When people talk about a social media platform essentially designed for business, they are likely to mention LinkedIn. Why? Writing content on Linkedin is a big deal if you’re a business owner or a content writer. This post will get you started if you want to build an audience on Linkedin.
How to Start on LinkedIn
You want to know where to start. We can group these into three:
- A good profile
- A great offer
- Quality or valuable content
This post is about writing content on LinkedIn. So let’s brush up on the other two areas and focus on why we are here.
Rule number one: people are biased. Let me explain that.
If I see a profile picture with “hiring” around it, I will look twice and check it out.
If I see a profile with “open for a job” around it, I am not interested right now. I am a blogger, ghostwriter, and content writer, and I’m not hiring.
I am trying to say that people will choose you to follow, engage or read your post based on the value you offer. Damn, if the tag under your profile says the COO of Upwork, I will follow you. I use Upwork, and I want to know what’s going on.
Keep things a lot more professional: pictures, bio, and content.
Now talking about content, let’s get to it.
How to Write an Effective LinkedIn Post
I am a content writer. I go to LinkedIn for a few reasons.
- To find job opportunities
- To build connections or network
- And to improve my career
So when I log in, I look for those things consciously and unconsciously. Sometimes, I won’t connect with people if I can see how they will improve my career or bring me opportunities.
This is the same with other people. They are likely asking questions as they scroll down the app.
What value will this give me?
Why should I care?
Why should I read this?
Should I give you five seconds of my time?
How to Create Content for Linkedin Post: To catch a fish, think like a fish
Hopefully, you won’t go out there and call your prospect “Fishes.” But, if you do, please, do not say I said so.
The point is to think like the audience on LinkedIn.
Think like the people you want to attract or do business with.
As a content writer, I write about technology, arts, or fiction for big brands and online magazines.
So what does an editor or recruiter in this organization think, worry, or stress about?
I can find out by asking them, following/stalking them, watching their interviews, or reading about them. I can pick books they like and study them.
Trying to Solve Your Prospects Problems
Sometimes, what they need is a good laugh, nothing big or dramatic. A simple hack. Something to feel better. You can write a quick tip they can apply right now.
Keep the lengthy and detailed product or valuable products somewhere else, like in your blog or LinkedIn article.
For post — most of it — keep things short and digestible.
The Kind of Post You Short Share
- Short posts. It’s social media. People don’t go there to study for a course or read long-form articles.
- Tips
- Short videos
- Interesting post that can start a conversation
Remember, they are there to feel better or get some value about things they care about.
Good.
What Should You Write About?
Everything.
Do you mean, like, everything?
Yes, I mean, like everything.
When I am busy, and people ask me what they should write about, I tell them, you will figure it out. Just start.
Which is pretty good advice.
Tips for writing content on LinkedIn
These are other things you should know before you start writing on Linkedin.
#1. Write about what you do, but in a way that helps your audience.
When I was a ghostwriter, I used to talk about writing a book. I will write about plotting, point of view, and character development in fiction or movies.
Is that what my LinkedIn prospect wants to read about? Character development?
Well, probably
#2. Know your audience
What is your prospect?
My prospects are business owners or other authors. (In content writing, my prospects are small business owners or founders). They are not consumers (or readers, if we are being specific).
Most importantly, they want to make money from their investment or by hiring me (or following me, as is the case on LinkedIn).
#3. Provide value/entertain them
So, I need to let them see the value as fast as possible.
For instance, when I talk about character development, I should ensure they care about that.
If you are talking to another business owner, the baseline of your discussion should be “money + whatever you’re talking about.”
It could be better if I changed the topic to “one insane tip to create a great character for your next novel.”
Or you can make it better. One thing you can steal from “a good movie that is trending right now.”
A movie that is trending is already making money. Bingo. We are working around our formula.
This is a different ball game if your prospects are consumers…. My audience is consumers if I write and publish a book about marriage. They are not trying to make money from reading that book. They want happy marriages. Work around that.
But some people write about their promotions, birthdays, or marriage.
Those are common themes of life, and courtesy demands that people compliment. Only a vile person will say bad things about promotions, marriages, or birthdays.
21 LinkedIn Posts Ideas
Writing content on Linkedin is not a magic wand. It takes time to get results. You can start with these ideas and then go over them and see the ones with the most engagements. Try new things and then experiment again. Do it every three months.
These are 20 ideas
- Something that inspires you
Example: When I was searching for new ideas for my book, I found this book about a suicidal girl. I didn’t know it would be the beginning of something great.
- Answer some questions people ask in your industry or field
You can check Quora or Reddit. Do keyword research.
Example: what you shouldn’t do at the beginning of your novel?
- Share a tip about something
Example: 10 questions you should ask before you write a blog post
Remember, do not go about writing a long guide. It’s social media. They are not there to read your guide for hours. Keep it short and easy to digest. You can write a guide and link people to it.
- Touch a sensitive topic — carefully
Content writing for LinkedIn is great for addressing some issues related to work. People there like to ‘keep things proffessional.’
Example: How to write about women as a male author without sounding like a sociopath
- Share the before and after of something
You can use images if you wish.
Example: Me as a beginner developer vs. me ten years later
- Talk about the future of your industry
Example: the future of content writing in 2023
Do not go into lengthy posts. Instead, pick an area and predict what it will look like.
- Your experience about something people do
Example: Once upon a time, I was in an interview for a job.
How I met my (business) partner
- Seen some interesting stats lately? Share it and give your opinion about it.
- Write a top 10 list about something.
Example: 10 Best Content Writing Tips to Make You a Top Writer
- Share a picture of yourself doing something interesting
Example: traveling, birthday, work office, morning walk. But remember to add something that either inspires or adds value to others.
- Seen something from a book or a lesson from someone you met recently or in the past? Talk about it.
- Try something/a challenge and write about it.
Example: I tried the 20 minutes rule, and this is what happened
- Write what you learn from another Linkedin creator
Example: One of the most inspiring people I follow closely is Misa s ABC. Thanks to her for teaching me about the importance of trust
- Do you have a team? Share a group picture and your team’s strength.
- List 10 problems your ideal customer has. Write an insightful or interesting post on each of them one at a time. You don’t have to write a big idea. For example, talk about how to make better coffee.
- React to a popular post on the app. Add something to the conversation
- Write your own version of someone else’s post. (Do not do this daily, as it gets boring pretty fast.)
- Do something work-related or non-work-related and share it. For example, draw, bake, or create a piece of art.
- Practice some copywriting tips
- Summarize a popular post or extract the key messages (after mentioning the original poster, of course)
- Talk about the tools you use
Example: My favorite tools for editing are Grammar and Screen Reader.
Other tools for writing content on LinkedIn
- Be sure you’re getting closer to your goals
You can start with the 21 ideas above and pick the ones that are likely to get you closer to your goals, generating leads or networking.
After sharing your post for a while, try a different approach.
- Learn copywriting
You can check my blog to see some helpful posts like this one.
Read copywriting books. You can start with Joe Sugarman’s book, Copywriting Adweek.
I sincerely recommend these content-writing tips. You will find them helpful, in content writing for Linkedin.
- Try using slides
They combine both visuals and written content. From my experience, they usually are engaging.
You can check the video below on how to create slides for LinkedIn posts using Canva.
You’ll figure it out
Finally, writing content for LinkedIn is a long-term game. I recommend studying your prospects by joining communities where they spend their time, posting at least 5 times a week, and actively adding new connections. Keep going. And you’ll figure it out.