Having a LinkedIn content strategy is necessary if your goal is growth. And if that is your goal, and you’re of the business-minded professional type, there is no better place than LinkedIn to place your time.
In the ever-evolving landscape of social media platforms, LinkedIn stands out as a powerful tool for professionals looking to expand their networks, showcase their expertise, and grow their businesses. With over 700 million users worldwide, LinkedIn offers a unique opportunity to connect with like-minded professionals, potential clients, and industry influencers.
However, to truly harness the potential of LinkedIn, it’s essential to have a well-thought-out content strategy. This isn’t a platform like Instagram or TikTok, where catchy videos can boost your following overnight.
We’ll cover a few primary tactics for your LinkedIn content strategy:
How to Grow on LinkedIn Without the Spam
Autoresponders and direct messaging hundreds of people a day isn’t going to get you where you want to go. There’s a different strategy that works to grow on LinkedIn, so let’s take a look at how.
1. Optimize Your Profile
Your LinkedIn profile is your digital business card, and it’s crucial to make a strong first impression. Ensure that your profile is complete, including a professional photo, a compelling headline, and a detailed summary of your experience and skills. Use relevant keywords to increase your visibility in searches.
But also give your profile a personality. Growing on LinkedIn has to go with gaining an audience. That audience doesn’t want a carbon cut-out of every other professional.
Your profile will consist of these main areas to pay attention to:
- Your Name
- Your “Title”
- Profile Image
- Cover Image
- About Section
Through these spaces, you should be able to clearly communicate who you are, what you do, and why you do it in a way that’s unique to you as a person.
Here are some great examples of strong LinkedIn profiles.
As you can see, each of these profiles on LinkedIn has a unique cover image that further displays what they do, a professional and personality-driven photo, and an about section that speaks to their unique experience, journey, and expertise.
2. Build Your Network
LinkedIn is all about networking, so start by connecting with colleagues, peers, and industry leaders. Personalize your connection requests to make them more meaningful, and engage with your connections’ content to stay top-of-mind.
This is not a time to be selling yourself in people’s DMs.
Comment on their posts, start having conversations in the comments of other posts, and message people you think you can genuinely connect with. The more you build your network of like-minded people, the more your LinkedIn content strategy will work in your favor.
These people are likely to have audiences similar to what you’re looking for.
It’s worth saying again: networking is not selling. Keep it light. Keep it engaging and personable.
3. Share Valuable Content
Content is king on LinkedIn, so focus on creating and sharing content that is relevant, informative, and engaging. This could include industry insights, how-to guides, or thought leadership articles. Use a mix of text, images, and videos to keep your audience engaged.
The content that performs well on LinkedIn is written, medium-form takes. Bring your expertise to your posts, share something insightful. Then, ask questions to create a discussion in the comments.
Not only will your post grow with more comments, but this will also inform content you post in the future. When there are more questions in one area, take note and drop them in a content ideas doc or spreadsheet.
Here’s an example of a value-add content:
Here’s an example of content geared toward discussion:
As you can see in the latter example, the idea of taking a stance can spark discussion. Sometimes it’s less about a question being asked, and more about an answer being given—one that goes against the grain because it gets people talking.
4. Engage with Your Audience
Don’t just post and forget. Engage with your audience by responding to comments, thanking people for sharing your content, and participating in relevant discussions. This will help you build relationships and establish yourself as a valuable member of the LinkedIn community.
Plus, more comments listed on a post can spark intrigue by those passing it by. Comments are one of those metrics that both the algorithm and the individual pay attention to. Humans don’t like to feel FOMO (fear of missing out), and there are many comments on one post, they’ll want to know what type of discussion is happening, and be a part of it.
When you reply to comments on your posts, this counts as an additional comment to the total listed in previewing a post.
But in general, reply to comments, like other posts in your network, and even send a few DMs (non salesy) in reply to folks—even if they are being salesy themselves.
5. Analyze and Adapt
Keep an eye on your LinkedIn analytics to see what content is resonating with your audience and what isn’t. Use this data to refine your thought-leader content strategy and ensure that you’re always delivering value to your followers.
You can tell fairly quickly what’s resonating and what’s not.
Work on posting more of what works, and throw out a test every now and then just to keep things interesting. You never know what might get a random hit of interest, even if it doesn’t seem to follow what works well for you.
LinkedIn Content Creation
The creation process of your LinkedIn content strategy is an important one. You’ll likely discover some of these over time, along with analyzing the analytics, but it’s important to know a few things about making content upfront.
1. Establish Your Voice
Your LinkedIn content should reflect your unique perspective and expertise. Whether you’re sharing industry news, offering career advice, or showcasing your latest project, make sure your voice shines through.
This will naturally develop over time. However, if you want to get a kickstart on what your voice could be, think about ways in which you may think differently from others in your niche. Do you have a different perspective? Do you have “hot takes” you think most in your field would disagree with?
It’s wise to be contrarian. It’s not wise to be confrontational…unless that is the identity you want to have, but a fair warning, it’s harder to be respected when people dislike the way you handle your contrarian thoughts.
That said, see what feels authentic to you. Some people are naturally a bit sassy in their takes. Others tend to be uplifting and encouraging. Others are deep and emotional. Go with what’s right for you, and lean into it when you make new posts.
2. Use Visuals Wisely
Visual content tends to perform well on LinkedIn, so don’t be afraid to use images, videos, and infographics to enhance your posts. Make sure your visuals are high-quality and relevant to your content. But be strategic about it!
You want your visuals to work for you, to get more interest in your post, and to even make people click to read more.
For example, here’s a great use of an image that at first, doesn’t seem to fit the content’s hook:
Clearly, this image of a man holding himself, giving the impression that he has to use the restroom, doesn’t seem to immediately go with the content of hooks. Which is precisely the point.
Not only is it an interesting image to use because it’s odd to share a picture, even illustrated, of a man holding his wee over his pants, but this photo is also striking in the color. It’s attention-grabbing.
Focus on utilizing visuals to further the interest, and not necessarily only further an explanation. And worst, don’t waste an image just because you think an image will help the post. Make it intentional.
3. Provide Value
Your content should always provide value to your audience, which we’ve already covered but it’s worth noting again. Whether it’s actionable tips, insightful analysis, or inspiring stories, make sure your audience comes away from your posts feeling like they’ve learned something new or gained a new perspective.
One of the best things you can do to figure out what questions your audience is asking, is to go to Reddit thread or Facebook groups where they’re hanging out. Just a quick perusal will show you the types of questions they’re asking and how often they’re asking them.
Answering questions you see online always valuable. You can also directly ask your audience what they’re curious about and take the comments you receive and make a list of content ideas.
Another tactic is to think like a beginner in your field, but also as someone with experience, and someone who is an expert. Think about what they’ll find valuable at each stage and do a little bit of all of it.
4. Stay Consistent
Consistency is key on LinkedIn. Aim to post regularly, whether it’s once a day, once a week, or somewhere in between. This will help keep you top-of-mind with your audience and show that you’re actively engaged on the platform. The algorithm likes frequency.
That’s why bulk creating and scheduling your content is a great way to maintain it.
But don’t think you can’t just hop on and make a post when you’re inspired. On any given day, you may see something that sparks an idea. Go ahead and post about it while your interest and attention is focused.
LinkedIn Creator Mode
LinkedIn Creator Mode is a feature designed to help you build a following and engage with your audience more effectively. If your profile is in creator mode, you have more features and access to new areas to help grow your platform.
It’s a must for any good LinkedIn content strategy.
Here’s how to make the most of it:
- Enable Creator Mode: To enable Creator Mode, simply go to your profile settings, select “Creator Mode,” and toggle it on. This will optimize your profile for content creation and help you reach a wider audience.
- Access Exclusive Features: With Creator Mode enabled, you’ll have access to exclusive features, such as the ability to display a “Follow” button on your profile and highlight your posts at the top of your profile.
- Use Analytics to Inform Your Strategy: Creator Mode provides access to detailed analytics, allowing you to see how your content is performing and who is engaging with it. Use this data to refine your content strategy and create more targeted content.
- Engage with Your Audience: Creator Mode makes it easier to engage with your audience, thanks to features like the ability to respond to comments with video and access to a dedicated Creator Mode inbox for messages from your followers.
- Collaborate with Other Creators: Creator Mode also allows you to connect with other creators on LinkedIn, opening up opportunities for collaboration and cross-promotion. This can help you reach new audiences and expand your reach on the platform.
LinkedIn offers a wealth of opportunities for professionals looking to expand their networks, showcase their expertise, and grow their businesses. By following the tips outlined in this guide and leveraging the power of LinkedIn Creator Mode, you can take your LinkedIn content strategy to the next level and unlock new opportunities for growth and success.
