey in the industry, content marketing on LinkedIn can help you build a loyal following, generate leads, and ultimately, grow your business.

In this blog post, I’ll address these key takeaways:

Key Takeaways

  • Using content marketing to leverage your expertise to create valuable content that resonates with your audience.
  • Leveraging your expertise to create valuable content that resonates with your audience is key.
  • The 5 Types of Content You Should Be Posting to Build Your Authority Brand on LinkedIn

Leveraging Your Expertise to Create Valuable Content That Resonates with Your Audience

As a business coach, I’ve seen firsthand the transformative power of content marketing on LinkedIn.

By consistently creating and sharing valuable, insightful content, you can establish yourself as an authority brand and trusted expert in your niche, attract new clients and opportunities, and make an impact on your industry.

“By leveraging the power of content marketing, you can drive meaningful conversations that lead to real business results.”

Remember that as a coach or consultant, your LinkedIn profile is not just a digital resume, it’s a platform to showcase your expertise, share your knowledge, and build a system that attracts your ideal future clients who are hungry for your guidance.

Content That Creates Thought Leadership and Positions You as an Authority

Before we dive in, let’s first define what content marketing is.

At its core, content marketing is a strategic approach to building a strong online presence by creating and sharing valuable, relevant, and consistent content that resonates with your target audience.

Content marketing is a strategic marketing technique that involves the creation and distribution of valuable and relevant content to attract and retain a clearly defined audience, with the ultimate goal of driving profitable customer action.

The essence of content marketing lies in delivering beneficial information, insights, and solutions that tackle the issues faced by your audience, instead of focusing on selling or promoting your products or services outright.

When it comes to your ideal future clients, provide useful information, insights, and solutions that address the:

  • Needs
  • Pain points
  • Interests

By doing so, you establish yourself as a trusted authority in your niche, build trust and credibility, and ultimately, drive profitable customer action.

In essence, content marketing is about giving before you get, providing value upfront, and letting your audience know that you’re invested in their success.

By adopting this approach, you’ll attract and retain a loyal audience, generate leads, and ultimately, drive revenue growth.

When creating content, it is important to focus on providing practical advice and actionable tips.

Your audience is looking for solutions to their problems, so make sure your content delivers on that promise.

Authenticity is also key when leveraging your expertise. Be genuine and transparent in your content, sharing both successes and failures, as well as wins and losses.

Authenticity helps to build a connection with your audience and makes you relatable. It shows that you are not just an expert, but also a human being who understands the challenges and struggles your audience may be facing.

Content Creation: Developing High-Quality Content for LinkedIn

Creating high-quality content is the backbone of any successful content marketing strategy on LinkedIn. Your content should be valuable, relevant, and engaging to your target audience.

When creating content for LinkedIn, it is important to consider the platform’s unique features and limitations. For example, LinkedIn’s character limit for posts is 1,300 characters, so it is important to keep your content concise and to the point. Use bullet points, subheadings, and visuals like emojis to make your content more scannable, vibrant, and easy to digest.

In terms of content topics, consider:

  • What your target audience would find valuable and interesting?
  • What are their pain points?
  • What kind of information or advice would they benefit from?

By addressing these questions in your content, you can provide value to your audience and keep them engaged.

So, now armed with this information, what type of content should you be posting?

Type 1: Educational Content That Demonstrates Your Knowledge and Expertise

One of the most powerful ways to establish your authority brand on LinkedIn is through educational content that showcases your knowledge and expertise.

When you share valuable insights, tips, and strategies, you’re not only providing value to your audience, but you’re also positioning yourself as a trusted expert in your field.

By consistently delivering high-quality, actionable content, you’re building credibility and trust with your audience. They begin to see you as a go-to source for information and guidance, and they’re more likely to engage with your content, share it with others, and even seek out your services or products.

When creating educational content, focus on providing practical advice and actionable steps.

Break down complex concepts into simple, easy-to-understand language. Use visuals, such as infographics or charts, to enhance the clarity of your message.

By making your educational content accessible and easy to digest, you increase the likelihood of your audience engaging with and sharing it.

Educational content can take various forms, such as LinkedIn articles, educational videos, or podcasts.

Simply choose the format that best suits your expertise, your unique way of working, and what resonates with your audience.

Apply my 3T’s of Try. Test. Tweak. That means experimenting with different formats to see what works best for you and your audience.

Remember to stay consistent in delivering educational content to maintain your authority brand on LinkedIn. Don’t get overwhelmed, take it slow, but do!

Type 2: Personal Stories That Connect with Your Audience on a Deeper Level

Personal stories have the power to transform relationships with your audience.

When you share your authentic experiences, struggles, and triumphs, you invite your audience into your world, allowing them to see themselves in your journey.

This kind of vulnerability creates a deep sense of connection, empathy, and understanding. Your audience begins to trust you, not just as an expert, but as a person who has walked in their shoes.

By sharing your personal stories, you humanize your brand, making it more relatable and accessible.

I’ve witnessed how this type of storytelling can break down barriers, foster a sense of connectedness, and inspire loyalty.

For instance, when I share my own behind-the-scenes struggles and challenges that come with running a coaching business, my audience resonates with my honesty, and we connect on a deeper level.

By doing so, I’m not just sharing my expertise, but my humanity.

This type of connection is the key to building trust and credibility, as it shows that I’m not just preaching from a pedestal, but rather, I’m standing alongside them, offering guidance and support.

Type 3: Industry Insights and Trends That Position You as a Thought Leader

To show up as an expert, you’ve got to stay up to date with industry insights and trends. For example, AI has come on the scene like the Terminator, and because this is such a crucial technology for coaches and consultants (my targeted audience) I include AI learning and implementation in every one of my coaching programs.

Staying in the know is crucial for building your authority brand on LinkedIn. By sharing your thoughts and opinions on the latest developments in your industry, you position yourself as a thought leader.

Thought leadership helps to establish credibility and trust with your audience, as they see you as someone who is knowledgeable and forward-thinking.

When sharing industry insights and trends, make sure you provide your unique perspective and analysis. Share your thoughts on how these developments will impact your audience and provide practical advice on how to navigate them.

I recall making a post and someone commented that it was a “strong opinion.” My response was “LOL, sometimes strong opinions disrupt the inertia…” This was my position since as a coach I see a lot of inertia from people who want success but don’t take the steps to get it (IMHO).

But here’s the thing, by offering valuable insights and actionable strategies, you establish yourself as a trusted advisor in your field.

To create content that positions you as a thought leader, stay informed about the latest news, research, and trends in your industry, and have a thought-leadership position. This continuous learning helps to expand your knowledge and stay ahead of the curve.

Type 4: Case Studies and Success Stories That Showcase Your Results and Impact

Case studies and success stories are powerful tools for showcasing your results and impact. By sharing real-life examples of how you have helped clients achieve their goals, you provide tangible evidence of your expertise.

Case studies and success stories help to build credibility and trust with your audience, as they see the concrete results you have delivered.

When creating case studies and success stories, focus on highlighting the specific challenges your clients faced and how you helped them overcome those challenges. Provide details about the strategies or techniques you used and the measurable results that were achieved.

By showcasing the specific outcomes of your work, you demonstrate the value you can bring to potential clients.

Remember to obtain permission from your clients before sharing their stories and ensure that any sensitive or confidential information is appropriately anonymized.

Case studies and success stories can be presented in various formats, such as written articles, videos, or infographics. Choose the format that best showcases the results and resonates with your audience.

Type 5: Collaborative Content That Builds Relationships and Expands Your Reach on LinkedIn

Collaborative content is a powerful way to build relationships and expand your reach on LinkedIn. By partnering with other experts or influencers in your industry, you can tap into their audience and gain exposure to a wider network.

Collaborative content helps to establish credibility and trust, as your audience sees you associating with other respected professionals.

When creating collaborative content, look for opportunities to collaborate with experts or influencers who have a similar target audience but offer complementary expertise. This ensures that the content is relevant and valuable to both audiences.

Collaborative content can take various forms, such as joint articles, interviews, webinars, or podcasts.

Collaborative content provides an opportunity for cross-promotion, as both parties can share the content with their respective audiences.

Collaborative content not only helps to expand your reach but also builds relationships with other professionals in your industry.

By working together on a project, you establish a connection and open the door for future collaborations or partnerships.

It’s a Wrap!

As a coach or consultant, it’s time to take your LinkedIn presence to the next level and start building the authority brand you deserve.

As you embark on your journey to establish a powerful authority brand on LinkedIn, remember, that the key to building a genuine connection with your audience lies in sharing personal stories that showcase your expertise, vulnerability, and successes.

By doing so, you’ll be able to create a lasting impression, establish trust, and attract ideal clients who resonate with your message.

Remember that creating valuable content involves understanding your target audience’s needs and pain points, using your expertise to provide practical solutions, and staying consistent in delivering educational, personal, industry-related, case study, and collaborative content.

If you’re ready to build a powerful authority brand and establish your LinkedIn presence, consider working with a business coach who can provide personalized guidance and support every step of the way.

Chareen Goodman
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Chareen Goodman

Hello there! I'm Chareen Goodman, your go-to Strategic Business Coach. I specialize in guiding coaches, consultants, and niche-experts on the path to creating a successful online business, regardless of their prior business experience. My dedication and enthusiasm lie in helping my clients navigate the exciting stages of entrepreneurship. I'm here to teach you the ropes of building, expanding, and scaling your business, all while achieving remarkable results and boosting your revenue. Let's connect and chat about your business goals. Book a Complimentary Bold Leap call with me today!


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