How to Build Thought Leadership on LinkedIn
Shocking anecdote or idea.
Insight backed up with relatable evidence.
One-liner mic drop.
Does this sound familiar when you scroll through LinkedIn? Is this really what LinkedIn thought leadership is?
Honestly, it can be!
But while we see this formula from a lot of different leaders on social media, it’s not necessarily about following a formula. It’s about what you are bringing to the table. Yes, it’s important to catch people’s attention. Yes, it’s important to find interesting ways to say something. But most importantly, you need to say something worth listening to.
If you’ve got valuable insights for your industry and peers—or even if you just want to be a part of these conversations to build some street cred on social media—it’s time to exercise your thought leadership muscles. In this article, we’ll cover how to build thought leadership on LinkedIn in an effective but authentic way.
What is Thought Leadership?
So, what exactly is thought leadership? It’s a term we hear a lot, but it’s more than a buzzword. At its core, thought leadership is about being recognized as an authority in your field. It’s not just about having a lot of followers or getting a ton of likes—though those can be nice perks. It’s about sparking meaningful conversations and influencing the direction of your industry.
Think of thought leadership as your opportunity to share your unique perspective. It’s your chance to weigh in on the big issues, offer solutions, and inspire others with your ideas. And let’s be honest, in the noisy world of social media, having a nuanced perspective is what truly sets you apart.
When you become a thought leader, people start looking to you for guidance. They trust your opinions and value your expertise. This can open doors to new opportunities, whether it's speaking engagements, partnerships, or increased awareness for the company you work for. Essentially, thought leadership helps you build a reputation as someone who knows what they're talking about—and who others should listen to.
Thought Leadership on LinkedIn
Why should you focus on building thought leadership on LinkedIn? There are the obvious reasons, like the fact that LinkedIn is the go-to platform for professionals. It's where people go to network, learn, and share industry insights. Unlike other social media platforms, LinkedIn is all about career or company growth—the perfect place to establish yourself as an industry thought leader.
But, just like being a good leader isn’t about promoting yourself but serving your team, posting on LinkedIn is about creating value for your network. The more value you bring to the table, the more credibility and trust you gain from peers. Sharing knowledge can help others succeed in their goals, offer a unique perspective on issues, and help start conversations that matter to the workforce.
That’s how you earn a following on LinkedIn—or any other form of social networking. From company podcasts to blog posts to, yes, posting on social media, people will tune in when you show that your ideas are relevant and interesting.
Plus, LinkedIn doesn’t require you to have a dozen whitepapers or months of publishing to share your thoughts. Even new LinkedIn content creators can build industry authority. The algorithm can push your content to interested connections who could apply for jobs or even engage with your services (especially B2B connections!).
LinkedIn creates a space for sharing experiences and learnings, which helps you become a trustworthy source of guidance and authority.
How to Create Thought Leadership Content for LinkedIn
So, do you have thoughts about corporate life that you are just dying to share? Commentary that you think others will appreciate or learn from? If you’re ready to start posting on LinkedIn as a thought leader, here are some steps to get started.
Define your Audience
Remember how we talked about leadership being about…not you? That especially applies as you consider who you’re speaking to. Your audience defines the tone, style, and topics of your posts.
Well, there's a little caveat here. You should talk about what you’re passionate about and what you know about. That’s where your authenticity is going to come from. But you also want to consider who your message is for, not just what you want to say.
Look at their job titles, industries, and the kind of content they engage with. Are they industry peers, potential clients, or other thought leaders? Understanding who they are will help you tailor your content to their interests and needs.
If leadership is about helping and guiding others, then it’s important to listen to their concerns and what they want to talk about. You can also use LinkedIn’s analytics tools to get insights into your audience demographics and engagement patterns. Join relevant groups and participate in discussions to get a feel for the topics that generate interest. Or even better, conduct surveys or polls to ask directly what your audience wants to learn about.
Once you have a clear picture of your audience, create personas that represent different segments. For example, you might have a persona for mid-level managers looking to advance their careers and another for industry veterans interested in the latest trends. Tailoring your content to these personas makes it more relevant and engaging, helping you build a stronger connection with your audience.
Look to Other Thought Leaders
You also don’t have to know everything right up front in order to be at the front of these discussions—what are other thought leaders doing and saying that have a real and engaged audience? Taking inspiration from them can provide a roadmap for your own journey.
You can start by identifying key influencers in your industry. Look at their profiles and analyze the type of content they share. Pay attention to the topics they discuss, the format of their posts (articles, videos, infographics), and the engagement they receive.
Which posts get the most likes, shares, and comments? What kind of content falls flat? This analysis can offer valuable insights into what resonates with your target audience. However, it’s important not to simply mimic others. Instead, think about how you can bring a fresh perspective or new insights to the conversation.
You can even reach out to these thought leaders to collaborate or jump into their comment section to engage with them and their audience. Building relationships with established influencers can expand your reach and credibility and help you stay visible in your industry’s community.
Engage with Your Following
Interaction is the heart of building thought leadership on LinkedIn. It’s not enough to just post content—you need to engage with your audience actively. Respond to comments on your posts thoughtfully—if you get a DM, try to be present and give those people some of your time. When someone takes the time to leave a comment, whether it’s praise, a question, or even a critique, acknowledge them. This shows that you value their input and are open to dialogue.
Engaging in discussions helps build a sense of community around your content, too. You can dive deeper or clarify things that may not have been as important in the initial post. Make it a habit to check your LinkedIn notifications regularly and respond promptly.
You can open up the discussion even more if you want to host LinkedIn Live sessions or participate in webinars to engage with your audience in real time. These interactive formats can help you connect on a more personal level, making your thought leadership more relatable and impactful.
Discuss Key Issues Within Your Industry
We’ve talked a lot about this already, but it’s because it can make or break your thought leadership journey—you’ve got to be relevant. Addressing key issues in your industry is a powerful way to establish thought leadership.
Stay updated with the latest trends, challenges, and innovations in your field. It’s not a bad idea to use tools like Google Alerts, industry journals, and LinkedIn’s news feed to keep yourself informed.
If there’s a significant issue, this is your chance to jump online and share your insights and perspectives. You’ve got experience and some expertise—show it! And remember, people are tired of corporate jargon and tone-deaf responses to issues. It pays off much more to be honest about the challenges you and others are facing, and realistic about the solutions. As always, your audience will appreciate your authenticity and practical advice.
Also, you may be tempted to keep your comments on the sunny side, but we wouldn’t recommend shying away from controversial topics or differing opinions. A well-reasoned and respectful “hot take” can not only draw more attention to your content but actually bring new perspectives and voices into the conversation. This is part of using your leadership and platform for the greater good.
And on that note—you can ask your audience for their opinions and experiences related to certain issues. It shows maturity to acknowledge you have blindspots and are interested in learning more.
Find Your Niche
Be relevant, but also be interesting…we know, it’s kind of tricky to find this balance. The key to standing out in a crowded space, though, is to find your niche. Identify specific areas within your industry where you can provide unique value. Start by analyzing the current conversations in your field. What topics are being discussed? What gaps exist? Where can you offer new insights?
This is also where you need some self-reflection. What are you deeply knowledgeable about? What topics excite you? The sweet spot is where your expertise, excitement, and audience needs intersect.
Once you've identified your niche, focus on it consistently. Create content that delves deep into these topics, providing detailed analysis, fresh perspectives, and practical advice. Over time, this will help you build a reputation as a specialist in this area, attracting a dedicated following who look to you for specific insights.
LinkedIn Thought Leadership Example
Consider this short but super applicable tip from this Sales Management Thought Leader who had a post go a bit viral. On LinkedIn, Gabrielle “GB” Blackwell says:
This creator gives prudent and actionable advice—it’s not just “support your team” but “here is how to stop draining your team.” This is largely what makes it valuable. It’s also a short and simple concept, which makes it not only digestible but easy to engage with, chat about, and even share. It’s authentic and opens the conversation up for both the leaders having these 1:1s and everyone on the other side, too.
If you look at the post, you will also find the creator engaging with over 30 commenters agreeing, sharing their experiences, and more. She’s open to insights from others and is building her own authority within this space—all while strengthening LinkedIn connections. It’s simple, relevant, and niche—pretty much everything you could want from a successful thought leadership post on LinkedIn!
Final Words
Establishing yourself as an industry authority doesn’t happen overnight. While creating content for LinkedIn to highlight your expertise is a great place to start, you'll likely need to utilize multiple mediums and channels to solidify your standing.
One of the most effective channels you can use to strengthen your thought leadership is podcasting. Not only does podcasting allow you to go more in depth with your industry insights, the intimate format of speaking directly to your listener increases trust and affinity.
Ready to amplify the thought leadership you’ve cultivated on LinkedIn? Learn more about B2B Podcasting with Sweet Fish Media.