How to Create Engaging Content on LinkedIn for Maximum Reach

Prof. Muhammad Zahid Saeed Janjooa

Despite its evolution into a sales and marketing network, LinkedIn remains fundamentally a social media platform. The platform facilitates network building and professional networking. One of the fundamentals we all can relate to when trying to scale any social media platform is creating and sharing content for your audience. Well, the stuff you post about on LinkedIn will be entirely different from what you would share on Instagram or Twitter.

Before creating a LinkedIn content strategy, ask yourself what it is for. So, why do you want to share LinkedIn content? What is your goal? Do you want to share your knowledge, expand a network, or grow opportunities for client work? You could be attempting to establish yourself as a professional in your field of expertise or attracting the attention of potential employers. Alternatively, it could be a combination of both. However, it's crucial to identify your target, as the content strategy we implement will cater to your preferences.

By setting your goal, you can clearly identify the types of content you need to produce, ensuring a clear direction for your content. This goal will dictate your target audience and the kind of content you create and share. Though this may sound like jargon, knowing who you are talking to with the content that you generate is everything. For those looking to build an enthusiast base of paid AI specialists, beginner-level digital marketing content differs from the type that would attract.

Another thing to consider before you double down on a content strategy for your LinkedIn is the time and dedication required. By no means should you have to go full-tilt from the start, but it is really crucial that, as a professional working for your network, you assess what volume of workable content production comes out and decide how much time commitment can translate into just enough consistency in set intervals (for example, writing weekly blog posts). However, ideally, we should aim to post more frequently, as this will aid in the growth of our platform—prioritizing quality over quantity. It is more important to have a high-quality post that goes out once per week than to post every day (or multiple times a day) if the content is not fresh and of good quality.

?Whatever format you choose, LinkedIn content should be based on your industry or experience. Your content needs to be informative, entertaining, and professionally presented. The shares you post are essential to the brand, whether they work based on your experience. However, when it comes to what you want, something is causing fear. Here are a few suggestions to get you started.

Leverage Your Experience for an Optimized Profile

Since you are unique, you can only share insights from your experience and perspective. Ultimately, excellent content is a narrative—where can you package something valuable that amuses you professionally?

Conduct Effective Keyword Research for SEO Success

We think of keyword research as something for SEO, but it provides insight into what people search for online. You can gain insight into your audience's engagement with Ahrefs , Answer the Public , and even Semrush .

?Build Trust and Authority with Authentic LinkedIn Content

Sharing content on LinkedIn must be authentic and create trust with your network. By making your content relevant, helpful, and informative, you will make massive progress in building a personal brand and positioning yourself as an authority figure worth listening to. Another way to protect the greater good in your content strategy is to let yourself shine through.

Engage Your LinkedIn Network with Professional and Personalized Content

?Stay professional and relevant, but content that showcases your voice or personality can be a beneficial way to avoid losing the interest of your current viewers. Additionally, create a community in your network. The platform you use will provide this. This includes replying to comments, commenting on relevant or community-related posts without directly competing, and even responding to DMs you've been avoiding. Additionally, you can ask questions or seek feedback from your own network.

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