LinkedIn Branding: The Three-Pillar System for Establishing Thought Leadership and Building Credibility

As you know, LinkedIn has become a crucial platform for professionals to establish themselves as thought leaders and build authority. By sharing valuable content, professionals can establish themselves as thought leaders. 

In this blog post, we explore Steve Goldhaber's conversation with Matthew Hunt, Founder of Automation Wolf, on the Interesting B2B Marketers podcast episode, where they discuss how to build a B2B demand generation system to enhance your brand on LinkedIn. 

Optimizing your LinkedIn profile is  crucial for establishing yourself as a thought leader. A well-crafted profile that highlights your achievements, skills, and expertise can help create a positive impression and establish credibility. Adding recommendations and endorsements from other professionals can further enhance your credibility.

Steve Goldhaber and Matthew Hunt discussed the following themes that can help you build your thought leadership and credibility.

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The Three-Pillar System

Matthew Hunt's demand generation system is built on three key pillars: short-form, long-form, and controlled-form content. According to Hunt, short-form content includes posts, status updates, and comments on LinkedIn. These are quick, bite-sized pieces of content that help keep your brand top-of-mind and establish a connection with your audience. Long-form content, on the other hand, includes articles and blog posts that dive deeper into a specific topic and showcase your expertise. Finally, controlled-form content includes webinars, white papers, and other gated content that allow you to generate leads and build loyalty without being salesy.

By creating content across all three pillars, businesses can develop the know, like, and trust factor. By consistently publishing short-form content, businesses can stay top-of-mind, while long-form content helps cultivate trust and establish thought leadership. Controlled-form content allows businesses to generate leads without making potential customers feel like they are being marketed to.

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1. Don't Try to Game the Algorithm

In today's digital age, algorithms play a crucial role in deciding content visibility. They use complex formulas to analyze various factors, such as user behavior, engagement, and relevance, to determine which content to prioritize and display.

However, some people try to manipulate or "game" these algorithms to boost their content's visibility. They may use tactics such as keyword stuffing, buying likes or followers, or using bots to generate engagement.

According to Hunt, this is not the best use of your time. Instead, businesses should focus on creating high-quality content that provides value to their audience. 

Hunt advises it's better to focus on creating high-quality content that resonates with your audience. You can also use legitimate strategies such as optimizing your content for search engines, using social media advertising, and collaborating with influencers to increase your visibility and reach.

Trying to game the algorithm may offer short-term gains, but it's not a sustainable strategy

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2. Content Networking

Another key strategy that Hunt recommends is content networking. This involves creating content through interviews, summits, and other avenues that allow you to promote other thought leaders and industry experts while bolstering your own brand credibility. By leveraging the expertise of others, businesses can establish themselves as a trusted hub for high-value content

The concept of content networking is based on the idea that collaboration and cooperation can be more effective than competition. By working together, creators can pool their resources and reach a wider audience than they would be able to on their own. This can be especially beneficial for smaller or newer creators who may not have a large following yet.

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Content networking can take many forms, such as:

Collaborating on content: Creators can collaborate on blog posts, videos, podcasts, or other types of content to create something that is more valuable and engaging than what they could produce individually. This can include guest posts or interviews, co-hosted podcasts or webinars, or joint social media campaigns.

Cross-promoting content: Creators can share each other's content on social media or in their newsletters to reach a wider audience. This can include retweeting, reposting, or sharing links to each other's content, as well as featuring each other in round-up posts or lists.

Participating in communities: Creators can join online communities or groups related to their industry to connect with other creators and promote their content. This can include social media groups, forums, or Slack channels.

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As the "host" of content networking, businesses can collect and curate information from other experts and thought leaders in their industry, turning their organization into a go-to source for valuable content. This can help businesses build authority and credibility on LinkedIn and establish themselves as thought leaders in their industry. 

Content networking can be a powerful strategy for building your brand and increasing your visibility, but it's important to approach it with authenticity and integrity. Avoid spamming or using manipulative tactics to promote your content, and focus on building genuine relationships with other creators. By creating valuable content and collaborating with others in your industry, you can build a loyal following and establish yourself as a trusted voice in your niche.

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Final Thoughts

By consistently publishing high-quality content across all three pillars, businesses can develop the know, like, and trust factor with their audience. This can lead to increased engagement, brand loyalty, and ultimately, more business opportunities.

However, it's important to remember that building authority and credibility on LinkedIn is a long-term strategy. Don't worry about the platform's algorithm or trying to game the system. Instead, focus on creating valuable content that resonates with your audience and showcases your expertise.

Building authority and credibility on LinkedIn takes time and effort, but by following a system like Matthew Hunt's three-pillar system, businesses can establish themselves as thought leaders in their industry. By consistently publishing high-quality content across all three pillars, businesses can develop the know, like, and trust factor with their audience.

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