While LinkedIn is a professional social network, it doesn’t mean you have to be boring.
There’s a difference between “being professional” and “being a snoozefest”.
And the platform has adapted significantly since its launch, to the point that when you crack it, it’s a fantastic option for promoting your services, building your brand, and acquiring top talent for your business.
But that stuff doesn’t just happen, and it certainly doesn’t happen if you post bland content or, even worse, post nothing at all!
To prevent that, we’ve pulled together this guide to help you understand what to post on LinkedIn, why that differs from the holiday snaps you post on Instagram, and how to capture the attention of your audience.
What to Post on LinkedIn to Get Noticed
When it comes to establishing your brand as a topical authority, becoming well-known and well-respected on LinkedIn is a great first step. By combining high-quality content and well-structured targeting, you can quickly amplify your brand reach and client trust in your services.
So, what should you be posting to gain all of these fantastic benefits?
Luckily for you, you’re spoilt for choice! The types of content you can post on LinkedIn are:
- Written posts
- Carousel posts
- Video posts
- Article and newsletter posts
You could post content sharing your knowledge on a subject, which would show off your expertise and build trust.
You could share tips and ideas related to your business, showing your creativity and skill, which highlights your quality of work.
Essentially, any content you post that adds value to your audience is a fit for LinkedIn, especially if it’s the type of content that they can also share with their audience, which opens your content up to a completely new audience.
But the real key to success to success on LinkedIn is keeping things personal. Even as the unofficial “social media for business” platform, LinkedIn is still a social media platform, and people want to hear from people, not from brands.
While there is certainly a place for brand posts, the real connection can be made when you post content as yourself.
That doesn’t mean going full Facebook circa 2010, posting on people’s walls asking “Wuu2?”, but it does mean adding a little personality and uniqueness to your content.
Examples of Great Written Posts
For written posts, the key is to provide valuable content and unique insight while also ensuring the content you post relates to your brand.
For example, if you’re a marketing consultant, you probably shouldn’t be weighing in on topics outside that remit.
Steven Bartlett is a great example of this. He’s well known for his Diary of the CEO podcast, where he interviews high-performers in different industries. As a result, lots of the content he posts is motivational and inspirational, perfectly in keeping with his personal brand.
Liz Ryan is another excellent example of great written content, and you can frequently find her answering questions related to her niche, HR, and recruitment.
This type of Q&A is a great way to gain new readers if you answer their queries in detail and do so in an engaging manner.
Examples of Great Carousel Posts
Another option to consider utilizing is carousel posts. These posts are great for increasing engagement, and readers interact with your content, clicking from slide to slide.
Kasim Javed is excellent at this, posting eye-catching and informative carousels that are always insightful and on-brand. In this example, he shared a carousel post from his marketing firm, which is another tactic to expand your content’s reach.
Charlotte Lloyd also posts great carousels, where the design and style are always in keeping with her brand colors, and the topics are related to the services that she provides. They’re also well-written and extremely useful!
Examples of Great Video Posts
When it comes to creating content on LinkedIn that is insightful yet entertaining at the same time, no one does it better than Ryan Reynolds.
From the screenshot, you can already tell that the video advert is going to be unique and interesting, but what Ryan does brilliantly is he get across his personality and brings in an element of humor while also providing plenty of vital information about the brand.
Before the video even starts, you can clearly see the Mint Mobile logo, which continues throughout while Ryan speaks concisely, entertainingly, and very engagingly.
Alex Cattoni also posts brilliant and insightful video content to her LinkedIn, which she can also easily tweak and promote across other social media channels for simplicity. The content is engaging, entertaining, and full of knowledge, and shows Alex’s audience that she is the real deal.
Examples of Great Articles and Newsletters
Bill George has been a very vocal part of LinkedIn for some time, using his novel writing skills and CEO background to provide insightful articles on leadership and mentoring.
While Bill certainly isn’t as funny as Ryan Reynolds (to be fair, very few people are) on LinkedIn, he isn’t trying to be, and he does still offer plenty of his personality in his content, creating high-value content that his audience loves.
Jeff Wong also runs a highly popular and successful newsletter focusing on technological advancements and scientific breakthroughs. Such is the content in this article that it has made it into Forbes’ top 10 list of LinkedIn newsletters you should be reading.
Drive consistent leads to your B2B business via LinkedIn
Now you’ve got an idea of what content you should be posting on your LinkedIn profile; it’s time to get as many of your target audience to see it.
Check our free B2B lead generation course, which will teach you, step-by-step, how to connect with your dream clients.