How to Start Creating Your Own Content (Part 3)

But first, some background...

Most LinkedIn users are content consumers, not creators. Only about 1% of LinkedIn’s 260 million monthly users share posts, and those 3 million or so users net 9 billion impressions. The potential reach is amazing, and yet so many are afraid to start creating their own content (or copy). Why?

Pretty much everyone I have met on LinkedIn is (or was) hesitant about posting their own content. Their main obstacles were that they would not know what to write about, they did not think people would like their posts/articles, or that they simply did not see the benefits of creating their own content. I am hoping this article will change that!

Posting regular status updates will help you get noticed by your network, and when people need someone who does what you do (or want to do), they'll be more likely to remember you if you’ve been frequently popping up in their newsfeed. Also, every time someone engages with your post or article, their connections also see your content in their newsfeeds. So, you will be reaching people outside of your own network.

Writing your own content can seem daunting at first - trust me, I've been there - but once you get started you will see how simple and fun it can be. LinkedIn users are a million times more supportive than on any other social media platform. Most importantly, you will notice what an incredible impact posting your own content has on your own visibility. LinkedIn rewards those who contribute original content by making your profile/content appear in more searches/feeds. Still not convinced?

Below is a screenshot of how many people viewed my profile over a 90-day period. Notice the big ?? in October and November? Well, I hardly posted anything during that time and then I started posting again in December, so the numbers began climbing back up again ??. When I first started posting on LinkedIn, I went from appearing in 50 (max) searches a week and a couple of profile views a month to appearing in?3,000+ searches?a week and?13,000+ profile views?in the last 90 days. It doesn't matter why you use LinkedIn, this platform can be so much more than just an online resume/CV. If you want to get noticed, and you want people to know what you can offer them, then you need to create your own content.

This is the third article in a series - see also How to Create a Purposeful LinkedIn Profile (Part 1) and How to Build a Solid LinkedIn Network (Part 2). I am sharing what I have learned so far on my LinkedIn journey in a series of posts and articles to help others get started regardless of if you are student, job seeker or happily employed. You don't need to be a professional copy writer/content creator, to create your own content here. The idea behind the series was to show that if I can do it, so can you. Everyone can get real value out of this platform, if they’re willing to put in a little effort.

This article offers tips on 1?? getting started, 2?? deciding what/when to post, and 3?? creating and engaging in three easy steps.

Step #1: Getting Started

• Turn on Creator Mode on your profile ?? - This will automatically change the?Connect-button on your profile to?Follow, if you have not already made that switch. You can choose to display the topics you post about in your profile intro (see red box ??). This will also display your number of followers?in your profile intro, and reorder your profile to show your?Featured?and?Activity sections?first. Your Activity?section will be expanded to showcase more of your recent content and will no longer show your likes, comments, and other activity.

• Become an active commentator - Prove you have an expertise in a certain area by engaging with content that interests you and that is relevant to your own personal brand. Write thoughtful comments (at least 1 full sentence long) to give your network an idea of what’s to come.

Tip #1: All your activity?on LinkedIn is showed on your profile, so make sure it represents you/your personal brand well.

• Create your own #hashtag - If you're trying to promote yourself/your business, you might want to create your own hashtag so people can follow your content easier.?

? Brainstorm a few ideas. Keep it simple and easy to remember. This can be your name (or an abbreviated version) or a phrase. For example: Mine is #jenkat (an abbreviation of my first and middle names).

? Go to the search bar and search for it (e.g. #myhashtag).?Make sure it has 0 followers or posts already, so that it will be unique to you.?

? Tell the world you have a hashtag! Create a post dedicated to sharing your new personal hashtag with your network.?They can't follow it if they don't know about it!

? Promote your hashtag. Include at the bottom of your new content, and you could even add a call-to-action like “Follow #myhashtag for more content about [topic1], [topic2] and [topic3]!”

• Help spread the word - Share jobs, internships, scholarships, and events. Basically, help spread the word within your network. Everyone likes that! All you have to do is click Share and Post, but ideally write a short comment (e.g., Check out this great #management position opportunity to work with an amazing team in [Location] #jobs / [Organization] is #hiring! #helpinghands / Here’s an amazing opportunity for someone interested in [area of work] #jobs #hiring).

Tip #2: If you’ve already shared some content, check your Activity and revise any posts/articles you’ve (re-)shared to include a short comment and your new hashtag. This way all your content is consistent.

• Re-share with your own flare – Share others’ content that you find helpful or interesting. If you found it useful, most likely others will too! When you share a post by someone else, share the actual post and include your own thoughts about the topic, give credit to (=tag) the author, and use other hashtags than the original author used. This way you add your own personality and insights while also helping promote the work of the original author. They will thank you (and remember) you for it!

Tip #3: If you want to create your own post based on another post, then try this: Create your entirely own post (using your own words, story, etc. but add “This post was inspired by @[LinkedIn user]’s post on [date]. See link to their post in the comments.” and share the URL to the original post in your comments. Always give proper credit to your source or inspiration.

Step #2: Deciding What/When to Post

• Develop a strategy – The topics covered, choice of words and hashtags, and graphics used in your content all help establish your personal brand. Never post just to post something. Identify what type of users you are trying to reach (e.g. small business owners, professionals within a certain field/sector, people with mutual interests, recruiters/hiring managers, etc.). Why are you trying to reach them?

Tip #4: Get inspiration from other content creators, influencers, pages, groups, and hashtags your target group follows.

Do some research on what type of content seems to attract your target audience. How you can adapt that to create your own personal brand and generate the right kind of engagement? Make a plan.

• Apply 80/20 rule - Also known as the Pareto Principle, the 80/20 rule refers to the marketing theory that the best ratio for engaging versus sales-driven content should be 80/20, i.e. only 20% of your social media posts should be a (direct or indirect) sales pitch promoting yourself or your services/products while the remaining content should be interesting to your target group without coming across self-promotional. Basically, most of your content should either motivate or educate others, while still be relevant to your strategy and personal brand.

Tip #5: Here are some more tips on what to post. Also, check if any national and international holidays might align with your brand, and capitalize on other trending stories and hashtags.

• Create a content calendar – Make a basic plan over what you would like to post and on what day. What kind of content do you like to see? Do some research on interesting articles, infographics or studies that you’d like to share. Make a list of stories or lessons learned from your own life. Plan some polls and calls-to-actions. Try to mix it up.

Tip #6: You can schedule your posts in advance and on multiple social media platforms with apps/sites like Buffer, Hootsuite or Social Pilot.

Step #3: Creating and Engaging

• Stand out - The first 1-2 lines of your post need to be eye-catching and original. It's like a headline in a newspaper. You only have milliseconds to attract the reader before they scroll past your content.
• Be authentic and original - People don't buy your services/products, they “buy” you. Do not be afraid to show off your personality. Avoid being yet another person sharing the same content as everyone else. Find your niche!

Never copy/paste someone else’s content and share as your own (even if you tag them at the end of it).

If you like to use 100% of their post, then Share it. Do not steal it.

• Motivate and/or educate – Always strive to add value and demonstrate your expertise without actually “selling” anything. A large majority of LinkedIn content consists of famous quotes, job updates, or "grow your network"-type posts. These posts generate quick, easy...and (in my opinion) almost meaningless engagement. On the other hand, self-promotional (“buy from me”) posts generate practically no engagement. Who likes ads? Instead, share how-to tips/tricks, best practices, and lessons learned (either your own or sharing others’) to generate more meaningful engagement.

Tip #7: Do not violate copyright laws. If you use text or graphics, etc. that you didn't take or create yourself, make sure you give proper credit to whomever did. You do not want to be known for stealing other's work.

• Engage the reader - Include some call-to-action in your post/articles (e.g. ask readers what they think, experienced, recommend, etc. or encourage them to read an article, answer a poll or check out a website, e.g.). The more people engage with your content, the more visibility you get. You can also end your posts by asking people to connect and/or follow you for more of your content. Let people know you are available and want to network!
• Don’t just tell, show - Use visual aids like photos and other media to grab your audience’s attention and create your personal brand:

?? ?? If you are not much of a photographer, you can find free stock photos on Unsplash, Pexels, Stocksnap, Negative Space, Life of Pix and Pixabay, save to your computer, and upload to your post (or comments) by clicking on the ??? icon. Or, find memes or GIFs to add to your content the same way.

?? ?? Canva is a great app/site for easily creating your own graphic content for free. You can also remove the background or edit the photos using other free apps or sites to create the “look” you want.

?? ?? Share Power Point-presentations quick and easy through SlideShare. You can also create presentations using AI with Gamma.

?? ?? Upload your own or embed YouTube videos into your posts, or use VidPaw to create video content or content from videos.

Anything else you would add?

I would love to hear from you. Please share your feedback or any other tips/advice you may have in the comments. Remember to like/reshare to help others also see this article!

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This is part of my "A Global Impact Nomad's Guide"-article series. In total, I wrote 4 articles about how to leverage LinkedIn to kickstart or advance your social impact careers:

• How to Create a Purposeful LinkedIn Profile (Part 1)
• How to Build a Solid LinkedIn Network (Part 2)
• How to Start Creating Your Own Content (Part 3)
• How to Boost Your Visibility on LinkedIn (Part 4)

You can also find all the articles I wrote here.

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