How To: Create LinkedIn Content with One Simple Formula

What the actual heck should you be posting on LinkedIn?

I used to get stuck and overwhelmed too, and now? OMG, there are like a gazillion options of content types! 😳

Soooooo...I’ve broken it down in a simple formula for myself to AVOID the overwhelm called…

The 3 Ss.

There are basically three things people need to feel in order to make the decision to connect with you and/or buy from you:

☕️ People need to feel SAFE

☕️ People need to feel SEEN

☕️ People need to feel SUPPORTED

Let's break down each of these so it feels more actionable.

The first S: SAFE

People need to know that your values align with theirs. This can be something as small as coffee preferences, or as big as human rights. When we participate in small talk with new people, we are actually serving an evolutionary need to bond with others.

Here's an article on some of the research behind this: https://www.princeton.edu/news/2015/12/14/chitchat-and-small-talk-could-serve-evolutionary-need-bond-others.

What does that mean for your content? It should focus on one or some of the core values of your ideal audience. For example:

A salesperson trying to speak to CEOs might want to share a post on loyalty.

An aspiring author trying to speak to publishers could share a post about the importance of personal branding.

Or to use myself as an example, my ideal audience is a mix of people going through a career transformation and business owners and entrepreneurs trying to level up in their careers. I might share a post about courage and personal growth through change.

The Second S: Seen

People need to know that you understand them and challenges they are going through. Your content should reassure your ideal audience member that you get them.

In your content, this might look like sharing a challenge that you or a client of yours has overcome that your ideal audience may be experiencing.

The Third S: Supported

People want to feel supported, and not in a transactional way. They want to know that you have their back.

In your content, this might look like answering a common question or concern that your ideal audience might have, especially one that’s preventing them from taking action, for example:

If you are a dentist, you would share some tips for overcoming a fear of going to the dentist or doctor.

Or again, using my own business as an example, if I'm trying to speak to LinkedIn newcomers, I would share some easy tips for building your profile and getting started.

So there you have it, the 3 Ss. So before you press publish on that next post, ask yourself:

Is this post helping my audience members feel safe, seen, or supported?

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See ya next time...

Love and coffee,

Mick