Content creation and LinkedIn strategy for executives and companies
Executives, companies and institutions are now judged largely on what they publish. Cabinet 86 designs and produces content built to last: executive LinkedIn posts, company pages, ambassador programmes, videos, articles and web pages. Every piece serves a clear objective, fits into a consistent narrative and becomes a source that search engines, AI engines and journalists can cite.
Why content has become a strategic asset
Before meeting you, an investor, a journalist, a candidate or a partner has already read you. They have looked through your LinkedIn profile, your latest posts and your website, and they may have asked ChatGPT or Google who you are. What they find shapes their first opinion. Regular, precise, signed content builds that opinion in your favour; without content, you leave it to others.
Content is also the raw material of monitoring, online reputation and influence: it is what occupies search results, feeds AI engine answers and gets picked up by opinion leaders. That is why we treat it as a discipline in its own right. It therefore works hand in hand with our online reputation and strategic monitoring assignments.
What we produce
Six formats, from LinkedIn ghostwriting to photo and video production, for executives, companies and institutions.
LinkedIn ghostwriting and strategy for executives
Together with the executive, we define their topics, tone and rhythm, then we write from their ideas, gathered in interviews. Posts, long-form articles, comments, reactions to the news: everything is approved by them before it goes out. We also optimise the profile (headline, summary, experience, visuals) so that it answers searches for their name and their subjects.
Company pages and editorial lines
For company and institutional LinkedIn pages, we build an editorial line (pillars, formats, frequency, visual guidelines) and we handle content production and scheduling, with monthly reviews of reach, engagement and community growth.
Ambassador programmes and employee advocacy
Staff and members of the executive committee are an organisation’s first ambassadors. We design ambassador programmes: selecting participants, training, content kits, a shared calendar, coordination and measurement. The aim is a consistent collective voice in which everyone keeps their own.
Carousels, infographics and short videos
Visual formats carry complex messages: key figures, explaining a project, lessons learned. We write the scripts and design the mock-ups, we produce or oversee production, and we adapt each piece for LinkedIn, the website and internal media.
Web copywriting and reference content
Website pages, in-depth articles, studies, white papers, official biographies, press releases: we write the content that search engines and AI engines use as a source, with careful attention to structure, verifiable facts and the words your audiences actually use.
Photo and video production
Executive portraits, on-site reports, corporate films, event coverage, in France as in Africa: we write the creative briefs, select the production partners and provide editorial direction through to delivery.
Our method: start from your ideas and hold an editorial line
We start with a scoping phase: objectives, audiences, topics, tone, approval constraints. From this we draw up short editorial guidelines and a calendar. Content is then produced in cycles (usually monthly), fed by regular interviews with the spokespeople and by our monitoring of sector topics. Each cycle ends with a review: what worked, what others picked up, what needs adjusting.
We work in French and in English, and we adapt content to French, European and African audiences, who do not read the same media or respond to the same codes. Our Paris and Abidjan teams work together on every assignment.
This content is part of a wider strategy: executive reputation, communication and influence between Africa and France, and preparing spokespeople through training and media training.
- Interview
- Post
- Long-form article
- Reaction
- Review
Examples of assignments
For the head of an industrial group active in Africa: LinkedIn ghostwriting over twelve months, two posts a week, quarterly long-form articles and preparation of op-eds in the business press.
For a financial institution: creation and management of the company page, an ambassador programme for the executive committee, production of explanatory carousels on its financing schemes.
For a consultancy: overhaul of the website content, a series of case studies, partner biographies and photo portraits, so that searches for their names and areas of expertise lead to sources they control.
For a major programme in West Africa: on-site video production, photo reports, explanatory content adapted for social media, the press and local stakeholders.
Frequently asked questions
Is ghostwriting legitimate?
Yes, as long as the ideas, positions and facts are those of the person signing. Executives have always had help with their speeches and op-eds; LinkedIn does not change that rule. We capture your thinking, we shape it, and you approve every post.
How often should you post?
Regularity matters more than volume. For an executive, one or two posts a week are enough to establish a presence; for a company page, two or three. We prefer a pace that can be sustained for twelve months to a burst followed by silence.
Do you use artificial intelligence to write?
As a tool for research, monitoring and structuring, yes. Not to produce generic text in your place: executive content is valuable for what it contains that is distinctive, lived and engaging, and that is what we look for in interviews. Every text is written and proofread by a consultant.
How do you measure results?
Through monthly reviews: reach and engagement of posts, audience growth and quality, requests received (media, partners, candidates), changes in search results for your name and pick-up of your content by AI engines.