Why Most CXOs Struggle to Build a Winning LinkedIn Content Strategy?
- Neha Bharti
- Mar 26
- 3 min read
Updated: 7 days ago
LinkedIn is where industry leaders build their personal brands, drop knowledge bombs, and make meaningful connections. So why do so many CXOs who dominate boardrooms fail with their executive LinkedIn content strategy?
It’s not because they lack expertise. It’s because they’re doing it all wrong. Let’s break down the top mistakes most CXOs make and how to fix them.
1. They Sound Like a Corporate Press Release
We get it, you’re running a company. But LinkedIn isn’t your investor report, it’s a social platform. People want insights, not another “excited to announce” post with zero personality.
Mistake: “We at [Company] are thrilled to leverage AI to revolutionize supply chain logistics.”
Fix: “AI in supply chains isn’t the future it’s happening now. Here’s how we’re using it (and why it’s game-changing).”
2. They Post Inconsistently (or Not at All)
Most execs post once in a blue moon, then wonder why they don’t get engagement. Thought leadership isn’t a one-and-done thing, it’s about showing up consistently.
Fix: Aim for 1-2 posts per week. Mix it up with personal insights, industry hot takes, and even behind-the-scenes leadership lessons.
3. They Overthink Instead of Engaging
Too many CXOs treat LinkedIn like a speech at a shareholder meeting: formal, rehearsed, and distant. But guess what? The best-performing content sparks conversations.
Fix: Reply to comments. Ask questions in your posts. Engage with others’ content. Thought leadership is a two-way street.
4. They Don’t Tell Stories
No one remembers statistics. Everyone remembers a great story. If you want to be unforgettable, start storytelling.
Example: Instead of “Leadership is about adaptability,” try: “In 2020, our supply chain collapsed overnight. Here’s how we pivoted in 72 hours and what it taught me about leadership.”
5. They Treat a Video Like a TED Talk
Video is king on LinkedIn, yet most CXOs avoid it. Or worse, they overproduce, making it stiff and boring.
Fix: Keep it simple. Use your phone, speak naturally, and share a quick insight. 60 seconds of real talk beats a scripted corporate video any day.
6. They Don’t Repurpose Content
One great idea = multiple posts. Yet most execs write a single long-form post and never use it again.
Fix: Turn a post into a video, a carousel, or even short text snippets. Work smarter, not harder.
The 10-Minute LinkedIn Thought Leadership Plan
Busy CXOs don’t have hours to spend on LinkedIn, but they also can’t afford to ignore it.
Here’s a super simple LinkedIn content strategy for executives to help maintain a presence in just 10 minutes a day:
1️. 2 minutes – Comment on 2-3 relevant industry posts.
2️. 3 minutes – Share a quick insight, hot take, or lesson from your day.
3️. 2 minutes – Respond to any comments on your previous posts.
4️. 3 minutes – Engage with DMs or connection requests.
Do this daily, and in a month, you’ll see higher engagement, better networking, and stronger personal branding.
Developing an Intentional LinkedIn Content Strategy for Executives' Presence
Without an Intentional personal brand, it’s almost impossible to develop an executive presence that allows you to wield influence. Here’s a simple three-step plan, as suggested by Gartner, to hone your brand:
Step 1: Figure Out Where You Stand
Observe how others describe you and why they seek your advice.
Review past 360 feedback or performance reviews.
Identify themes in your strengths and weaknesses.
Step 2: Determine How You Want to Be Known
Make a shortlist of words that define your aspirational brand and an anti-brand list of what you want to avoid.
Use these as daily filters to guide your content and interactions.
Step 3: Identify Your Zone of Distinction
Find the unique elements that make you stand out from others in your field.
Avoid generic labels like "trustworthy leader"- focus on what truly differentiates you.
Consider distilling your values into a personal brand promise that reflects your influence and leadership style.
Start Before You Feel Ready
Most CXOs fail at LinkedIn thought leadership not because they lack value but because they hesitate to show up authentically. The fix is to just start. Experiment. Engage. The more real you are, the more people will listen.
Need help to create your Personal Brand? Book a call with us!
FAQs (Frequently Asked Questions)
1. What if I don’t have time to post?
Use the 10-minute plan. Also, batch-create content on weekends and schedule posts in advance.
2. Should I use AI to write my LinkedIn posts?
AI can help with brainstorming, but your voice is what matters. Edit AI-generated content to add personal stories and insights.
3. What’s the best format—text, video, or carousels?
Mix it up! Text works well for storytelling, video builds trust, and carousels are great for in-depth insights.
4. How do I grow my LinkedIn audience?
Engage with others, post consistently, and offer value rather than just self-promotion.
5. How do I avoid sounding too promotional?
Follow the 80/20 rule: 80% value-driven content, 20% about your business.
