If you can convince LinkedIn, you can convince anyone

A mini lesson on the power of positioning

A little while ago, I was asked to answer one of those collaborative questions on LinkedIn that pop up now and again. 

It said:

How can you use your system architecture network to find potential collaborators, partners, and clients?

To which I said… 

I have absolutely no idea.

In part because it’s a very strangely worded question, but mostly because I’m not a systems architect. Never have been, (almost definitely) never will be.

Although this did throw me slightly, it also made me smile, gave me a warm little fuzzy feeling, and a certain sense of career satisfaction. 

Because I’ve spent the past few years creating content for businesses about areas of technology like networks and architecture. I’m by no means an expert - in fact I’ve relied heavily on the expertise of others to make sure I’ve got the facts straight - but the fact that I was asked to answer this question struck me as a really neat example of the power of positioning.

I say this because if LinkedIn’s algorithm thinks I know my stuff in this field, then I’ve probably done a good job of talking about these themes regularly and authoritatively, and of engaging others with my content.

This is the fundamental basis of any content strategy: generating external materials around key topics that matter to you, your organisation or your brand. Whether you want to call it thought leadership, blogging, or working in the open*, it lifts the lid on your work, evidences that you know what you’re talking about, and that you’re contributing to the conversation on the things that matter.

In spite of what this article title might suggest, this isn’t about fooling anyone, it’s about talking about what you know. Positioning yourself as an expert. Engaging with your audiences. Building your reputation.

Hey, it’s what I’m doing now!

So if you want to improve your positioning, make sure you get your thoughts out there.

And maybe soon you’ll be the one earning your ‘Top System Architecture Voice badge’. (You just have to answer 3 or more articles on the topic, apparently.)

Personally I might save that one for a rainy day.

*working in the open is primarily about running successful digital projects rather than marketing or positioning, but I’d argue it’s still relevant here because it helps to showcase the culture and values of an organisation. It’s therefore a really useful way of building a brand