Before posting, dedicate a month to actively consuming content on LinkedIn. Every time you like, comment, or save a post, analyze its topic, angle, and tone. This builds the 'taste' necessary to create resonant content.
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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.
If you only study creators in your own industry, your content will inevitably become derivative. Draw inspiration from diverse sources like books, newspapers, or creators in unrelated fields to develop a more authentic and unique style that stands out.
When starting out, resist the pressure to immediately master algorithms and conversion tactics. Instead, follow your intuition and create content that is genuinely you for several months. This builds a sustainable brand and audience connection, which can then be optimized later.
For executives hesitant to post, a great starting strategy is to commit to only commenting on five posts per day for a few months. This builds comfort with the platform and grows their network before they have to create original content.
To generate qualified leads on LinkedIn, use the "niche problem post" framework. Dedicate the majority of your post (around 80%) to deeply exploring the customer's problem and its symptoms, making them feel understood, before lightly introducing your solution.
LinkedIn now shows impression metrics for comments, signaling their importance. Strategically leaving thoughtful, entertaining comments on others' posts can drive more page growth and followers than original feed posts. Treat comments like mini-posts to test content ideas.
Stop thinking of content as a one-way broadcast. A sophisticated approach involves creating posts designed to provoke responses. Then, systematically mine the comments for raw, unfiltered consumer insights, effectively turning your social channels into a free, real-time market research platform.
Instead of guessing your content niche, find the overlap between topics your inner circle seeks your advice on and the content your ideal clients already consume. This data-driven approach combines perceived personal expertise with proven market demand, ensuring relevance and authority.
The easiest way to increase your visibility is to consistently comment on other people's content. To make this effective, be strategic: comment on posts by industry leaders where your target audience will see your name, photo, and headline in a relevant context.
Use comments on others' LinkedIn posts as a low-risk testing ground for new content formats or edgier ideas. If a comment flops, the impact is minimal. If it succeeds, it validates the idea for a future post on your company's page, bypassing initial brand guardrails.
