How to Build Credibility with Original Content

When I first started on LinkedIn, I spent months writing what I thought were brilliant LinkedIn posts. My results? Zero traction. Maybe 10 likes if I was lucky. Then I watched people with half my experience blow past 10,000 followers in 3 months. The difference wasn't their writing. It wasn't their posting schedule. It wasn't even their "engagement pods" or whatever growth hack was trending that week. It was painfully simple: They constantly referenced the actual results they'd created. Every post mentioned a client win. A revenue milestone. A specific problem they'd solved and exactly how much it saved someone. Meanwhile, I was writing generic content marketing posts that anyone could've written. Here's what finally clicked: People don't follow you for your opinions. They follow you because you've DONE something they want to do. — Justin Welsh doesn't have 700k+ followers just because he's a great writer. He has them because he built a $10M one-person business and shows his receipts constantly. — Nicolas Cole built his following by documenting his path from ghostwriter to multi-million dollar education business owner, with screenshots and revenue numbers at every step. Even "smaller" creators do this well. I hired a video editor purely because he posted before/after clips of his work. Not "5 top video editing tips." Just proof of competence. The truth: if you can't point to specific results you've created, you're just adding to the noise. But here's the opportunity: you don't need to be an 8-figure founder. You just need to show your work. Document your wins, no matter how small. Share the metrics. Be specific about the problems you've solved. Because credibility isn't about being the biggest player in your space. It's about proving you have the right to talk about what you talk about. And that changes everything about how people see you … and whether they'll ever buy from you.

Most brands say they want to be seen as thought leaders. But few have a system for actually earning that authority. Here’s the 5-step process I use to help brands go from “just another voice” to trusted authority—using original research and content people actually pay attention to ���� STEP 1: Start with data-driven insights Nothing strengthens credibility like unique, data-backed insights. I work with brands to conduct original research that resonates with their target audience, positioning them as a source of valuable, hard-to-find information. → Identify relevant, high-impact research topics → Use data to answer pressing questions in the industry STEP 2: Create a powerful narrative Good research is more than just numbers. To stand out, we craft a compelling story that makes the data memorable, meaningful, and actionable for the audience. → Translate complex findings into clear, impactful messages → Use storytelling to engage, educate, and build trust STEP 3: Share insights on the right platforms Where and how you share matters. Choose channels and formats that put the research in front of decision-makers and influencers, ensuring it reaches the audience that needs it most. → Determine high-ROI channels and platforms → Tailor content formats for different stages of the buyer journey STEP 4: Build long-term credibility Authority isn’t built overnight, and maintaining it requires a steady flow of fresh insights. To keep the brand top of mind, we design a plan for consistent research investments—whether annually or quarterly—releasing findings that reinforce the brand’s expertise over time. → Develop a research cadence to keep insights relevant and impactful → Repurpose findings across blogs, social posts, and webinars, building authority with each new study STEP 5: Measure and refine Tracking results is essential to understanding what works. By analyzing engagement, lead generation, and brand sentiment, we refine the strategy and keep enhancing the brand’s authority. → Track key metrics like brand sentiment, engagement, and lead impact → Adjust strategies based on audience response and goals With this process, brands can build real, lasting authority—one valuable insight at a time. #BrandAuthority #ThoughtLeadership #ContentMarketing

If you over-curate & overthink your personal brand to perfection, your engagement will be dead! You see them everywhere—polished, poised, and perfectly positioned personal brands. Yet, their engagement is flat. Their audience? Passive. This is the"Perfect Persona" Effect—where people curate an online brand so flawlessly that it becomes unrelatable. And science backs this up. 📌 A study from Harvard Business Review found that leaders who share their struggles increase trust by 66% compared to those who only share polished success. 📌 Social psychologist Dr. Elliot Aronson’s "Pratfall Effect" proves that people perceive those who show vulnerability as more likable than those who appear perfect. The brands that win aren’t the ones that look flawless. They’re the ones that feel real. This is how we work this out with SackBerry clients: 1. Show the process, not just the results. ❌ “We grew our business 10x in a year!” ✅ “We struggled for months with zero sales—here’s what finally worked.” People relate to struggles, lessons, and real journeys. Share the how, not just the highlight. 2. Write like you talk. The easiest way to sound human? Read your post out loud. If you wouldn’t say it in a conversation, rewrite it. 3. Share your unpopular opinions. The fastest way to stand out isn’t to blend in. Take a stance. Challenge industry clichés. Say what others won’t. 4. Use the “3-Post Rule” to create trust. Your content should rotate between these formats: A personal story (human connection) An actionable insight (expert credibility) A polarizing take (sparks discussion) 5. Don’t fear the “mess.” -Not every post needs to be perfect. - Test new ideas. - Share drafts. - Build in public. People love watching something unfold in real time. So, tell me—what’s one thing you wish more people shared online? #PersonalBranding #Authenticity #BuildingInPublic #ContentMarketing

You know when you Google something and the first thing you see is that shiny new AI Overview summary feature at the top? Yeah… the one that doubled in two months, wiped out 55% of publisher traffic, and quietly decides who looks like the authority. We need to talk about this right now. Because here’s the uncomfortable truth for PR, public affairs, and reputation work: Mentions ≠ trust. Mentions ≠ relationships. Mentions ≠ reputation. AI Overviews strip answers from across the web, stitch them together, and serve them to the user. Sometimes you get cited, sometimes you don’t. And even if you do, it can vanish tomorrow. That’s what LinkedIn mega marketing influencer Chris Donnelly calls “Zero-Click Economics”: Your content → Extracted by AI → User satisfied → Zero clicks → Zero relationships. So what do we do? Stop chasing vanity visibility and double down on what AI can’t take away: 1. Be the source. Publish original data, benchmarks, and definitions. Make yourself the must-quote authority that both reporters and AI are forced to reference. 2. Own your authority. Keep super definitive answers — policies, FAQs, values, purpose — on your own sites in clear, structured formats. When stakeholders search, they should ideally find your version first. 3. Earn credibility in high-trust outlets. From niche trades to the WSJ — and yes, highly reviewed newsletters and podcasts too — earned media still shapes perception and policy. I will die on the hill that it matters way more in the GenAI era, because these engines lean on trusted, authoritative sources over the keyword-stuffed SEO content of the past. 4. Build real relationships AI can’t scrape. Journalists, policymakers, employees, investors, communities. Those ties endure long after a fleeting AI citation disappears. At the end of the day, reputation isn’t built on “we showed up once in an AI box.” It’s built on assets, coverage, and trust that no algorithm can erase. Do you agree that earned and owned media are more important than ever in the age of GenAI? Drop your take in the comments. (And if you ever want to talk about trust in the ephemeral AI age, DMs are always open.)

Many financial advisors struggle to build a strong social media brand. But you don’t have to be one of them. When I first started, my social media presence was stagnant. But I quickly realized how crucial it is to build trust and credibility online For financial advisors, it's especially important to understand that your audience values authenticity and expertise above all else. I knew I needed a better strategy to grow on social media. So, I worked hard to understand my audience and experimented with different types of content. Over time, I figured out what works, and now I’m sharing these strategies with you. ✅ Share Your Daily Habits: → Let people in on the routines that shape your day and your financial expertise → Authenticity helps build a stronger connection with your clients. ✅ Highlight Your Unique Traits: → Make sure your posts reflect your true personality and financial philosophy. → Be yourself; it’s the best way to stand out in the crowded market. ✅ Understand Your Audience: → Get to know your clients' needs and connect with them on a deeper level. →Tailor your content to what they find valuable and interesting. ✅ Be Open About Your Thoughts: → Share your decision-making process and market insights. → Transparency fosters trust and credibility in your financial advice. ✅ Show Your Passion: → Don’t hesitate to be emotionally open about why you do what you do. → Genuine emotions resonate deeply and build loyalty. ✅ Engage Consistently: → Regular interaction builds trust and familiarity. → Make engagement a daily habit to stay top of mind. ✅ Share Success Stories: →Highlight your clients' achievements and how you helped them reach their goals. → Real success stories motivate potential clients and provide valuable insights. ✅ Provide Value: → Offer actionable insights or tips that can help your audience in their financial journey. → Valuable content keeps your audience coming back for more. Your authenticity is your strongest asset. Use it to build real connections and make a lasting impact. How do you keep your social media content engaging and authentic? P.s. ✍🏻 I am Benjamin Loh, CSP, a strategic growth coach and consultant who has taught over 65,000 leaders in over 20 global cities and constructed some of the leading icons (TOT, Award Winners) in the financial industry in Asia through the power of authentic storytelling and authority building. 💪 Enjoy this post? Follow me for personal brand and growth insights. #topofmind #millennials #business

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

Here is my step-by-step guide to LinkedIn content that has led our clients to raise over $100M in the last 12 months. Step 1: Treat Your Timeline Like a Deck Your LinkedIn feed becomes your investor pitch but in public. Forget the one-time deck reveal. Every post you publish should act as a standalone “slide” in your ongoing story. Think: 12–16 posts over 90 days, each building trust, clarity, and momentum. Step 2: Use the 5 Core Content Pillars Rotate through these to cover your full narrative: 1. The Problem ◉ Explain the problem in plain English. ◉ Show market pain, inefficiencies, or broken systems. ◉ Use a stat, anecdote, or customer quote to make it real. ◉ Bonus: Use storytelling — “We saw X every week. So we built Y.” 2. Your Solution ◉ Introduce your product or service as the answer. ◉ Showcase the product in action (screenshots or demo clips). ◉ Explain your edge: what’s new, better, or 10x different? ◉ Don’t pitch. Educate. 3. Market Momentum ◉ Share what’s changing in the industry. ◉ Back it with data, trend signals, or why “now” is the time. ◉ Mention TAM, growth rate, or where whitespace exists. ◉ This is where you show scale potential. 4. Team Credibility ◉ Share your founder story. ◉ Introduce key hires with a story about why they joined. ◉ Show your team dynamic, values, and culture in action. ◉ Investors want to see who's behind the execution engine. 5. Traction + Vision ◉ Post about metrics, milestones, customer growth, testimonials. ◉ But also: vision. Where’s this all going in 3–5 years? ◉ Show you’re thinking big, not just surviving. Step 3: Use Video to Build Trust Faster ◉ Record 60–90 second clips where you speak directly to camera. ◉ Mix in demo walkthroughs, team moments, or async updates. ◉ Don’t over-polish. Real > Perfect. ◉ Founders who look and sound investable are halfway there before the first call. Step 4: Feature the Team ◉ Investors often ask, “Why this team, why now?” ◉ Highlight chemistry. ◉ Post short profiles or quotes from team members. ◉ Show shared obsession with the mission. Step 5: Build Hype Without Pitching ◉ Talk about fundraising indirectly. ◉ Share when you hit milestones (“waitlist hit 1K,” “closed 3rd enterprise client”) ◉ Hint at traction, not desperation. ◉ FOMO is your friend — make them want in before the round is announced. Talk about fundraising indirectly. ◉ Share when you hit milestones (“waitlist hit 1K,” “closed 3rd enterprise client”) ◉ Hint at traction, not desperation. ◉ FOMO is your friend — make them want in before the round is announced. Content isn’t a “nice-to-have” during a raise. It’s your unfair advantage. ______________________________ I am James Farnfield, I am building Shake Content, a LinkedIn content agency that creates posts, videos, webinars and podcasts. All wrapped in a beautiful marketing strategy perfect for time-poor, resource strained B2B high-growth leaders and their teams.

Everyone's creating content now, and AI has made it easier than ever. But here's the thing—most of it looks the same. If you want to truly stand out, it's time to do what AI can't. Let’s face it—AI has made content creation ridiculously easy. Whether it’s tools like ChatGPT or Midjourney, everyone’s jumping on board, producing endless posts, videos, and even songs. But here’s the challenge: with so much content flooding every platform, how do you make yours stand out? Here’s what I’ve noticed: the content that grabs attention does one thing exceptionally well—it focuses on what AI can’t replicate. And that’s your personal experiences. When you share real stories, with the kind of details only someone who’s been there can provide, you create a connection. It’s authenticity that cuts through the noise. For example, if you’ve overcome a challenge in business or found an unusual way to solve a problem, tell that story. It’s not just content—it’s relatable, human, and impossible for AI to fake. The second thing? Stop talking about the same topics everyone else is talking about. AI is great at rehashing ideas—but that’s the trap. Instead, look for emerging trends or unique angles. Or just talk about something you noticed this week. AI can't see your week, so it can't talk about it. Finally, leverage the power of collaboration. Bring in voices that add credibility and personality—whether that’s a micro-influencer, an industry expert, or someone with a strong following. It’s not just about your message; it’s about amplifying it with the right partnerships. So, here’s your action plan: 1. Share your real stories. 2. Talk about topics no one’s covered yet. 3. Collaborate with the right people. 'The world might be full of AI-generated content, but that’s your chance to be different—by being human.

Most content advice is safe. And generic. “Add value.” “Post consistently.” “Use hooks.” “Be authentic.” It’s not wrong. It’s just not enough. Because being “valuable” doesn’t guarantee visibility. Being “consistent” doesn’t guarantee conversations. And “authentic” has lost all meaning when everyone sounds the same. Here’s the truth: You don’t need content advice. You need content clarity. Most creators are drowning in advice: → Repurpose more. → Tell stories. → Be educational. → Don’t forget carousels! But still… 🟠 No leads. 🟠 No conversations. 🟠 No consistent momentum. Why? Because the advice is surface-level. It tells you what to do. But not how to make it land. Let me show you what changed things for me: I stopped asking: “What should I post?” And started asking: “What needs to be opened for my ideal client today?” Not content that informs. Content that activates. → Opens curiosity → Opens questions → Opens decisions And trust follows that. Let me break it down even further. Most content floats around in this zone: ✅ Informational ✅ Polished ✅ Feels smart ❌ But… no one replies ❌ No one saves it ❌ No one DMs you afterward Here’s what works better: ✅ Content that mirrors their thoughts ✅ Content that names their hesitations ✅ Content that leaves one in tension intentionally unresolved That’s what moves people. Not generic advice. Not “3 value tips.” Not “post more often.” If your content sounds like everyone else’s… It’s because you’re still following advice made for algorithms, not humans. I’m not here to game the feed. I’m here to build trust — one post at a time. So NO! I don’t care if this gets 100,000 views. I care if one person quietly thinks: “This hit deeper than most. I need to talk to them.” P.S I see you reading this...share it!👀

The way most CEOs think about building authority is broken. I’ve worked with C-suite leaders for years. And the same flawed advice always comes up: - “Just post more.” - “Comment daily.” - “Stay consistent and people will notice.” But here’s what I’ve actually seen: → They show up every week → They get a few likes, some applause… → And still no real momentum Because the volume of your content isn’t what builds credibility. 𝐘𝐨𝐮𝐫 𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 𝐝𝐨𝐞𝐬. The traditional thought-leadership funnel assumes this: 𝐓𝐎𝐅 → 𝐌𝐎𝐅 → 𝐁𝐎𝐅 → 𝐀𝐮𝐭𝐡𝐨𝐫𝐢𝐭𝐲 → 𝐓𝐫𝐮𝐬𝐭 → 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲 But here’s the truth: The market doesn’t wait for your funnel to work. - Some people judge your credibility before reading your post - Others scroll your profile and decide in 5 seconds - And most? Never even make it to the “BOF” stage That’s why I rebuilt our framework around perception stages instead of content funnels: → 𝐔𝐧𝐜𝐥𝐞𝐚𝐫: They don’t know what you do or why it matters → 𝐂𝐫𝐞𝐝𝐢𝐛𝐥𝐞: You look the part, but nothing sticks → 𝐂𝐚𝐭𝐞𝐠𝐨𝐫𝐲 𝐨𝐟 𝐎𝐧𝐞: You own your space so clearly, no one else compares 𝐄𝐚𝐜𝐡 𝐬𝐭𝐚𝐠𝐞 𝐧𝐞𝐞𝐝𝐬 𝐚 𝐝𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲: - If you’re unclear, don’t post more.. fix your positioning first - If you’re credible but forgotten, create assets that signal expertise - If you want to dominate, publish IP that no one else can touch Here’s the wild part… The month our clients stop posting like “content creators” And start building like “category leaders” → Their inbound credibility spikes → Investors start replying → Deals close without chasing Because people don’t follow you for how often you post. They follow you for what your presence represents. Most CEOs are stuck in content purgatory. Fix the positioning. Own your narrative. And authority starts working while you sleep.