How to create engaging content on LinkedIn

I have spoken in previous editions about the benefits of using LinkedIn as a tool to grow your brand visibility and as a method of generating inbound leads, but what do you talk about when it comes to posting, what works well and how do you create engaging content that sparks a conversation and starts a relationship?

This edition of my newsletter gives you some practical examples of posts that have worked well for me and if you like them, feel free to copy them! (it'd be nice if you tagged me in if you do but no pressure!)

Why Do I Want to Post on LinkedIn?

I know it can feel daunting posting on LinkedIn, making you feel exposed and open to judgment, but it is also a great place to showcase how you solve someones problem! After all, where would we be if insurance didn't exist? (one for another day!)

The purpose of posting on LinkedIn is visibility, being seen as a trustworthy and reliable person to know and do business with. It takes time to build this trust and we do that by sharing a variety of content that gives value, builds confidence and educates your network of connections.

"Know, Like & Trust"

Here are five types of posts that I have used on LinkedIn to give you some inspiration;

1. A Story Post

Storytelling is a fabulous tool for fostering deep connections through shared experiences. The act of connecting with people through these shared experiences holds immense power.

A story becomes powerful when it is emotional and relatable. Make your stories intentional and connect them to what you do. Here are some examples:

• How did your insurance ccareer begin/evolve, and get you to where you are today?
• Share how something in your past has shaped your career today. My parents were both teachers and this has threaded throught my career in terms of training and teaching.
• Tell a story about how you've helped someone with your services.

Tip: Your story should be between 50 - 250 words, stick to the facts to keep it intentional.

2. Client Success Stories

Share a testimonial from your client, these are fantastic social proof for your audience and offer reassurance that you are a safe pair of hands. They don't usually get huge engagement but they help build a picture of credibility and reliability. It's worth asking a number of clients so you have a bank of testimonials that you can use regularly. You can use these in the following ways.

• Feature case studies of businesses you've helped protect
• Share testimonials from satisfied clients
• Discuss unique challenges you've solved

Tip: Try giving your clients some questions to answer that will form the testimonial. I use the following types of questions; What was it that made you come to me for help? What was your experience of working with me?- What would you say to others who are considering working with me??

3. Educational Content

Position yourself as a thought leader by educating your audience:

• Explain common insurance terms in simple language
• Create an "Insurance 101" series for different sectors (e.g., cyber insurance for SMEs)
• Debunk common myths about insurance policies

The example below isn't insurance-based but explains how you can see your network of influence on LinkedIn

Tip: Use carousel posts to break down complex topics into bite-sized information.

4. Ask a Question

Some of the best engagement you can get on LinkedIn is by asking a question, this works well if the question is easy to answer or is something people will have an opinion on. Polls also work well for this type of content.

Here are a couple of examples:

• Ask a question that is easy to answer e.g. Are you going to BIBA2025?
• Use a poll so people can just click to engage. The easier it is the more chance people will get involved!
• You can add a little humour if it's appropriate like the post below that got over 10k impressions and 49 comments.

Tip: Use a relevant image to stop people from scrolling.

5. Behind-the-Scenes Content

Humanise your brand by showcasing the people & processes behind your insurance business:

• Introduce team members and their roles
• Share photos from company events or charity initiatives
• Post day-in-the-life and behind the scenes content.

Tip: Encourage your employees to share and engage with this content to expand its reach.

What to Do Next?

It's not easy to get into the consistent habit of posting on LinkedIn but if you use each of these headings to create one post, and post it once a week you'll have content for the next five weeks planned already.

If that works, rinse and repeat!

You can also schedule content on LinkedIn, so try and get it all written and scheduled in one go then forget about it! It doesn't need to take very long if you're short on time.

Remember, consistency is key on LinkedIn. Aim to post regularly and engage with your network's content to build lasting relationships.

If you've got any questions, let me know in the comments.