Every influencer and influencer marketer hears the same advice. Be real. Be yourself. And of course... be authentic. More often than not it's an answer without explanation. It's oft-repeated but rarely defined. So when I sat down with Mark Lobosco, LinkedIn's Chief Business Officer, I asked him: "How do you define authenticity?" His answer (and advice for content creation) was top tier. ๐ง๐ฎ๐ธ๐ฒ ๐๐ผ๐๐ฟ ๐๐ผ๐ฟ๐ธ ๐๐ฒ๐ฟ๐ถ๐ผ๐๐๐น๐. ๐ก๐ผ๐ ๐๐ผ๐๐ฟ๐๐ฒ๐น๐ณ. Mark described authenticity as the way you'd talk to a group of colleagues. Not a keynote. Not a press release. A conversation. This is a trap I fall into and I know many others do as well. Too often we can treat LinkedIn like a stage. polish every word. We perform expertise instead of sharing it. ๐๐ป๐ผ๐ ๐๐ผ๐๐ฟ ๐ฐ๐ผ๐ป๐๐ฒ๐ป๐. ๐๐ผ๐ป'๐ ๐ผ๐๐ฒ๐ฟ ๐ฟ๐ฒ๐ต๐ฒ๐ฎ๐ฟ๐๐ฒ. Mark's approach: โข Write out what you're going to say โข Hit record โข One take โข Don't redo it if you mess up at the beginning, just keep going I loved this advice and need to take it to heart. I overscript. I stress and write every word, then read it and re-record over and over. I end up holding back a lot of my personality as a result. It can feel a bit stagnant (something I need to work on, lol.) The sweet spot is preparation without performance. Know the topic cold. Think about what you want to say. Then let your passion carry the delivery. ๐ช๐ต๐ ๐๐ต๐ถ๐ ๐๐ผ๐ฟ๐ธ๐ The best content feels like a conversation you want to be in. It feels like you're interacting with a friend. That's where parasocial relationships are cultivated. And, this is critical to keep in mind given where B2B is heading. Buyers don't trust brands the way they used to. They trust people. Specifically, they trust creators who feel like a peer instead of an advertising pitch. LinkedIn is unique in that it optimizes for depth over breadth, connections over clout. This makes that connection/relationship component all the more important. The creators winning on LinkedIn right now aren't the most produced. They're the most most present. ๐ง๐ต๐ฒ ๐๐ฎ๐ธ๐ฒ๐ฎ๐๐ฎ๐ Start trying to sound like yourself on a good day. The one where you're explaining something you actually care about to someone who actually asked. ---- Enjoy this? โป๏ธ Repost it to your network & follow @brendangahan for more. Interested in LinkedIn Influencer Marketing? Reach out to us Creator Authority.
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