Unseen, unheard and unknown? Make content that builds authority.
What's the point, right? You don't need more content that doesn't get you results. And let's be real, you don't have time to waste on writing that goes nowhere.
It's not only annoying to invest time and effort into content that doesn't land - but it's also disheartening. It can make you doubt your abilities and expertise.?
How do I know? From my own experience working with many founders just like you,?
I've seen firsthand how hard it is to ignore the frustration. You feel like you're on a different planet from everyone else.?
So, you may agree; you're generally fed up and lost with the pursuit of creating content. Because, frankly, you can only guess what resonates with your audience on LinkedIn.?
But you keep hearing (and seeing) about this big shiny prize that people seem to have all figured out.?
And I want to show you how.?
That's why I'm tooting the horn on creating purposeful, strategic content that actually builds authority and brings in leads.
What it takes to be seen, heard and known
Creating founder-led and thought leadership content isn't just about sharing your ideas, thoughts and opinions. It's about showing up—as the face of your business and yourself.
I know, I know. Many founders are becoming jaded by the phrase 'thought leadership,' I honestly see the ick in people's eyes when I bring it up. So let me just clarify what I'm saying here:
> Thought leadership content is more of a "this person knows their stuff."
> Founder-led content is more so "I like this person and their journey."
In my opinion, the mixture of the two is the creme de la creme. It's priceless.
That's to say, when done right, it can transform shadow-lurking followers into raving fans (and sometimes friends) and casual connections into meaningful opportunities.
Wondering what it takes to create authority-building content for your LinkedIn audience? It's all about:
Positioning yourself as the expert
LinkedIn is a busy platform, to say the least. Remember when it started as a place to find and apply for jobs? It's become so much more than that. And while there are plenty of experts and plenty of opinions - it's not really a matter of who shouts the loudest.?
It's like anywhere else in business. When you show up consistently (albeit with valuable content), you do more than just be present. You share ideas—you position yourself as the expert your audience needs.
Yet that sounds complicated. So, do you know what sounds easier?
> Identify and claim your specific area/s of expertise.?
For example, mine are:
> Thought Leadership
> Personal Branding
> Building Authority
> Ghost Writing
You don't need to be everything to everyone—being a go-to expert for a particular problem or industry will make you stand out.?
It's simple. When you talk about things that align with your core expertise, people will start to associate you with those topics.?
Being authentic
A real worry that many founders I've worked with is that they'll come across as forced rather than being natural or real with their audience.?
Content creation, let alone ideation, distribution or analysis, is like cooking the perfect dish. As a former chef, I can attest to this. Having spent countless hours dreaming up ways to delight my customers.
Much like your content, I wanted every meal, every bite, to feel unforgettable.
Why? Because I didn't know where my customers were in life.?
Were they celebrating? Mourning? Simply exhausted after a long day?
I had no real way of knowing. But I did know this: what I created for them could leave a lasting impression— to make them feel seen, valued and respected - if I did it with care and intention.
From the moment I selected the ingredients—inspecting, tasting, testing—to the exact second I plated the dish, every step mattered. Every detail was deliberate.
The same is true of content.
You could, of course, throw together some "beans on toast" basic generic and safe opinion content. It's quick, easy, and works in a pinch.?
But will it resonate? Will it connect? Will it leave your audience thinking, "That was exactly what I needed"? To truly connect with your audience, you need to curate an experience—one that makes them feel seen, valued and understood.
> When you're next planning content, think:
→ Are you choosing the freshest, most relevant "ingredients" for your audience?
→ Are you experimenting with the "flavours" to find the perfect fit?
→ Does it look irresistible??
领英推荐
Because intentionality isn't just the secret to a perfect dish...
It's the recipe for meaningful content that inspires action, builds trust and cultivates an authentic vibe.?
Attracting opportunities
Ah, the magpie bit. Who doesn't love sleeping soundly at night knowing their pipeline is full? (Or at least ironically filling up to anxiety-reducing levels)
Fancy generating 45% more opportunities per quarter? Those with a high Social Selling Index (SSI) on LinkedIn are sure to do that.?
But what am I on about? If you don't already know, LinkedIn's Social Selling Index (SSI) measures your ability to excel in four key areas:
→ Establishing a brand (Achieved by regularly posting valuable and authentic content. This positions you as an authority in your field, reinforcing your credibility and expertise.)
→ ?Finding the right people (Again, achieved by thoughtful, targeted content attracts the ideal audience—whether they're potential clients, collaborators or followers who align with your business goals.)
→? Engaging with insights (Sharing your unique perspectives and industry knowledge encourages interaction, sparking meaningful conversations that showcase your value.)
→ Building Relationships (Authentic content fosters trust and connection, helping you nurture long-term relationships that are essential for business growth)
And the only way to do that? Yep - you guessed it - get involved.
Don't stop at joining the conversation only.
Start by creating and distributing your own founder-led content and thought leadership. (Or should I say opinions, thoughts and insights.)?
> How to find your SSI score
1?? Go to ?? LinkedIn SSI Dashboard
2?? Log into your LinkedIn account (if you're not already).
3?? View your score – You'll see your overall SSI score (out of 100) and a breakdown of the four key areas.?
Over to you, amigo/a
I've just chucked a ton of information at you - good job hanging in there. It's well worth it.?
So here it is. This is what you need to do next if you want to start reaping the benefits of the content you sow.?
> Over the next week, I want you to:
And a bonus one task, well more of a question to ponder over:?
What's stopping me from really getting started with content creation?
Fear of being judged? Lack of time? Uncertainty about what to say? Generally overwhelmed?
Look, LinkedIn doesn't have to be overwhelming. However, seeing results does take consistency, effort, time and energy. But if you'd rather skip the hassle, I'm here to help.
Want more personalised advice? Let's chat about how I can take writing for LinkedIn off your plate so you can focus on what you do best.
Until next time, happy thinking!?
Follow me, Alice Houston, for more tips and strategies for creating thought leadership content that works while you do.?
TL;DR – Authority-Building Content for Founders
Struggling to be seen, heard, and known on LinkedIn? The key is purposeful, strategic content—not just posting for the sake of it.
Here's what works:
? Thought leadership + founder-led content → Builds trust & credibility.
? Position yourself as an expert → Own your niche and speak with authority.
? Be intentional → Like crafting a perfect dish, content needs care & strategy.
? Engage & attract opportunities → A strong LinkedIn presence = inbound leads.
What you can do this week:?
?? Post why you started your business (make it personal). ?? Share one bold industry insight (controversial is good). ?? Engage with at least four connections' posts (comment with value).
?? Ask yourself: What's stopping me from showing up? Fear? Time? Uncertainty?
?? Want to skip the hassle? I can take LinkedIn content off your plate—let's chat!
?? Follow me, Alice Houston, for more expert strategies on thought leadership content.