In the previous article, we looked at optimizing your LinkedIn profile.

A well-taken-care-of profile earns trust. But, consistently output builds influence.

Most CEOs post on instinct. They share when inspiration strikes, then go quiet for months. But real authority on LinkedIn comes from rhythm. From a structured approach that turns visibility into habit.

At Lexicon, we are the leading LinkedIn management agency in Bangkok and have managed hundreds of CEO branding projects across Southeast Asia. The difference between noise and influence is almost always structure. A clear framework makes your voice predictable in the best way. People know what to expect from you. They begin to rely on it.

Think of your LinkedIn feed as a publication. A magazine needs variety, rhythm, and a clear point of view. The same is true for a leader’s profile. Every post should either prove expertise, build connection, or strengthen credibility. Together, they form the engine that keeps your presence alive.

The goal is not volume. It is balance.

Every strong personal brand runs on five types of content. Each plays a different role in reinforcing your leadership story.

1. Thought leadership

Your perspective on where the world is heading. What is changing in your industry. How technology, regulation, or consumer behaviour are shifting. This is the fuel of credibility. When you share a clear point of view backed by logic, experience, or data, people start quoting you instead of competitors.

In Southeast Asia, where transformation is accelerating across logistics, finance, and energy, your insights signal that you are not reacting to change. You are anticipating it.

You can fulfill this content pillar in many different ways. From blog articles like this one, to the type of white paper or report at the bottom of this blog. You can also lead conversations with fellow industry experts filmed out of a professional podcast studio in Bangkok.

It is best if this is your original content rather than third-party produced content to truly establish your expertise. 

What’s more, once you have put the time and effort into researching and writing your content – or filming your videos – you can extract multiple pieces of additional content from quotes, data points and infographics: all which can point back to the original article/video production that’s hosted on yoru website.

2. Social proof

Visibility is trust. Milestones, awards, and partnerships show that others believe in your work. A photo of your speaking at or attending an event or a short post of you meeting with a client builds credibility without words. It reminds your audience that your leadership delivers results in the real world.

Handled with restraint, this kind of content tells the market that you are active and relevant.

While pictures are a very simple way of ticking the social proof box, case studies and testimonials are an even more effective way of showing the world that you are trusted by your clients to deliver. That trust compounds and encourages others to trust you, too.

Case studies can be laborious to produce, but they are not a one-time thing and can be used across sales decks and on your website, too. 

3. Internal storytelling

Audiences connect most deeply when they see your values in action. Show moments from inside your business: a culture initiative, a training session, or a small act that reveals how your team thinks. When CEOs in Thailand and the region communicate like this, it humanises their leadership. It turns companies into communities.

This is probably the easiest type of content to produce. Every birthday party, new joiner or promotion is an opportunity for you to celebrate and shine the spotlight on the talented team you have. That same team that will be delivering results for your clients once they choose to work with you.

This is especially powerful in markets built on relationships. People want to know the human behind the title.

4. Industry commentary

Strong executives are also translators. They help others make sense of what is happening. Share your take on government policy, market shifts, or local business culture. Explain what Thailand’s investment trends mean for your sector. These posts show context and confidence, and they help foreign investors or partners trust that you understand your home market.

An easy way to do this is by commenting on articles produced by third parties, such as by sharing an article from the Bangkok Post with your commentary in the caption.

5. Engagement-driven content

The final pillar keeps the engine turning. Ask thoughtful questions, share lessons learned, or comment on other leaders’ ideas. This type of interaction makes your voice part of a wider conversation. The algorithm rewards it, but so do people. It shows humility, curiosity, and presence. These are qualities that make your leadership relatable.