The 3 Essential Posts You Should Be Publishing

If you’ve been active on LinkedIn for any amount of time, you probably know that simply having a profile isn’t enough.

To truly stand out, you need to provide value, build relationships, and grow your personal brand with consistency.

But what kind of content should you publish to maximize your results?

The secret lies in three types of posts: Video Posts, Market Research Polls, and Long-Form Text Posts.

These three content types are the foundation of any LinkedIn content strategy.

They are simple, effective, and designed to boost engagement, authority, and visibility on the platform.

In this newsletter edition, I’m going to break down why each of these posts is so powerful, how to use them effectively and give you examples and tips to help you create content that will resonate with your audience and advance your LinkedIn presence.

1. Video Posts: The Power of Visual Engagement

In the ever-evolving landscape of social media, video content reigns supreme.

On LinkedIn, video posts are consistently ranked among the highest-performing types of content.

Why? Because they capture attention immediately and offer a unique way to connect with your audience in a personal, engaging manner.

Why Video Posts Work:

• Increased Visibility: LinkedIn’s algorithm loves video. Posts with video get higher engagement rates, leading to increased visibility in your network's feeds.
• Human Connection: Video allows you to showcase your personality, tone, and body language. This creates a deeper, more authentic connection with your audience.
• Stronger Retention: People are more likely to watch and rewatch a video compared to reading a text post. Videos can convey complex ideas in a digestible way, making them more memorable.

Types of Video Posts You Can Create:

• Short-Form Video Posts: These are quick videos (1-3 minutes) that cover a specific tip, insight, or piece of advice. They should be direct, actionable, and engaging.
• LinkedIn Live: Broadcasting live allows you to interact with your audience in real-time. Whether it’s a Q&A session, a behind-the-scenes look at your work process, or a live webinar, LinkedIn Live creates a sense of urgency and exclusivity.
• Direct Uploads: If you prefer to record your videos in advance, LinkedIn allows you to upload videos directly from your computer. These can be anywhere from 2-4 minutes long, making them perfect for explaining a concept or sharing an educational tutorial.

Tips for Creating Effective Video Posts:

• Keep It Concise: While video allows for deeper engagement, you still need to respect your audience's time. Aim for clarity and brevity, especially in short-form videos.
• Hook Viewers Early: The first few seconds of your video are crucial. Start with a hook that draws viewers in – ask a question, make a bold statement, or share a surprising fact.
• Call to Action: Don’t forget to tell your audience what to do next. Ask them to comment, like, share, or visit a link. A strong call to action can turn passive viewers into active participants.

Example: Let’s say you’re sharing tips on how to improve LinkedIn profiles for lead generation. You could record a 2-minute video with the following structure:

• Introduction (15 seconds): “Are you struggling to turn your LinkedIn profile into a lead magnet? I’ve got three simple tips that can help!”
• Tip #1 (30 seconds): “Tip one: Optimize your headline with keywords that your target audience is searching for.”
• Tip #2 (30 seconds): “Tip two: Use your featured section to highlight your best work or offers.”
• Tip #3 (30 seconds): “Tip three: Make sure your profile summary speaks directly to your ideal client’s pain points.”
• Closing & CTA (15 seconds): “Try these out and let me know how they work for you! Drop a comment below with your favorite tip, and don’t forget to follow me for more LinkedIn insights.”

By keeping it short and to the point, you make it easy for your audience to consume and act upon the information.

2. Market Research Polls: Engaging Your Audience for Valuable Insights

Market research polls are not only great for learning more about your audience, but they are also one of the best ways to boost engagement and start conversations.

On LinkedIn, polls allow you to gather feedback quickly while showing your audience that you value their opinions.

Why Polls Work:

• Quick & Easy to Participate: Polls take just a few seconds to respond to, making them highly accessible to your audience.
• Valuable Insights: Polls provide data that can guide your content strategy, sales approach, or product development.
• Engagement & Reach: Polls drive engagement because they invite people to participate. As a result, they can help you expand your network and increase your content’s reach.

Tips for Creating Engaging Poll Questions:

• Make It Relevant: Your poll question should be closely related to your industry or audience's pain points. It should provoke thought and be easy to answer.
• Keep It Simple: Don’t overcomplicate the question. A clear and concise question with 2-4 response options is ideal.
• Use Polls to Spark Conversations: Ask follow-up questions in the comments based on the results to spark discussion and dive deeper into the topic.

Example: Let’s say you’re targeting HR professionals and want to know what motivates them to improve employee engagement. You could create a poll like this:

• Poll Question: “What’s the biggest challenge your organization faces when it comes to employee engagement?” 1: Lack of leadership support 2: Poor communication 3: Inadequate resources for employee development 4: Other (comment below)

This poll encourages participation, provides insights into HR challenges, and opens the door for follow-up engagement in the comments.

3. Long-Form Text Posts: Establishing Authority with Valuable Content

Long-form content on LinkedIn—whether a text post, newsletter, or article—is one of the most powerful ways to establish yourself as an industry authority.

By providing in-depth, educational content, you demonstrate your expertise, build trust, and offer real value to your audience.

Why Long-Form Text Posts Work:

• Increased Authority: Long-form content allows you to dive deep into topics, showcasing your expertise and providing actionable value.
• Searchability: Detailed posts and articles are often more searchable, which means they can continue to bring traffic to your profile long after they've been published.
• Evergreen Content: Once you create long-form content, it can continue to generate value for months or even years. Articles, in particular, have a long shelf life and can be shared multiple times.

Types of Long-Form Content:

• Text Posts: These posts are typically up to 3000 words and offer a deep dive into a topic. They can be a mix of advice, tips, or lessons learned.
• LinkedIn Newsletters: This feature allows you to publish a series of articles directly to your LinkedIn followers. It’s a great way to share a consistent stream of value and build an audience around your content.
• LinkedIn Articles: These are similar to blog posts and allow you to share more in-depth content. LinkedIn Articles are perfect for thought leadership pieces, industry insights, or case studies.

Tips for Writing Long-Form Posts:

• Focus on Value: Your audience’s time is precious, so ensure your content delivers real, actionable value.
• Use Subheadings and Bullets: Break up your text with subheadings, bullet points, and numbered lists to make it easier to read.
• Tell Stories: Personal stories and anecdotes resonate with readers. Share your experiences and lessons learned to make your content more relatable.
• Call to Action: Like your video posts, long-form content should include a clear call to action—ask your audience to comment, share, or take specific steps after reading.

Example: Let’s say you’re writing an article about LinkedIn profile optimization. Your structure might look something like this:

• Introduction: Explain why optimizing your LinkedIn profile is important for business growth.
• Main Content: Part 1: The Power of a Great Headline Part 2: Crafting a Compelling Summary Part 3: Using the Featured Section for Lead Generation
• Conclusion: Recap the key takeaways and encourage readers to implement the changes.

By offering actionable tips and breaking the content into digestible sections, you make it easy for readers to engage and apply what they’ve learned.

The Power of Consistency

Consistency is key when it comes to LinkedIn content.

By regularly publishing video posts, polls, and long-form text posts, you’ll create a content strategy that helps you connect with your audience, build authority, and increase your visibility.

Remember, it’s not just about the frequency of your posts, but also the quality.

Make sure each piece of content provides value, addresses your audience’s pain points, and fosters engagement.

Take action today—create one video post, one poll, and one long-form text post each week.

Over time, you’ll see the impact this strategy has on your network, your brand, and your LinkedIn success.

If you're interested in getting on our exclusive waitlist for our LinkedIn Content Private Community called, "The Expert Content Society", click the link below to do so:

https://www.thetimetogrow.com/the-expert-content-society-waitlist

What was your biggest takeaway from this week's newsletter edition?

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