Proven LinkedIn Content Strategy to Build Executive Personal Brands

LinkedIn is without a doubt the most powerful platform for executives, employees, CEOs, leaders, founders,

whoever you are. It is the most powerful platform to build a personal brand that actually generates revenue. And I'm

about to give you the exact strategy that's generated me over $1.2 million for my business. Over the past 16

months, I've gone from a measly 2,000 followers on LinkedIn to 44,000 followers. and I've generated $1.2

million directly from the platform. I've had posts hit millions of impressions. I've had one post hit 8.1 million

impressions. And I've also been helping executives turn their personal brands into milliondoll assets through my

agency. But here's what I keep seeing happening. Most executives or leaders or CEOs are either posting generic

corporate content that gets ignored or they're not posting at all because they think LinkedIn is just for job hunting

and HR stuff or happy to announce or hiring. The truth is LinkedIn has evolved into one of the most powerful

business development platforms on the planet. And frankly, while everyone else is still playing it safe with boring

content on that platform, there's a massive opportunity for executives, leaders, CEOs, just people who

understand the platform and know how to use it strategically. So, in this video, I'm giving you my exact complete no

gatekeeping here. I'm giving you my complete LinkedIn content strategy and the exact five content types that are

going to drive real business results. This is my proven content calendar that you can copy. But more importantly, I

want you to understand the psychology behind why this works so well for highlevel executives, leaders, CEOs, and

folks that just want to build brand right now. Now, I always have to give this disclaimer. People always ask me,

Casey, why would you put all this stuff out there? And I need you guys to really understand this. There is enough out

there for us to all win. me doing my part and just sharing the knowledge that I'm learning does nothing to impact the

wins that I have out in the world and helps you, helps people like you. So, please, please, please listen into this

video, tap into this video, get your notebook, your pen and paper, because just like every other video, we're not

holding anything back in this one. So, let's get into it. Now, first, let me explain why LinkedIn is so powerful,

especially if you are in corporate or you have your own business, what have you. It's because LinkedIn isn't just

another social media platform, but it's a business development engine. And unlike Instagram or Tik Tok where you're

competing for attention with funny videos and entertaining videos and people dancing, LinkedIn users are

already in that business and buying mode, right? They're thinking about problems, solutions, growth, and

revenue. So, when they see your content, they're asking, "Can this person help my business? Can we partner in some way? I

wonder what this person is thinking. You are meeting your potential client or your potential partner or collaborator

in a mode where they're already thinking about business and growth and on a platform where they're already thinking

about these things. Now, I need you guys to understand this if you guys don't know a lot about my background. The

first platform that I actually scaled and started growing pretty fast on was Tik Tok. I have around 100,000

followers, I think, on Tik Tok. I still use the platform here and there, but mostly for fun now because what I

realized was like when it comes to our business and the the key driver that I provide to our business is awareness.

So, as a CEO, I have to do my part and do my duty to help our team and help our company. And the way that I help our

company is to bring in leads, bring in revenue. Once I started going all in on LinkedIn, LinkedIn, even at my first

5,000 followers, was outperforming every other platform that I had, including Tik Tok. The other thing about this that I

love is that LinkedIn's algorithm heavily favors authentic business focused content right now. So again,

while everyone else is posting generic motivational quotes on LinkedIn and I'm happy to announce or I got this new job,

the platform is starving for real expertise and genuine insights and just frankly authenticity right now. But

here's the real secret. LinkedIn also allows you to build trust at scale. When someone sees you consistently sharing

valuable insights, they start thinking of you as an expert before you even have a sales conversation with them. And in

my case, I've seen executives generate six-figure consulting deals, land new board positions, and build

million-dollar partnerships directly from LinkedIn relationships. I need you guys to hear me when I say this. It's

not about follower counts on this platform. It's about building influence with the right people. Now, here's how I

think about LinkedIn content strategically. It's like a business development funnel and not just random

posts hoping something sticks. So, first you have your top of the funnel or your authority content. And generally, I like

this to be 20 to 30% of the content that we put out for myself or my clients. This is the content that establishes you

as a thought leader. These are your personal stories, your contrarian insights, industry observations. The

goal with this type of content is to get people to think this person sees things differently. Then you have your middle

ofunnel content. This is your value content. And generally I like this to be 60% of the content we push out again for

myself or our clients. And this is where you demonstrate your expertise. This is where you show your frameworks, your

case studies, lessons you're learning. People should walk away from this content saying, I learned something

valuable that I can use immediately. This is the content where you really start transforming folks. And the last

piece of this funnel is bottom of the funnel, and this is your relationship content. I like to think of this as

around 20% of the content. And this content is the one that starts conversations. This is questions. This

is polls. This is calls for advice. This is where your CTAs are. The goal here is to get people engaging and moving

relationships off platform. I.e. we're pushing people to our newsletters or to a live or to an inerson thing that we're

doing. Now, most folks on LinkedIn make one or of two mistakes. They're either posting too much top offunnel content

and they just become LinkedIn influencers with no business results. I've made this mistake. I know. Or they

post too much bottom off ofunnel content and you come across as salesy. So this ratio that I'm explaining here helps

keep you in the sweet spot. I also recommend three posts per week minimum. Now I used to post six times a week.

Monday, Tuesday, Wednesday, Thursday, Friday, and Saturday. But I've now cut it back to about three to four times a

week, and my engagement has actually increased because now I'm spending a little bit more time to make each post

valuable and put something really thoughtful out there. Now, the first content type that's absolutely crucial

for executives and leaders, people trying to build on LinkedIn, is the contrarian take. This is where you

challenge your conventional wisdom that exists in your industry. Why does this work? because folks are tired of seeing

the same recycled business advice. So when you share a genuinely different perspective, people pay attention. Plus,

it positions you as somebody who thinks independently, which is exactly what highlevel people want to see. Again,

whether you want to do TED talks, write a book, get new clients, these people in the positions or in the seats that make

these decisions, they want people that think differently. They want highlevel thinkers. and highle thinkers have their

own opinions which may be contrarian to the average industry thoughts. If you guys want to see this an example, my

biggest viral post was about Serena Williams and how she could freely express herself at the Black Center

Super Bowl halftime show, but she faced criticism for that same behavior at Wimbledon. That post hit 8.1 million

impressions solely because it challenged people's thinking about authenticity and professional environments. So, here's

how to structure these posts. I want you to first start with a bold statement that goes against common belief. I want

you then to provide context or a story that illustrates your point and then explain why the conventional wisdom is

wrong. Lastly, I want you to end this wrap this post up with your alternative perspective. That Serena Williams post

didn't just get views. It started conversations with CEOs who said, "Finally, somebody is talking about

these real issues." And those conversations then turned into six figure deals for my agency. I want you

to ask yourself, what does everyone in my industry or niche believe that I think is wrong? What practices do I see

that make no sense? What advice do people give that I disagree with? If you can answer some of those questions, that

is your contrarian content. And as you guys know, when it comes to content, the hooks matter the most. So, here's three

example hooks that you can use. Everyone says X, but here's why that's backwards. Number two, and you guys, if you go look

at my content, I use this one a lot. I'm going to lose followers for this, but insert your take. And the last one, the

biggest lie in insert your industry is the second content type is the behindthecenes lessons. And this is

where you share what you're actually learning from running your business, not textbook theory. Other leaders and

executives and your potential clients want to see how you handle real situations. They're not interested in

generic business advice. They want to know how you've navigated a difficult client conversation, how you've

structured a partnership deal, how you deal with the stressors of being a parent and a founder, how you've handled

a team crisis. They want to see the real you, the vulnerable you, and how you're going through hardships. An example of

this is I share a story of how I waited 11 months to create my first lead magnet and how that mistake probably cost me

millions of dollars. that vulnerability and truly breaking down the numbers behind it and the business lessons

resonated because other folks, especially people in my ICP, could relate to making the same strategic

mistakes. So, here's how I want you to structure posts like this. First, I want you to say, "Here's what happened.

Here's the situation. Here's what I did wrong or right, the action. If you want to get a little bit more reach, say what

you did wrong. Here's what I learned," which is the lesson. And here's how you can apply this, which is the takeaway.

The key is sharing lessons from things that have actually happened, not hypothetical scenarios. People can smell

fake stories from a mile away. Like we we have been saturated with scams and content at this point. People will spot

it. But when you share genuine experiences, genuine vulnerability and genuine failures, it builds trust

immediately, my friend. These posts for me consistently get the most engagement from other business owners, ICP folks,

and even collaborators because they're getting real insights that they can't find in business books or other generic

LinkedIn posts. And it makes me stand out from the noise on the platform. Again, here are some example hooks when

you make this content. I made X mistake last month. Here's what I learned. 3 months ago, I had to fire a customer or

a client. Here's why. the conversation that changed my entire business strategy. Now, the third content type is

frameworks post. These are going to be your proprietary systems, processes, or ways of thinking that other executives,

leaders, your potential clients or customers can immediately apply. Here's the thing, people love frameworks

because they're actionable. And instead of abstract advice, you're going to be giving your ideal customer or client a

step-by-step system that they can implement. Plus, again, it positions you as someone who has systematized their

expertise. I have a few frameworks out there that I share a lot, but I have one framework called personal brand is your

retirement plan, and it's where I break down how executives can build personal brands that actually generate income.

Posts about this framework consistently drive leads because it's a unique way of thinking about something they actually

care about, impact and income. So, the structure for these posts, one, I want you to give it a memorable name. Two, I

want you to break it down into three to five clear steps. Explain each step briefly, then provide a realworld

example of how it works. The goal is that somebody could read your post and immediately implement that framework.

Here's the hack here. Framework post gets saved and shared more than any other type of content. When a client or

customer finds a useful framework, they'll share it with their team. They'll save it to look back on later,

which is going to only amplify your reach and solidify you as a thought leader. These posts often get screenshot

and shared in Slack channels and group messages. I've seen somebody save one of my frameworks as the background on their

computer screen. So again, this means you're going to be getting in front of people who aren't even regularly

following your content or you're going to become such a solidified thought leader into your ideal client customer

profile that there is going to be no way they say no when you offer them something to buy. Now, here's some

example framework ideas. your decision-making process, your hiring methodology, your strategic planning

approach or your client onboarding system. Now, the fourth content type is industry insights. This is where you're

going to analyze trends, news, or changes in your space and share your expert perspective. Most leaders are

consuming industry news or know what's going on in the market, but they don't comment on it publicly. And when you're

the person consistently providing thoughtful analysis, you become the go-to expert that people think of. I

actually call this newsjacking, like hijacking the news. And you will see that I do this often on LinkedIn. I take

current events and I find the business lesson or personal brand angle because that's my angle on LinkedIn. For

example, when things are happening, whether that be in the sports world or in the entertainment world or in the

business world, I will analyze that news that everybody's talking about and see what angle I can find if it makes sense

for personal branding or business strategy. So, here's the framework on how to structure these posts. Here's

what happened. I want you to insert the news there. Here's what most people are missing. This is going to be your unique

insight. And here's what this means for our industry. The implication. Lastly, it always needs to end with the action.

Here's what you should do about it. Now, the key here is being one of the first to provide intelligent commentary. This

is going to be the biggest key into making this news jacking system work. And for me, I spend around 20 to 30

minutes each morning just scanning industry news, looking at what's trending on Twitter or X and looking for

opportunities to just add in my perspective. These pose from a business perspective are going to position you as

somebody who understands market dynamics and can spot opportunities that other miss and that's exactly what your ideal

clients or customers or folks that are going to hire you to speak on their stages. That's exactly what they are

looking for. Example topics that you can do funding round, product launches, fitness news, regulatory changes,

acquisition announcements. There's so many different topics that you can explore. And for me, again, you can go

look at my post. I use a lot of current events like award shows, like the Grammys, the NBA finals. Um, I I'm a big

sports fan, so I talk a lot about sports and the news that comes up in sports and I relate that to the topics that I talk

about on LinkedIn. Now, this fifth content type is relationship builders. It is key for building relationships.

And these posts are designed specifically to start conversations and move relationships off platform. Now,

why is this crucial? It's because LinkedIn, I need you guys to hear me when I say this, is just the starting

point. The real business is going to happen in the DMs, the emails, or even on phone calls. These posts are designed

to start those conversations. So, instead of just broadcasting information, you're going to be creating

opportunities for two-way conversations, especially with your ideal customers, clients, or collaborators. So, when

somebody comments with their own experience or asks a follow-up question, that's your opening to move the

relationship forward. Here's an example. I'll post questions like, "What's the biggest personal branding mistake that

you've seen people making?" I do these open-ended questions because then the comments become relationship

opportunity. Somebody's going to share their challenge. I'll offer to help them or they'll share some advice and I will

thank them. And that can turn into a conversation that continues in the DMs, potentially turn into either a

consulting conversation, becoming a client in our agency, or becoming a collaborator with me in some some

regard. Here's the framework for these types of posts. I want you to share perspective or experience. Then end with

a genuine question that invites others to share their thoughts. The key is asking questions that's going to reveal

real business challenges that you could potentially solve. And the follow-up strategy here is that when somebody

leaves a thoughtful comment on one of these posts, that's your cue to move the conversation to the DMs. My highest

value clients have come from comment conversations that move to DMs, then to phone calls, then to contracts, my

friends. And this is relationship building at scale. So, here's exactly how I organize my three to four posts a

week. Monday is typically my contrarian take. Just start the week off strong. Wednesday is generally either a

framework or a behind-the-scenes lesson for value. And Friday is either an industry insight or a relationship

builder to end that week on engagement and just start those conversations. For my ideal clients, a lot of them actually

chat through the weekend cuz they have some downtime. So that's why I generally do those types of posts on Friday. The

planning process for me, usually I spend Sunday mornings just planning the week's content, right? I review my calendar for

interesting conversations or meetings that I had. I scan the news for insights. I just think about what

lessons I learned that week. Your best content is going to come from your real experiences. It's going to come from

your client conversations, team meetings, networking events, uh books you're reading, YouTube videos you're

watching, and mistakes that you're making or have made, right? It's all content if you approach it

strategically. Now, here's one thing that I do do before I post anything. I ask myself, would I pay $1,000 for this

insight? If not, I don't post it. And that's how you build a reputation for consistently valuable content. Now, the

key to consistency isn't having perfect ideas every time. Y'all get out your head here. It's about having a system

that generates ideas automatically. When you know what type of content you're posting each day, now you just need to

fill in that specific content. Shifting gears a little bit here because I feel like we've been talking a lot about

vanity metrics like likes, comments, and followers. But as business folks, CEOs, leaders, people trying to build personal

brands, I need you to focus more on these key metrics. Meaningful conversations, email subscribers,

meeting booked, and deals closed. Those are the metrics that really show if you are going in the right direction or not.

I personally track three things weekly. How many meaningful DM conversations I had, how many people joined our email

list, and how many business opportunities came from LinkedIn. Outside of that, that is that's all that

matters. not my follower count, not my uh impressions. I use those numbers to get people to watch these YouTube

videos, but truly those me those numbers do not matter to me. The most valuable metric is relationship quality. I'd

rather have 100 engaged executives and CEOs and leaders following me than 10,000 random people. Quality audience

beats quantity audience every single time. And now for people just starting out, I want to level set with y'all. I

need let's level set here. Expect 6 months to build meaningful momentum on this platform. Expect 12 months to see

consistent business results. LinkedIn is a long-term relationship building strategy. It is not a quick win. And you

guys know I'm going keep it 100 with you. So, I always have to level set there. If you are not willing to play

the long game in this personal brand building journey, just get out the game right now. So, here's my challenge for

you. I want you to pick one of these five content types and publish one post this week. Don't wait for it to be

perfect. Start with good enough and improve as you go. And if you make this post, DM me a screenshot of it or the

link to it on LinkedIn so I can come and interact with it. Now remember, LinkedIn isn't about becoming an influencer. It's

about building relationships at scale with people who can impact your business. And every post should serve

that goal. Right now, while most leaders and creators and executives are still thinking of LinkedIn as a resume

platform, you have the opportunity to build a massive competitive advantage by treating it like the business

development engine. It really is. And my friends, if you want my complete LinkedIn system and brand building

guide, it has all my posts and templates and all that stuff, just click the link below. It will be dripped out to you

over the next 5 days. It is completely free. And again, why do I do stuff like this? because there is enough out there

for us to all win. You need to hear this. Your personal brand is your insurance policy. Your personal brand is

your retirement plan. And the relationships you build today on LinkedIn will pay dividends for decades.

The question isn't whether you should start, it's whether you'll start before your competition does or the platform

just gets saturated like every other platform. With that, my friend, I'll see you in the next