Content strategist Heike Young has become a standout B2B voice on LinkedIn by teaching herself video and consistently sharing practical content, growing her audience to over 45,000 followers.
After roles at Salesforce and Microsoft, she used her maternity leave to learn basic video editing in CapCut and slowly turned that skill into a strong personal brand and speaking platform.
Her story shows how marketers and professionals can use simple tools, clear messaging, and persistence to build real influence on LinkedIn.
LinkedIn Personal Branding: How She Built a Magnetic LinkedIn Brand
Heike’s approach to LinkedIn starts with a clear “why” behind her content, whether it’s creating new opportunities, growing her career, or learning a new storytelling style.
She stresses that a strong personal brand requires long-term commitment, even when life, kids, or work make it hard to show up consistently.
She also encourages beginners, including Gen Z and professionals at smaller companies, to share their voice because there’s always an audience that wants peer-level, real-world experiences—not just big-company stories.
A key shift in her growth came when she stopped chasing pure reach and started focusing on resonance.
Some of her posts with fewer likes and comments generated more DMs and deeper conversations, proving that quiet engagement can be more valuable than vanity metrics.
For content ideas, she keeps a running notes list based on what she sees on LinkedIn, YouTube, and TikTok, so she always has topics ready when she finds a few spare minutes to film.
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Her Practical Tips for Video and AI-Age Skills
Heike advises creators to get comfortable watching their own videos, learning from the “cringe” to improve delivery, and to record near a window with natural light instead of overthinking studio gear.
She suggests filming one line at a time and stitching clips together, matching the fast-cut style that already performs well on social media. Over time, practice has made her dramatically faster—she now often creates a video almost every day by refining her process and finding small efficiencies.
On AI, she warns against outsourcing all thinking to tools, arguing that human judgment and lived experience must still drive strategy.
At the same time, she sees AI as powerful for speeding up research and data parsing so marketers can spend more time on creative problem-solving.
She believes the critical skill for content marketers in this AI era is “editorial excellence”—the ability to judge whether content is actually good and then add the extra polish, perspective, and personality that makes it truly stand out.
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