Why Content is Queen - Not King - On LinkedIn

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Let’s dive in….

The old line ‘content is king’ doesn’t apply on LinkedIn. 

In the high-stakes game of chess that LinkedIn marketing is these days, content has been replaced by a more important piece: activity.

But that doesn’t mean content no longer has a place. It merely becomes part of the team; one of the pieces on the board. Perhaps the ‘queen’ of your LinkedIn presence: still very important but not the make or break piece that wins or loses the game.

Activity means liking, commenting, sharing, contributing to group discussions, growing your network: any action that gets you interacting with your community. 

It also includes publishing content.

What’s the advantage of publishing great content?

If you’re reading this, maybe you clicked through from LinkedIn. The articles we write are featured on our feed and on our profiles as we publish them. 

This is the ACTIVITY & ARTICLES section of Rana’s profile - the latest article is featured, as you can see, along with the latest video posts:

What’s the advantage of this?

Well, it shows our followers that:

• We are alive and breathing!
• We are active
• We can answer their questions and offer solutions
• We are concerned about helping them
• We are leaders in what we do and can influence others
• We are not just talk - we back it up with value and substance

Take a second to refelct on what that does for our reputation on LinkedIn. 

It takes most professionals a long, long time to build their reputation on LinkedIn: great content is a way to shorten the time it takes.

Apart from that, did you know that LinkedIn sends almost four times as much traffic to your website as Twitter and Facebook? So, demonstrating your worth on LinkedIn translates directly to more web traffic. 

Articles - or video?

Publishing articles on Pulse is a great way to get exposure for your work. But it’s not the only way to get your content seen on LinkedIn.

With recent LinkedIn changes making it easier to upload video content as status updates, cracking the art of making video can take you a long way on LinkedIn. 

Status updates should be considered as valid ‘content’ as much as publishing articles; it’s just another vehicle for getting there.

Content ideas

We see many gifted professionals enter a state of paralysis when they start thinking about LinkedIn content. This leads to inactivity, which is a cardinal sin.

It’s not difficult to come up with ideas to create amazing content - if you know who your target audience is.

In fact, you can take a similar approach to article-writing and video-making as with your status updates: balance the professional with the personal.

Think along the lines of:

• Answering FAQs
• Client stories that show proof of results (stories stick, statistics don’t)
• Posing questions to your target audience
• Personal experiences that demonstrate your values and philosophy
• Personal stories that create an emotional connection 
• Any stories/experiences with valuable learning points for your target audience
• Giving practical tips that people can apply for quick and lasting results

Other pro content tips…

If you’re writing articles, be sure to put time to the following aspects of your content:

• Headlines that grab attention - experiment and find what works best for engagement levels
• Opening sentences that do the same
• Including appropriate images - these break up text and make it more digestible and memorable
• Showing personality, opinion, and attitude - even humour, if you like
• Keeping it focused on one major takeaway at the end
• Assuming that people are reading it on mobile devices
• Including a call to action at the end

Get images tailor-made…

Why not get a hero image tailor-made for your posts to help them stand out from the crowd? 

Stock images get rather tedious and people just switch off. Find a graphic artist on the Fiverr or similar freelance site and get bespoke images made for each post. 

These images can help you maintain a consistent look and feel to your posts and remember - they show up in the news feeds of your entire network.

Suck at writing? 

Not being a writer is no excuse not to publish articles. Get a freelance writer to pen your content. You can provide content ideas and leave the rest to them. 

That way, you get professionally written content at reasonable rates, and you see your reputation grow without really lifting a finger.

So, you see? There’s absolutely no reason for any professional to be stuck when it comes to publishing LinkedIn content.

Don’t have time, can’t write, not sure what to write about? All these arguments fade into excuses when you understand the value of your content and how simple it is to produce it. 

Get one article and one video out there every week or fortnight; and combine it with daily interactions with your network: 20% content creation and 80% other activity is about right.

Try that and see what it will do for your LinkedIn credibility!

P.s. Whenever you’re ready… here are 3 ways I can help you grow your business with LinkedIn

1. Join the Influencer Boardroom and connect with other advisors and consultants who are scaling too: It’s our new Facebook community where smart advisors and consultants learn to generate more purpose, profit and power. - Click Here

2. Join us inside our pitch-free private training. We’ll show you how we built our business (from scratch) using 2 LinkedIn profiles to hit $84,000 a month within 4 months using a simple 3 step strategy. Click Here: https://influencerproject.biz/

3. Work with me and my team privately: If you’d like to work directly with me and my team to take you from 6 to 7 figures and level things up… just send me a message and put “Private” in the first line… tell me a little about your business and what you’d like to work on together, and I’ll get you all the details.