Who are you talking to?

Who are you talking to?

Your LinkedIn connections probably fall into three distinct categories:

1. Internal (colleagues)
Your internal audience isn't just about hierarchy, it's about influence. If you're writing for an internal audience - in a big corporation, for example - understanding internal dynamics and politics is vital. Who influences whom?

2. External (clients/partners)
Different roles demand different external focuses. Whether you're targeting potential clients, industry leaders or future talent, your content needs to speak directly to *their* needs and interests (not necessarily yours).

3. Peers (industry colleagues)
Peers represent a unique hybrid audience as they can be both internal and external. They're often your most engaged audience and a route to other audiences.

If you're a senior leader, remember that your content serves dual purposes.

It establishes thought leadership externally while maintaining team engagement internally... so you have to find the right balance between inspiration and practicality.

Before hitting 'post,' always ask yourself:

'Which audience am I primarily speaking to and does my message meet *their* needs?'

++ I'm Nigel, creator of Ghostart. I help professionals develop an authentic presence on Linkedin for career growth, professional development and to raise awareness of their company or brand.

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Who are you talking to?

Nigel Jay Cooper

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