Thought leadership is one of the most powerful marketing strategies for long-term growth for entrepreneurs. When leaders invest the time and budget to strengthen them personal branding through thought leadership, increases their business opportunities.

According to a study by Semrush91.4% of organizations that engage in thought leadership create articles as part of their content strategy. This helps build credibility, with almost half of companies (48.7%) using internal and external experts to increase their thought leadership presence.

But thought leadership also extends to personal branding: A survey by Thinkers360 shows that 85% of B2B decision makers consider thought leadership content important to making purchasing decisions. It also brings key business benefits such as customer trust (84%) and competitive differentiation (83%). Entrepreneurs who use thought leadership grow their brand by fostering long-term customer relationships and increased sales for their businesses.

This is because people like to do business with people. The founder or CEO is the “face” of the company, with whom people can interact and connect. However, you can't have personal branding without the “personal” side. People can't connect, interact and connect with you and your content if you're not authentic.

Using your personal stories, values ​​and expertise through thought leadership is a great way to do it build authenticity and trust with your community. The stronger and more authentic your community is, the stronger the business opportunities will be.

Related: 10 ways to be an authentic entrepreneur and sell your best self

When does authenticity go too far?

There is no doubt about the importance of authenticity in building relationships in business. But can it go too far? Absolutely.

LinkedIn consultants are very vocal about the use of authenticity on the platform, and many argue that it can be overdone or seem performative.

Mandy McEwena LinkedIn coach, emphasizes the need for balance in her Live Better Sell Better Podcast interview. According to her, authenticity must be genuine and strategic, fostering genuine connections, remaining professional and aligned with business goals. Thought leaders need to engage with content and conversations directly related to their industry and target audience – this is key to avoiding the appearance trap unauthentic or off brand.

i agree Your thought leadership content strategy should be well balanced between educating, enlightening, entertaining and promoting your company without losing focus of your core message.

Consistently promoting your core message builds authenticity and trust, which leads to growth.

It's also an easy way for people to connect with your threads and build community. Personal posts are important because they show a human side to the business person – but when this side is pushed more than the other, you can lose your audience and dilute your core message.

How to avoid overdoing authenticity in thought leadership?

To avoid overdoing authenticity, try to find the right balance between personal and professional content. Overeating can look like:

• Intimate stories about health issues or relationship problems that feel like a Facebook post. If so, it should be on Facebook and not LinkedIn. If you share an intimate story, make sure they are appropriate for a professional setting and provide actionable insights or reflect on how the experience contributed to professional growth.
• Vulnerability without professional importance. Sharing struggles or dramatic life events can generate sympathy, but don't forget to connect them with meaningful and professional lessons. Without this, your posts can seem more self-serving than value-driven.

Don't let a pillar of content like personal anecdotes cloud your industry knowledge. You can humanize your brand by sharing stories or personal experiences, such as a post about getting a new puppy. But these posts it should not dominate your content strategy.

Related: How brands can embrace authenticity in a transparency of global desire

Here are my tips for managing authenticity without overdoing it:

• Keep industry-related content as your main topic, second vacation photos. Entertain your audience with expert knowledge, advice and thought leadership around your core topic and sprinkle in personal anecdotes to show your human side. A 70-30 ratio (70% professional, 30% personal) works well for many executives.
• Weave in your main message in personal posts. If you share something personal, link it to a lesson or knowledge that is relevant to your work. For example, you can share how your puppy taught you patience by relating it to the importance of patience in business.
• Don't focus on vanity likes. Personal posts can increase engagement, especially on LinkedIn – yes, we all love the dozens of likes we get for sharing holiday photos or even a smiling selfie on our feeds. Beware of superficial links and instead build a community around your industry expertise by leveraging your thought leadership.

Balancing these three points helps you create an authentic presence without compromising the core professional message that your audience is looking for. Remember: While authenticity alone is not enough to support a long-term content strategy, it is one of the most important building blocks for engaging with your audience and growing your business.