Build a LinkedIn content system for thought leadership. Use when someone needs to establish authority, attract inbound leads, or build a consistent content presence. Covers positioning, content pillars, formats, and posting rhythm.
Here's what most people get wrong about LinkedIn: they're trying to go viral.
Viral doesn't pay your bills. Being remembered by the right 500 people when they need what you do — that pays your bills.
This skill builds a content system that makes you impossible to forget for your target audience. Not through hacks. Through consistency and clear positioning.
I need to understand your situation:
The strategy depends on the answers.
Before content, get clear on your angle.
The one-liner:
I help [specific audience] with [specific outcome] through [unique approach].
Example:
I help growth-stage founders build marketing systems that scale — combining 15 years of strategy with AI-powered execution.
If you can't say it in one sentence, your content will be unfocused.
Your headline formula:
[Role] | [What you do for who OR tagline]
Examples:
The headline is prime real estate. Don't waste it on your job title.
These are the 3-5 topics you'll own. Everything you post should fit into one of these buckets.
Good pillars:
Example pillars:
The ratio:
Different formats for different goals:
| Format | Good For | Engagement |
|---|---|---|
| Story | Connection | High |
| Framework/List | Authority | High |
| Hot take | Reach | Variable |
| Case study | Proof | Medium |
| Behind-the-scenes | Trust | Medium |
The winning mix:
The first line determines if anyone reads the rest. Make it count.
Hooks that work:
"Most founders get [topic] wrong. Here's why:"
"I spent 15 years learning this the hard way:"
"[Counterintuitive statement that makes them stop scrolling]"
"The best [X] I know all do this one thing:"
Hook principles:
[Hook — the moment or realization]
[Setup — quick context]
[Tension — what was hard or went wrong]
[Turn — the insight]
[Lesson — the takeaway]
[Question — drives engagement]
[Hook — bold claim or problem]
[Why this matters — 1-2 sentences]
[The X-step framework:]
1. [Step + brief explanation]
2. [Step + brief explanation]
3. [Step + brief explanation]
[Key insight or summary]
[CTA or question]
[Controversial statement]
[Your reasoning — 2-3 sentences]
[The nuance people miss]
[What to do instead]
[Question to drive comments]
Minimum viable presence:
If you want growth:
Best times (test for yourself):
Posting is half the game. Engaging is the other half.
Comment strategy:
Comments that work:
A complete LinkedIn strategy doc:
## Your Positioning
- Headline: [optimized]
- One-liner: [what you do for who]
## Content Pillars
1. [Pillar + what you'll cover]
2. [Pillar + what you'll cover]
3. [Pillar + what you'll cover]
## Weekly Schedule
- [Day]: [Format + Pillar]
- [Day]: [Format + Pillar]
- [Day]: [Format + Pillar]
## First 5 Post Ideas
1. [Hook + brief description]
2. [Hook + brief description]
3. [Hook + brief description]
4. [Hook + brief description]
5. [Hook + brief description]
## Engagement Plan
- Who to engage with
- How much time daily
- What kinds of comments
❌ Posting only about yourself and your company ❌ Inspirational quotes with no substance ❌ Engagement bait ("Comment YES if you agree!") ❌ Posting once then disappearing for 3 weeks ❌ Only broadcasting, never engaging ❌ Walls of text with no formatting
Need help building your LinkedIn presence? → Book a strategy call
Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com