The CMO guides and shapes the marketing direction for organizations. With evolving customer habits, an increased focus on social media activity is crucial. Seventy-two percent of customers feel connected to a brand when employees share brand information, and 70 percent feel the same with an active CEO on social media.

With up to 46 percent of CMOs identifying LinkedIn as the most effective social media platform, the space is vibrant and highly contested. There are common missteps that we see many CMOs make, and these adjustments can help bring their results to the next level.

Do not neglect top-of-funnel activities

A Gartner survey earlier this year stated that budget cuts, rising costs, and pricing disruptions resulted in 71 percent of CMOs feeling they could not fully execute their strategy in 2023. This has pressured CMOs to focus more resources and attention on bottom-funnel activities to drive sales.

Building a brand is a strategic investment in enduring success which allows brands sustainable longevity. Consistent effort is fundamental to building a brand just as recognition and trust are fundamental to business success. Consistency is key: Trust = Consistency + Value + Time

There are many important benefits to brand awareness such as credibility and trust, differentiation in a crowded market, enhanced perceived value, word-of-mouth amplification, and partnership opportunities.

Without brand awareness and trust, sales efforts become an uphill battle. The success of a brand hinges on the cultivation and maintenance of brand awareness. It’s not merely a marketing strategy; it’s an investment in building enduring relationships with the audience, fostering trust, and creating a lasting impact. Though it takes time, building a brand will pay dividends. Top-of-funnel activities are foundational for bottom-funnel efforts to succeed, and when done effectively, become a catalyst for increased sales.

Customers buy into the people behind the brand.

How credible CMOs can get lost in the algorithm

Just as customers look at leadership and their employees to learn more about a brand, CMOs have a responsibility to be active on LinkedIn. A CMO with a prominent profile enjoys the benefits of having greater credibility from their network and a larger reach to drive the messaging for the business. The CMO’s voice then becomes a powerful top-of-funnel tool.

It all starts with a well-crafted LinkedIn profile, which is a dynamic representation of your professional identity. Each section plays a crucial role in presenting your expertise, experience, and aspirations to the professional community.

Something most people overlook is the importance of priming your LinkedIn account. Priming is increasing consistent activity on a given profile. Priming an account involves being active through engagement, making connections, and commenting on important posts in your industry. This is a methodology users can employ to prepare their LinkedIn profiles for content creation. The LinkedIn algorithm rewards engagement and activity; young or inactive accounts may not get as much reach.

Profiles that are active and follow basic priming directives are far more likely to get more reach on their initial posts as opposed to less active accounts. We have seen results where a new profile with less 300 connections, properly primed, managed 60k+ impressions on their very first post.

Always be authentic with what you post, and aim to provide, rather than request value to get more traction. Sharing insights and educational takeaways encourages engagement and reposts.

Content checklist – what to do, and what to avoid

The CMO represents the brand, and it is expected that content on LinkedIn typically revolves around industry news, corporate culture, and products and services related to the business. Beyond work, a CMO’s growing audience can also be interested in understanding their stances on social issues, and having a personal connection strengthens customer loyalty. That loyalty translates into increased spending, and up to 76 percent of customers will choose a brand they connect with over a competitor.

For business-related content, CMOs should share helpful content that is relevant to their target audience. Presently, many CMOs are talking about the impact of AI on their workflow and how they are implementing it. This is a great way to communicate their business relevance. CMOs can use LinkedIn’s search functions and hashtags to identify trending topics in their field.

Aside from matching the brand with current events, CMOs can also examine possible synergies that extend from their brands to relevant industries. Content that offers tips and tricks from personal or professional experience can be powerful, especially if they can be used by others to achieve business goals.

Though announcement posts show tangible developments in a business, we’ve found that they tend to be the lowest-performing as they do not typically spark deep discussions. Research shows that stories are 22 times more memorable than facts alone, so reimagine them into story form for higher impact.

CMOs should not avoid sharing personal content. Those who do it authentically get more engagement. For some personal content examples, CMOs can share how they engage with their team or offer a peek into their day. They can share their thoughts on current technologies and trends and offer their perspective.

Reposting content and commenting on posts from other individuals that CMOs wish to align with can spark new conversations, and help them be seen by relevant viewers. Responding to comments is a great way to showcase personality, and is a great opportunity to expand a network and have meaningful conversations.

One common mistake when posting and reposting articles is using a link in a LinkedIn post. LinkedIn’s algorithm frowns upon external links in posts because external links take you away from the LinkedIn platform, and it will be seen less.

Always remember to have a clear connection between the description and the visual of the post. Both should be powerful enough for the viewer to notice them at a glance and encourage them to click the ‘see more’ button, react, comment, and repost.

Another simple yet effective way to optimize your post is to break up large blocks of text into smaller, easy-to-read bits. This helps people stay engaged and read through to the end.

The personal stances and opinions on issues that CMOs take will have a direct impact and relation to how their brand is perceived. Typically touchy subjects such as politics, and war should be avoided or very carefully thought through unless it’s part of a larger strategy.


The CMO who is well-positioned in this space works clearly and consistently alongside their customers, becoming the trusted voice that permeates from the brand to other discussions.

They will be the ones to drive the conversation to match evolving industry trends and set the tone for improved business practices. The CMO who is ready on LinkedIn will play a pivotal role in driving the brand, and the industries they are a part of. When executives are consistent and have a good content strategy, they can become a brand on their own, and the companies they represent will have to align themselves to catch up.

Evan Chi is the Chief Executive Officer Founder of Regenesys.

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