Overview
Developed a LinkedIn thought leadership strategy for founders, Namit Goel and Ankur Gupta, and the CMO, Avdhesh Singh, at Ken Research.
The initiative focused on strengthening each leader’s professional positioning, building visibility around their expertise and generating relevant business leads through LinkedIn.
The Challenge
Leadership profiles lacked distinct positioning, while content often mirrored the company’s corporate communication. There was an opportunity to establish individual leadership voices aligned with each executive’s expertise, target audience and business objectives.
The Approach
01. Profile Audit & Optimisation
Audited and refreshed LinkedIn profiles to strengthen professional positioning and communicate each leader’s expertise more effectively.
- Refined headlines, About sections and experience descriptions.
- Updated profile visuals and banners.
- Reviewed relevant industry profiles to inform positioning.
02. Executive Content Strategy
Developed individual content strategies based on each leader’s expertise, communication objectives and target audience.
- Conducted individual discovery sessions.
- Defined 2–3 content pillars for each leader.
- Established a three-lens content filter to evaluate content ideas.
- Developed audience profiles, tone-of-voice guidelines and editorial guardrails.
- Curated relevant industry references to guide content direction.
03. Content Development & Publishing
Translated the individual strategies into a consistent programme of LinkedIn thought leadership content.
- Researched industry developments, market trends and emerging business conversations.
- Developed LinkedIn posts and carousels tailored to each leader’s positioning.
- Used AI-assisted workflows to support research, drafting and editing.
- Established a publishing cadence of 1–2 posts per leader per week.
- Coordinated reviews, fact-checking and publishing.
