LinkedIn is a powerful platform for thought leaders to build their personal brand, establish credibility and connect with a wide audience. However, to really stand out, it's important to diversify your content and go beyond the standard updates and announcements.

This is the place where STEP Content Framework comes, offering a strategic way to organize and maximize your LinkedIn presence. It includes five types of content: Storytelling, Thought Leadership, Engaging, Personal and Promotional.

Using this framework, you can create a complete content strategy that consistently engages your audience and enhances your personal brand.

Related: With this LinkedIn algorithm change, your best posts can reach new readers for months

1. Storytelling

Storytelling helps thought leaders connect with their audiences in a deeper and bigger way personal level. Sharing stories – whether personal, historical or trending – creates relatable and memorable content. like Gillian Sarah says, “But it's not just about sharing your story; it's about telling it in a way that resonates with your audience and aligns with your personal brand.”

Story Content Types:

• Stories and first-hand experiences: Reflect on personal milestones, challenges you've overcome, or unexpected lessons. Sharing your biggest wins or first experiences in your industry can build rapport.
• Famous or historical stories: Drawing from biographies, historical events, or pop culture connections can connect your ideas to stories that people already know and care about.
• Real-time trending stories: Refer to current events or viral content to create timely posts. Tools like Google Alerts or social media monitoring help you stay informed.

Storytelling makes your content more relatable and builds a stronger connection with your audience. Sharing stories that resonate makes your content easier to remember and more impactful.

2. Thought leadership

Thought leadership content positions you as an expert in your field. Western Government University describes thought leadership as “expressing ideas that show you have expertise in a particular area, field, or topic.” By offering new insights, simplifying complex ideas, and sharing industry news, you reinforce your authority and give your audience reason to trust and follow your expertise.

Types of thought leadership content:

• Tips and tricks: Share practical tips, best practices, or simplified processes that help your audience solve specific problems.
• New Insights: Offer unique perspectives, debunk common myths, or offer surprising truths about your industry. You can also predict future trends or make cross-industry comparisons.
• Industry news and data: Share your opinion on the latest industry updates or data, create roundup posts or share research and statistics.

This type of content builds credibility and authority. When your audience sees you consistently providing valuable insights, they are more likely to see you as a thought leader in your field.

Related: How to create a strong personal brand in today's digital age

3. Engaging

Engagement is essential to building an interactive LinkedIn community. Creating content that sparks conversations encourages your audience to participate and interact with your posts, increasing your visibility on the platform.

Types of engaging content:

• Inspirational and motivational quotes: Share personalized versions of famous quotes or original quotes that reflect your philosophy.
• Surveys and questions: Ask your audience for their opinions using LinkedIn's poll feature. You can also ask thought-provoking questions about your industry or your content.
• Curated Viral Content: Share third-party content that's relevant and popular, showing your followers that you're involved in the broader industry conversation.

Engaging content increases interaction, which, in turn, increases your reach on LinkedIn. The more engaged your audience is, the more your content is pushed to new viewers, expanding your influence.

4. Personal

Personal content helps humanize your brand and allows your audience to get to know the person behind the thought leader. Sharing personal moments or behind-the-scenes glimpses into your life can make your content more relatable and authentic.

Types of personal content:

• Moments from behind the scenes: Share snippets from your daily routine, travel experiences or event preparations. The photographs and personal reflections are very attractive.
• Hobbies and interests: Talk about your favorite books, movies, sports teams, or hobbies. Sharing why these interests matter to you gives your audience insight into your personality.
• Community and family: Share personal milestones, family events or important moments with your professional network. This type of content builds a deeper, more personal connection with your audience.

Personal content allows your audience to see you as more than a thought leader. It adds a layer of relatability and authenticity, helping to build stronger emotional connections with your followers.

5. Promotional

While your LinkedIn content shouldn't be about self-promotion, it's still important to inform your audience about your accomplishments, services, and products. Promotional content it clarifies your focus and delivering while also building credibility through recognition and social proof.

Types of promotional content:

• Features and media recognition: Highlight media coverage, interviews, or recognition to showcase your expertise and accomplishments.
• Evidence and case studies: Share customer testimonials or case studies that demonstrate the impact of your work.
• Product or service promotions: Promote your services, book, company, podcast or course by offering sneak peeks, exclusive offers or making announcements to build excitement.

Promotional content allows you to showcase your expertise while driving interest in your products or services. This type of content helps you turn your followers into potential clients, partners or customers.

Related: Why this LinkedIn score is key to your personal brand

To build a strong personal brand on LinkedIn, balance is essential. By using the STEP Content Framework – Storytelling, Thought Leadership, Engaging, Personal and Promotional Content – you can maintain audience interest and establish yourself as an accessible and credible thought leader.

A balanced content strategy helps you humanize your brand by showcasing your expertise, driving engagement, and building lasting relationships with your audience. Blending these five types of content will make your LinkedIn presence more dynamic, relatable, and impactful.