LinkedIn strategy and ghostwritten content for successful experts, coaches and founders who want to become better known by the right people.
Robert Greenshields – Authority Strategist & Ghostwriter
Your ideal prospects are already on LinkedIn, as are many of the people competing for their attention.
Those competitors may not be as good as you are, but if they’re showing up consistently, they’re still shaping the choices your prospects make.
You need those prospects to see enough of you to understand how you think, what you believe, and what you know. They need to understand what you’re good at, why it matters to them, and why you’re the right person to help.
Are you showing up?
LinkedIn gives you an extraordinary opportunity to put your ideas in front of exactly the people you want to reach. It can help you make connections, start conversations and build relationships with people who matter to your business.
And the opportunity is becoming more interesting. LinkedIn is getting better at matching content with people who are likely to find it relevant, which means your posts don’t necessarily need to reach huge numbers of people to have an impact.
At the same time, there is more content competing for attention than ever, but not all of it is good. Some people are relying too heavily on AI to produce content that says little and sounds like everyone else. That creates an opportunity for people with something genuinely useful to say.
Simply writing good posts and publishing them isn’t enough.
You need to understand what makes content relevant to the people you want to reach, how your profile and content work together, what is getting attention and what needs to change.That’s a substantial job in itself. And it’s probably not the best use of your time.
It doesn’t need to become your job
You don’t need to work out how to make all of this happen yourself.
I’m an Authority Strategist & Ghostwriter. I help successful experts, coaches and founders turn what they know into authority assets that make them better known by the right people.
For some clients, that means a book. For others, it means LinkedIn. The underlying principle is the same: understand what you’re good at, why it matters to the people you want to reach and why you’re the right person to help, then communicate that consistently.
For LinkedIn, I take responsibility for the substantial work involved in making that happen. You remain the expert, the face of the business and the person who builds the relationships.
Your profile and content work together
Your LinkedIn profile isn’t simply a page people visit after seeing one of your posts.
It helps LinkedIn understand what you do, who you serve and what your content is about. That forms part of how LinkedIn decides who is most likely to find your content relevant.
It also has an important job with the people who do discover you. Your headline, About section, Featured content and overall positioning need to give them a clear reason to take an interest.
We therefore work on your profile from the start, making sure it communicates what you want to be known for and supports the content we’re going to create.
Your content then gives people a reason to keep paying attention. It shows them how you think, what you believe, how you approach problems and what it would be like to work with you.
What makes LinkedIn content work
Good LinkedIn content isn’t simply information that happens to be published on LinkedIn.
It starts with something worth saying: your experience, ideas, opinions, frameworks, observations and ways of looking at the problems your clients face.
It needs to be relevant to the people you want to reach and give them a reason to stop and read. It needs to reinforce what you want to be known for and contribute to a consistent picture of how you think.
It also needs to be part of an ongoing presence rather than a collection of disconnected posts.
That’s very different from filling a content calendar.
How I turn your expertise into content
I start by understanding your business, your expertise, your clients and what you want to be known for.
We identify the ideas and themes that matter to your audience and give them a reason to pay attention to you. I then turn those ideas into regular LinkedIn content in your voice.
The format follows the idea. That might mean an educational post, case study, carousel, infographic or story, using the formats that best suit each idea and are currently getting the best results.
You see and approve everything before it is published.
The aim isn’t to make you sound like a LinkedIn expert. You don’t need to be one. The aim is to make your expertise more visible and easier for the right people to understand.
We measure what is working
A LinkedIn presence shouldn’t run on autopilot.
We track what is getting attention, what is reaching the right people and which ideas are generating the strongest response. That gives us evidence about what your audience finds useful and what is helping you become better known.
Then we use what we learn.
The ideas and formats that work can be developed further, while content that isn’t getting the right response can be changed or dropped. Over time, your LinkedIn presence should become more effective because we’re learning from what happens rather than simply producing more content.
You do the part only you can do
You don’t need to spend your time writing posts, working out what to say next or keeping up with every change to LinkedIn.
I take responsibility for that part of the work.
But your involvement still matters. When someone comments on your post, sends you a message or wants to connect, that’s an opportunity for a genuine conversation that only you can have.
The aim isn’t to remove you from LinkedIn. It’s to give you a presence that works without requiring you to take on all the work behind it.
Who this is for
This is for established experts, coaches and founders who already have something worth being known for.
You have a track record. You know your subject. You’ve helped people get results. Your ideal clients are worth enough that being consistently visible to the right people can make a meaningful difference to your business.
It isn’t for someone who is still working out what they do, who they help or why anyone should choose them. And it isn’t for someone looking for a low-cost supply of generic LinkedIn posts.
The value comes from having something substantial to say and having someone who can turn it into a presence that works commercially.
What the service includes
The service is built around what you want LinkedIn to achieve rather than a rigid list of deliverables.
It typically includes:
- Getting your LinkedIn profile working as effectively as possible
- Establishing what you want to be known for and who you want to reach
- Developing the ideas and themes behind your presence
- Creating regular LinkedIn content in your voice, typically around five pieces a week
- Using the formats that best suit each idea and are currently getting the best results
- Measuring what is working and using those insights to refine the approach
The exact level of activity depends on what you want LinkedIn to do for your business, and how quickly you want to get there. We’ll agree the right approach together.
A more comprehensive service is also available for clients who need additional content, specialised content or other support.
“Over several years, Robert has helped me create many valuable assets ranging from high-ticket information products to regular client mastermind content.
His exceptional reliability and creativity simplifies the process for me and ensures enhanced value for clients. I regularly recommend him to others.“
Investment
Most clients invest from around $3,000 per month for an ongoing LinkedIn programme. The exact investment depends on the level of activity and support you need.
We’ll work out the right level together before you commit to anything.
There is no long-term contract or fixed contractual term. However, LinkedIn is a cumulative process, and it can take time for the full benefit of a consistent presence to show through. We therefore recommend allowing at least three months to see the real results of the work.
The writing is the craft. The clients are the point.
I bring a marketer’s perspective to the work rather than treating LinkedIn as simply a publishing platform.
The question isn’t just, “What should we post?”
It’s, “What does the right person need to understand about you before they decide they want to work with you?”
That thinking sits within my Rapid Authority Roadmap, which brings together the work of clarifying what makes you worth knowing, creating the assets that communicate it and converting attention into opportunities.
LinkedIn is one of those assets. Done properly, it can become one of the most consistently visible.
Why my background matters
I’ve spent 25 years working in marketing and corporate communications and have written more than 100 books for experts, coaches and founders around the world, as well as lead magnets, LinkedIn content and other information products.
That combination matters.
I understand how to think about positioning and marketing, how to uncover the ideas and experience that make an expert worth knowing, and how to turn those things into writing that sounds like them.
I’m not simply producing content. I’m helping you become better known for what you do.
“Robert Greenshields does exceptionally good work.
In the 15 years that I’ve been in this business, I’ve never come across someone as good as him.
If you’re lucky enough to retain him, jump at the chance. You’ll be glad you did.“
Using AI to make the work better
AI has changed what is possible in this kind of work.
It allows us to research markets more widely, analyse far more information and make much better use of the content and ideas you’ve already created. It can also make parts of the process faster, from research and organisation to analysing and developing material.
But the source of the most effective content is still you.
People increasingly recognise, or believe they recognise, generic AI-generated content. The most effective LinkedIn content is built around your own ideas, experience and opinions, expressed in your own voice, with a professional writer behind them.
AI helps us do more with your expertise. It doesn’t replace the expertise itself, or the judgement needed to turn it into something worth reading.
Your content belongs to you
Everything is created under your name and in your voice.
My involvement is completely confidential. I don’t take credit for the work, and there is no requirement to mention me.
The content belongs to you, including material and unused drafts created during the engagement.
Your LinkedIn content can support more than LinkedIn
The ideas we develop don’t have to stay on LinkedIn.
A strong idea can become a webinar, presentation, lead magnet, article, newsletter or eventually even a book. Equally, if you’ve already created substantial material elsewhere, we can use it as a source for your LinkedIn content.
You don’t have to build everything at once. LinkedIn can be where you start making your expertise more visible and discover which ideas have the potential to become other authority assets.
Let’s talk
If you’re already good at what you do but know you could be better known by the right people, LinkedIn may be one of the fastest ways to close that gap.
Book a free 30-minute Authority Accelerator call and we’ll talk about what you do, the clients you want to attract and whether LinkedIn is the right way to get you there.
There’s no pitch and no obligation. If I don’t think LinkedIn is the right approach for you, I’ll tell you.
Please click on the link and let’s talk.
Note: Booking a call takes you to a short questionnaire, then to a separate page to choose your appointment time.