Own a Topic
Why smaller organizations can build visibility by thinking beyond individual posts and creating conversations that grow over time.
How can a smaller organisation build a recognisable presence on LinkedIn?
Choose a topic close to your mission, develop it through a recurring content series, and involve people with first-hand knowledge. Each post should add something useful to the same conversation. This gives readers a clear reason to recognise your organisation and return to its content, rather than treating every post as a separate campaign.
For NGOs using LinkedIn, I would start with a clear point of view — and the people who carry it — rather than treating the size of the organization as the deciding factor.
The size of your NGO does not, on its own, determine how useful your content can be.
A follower count is not a content strategy. You need to give people a reason to return to the conversation.
What topic can your organization own?
3 Recommendations to get started
Choose one conversation you want to keep returning to.
Not a campaign. A question, challenge or idea that sits close to your mission and gives you something to say over time.
Turn posts into chapters, not one-offs.
Create a recurring format or series people can start recognizing, and keep building on it.
Find your human voices.
Who inside your organization has knowledge, experiences or a point of view worth following? Let their voices strengthen the organization’s.
"Motivation often comes after starting, not before. Action produces momentum."
You do not need to be a big organization to take up space around a topic.
You already have something worth saying. Jot down a structure for a recurring content series and have the patience to keep adding to the conversation.
Sources & further reading
- Race For The Baltic: about the organisation
Its own description of its Baltic Sea mission, focus on eutrophication, and collaboration with researchers and other organisations.
- James Clear on starting and motivation
The original source of the quotation above. Applying it to a recurring communications series is my interpretation.
- My Copy This! case study
The first-hand internal communications example above, including a published newsletter sample. It is not a claim about LinkedIn reach.