Introduction
In a content-saturated world, how do you make your organization shine as a hub of insight and innovation?
Let’s talk LinkedIn!
In this episode of **Content Universe**, host Mikkel Svold breaks down thought leadership—fast and fun.
You’ve got two paths:
🌟 **Corporate Thought Leadership**—making your company the go-to expert.
🌟 **Personal Thought Leadership**—empowering individuals to shine through their personal brands.
Recorded in the lively streets of Aarhus, Denmark, Mikkel shares quick strategies to leverage LinkedIn’s power. Find out how a few standout employees can build trust for your brand.
Plus, hear why personal posts can outshine corporate ones in reach and impact!
Curious about blending these approaches into your marketing strategy?
**Hit play** now and take your LinkedIn presence to the next level!
What You’ll Learn
1. Differences between corporate and personal thought leadership.
2. Building thought leadership on LinkedIn effectively.
3. Balance content creation and distribution strategies.
4. Engaging employees as brand ambassadors on LinkedIn.
5. Leveraging LinkedIn’s thought leader advertisements.
Episode Transcript (AI Generated)
😎 🙏🏻 Hello and welcome to the Content Universe 🙏🏻 Today I’m stationed right in the center of my lovely city Aarhus here in Denmark 🕳 The weather is perfect. So there’s plenty of bus all around 🚡 Hope it’s not too annoying when a bird or a bike comes by 🚡 Anyway today, I really want to talk about how to build Thought Leadership WHAT is a Thought Leadership and specifically I want to focus on building Thought Leadership on LinkedIn All right. So first of all, there are two ways of being a Thought Leader There are two kinds of Thought Leaderships And mainly I work with what I call the Corporate Thought Leadership But one that is absolutely also necessary and very important and I would probably argue even more powerful is Personal Thought Leadership. Now, what are the difference between the two? Corporate Thought Leadership is a corporation a business a company trying to position themselves High in the market as experts in the field as go-to Media for knowledge within their sort of domain. Not just their particular product or service but in the niche that they that they work in, or even even if it’s a really small niche you should probably also look a little bit up. So so go one step up the abstraction ladder so to say so you would instead of focusing on that could be power to x you can also focus on Sustainable energy sources or Sustainability in general now that is corporate thought leadership. So that is the company Positioning themselves via a content universe via blogs via podcast episodes, etc The other one the personal thought leadership is probably the one that will pop up the most If you make a google search on though leadership, it is where a single person uses his or her personal Network and hence all and consequently also the the personal brand To build thought leadership around so so it’s going to be a personal branded thought leader So they are the thought leader themselves that is not the same as they being the expert in a field But it can also be just them Positioning themselves with knowledge and surrounding themselves with knowledge that is both. Of course their own but also Leveraging on their connections the network to kind of sort of drag in their knowledge to maybe interview them To share their knowledge as well So those are the two kinds of thought leadership that I will argue that you can work with as a Corporation or as a brand and now there’s also of course the the corporate brands and the personal brands Let’s not talk about that today. That’s a completely hot business That’s a full topic itself But when you are cooperation and and those of you listening to this will probably sit in a corporation of some sorts Maybe a science corporation something like that and when you are corporation your job is going to be to position the company as thought leaders now you can use personal or employees specific key employees to build a brand around But I will argue that it is a little bit dangerous to do to because that employee Can of course get a new job Can quit can not want to be positioned as a thought leader because it also kind of becomes a brand So if you do really hardcore Thought leadership positioning of a single person Well that is also going to Then build his or her own brand. Alright, so what you can do is What you probably should do when you build thought leadership on LinkedIn as a company You have an array of options so you have of course your company page You can also have sub pages or product pages or whatever. They’re called you can have sub pages as well but let’s just go from the notion that you have one page a company page, and of course here all of your Thought Leadership Content should live Obviously where else it should also live in Advertisement so you have to sponsor the posts If you ask people from the industry in general people will say spend 20% creating the content spend 80% distributing the content and by distribution. We also of course mean Sponsoring on LinkedIn so making it really fly give your content wings What I will argue is that you need to spend 5% creating your idea. You need to spend 15% duplicating that idea or repurposing the idea and repurposing the original content into new stuff and then spend the 80 percent or maybe 20 percent repurposing and then 75% anyway, you do the math. It’s not that important, but it just gives you kind of an an idea of Where we’re at So all of your content should live multiple times on your SoMe profile your company page Don’t be afraid to share the same thing many times in different versions you should definitely do that, but what you can also do is you can also pick out a number of say five maybe ten individuals from your company who’s Interested in being positioned with the help of your marketing department being positioned as the thought leaders themselves Because that in turn will then have a waterfall effect on your company so basically it’s pretty clear if your employees are positioned are thought leaders that That vale will then fall back on you as a brand so as a marketing department I think it’s really important that you both remember to push out your content on your company profile but also make it super easy for the the number of Individuals that you’ve chosen and they of course agreed to Help them really share really high value thought leadership content because remember those people It could be your CEO it could be your CPO it could be people from production It could be some of your engineers your R&D people it doesn’t really matter too much But those people are not employed, they don’t get their salary from creating LinkedIn posts they don’t get their salary from cutting video clips They don’t do that so that is still your job that I would argue and it is super Powerful and what of course you can do is once you’ve created a corporate piece of content you can then create or repurpose that into person specific content that the individuals can then push out on their personal profiles a Little perk that LinkedIn introduced a couple of a month ago maybe a year ago is of course the what they called the thought leadership a thought leader sponsors something like that thought leader adverts ads something like that and that is exactly When you have a person an individual and a personal profile on LinkedIn who pushes out content you as a company can then leverage if that person is an employee you as a company can then leverage that by sponsoring directly her post Okay, so that is a super-powerful way of using LinkedIn to build thought leadership Remember there are two kinds of thought leaders the corporate thought leaders That is the one that most of you are already working with and then the personal thought leaders Oops and I really do think you ought to utilize both because in the personal thought leaders especially if you choose a handful of people that is just super powerful and Normally what we see is that the personal posts they go further They simply travel further on LinkedIn they have a longer life and they get more views Alright that is it for today’s content universe so I hope you enjoyed and I hope your game to kind of take up that little battle of Well, first of all agreeing with or picking out employees to be thought leaders themselves personal thought leaders But also to help them try and create content I hope you’re in for that forward to to seeing what you were doing and that’s it for today thank you so much for listening and For those of you of course not knowing who I am, it’s a little late for the introduction I guess but I am Mikkel Svold and I I’m the owner and founder of Montanus which is a content we create Content for high knowledge companies. That is it for today. Hit me up with a email if you want You can hit me at podcasts at Montanus dot Co SC Oh that is podcast at Montanus dot CEO, of course just send me a comment on this episode give it a like give it a share all that kind of jazz I really appreciate it. Happy creating out there. Happy repurposing and See you on another planet You
