Unire i punti: LinkedIn utilizzato correttamente (anche nell'era dell'IA)
Siamo nel 2025 e LinkedIn sembra… diverso. L’intelligenza artificiale ha reso la pubblicazione dei contenuti più facile che mai, i feed sono più caotici e gli acquirenti interagiscono con i contenuti in una fase più precoce del loro percorso. Per i CMO e i professionisti senior del marketing, ciò significa che la visibilità non è più un’opzione: è una leva di crescita. In questo episodio, approfondiamo cosa serve per costruire credibilità su LinkedIn senza cadere nella trappola dei post vanitosi.
🎙️ Our guests this time
- Göran Sällvin, Head of Marketing Solutions (Nordics) at LinkedIn – with experience at Google and as a former CMO, Göran brings both platform insights and a leader’s perspective.
- David Blinov, CEO of Precis Finland – built an €8M business through LinkedIn thought leadership (The F Company), and now leads Precis’ internal creator programme, Project Spotlight.
As always, the conversation is hosted by me, Stefania Casciari Carter, CMO at Precis. Together, we explore how leaders and teams can show up authentically, measure what matters, and turn visibility into pipeline and reputation.
Di cosa abbiamo parlato
Visibility isn’t optional anymore
Buyers engage earlier with people they already trust. If you stay silent, you don’t stay neutral — you stay invisible. For CMOs, personal visibility is no longer a side project but part of the growth engine.
AI made posting easier… but noisier
AI lowered the barrier to publishing, but also flooded feeds with generic content. The leaders who stand out use AI sparingly (as a sparring partner for editing or idea sparks) while keeping their own voice central.
Thought leadership without the cringe
Posting for the sake of posting won’t cut it. The best creator programmes align personal motivation (career growth, credibility) with company goals. That alignment keeps people engaged long-term.
Why video matters now
Video engagement on LinkedIn is rising fast. While it may feel awkward, that discomfort builds trust: video shows authenticity in a way text can’t.
Getting leadership to post
Convincing CEOs or execs isn’t about vanity. It’s about pipeline, reputation, and competitiveness. Active leaders grow audiences faster and make sales conversations easier.
The LinkedIn starter kit
If you’re just beginning to build visibility, here’s what to try this month (all doable in under 30 minutes):
- Pick your personal “why”. Are you posting for credibility, reputation, or new opportunities?
- Set a simple cadence. Block one 30-minute slot per week for the next 4 weeks dedicated to posting.
- Use AI for idea sparks (not writing). Feed it 2–3 industry challenges and ask for post angles. Pick one and draft it in your own words.
- Publish one 60-second video. Share one learning or perspective. Keep it raw — authentic beats polished.
- Track one meaningful signal. Instead of likes, note saves, comments, or when peers reference your post.
🎧 Watch the full episode on YouTube or listen on Spotify.
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