LinkedIn Authority Builder

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name: linkedin-authority-builder

description: Build a LinkedIn content system for thought leadership. Use when someone needs to establish authority, attract inbound leads, or build a consistent content presence. Covers positioning, content pillars, formats, and posting rhythm.

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# LinkedIn Authority Builder

Here's what most people get wrong about LinkedIn: they're trying to go viral.

Viral doesn't pay your bills. Being remembered by the right 500 people when they need what you do — that pays your bills.

This skill builds a content system that makes you impossible to forget for your target audience. Not through hacks. Through consistency and clear positioning.

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Before We Build Anything

I need to understand your situation:

1. **What's your expertise?** What do you know cold?

2. **Who needs to remember you?** Specific titles, company stages, industries.

3. **What do you want from LinkedIn?** Leads? Job offers? Speaking gigs? Partnerships?

4. **What's your unfair advantage?** Experience, perspective, or access that others don't have.

5. **What are you doing now?** Posting? How often? What's working?

The strategy depends on the answers.

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Step 1: Nail Your Positioning

Before content, get clear on your angle.

**The one-liner:**

> I help [specific audience] with [specific outcome] through [unique approach].

**Example:**

> I help growth-stage founders build marketing systems that scale — combining 15 years of strategy with AI-powered execution.

If you can't say it in one sentence, your content will be unfocused.

**Your headline formula:**

[Role] | [What you do for who OR tagline]

**Examples:**

The headline is prime real estate. Don't waste it on your job title.

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Step 2: Pick Your Content Pillars

These are the 3-5 topics you'll own. Everything you post should fit into one of these buckets.

**Good pillars:**

**Example pillars:**

1. AI-powered marketing (what I sell)

2. Founder marketing lessons (what I've learned)

3. Brand positioning (my expertise)

4. Behind-the-scenes building (makes me human)

5. Hot takes on marketing trends (keeps it interesting)

**The ratio:**

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Step 3: Know Your Formats

Different formats for different goals:

| Format | Good For | Engagement |

|--------|----------|------------|

| Story | Connection | High |

| Framework/List | Authority | High |

| Hot take | Reach | Variable |

| Case study | Proof | Medium |

| Behind-the-scenes | Trust | Medium |

**The winning mix:**

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Step 4: Master the Hook

The first line determines if anyone reads the rest. Make it count.

**Hooks that work:**

> "Most founders get [topic] wrong. Here's why:"

> "I spent 15 years learning this the hard way:"

> "[Counterintuitive statement that makes them stop scrolling]"

> "The best [X] I know all do this one thing:"

**Hook principles:**

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Step 5: The Post Structures

The Story Post

[Hook — the moment or realization]

[Setup — quick context]

[Tension — what was hard or went wrong]

[Turn — the insight]

[Lesson — the takeaway]

[Question — drives engagement]

The Framework Post

[Hook — bold claim or problem]

[Why this matters — 1-2 sentences]

[The X-step framework:]
1. [Step + brief explanation]
2. [Step + brief explanation]
3. [Step + brief explanation]

[Key insight or summary]

[CTA or question]

The Hot Take

[Controversial statement]

[Your reasoning — 2-3 sentences]

[The nuance people miss]

[What to do instead]

[Question to drive comments]

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Step 6: Set Your Rhythm

**Minimum viable presence:**

**If you want growth:**

**Best times (test for yourself):**

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Step 7: Engage Like a Human

Posting is half the game. Engaging is the other half.

**Comment strategy:**

**Comments that work:**

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What You Get Back

A complete LinkedIn strategy doc:

## Your Positioning
- Headline: [optimized]
- One-liner: [what you do for who]

## Content Pillars
1. [Pillar + what you'll cover]
2. [Pillar + what you'll cover]
3. [Pillar + what you'll cover]

## Weekly Schedule
- [Day]: [Format + Pillar]
- [Day]: [Format + Pillar]
- [Day]: [Format + Pillar]

## First 5 Post Ideas
1. [Hook + brief description]
2. [Hook + brief description]
3. [Hook + brief description]
4. [Hook + brief description]
5. [Hook + brief description]

## Engagement Plan
- Who to engage with
- How much time daily
- What kinds of comments

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What Not to Do

❌ Posting only about yourself and your company

❌ Inspirational quotes with no substance

❌ Engagement bait ("Comment YES if you agree!")

❌ Posting once then disappearing for 3 weeks

❌ Only broadcasting, never engaging

❌ Walls of text with no formatting

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**Need help building your LinkedIn presence?**

→ [Book a strategy call](https://brianrwagner.com)

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*Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com*