Posting on LinkedIn isn’t just about showing up—it’s about making sure the right people notice you.
Every time you post, you’re creating a powerful opportunity to grow your personal brand and connect with key stakeholders—clients, investors, talent, and peers. Whether you’re just starting to build your presence or refining an existing strategy, every post counts.
But without a clear strategy in place, you risk losing that opportunity and even pushing away the very people you want to connect with. Without the right approach, your posts may not land with the right people, and you could easily be overlooked in the vast sea of content on LinkedIn.
Don’t stress though—building a personal brand doesn’t need to be complicated.
The key is to take a simple, strategic approach to your LinkedIn content. The first step? Top of Funnel (TOF) content. This is where you begin raising awareness, drawing attention to your name, and introducing yourself to a broader audience. This is the starting point of the journey, and it’s where you build the foundation for everything else.
Making Yourself Known
TOF content is all about visibility and awareness. This stage isn’t about selling a product or service. It’s not about pushing anything onto your audience—it’s about letting people know you exist. It's your time to show the world what you stand for, share your insights, and give people a reason to take notice of you. When you share valuable and engaging content at this stage, you’re essentially casting a wide net and letting the world see who you are.
What does this look like in action? You might start by sharing industry advice that positions you as an expert or thought leader. You could talk about trends, insights, or share best practices within your field that demonstrate your depth of knowledge.
Alternatively, sharing personal stories or experiences that humanize your brand can help people connect with you on a more personal level. This can give your audience a peek behind the curtain, helping them relate to you and your journey. These types of posts are designed to get people to engage with you, spark a conversation, and make them curious about what you do.
Laying the Foundation for Growth
At this early stage, your primary goal isn’t to close a sale or pitch a service—it’s about expanding your reach and growing your audience. You want to make it as easy as possible for people to find you, engage with your content, and see the value you bring to the table. It’s about building momentum, establishing your presence, and getting people interested in following you for more.
A good rule of thumb? Aim for about 40% of your content to be TOF content. This balance will help you build a solid foundation for long-term growth. For example, you could plan to share industry insights on Mondays to kick off the week with value-driven content, and then share personal stories or behind-the-scenes glimpses on Fridays to show a more human side of your brand.
This balance of professional and personal content will keep your posts fresh, engaging, and relatable. It will also help you build that initial connection with your audience, which is critical for nurturing those relationships over time.
Stay Tuned for More
You’ve started to build awareness—now it’s time to nurture those connections with Middle of Funnel (MOF) content. In the next article, we’ll talk about how to show your audience why they can trust you and position yourself as the go-to expert in your field.
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