Updated: Jan 2, 2021
If you’re new to posting on LinkedIn, it can seem like a daunting experience. Where do you start and what should you post about?
The good news is that LinkedIn is a lot more relaxed than it used to be. Yes, you’ll still see the odd grumble from self-appointed LinkedIn police, but the days of dry corporate content are evolving into a much friendlier and personable place.
If you want to start posting on LinkedIn but don’t know what to write, here are some types of content to consider.
1. The ‘accessible expert’ post
Whether you’re building your personal or business brand on LinkedIn, showcasing your expertise is a sure-fire way to gain credibility and start generating inbound leads.
People want to work with businesses and individuals they can trust. If you post helpful, well-informed information that helps your ideal client solve a problem, you’re going to get noticed.
Think about the challenges your customers face and post about ways to overcome them. Don’t make it just about your product. Share genuinely and generously to build the best reputation.
2. The ‘adding value’ post
Adding value sounds like one of those atrocious corporate clichés you’ll find on a ‘Bullshit Bingo’ board. But it just means giving your readers something useful.
People are more likely to click into a post that offers them a benefit. And by that I don’t mean a BOGOF voucher.
Value can be as simple as brightening someone’s day with humour or sharing a useful tip they can apply in their everyday life.
Think of ways your professional expertise can add value to your readers and you’ll see your engagement increase.
3. The ‘whaddya think’ post
Engagement is a key part of LinkedIn success. Some call it a ‘vanity metric’, meaning it makes you look and feel good but it doesn’t actually translate into anything real, like leads.
But when LinkedIn sees a post getting good engagement, it pushes it out to more people. Meaning increased visibility for you.
Asking questions is a great way to get engagement from your network.
You can ask about sensible things like the latest developments in your sector or how people feel about topical news. Or you can be sociable and silly, like asking to see people’s breakfast or hear their best joke.
4. The ‘this is me’ post
If you’re active on LinkedIn – requesting to connect with others, accepting connections that come to you – your network is constantly evolving.
That means not everyone you’re connected with actually knows what you do. So it is acceptable – sensible even – to provide an occasional introduction to yourself and your work.
Think about the best way to introduce who you are and what you do. Consider different formats to keep things fresh, like a video of yourself or a short slide deck about your services.
5. The ‘pitch perfect’ post
There’s nothing wrong with selling your services on LinkedIn. We’re all here to do business, after all. But an endless stream of posts pitching your products gets boring very quickly. Aim for a balance where pitching posts are just one of a variety of content you share.
When you do pitch your services, make sure you focus on what the buyer needs to know, not what you want to tell them.
Talk about the benefits they’ll get from your product or service, not the features they might not know that they need. Use the language they use, not industry jargon. Finish with a call-to-action to find out more or get in touch.
6. The ‘happy client’ post
In our increasingly sceptical world, word-of-mouth promotion is an effective way to promote your business.
Authentic advocacy from real customers shows the value that you offer in genuine and trustworthy way.
So if you get a great review, recommendation or feedback from a client, ask if you can share it.
Even better, ask if you can turn their project into a case study for your website, demonstrating - in depth - the benefits you've brought to their business.
7. The ‘lessons learnt’ post
It can be so easy, on social media, to assume everyone is doing better than you. So posts that show you’ve made mistakes can be really popular. And if they help others overcome a problem - and showcase your enhanced expertise - all the better.
If you’re learnt a lesson through failing and trying again, share it. If you’ve discovered the best way to achieve something after a difficult path, tell people.
Just don’t go too far and paint a picture of sheer incompetence. That’s a not a good look on anyone!
8. The ‘eagle eyed’ post
This one ticks a lot of boxes. One way to add value to your network is to provide busy connections with quick access to the latest news in your sector.
If you get a reputation for having your finger on the pulse, people will want to connect.
It doesn’t have to be time consuming either. Simply set up a Google alert for key terms in your industry and share interesting news and developments.
As well as boosting your rep as an accessible expert, if you invite people to share their views and you’ll tick the ‘whaddya you think’ box too.
9. The ‘special occasion’ post
Don’t miss any opportunity to post and get your brand out there in people’s feeds. Make a list of occasions where you can legitimately talk about your business, that are a good match to your brand values, and relevant to your market.
These might be internal events, like your business birthday, taking on new staff or participating in charity events. Or they could be external events like World Book Day, the London Marathon or an industry conference.
The important thing is that they’re relevant to your audience and position your business in a positive light.
10. The ‘getting personal’ post
Personal stories are legitimate content for LinkedIn and don’t let the Kevins tell you otherwise. People who complain about personal posts and say ‘This isn’t Facebook’ are missing a key element of human behaviour.
People buy from people.
We’re instinctively drawn to people we know and like. The majority of my inbound leads come from people who’ve felt a personal connection with my content. So don’t be scared to talk about relatable stories from your own life.
I hope you’ve found this list of content ideas helpful. Don’t forget – with whichever post type you choose – to always include a call to action. That means ending the post on a next step your reader can take, like: 'Send me a DM for more info’ or ‘Visit our website to find out more’.
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About the author
Libby is a freelance copywriter and content marketer from Newcastle-upon-Tyne. She worked in marketing and communications for 18 years before turning freelance in 2019. She's written for big brands and boutique businesses, crafting customer-friendly marketing content for print and online.