Writing for LinkedIn

LinkedIn as a game-changer

How to make your business visible – and keep it that way

LinkedIn has long been more than just a digital network. Today, the platform is one of the most important channels for visibility, trust and business contacts in the B2B sector.

In this workshop, Katina Scholz will show participants how to use LinkedIn strategically to showcase their expertise and expand their reach in the long term. It’s not just about having a professional profile or writing successful posts, but also about how personal branding and corporate influencing have a lasting impact.

Many people ask themselves the same questions: What should I write about? How often should I post? And how can I create content efficiently? The workshop provides practical answers, demonstrates tried-and-tested routines and explains how AI makes it easier to get started and provides valuable support for content creation.

Agenda

• Why LinkedIn is more than just a ‘nice-to-have’ today
• Corporate Influencing: What sets successful profiles apart
• The LinkedIn profile as a digital calling card
• From a post to a feed-stopper: content that grabs attention
• Smart content with AI: developing ideas and implementing them efficiently
• Step by step towards your own LinkedIn routine

Brief CV

Katina Scholz has been part of the zebra group for 13 years and, as Head of Corporate Communications, is responsible for the strategic external image of the communications agency, which has offices in Chemnitz and Dresden. She develops corporate influencer programmes, advises executives and companies on LinkedIn strategies, and supports teams in building authentic personal brands. As a corporate influencer, copywriter and LinkedIn editor, she combines strategic expertise with many years of practical experience.

About the zebra group

The zebra group is an owner-managed agency group specialising in Creative Intelligence, with offices in Chemnitz and Dresden. Around 120 staff members combine strategy, creativity and technology to deliver integrated solutions for brand management, communication and digital platforms.

The service model is based on three areas of expertise: MIND (Strategy & Consultancy), IDEA (Creation, Campaigns & Content) and TECH (Data, Platforms, AI & Digital Systems). The aim is to make brands not only visible, but demonstrably more effective.

Clients include, amongst others, EDEKA Nordbayern-Sachsen-Thüringen, several AOK associations, the enviaM Group, the Free State of Saxony with its location campaign ‘So geht sächsisch.’, the Mecklenburg-Western Pomerania Economic Development Agency, as well as numerous companies and institutions across the German-speaking world.

Target audience:

The workshop is aimed at start-up founders, the self-employed, entrepreneurs and employees who wish to use LinkedIn specifically for their professional communication and personal visibility. It is suitable both for those who already have some experience with LinkedIn and for anyone who wishes to make their posts more professional, authentic and impactful.