How to Create LinkedIn Video Content That Matters

We all want to be heard, don't we?

But all too often, we remain silent.

How much longer will you keep your unique and valuable message to yourself?

What’s it going to take to share your insights with those who can benefit from them?

Wouldn’t you like to share your expertise and solve executives’ most pressing problems?

Far and above, the most popular online site for business networking and content sharing is LinkedIn. After all, LinkedIn is the #1 global platform for professionals to exchange ideas and grow their careers. Consider these impressive LinkedIn numbers:

• 774+ million global users
• 61 million senior-level influencers, 4 out of 5 people on LinkedIn drive business decisions
• 96% of Business-To-Business (B2B) content marketers use LinkedIn for organic social marketing

This is a great opportunity for those who know how to maximize this powerful platform. As I help clients wade through all the online chaos, confusion, and clutter to find their audiences and deliver their messages, here’s what I advise them.

Why create LinkedIn video content?

Creating consistent and quality video content enables your audience—some of whom you know and most you don’t—to value what you have to offer. When they follow your tips and advice, they’re learning from you. With so much choice in the B2B market nowadays, we want to buy from people whom we know, whom we learn from, and whom we trust.

A fellow content creator once said, “When you create content, people know you before they even meet you.” People will come to you because of your expertise and helpful insights. By the time someone reaches out to you on LinkedIn Messaging from having seen your posts, they've probably been following your content for months and you’ve built trust and goodwill with them.

What are the benefits of creating LinkedIn video content?

• Creates business and job opportunities
• Attracts people in your industry
• Draws people to you that’s outside your circles
• Elicits people to ask for your advice
• Builds trust
• Establishes you as a subject matter expert
• Builds thought leadership

What types of LinkedIn video content can you create?

There is as much variety in the scope and uniqueness of content as there are those who create it. You’re truly only limited by your own imagination, ingenuity, and effort. Here are four primary reasons to create content:

1. Education - tips, advice, best practices, mistakes to avoid, and how-to videos
2. Information - letting people know about upcoming events, product launches, webinars, conferences, workshops, meetings and opportunities
3. Inspiration - great quotes from those who motivate and encourage you, stories of how you overcame challenges and lessons learned
4. Entertainment - be funny, be memorable, be provocative, be yourself (By the way, content creation is not only for extroverts, I know plenty of introverts that are great content creators!)

What is the main obstacle in creating LinkedIn video content?

I probably haven’t told you anything you don’t already know about the availability, necessity, and value of video content creation. But if everyone knows they must create content, why aren’t they creating content? The main reason: FEAR!

• Fear of failure
• Fear of judgement
• Fear of imperfection
• Fear of disapproval
• Fear of not being good enough

Everyone has fear. Create anyway. Your voice matters. What you have to say is enough. You have value. You are worthy.

I often use the hashtag, #doitscared to encourage and remind ourselves that while we may have a quiver in our voice, our video may not be perfect, or the sound is a little off, create content anyway.

The secret to overcoming fear is to create content anyway! #doitscared

In addition, here's 3 tips I recommend to my clients in overcoming fear:

1. Relax?and simply sit down and have a casual conversation with someone on video. You don't have to do it alone.
2. Feature a topic that you are passionate about or answer a frequently asked question you get. The best content comes from the heart.
3. Focus Out (on how to best serve your audience and provide value) rather than focusing in (on our head trash or how we look). Take the the attention off of you and focus on your audience and community.

I started out just like all of you, with basic equipment (certainly not professional), a clear message I wanted to communicate (though not perfect), and a burning desire to be heard (even though I didn’t have a large audience). But I learned the art and science of video content creation and honed my message and skills. Now I teach others how they can be a quality video content creator also. I encourage you to shine your light and share your gifts with the world through video.

If you’re ready to #doitscared and begin your video content creation journey, sign up for my online course to get started. Got questions? Ask them in the comments below and I'll answer every one of them.