Some of an organization’s most valuable LinkedIn content is already inside the heads of executives and subject-matter experts. The Page manager’s job is often to make that expertise easier to capture and publish.
Do not begin with a blank document
Busy experts may have plenty to say but little interest in writing social posts. Short interviews, voice notes, existing presentations, customer questions and internal discussions can all provide better raw material.
Ask for expertise, not marketing language
Questions such as “What are customers getting wrong about this?” or “What has changed in the last year?” are more likely to produce useful material than asking an expert for three LinkedIn post ideas.
Choose the right publishing voice
Some ideas belong on the Company Page, some are stronger from the individual expert, and some can support each with different treatment. Avoid publishing identical copy from corporate and personal accounts.
Protect the expert’s meaning
Editing should improve clarity without stripping out the specialist detail or point of view that made the contribution valuable.
Build a repeatable capture process
A monthly conversation with a small group of experts can create a stronger content pipeline than repeated last-minute requests for “something to post.”
Your task
Choose one executive or subject-matter expert and prepare five questions based on real audience problems. Capture a 20-minute conversation and identify at least three distinct content ideas, deciding which belong on the Company Page and which may be better suited to the individual.