December
15, 2020

8 min read

The opinions expressed by the entrepreneur's contributors are their own.

Do you want to be part of the one percent? Here is your chance.

Content on the LinkedIn feed receives approximately 9 billion impressions per week, but only 3 million users (out of 700 million) share content weekly. This means that only about one percent of the 260 million monthly users of LinkedIn share posts and these about 3 million users get the 9 billion impressions.

As a result – and unlike Facebook, Instagram, and Twitter – content posted on LinkedIn can appear in the feed a few days after it's posted. This is because LinkedIn is a content-deficient platform.

Taylor Offer, founder of the Taylor Parker Agency, states:

“A lack of content platform is a social media platform where more people are consuming the content than creating it. This means that the platform needs good content to expand further. So your content will be displayed to your entire fan base and a few others. "

Related: 5 Social Media Marketing Mistakes You Must Avoid

Additionally, according to Neil Patel, digital marketing expert, LinkedIn accounts for about 80% of B2B leads generated from social media.

Taylor saw this as an opportunity to grow his personal brand and agency and honed his LinkedIn approach. His fan base rose to 100,000 people and consistently reached millions with his contributions. Taylor then wrapped his process in an online course, The LinkedIn Playbook, which I put into action over a 90-day period.

While I'm still missing 95,000 followers, the impact has been undeniable.

Shield Analytics LinkedIn data shows all of my content views for the past year. (The arrow indicates when I started posting consistently.) Of the nearly 650,000 calls I received, approximately 400,000 (62%) came in that 90 day period.

I'll share more of my findings and, more importantly, describe how you can take this opportunity too.

Related Topics: How To Create A Compelling Proposal By Interviewing Your Target Audience On LinkedIn

Why consistently create content?

To use LinkedIn effectively, it is important to post regularly. I'm not going to dig too deep into the science behind this, but you should be aware that the LinkedIn algorithm has two main goals:

  • Prioritize relevant content
  • Promote engagement

Algorithms rely on data to make predictions. So if you don't post regularly, the algorithm has less data to determine if your content is relevant or engaging. In this case, another user who posts more often will be more predictable and secure.

How to consistently create content

Great. How do you post consistently? I will now go into part of Taylor's process.

First, think about how you would like to be perceived on the platform. But this is where most of the people screw up. Since LinkedIn is a professional network site, there is unjustified pressure compared to other platforms to make more use of the shared content. Unfortunately, this is the perfect way to fit in and be boring, which goes against the goal of being relevant and engaged.

To avoid this, you'll need to set up your content pillars. These are the topics that you regularly create content on.

Are you a startup founder who is also interested in meditation? You can write about both. While you're at it, you should also talk about the adventures of parenting. With this multi-dimensional yet consistent approach, you establish your personal brand and stand out from the crowd.

Related: 6 Steps for Better Social Media Engagement

Below you can see my content pillars and the associated media. As a background, I help trainers and consultants build their brand and sales. The first column therefore applies to my areas of expertise. You would also like to enter yours there.

In the next column, "Industry Updates", relevant news and the associated effects are published. This is your quick way to be considered a thought leader. To make things easier, I recommend setting up a Google alert for industry terms. That way, you will automatically receive the latest news in your inbox.

The remaining columns should represent aspects of your personality or hobbies.

Once you have this established, you will quickly find content ideas for each section. Don't write the entire post, just write the entire topic.

Next, choose one of these topics and then build it up into a full post. If you're just starting out, you can go column by column, but you'll want to experiment to see which mix works best for you.

So I expanded "My kids make noise while I talk on the phone"

You are right when you say I started with an opening line that was intentionally flashy. And while it's important to get viewers to stop scrolling and engaging, you need to deliver value in exchange for that attention.

But don't let the pursuit of perfection become the enemy of progress. The goal here is to keep creating content. As mentioned earlier, in addition to influencing the algorithm, you are also developing your writing skills.

I also want to point out that a very important part of creating content – and expanding your network – is getting into other relevant posts as well. Viewers of this content may see your comment and follow you as a result.

Related: 10 Laws of Social Media Marketing

How it felt to post so often

When I first started Taylor's process, I was posting twice a day. Granted, that was a lot to keep up with, and some of my posts were so strong that I eventually deleted them. My operational definition of "flop" is a post that received only a few views, likes, or comments. Over time, I throttled it to 5-6 times a week and got a feel for what type of content would do better.

And although I had always prepared content, I often had new ideas for contributions.

For example, when I heard that Louis Vutton was selling a kite for $ 10,000, I had the idea to contrast how many service providers are reluctant to charge $ 10,000 for their services.

Another idea occurred to me when my 5 year old daughter Lena lost her first tooth.

As you will find, I passively promote my coaching program, but I do so in a context that reflects my personal life and provides value to the reader.

After a few months, creating content on LinkedIn became part of my daily life. It wasn't an interruption or a task.

Related: 6 Steps To Sell On Social Media Messaging Platforms

The impact

Along with the heightened views and total commitment, I was also able to expand my business and country speaking opportunities. In fact, posting more content has helped me find opportunities to speak, which has helped me grow my business. It also forced me to do a lot of research and think more from the perspective of my target audience, which turned out to be an unexpected benefit.

Nat Berman, Founder of Uncoached Corp, shares his experience: “I believe that the message I bring out, along with the ability to reach my target audience day in and day out, leads to more incoming inquiries and interest in what I do , than I could ever reach with any other network. Linkedin still has incredible organic reach. This is essentially the same as free advertising. "

Kim Fuller is a career advisor and resume writing expert. For the past 6 months she has posted almost every day. "I got more than 20 requests a week to review résumés, but people also asked me to check their LinkedIn profiles." This wasn't a service I'd offered before, but based on my experience, I had a moment to help people create Linkedin profiles that are optimized for their industry and role. I also help them develop their LinkedIn voice to expand their personal brand and get noticed by employers. "

It's your turn. Now that you've learned about the process and learned about the results, it's time to bring your voice to a wider audience by consistently expressing your views and sharing relevant information. Although LinkedIn, like any other platform, currently presents an amazing opportunity to grow your brand and sales, it ultimately gets tougher. Don't miss out, get started today.

Was this helpful? Do You Have Questions? Contact me on LinkedIn.

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