Creating Thought Leadership Content for Subject Matter Experts
Client(s): Various industry leaders, entrepreneurs, and CEOs
Industries: Ecommerce | Business Coaching | Social Media
Project Date: 2022 - Present
Over the past 2+ years, I’ve worked with several subject matter experts to create thought leadership content that generates inbound traffic, grows their social channels, and engages key stakeholders.
Objective:
I’ve collaborated with several subject matter experts across industries to produce engaging long-form social media content that:
Enhances their personal brand by establishing expertise and credibility.
Grows their social channels.
Generates leads.
Increases inbound traffic and TOFU awareness.
Strategy:
While each project varied based on the thought leader’s goals, I approached them all with a strategic mindset. My process involves:
An audit of current online presence, including establishing baseline social media metrics.
LinkedIn profile enhancement recommendations, including optimizing headers, profile photos, headlines, custom buttons, about sections, featured links, and more to optimize for conversions from increased profile visits.
Content pillar production for thought leadership content.
By interviewing each subject matter expert, I determine their unique skills, knowledge, and experience to develop original, compelling thought leadership content that can’t be found anywhere else.
Content calendar creation that encourages regular posting and engagement.
Ongoing monitoring of the effectiveness of each piece of content. I identify trends in what’s performing well and optimize future content based on my findings.
Work Samples (without naming names):
Results
Here are some results I’m proud of (without naming names):
I worked with a SaaS CEO to build a comprehensive LinkedIn content strategy, including videos, long-form text posts, and article shares. Over 3 months, some key results include:
+250.88% in engagement rate.
+100% in new followers.
+466.67% in posting cadence.
67% increase in average weekly profile views.
Over 450,000 impressions from organic and paid sources.
Compared to the previous year, some notable improvements from reviving a dormant founder channel are:
+1,607,631% in impressions YoY.
+2,844,750% in unique views YoY.
+123,400% in engagements YoY.
Increased LinkedIn post engagement rate by 61% within 2 months for a social media subject matter expert.
These posts were adapted from long-form blogs posted on the expert’s profile website, which I edited and optimized for SEO.
Through profile optimization and regular content posting, I generated a 22% increase in LinkedIn connections and doubled LinkedIn search appearances for a business coach and mentor who was looking to grow their profile and generate leads.
