A polished LinkedIn post is only one part of the work of thought leadership content. Someone has to know what the founder thinks, what buyers care about, and where the two can intersect. Then the founder has to recognize themselves in the result.
In this episode of The Inspired Marketer, Daniela talks with Dylan Jack, who leads technical content creation at Inspired Marketing, about the work behind a credible B2B voice. They get into the nitty gritty: discovery calls, research, writing, the easily neglected business of showing up in other people’s comment sections.
Dylan has worked with leaders who would rather discuss their product than broadcast their personal lives. One had a love of hockey that gave the team a way to make his posts more recognizable without asking him to perform a version of himself he couldn’t sustain.
Daniela and Dylan discuss how to find those details, when a technical lead should join the conversation, and why founders at early-stage companies have good reason to start speaking before their product is finished. They also cover the time involved and the signals worth tracking, including relevant inbound messages and what buyers say when they get in touch.
The episode ends with a starting point for anyone staring at an empty LinkedIn profile. Find the people you want to reach, then start publishing. You can refine the voice as you go.
