A Practical LinkedIn Content & Engagement Strategy for Busy Executives and Founders

As a busy executive or founder, you may find it challenging to carve out the time for an effective LinkedIn content and engagement strategy. However, a strong presence on LinkedIn can be invaluable for personal branding, networking, and thought leadership. So I wanted to outline a practical formula designed to help you maximize your time and achieve tangible results on LinkedIn.

Step 1: Set Clear Objectives

Before diving into content creation and engagement, define your LinkedIn objectives. Are you looking to establish yourself as a thought leader, expand your network, or generate business opportunities? Clear objectives will help you focus your efforts and measure success.

Decide what you're going to talk about and how often you're going to talk about it.

Step 2: Create a Content Calendar

A content calendar will streamline your LinkedIn activities by scheduling posts in advance. Dedicate a few hours per month to plan and create content based on your objectives. Your calendar should include a mix of:

1. Thought leadership: Share your insights, industry trends, and opinions on relevant topics.
2. Company news and updates: Highlight your company's achievements, product launches, and milestones.
3. Personal stories and experiences: Share lessons learned, challenges, and successes to humanize your personal brand.
4. Curated content: Share valuable information from other sources that resonate with your target audience.

This has to be personalized to your brand.

Step 3: Automate Posting

Use LinkedIn's built-in scheduling feature or third-party tools like Buffer, Taplio, or Hootsuite to automate content posting. This will save time and ensure your content is published consistently, even when you're busy.

Step 4: Allocate Time for Engagement

Engagement is crucial for building relationships and increasing the visibility of your content. Set aside 15-30 minutes per day (or a few times a week) for engagement activities:

1. Respond to comments on your posts and engage with commenters by asking questions or sharing additional insights.
2. Like, comment on, and share posts from your network to show support and foster connections.
3. Send personalized connection requests to relevant professionals, along with a note explaining why you'd like to connect.

I craft my own engagement lists so I know exactly who I'm going to engage with everyday.

Step 5: Leverage Your Team

If you have a team or an assistant, consider delegating some LinkedIn activities. They can help with content creation, scheduling, and even monitoring engagement. Just be sure to maintain your authentic voice and retain control over your personal brand.

Step 6: Measure Success and Adjust

Track your LinkedIn performance by monitoring key metrics such as profile views, post engagement, and new connections. Assess your progress against your objectives and adjust your strategy accordingly. Regular evaluation will help you refine your approach and maximize results.

My last piece of advice: give it some time. This is a long-term investment. Evaluate your results every month, but give it a good 3-6 months to start generating opportunities, leads, and more.

If you want to start building an audience on LinkedIn, I'd be more than happy to help!

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