Hey friend,

How’s it going? 🌻

The other day, I had a 1:1 consultation call with a very bright freelancer.

She asked me a simple question:

“LinkedIn is fine, but what about other channels? Is it the only way, or are there other ways I can enhance my personal brand, too?”

That question stayed with me.

Because LinkedIn is powerful, no doubt. But it’s not the only path. It shouldn't be.

And when I look at my own journey — and even other creators I’ve observed — I see a pattern: they started with LinkedIn, but they never stopped there. They built authority beyond it.

Here’s how I think about it 👇

But before that....

Please take a moment to fill out The Content Marketer’s Reality Check Survey. It aims to capture the real challenges and wins. Once the full report is ready, I’ll share it with you personally.

I’ll also be turning the insights into content for my LinkedIn, my upcoming Substack (more details soon), and a series of case studies and reports.

Thanks in advance for taking the time — your input really matters!

LinkedIn is a great place to start. It’s fast, it’s visible, and it exposes you to a huge group of B2B decision-makers.

But authority that only lives inside LinkedIn is fragile. When you stop posting, visibility stops too. And let's admit, not all of us are good with consistency. And that's fine!

That’s why you need owned assets that grow even when you’re not actively publishing.

#1 Substack: Newsletter + Podcast in One

One of the best advanced plays is starting a Substack.

• It gives you direct access to your audience, outside any algorithm
• It doubles as a podcast platform if you want to repurpose content
• Unlike a LinkedIn post, which has a short lifespan, this approach compounds — subscribers stick with you for years if you resonate with them

It’s less about “weekly publishing” and more about building an archive people can return to when they’re ready.

Take How Solos Scale by Nick Bennett and Erica Schneider.

It’s not “just a newsletter.” It’s a combination of weekly emails with frameworks, a podcast archive, and a library of mini-books, notes, and frameworks that compound as evergreen resources.

Why this works so well:

1. Multi-format authority — one platform houses writing, audio, and resources.
2. Compounding archive — new subscribers don’t just get fresh posts; they binge 25+ episodes and articles in the archive.
3. Direct ownership — unlike LinkedIn, the audience is owned. If the algorithm tanks tomorrow, Nick & Erica still have their list.
4. Positioning by ICP — every piece speaks to one type of reader (solopreneurs at a particular income level). This makes the content cut sharper than broad “freelancing tips.”

This is the kind of model that shows how Substack can become much more than a side project. It’s an authority engine.

#2 Toolkits, Templates, and Libraries

Another underrated form of authority: resources.

When you create templates, swipe files, or even calculators, you’re not just sharing opinions — you’re creating utility. These live longer than social posts, and they keep people coming back. Even if they don’t hire you immediately, you stay bookmarked in their mind.

A great example is Alexander Estner. Alongside his GTM advisory, he built:

• A Best SaaS Tools library: vetted, categorized tools (CRM, call recording, SEO, LinkedIn content, etc.) that SaaS leaders use.
• A Free GTM workbook + guides: not just lead magnets, but evergreen resources that position him as someone who knows the entire GTM landscape.
• A bi-weekly newsletter that ties tools and tactics together into actionable plays.

Why this works:

1. Utility = Stickiness → People bookmark his resource hub, revisit it, and share it. Authority compounds every time someone references his list.
2. Positioning = Advisor, not vendor → By curating tools across categories, he’s not “selling,” he’s advising. That earns trust.
3. Cross-channel funnel → Website → Tools → Workbook → Newsletter → Calls. The content doesn’t end at one touchpoint; it moves users deeper.

You don’t need a massive content machine. A well-curated toolkit or resource hub can do more for authority than 50 social posts.

#3 Websites + Self-SEO

And yes, your own website still matters.

But instead of chasing broad SEO, think niche: long-tail, specific keywords that attract your exact audience.
Example: “Content strategy for early-stage SaaS startups.”​
Maybe only 100 people search it each month — but those 10 are the right ones. This is slow-burning authority, but it compounds like nothing else.

Justin Welsh started as a LinkedIn creator, but his real authority doesn’t live only on LinkedIn.
He built justinwelsh.me, which now acts as:

• A hub for his products (courses, playbooks, community).
• A long-tail SEO machine, ranking for niche keywords like “solopreneur business playbook” and “LinkedIn ghostwriting tips.”
• A compounding archive of essays and guides that continue to attract traffic and sign-ups long after publication.

Why this works:

1. LinkedIn as a launchpad → He first built attention on LinkedIn.
2. Website as a funnel → That attention is funneled into evergreen pages that convert attention into subscribers and buyers.
3. SEO as the silent engine → While most creators rely on daily posts, his site quietly brings him thousands of inbound leads every month.

You need a website that captures the right kind of traffic and compounds over time — something LinkedIn alone will never do.

Check out my products purchased and loved by 200+ writers and marketers

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​Say Hi! On LinkedIn 👋

P.S. Do you have any questions about the newsletter? Want to share your feedback? Feel free to reply to this email.

Onwards and upwards,

Sreyashi

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