Content is a double-edged sword. Done right, it builds credibility and brings inbound interest. Done wrong, it becomes a chore that distracts from billable work. The trick is to leverage strategic content and social proof that amplify your reputation with minimal effort.
Social Proof – let’s start here because it’s high impact. Social proof includes things like:
Testimonials or recommendations: Ask happy clients to write a few sentences about your impact. LinkedIn Recommendations feature is great for this – it displays on your profile. Or get a quote you can put on your website. Nothing speaks louder to a potential client than seeing “Thanks to [Your Name], we increased our sales pipeline 3x in 6 months,” signed by a CEO in their industry.
Case Studies: You don’t need a fancy PDF; even a LinkedIn post or an article describing how you helped a client achieve X is gold. Focus on the problem -> solution -> outcome. Keep it anonymised if needed (or get the client’s permission to name them). Case studies concretely demonstrate your value.
Notable Clients or Projects: If you’re allowed to name-drop clients (especially if they’re notable brands), do it. For example: “Fractional CHRO for a Fortune 500 retail company” or “Interim CTO for a Fintech scale-up (Series B).” Logos on a website or mentions in your bio can immediately boost credibility. Just ensure you have the right to share that association in public.
Media or Speaking: If you’ve spoken at events, been on a podcast, or quoted in an article – highlight it. It shows you’re respected in your field. Even a link to a conference talk video or a podcast episode on your site is great social proof. It doesn’t have to be a TED talk; niche industry webinars count too.
Now, content:
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