Let’s get one thing out of the way: becoming a LinkedIn influencer doesn’t mean morphing into a cringey caricature of yourself who posts #hustle #grindset memes or humblebrags about finishing emails at 4:00 a.m. The LinkedIn cringe is real, and everyone has seen it. But thought leadership doesn’t have to be self-indulgent or overly polished. In fact, when done right, it’s the opposite: authentic, useful, and genuinely influential.
If you’re looking to start showing up on LinkedIn in a more meaningful way, but you don’t want to feel like a walking buzzword generator, you’re in the right place. This SEO Premier Blog lays out some foundational steps for becoming a thoughtful, respected voice on LinkedIn, without losing your personality (or dignity) in the process.
Step 1: Start with a Personal Brand That’s Rooted in “Reality”
Before you type a single post, zoom out. What are you actually about? What do you want to be known for? Your personal brand on LinkedIn should be an authentic extension of your real interests, values, and expertise—not a projection of what you think people want to hear.
Start by asking yourself three simple questions:
What do I know well or care deeply about?
What kinds of conversations do I want to be invited into?
What do I want people to think of when they see my name?
Whether you’re into B2B marketing, product design, workplace culture, or solopreneurship, your niche doesn't have to be ultra-narrow to be effective. But it does need to be clear. LinkedIn audiences are increasingly savvy, they follow people who feel real, helpful, and relevant.
What works: Consistency in your topic themes, tone, and values
What doesn’t: Reinventing yourself weekly because you think it’ll go viral
Step 2: Optimize Your Profile for Humans (and Algorithms)
Your profile is your storefront. Before you start posting, take 30 minutes to tighten it up. Use a clear, professional photo. Write a headline that isn’t just your job title but a mini value proposition (think “Helping SaaS companies scale content with storytelling”). Your About section should read like a warm elevator pitch, not a cold resume.
But remember, LinkedIn is also a search engine. Sprinkle in relevant keywords that your target audience might search for—whether that’s “B2B marketing,” “product-led growth,” or “remote team culture.” Doing this helps your profile get indexed properly and increases your discoverability.
What works: Speaking directly to your ideal reader or audience
What doesn’t: Keyword stuffing or writing in third person like you’re on Wikipedia
Step 3: Start Small, But Start Posting
If you’re new to creating content on LinkedIn, the key is to start small and get comfortable. You don’t have to publish 1,000-word think pieces right away. Start by commenting on posts from people you admire. Share short takes on industry news or post a quick thought about a conversation you had at work.
The goal early on is to build the habit of showing up, observing what resonates, and finding your voice. A great way to do this is by posting two to three times per week with low-pressure, low-polish content. Over time, you’ll naturally start leaning into themes that gain traction.
What works: Building momentum with short, insightful posts
What doesn’t: Waiting until you’ve written the perfect post to hit publish
Step 4: Add Value, but Don’t Preach
The golden rule of thought leadership: make it about your audience, not about yourself. People don’t follow you because of your job title, they follow you because you consistently offer value. This could be in the form of sharing frameworks, behind-the-scenes breakdowns, lessons learned, or new ways of thinking about common problems.
The best posts will feel like you're sharing the answer to a question your audience hasn’t even thought to ask yet. They’re rooted in curiosity and experience, not ego. People remember those who help them think better, not those who constantly try to impress.
What works: Sharing real-life insights and helpful takeaways
What doesn’t: Turning every post into a TED Talk or motivational monologue
Step 5: Imbibe the “Expert-in-Progress” Mindset
One major reason people don’t post is imposter syndrome. “Who am I to say this?” “What if someone disagrees?” Here’s the truth: nobody’s looking for a guru. In fact, the best content often comes from people who are still figuring it out. You don’t need to have all the answers. Instead, frame your content around things you’re learning, testing, or struggling with. Not only does this make you more relatable, but it invites conversation rather than preaching.
When you position yourself as an expert-in-progress, people root for you. They engage. They see you as credible and approachable.
What works: Documenting your journey and sharing your process
What doesn’t: Pretending you’ve cracked the code when you haven’t
Step 6: Don’t Look for Viral Moments; Be Authentic
It’s tempting to go after big reach posts like spicy takes, listicles, or emotional stories that feel engineered for engagement. And yes, they can work. But if you want to become a respected voice, not just a popular one, then credibility has to be the long game.
That means publishing content that might not go viral but resonates deeply with your audience. Think: thoughtful breakdowns, niche insights, or clear commentary that moves the conversation forward. One great comment from the right person is worth more than 100 emoji reactions from bots.
What works: Depth over drama, especially in niche industries
What doesn’t: Gaming the algorithm with fake vulnerability or clickbait
Step 7: Build Real Relationships, Not Just Following
It may feel like it but being on LinkedIn isn’t just about broadcasting, it’s about building a community with like-minded individuals. If you want to grow on the platform, you need to engage consistently and authentically with others. That means more than just liking posts. Leave thoughtful comments. DMs that aren’t pitchy. Reshare with your own take. Give more than you take.
The influencers who sustain growth long-term are those who build networks, not just audiences. Make it a habit to connect with people you admire, start conversations, and uplift others. Thought leadership is more about trust than reach—and trust comes from showing up for people, not just showing off.
What works: Thoughtful engagement and mutual support
What doesn’t: Lurking silently and expecting people to find you
Step 8: Keep Showing Up, Even When It’s Quiet
The early days of content creation can feel like shouting into the void. You might post something you’re proud of and get five likes. That’s normal. It takes time to build visibility and trust. The key is to keep showing up, even when no one’s clapping yet.
Every post is a digital breadcrumb. Over time, they form a trail that shows who you are, what you care about, and how you think. That trail becomes your personal brand. And that’s what leads to opportunity—sometimes quietly, sometimes suddenly.
What works: Playing the long game
What doesn’t: Quitting after a slow week
So if you're looking to grow on LinkedIn without the cringe, don’t focus on “going viral.” Focus on being valuable. Be consistent, be curious, and be human. That’s what real thought leadership looks like—and that’s what will set you apart.