The Ultimate Guide to Creating and Sharing Awesome Content on LinkedIn

• Introduction: Why LinkedIn is a powerful platform for personal branding and what kind of content works best on it:- LinkedIn is the world’s largest professional network with over 774 million members in more than 200 countries and territories. It is not just a place to find jobs, but also a place to showcase your personal brand, connect with other professionals, and share your expertise and insights. According to a study by LinkedIn, 92% of B2B marketers use LinkedIn as their primary content distribution channel, and 80% of B2B leads come from LinkedIn. This shows that LinkedIn is a powerful platform for personal branding, especially if you are in the B2B space.But what kind of content works best on LinkedIn? According to another study by LinkedIn, the most engaging content on LinkedIn is content that is relevant, authentic, helpful, and human. This means that you should create and share content that is related to your niche and audience, reflects your personality and values, provides value and solutions, and sparks conversations and emotions. Some examples of content types that work well on LinkedIn are articles, videos, podcasts, webinars, infographics, case studies, stories, polls, etc.
• Step 1: Consider your target audience and their needs, interests, and pain points :- Before you create and share any content on LinkedIn, you need to consider your target audience and their needs, interests, and pain points. This will help you create content that resonates with them and attracts them to your personal brand. To consider your target audience and their needs, interests, and pain points, you need to answer some key questions such as:
• Who are your ideal clients or customers?
• What are their goals and challenges?
• What are their preferences and behaviors?
• What are their pain points or problems?
• How can you help them or solve their problems?
• For example, if you are a personal branding expert who helps entrepreneurs build their online presence, your target audience might be entrepreneurs who want to grow their business online but struggle with creating and sharing valuable content on different platforms. Their pain points might be lack of time, skills, or confidence to create and share content. Their preferences might be short videos or podcasts that provide practical tips and examples. Their behaviors might be browsing LinkedIn during weekdays or weekends.To research your target audience and their needs, interests, and pain points, ou can also use tools like SurveyMonkey or Typeform to create and send surveys to your existing or potential clients or customers to get feedback on their needs, interests, and pain points.
• Step 2: Engage with your audience by asking questions, giving feedback, and joining conversations :- Engaging with your audience is one of the most important aspects of creating and sharing content on LinkedIn. It helps you build trust and rapport with your audience, show your interest and care for them, and get valuable insights and feedback from them. To engage with your audience on LinkedIn, you should do the following:
• Ask questions: Asking questions is a great way to spark curiosity and interest in your content, invite opinions and perspectives from your audience, and learn more about their needs, interests, and pain points. You can ask questions in your posts, stories, comments, or messages. You can also use polls or quizzes to ask questions and get instant feedback. For example, Simon Sinek is a leadership expert and author who often asks questions in his posts and stories to engage his audience and get them thinking about his topics.
• Give feedback: Giving feedback is a great way to show appreciation and recognition for your audience, provide value and solutions to their problems, and establish your credibility and authority. You can give feedback by commenting on their posts, stories, or messages, endorsing or recommending them, or sending them personalized messages. You can also use emojis or reactions to give feedback and express your emotions. For example, Mel Robbins is a motivational speaker and author who often gives feedback to her audience by commenting on their posts, stories, or messages, endorsing or recommending them, or sending them personalized messages.
• Join conversations: Joining conversations is a great way to expand your network and reach new audiences, learn from other experts and influencers in your field, and showcase your personality and expertise. You can join conversations by following hashtags, groups, or events related to your niche, commenting on trending or relevant posts or stories, or creating or joining live sessions or webinars. For example, Gary Vaynerchuk is an entrepreneur and social media expert who often joins conversations by following hashtags, groups, or events related to his niche, commenting on trending or relevant posts or stories, or creating or joining live sessions or webinars.
• Step 3: Be genuine, not salesy, and showcase your personality, values, and expertise :- Being genuine, not salesy, and showcasing your personality, values, and expertise are crucial for creating and sharing content that attracts and connects with your audience on LinkedIn. It helps you build trust and rapport with your audience, show your passion and purpose, and establish your credibility and authority. To be genuine, not salesy, and showcase your personality, values, and expertise on LinkedIn, you should do the following:
• Be authentic: Being authentic means being true to yourself and your personal brand. It means creating and sharing content that reflects your personality, values, and opinions. It also means being transparent and honest about your strengths, weaknesses, successes, and failures. You should avoid creating or sharing content that is fake, misleading, or exaggerated. You should also avoid copying or imitating others in your field. For example, Brené Brown is a researcher and author who is authentic in her content. She creates and shares content that reflects her personality, values, and opinions. She also shares her vulnerabilities and struggles with her audience.
• Be helpful: Being helpful means providing value and solutions to your audience. It means creating and sharing content that educates, entertains, or inspires your audience. It also means creating and sharing content that solves their problems or satisfies their needs or desires. You should avoid creating or sharing content that is irrelevant, boring, or spammy. You should also avoid creating or sharing content that is overly promotional or salesy. For example, Neil Patel is a digital marketing expert who is helpful in his content. He creates and shares content that educates, entertains, or inspires his audience. He also creates and shares content that solves their problems or satisfies their needs or desires.
• Be human: Being human means showing emotion and empathy in your content. It means creating and sharing content that sparks conversations and emotions with your audience. It also means creating and sharing content that showcases your stories and experiences. You should avoid creating or sharing content that is robotic, impersonal, or cold. You should also avoid creating or sharing content that is insensitive or disrespectful to others. For example,
• Step 4: Use hashtags to increase your visibility and reach the right people:- Hashtags are keywords or phrases that are preceded by a # sign and used to categorize or tag your content on LinkedIn. They help you increase your visibility and reach the right people on LinkedIn by making your content searchable and discoverable by anyone who follows or searches for those hashtags. To use hashtags to increase your visibility and reach the right people on LinkedIn, you should do the following:
• Choose hashtags: Choosing hashtags means selecting the most relevant and appropriate hashtags for your content and audience. You should choose hashtags that are related to your niche, topic, industry, or audience. You should also choose hashtags that are popular, trending, or specific enough to attract your ideal clients or customers. You should avoid choosing hashtags that are too broad, generic, or irrelevant. For example, if you are a personal branding expert who helps entrepreneurs build their online presence, you might choose hashtags such as #personalbranding, #entrepreneurship, #onlinepresence, #contentmarketing, etc.
• Use hashtags: Using hashtags means adding the hashtags to your content in a natural and strategic way. You should use hashtags in your posts, stories, articles, or comments. You should also use hashtags in your profile headline, summary, or featured section. You should use up to three hashtags per post or story, up to five hashtags per article or comment, and up to ten hashtags per profile section. You should avoid using too many or too few hashtags, or using hashtags that are irrelevant or spammy. For example, if you are a personal branding expert who helps entrepreneurs build their online presence, you might use hashtags like this:

Post: How to create and share awesome content on LinkedIn #personalbranding #contentmarketing #linkedin

• Step 5: Be consistent and post frequently to build trust and authority :- Being consistent and posting frequently are essential for building trust and authority on LinkedIn. It helps you stay top of mind with your audience, show your commitment and professionalism, and establish your credibility and expertise. To be consistent and post frequently on LinkedIn, you should do the following:
• Create a content calendar: A content calendar is a plan that outlines what, when, and how you will create and share content on LinkedIn. It helps you organize your content strategy, manage your time and resources, and ensure your content quality and quantity. You should create a content calendar that aligns with your personal brand goals, audience needs, and platform best practices. You can use tools like Trello, Asana, or CoSchedule to create and manage your content calendar.
• Post at optimal times: Posting at optimal times means posting when your audience is most likely to see and engage with your content on LinkedIn. It helps you increase your visibility and reach, boost your engagement and conversion, and improve your algorithm ranking. You should post at optimal times that vary depending on your niche, audience, location, and platform. You can use tools like Sprout Social, Buffer, or Hootsuite to find and schedule your posts at optimal times.
• Post different types of content: Posting different types of content means posting a variety of content formats that suit your niche, topic, audience, and platform. It helps you diversify your content portfolio, cater to different preferences and behaviors, and increase your engagement and retention. You should post different types of content such as articles, videos, podcasts, webinars, infographics, case studies, stories, polls, etc. You can use tools like Canva, Lumen5, or Anchor to create different types of content.
• Step 6: Be exclusive and offer something unique or valuable to your audience:- Being exclusive and offering something unique or valuable to your audience are essential for creating and sharing content that stands out and attracts attention on LinkedIn. It helps you differentiate yourself from others in your field, show your value proposition and competitive advantage, and generate leads and opportunities for your business or career. To be exclusive and offer something unique or valuable to your audience on LinkedIn, you should do the following:
• Be original: Being original means creating and sharing content that is not copied or duplicated from others. It means creating and sharing content that showcases your own ideas, insights, and opinions. It also means creating and sharing content that is creative, innovative, and surprising. You should avoid creating or sharing content that is plagiarized, clichéd, or predictable. You should also avoid creating or sharing content that is irrelevant or outdated. For example, Simon Sinek is a leadership expert and author who is original in his content. He creates and shares content that showcases his own ideas, insights, and opinions. He also creates and shares content that is creative, innovative, and surprising.
• Be relevant: Being relevant means creating and sharing content that is aligned with your niche, topic, industry, or audience. It means creating and sharing content that is timely, topical, and useful. It also means creating and sharing content that is tailored to your audience’s needs, interests, and pain points. You should avoid creating or sharing content that is unrelated, generic, or useless. You should also avoid creating or sharing content that is too broad, too narrow, or too complex. For example, Mel Robbins is a motivational speaker and author who is relevant in her content. She creates and shares content that is aligned with her niche, topic, industry, or audience. She also creates and shares content that is timely, topical, and useful.
• Be impactful: Being impactful means creating and sharing content that is not only informative but also influential. It means creating and sharing content that inspires action, change, or growth in your audience. It also means creating and sharing content that showcases your results, impact, or success stories. You should avoid creating or sharing content that is only informative but not influential. You should also avoid creating or sharing content that is vague,
• Step 7: Observe and adjust your content strategy based on the analytics and feedback you get:- Observing and adjusting your content strategy are essential for ensuring that your content is achieving your goals and meeting your audience’s expectations. It helps you identify what works well and what needs improvement, test new ideas and approaches, implement best practices and recommendations, and measure the outcomes and effects. To observe and adjust your content strategy based on the analytics and feedback you get on LinkedIn, you should do the following:
• Use analytics: Analytics are the quantitative data that measure your content performance in terms of reach, engagement, awareness, reputation, conversion, etc. You should use analytics that are relevant, specific, measurable, achievable, realistic, and timely for your content goals. You can use tools like LinkedIn Analytics1, Semrush2, or Sprout Social3 to track and analyze your analytics.
• Use feedback: Feedback is the qualitative data that evaluate your content performance in terms of perception, satisfaction, loyalty, advocacy, etc. You should use feedback that is reliable, valid, consistent, and unbiased for your content goals. You can use methods like surveys4, interviews, focus groups, reviews, testimonials, etc. to gather and interpret your feedback.
• Adjust your strategy and actions: Adjusting your strategy and actions means making changes to your content plan based on the analytics and feedback you collect. You should adjust your strategy and actions by identifying what works well and what needs improvement, testing new ideas and approaches, implementing best practices and recommendations, and measuring the outcomes and effects. You can use tools like SWOT analysis5, SMART goals4, or A/B testing to help you adjust your strategy and actions.

For example, HubSpot is a marketing software company that observes and adjusts its content strategy based on the analytics and feedback it gets on LinkedIn. It uses tools like LinkedIn Analytics1 to track its reach, engagement, followers, visitors, etc. It also uses methods like surveys4 to get feedback from its audience on their needs, interests, and pain points. It then adjusts its strategy and actions by creating and sharing content that is relevant, helpful, and human for its audience. It also tests new ideas and approaches such as polls or live sessions to increase its engagement and conversion.

• Conclusion: Summarize the main points and invite feedback : I hope you enjoyed this article and learned something new. If you have any questions or comments, please feel free to share them below. I would love to hear from you.If you want to learn more about personal branding and how to create and share awesome content on different platforms, I have a special offer for you. For a limited time only, you can get access to my exclusive online course “Personal Branding Mastery” . This course will teach you everything you need to know about creating and growing a powerful personal brand that attracts more opportunities, clients, and income. To claim this offer, for any query DM me.
• If you are busy founders and CEO need help in personal branding connect with me on LinkedInThank you for reading this article. Have a great day! ??.