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I started by narrowing my focus
When I first started creating content, I made the mistake of trying to talk to everyone. Big mistake. It wasn’t until I got crystal clear on my audience that things started to click. If you’re speaking to everyone, you’re really speaking to no one.
I sat down and defined my sub-niche: the specific group of people I wanted to reach. For you, that could be first-time founders, enterprise-level executives, or marketing directors at SaaS startups. Whatever it is, you need to ask yourself: Who am I really talking to? Once you know, it’s easier to create content that feels personal, relatable, and relevant to them.
I recommend using the sub-niche playbook to figure this out. It’s not just about demographics, it’s about understanding their challenges, goals, and what keeps them up at night.
I built trust by sharing my backstory
Let’s face it: people don’t connect with perfect brands or polished corporate messages. They connect with people. That’s why I took the time to create a better backstory, one that showed who I am, what I’ve been through, and why I care about what I do.
Your backstory doesn’t have to be some dramatic rags-to-riches tale. It just has to be real. Maybe it’s the struggles you faced when you first started your business. Or a personal experience that helped you see the problem your audience is dealing with. Sharing these kinds of stories made me more relatable, and my audience started to trust me.
If you’re not sure how to start, the better backstory builder is a simple, seven-step tool that can help you map out your journey in a way that feels authentic.
I created strong opinions to stand out
Here’s what I learned pretty quickly: nobody cares about “safe” opinions. If your content blends in, it gets ignored. That’s why I made a list of three to five strong opinions I have about my industry, ideas I really believe in but that also challenge how people usually think.
For you, these might be opinions about leadership, scaling a business, or tackling big challenges in your field. Don’t be afraid to take a stand. When you share bold perspectives, you’re giving people a reason to stop scrolling and pay attention. Even better, it starts real conversations with the kind of people you want to connect with.
I leaned into storytelling
People remember stories, not stats. That’s why I spent time writing three to five short stories I could share with my audience. These weren’t random stories, they were specific moments from my journey that taught valuable lessons.
Some were personal, like a time I failed but learned something important. Others were about wins I’ve had or client success stories. The goal was always the same: to share a story that made people say, That’s me, or I’ve been there too. When you use stories like these, you’re not just sharing lessons, you’re building trust and inspiring your audience to take action.
What’s next for you?
If you follow these four steps, you’ll have a solid foundation for creating LinkedIn content that connects with the right people. Trust me, it’s worth the time upfront.
Once I had this foundation in place, it became so much easier to create posts that actually worked, posts that sparked conversations, built relationships, and drove opportunities. The next step? Learning how to turn these ideas into LinkedIn posts that pop in the feed.
I can’t wait to show you how I did it. Stay tuned for part two. That’s where the real fun begins.
Whenever you’re ready, here are two ways I can help you:
- I can handle your LinkedIn for you: You’re busy. I get it. That’s why we take LinkedIn off your plate entirely. From creating content to managing outreach, we drive visibility, build authority, and fill your pipeline with qualified opportunities, so you can focus on growing your business. Here’s my Calendly.
- Get Flow AI: The AI Tool for LinkedIn (like no other). No time to write posts? Flow AI converts your ideas into high-performing LinkedIn content in just 60 seconds. Built with a proven strategy, it takes all the headache out of growing your audience, drive traffic, and generate demand, without lifting a finger. You can start free here.