The LinkedIn Dispatch #4

Welcome back to The Dispatch, your weekly digest of top-shelf LinkedIn insights.

Today's topics:

1. How to crush LinkedIn with Adam Robinson
2. How to get started building an efficient content engine
3. The 2-part equation for elite social content

Andiamo!

— Dennis

1. How to crush it on LinkedIn with Adam Robinson

Finn Thormeier (Project 33) had Adam on the pod to share practical advice on how founders can grow on LinkedIn.

Go here to watch the original hour-long video.

Otherwise, here’s a short 2-min summary with tips and takeaways:

1. Embrace your unique founder story

• Start by pinpointing the unique perspective and values that set you apart in your industry. This forms the foundation of your content strategy.
• Open up about both your successes and challenges to build trust and relatability with your audience. Authenticity is key.
• Don't just highlight your wins. Your audience will find deeper resonance in the stories of overcoming obstacles.

2. Balance value and promotion

• The best content on LinkedIn educates, inspires, or entertains. Aim for content that primarily offers value, with occasional highlights of your products or services. Don't over-promote.
• Experiment with articles, posts, and videos to cater to varied audience preferences.

3. Start discussions and respond to comments

• Use questions or prompts to spark audience participation.
• Actively responding to comments nurtures community and demonstrates your investment in your audience.
• Neglecting comments or failing to stimulate discussions can slow growth.

4. Measure success and iterate

• Monitor likes, comments, and shares to gauge content performance.
• Adapt your strategy using insights from your analytics.
• Misconception: High follower counts don't equate to success. Value engaged and interactive audiences.

Adam shares more valuable tidbits in the video.

2. How to start building an efficient content engine

Companies want to create more content for more channels.

As Erik notes, the workload is often too much for small content operations. And simply adding AI tools won't prevent burnout or make the content stand out.

Teams need an efficient way to realistically handle the work, plus more support, whether through budget, extra hands, or more time.

I appreciated the sentiment of Erik’s post, but wondered if he had any advice:

And here’s what he said:

Key takeaways:

• Content efficiency maximizes the impact of your efforts.
• Companies can invest in one recurring content activity (podcast, newsletter, live event) that powers the entire content strategy across platforms.
• E.g., 1 podcast → 10 social posts → 5 video clips → 3 blog posts

3. Elite content = quality + design

Tootin’ my own horn today.

Here was my top-performing post last week:

How you say something is just as important as what you say.

(I.e., the medium is the message)

For digital writing, that means the key to crafting exceptional content isn’t just content quality—it’s quality + presentation. You need both to stand out.

Picture this: peanut butter without jelly, cereal sans milk, pancakes no syrup.

— All sad. All incomplete.

Side note: My brother ate dry mouth-wrecking cereal as a kid.

Weird, I know. But he went to Georgetown, so what do I know.

Anywho, INCOMPLETE, that's how it feels when content lacks in either dimension.

Here’s a simple process to help you check both boxes:

1. Pick a topic you can talk easily talk about for 30min. Think:

• Topics you’re passionate about
• Firsthand experiences
• Expertise

2. Riff on the topic (write or talk it out) to flesh out content

• Use tools like Audiopen or Oasis to record & clean up voice notes
• Ask ChatGPT, “What’s a better/simpler way to say this?” to improve sentence clarity and concision.
• Read your post out loud to gauge flow and word choice.

3. Optimize formatting for mobile consumption

• Over 60% of people use LinkedIn on mobile
• Vary body formatting for variety (e.g. use bullets then arrows then numbers)
• Use white space to your advantage (single-sentence paragraphs, vary length)
• Write in short, simple sentences (don’t let sentences spill over to the next line)

To learn more about impeccable content formatting, follow:

• Luke Matthews
• Jasmin Alic
• Lara Acosta

//FIN//

About Dennis Buckley

After 8 years of working in startups, I struck out on my own to build a new life doing the work I love. I started Founders Ink, my ghostwriting content agency, to help growth-oriented founders and marketing leaders:

• Get attention
• Develop audience
• Build industry authority
• Attract new customers

Previously, I ghostwrote for a New York Times bestseller, led content marketing teams at both bootstrapped and venture-backed startups, and taught founders and operators how to grow companies at Demand Curve.

How I can help you become a thought leader in your industry:

• Newsletter: Sign up for The LinkedIn Dispatch
• Follow me Dennis Buckley for tips on how to acquire customers with organic content funnels
• Need content help? I built a ghostwriting agency for ambitious founders.
• Want to chat? Schedule a call. Every week, I set aside time to talk to other founders and operators about their media strategy — at any stage — for free. Go ahead, you won't be sold anything on these calls.

See you next week.

— Dennis