Contrary to the belief that LinkedIn is strictly for professional topics, sharing personal experiences can be highly effective. A post about a personal goal or hobby makes you more human and relatable. This often generates more engagement than purely educational content, sparking conversations with prospects who might otherwise be silent observers.
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The primary reason new LinkedIn content gets no traction isn't poor quality, but a lack of an initial audience. Before focusing on content creation, prioritize building a relevant network through connection requests and engagement to ensure people actually see your posts.
Many professionals avoid posting on LinkedIn for fear of looking incompetent. However, sharing lessons learned from mistakes is a powerful way to connect with an audience. It shows vulnerability and expertise, making you more relatable and encouraging prospects to engage with your content and initiate conversations in a low-pressure way.
Don't dismiss LinkedIn as just for B2B. Its organic reach is powerful and underleveraged. Users are in a business-focused mindset, making them receptive to a different style of content than on entertainment-driven platforms, creating a unique opportunity for brand distribution.
To stand out in a crowded feed like LinkedIn, frame business insights through a personal hobby. A post about 'What Fly Fishing Taught Me About Business' acts as a pattern interrupt, creating a human connection that is more likely to be read than another generic business article.
According to LinkedIn, personal profiles get significantly more reach than company pages. Businesses should shift focus from solely posting on their brand page to empowering and encouraging employees to build their personal brands and share content, amplifying overall visibility.
You don't need to be the world's foremost expert to succeed on LinkedIn. Since only 2% of users post regularly, simply showing up consistently with valuable content and a unique voice allows you to stand out and win business over more knowledgeable but less visible competitors.
You don't have to only post about your business. Create content about your personal interests (e.g., golf, TV shows). The algorithm will show it to people with similar hobbies, who then discover your business through your bio or a soft call-to-action.
Simply posting content and leaving—or 'posting and ghosting'—is ineffective. LinkedIn's algorithm prioritizes posts that generate conversation. Engaging with comments, especially within the first couple of hours, is critical for signaling value and maximizing your content's reach.
To convert followers, LinkedIn posts must provide a self-contained, valuable thought rather than just teasing content. By giving away the core insight (e.g., "the 3 most important things"), you build authority and earn shares. The call-to-action can then offer deeper context and personal stories from the main article.
When you run out of industry-specific ideas, post about personal interests. A video about bowling might go viral, attracting a broad audience. A potential customer within that audience will then discover your professional services through your profile, creating an unexpected lead.