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If you've spent any time on LinkedIn, you've heard some version of this advice.
Just provide your audience value. Sounds easy enough in theory, so you nod your head and move on because questioning it feels like you're admitting you didn't get something everyone else in the comment section seems to understand.
I posted my own translation of it last week. It's an abbreviated version, but I think the bigger question is where you source your value. Start by looking at what you already have and what you've already done.
Let's take a VP of Marketing.
She's been in the industry for 15+ years, leads a team, runs campaigns, sits in budget meetings, hires people, and makes judgment calls every single day.
Her full plate and experience level mean she has a lot to say. What she doesn't have is a clear sense of what's worth saying.
Here's how I'd tell her to think about it.
Everything she posts will come from one of three places:
What the job has taught her. A campaign that surprised her, a hiring lesson she learned the hard way, a trend she has a real opinion on.
Try this: write down one call you made this quarter that someone two years into their career would have gotten wrong. That's a post.How she operates. How she leads her team, manages her week, and makes decisions.
Try this: name the one habit that keeps your week from falling apart. Spoiler alert, it's usually the boring one you never think to mention.Her life outside of work. She's more than her job title. She's a real person with a life offline and that's worth sharing.
Try this: think of something that made you laugh or stop this week that had nothing to do with your job, and start there.
These three pillars drive her content strategy. She pulls from all three and rotates them, so her content feels fresh and holds attention.
All she has to do is pay attention to what she already knows and does.
It's the same for you. Your value comes from looking at your own experience and sharing things you've learned, failures, successes, hacks, questions, and opinions that are yours.
Readers scroll away having learned something or feeling less alone in whatever they're working through.
If you're not sure where to start, that employee personal brand issue I mentioned a few weeks ago is worth a read. And if you want post ideas to get moving, my prompt guide is right here.
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