Content strategy breakdown: Inner Game First
5 min read

Content strategy breakdown: Inner Game First

Yo! Welcome to the next episode of The Content Strategy Reeder where 2,221 subscribers spend five minutes getting better at content creation and strategy.

If you’re interested in using LinkedIn strategically, you’re gonna’ love this post.

(Ok, maybe not love love it, but you’ll definitely like it a lot.)

I’m all in on LinkedIn for a few reasons.

Mainly because a strong LinkedIn content strategy can help you unlock career-changing opportunities, like making way more money, getting a much better job, building an insanely loyal audience – just to name a few.  

But it won’t happen by accident.  

So when I come across an intentional and well crafted LinkedIn content strategy, I take notice (and sometimes, notes.)

That’s what happened when I stumbled across Luciano Scala’s LinkedIn content recently.

I went from awareness to a fan faster than an Amazon checkout flow.

So to teach you how to capture attention and build an audience, we’re doing the first CSR LinkedIn content strategy break down.

(I prefer break down over tear down because the latter feels too… destructive. And this is a place for building.)

I’m going to take you through the exact journey and thought process I experienced engaging with Luciano’s personal brand because it’s how people are most likely going to find your personal brand.

*Disclaimer: I work with Luciano at Gong. We are friends, but that’s not what earned him this break down. I’m going to keep it real, and I’m not holding back any punches just because we’re buds :)

Let’s start with awareness.

I found this post first:

Here’s why this post is a thing of beauty: He’s championing an idea, not himself.

It’s not #LucianoSales – that makes Luciano the hero.

Instead, he’s evangelizing the idea of Inner Game First.

Let’s break down that post:

  1. He immediately sets the stage by sharing the current state for his audience because these lists are common in the sales content sphere.
  2. Tells you that this list is missing something – which primes you for his conflicting perspective regarding how to spend your energy.
  3. His POV – internal energy and mindset over outward tactics – directly conflicts with common perception and expectations for sales professionals
  4. He provides examples. This makes it concrete and actionable.
  5. End with a desired outcome. He knows his audience wants a long, fulfilling career (don’t we all?)
  6. Using the hashtag tells me this is a thing, it has a title

Now I’m fully aware of his audience and POV – in one post.

That’s clarity in action. Well friggin’ done, Luc (pronounced “looch” not “luck” btw.)

Plus he provided something insightful, so I got value.

Now I’m like, OK you got me. Now what?

I clicked his profile to learn more about Luc and Inner Game First.

Note: this is a HUGE win for his content. It’s the exact outcome you’d hope to achieve.

Alright, here’s what I saw:

I promise you can read CSR in 5 min or less, so I’m going to hit on the key notes vs an entire profile tear down.

The first thing I noticed is his headline: Inner Game First.

It’s clear he’s taking this seriously because he prioritized it over other popular choices for LinkedIn profile headers, like job title or company name.

Put simply: this idea means more to him than the company he works for.

He’s playing a bigger game.

And that makes me think I should too…

Next, his banner is on point because it tells ONE unified message.

Typically I would roast anyone who calls themselves “trusted.”

“I never trust a [person] saying ‘trust me.’” - Drake

BUT he then lists a small handful of Fortune 500 companies that I’m left to assume he’s closed.

That gives him instant credibility with his target audience because they (1) respect the achievement and (2) want to accomplish the same.

My only feedback is that his banner message and “inner game first” aren’t directly connected.

(Unless maybe Inner Game First leads to trust?)

Could be better, but it doesn’t detract from the core message he’s conveying. So no biggie.

Now I’m nodding my head because Luc really has something here.

Even his Featured section is filled with #InnerGameFirst content. Nice reinforcement.

Great engagement on these posts, too. Instant credibility.

My only hang up is his About section:

I really wanted Luc’s story behind Inner Game First.

That’s what I was expecting.

What happened that sparked this perception? Why is he so passionate about this concept? What will I get if I follow him?

Not that what he has currently is bad per se.

But he could – and in my opinion, should – start with the Inner Game First.

Use that real estate to tell the story and a strong CTA – even if it’s just “follow me if you want to elevate your inner game.”

So, there you have it.

All in all, Luc and the Inner Game First get a big ol’ stamp of approval from me.

High scores for POV, content, credibility, and intentionality.  

Luc, if you’re reading this, keep it going!

And if you’re not Luc and reading this, take inventory of your LI profile and content. How can you steal some of these stellar tactics for your LI content strategy?

Remember, a couple small changes can have a monumental impact on your digital brand and content strategy.

Holler at you next Saturday,

PS: Next Saturday is Christmas (woo!), so I’m going to send the next episode of CSR on Sunday December 26th. A quick heads up so you don’t think I forgot!

Did you get value from this post? If so, you’d make me shout “boomshakalaka!” if you shared it with your friends or on LinkedIn. Here’s an example from Brian Hansen for inspiration.

Content on Content
Every now and then I share content about content. Might be something I wrote, I’m reading, or something that inspired me. It just might give you a lift too.

By the time you read this, I’ll be on the road to San Diego for family time and (Rumi-willing) some R&R. Like most, I bring a book. If you’re curious what I read in 2021, here’s a list*.

  1. Niche Down by Christopher Lochhead. In ~100 pages you’ll learn why it’s irresponsible not to find and own your niche. Fun fact: It was the final nudge I needed to launch this newsletter.
  2. The Marathon Don’t Stop by Rob Kenner. It's a biography of the truly remarkable late Nipsey Hussle. Phenomenal artist, and while mostly known as a rapper, he was an entrepreneur who was remarkable at POV marketing.

    *Yep, only two books this year. I read slowly, and apparently, mostly online.