LinkedIn Authority & Outreach

This is the only major platform where the audience is at work. They are in a professional frame of mind, they have budget authority or access to it, and they are thinking about their job. Content that performs elsewhere often fails here, and content that would look dull elsewhere performs well. PROFILE: a landing page, not a CV. A CV describes the past to an employer; a landing page describes an outcome to a buyer. The headline is the most valuable text you own because it appears beside every post, comment and message — it states who you help and what outcome you produce, never your job title. The About section is written in second person about their problem, with only the first two lines visible before the fold. PROOF: four content types at roughly 40% insight, 30% proof, 20% opinion, 10% personal — with the warning that personal content earns reach and does not convert, so a feed of nothing but reflection builds an audience of spectators. Plus the format rules specific to this platform: first two lines carry everything, no outbound links in the post body, and never the fake hook that costs the credibility you are there to build. PRESENCE: the most underused tactic available. Ten to fifteen thoughtful comments a day puts you in front of other people's audiences at zero cost and warms every subsequent message. PIPELINE: the deliberately slow five-message sequence, starting with one to two weeks of engagement before any message, connection requests with no pitch attached, and messages under seventy words with one question and no calendar link.