Podcast: Play in new window | Download
Subscribe: Amazon Music | Pandora | Youtube Music | RSS
In the 39th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson, are joined by Purna Virji, Principal Consultant of Content Solutions at LinkedIn. Together, they delve into practical strategies for sharing thought leadership on LinkedIn, optimizing content creation, and leveraging the platform for professional growth.
Purna offers valuable insights on the importance of quality content, effective commenting, and video engagement, as well as tips for founders to manage their LinkedIn presence without burnout. Don’t miss this actionable guide to enhancing your LinkedIn success!
CultivatED Marketer Ep. 39 — Sharing Engaging Expertise on LinkedIn with Purna Virji
In the rapidly evolving realm of professional networking and digital marketing communications, LinkedIn stands out as a powerhouse platform for developing personal and corporate brands. Purna Virji, Principal Consultant of Content Solutions at LinkedIn and a globally recognized content strategist, shares her insights to help illuminate pathways for marketing professionals pursuing career development, professional growth, and more effective communication professional development.
The Shift from Reach to Resonance
One of the most significant trends Purna highlighted is the shift from merely seeking reach to fostering resonance. With the rapid influx of content amplified by AI, generic strategies no longer hold sway. To stand out, content needs to be genuinely engaging and aligned with modern marketing communications best practices. Purna stressed the importance of leveraging executive presence to build trust – an essential skill for anyone invested in continuing professional development on platforms like LinkedIn.
Navigating the LinkedIn Algorithm
There’s substantial discussion around changes in the LinkedIn algorithm, with diverse opinions on its impact. Purna emphasized that despite the chatter, positive shifts are elevating meaningful content over low-value tactics. She encouraged consistency, prioritizing dialogue over monologue, and leaning into video content – which typically sees twice the engagement. These insights are particularly valuable for marketing professionals aiming to strengthen their communications strategies across digital channels.
Building a Community Over Pursuing Reach
Another key takeaway was the importance of prioritizing community over pure reach. By focusing on quality interactions and nurturing an engaged audience, users naturally expand their influence. This philosophy aligns directly with the goals of marketing professional development, where building relationships and fostering trust often matter more than vanity metrics. Purna encouraged listeners to bring their lived experiences forward.
Unlocking Executive Thought Leadership
Diving into thought leadership, Purna outlined common pitfalls in executive communications. Many executives default to talking at their audiences rather than engaging with them. For executives looking to strengthen their communications skills or build an audience, shifting toward audience-centric storytelling is essential. By focusing on what audiences care about most, leaders can elevate the impact of their messages and strengthen organizational reputation. Her Founder-led Sales And Marketing Never Ends guide walks leaders through key steps on how to turn expertise into trust and revenue.
In fact, she points out that organizational leaders can achieve real ROI using LinkedIn. She provides Hootsuite as one example.
Empowering Content Creation with AI
As AI reshapes content creation, Purna underscored that foundational marketing principles still matter. AI can enhance efficiency, but the human ability to interpret nuance, emotion, and context remains irreplaceable. For marketing and communications professionals, AI serves as a powerful tool – as long as it complements, rather than replaces, strategic judgment and creativity.
Career Insights and Mentorship
Reflecting on her career, Purna shared the importance of mentorship, collaboration, and community uplift – core elements of sustainable career development. She showcased the evolving landscape of LinkedIn as a vital platform for meaningful engagement and strategic growth. By embracing authenticity, audience-first communication, and community-driven content strategies, marketers can elevate both their skills and influence.
Click the links to connect with Purna Virji on LinkedIn, buy her book High Impact Content Marketing, or to find Purna’s Founder Led Growth Cheat Sheet.
02:04 The Value of Scrolling LinkedIn and Marketing Strategy
03:37 Integration and Full Funnel Content Strategy
05:58 Reaching the Right Audience on LinkedIn
07:43 Introduction to Purna Virji and Her Expertise
09:04 Shifts in Content Strategy on LinkedIn
11:12 Navigating LinkedIn’s Algorithm Changes
17:10 The Importance of Community and Engagement
21:13 Thought Leadership and Audience-Centric Content
23:04 The ‘You’ Attitude in Communication
23:33 Introducing the Founder-Led Sales and Marketing Playbook
25:12 Authentic Engagement on LinkedIn
31:19 Leveraging AI in Content Creation
32:20 Essential Skills for Content Strategists
38:29 Purna’s Career Journey and Insights