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I talk to a lot of people who want to show up regularly on LinkedIn.
Everyone, from directors and senior managers to executives and founders. They all want to make a name for themselves and create new opportunities, whether it’s a new job, a podcast opportunity, or lead generation.
But they all get tripped up in the same place. When they go to write a post, they struggle to come up with a topic.
So they end up writing something vague and hope it lands. Or they pick a topic that sounds impressive or one they “think”they should cover, but it doesn't really feel like theirs.
The post goes live, gets a handful of likes from the wrong people, and they're right back where they started the next week, looking at a blank page and wondering why this feels so hard.
To solve this ongoing problem, you need to get clear about your posting topics.
Today, we’re starting with this one question to help you:
What problems do you solve best, and what expertise areas should you own?
The reason this is the right place to start is confidence. One of the most common fears I hear from people who want to show up on LinkedIn is "who cares what I have to say?" And I get it.
That fear is real, and it makes sense when you haven't given yourself a clear answer to lean on yet.
But think about it this way.
If you're someone who can walk into a business, spend an afternoon looking at their operations, and walk out knowing exactly where the bottlenecks are and how to fix them, that’s not common knowledge. Most people can’t do that. Your ability to see what others miss, and to know what to do about it, is exactly what someone out there is searching for right now.
Your problems solved become your topics. Your areas of expertise become the through line that people start to recognize and trust. And when someone reads your content and walks away having actually learned something from a person who has lived it, that's when credibility compounds. That's when you become the authority they turn to.
The best marketing ideas come from marketers who live it.
That’s what this newsletter delivers.
The Marketing Millennials is a look inside what’s working right now for other marketers. No theory. No fluff. Just real insights and ideas you can actually use—from marketers who’ve been there, done that, and are sharing the playbook.
Every newsletter is written by Daniel Murray, a marketer obsessed with what goes into great marketing. Expect fresh takes, hot topics, and the kind of stuff you’ll want to steal for your next campaign.
Because marketing shouldn’t feel like guesswork. And you shouldn’t have to dig for the good stuff.
I said something similar in a post last week.
I can watch a full tutorial on someone making sourdough from start to finish. They can show me every step, tell me exactly what to buy, and walk me through the whole process.
But if I don't want to spend that time doing it myself, I'm going to pay someone who has mastered it.
LinkedIn works the same way. Show people what you know. Prove you've done the work. And the ones who need what you do will find you.
When you build your posts around the problems you've genuinely solved over and over and the expertise you've actually earned, writing stops feeling like a chore.
You're not performing anymore. You’re just sharing what you already know, and that comes through.
Your readers feel the difference between someone who believes in what they're saying and someone who picked a topic because it seemed like a good idea at the time.
The posts that feel forced live on the to-do list and collect dust. The ones that come from a place of real ownership get saved, shared, and remembered.
That's how repetition becomes recognition, and recognition becomes recall, which is ultimately what makes someone think of your name the moment an opportunity opens up.
A new client, a speaking invite, a podcast, a referral from someone who has been reading your posts for months.
So before your next post, go answer that question. Write it out and be specific. "Leadership" is not an expertise area. "Helping first-time managers navigate their first 90 days without losing their team's trust" is. "Auditing operations for mid-sized manufacturers and fixing the bottlenecks that are killing their margins" is.
The more specific your answer, the more your content has a lane. And when your content has a lane, your audience knows exactly what they're getting from you every time you show up.
That consistency is what builds the kind of trust that turns a reader into a referral.
P.S. One of the first things I do with every ghostwriting client is walk them through exactly this. If you want help identifying your content pillars and building a LinkedIn presence around them, reply here and let's talk.