The Most Important LinkedIn Content Strategy For Your Personal Brand

What is the most important content strategy on LinkedIn?

Many people already focus on content marketing on other social media platforms.

But on LinkedIn, there is also a lot of potential for content marketing. My team and I tried different approaches on LinkedIn and noticed something.

The difference between LinkedIn and other social media channels is this: The rate on which a post dies is a lot slower.

Let’s take Instagram as an example. When you post a piece of content it gets the most engagement within the first hour after being posted. If you don’t get many likes or comments fast, the post will die down. So, content on Instagram is relatively short-lived.

LinkedIn is currently very different. That’s why content marketing on LinkedIn is something you should absolutely consider. Especially if you want to build your personal brand in your niche.

So, what is the most important LinkedIn content strategy? How can you build your social brand?

Copywriting – The Key To The LinkedIn Content Strategy?

In my opinion, to know and utilize copywriting is the most important LinkedIn content strategy. What does that mean?

Copywriting is a skill that allows you to persuade others through your written words. If you know copywriting, you know to write in a way that gets others to act.

On LinkedIn, there are two potent chances to use copywriting: post and articles.

If you know some principles and rules of copywriting your written content will go up in engagement. You will know exactly how to position your personal brand too.

Articles on LinkedIn are a lot like blog posts. Profile posts, on the other hand, are more like traditional social media ads.

How To Write Engaging LinkedIn Posts

How do you write a good LinkedIn post? A great way to start is giving your posts these three parts: a hook, the main content and the call to action.

First of all, your post needs a hook. A hook is something that draws the reader in. It could be an interesting question or an unusual claim that you are making. Anything that stops them from scrolling and actually gets them to read your article.

Remember though, on LinkedIn most people aren’t looking for light entertainment. They are looking for content that makes their life easier or is helpful to them in any way. So really deliver value in your posts.

The way LinkedIn posts work is that you will only see the first three sentences on the feed. Then comes the “see more” button. You want to make sure your hook is right at the beginning, so the reader actually clicks on the “see more” button.

Good copy is crafted in a way that the reader is guided from one sentence to the next.

Before they noticed they read your whole post and want to engage with it.

After the hook, you could tell an interesting story or give valuable information to the reader. Something so that they actually want to read on.

You also always want to have a call to action at the end of your posts. The call to action tells the reader what they should do next. Is there a link they should click? Should they leave a comment? Share your post with a friend? Clearly tell the reader what you want them to do exactly.

So as you see, a LinkedIn post looks like a typical social media ad.

But as not many people are actually posting content on LinkedIn yet.

That’s why it’s a great chance to get a lot of engagement. It should definitely be part of your LinkedIn content strategy.

How To Write World-Class LinkedIn Articles

The second piece of written content in LinkedIn are articles. They are very similar to blog posts.

When you write an article on LinkedIn, it’s a great idea to keep sharing them in your posts too. This way your articles will get more attention.

In your articles, you want to give valuable advice to your readers. Keep in mind who your audience is. You will mostly communicate with other business owners or self-employed people. They are on LinkedIn to expand their network and possibly to find jobs.

It’s a very different audience than on most other social media channels. So don’t go ahead and copy your Facebook posts on LinkedIn. Instead, keep your audience in mind and write for them.

Focus on your niche to build up a strong personal brand. Really think about what you want to portrait. Position yourself as an expert through your content.

Articles are usually longer than posts. However, they shouldn’t be long-winded. In articles, you don’t want to do academic writing. Keep it conversational. It’s best to write in the language of the audience in your niche.

If you make it sound like a scientific paper, most readers will scroll past it or stop reading in-between. Why is that?

Because, on social media, people aren’t using their full attention. They scroll through their feed rather mindlessly. If your copy is too hard to read, they won’t bother...

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*** To learn more, connect with me here on LinkedIn.

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