Skill: brianrwagner/brw-linkedin-authority-builder (version 1.0.0)

--- name: linkedin-authority-builder description: 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. --- # LinkedIn Authority Builder 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. --- ## 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. --- ## 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:** ``` [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. --- ## 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) --- ## 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) --- ## 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 --- ## Step 5: The Post Structures ### The Story Post ``` [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 ``` [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 ``` [Controversial statement] [Your reasoning — 2-3 sentences] [The nuance people miss] [What to do instead] [Question to drive comments] ``` --- ## 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 --- ## 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]" --- ## What You Get Back A complete LinkedIn strategy doc: ``` ## 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 ``` --- ## 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 --- **Need help building your LinkedIn presence?** → [Book a strategy call](https://brianrwagner.com) --- *Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com*


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