An AI-powered LinkedIn content strategy will help you build your influence through a strong social media presence while keeping your costs low. In this comprehensive executive guide, I’ll show you how to use AI in your content marketing strategy, including what to post, when to post, how to involve your team, and much more. For background, I’m an executive like you (3x CEO with exits to public companies – details here: LinkedIn profile).
This guide is for leaders who want to use LinkedIn content marketing to build meaningful relationships that generate qualified leads, build their brand (company and personal), get speaking opportunities, and find valuable partnerships. Your voice on LinkedIn will become a trusted resource that others seek out for guidance and insights.
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Table of Contents
A Proven AI-Powered LinkedIn Content Strategy
LinkedIn has close to 1 billion users worldwide. It’s the social network for professionals. And that means there’s a good chance that your B2B prospects are on LinkedIn.
The big question: How do qualified prospects find you on LinkedIn?
That’s where a strategic approach to LinkedIn content marketing will help your business accelerate sales. Many companies consider hiring a LinkedIn content marketing agency due to time constraints or fear of AI posting penalties. They rightfully want to avoid using AI-only content creation tools. It’s a legitimate concern. Most tools designed for LinkedIn posting simply generate regurgitated information from AI training data, nothing unique to your business.
The good news is you don’t need to throw money at an agency. You can create an influential AI-powered LinkedIn content strategy that is authentic simply by adding a human touch such as stories from your background, expertise, and customers.
MakeMEDIA makes the entire process trivial: you just answer questions verbally in a guided interview. It transforms your thoughts into well-written LinkedIn posts that drive engagement and leads. Simultaneously, it delivers high quality SEO-rich articles and newsletters for a broader content marketing effort.
It’s an AI-powered tool that acts like your personal LinkedIn content marketing agency.
Run an agency? Here's how to grow it faster:
5 Growth Tactics for LinkedIn Content Agencies
Human + AI Process for LinkedIn Content Marketing
If you hired a LinkedIn content marketing agency, they would interview you every month for 15-20 minutes, then write engaging LinkedIn posts designed to capture attention. You have to schedule a meeting at a mutually convenient time. If you’re a business executive, you might have to reschedule as conflicts arise. Plus, agencies are expensive ($3000-6000/month).
With AI-powered LinkedIn content, you can have the same meeting with an AI agent at your convenience, whether you’re out for a walk, in your car, or have sporadic 5-minute gaps between meetings. With MakeMEDIA, your interview is completed in literally a few minutes and it delivers equally strong content as an agency but at a tiny fraction of the cost.
The reason that many executives are using this approach, aside from the substantial cost savings, is the finely-tuned blend of human thoughts + AI models to draft compelling authentic stories.
The key words here are: authentic content.
An AI-powered content strategy without authenticity is like a chef only using canned ingredients – technically food, but lacking the good stuff that people crave and pay more for.
Company vs. Personal LinkedIn Accounts
There’s a reason executive personal accounts get a lot more engagement than company pages on LinkedIn. We connect with people as humans, not as corporations.
Take Bill Gates, for example. He has 37 million followers on LinkedIn, while Microsoft has 25 million. Both are substantial amounts, but the individual, Gates, who hasn’t been the CEO of Microsoft for a long time, still has so many more followers. This pattern is consistent across many companies, especially smaller ones, where the executive or leadership team collectively have more followers and connections than their company.
A post from an executive about their company culture or industry trends can get 3-5x more engagement than the same content if it were shared on a company page.
Personal accounts feel much more natural, authentic, and relatable to your audience. LinkedIn’s algorithm actively promotes individual content over corporate posts, tending to favor those who pay for promotion for corporate posts. Users trust and engage with human faces much more than company logos, which is why having a good professional picture as your LinkedIn profile picture is important.
Think about how you use LinkedIn. Like me, you probably stop more often to read posts from people you know rather than general company updates.
Personal Branding with LinkedIn
Today, building a personal brand is no longer an option – it’s a requirement. Your executive presence on LinkedIn will help you shape how your audience perceives you and your business.
Imagine if your company had to downsize and you were affected. With a strong LinkedIn presence, you’ve already built relationships with people outside your company who could potentially be:
- A future employer
- Someone who hires you as a consultant
- A person who connects you with others in their network
Sharing your insights is the way to get known, allowing you to create meaningful connections with potential clients and talent you may want to hire.
Establishing Thought Leadership
Posting frequently establishes you as a thought leader, especially when you’re sharing original content that reflects your thoughts rather than simply reposting something written by someone else. Your voice starts to become recognized in discussions about things you know.
That visibility opens doors to speaking engagements and potential partnerships, with the ripple effect extending beyond just social media engagement. An AI-powered LinkedIn content strategy can help build strong personal relationships too.
A personal example:
When I post on LinkedIn about CEO content marketing, I frequently get direct messages from people who want to learn more about my company’s services and sometimes just about my background because they see their careers following a similar path.
Simply by posting frequently, I’ve received numerous requests to be a guest on podcasts. I’ve also been able to use my platform to reach out to people I’d like to be part of my network, who eventually could potentially become clients.
Use AI, But Avoid AI-Only Posts
There are some LinkedIn influencers who are using AI-only posts, meaning they’re not putting any original genuine thoughts into what they publish. They’re just asking AI to write a post on a specific topic and they’re copying, pasting and putting that onto LinkedIn.
Authenticity starts with your stories, not with AI.
Use AI to transform your thoughts into engaging stories.
Similar to how Google has deprecated the rankings of websites that use AI-only content, LinkedIn is also catching on. It’s not a good idea to use AI-only content that does not include any of your unique original thoughts, stories, ideas, use cases, customer examples, and so on.
The real value of using a tool like MakeMEDIA is that it combines your human experiences and thought leadership with AI modeling and efficiency to create extremely engaging posts. While it is an AI tool that assembles your thoughts, the content is still your thoughts that are being expressed.
And it’s this combination that makes for an effective AI-powered LinkedIn content strategy.
Posts created from MakeMEDIA are extremely authentic and very influential. Because at the end of the day, you’re using LinkedIn content marketing to build your influence.
Getting Your Executive Team On LinkedIn
As the CEO or executive of your company, your LinkedIn content presence is your most effective tactic to get your leadership team to become active on LinkedIn as well. You set the tone through posting authentic content. By doing so, your team also sees that they can post information about their background and your company achievements get broader exposure too.
Encourage Your Executive Team to Post
Your executive team members can post about topics that highlight their domain knowledge. They can build credibility by sharing their specific expertise.
See our expert guide: 32 Authentic Content Creation Ideas for Business Executives
Some examples:
A sales leader might post about how to close a complex deal and how many people could be involved in the marketing and sales synchronization to close large enterprise deals.
Or a technology officer could explain emerging trends in simple terms and how they affect security or scalability.
And a chief financial officer could talk about the ROI of your products and some other milestones that you’re achieving.
When you keep your focus on real experiences and your lessons learned, you automatically create authentic posts. It’s perfectly okay to mix your professional insights and personal growth stories with company achievements. It makes your posts much more human, another reason why you see personal LinkedIn profiles getting much more traction than company posts. At the end of the day, this helps followers connect with you as a person first and then as a leader second.
What to Post On LinkedIn for Maximum Impact
A clear LinkedIn content strategy will attract qualified leads into your orbit. This includes a content mix that builds trust. After all, companies buy from people they like and trust.
MakeMEDIA can create a complete content plan for you based on your expertise and the products or services your company provides. You can then select a topic and answer guided questions to quickly generate engaging LinkedIn posts along with articles optimized for SEO. But there’s more you can do – and our interview format will help you transform your stories with AI.
Easy Ways to Get Started
Your LinkedIn presence will help shape your company’s digital voice. Here are some easy ways to get started:
- Share some weekly updates about company milestones or team achievements.
- Post about a book that you’re reading or lessons from a recent business trip. If you’ve got pictures to add from your trip, even if you’re just boarding a plane at an airport, people react very favorably to those.
Make your posts more engaging using powerful Business Storytelling Frameworks →
The key is to spend a little bit of time thinking about what happened over the course of the last week and then sharing it.
Be Authentic and Share the Ups and Downs
It’s important not to only post about your products and services, but to be authentic and share the ups and downs. On my LinkedIn profile, which I post to daily, I write a weekly feature called Startup Diary, where I post what I call our victories and screw-ups in building my startups.
These posts get lots of engagement because there are many other startups out there who see the kind of mistakes we’re making, how we’re overcoming the challenges, how we’re interacting with our customers, and how we’re making decisions. It’s genuine. These posts make readers feel like they’re not alone. They oftentimes just reach out to share a comment about how they experienced something similar that I just described in one of my posts.
Share Personal Stories and Lessons Learned
Personal stories are golden. You must include them as part of your AI-powered LinkedIn content strategy.
In my case, I started out as a semiconductor electronics engineer and then I got the itch to start a business. I’ve been building companies ever since. I describe what that transition was like and how I feel like I’m an engineer at heart.
There are many other technical founders who can relate to my struggles with understanding how important marketing is. In fact, when I share things like my former engineering colleagues feeling as if I’ve gone to the dark side, which they refer to as marketing, I jokingly post comments about that and people can completely relate because it’s something that they’re experiencing as well. That broadens my reach and exposure for the company.
When I talk about the products and services that can help our target market, there’s an audience that’s already built in who tunes into that and then connects with me to request demos or to sign up for our trials.
Creating Authentic Content at Scale: A Proven B2B LinkedIn Content Strategy
Share specific moments from your career that taught you valuable lessons. For example, if you studied one major in college but are now in a completely different career, talk about that transition and why you made the change. Many people can relate to this common experience.
Discuss how it taught you valuable lessons about pivoting, not just for your career, but also about how you react to changes in the market to better align your business with your target audience. Talking about a time when you had to pivot your business strategy based on unexpected market changes is something that resonates with many people, especially other leaders. This makes your posts more “real,” not something a generic AI tool can produce for you.
The true value comes from sharing things like your thought process behind making a tough decision during uncertain times or how you’re navigating a challenge with your product. In my LinkedIn posts, I discuss how we’re making changes to our product recognizing the things users aren’t saying during customer review calls. Readers love following that journey because it’s a story, and people prefer stories over lectures.
How to think about your posts: if you took your name off your post and put someone else's on it, would it make a difference in authenticity? If not, that means your post is not reflective of your personal brand. You're just sharing content that may not even be in your area of expertise.
Here are some other ideas for personal story ideas you can share:
- Stories about mentors who shaped your leadership style
- Your coaching approach
- Social causes that are important to you
These personal narratives help followers connect with you as a real person who has faced similar challenges. Focus on the lessons more than just the outcomes.
Highlight Business Impact and Customer Success
For business impact stories are a big part of an AI-powered LinkedIn content strategy. Talk about how your team solves specific customer problems. Share examples of employees who went above and beyond to deliver exceptional results and tag them in your post, perhaps even including a picture of you with that employee. This helps expand the post’s reach and positions you as a caring leader that people want to connect with.
Another important topic to discuss is trends you’re noticing and shifts you’re seeing in the marketplace or your industry, and what that means for your business and clients.
IT Service Provider Example: Talk about the myriad of cybersecurity threats we face daily. Write a quick post about a recent large company data breach and how the lessons from that relate to your small business clients.
These stories should highlight both successes and learning opportunities for your audience, as well as things you've learned and are now sharing.
Focus on the problem-solving process and the teamwork involved.
Some of my best-performing posts are “how-to” guides that explain step-by-step how to tackle a specific problem related to CEO content marketing. I wrote a detailed guide loaded with examples and personal stories called The CEO’s Guide to Content Marketing using MakeMEDIA. Because of the richness and depth of the content, Google quickly ranked that article on page one of its search results, eventually reaching the number one spot.
I described the process of writing that article and getting it optimized for Google and shared it on LinkedIn. That problem-solving process post about the article and others I’ve done since get a lot of traction because people want to understand how they can replicate that success for themselves. This gives your audience practical insights they can apply to their own situations, building your authority.
Incorporate Engaging Visuals
Now let’s discuss the visual content strategy you want to use on LinkedIn. You can use image generators and AI tools to make video clips as part of your AI-powered LinkedIn content strategy. There’s a big movement toward using short, authentic video clips showing behind-the-scenes moments at your company, a quick thought you had, a conversation with a customer, or a note about a trend you’re seeing.
If there’s something in the news, pull out your phone in portrait mode and record a few thoughts on it. It doesn’t have to be perfect – that’s what makes it authentic. The more raw it is, the more relatable it is. Post it with a little commentary so you start getting into LinkedIn’s video feeds.
For text-only posts, consider adding high-quality images. These could be pictures of yourself, taken on a walk, or in a conference room setting. Have an assistant take a picture for you or do a quick selfie with your team. People enjoy seeing quality pictures as part of the posts.
In instructional posts, you can add carousels, which are easily created by making a PDF document using tools like Canva. Create a PDF with multiple pages, big text, and consistent colors or a theme that matches your brand.
Don’t include too much text on each page because the carousel gets condensed to a smaller size that people can scroll through.
When you upload the full PDF, LinkedIn automatically makes each page a scrollable view that people can swipe through on their phone or click through on their computer.
One note on videos: add captions. Most people don’t have audio turned on when viewing videos on their mobile phones, so it’s a good idea to put captions on the bottom third of your video to make it accessible to all viewers. The ideal length for LinkedIn videos should be under two minutes, but videos running five or six minutes can still keep people engaged.
Share Company Updates and Milestones
Another type of content to post is company updates. These can be about:
- How your company helps staff grow professionally
- Conferences you’ve attended or plan to attend
- Specific initiatives that make your workplace unique
Share pictures from a holiday party or picnic. One of our clients posts pictures of the electronics recycling events they host a couple of times a year, generating goodwill by helping potential customers recycle computers and printers safely while creating a brand reputation as a helpful IT services company. Using AI to enhance their LinkedIn content marketing efforts, they infuse their company’s values into engaging posts.
Other company updates could include new feature releases, showing a quick video that explains how a new feature solves a real problem. We’re doing this with several features in MakeMEDIA, like our content plan maker, which solves the massive problem of creating a content plan.
The more you focus on the human element behind company achievements, the more engaging your posts will be. Example: if you’re looking to hire new staff, talk about how your company creates opportunities for both employees and customers, and the type of people you look for.
By incorporating a mix of personal stories, business impact examples, company updates, and visual content in your LinkedIn content marketing strategy, you’ll be well on your way to building a strong brand presence and engaging with your target audience. A skilled LinkedIn content marketing agency can help you develop and execute a B2B LinkedIn content marketing plan that drives results.
Tagging and Timely Commenting Boosts Reach
When you post on LinkedIn, stick around for 20 to 30 minutes to respond to people’s comments. The more you engage with people online and respond to their comments, the more LinkedIn sees you as being fully engaged and amplifies your future posts.
Respond Quickly to Comments
When you respond quickly to comments on a new post, LinkedIn may increase your post reach because you’re engaging with your network early. As you wait for people to comment on your posts, take the time to review other people’s posts and comment on them thoughtfully.
Add a meaningful response to:
- A colleague’s post
- Someone you don’t know and are not connected to, perhaps a second or third degree connection whose post came across your feed
The more engaged you are, the wider your reach will be and the more followers you will gain. Many LinkedIn influencers have mentioned that commenting on other people’s posts is one of the best strategies to grow your own follower base.
Don’t just post something that says “agree” or “good post”. You want to really express your thoughts and share insights such as alternative angles to view something.
LinkedIn Commenting: Focus on Quality Over Quantity
As you comment on posts, focus on quality over quantity. Write comments that add value and spark discussions that other people want to join. Keep your responses quick and the conversations active. That’s a signal to LinkedIn that your post deserves more visibility.
Tag People in Your Posts
Another thing you can do either through tagging, commenting, or the posts that you publish is to tag someone in your network. Here’s how you tag them:
- Type an @ sign
- Start typing their name
- LinkedIn will show you people who match their name
- Select the person from the dropdown to tag them
This tactic increases your post’s reach. When I go to networking events, I’ll take a picture with a few people I know and then make a quick post on LinkedIn to say that I really enjoyed connecting with old friends and making new ones at whatever the event’s name is.
I’ll post a picture and tag the couple of people that are in the picture with me. Their audience then also sees it across their feeds and those posts tend to get a lot more engagement.
It’s important to note that these types of posts don’t necessarily bring you leads, but it’s important to have a wide variety of the types of posts you have online because the network effect of being able to tag other people that you’re associated with professionally expands your reach.
What is the Best Time to Post on LinkedIn?
Usually the first two hours after posting generates the most engagement and then it tapers off a little bit from there. Schedule your post when your audience is most active online. Many people report that between 7:30 a.m. and 9:30 a.m. in your time zone.
I’m on the east coast of the United States, so I tend to publish right around 8 a.m. every day. Sometimes I’ll publish a little bit later in the day around lunchtime. Those posts also work well too. Interestingly, posting on the weekends also gets engagement when you post in the morning.
Use MakeMEDIA for Consistent LinkedIn Content Marketing
You might be thinking that managing your online presence and creating consistent LinkedIn content is a lot of work, especially if you don’t have the budget to hire a full-time person to manage it for you. You’re not alone. Most small companies struggle with this because it feels like a daunting task. However, MakeMEDIA’s AI-powered LinkedIn content strategy can help you dramatically accelerate your ability to stay present online so that your audience sees you as an active participant in the community.
Simplify Content Creation with Guided Interviews
MakeMEDIA simplifies the content creation process through guided interviews. You can talk your way through a series of questions about things you know, and the platform will capture your ideas, thoughts, and stories, transforming your words into engaging and influential LinkedIn posts written in a variety of styles. Choose the posts that resonate with you, add some polishing touches, and use them to maintain an active presence on LinkedIn. It’s the ideal AI-powered content strategy.
Quick note: creating articles with MakeMEDIA is just as easy. The platform generates an outline and asks you questions that you answer in an interview-based format, making it much easier for busy leaders to create content not only for LinkedIn content marketing but also for blogs and newsletters that help expand their reach.
Develop a Content Plan Effortlessly
Another benefit of MakeMEDIA is that it creates a content plan for you so that you know what to write about. The content plan is created interactively with you in just a few minutes by showing you relevant content ideas and allowing you to pick the ones you like.
Consistency is Key for LinkedIn Lead Generation
The key to successful B2B LinkedIn content marketing is consistency. Don’t just post and ghost or post infrequently. Even if people aren’t commenting or reacting, they are watching.
When I started MakeMEDIA, my goal was to reach out to people in my network and get up to 30 beta users. Very quickly, we passed 30 and hit 140 users. I couldn’t have done that if it weren’t for my regular posting on LinkedIn where I talked about the challenges and gave real stories about the value and the success my customers were achieving. All of that collectively generated much more interest in people signing up.
The best time to get started on posting is now. With MakeMEDIA, you can:
- Generate an article idea based on your line of business and target market
- Get interviewed
- Have multiple LinkedIn posts ready to go with a quick conversation
- Receive a bonus article that you can use to post on your website or as a newsletter
That’s the easiest way to do LinkedIn content marketing and generate business from people you don’t know. When your executive team and you collectively start sharing stories, it has a compound effect of using your collective networks to bring in qualified leads for your products and services.
Start Your AI-Powered LinkedIn Marketing Now
Your LinkedIn content marketing results begin with your next post. MakeMEDIA’s guided interview approach lets you share your expertise through natural conversation, turning your knowledge into content that connects with your target audience.
Our team helps you maintain a steady posting schedule and develop content that positions you as an authority in your field. Schedule a call with us today to start creating LinkedIn content that brings you measurable business growth.
