Skip to content

example-strategy-profile.md

Latest commit

 

History

History
154 lines (105 loc) · 4.82 KB

example-strategy-profile.md

File metadata and controls

154 lines (105 loc) · 4.82 KB

LinkedIn Strategy Profile - Example

This is a worked example showing how a B2B cybersecurity consultancy might complete their strategy profile. Replace the content with your own details.

Company / Personal Brand

Brand name: SecureForward Consulting

What you do (one sentence): We help mid-market organisations build practical cybersecurity programmes that balance protection with business agility.

Your positioning in the market: Unlike the big consultancies that deliver 200-page reports and disappear, we stay embedded with clients through implementation. Our differentiator is translating complex security requirements into language that boards and business leaders actually act on.

Target Audience

Primary personas (list 2-4):

  • CISOs in financial services and healthcare - concerned about regulatory compliance and board reporting
  • IT Directors in organisations with 200-2,000 employees - stretched thin, wearing multiple hats, need practical not theoretical
  • CFOs and COOs - increasingly responsible for cyber risk but lack technical background

Organisation size: 200-5,000 employees

Geography: UK and Ireland

What keeps them up at night: Regulatory pressure increasing faster than budgets. Shadow IT proliferating. Board asking questions they can't answer confidently. Vendor fatigue from being sold tools they don't need.

What they're sceptical of: Fear-based selling ("you WILL be breached"), generic maturity assessments, consultants who diagnose but don't implement, AI hype without substance.

Tone and Voice

Overall tone: Measured, authoritative and understated. British business culture - show expertise through specificity rather than claims.

Cultural context: UK B2B - understated authority preferred. Avoid American-style hype, superlatives and exclamation marks. Directness is valued but aggression is not.

Words and phrases to avoid: cutting-edge, world-class, best-in-class, revolutionary, game-changing, leverage (as a verb), synergy, holistic, robust (overused), "in today's landscape"

Words and phrases that resonate: practical, proportionate, evidence-based, board-ready, risk-informed, pragmatic, measurable, defensible

Content Themes

Core expertise areas:

  • Cybersecurity programme design for mid-market organisations
  • Board-level cyber risk communication
  • Regulatory compliance (NIS2, DORA, UK Cyber Governance Code)
  • Third-party risk management
  • Security culture and awareness

Content pillars:

  • Regulatory commentary - what's changing and what it means practically
  • "From the trenches" - anonymised lessons from real client engagements
  • Contrarian takes - challenging accepted wisdom in the security industry
  • Practical frameworks - tools and templates people can use immediately

Topics to avoid: Product reviews, vendor comparisons, anything that could identify specific clients, party political commentary.

Engagement Strategy

Who are your ideal commenters? CISOs, IT Directors, governance professionals and other consultants in the security space. One comment from a CISO is worth six from random connections.

Why their comments matter: Expert comments carry 5-7x algorithmic weight and signal credibility to prospects who are researching us.

Cross-engagement partners: Two co-founders who comment on each other's posts within the first 15 minutes. Three allied consultants (legal, compliance, HR) who engage regularly.

AI Tells and Style Rules

Additional AI-generated content markers to flag:

  • "navigate the complex landscape of..." (double AI tell)
  • "It's important to note that..." (throat-clearing)
  • Any sentence starting with "Furthermore" or "Moreover"
  • The word "delve"

Formatting preferences:

  • Use plain hyphens (or en-dashes) with spaces, not em-dashes
  • Avoid Oxford commas unless needed for clarity (e.g. "retention, compliance, and health and safety")
  • No bold text scattered throughout - use it sparingly for emphasis

Style guide reference: Internal writing style guide (see company knowledge base)

Competitive Landscape

Key competitors on LinkedIn: Big Four cyber practices (polished but generic), boutique pen-testing firms (too technical), managed security providers (product-focused not advisory).

How to differentiate in content: We publish from a practitioner perspective with specific, anonymised examples. Competitors tend to publish thought leadership that sounds like marketing. Our edge is specificity and candour.

Success Metrics

What does a successful post look like for you?

  • 30+ comments from people in our target personas
  • 5+ DMs or connection requests from decision-makers
  • Content referenced in subsequent sales conversations ("I saw your post about...")
  • Post shared by someone we respect in the industry

Last updated: 2026-02-15