Hey, I’m Chrissy Mais. I’m a content creator and Content Marketing Manager at Animalz, living in New Jersey (state of the best pizza & bagels). I also write articles for davegerhardt.com. Let’s connect on Twitter & LinkedIn!
Companies are winning on LinkedIn right now because of the content they share and you know this. Maybe your CEO doesn’t, but with your help, you’ll lower the cost of customer acquisition and make more money for your company. LinkedIn also can provide much more meaningful reach today than sites like Forbes and Inc. for your CEO/founder.
With 96% of B2B content marketers using LinkedIn for organic social marketing, standing out from competitors is becoming more and more difficult. And trust me, if you’ve been on LinkedIn like me, you know how noisy your feed can be.
But relying on the trusted channel to form a stronger brand for your B2B CEO today can give your company a huge advantage — building its credibility and reputation. And as the person in the marketing seat, you’ll help them get to know people throughout the process — creating relationships and trust before doing business together.
Casey Graham, the CEO at Gravy does this well here:
His storytelling post about how people in leadership positions can open doors resonate with readers — I mean, 1,000+ likes and 120 comments?! Great engagement. And overall, his consistency with posts like this is what helped Gravy get on LinkedIn’s Top Startups for 2021.
Now it’s time for you to get your CEO on Graham’s level. They often don’t know what to say, nor have the time, but guess what, Dave & I got your backs. We’ll help you help your CEO shine.
Here are four simple steps you can take to get more content from the CEO and build their brand on LinkedIn — ensuring your target audience will find their content exciting and well-worth engaging with.
Step 1: Review existing posts
Take a look at the content that has already been published on your CEO’s LinkedIn.
Let’s say their previous posts mainly consist of company links with little to no engagement. It’s not sticking with your brand’s audience because they want more. Your leader needs to give readers content that actually shows who they are and what the company is all about — allowing them to connect in a more impactful way.
Rather than posting your business’s new blog post with a branded image that you assume is self-explanatory, guide your CEO to take a look at what other leaders in your industry are talking about.
Step 2: Tell a story instead
Forget the links and call-to-action (CTA)s for a second and lean on something more exciting — something that highlights your CEO or gives an inside scoop to the business.
For example, share some bad news you received at your company yesterday, a week ago, or a month ago and dig into the actions you plan to take to fix it.
You’ve likely seen Dave do this well. His post below for example shares his thoughts on driving long-term goals for customer advertising.
Rather than promoting the business, write a short story about a minor change the sales team made that generated more revenue. Or follow Dan Price and share feedback your employees gave about their preference on work location.
When your CEO is posting, have them think about your audience’s pain points and share content that correlates to why your company exists. Your storytelling will be inspiring to readers who may currently be in the same pickle. And as marketing expert Caitlin Allen explains, CEOs are today’s most effective mechanism for change.
So don’t think too hard about what you want to say. Instead, use the same tone that you do when talking to your internal team via Slack. Say it like it is, massage it a bit, and then copy and paste it to LinkedIn.
Step 3: Look at what’s bringing more engagement
After you switch to sharing more story-like content, look at what works and what doesn’t. Which type of content is getting more likes and thought-provoking comments? Those are the ones you want to focus on.
And as a bonus, the remarks and feedback people share and the responses you give in the comments section alone can be a post in itself.
Step 4: Get more out of the CEO
Take the opportunity to bring content to life by interviewing your CEO.
Grab 20 minutes on their calendar to hop on Zoom and ask them questions about the business. Dave talks about how founders have so much going on and so much information. They don’t view it as “I have content to share,” but here’s the perfect time to grow a mini idea farm with them.
A couple of questions to get them chatting:
- Can you tell me about investor and partner meetings?
- What’s currently happening in the market?
- How’s it going with our competition?
A few simple questions alone will produce lots of content. Then, for you, as your CEO continues talking, another idea will pop in your head, then another and another.
Stay consistent with what you share
Once your CEO gets into a rhythm of the kind of content they need to share, help them stay on beat. Share all ideas you’ve collaborated on in one place, like a continuous list in Google Sheets or Notion.
In the end, remind themthat coming up with what to share on LinkedIn is easier than they think. Content is everywhere. They’ll see once you help them slow down and look for it.
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