Content on LinkedIn - How does it work?

LinkedIn, the labyrinth of professional liaisons and industry insights, isn't just a digital Rolodex or a job-posting junction. Like many have said before, it's becoming the Instagram of the professional world, yet, that's not such a bad thing... we need somewhere to connect after all right?

Ahead of my trip to LinkedIn last week, courtesy of Aditus, the most hotly commented question on my posts and in my WhatsApp was, "What's the secret to the LinkedIn algorithm?"

So, here it is...

Haha jokes - of COURSE they're not going to give away the secret sauce. BUT, they did share some insight into what works and what we can do to make our profiles, whether personal or business, stand out and be more engaging.

The power of second-degree LinkedIn connections

A helpful pivot lies in questioning your content from a second-degree connection’s perspective.

Will your second-degree connections find value or intrigue in what you're about to drop? If yes, chances are your first-degree connection will clamber to reshare, comment, or drop a tag in the comments to help their own network learn, grow, and engage.

Think about the audience you want to reach and create content that resonates with them. Simples right?

Quality over quantity - OBVS

Instead of focusing on reaching a large number of people, focus on creating valuable connections with those who are genuinely interested in your content. This itself will increase your audience by 5x.

When you create something interesting, remember it could be for just one person, and if that persona interacts with your content, it could create a ripple effect, as your content will then be seen by the second-degree connections of your connections and so on.

It's like a domino effect, with each connection amplifying your reach - but the difference is they're engaging with your QUALITY content - not just some random drivel...I'll leave you to interpret this blog as you see fit ;-)

Tips for crafting LinkedIn content that resonates

Quality of conversation - that's the secret sauce.

Here are some more tips we took away from the day, consumed in bite-sized chunks:

Fostering economic opportunity: Every post should be a potential springboard for economic prospects, imparting wisdom that the professionals can translate to their work arenas.

Stimulating productive dialogue: Your content should be a catalyst for threads that end in brass-tacks conversations, not just daily banter. It’s the difference between strategic networking and water-cooler exchanges.

Ask yourself the tough questions: "What learning curve does my post harbour for others?" and the critical, "Would I share this if it wasn't me who penned it?" The golden rule is to produce content that’s reshare-worthy and legible throughout an industry. Not always of course - funny animal videos are a staple for a reason - but perhaps not on LinkedIn yea?! But, if you want to build your professional brand, aim for high-quality content that adds value and sparks meaningful discussions.

You don't have to sound all businessy, as these key takeaways suggest—use your tone of voice, appeal to your customer profile, and have a conversation with your audience. Make LinkedIn work for your objectives.

The three content creation buckets

Chloe Richardson of Explori posted about this already - and it's incredibly important to keep front of mind when thinking about your own LinkedIn strategy.

There are three broad reservoirs of content that make waves in LinkedIn’s watery expanse:

Visionary: This is where you stash your most prized insights. Sharing links to industry thought-pieces and adding your two-cents on the topic win here. Be the captain of your content.

Evangelists: A domain for company or product promotion. Turn your staff into brand crusaders and get them talking about your benefits, features, and successes. They know the product best so let their passion shine through and give them a platform to share.

Mentor: Share your career-defining advice or personal anecdotes. That book you read, or that webinar that added dynamo to your career; you’re not just the protagonist, but the narrator too.

Evangelist content on LinkedIn

We know that word of mouth works. So, be the content queen that empowers.

Craft posts not just for the speakers but also for the attendees. Believe it or not, people like to be seen.

Their shimmering moment, immortalised in a pre-event buzz, could go a long way in tethering your event to their hearts and calendar blocks. An insightful post about a topic a speaker will touch, or a teaser video that sets the palate for what's to come. Fire up the audience even before they step in the doors.

The captions, hashtags, and resonance

It’s not just about what you write but how you engage.

Captions should dip like meteors, bright in the sea of timeline text. Thoughtful, pointed, and sometimes a bit cheeky if suitable of course, they should lead your readers smoothly into the visual feast of your feeds.

Hashtags should be selective, yet impactful, like lace on a gown — absent would be amiss but when in excess, plain gauche.

Video content — get on it

In a sea of updates, videos surf above the waves.

High-quality, professional, sometimes raw but always engaging, videos offer a glimpse into your world or your insights. From behind-the-scenes footage of event prep to post-event interviews with speakers, they’re breadcrumbs of your content feast and can engage audiences WAY beyond LinkedIn. Think about YouTube and the impact it could also have on your SEO, for example, so you should definitely be adding this to your content strategy on LinkedIn.

My closing two cents - the art of the question

Facilitating dialogue is as much about content as it is about its seasonings.

Ask questions that beg for answers, that provoke thought, that trigger interaction. These questions should be the silent pulse in the composition, not too obtrusive, not too sparse.

In the end, LinkedIn isn’t a static testimonial; it’s a living, breathing narrative of your professional voyage. Anchor your content in this narrative, narrate it poignantly, and watch as your stories catalyse your connections.

Your content is not just another post; it’s your legacy in the making, each byte a breadcrumb for professionals to trail back to your dock.

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Hello, I hope you liked this latest post in our Waves of Words newsletter.

I'm Matt from Waves Connects. We craft engaging content, host interactive discussions, stimulating workshops, enlightening roundtables, and unforgettable events.

If you're looking to supercharge your event content or engage audiences on stage, let's connect. We can help you make waves with your content. -> wavesconnects.com