How to create LinkedIn content that sounds like you

You can explain your business over a coffee. You know your products, your customers and why the work matters. Then you open LinkedIn and suddenly everything sounds stiff, generic or nothing like you.

For founders and CEOs, creating content often means finding a way to communicate what is already in your head. Here is how I approach it with the business owners I support.

Start with a conversation

Before worrying about a posting schedule, talk about your business. What have you explained to a customer this week? What decision have you made? What do people misunderstand about your service? What are you excited about?

A voice note can be a useful starting point. Explain one idea as if you were speaking to a client, then pull out the main point. Keep the phrases you would actually use. You can tidy the writing without polishing all the personality out of it.

Give each post a purpose

Think about who you want to reach and what you want them to understand. A potential customer might need to see how your product works. A future partner might want to understand your approach. Someone considering your services might need reassurance that you understand their challenge.

Choose one audience and one useful point for each post. That makes it easier to decide what belongs in the story and what can wait for another day.

Connect your personal stories to your expertise

Founder-led content gives people a sense of the person behind the business. That might mean explaining why you developed a product, what a difficult decision taught you or how a conversation changed your thinking.

You decide what you feel comfortable sharing. A good starting point is a moment you can connect to something useful for your audience: a lesson, an explanation or a different way of looking at a familiar problem.

Notice the moments worth sharing

When you are busy running a business, things happen and you move straight on. A launch, an award nomination, a customer question or a change in how you deliver a service can all be worth talking about.

Keep a simple running note of these moments. Add what happened, why it mattered and what you would like people to know. This gives you a bank of ideas grounded in the work you are already doing.

Make space for creating and publishing

A strategy needs time behind it. Decide who will gather ideas, write the content, check the details and publish it. Choose a rhythm you can realistically maintain and review the conversations and enquiries your content prompts.

Support can include drawing out your ideas, shaping the message, creating the posts and getting them published. It should still sound like you, with your input on the stories, opinions and business details being shared.

Choose platforms around your audience

LinkedIn is often the starting point for my founder visibility work. The wider plan can also include Instagram, Facebook or TikTok when they suit the people you want to reach and the products or services you offer.

With BuddiesForLife, our work included a B2B strategy and founder-led LinkedIn content in the founder’s own voice. As the work developed, we introduced a B2C strategy, including TikTok, alongside more organised email marketing and on-brand templates.

Need help getting the ideas out of your head?

I help founders, CEOs and growing businesses across Kent, London and the South East turn their experience into a clearer message and content they feel confident sharing.

Explore SideKick Consultancy for founder visibility and content strategy, or tell me what you need support with.