You’ve heard it before but let me remind you. LinkedIn is still to this day a user dominated and content starved social media platform. There are far more users on LinkedIn that do not post than those that do. And although this is the case now, it most definitely will not be the case forever. Eventually, people will catch on to the gold rush and we’ll begin to see the content generation frequency skyrocket. Eventually we’ll be battling for views and interactions on LinkedIn just as much as other popular platforms. For some, this future may sound bleak, especially for those of us who have already been taking advantage of the incredible organic reach opportunities. The good news, however, is that we aren’t there yet.
Fortunately, we still have the power of organic reach within grasp. That doesn’t mean that it’s at all easy to gain the following and interactive base that we want, but it certainly is possible with the right content.
Below, I’ve laid out my thoughts on four types of content you should be working with or working towards publishing on LinkedIn starting now.
Considering the premise that LinkedIn is the most content starved platform with the best organic reach, we have to consider that it provides a wonderful opportunity to establish one’s industry acumen and findings in business research and news.
If you haven’t done so already, it may be wise to build a foundation of connections in the field or industry that you are in. Connecting with common thinkers and thought leaders might be the best way for you to keep in touch with news surrounding your industry and especially to network with individuals who lead the industry.
Beyond making those connections and keeping with the times, you also have the opportunity to be the one to update others on the trends that you see happening. Before you question yourself, remember that human beings are unique in nature. Whatever position you may occupy, you should feel confident that you might be able to see things that maybe others can’t. Or even so, you might be able to at least be the conversation starter with your peers concerning your spotted trends. Don’t be afraid to share your thoughts or questions with your following.
If we’re being honest with ourselves, we all need advice sometimes. Many of us in our professions do not know the answer to every question posed and therefore each of us tend to seek advice from others who have already established their expertise. Whether you are getting into an industry following graduation, transitioning between industries, or even acting as a seasoned professional needing a change of course, tips and tricks might just be for you.
While you may be the one in need of tips and tricks for your own work, you might want to take a look around yourself and see what you could offer others. You might have come up with a really efficient way to organize your files or you might be able to give advice on how to interview people or how to negotiate deals, etc. Anything that you feel particularly good at may be something that others find valuable. Explore these skill sets and especially make an effort to seek opportunities to share with others your skills. More than you know, your acts of sharing might be something people really need help with.
In addition to tips and tricks, providing instructional content in the form of walkthroughs or how-to lists might be more your speed. This type of content can be merged with your tips and tricks, but might also be valuable as a separate offering.
As you write these instructional pieces of content, make sure that you are ever aware of your consumers time and attention. Some pitfalls that how-to writers may fall into is making their content entirely too long and drawn out. Be brief and clear to make sure people understand what you’re trying to get across in an efficient manner.
Blogging might just be the easiest type of content to generate. Although it might seem daunting at first, make sure you understand what blogging really is and can be. Just like your how-to lists, blogging can and should be short and sweet. The days of long and complex blog posts are running out as people are looking to get the same hits, faster. Your blog posts can be styled like journals or diaries, or even just notes to oneself. You should strive to make them more personal without sacrificing professionalism. *LinkedIn is all about professional content so make sure that what you are posting here is consistent with such. It’s all about striking a fine balance between opening up about yourself and your thoughts and being competent and experienced.
To post your blog content, you can consider posting directly to user feeds, or by publishing articles, or even linking a post to your own offsite blog or website. Whatever it is, don’t forget that your content should never be difficult for the consumer to take in and digest.
No matter what you decide to work with in terms of content, my last thoughts and encouragements are simply to jump all in. The best part about the levels of organic reach that LinkedIn offers is that you can afford to make a few mistakes along the way. You should feel confident and comfortable pushing out various types of content to really get a feel for what holds in your community. As you post, make sure you pay attention and note the differences in content so that you can make adjustments for the future to fully optimize your reach. The time to start is today. Best of luck.