With the consolidation of traditional media, business conversations have moved to platforms like LinkedIn. Positioning it as the modern way to do PR helps justify investment beyond simple lead generation metrics.
Feed transcripts from a CEO's calls (via Gong or Fathom) into ChatGPT and ask for recurring patterns and stories. This is a highly efficient way to surface authentic, important ideas for their LinkedIn posts.
There's a significant gap where marketers leverage AI for brainstorming and copy help, but few use autonomous AI agents to execute tasks like creating webpages, optimizing campaigns, or building reports.
To get leadership buy-in for a social media initiative, frame it as a short, time-bound experiment like a single quarter. This is much easier for stakeholders to approve than a vague, indefinite commitment to 'do social media'.
To make ghostwritten content sound authentic, train a custom ChatGPT on an executive's past writing, such as emails or Slack messages. This helps capture their unique voice and tone, making drafts significantly closer to their natural style.
Content doesn't always have to target buyers. A CTO writing about AI infrastructure might not attract customers, but it builds a powerful employer brand that attracts top engineering talent, a valid business goal.
For executives hesitant to post, a great starting strategy is to commit to only commenting on five posts per day for a few months. This builds comfort with the platform and grows their network before they have to create original content.
Before posting, dedicate a month to actively consuming content on LinkedIn. Every time you like, comment, or save a post, analyze its topic, angle, and tone. This builds the 'taste' necessary to create resonant content.
Don't judge a post's value solely on likes and comments. A post promoting a newsletter might get few likes but generate hundreds of contacts, making it a perfect candidate for a Thought Leader Ad.
While LinkedIn is a long-term play, demonstrate immediate value to maintain support. Repurpose brand content (like a CTO's post) for short-term goals, such as in targeted recruiting messages, to justify continued investment.
You can't suggest dressing your CEO as a magician on day one. Build credibility with consistent, insightful content first. Once leadership sees anecdotal success, they become more open to creative risks that often perform best.
LinkedIn's platform serves as a free testing ground. Identify your best-performing organic posts and then put ad budget behind them as 'Thought Leader Ads.' One team found this strategy was three times as effective as all other ad types combined.