Content Strategy
LinkedIn Thought Leadership
SC
Shaun Canavan
Strategic Business Manager, Microsoft · TechData · Sydney, Australia
6
Weeks
12
Posts
6
Territories
2×
Per week
01
The Concept
Where the Problem Gets Interesting
Built directly from Shaun's own words. When he has a complex problem to solve, he's "like a pig in mud." That genuine energy, the relish, the curiosity, the commitment to getting properly stuck in, is the foundation of everything that follows.
Many voices in the Microsoft channel talk about solutions. Shaun talks about problems, the messy, complicated kind that won't fit in a slide deck. This positions him as someone who will get in the weeds with you, sit with the complexity and come out the other side with something that works.
Content that grows from a genuine personality trait is more sustainable and more credible than a crafted persona.
Voice & Tone Guide
Shaun's content should feel like a conversation with a sharp, experienced colleague and not a presentation.
Direct
starts in the problem, not the preamble
Warm
cares about people as much as tech
Honest
comfortable saying "I don't know yet"
Conversational
Not every sentence needs polish. Never overtly salesy.
02
Strategy Overview
Campaign Objectives
1
Develop Shaun's presence as a credible, recognisable voice in the Australian Microsoft partner ecosystem.
2
Drive traffic to the landing page and Shaun's profile and content published on LinkedIn.
3
Grow Shaun's LinkedIn following and engagement rate
4
Position TechData's Microsoft practice as led by tangible, relatable human experts and not a faceless distributor
Target Audience
| Audience Segment | What They Need From Shaun's Content |
|---|---|
| Microsoft Partners in Australia ISVs, MSPs, VARs, resellers | Practical insight and peer-level honesty about what's actually working in the channel. Avoiding copy/paste vendor messaging dressed up as advice. |
| IT Channel Professionals partner development, alliances, distribution | A credible peer voice they can share with their own teams and reference in their own conversations. |
| Technology Business Leaders considering Modern Work or Security investment | Someone who translates Microsoft jargon into business outcomes and understands the human dimension of transformation. |
| Mental Health Advocates in Tech leaders, allies, community builders | Authenticity and genuine commitment. This audience can spot tokenism and rewards real advocacy with loyalty. |
Content Approach & Posting Rhythm
2 posts per week: (between 7:30–9:00am and 12:00–1:00pm AEST)
200–300 words per post: medium-length outperforms short and long on LinkedIn.
Native text posts only this phase: LinkedIn's algorithm prioritises these for organic reach
RAW manages drafting, approval workflow, scheduling and posting end-to-end if integration is possible.
20–30 minutes per week allocated for Shaun to comment on peers' posts to extend reach without new content.
Tag selectively: Over-tagging for reach can often be penalised by LinkedIn
The Problem-First Post Formula
Every post follows this internal logic, even when the structure varies. It's Shaun's natural storytelling instinct formalised into a repeatable approach.
1
Start with the problem
2
Share what Shaun learned solving it
3
Make it useful to the reader
4
Invite the conversation
03
Content Territories
Each post carries one primary territory and where relevant, one secondary. Territory codes are used throughout the 6-week calendar.
04
6-Week Content Calendar
12 posts across 6 weeks. Each post is briefed with topic, angle, primary and secondary territory, format and CTA. RAW develops full post copy from these briefs for Shaun's review and approval before publishing.
T1 Copilot & AI
T2 Channel Partner
T3 Human-Centred Tech
T4 Mental Health
T5 Modern Work & Security
T6 ANZ Channel Inside View
| # | Topic / Angle | Terr. | Format | CTA |
|---|---|---|---|---|
| Week 1 | ||||
| 1.1 | The 25-year shortcut Voice-setting. Journey from hospitality/aviation/media to Microsoft channel, why CX experience makes Shaun a different kind of channel professional. |
T6 T3 | Personal story ~300w | Follow for weekly channel insights |
| 1.2 | A partner walked in with a problem they'd been sitting on for X months First 'problem story' post. Anonymised case. Sets up recurring format: problem-solving storytelling that demonstrates Shaun's approach before promoting solutions. |
T2 | Narrative ~250w | Connect if facing something similar |
| Week 2 | ||||
| 2.1 | I've had the Copilot conversation with 40+ partners, here are the 3 questions they all ask Positions Shaun as Copilot adoption specialist with real field experience. Practical, not vendor-y. |
T1 T2 | Insight list ~280w | Link to TechData Microsoft webinar |
| 2.2 | Modern Work isn't a product. It's a change program and most businesses aren't buying the change program. Devil's advocate take on how partners and customers think about Modern Work. Sets up the business case conversation. |
T5 T3 | Opinion ~200w | Drop your take in the comments |
| Week 3 | ||||
| 3.1 | The Australian Microsoft channel has changed more in 18 months than in the five years before it Channel industry commentary. Positions Shaun as forward-looking voice on where ANZ channel is heading. |
T6 T1 | Trend / prediction ~280w | Connect with Shaun on LinkedIn |
| 3.2 | The conversation we don't have enough in the industry Opens the mental health territory with a channel-specific angle. Ties personal advocacy to professional context. Sets Shaun apart. |
T4 T6 | Personal reflection ~220w | Share your perspective in the comments |
| Week 4 | ||||
| 4.1 | Three places partners get stuck on their cloud journey and the fix for each one Practical, high-value post drawing from 8 years of partner enablement. Structured problem-solution format. High shareability. |
T2 T1 | Framework / list ~300w | Link to TechData partner resources |
| 4.2 | Security is not an IT decision. It's a business risk decision. Reframes the security conversation for non-technical stakeholders. Draws on P-Seller and Adoption Specialist credentials. |
T5 T2 | Insight ~260w | Link to Microsoft Security landing page |
| Week 5 | ||||
| 5.1 | The security conversation I had last week that completely shifted my thinking Final problem-solving post. Demonstrates Shaun's genuine curiosity and willingness to be changed by what he hears. |
T5 T4 | Story / reflection ~240w | Link to Microsoft Security resources |
| 5.2 | What the brochure says about Modern Work vs. what actually happens in the room Honest, experienced take on the gap between vendor messaging and on-the-ground reality. |
T5 T3 | Contrast / comparison ~240w | Comment with your own experience |
| Week 6 | ||||
| 6.1 | Is Copilot actually worth the investment? My honest, unfiltered take after 12 months in the field. The most common question Shaun gets. A direct, evidence-based answer, a professional assessment and not a sales pitch. |
T1 T5 | Direct opinion ~280w | Link to TechData Copilot resource |
| 6.2 | The human cost of skipping adoption Bridges Copilot/AI territory with human-centred lens. Speaks to IT leaders and HR stakeholders. CX background is the differentiating perspective. |
T3 T1 | Story-led insight ~250w | Follow for more on adoption strategy |
| Bonus | ||||
| ★ | Six weeks in, what I've learned from sharing more openly, and what's coming next Activity reflection and forward look. Builds the audience relationship. Sets expectation for continued presence. |
T6 T2 | Reflection / invitation ~200w | Follow + link to TechData Microsoft page |
LinkedIn Thought Leadership · Content Strategy
Shaun Canavan