LINKEDIN MASTERY

FOR EXECUTIVES
ELEVATE YOUR BRAND AND
GROW YOUR BUSINESS

Unlock the Power of LinkedIn with Proven Strategies for

Content Creation and Audience growth
WELCOME
My name is Ben Wright, and I am the founder
of Partner Fuel. In just one year, I have
successfully scaled my social media
management and ghostwriting agency to over
$30K in monthly recurring revenue.
Throughout this year, I've collected valuable
data points and insights, not only from my work
but also from client feedback. These insights
focus on how to effectively build a social media
presence, as well as the broad benefits LinkedIn
offers. As a writer for some of LinkedIn's most
prominent executives, I've developed
comprehensive playbook that can help anyone
enhance their presence on the platform.
In this PDF, we will explore several key
topics: The significance of LinkedIn for
businesses.
The crucial role of executive presence in a
successful social strategy.
(See below my first year income, just to show you
that I wasnt lying to yall)
Strategies for defining your executive
persona.
Techniques for creating impactful content.
A step-by-step guide to growing your
a audience.
I sincerely hope that this guide proves
beneficial to all readers. My aim is for you to
not only recognize the value of LinkedIn as a
platform but also to gain practical strategies for
building your personal brand on it. I am firmly
convinced that LinkedIn is an essential channel
for every company. Those who integrate it into
their marketing strategy are poised to succeed
in the coming years.
WHY LINKEDIN IS Some of these methods might incur costs, such
as sponsoring a podcast or an event. However,
AN IMPORTANT building a brand on LinkedIn, a platform with
over a billion members, can be a cost-effective
STRATEGY FOR alternative. Establishing a presence on LinkedIn
not only influences buyers but can also have a
BUSINESSES direct impact on revenue.

Being a recognizable name on LinkedIn

enhances all aspects of outreach, including cold
I ended the last page, by stating my core belief
emails, calls, and direct messages. Consider two
that LinkedIn needs to be a channel that
scenarios: in the first, you have no brand
everyone needs to be investing in.
presence on LinkedIn and your direct message
to a head of sales might be overlooked.
But why am I so convinced? Its because the
traditional go-to-market strategies for
In the second, where you have built a
businesses are evolving. Tactics that once
substantial brand around sales, the same VP is
delivered results, like paid advertising and cold
more likely to have seen your content or
emailing, are now less effective. This change is
follows you, leading to increased attention and
largely due to the daily emergence of new
response rates.
technology companies, all competing for the
attention of your potential buyers.
A client of mine in the martech sector showed
me data comparing their LinkedIn outreach
This has led to an oversaturation of traditional
before and after focusing on building their
marketing methods. While they haven't
brand. The results were remarkable: a 40%
become obsolete, their effectiveness has
increase in messages answered and a 15% rise
significantly diminished.
in revenue generated through this channel. So,
the real question isn't "Why LinkedIn?" but
In my view, the modern approach to marketing
rather "Why aren't you already utilizing it?"
involves immersing your brand in your buyers'
world, a strategy I refer to as "spheres of
influence."

Consider your ideal customer, perhaps a head

of marketing or sales. Identify what they read,
listen to, and engage with, and make your
brand present in these areas.

This strategy ensures your brand remains top

of mind, positioning you as the go-to solution
when they need one.
THE CRUCIAL ROLE However, when a CEO or another executive
from your company regularly posts content,
OF EXECUTIVE that changes.

BRAND They represent a real, tangible human

presence, and that's what people engage with.
AWARENESS The importance of executive posting cannot be
overstated.

I want you to remember this key point from the
guide: the brand and content of your
executives are significantly more impactful than
your company's LinkedIn page. Many times, I've
encountered companies primarily focused on
managing their social pages and producing
content for them.
While it's beneficial to have regular content on
your company page, it's crucial to remember
that people connect with people, not just
brands. What do I mean by this? Essentially,
your company, in itself, is just a logo and a
name—a faceless entity.
The level of trust and connection buyers have
with such an impersonal entity is often limited.
When an executive is visible and active, it
indirectly boosts your company's visibility and
drives traffic to your company page. To
illustrate, let’s take the example of Will Allred,
the founder of Lavender, a platform designed
to improve email writing skills for more
effective deal closures. Will embraced LinkedIn
as a key platform years ago and now boasts
75,000 followers.
He is known for his insightful posts on cold
emailing, which have greatly enhanced his and
Lavender's presence in the market.
You can see an example below:

I've been following Will Allred and

consistently found value in his posts.
This engagement led me to explore
the company he founded and
eventually to download and use his
product. This exemplifies the power of
an executive presence on LinkedIn. It
doesn’t just enhance visibility; it
creates a funnel directly linked to
closed and won revenue.

Quite impactful, isn't it?

STRATEGIES FOR
BUILDING A
STRONG PRESENCE
Now, let’s dive into strategies for building your These steps are integral to the
or your executives' presence on LinkedIn. process I undertake with every client
and company I collaborate with. I live
This crucial section of the article is divided into and breathe these strategies daily.
four parts:
By following these steps, I'm
confident you'll find success in
HOW TO PICK YOUR PERSONA
leveraging LinkedIn to its fullest
This is about defining the image or
potential.
identity you want to portray on
LinkedIn, which aligns with your
professional goals and audience
expectations.

WHAT MAKES GREAT CONTENT

Understanding the elements that
make content engaging and
valuable to your audience. How to
Write Great

CONTENT CONSISTENTLY
Tips and strategies to maintain a
regular flow of high-quality content,
a crucial aspect of sustaining and
growing your presence. Step-by-
Step Instructions on Building

YOUR FOLLOWING
A guide to incrementally increasing
your network of engaged
professionals and potential clients
on the platform.
HOW TO PICK YOUR PERSONA
It's crucial for everyone reading this to
understand that writing content without a
strategic plan is like burning calories
needlessly. You must know what you want to
be recognized for and who your intended
audience is. Failing to define these will hinder
you from building a dedicated and engaged
following.
A great way to illustrate this is by considering
a real-world example. Take "Rolling Stone"
magazine, a publication renowned for its focus
on music and culture. Imagine the confusion
and subscriber loss if Rolling Stone suddenly
shifted to primarily sports content. That would
be disorienting for its target audience.
Similarly, your LinkedIn page and the content
you publish are your personal media brand.
Readers who come to your content expect
consistency in theme and relevance. If your
content is scattered and lacks a central focus,
you'll quickly lose their interest.
So, how do you determine what to write and
for whom? Here are some critical questions to
consider, ones I ask every executive before
starting an engagement:
Who is your target customer?
What do they care about?
What unique perspectives
can you offer them?
Let's apply this framework using myself as an
example. My target customers are typically
founders or CMOs at B2B SaaS companies,
primarily concerned with generating additional
revenue. I offer unique insights on achieving
this through social media. Hence, my content
focuses on building executive brands, helping
busy executives with content creation, and
tips for encouraging employee engagement in
social media.
My persona is a specialist in social media
management and executive brand building,
which is what my audience expects to find on
my profile. Occasionally, I share insights from
my journey as a founder and scaling a
business, but my core focus remains on
growing my ghostwriting business.
Look at Will Allred's approach for a similar
strategy. His target audience includes SDRs
and heads of revenue, and his solution aids in
writing better cold emails. His posts, filled with
cold email tips and tricks, directly cater to his
buyers, reinforcing his persona as a cold email
expert and aligning with his company's
narrative
HOW TO WRITE GREAT CONTENT
Alright, you've identified your target audience
and the type of content you want to create.
But what exactly constitutes good content?
How do you craft something truly compelling?
This topic could fill an entire guide on its own
(and that’s something I might delve into later),
but for now, let’s focus on the key elements.
POST FORMATTING
The Compelling Hook: This is your opening
line, and it needs to be strong enough to make
people pause and read on. Without an
engaging hook, the rest of your post might go
unnoticed. Here are some techniques for
creating a hook: Start with a question, like,
"Have you ever wondered how top creators
on LinkedIn build large audiences? I've done
the research and figured it out."
Use a statistic or an intriguing fact, such as,
"Did you know that 90% of LinkedIn users
don’t post? This presents a huge opportunity
for people like you." Make a bold or
controversial statement, like, "Most marketers
are missing the mark on LinkedIn. Here’s what
they're getting wrong."
Share a personal discovery, "I've recently
uncovered a post format that consistently
garners thousands of views."
THE CONTENT
This part should be straightforward. Your
content must support your hook with valuable
information. It’s essential that your audience
learns something new and feels enriched after
reading your post.
Avoid creating clickbait by ensuring your
content delivers on the promise of your hook.
A good way to gauge the quality of your
content is to ask yourself if you would find it
informative and bookmark-worthy if you came
across it. If the answer is lukewarm, consider
revising it.
RECAP
Conclude your post by summarizing the main
points and providing a key takeaway or
actionable advice. This helps reinforce the
message and leaves your audience with
something memorable or useful.
Remember, good content is a blend of
engaging hooks, valuable information, and a
strong conclusion.
Each element plays a crucial role in making
your post stand out and resonate with your
audience.
Other essential components to consider when
crafting a LinkedIn post include:

Write as You Speak: In an era dominated by

generative AI, many rely on it to craft content.
However, such content often lacks a human
touch and can sound robotic. Always ensure Content
your writing mirrors your natural speaking
style. This adds authenticity, makes your
builds
message more believable, and enhances the relationships.
overall appeal of your post.
Relationships
Use Simple Language: Complementing the
above point, avoid overcomplicating your
are built on
language. Your content should be easily
digestible. Steer clear of complex terminology;
trust. Trust
opt for words that are universally understood. drives
Embrace Short, Punchy Sentences: The most revenue.
effective LinkedIn posts employ brief sentence
structures. Long paragraphs can be off-putting ANDREW DAVIS
and cause readers to lose interest. Keeping
your sentences short and to the point helps
maintain reader engagement and makes your
content more impactful.
HOW TO WRITE GREAT CONTENT
CONSISTENTLY

Let me share some honest insights. Knowing
what to write and whom to write for is crucial
on LinkedIn, but the real key is consistency. As
an agency owner who works with executives, I
can attest that maintaining this consistency is
often the biggest challenge. How do you
motivate a busy executive, who's managing a
business, to carve out time for content
creation?
This is where the value of an agency becomes
evident. I employ a proven methodology,
which I'll share with you, enabling you to
achieve this without external help. The
challenge with executives isn't a lack of
content ideas; it's about extracting those ideas
and formatting them into digestible content.
Keep a journal of weekly learnings,
readings, and customer conversations.
This journal serves a similar purpose to
the call transcript, offering a reservoir of
engaging content ideas. Alternatively,
hiring an agency can significantly lift the
burden.
For a business owner juggling numerous
responsibilities, delegating content
creation to an agency can be a wise
investment. They can provide you with
three posts per week, ready to be
copied, pasted, and published on
LinkedIn, thus streamlining your content
strategy effectively.

The solution is straightforward: interview

them. If you're a marketer aiming to encourage
more posts from your executives, schedule a
45-minute call each month. Ask them about
their current business challenges, views on the
economy, recent customer interactions, and
any new learnings they find interesting. You'll
be surprised by the wealth of information
these discussions yield.

Record the call, then use a service like

Turboscribe for an accurate transcript. Feed
this transcript into ChatGPT, asking it to
summarize and extract 12-14 unique points
with relevant quotes. These become the basis
for your posts. Imagine, just 45 minutes can
provide enough content for an entire month!
This is how you facilitate consistent posting by
executives: extract their ideas and shape them
into ready-to-publish LinkedIn posts. For
individuals without a marketing team, a similar
approach works.
HOW TO BUILD YOUR
FOLLOWING

Allow me to be straightforward: even if you

create the world's best content, it won't have
much impact without an audience to engage
with it. Actually talk to
Building a following is crucial. Fortunately, your
there are specific, actionable steps you can
take to achieve this, and we'll delve into these
customers. Use
in detail in this section. Building a following is the language
a strategic process that, when done correctly,
ensures your content reaches and resonates that they use.
with the right audience, making all the
difference in its effectiveness.
Talk about the
things they
They are:
talk about.
Switch on creator mode
Connect with 10 people in your niche Never feed
everyday
Pick 5-10 influencers in your space, and
salad to a lion.
comment on their posts consistently
Create a “pod” of like minded people JAY ACUNZO
 CREATOR MODE

So, the first thing you want to do is

turn on creator mode on Linkedin. To
do this you want to head to your
profile, and hit the “Me” icon at the
top of the page

Then scroll down to resources,

and turn creator mode on.

Activating Creator Mode on LinkedIn brings a significant advantage: it changes the primary call-to-
action on your profile. Instead of the usual “Connect” button, visitors will see a “Follow” button.

This subtle shift can have a profound impact. When someone chooses to “Follow” you, it signals
LinkedIn's algorithm to prioritize your content in their feed.

This increased visibility enhances the chances of your content being seen and engaged with by a
broader audience. Essentially, by encouraging followers rather than connections, you're optimizing
your profile for content dissemination, thereby boosting the potential success of your posts.
 CONNECT WITH 10 PEOPLE IN
YOUR NICHE EVERYDAY
At the start of this resource, I emphasized that
leveraging LinkedIn effectively requires effort.
One critical yet time-consuming aspect of this
is actively pressing the “connect” button.
To reiterate, having an audience is essential;
without it, your content won't reach the
intended readers. Assuming you've established
your target audience using the steps outlined in
part one, the next step is to connect with these
individuals.
For example, if you're selling marketing
technology software, your primary buyers are
likely Chief Marketing Officers (CMOs).
Therefore, aim to connect with 10 CMOs every
day.
To streamline this process, there are tools
available like LinkedElf, which can automate
these connections. If you're looking to save
time and offload this task, such tools can be
extremely beneficial. By utilizing technology,
you can focus more on other aspects of your
LinkedIn strategy.
PICK INFLUENCERS AND
COMMENT ON THEIR POSTS
Every industry is home to its influencers,
individuals who command substantial
followings on LinkedIn.
You can leverage these influencers' audiences
to your advantage.
When you actively track and comment on
posts made by influencers in your industry,
their audience may become curious about who
you are. This curiosity often leads them to visit
your profile, potentially resulting in gaining
additional followers by tapping into the
influencer's audience.
To find relevant influencers, dedicate about 30
minutes to perform a quick Google search.
Combine your niche with the term "LinkedIn
influencers." There's a good chance that lists of
influencers in various fields have already been
compiled by others.
For instance, if I search for "sales influencers
on LinkedIn," these are the types of search
results I find. This method provides an efficient
way to identify key figures in your area of
expertise, allowing you to strategically engage
with their content and expand your network.
 CREATE A “POD”

For those new to LinkedIn, it may come as a

surprise that a common strategy to boost
content visibility is the creation of an
engagement pod.
If you can
An engagement pod consists of a group of
individuals who mutually agree to like and
take your
comment on each other's content. Ideally, this personality
pod should be composed of members within
your niche, as this adds more legitimacy to your and inject it
posts.
into the
You can form an engagement pod with people
you already know, or you can expand your
message you
network by identifying and reaching out to share, you’ll
other emerging creators in your field. Once
you've established a pod, you can stay updated be one step
on each member's posts by activating the
notification bell on their profiles.
ahead in the
content
With this feature enabled, you'll receive a
notification each time someone in the pod marketing
publishes new content
game.

JASON MILLER
CONCLUSION

And there it is – my comprehensive guide on For those looking to intensify their LinkedIn
executive content creation for LinkedIn. focus in 2024 but seeking additional support,
agencies are available to assist.
We come full circle to my firm belief: LinkedIn
is an unparalleled platform for capturing your At PartnerFuel, we specialize in social media
target audience's attention. management and executive ghostwriting
services for some of the world's leading
Brands like Gong, Clari, and Catalyst have been companies.
leveraging LinkedIn for years, and today, they
stand as market leaders. This channel is We have streamlined most of the processes
something every company should seriously outlined in this guide, helping you and your
consider, especially now, as traditional growth executives enhance your brand presence
strategies face increasing challenges. across social platforms.

Yes, it requires effort and dedication, but the Consider the impressive results we achieved
payoff is substantial: consistent, targeted brand for an executive we recently onboarded over a
awareness. 90-day period.

If our services align with your needs, we'd be thrilled to assist. Simply fill out this brief form, and a
member of our team will get in touch to discuss how we can help elevate your LinkedIn strategy.

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