In 2025, many struggle with content strategies on LinkedIn. The traditional focus on attracting a broad audience isn’t cutting it anymore. For B2B professionals, this approach can lead to inefficiencies, especially when dealing with niche markets.
The common TOFU-MOFU-BOFU model often fails to engage the right audience. This leads to low interaction rates when posting specific content. It's time for a fresh approach: the "Authority-First" framework. This strategy allows you to build authority while offering valuable content.
Debunking the TOFU-MOFU-BOFU Myth on LinkedIn
The Traditional Framework
The TOFU-MOFU-BOFU model stands for Top of Funnel, Middle of Funnel, and Bottom of Funnel. It suggests starting with relatable stories to attract an audience. As your following grows, you then share industry expertise, and finally, you present content aimed at selling.
Limitations of TOFU-MOFU-BOFU
This framework has notable weaknesses, especially in a B2B context:
- Niche Focus: If your business is specialized, broad content might attract uninterested individuals.
- Engagement Issues: An audience that isn’t interested in your specific expertise leads to low engagement on key posts.
- Addiction to Broad Content: Relying on general stories for engagement can dilute your authority and message.
- Prioritization of Expert Content: LinkedIn now favors experts over personal narratives, making the TOFU approach less effective.
Case Study (Optional)
Consider a brand that tried this traditional model, focusing on broad content. They saw minimal interaction when shifting to niche offerings. This illustrates a disconnect that many B2B companies face.
Introducing the Authority-First Framework
The Core Principle
The Authority-First framework changes the focus from mere audience growth to establishing expertise. This shift helps you create meaningful connections in your industry.
Content Pillars
The content structure breaks into three parts:
- 70% Authority Content
- 15% Personal Content
- 15% Offer Content
Visual Representation
Imagine a pie chart where 70% is labeled "Authority," 15% "Personal," and 15% "Offer." This visual helps convey the balance needed for effective content creation.
Mastering Authority Content (70%)
Defining Authority Content
Authority content is the backbone of your strategy. It encompasses industry insights, analyses, predictions, and how-to guides. This content builds your credibility.
Creating Unique Content
The focus should always be on originality. Avoid generic, AI-generated material. Audiences crave unique perspectives, not recycled information.
Content Examples
- Industry Analysis: Break down recent trends in your field, providing your interpretations.
- How-To Guides: Share step-by-step processes that showcase your expertise.
- Infographics: Create visuals that explain complex industry facts simply.
The Power of Personal Branding (15%)
Integrating Personal Stories
Personal stories should connect to your industry expertise. This can help humanize your brand.
Building in Public
Share your journey as you grow. Regular updates about your work and experiences can attract like-minded individuals.
Personal Opinion Sharing
Don’t be afraid to express your opinions. This can build a strong personal brand, making it easier for potential buyers to relate to you.
Strategic Conversion Content (15%)
Defining Objectives
Every piece of conversion content should have a clear goal: whether it’s to gain newsletter subscribers, increase product users, or book sales calls.
The PAS Framework
Use the Problem-Agitate-Solution method for your conversion content. Outline a problem your audience faces, increase awareness of it, and then offer your solution.
Avoiding Commodity Content
Set yourself apart with a strong message and unique offerings. If your offer blends in with the competition, it won’t catch attention.
When the Authority-First Framework Isn't Ideal
Exceptions
This framework may not suit everyone. Consider using alternative strategies if:
- Rapid follower growth is your only goal.
- You want a broad social media presence without authority.
- You don’t have a product or service to sell.
Alternative Strategies (Brief)
For those seeking quick growth, social media ads or broad engagement tactics could be more effective. However, if authority matters, the Authority-First framework excels.
Conclusion
The Authority-First framework offers a structured approach for LinkedIn in 2025. Focusing on building expertise while sharing personal insights can transform your content strategy. Consider implementing this framework and explore additional resources to strengthen your brand ecosystem.
Start today and elevate your LinkedIn presence!
Ready to write better LinkedIn posts and grow your personal brand?
