Création de votre premier thème de contenu
Your content theme is the strategic backbone of your LinkedIn presence.
It defines:
- What you talk about
- Who you're speaking to, and
- Why your audience should care.
This guide will walk you through creating a powerful content theme that resonates with your target audience and establishes you as an authority in your space.
By the way, the "content themes" or "content pillars" are inspired by Justin Welsh's strategy (the biggest LinkedIn coach). You can find more about that later, over here:
Ce que vous apprendrez
- What makes a strong content theme
- Comment remplir chaque section de votre profil thématique
- Exemples de thèmes à haute performance
- How to select example posts that strengthen your theme
What Is a Content Theme?
Un thème de contenu dans LiGo est bien plus qu’une simple catégorie de sujet. C’est un profil complet de votre voix professionnelle, de votre public, Informations de contexte (Par exemple, si vous êtes fondateur SaaS, cela contiendrait des informations sur votre produit, votre USP, votre ICP, vos concurrents, etc.) et une stratégie de contenu qui guide l’IA de LiGo dans la génération d’idées et de publications pertinentes sur le contenu.
Considérez votre thème de contenu comme un brief stratégique qui répond à ces questions :
- Who are you and what do you offer?
- Who are you trying to reach?
- What unique value do your insights provide?
- Quels sujets spécifiques allez-vous aborder ?
Creating Your Theme Step by Step
Before you start, there's two ways to create a theme - and which one you choose depends on what stage of your LinkedIn journey you're on:
- Automated/Guided theme creation; this is suitable for those that do not have a LinkedIn strategy already locked in. So, LiGo will ask you questions and then recommend 6 themes/content pillars to you - you can choose one or all of them.
- Manual theme creation; this is suitable for ghostwriters, linkedin strategists, etc. that have been posting for years and already have a LinkedIn strategy. They don't want LiGo to tell them what to do, they want to tell LiGo what to do.
Both of these options are on the Themes Library Page in LiGo
If you want the Automated/Guided creation, just select that, and the rest of the process in there is self-explanatory. We won't be covering that in this article.
However, if you are in the Manual Creation category, please continue to read this article.
Comme nous faisons toujours des mises à jour de l’interface utilisateur/utilisateur et de rendre nos modules plus avancés, cette image Peut-être be a tad outdated when you see it, but the core would stay the same - see the image below, and then we'll cover what you should add in each field:
Étape 1 : Nom du thème
Choisissez un nom clair et précis qui capture l’essence de votre objectif de contenu.
Exemple: "From Agency Trenches to Growth Machine"
Pro Tip: Your theme name doesn't appear in your posts-it's for your reference. Make it specific enough to distinguish between multiple themes if you create them.
Étape 2 : Contexte et offre
This section establishes your credibility and explains your product or service. Be comprehensive about:
- Votre parcours professionnel
- Les problèmes que tu as résolus
- Your product/service offering
- Pourquoi vous êtes qualifié pour parler de ce sujet
How to complete this section:
- Copiez votre bio LinkedIn comme point de départ (si elle est à jour et strategically written)
- Ajoutez des détails sur votre expertise et expérience spécifiques
- Explain the problem your service/product solves
- Incluez votre parcours et les enseignements que vous avez acquis (des avis uniques ?)
- Competitive information i.e. what makes you unique ? (Si vous êtes fondateur de produit, ajoutez des produits unique selling points, differentiator, key features, etc.)
Exemple d’extrait :
I built LiGo, a unified tool that helps generate authentic linkedin posts and comments, track what's working via advanced analytics, and uses a sophisticated AI engine behind the scenes to understand the users' past experiences, opinions, certifications, target audience, etc. to provide content that feels like the user themselves wrote it. Our Unique Selling Point and differentiator is that it combines all the features that users would otherwise find across 5 different tools like Shield for Analytics, CRM for tracking leads, Chrome extension for writing comments, Taplio for post generation, and AuthoredUp for post formatting/analytics, etc. LiGo combines all of that in a single place while being the only tool in the space that actually extremely closely mimics the users' style and reflects their actual opinions and experiences in the content it generates.
Note: This is a "bad example" in terms of detail, but a good example in terms of the "type of information" that you should add here.
Step 3: Purpose
Cette section critique définit le problème que vous contenu solves, which may differ from the problem your business solves.
Key questions to answer:
- Quelle valeur votre audience tira-t-elle de votre contenu ?
- What insights or perspective do you uniquely offer?
- How will your content help your audience succeed?
Conseil de pro : Your purpose should be broader than just promoting your service. For example, if your service helps agencies create content, your content purpose might be helping them build sustainable growth systems.
Exemple d’extrait :
I share the raw, unfiltered psychological and tactical truths about running and growing a product-based company that no one talks about at networking events or on glossy podcast interviews. My purpose is to cut through the noise and highlight the real challenges and solutions I've discovered both from running my own company (Ertiqah) and from consulting thousands of SMBs and founders.
Step 4: What I Write About
List specific topics you'll cover in your content. It doesn't need to be "long and descriptive", but it needs to be specific!
The more specific you are, the better your content ideas and posts will be. If it's generic stuff like "AI, Founder branding, LinkedIn marketing" - your content is going to be ... generic too.
Best practices:
- Use bullet points or short paragraphs for each topic area
- Include both tactical and strategic topics
- Be specific about problems and solutions you'll address
- Include psychological, strategic, and tactical dimensions when relevant
Exemple d’extrait :
The psychological battles agency founders fight daily but rarely discuss openly, imposter syndrome that persists even when successful, decision paralysis when facing too many possible directions, comfort with mediocrity disguised as "stability", the loneliness of leadership and how it affects decision-making...
Step 5: Who I Write For
Define your target audience in detail. The more specific you are about their challenges, aspirations, and situation, the more resonant your content will be.
Conseils pour définir votre audience :
- Include their role/position
- Describe their specific challenges
- Note where they are in their journey
- Mention their goals and aspirations
Exemple d’extrait :
Agency founders struggling to break out of survival mode into true growth mode, service-based business owners who recognize the value of content but can't find the time or system to execute consistently, technical founders who excel at delivery but struggle with systematic client acquisition...
Étape 6 : Niveau de complexité
Sélectionnez le niveau de complexité approprié pour votre contenu :-
Débutant : Concepts d’introduction, accessibles aux nouveaux venus
Douleur moyenne: Assumes basic knowledge of the field
Hard: In-depth, technical, or sophisticated content for experts (aimed at building trust)
Choisissez le niveau qui correspond le mieux à l’expertise de votre audience et à la profondeur de
insights you want to share.
Step 7: Example Posts
Select 1-3 example posts that represent your ideal content style, tone, and structure. LiGo will use these to understand your writing preferences.
Note: LiGo by default knows your writing style but ... do you really want to write "thought leadership" posts in the same way as you write your "announcement" posts, or 'story telling' posts?
No. The writing style is inherently different for different post types. So, this section is the perfect place for you to fine-tune the writing style for the specific theme that you are creating.
How to choose effective examples:
- Sélectionnez des publications qui correspondent au thème défini
- Choose examples with good engagement (your own posts, or that of someone else - doesn't matter; we're taking writing style inspiration here only)
- Incluez des articles qui démontrent votre voix authentique
- Cherchez de la variété dans la structure (histoires, listes, tutoriels)
Conseil de pro : Plus vos exemples de publications correspondent à votre thème de contenu, mieux LiGo comprendra votre voix et générera du contenu aligné. S’il y a un décalage entre votre thème et les exemples, vous pouvez constater des incohérences dans votre contenu généré.
Examples of Strong Content Themes
Pour une agence de développement logiciel
Nom du thème : "Engineering Leadership: Building Teams That Ship"
Public cible : Engineering managers and CTOs at growing, early-stage startups
But: Aider les responsables techniques à construire des processus qui équilibrent innovation et fiabilité
For a Marketing Consultant
Nom du thème : "Data-Driven Marketing for Service Businesses"
Public cible : Les propriétaires d’entreprises de services frustrés par des résultats marketing incohérents
But: Passer à travers le battage marketing pour se concentrer sur des stratégies de croissance mesurables
Questions fréquentes
Q: What if I want to create multiple themes?
After completing onboarding, you can create additional themes from the Themes Library section. Free trial users can create up to 2 themes, while Premium can create up to 5-10 themes.
Q: How often should I update my content theme?
Révisez votre thème chaque trimestre, ou chaque fois que vous apportez des changements significatifs à votre orientation ou à votre public cible. Votre thème de contenu doit évoluer à mesure que votre entreprise grandit.
Q: What if I'm not sure about my purpose or audience?
Commencez par ce que vous connaissez, et affinez au fur et à mesure. Regardez vos publications LinkedIn les plus performantes ou vos conversations clients pour trouver des indices sur ce qui résonne auprès de votre audience.
Note: You can always delete themes that are no longer needed.
Ressources connexes
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