The LinkedIn Edge

36Streaming: Creating and Posting Original Content That Builds Your Authority

The best analogy to help you step into the role of a streamer is to think of LinkedIn as if it's the “Netflix of Business.” Your stream of content is just one show on this vast media network. Your objective is to produce enough consistently relevant content to hook your audience and keep them tuning into you.

To keep your audience engaged, your content stream needs a predictable cadence and rhythm. This is how you go from what Brynne calls “random acts of social” to a must‐watch thought leader.

The key to an effective LinkedIn content strategy is not trying to be everything to everyone. You're carving out a niche channel that speaks directly to your target prospects and their challenges.

Posting Original Content Gains More Visibility

Creating and publishing original content on LinkedIn is the lynchpin in your slow prospecting strategy. It builds your personal brand recognition and helps you become the go‐to resource for your prospects—someone they trust, respect, and turn to when they're ready to buy.

Importantly, the LinkedIn algorithms place greater emphasis on original, native content, which means your stream is more likely to be seen, commented on and shared—giving you even greater visibility to your target ICP prospects.

This Is Hard Work

Let's keep this real though. Becoming a consistent streamer of original content on LinkedIn is hard freaking work. You cannot be on again, off again, ...