Linkedin Authority Builder

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.

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Before We Build Anything

I need to understand your situation:

1. What's your expertise? What do you know cold?
2. Who needs to remember you? Specific titles, company stages, industries.
3. What do you want from LinkedIn? Leads? Job offers? Speaking gigs? Partnerships?
4. What's your unfair advantage? Experience, perspective, or access that others don't have.
5. What are you doing now? Posting? How often? What's working?

The strategy depends on the answers.

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Step 1: Nail Your Positioning

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:

text

[Role] | [What you do for who OR tagline]

Examples:

• "AI Marketing Architect | I build your AI marketing system. Then I run it."
• "Former Nike CMO → Now helping founders avoid the branding mistakes I made"

The headline is prime real estate. Don't waste it on your job title.

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Step 2: Pick Your Content Pillars

These are the 3-5 topics you'll own. Everything you post should fit into one of these buckets.

Good pillars:

• You have genuine expertise (not just interest)
• Your target audience cares about it
• You can produce content on it consistently
• It connects to what you sell

Example pillars:

1. AI-powered marketing (what I sell)
2. Founder marketing lessons (what I've learned)
3. Brand positioning (my expertise)
4. Behind-the-scenes building (makes me human)
5. Hot takes on marketing trends (keeps it interesting)

The ratio:

• 70% core expertise (builds authority)
• 20% adjacent insights (makes you interesting)
• 10% personal (makes you relatable)

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Step 3: Know Your Formats

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:

• 2-3 frameworks per week (authority)
• 1-2 stories per week (connection)
• 1 case study or proof point per week (credibility)

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Step 4: Master the Hook

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:

• Specific beats vague
• Numbers add credibility
• Tension creates curiosity
• Punchline first, context second

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Step 5: The Post Structures

The Story Post

text

[Hook — the moment or realization]

[Setup — quick context]

[Tension — what was hard or went wrong]

[Turn — the insight]

[Lesson — the takeaway]

[Question — drives engagement]

The Framework Post

text

[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]

The Hot Take

text

[Controversial statement]

[Your reasoning — 2-3 sentences]

[The nuance people miss]

[What to do instead]

[Question to drive comments]

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Step 6: Set Your Rhythm

Minimum viable presence:

• 3x per week
• Same days/times
• At least 2 posts showing expertise

If you want growth:

• 5x per week (weekdays)
• Active commenting (20-30 min/day)
• 1 long-form article per month

Best times (test for yourself):

• Tuesday-Thursday mornings (7-9am)
• Tuesday-Thursday lunch (12-1pm)
• Avoid weekends for B2B

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Step 7: Engage Like a Human

Posting is half the game. Engaging is the other half.

Comment strategy:

• 5-10 thoughtful comments per day on posts from your target audience
• Add value, don't just say "Great post!"
• Share a relevant experience or insight
• Ask a follow-up question

Comments that work:

• "This is exactly what I saw at [company]. We also found that..."
• "Interesting take. What about the case where [alternative scenario]?"
• "Adding to this: [your framework or step they didn't mention]"

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What You Get Back

A complete LinkedIn strategy doc:

text

## 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

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What Not to Do

❌ 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

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Need help building your LinkedIn presence? → Book a strategy call

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Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com