How to Build Topical Authority

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice

Building thought leadership on LinkedIn isn't just about posting more. It's about posting smarter. Most professionals share the same content — job updates, company news, LinkedIn Learning certs with no context. But the people who build authority? They think differently about what they share. When everyone else is posting obvious takes, be the person with unique insights. Great thought leadership content positions you as someone worth following — and worth hiring. Build authority with this type of content instead: 🔍 Break down what works → Analyze others' smart moves instead of just sharing your own wins — shows strategic thinking. 🎙️ Podcast appearances → Share screenshots from shows you've been on with key quotes — instant credibility boost. ✍️ Articles you've written → Screenshot the first few lines instead of just sharing links — gives context people actually read. 🔥 Hot takes on industry "wisdom" → Challenge what everyone believes but back it up with examples — shows independent thinking. 💥 Things that failed → Share experiments that bombed and what you learned — builds trust through vulnerability. 📍 Live event insights → Real-time thoughts from conferences that don't make official recaps — shows you're plugged in. 💻 Hidden tools you use → Skip obvious recommendations for under-the-radar gems — positions you as an early adopter. 🏆 Recognition with industry insights → Turn awards into teaching moments about your field — adds value beyond bragging. 📚 Learning out loud → Document skill-building in real-time — proves growth mindset and helps others. 📊 Data insights from your work → Share patterns you've found without revealing private info — shows analytical thinking. 🗣️ Voice notes turned into posts → Record walking thoughts and clean them up — feels more authentic than perfect posts. Stop trying to sound like everyone else. The content that builds thought leadership is content that sounds unmistakably like you. Are you building authority through your LinkedIn content? ➕ Follow Lyssa Leigh Jackson for more ways to build your personal brand

People Google everything. Including you. Before meetings, interviews, or even dates, your online presence is scrutinized. It's not just about looking good online, it's about strategically positioning yourself as an authority in your field. Here's how to make your PERSONAL BRAND stand out: 1. Create content that showcases your expertise • Write articles or blog posts on industry trends • Share insights from your professional experiences • Showcase unique stories from your personal client experiences. 2. Use SEO to ensure your content ranks • Research relevant keywords in your industry • Optimize your LinkedIn profile with these keywords • Include them naturally in your content titles and descriptions 3. Build a network that amplifies your voice • Engage meaningfully with others' content • Collaborate on projects or co-create content • Participate in relevant LinkedIn groups and discussions 4. Consistency is key • Maintain a regular posting schedule • Ensure your messaging aligns across all platforms • Keep your visual branding cohesive (profile picture, banner, etc.) 5. Showcase your achievements • Update your profile with recent accomplishments • Share case studies or success stories • Request and display recommendations from colleagues These strategies can transform your digital footprint from a mere online presence into a powerful personal brand. It opens doors to new opportunities, builds credibility, and creates a lasting impression in the minds of potential employers, clients, or partners. What steps are you taking to enhance your online presence? P.S. Need help with your personal brand? Send me a DM. #PersonalBranding #ProfessionalDevelopment #OnlinePresence #LinkedInTips

Want to be an authority in your space? There's an easy way to get featured as an expert in major publications. It's called H.A.R.O. Here's how it work in 7 simple steps: 1/ Authority = Value As a professional, your trajectory is tied to your perceived value. If you're viewed as an authority in your space? You'll see: - More inbound opportunities - Better opportunities - $$$ The best part? Anyone can do this with a site called HARO. 2/ What Is HARO? HARO = Help A Reporter Out Reporters write stories about every topic under the sun (including the space you work in). They need sources to help provide information and data. HARO helps connect industry professionals (like you) to reporters for this purpose. 3/ How To Get Started 1. Head over to HelpAReporter .com 2. Click on "Sign Up" 3. Choose the topics you want to comment on HARO will send you 3 emails / day with upcoming stories. When you see one you like? Submit your response! 4/ Writing A Great Response Lots of people use this tool. If you want to win, your response needs to stand out: 1. Introduce yourself and your qualifications 2. Provide unique, tangible insights 3. Offer real, personal examples if possible 4. Keep it <250 words 5/ Play The Numbers Game Getting featured is a volume game. You may need to submit 10-20+ responses before a reporter bites. But when they do? You can land in places like the NY Times, WSJ, Mashable, ABC, & more. For best results, aim to reply to one request every day. 6/ Feature Your Features When you finally land that feature? Share it far and wide! - Repost the article on LinkedIn - Add it to your Featured section - Put it on your resume - Share it with colleagues and friends Most importantly, include it in future replies to reporters 😉

I spoke with a leadership consultant who was worried about their low conversions on sales calls over the holidays. Here's what she told me. "I seem to spend the majority of time on the call trying to prove that I'm an expert." I understand this. I've been there. If you find yourself in a similar situation, here's my advice: Clarify your message and start working on your personal brand. Why? Because if you have to prove you're an expert, that means you're not seen as one by the people you're speaking to. This happens when: > Your positioning is wrong. > You're targeting the wrong people. > Your messaging needs to be updated. > You haven't taken the time to build your personal brand. Ideally, you should only speak with people who already consider you an expert. If you find yourself in this position, here are three actions you can take. 1. Define what you want to be known for. If you don't know, no one else will either. After reviewing this person's website and LI profile, I found it hard to decipher the specific value they added. Their posts were all over the map. There was nothing consistent. Define your "thing" and be that thing everywhere. 2. Do not hide your authority and credibility. This person truly was an expert, but their expertise was hidden. They were afraid it would come across as bragging if they started talking about their expertise. This is a common concern, but how will anyone know if you don't talk about your qualifications? #hardtruth No one is going to advocate for you. You need to do that for yourself. 3. Use social proof. Think testimonials and logos. Both serve as social proof and are the best ways for you to demonstrate your expertise without "bragging." Why? Because it's someone else bragging for you. Like this testimonial from a recent client: "Now that we have our Distilled Message Guide, I'm confident we have the language to use in sales conversations, on our website, in social media posts, and email marketing. You've exceeded expectations." As a small business owner, your challenge is not your skills; it's your ability to confidently talk about the value you add in a way that makes sense to others. So, don't shy away from your brilliance. Instead: - Embrace it. - Talk about it. - Demonstrate it in public. And watch your sales call conversions rise.