TMI #64 - 3 in 10: LinkedIn ghostwriting for executives

In this fast-paced digital world, establishing thought leadership on platforms like LinkedIn, Fast Company and more has become an essential strategy for executives looking to boost their influence, attract talent and drive business growth. Here are some awesome examples: Julie Turpin, Shannon Kennedy, Jason Turner.

But how can leaders in regulated industries — where compliance often limits communication — leverage them effectively?                                                                                                            

That’s what Mo Shehu, founder and CEO of UK-based Column, and I explored in the latest TMI 3 in 10. For my full 10-minute interview with Mo, take a listen here, but if you just want the CliffsNotes, keep reading…

Whether you’re an industry leader looking to share your vision or a business executive aiming to grow your personal brand, these three key takeaways offer valuable insights to help you get the most out of a LinkedIn strategy:

1.  Thought leadership is SPECIFICALLY suited for regulated industries. From healthcare to insurance and law, those who navigate compliance restrictions much reach their target audience in a more vulnerable way to become a real ally. Such executives can leverage LinkedIn, Forbes and other industry publications to connect to and educate their audience, creating content that speaks to industry-specific challenges and their solutions, bringing a real voice of leadership among the regulatory content the business is putting out.

2.  Consider the real ROI of LinkedIn thought leadership. While likes and shares are indicators of engagement, the real ROI of LinkedIn thought leadership lies in its impact on sales pipelines, hiring efficiency and competitive advantage. Executives are connecting easier with prospects, existing employees and aspiring job seekers, all due to the value-driven content they share. This strategy sets executives apart, especially when competitors are not investing in content the same way.

3.  Drive strong results by becoming friends. For us to authentically capture your voice, your ghostwriting team will want to be immersed in your executive — their speaking engagements, videos and blogs to ensure the content we create resonates deeply with who they are. Quality content isn’t just about writing; it’s about rigorous research, thoughtful editing, and aligning with your executive’s voice to humanize complex industry topics. But know that we must get to know them to write for them. There are no shortcuts to this process!

The ROI in harnessing the power of LinkedIn to build a personal brand and strengthen business outcomes lies in the connections built and the lasting influence your content will create.

Thanks again, Mo, for your expert advice! - Mindi :)

Are you a marketing ⭐️? If so, I’d love to feature you in a future TMI 3 in 10 episode. Reply to this email and tell me about your specialty marketing focus and what you’d like to talk about.

INSIGHTS✨ Stuff worth reading

Forbes: 6 mistakes most marketers don't realize they're making

MarketingProfs: 8 ways to boost your email campaign's effectiveness

Heinz Marketing: Strategies and tactics for keeping your content evergreen

MarTech: Thought leadership is the human element your marketing needs

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