420 - The Worst Advice I Hear About CEO Branding
The worst CEO branding advice? “Post daily on social media.” True thought leadership isn’t built on algorithms but on long-term assets like personal websites and owned content. In this episode, we discuss why influencer strategies don’t work for CEOs and how to create a sustainable personal brand.
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The Worst Advice I Hear About CEO Branding
If you’ve been told that posting daily on social media is the secret to CEO branding, it’s time to rethink your strategy. While consistency is valuable, it’s not about how often you post—it’s about where and how you build your authority.
The biggest mistake CEOs make? Following an influencer strategy instead of a thought leadership strategy.
Why Posting Every Day Won’t Build Your CEO Brand
The idea that daily posting guarantees visibility is flawed because:
1️⃣ Algorithms Control Your Reach – Social media platforms change their rules constantly. What works today might be irrelevant tomorrow.
2️⃣ Influencers vs. Thought Leaders – Influencers create content for engagement. CEOs create content to position themselves as experts and industry leaders.
3️⃣ You Don’t Own Social Media – If your entire brand exists on a platform like LinkedIn or Instagram, you’re at the mercy of external decisions. What happens if your account is suspended or the platform loses popularity?
The Smart CEO Branding Strategy
Instead of chasing temporary attention, focus on building an evergreen thought leadership hub.
✅ Own Your Content: Your website and email list are assets you control.
✅ Publish Thought Leadership Pieces: Articles, case studies, and podcasts hold long-term value.
✅ Leverage Social Media, But Don’t Rely on It: Use platforms to distribute content, not as the foundation of your brand.
The CEOs who win the branding game are the ones who think beyond the algorithm and build assets that last. Don’t fall into the daily posting trap—build a brand that stands the test of time.
Highlights:
00:00 Debunking the Daily Posting Myth
00:23 The Importance of a Personal Hub
00:38 Long-Term Discoverability
00:46 Thought Leadership vs. Influencers
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Transcript:
If someone tells you that posting every day on social media builds attention, they lie to you. It has nothing to do with even social media and that's the difficult thing to understand. A lot of people focus on the influencer strategy and nothing wrong if that is your strategy. But if it's not and you want to be seen as a thought leader, you need to do things differently.
You need to build content that is connected to your personal hub because in the end, you don't want to build dependency to any social media platform because it can be gone tomorrow or you will be switched off or the algorithm doesn't care about you. If you build content that is first and foremost in your personal hub, which is your personal website, people can discover it for the next years to come.
Different strategy, thought leadership, and not influencers will make the difference.