[FAQ]

Hi,

I’m looking for some strategic advice on our LinkedIn content. I manage both my personal profile as a founder and our official Company Page. Right now, I find myself often sharing the same updates on both, and it feels a bit redundant.

Should the content strategy be fundamentally different for each? I feel like the Company Page should be more formal and brand-focused, while my personal profile can be more about my individual insights, but I’m not sure where to draw the line.

How do you all handle this? Do you have separate content calendars? What kind of content is best suited for a Company Page versus a personal profile? Thanks!

[Jeff Bullas]

That’s a strategic question that most businesses get wrong.

Short Answer: Your personal profile is for building a personal brand through opinions and stories, while your Company Page is for building the company brand through official news, values, and case studies.

The simplest way to separate them is to remember that people connect with people, but they follow companies.

First, your personal profile thrives on authentic, personality-driven text posts and behind-the-scenes video content. This is where you should share your personal insights on industry trends, tell stories about challenges you’ve faced, and engage in genuine conversation as the human face of the company. Second, the Company Page is the official voice. This is the correct format for sharing official company news, product updates, polished case studies in a PDF or image format, and celebrating team-wide achievements. It should be the single source of truth for your brand’s story. Third, the two should work together without simply duplicating each other. You should use your personal profile to reshare the most important Company Page posts, but always add your own text commentary to provide a layer of authentic perspective and leverage your personal network.

[Author]

Posts