Most people post like they're at a dinner party with a captive audience. Instead, imagine showing your content to a stranger on the street. If it wouldn't make them stop and listen, your hook is too weak for the fast-scrolling world of social media.
Don't post randomly. Systematically guide your audience by using a content funnel. Use broad educational content for awareness and follower growth, personal stories for trust-building, and finally, case studies and testimonials to generate leads and de-risk the purchase decision.
Don't be discouraged by a low follower count. LinkedIn's algorithm has evolved to prioritize pushing relevant, niche content, regardless of audience size. Data shows smaller accounts (10-25k followers) can achieve growth rates comparable to accounts with over 100k followers.
Keep a swipe file of viral content to identify underlying themes or formats (e.g., "harsh truths"). Instead of copying, adapt the successful theme to your specific audience (e.g., "harsh truths of being a CISO"). This leverages proven psychology for your niche.
Don't just share a personal story for the sake of vulnerability. Every story you tell must serve as a vehicle to deliver a specific message or lesson relevant to your audience and business goals. Without a clear "so what," the story fails to build meaningful trust.
Users decide whether to expand your post based on the combination of the image and the first few lines of text. A common mistake is using an image that only makes sense after reading the full post. Ensure your visual matches the hook to create instant coherence.
When you're unknown, prospects assume you have no status and won't read your content. Counter this by using images that signal authority, like pictures of you speaking on stage. These visuals implicitly tell people you're worth listening to, encouraging them to engage.
Your best stories are often hidden in conversations with clients. Upload call transcripts to an AI like Claude or ChatGPT and prompt it to extract powerful stories and impactful anecdotes. This is an efficient way to generate authentic, relevant content ideas you may have forgotten.
When writing transformation case studies, avoid saying "I did this for them." Instead, frame the client as the hero who decided to invest in themselves and achieved results through their hard work, with you as a guide. This empowers the prospect and feels more authentic.