A research-led content strategy created a repeatable system for increasing visibility, engagement and industry authority on LinkedIn within 6 months

Business Goal

The client had 20+ years of experience in the AdTech industry but lacked a structured personal branding system on LinkedIn.

The objective was to build a recognizable industry voice that consistently improved 3 North Star metrics:

• LinkedIn impressions
• Meaningful engagement
• Media visibility through podcasts, interviews and industry features

My Role

I owned the end-to-end content strategy process, including:

• Market and competitor research

• Positioning strategy

• Brand narrative development

• Editorial strategy

• AI-assisted research workflows

• Performance analysis

• Content optimization

Phase 1 - Discovery & Research

The research process combined qualitative conversations, competitive analysis, industry intelligence and performance data to uncover opportunities for differentiation.

Profile Audit

Reviewed the previous 365 days of LinkedIn activity to identify:

• High-performing posts

• Low-performing content

• Recurring topics

• Engagement trends

• Posting behaviour

• Competitor Research

Industry Intelligence

To ensure content reflected real market conversations rather than opinions alone, I continuously tracked:

• Industry news
• Product launches
• Partnerships
• Funding announcements
• Mergers & acquisitions
• Cross-border expansion
• Consumer behaviour shifts
• Emerging technologies

Monitoring included:

• Google Alerts
• Industry newsletters
• LinkedIn
• Keyword Planner
• AI-generated Founder Signal Decks