January 2025

How to Build Thought Leadership as a Business Owner

How to Build Thought Leadership as a Business Owner (Without Sounding Full of Yourself)

If you’re a business owner in Hamilton, Auckland, Tauranga, or anywhere in New Zealand, thought leadership is one of the best ways to build trust, attract opportunities, and position yourself as an expert. The challenge is doing it authentically—because no one wants to follow someone who just talks about how great they are.

This guide will help you share your insights, stay connected to your audience, and build real credibility without feeling like you’re bragging.

Step 1: Define Your Content Pillars

Before you start posting, get clear on what you want to talk about. This will give your content focus and help you stay consistent.

Here’s how to figure out your pillars:

  • What’s your expertise? For example, are you great at solving customer problems, growing a team, or innovating in your industry?
  • Who is your audience? Think about who you’re trying to reach—your customers, partners, or peers.
  • What do you offer? Whether it’s a product, a service, or just insights, your content should tie back to the value you bring.

For instance, if you run a landscaping business in Tauranga, your pillars could include tips for property owners, eco-friendly gardening practices, and success stories from local projects.

Step 2: Start with Personal Photos

People connect with people, not logos. To build trust and relatability, you’ll need some authentic photos to complement your content.

  • Hire a photographer or ask someone in your organisation to take 20 photos of you in action.
  • These could include you working with your team, meeting clients, or even something informal like a coffee break brainstorming session.

These photos will give your content a human touch and help your audience feel like they know you.

Step 3: Share Stories That Add Value

Your audience doesn’t want to hear how great you are—they want insights, stories, and advice that help them.

Here’s how to come up with content ideas:

  • What’s a common challenge your customers face?
  • What’s a mistake you’ve made in business and what did you learn?
  • What advice would have helped you when you were starting out?
  • What’s happening in your industry right now that excites or worries you?
  • What’s something unique about doing business in Hamilton, Auckland, or Tauranga?

For example, if you’re in Auckland and your industry is adapting to AI, you could share how you’re preparing your team for this shift and what other businesses might need to consider.

Step 4: Use a Framework for Your Posts

A clear structure makes your content easier to write and more engaging to read. Here’s a simple format:

  1. Hook: Start with a statement or question that grabs attention.
    • Example: “In 2019, I almost lost my business because of a big mistake. Here’s how I turned it around.”
  2. Story: Share the situation, challenge, or insight in 2–3 short paragraphs.
  3. Takeaway: Explain what your audience can learn from your experience.
  4. Call-to-Action: End with a question or encourage engagement.
    • Example: “What’s one lesson you’ve learned from failure?”

Step 5: Engage Consistently

LinkedIn rewards activity, so it’s important to engage with others while also posting your own content.

  • Spend 15–20 minutes daily commenting on posts from your connections or industry leaders.
  • Aim for 2–3 posts per week to stay visible without overwhelming yourself.
  • Mix up your content—some posts can be quick tips, others can be longer reflections or case studies.

For example, if you’re in Hamilton, post a quick update about a local event you attended and what you learned.

Step 6: Build Around Your Content Pillars

Once you’ve got your pillars, use them to guide what you post:

  • Growth Pillar: Share personal challenges, lessons learned, or advice for others starting their journey.
  • Authority Pillar: Post insights, data, or success stories that demonstrate your expertise.
  • Sales Pillar: Talk about how your product or service solves problems, or share client success stories.

For instance, if you’re a business owner in Tauranga, your “Growth” post could reflect on how you built your team, while your “Authority” post could offer tips on running a seasonal marketing campaign.

Step 7: Track and Adjust

Not every post will hit the mark, and that’s okay. What’s important is paying attention to what resonates with your audience and refining your approach.

  • Use LinkedIn analytics to see which posts perform well.
  • Experiment with different formats, like text posts, carousels, or videos.
  • Ask your audience directly—what do they want to hear more about?

Final Thoughts

Building thought leadership isn’t about calling yourself an expert—it’s about consistently sharing value, engaging authentically, and staying connected to your audience. By following these steps and focusing on your content pillars, you’ll not only grow your presence but also build trust with your community.

Whether you’re in Hamilton, Auckland, Tauranga, or anywhere in New Zealand, thought leadership can help take your business to the next level. So, start with that first post—it’s easier than you think!