The Authority Beacon: Creating Thoughtful, Authentic Content
Posting on LinkedIn doesn’t have to feel like shouting into an empty garden. Rather, what about having your content be like inviting a friend to a delightful lunch in a beautiful gazebo, where you share a solution to a problem they’ve been searching for.
In the Butterfly Strategy, there are 3Cs which can help you do that. To help understand what they are, start by visualizing a butterfly: the body represents Connecting, the left wing is Commenting, and the right wing is Content. But it’s the “complete butterfly” that makes the greatest impact.
There is someone in your network right now who is stuck, and your unique perspective is the key to their transformation. Strategic connecting (the “body”) and meaningful commenting (“left wing”) are vital for building your foundation. Your content (“right wing”) gives direction for those looking for a way forward. [See Parts 1 and 2 of this 3-part series for more details on connecting and commenting. This article focuses on Part 3 – the third “C” of thoughtful content.]
By sharing from your heart, you can create a positive community for your message to land. Content helps you establish trust and positions you as a credible authority. This isn’t about chasing likes or algorithms; it’s about providing support to those who need your help. Someone is waiting to hear your message right now and they will miss out on a transformation if you don’t share it!
If you have ever felt like your LinkedIn presence isn’t really you, your content can help start establishing your authenticity. Think of your posts as an authority beacon for those who need your expertise. By sharing your insights, you let the “right” people know they are in the right place, moving you from being simply a participant to a recognized thought leader. It can be a space where conversations and transformations begin.
Making a "Heart Difference" through Service
At its core, content creation is not about awkward sales talk; it is about serving others. You are a coach, author, or entrepreneur because you have solutions to specific problems. When you genuinely share your message, you can create a “heart difference” which is a transformational impact that provides value.
When your content is a mix of business posts and personality posts, it allows people to get to know, like, and trust you as a person. It can help them decide if they want to get to know you better, which can help them decide if they want to do business with you.
Business posts can include sharing about whom you serve, how you solve problems, and the lessons learned from your journey. Personality posts allow people to see the human behind the screen. These can include sharing about your hobbies, activities, and everyday happenings. Create analogies from an everyday activities and relate them to your business.
Your Content is Your Authority Beacon
One of the biggest roadblocks to creating content is the “chrysalis of hesitation.” Do you tell yourself: I’ll write my post next week. Then wait for inspiration to strike, only to face a blank screen repeatedly!
You may feel like your ideas are too scattered to share, so posting is not consistent or cohesive. While you don’t have to post every day to be effective, you do need to share content that is authentic to you and that helps others.
Your content is the pathway to building your community and creating a personal connection with your people. Look at it as the “beacon” that helps establish you as a positive authority and creates long-term trust. When you share your message, you give someone a solution to their problem.
If creating content is hard because you don’t like to write, don’t have time to write, or don’t know what to write, I created the Conversation to Content Method for you. As your content writing partner, I turn your scattered ideas into posts, articles, or newsletters, using your words, in your voice – without you having to write anything.
This method helps you create a consistent, confident presence on LinkedIn and build a community of business friends and potential clients.
The Foundation for an Impactful Business
Content creation is one part of building the foundation for an impactful business/organization. And while content is vital to this impact, it reaches its full potential only when combined with the other two “Cs” – connecting and commenting. Connecting is getting to know people. Commenting is the key to opening the door to a conversation.
This article focused on the third “C” of content creation. There is a lot more to share about it, along with the other two “Cs” which can be found in my book, “The Butterfly Strategy: Transform Online Connections into Community and Clients.”
This book is available at: valroskenstews.com/
