The Recipe for Great LinkedIn Posts: Crafting Content That Connects (2024 - Linkedin Update)

The Recipe for Great LinkedIn Posts: Crafting Content That Connects (2024 - Linkedin Update)

Ever found yourself scrolling through someone’s LinkedIn profile and seeing the same content repeatedly? Their posts become monotonous and predictable. While consistency can build audience familiarity, it’s crucial to avoid content fatigue. Repetition can lead to boredom and disengagement.

Linkedin Content

A well-planned LinkedIn content strategy can help avoid content fatigue and keep your audience engaged. By diversifying your posts and incorporating a mix of visual and text-based content on the LinkedIn platform, you can maintain interest and boost engagement.

To help you avoid this pitfall, we are sharing insights on what makes a LinkedIn post successful and how we implement these strategies for ourselves and our clients.

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Key Takeaways

  • Avoid Content Fatigue: Consistently posting the same type of content can lead to audience disengagement. Diversify your content to maintain interest and engagement.
  • Text + Image Posts: Keep your text between 900 and 1200 characters, use smaller paragraphs, and add engaging images to capture attention and enhance the message.
  • Effective Timing: Post when your audience is most active, typically during work breaks or after office hours. Use LinkedIn analytics to find the best times for engagement.
  • Document (PDF) Posts: Create concise and visually appealing PDFs with a clean, vertical layout. Limit text on each slide to maintain readability and engagement, especially for mobile viewers.
  • All Posts: Maintain a consistent format, use bullet points or emojis for clarity, and diversify your content types (text, images, videos, polls) to keep it fresh and engaging.

How to create the best strategy for LinkedIn content

Text + Image Posts

Ideal Length and Impact

Keep your text between 900 and 1200 characters. This length is perfect for sharing valuable content without losing reader interest. For LinkedIn users, this ensures your posts are concise and engaging. Use smaller paragraphs of 2-3 sentences for readability. Adding an image enhances this effect, grabbing attention and making your message stick.

Quick Tip: Ensure your image is clear, the text is legible, and the colors match your branding.

Consider this example: Suppose you want to share insights on effective leadership. Write a concise post with key points such as “Listening is more important than speaking,” followed by an engaging image of a leader in action. The visual element not only grabs attention but also reinforces the message, making it more memorable.

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Effective Timing

Post when your audience is most active to enhance visibility. If your account is new, experiment to find peak times. For established accounts, use insights/analytics to identify the best times for LinkedIn users. My audience engages more between 9 am and 11 am and after 5 pm on weekdays. Always listen to your analytics.

Helpful Hint: If your audience consists of professionals, posting during work breaks or after office hours might yield better engagement. For example, a post about project management tools at 10 am might catch the eye of a project manager taking a mid-morning break.

Document (PDF) Posts (aka Carousels)

Concise Content Delivery

Keep document posts between 10-12 pages. Limit text on each slide to 25-30 words for readability and engagement.

Helpful Hint: If you have valuable content, condense it into a carousel/PDF post. This keeps the post text short while communicating details like stats and quotes on the slides.

For instance, if you have a detailed guide on improving team productivity, break it down into bite-sized tips and present them in a carousel format. Each slide can cover a different aspect, such as “Setting Clear Goals” or “Encouraging Open Communication.” This makes it easy for your audience to digest the information and keeps them engaged. Consider creating a blog post to complement the carousel, providing more in-depth insights and linking to the PDF for additional resources.

Design and Format

Ensure your PDFs are sleek and reflect your professional branding. A clean, vertical layout works best, especially for mobile viewers. LinkedIn's mobile app accounts for 60% of its traffic, with over 1 billion downloads. Think mobile-first.

Insight: Use high-quality visuals and a consistent color scheme that aligns with your brand. For example, if your brand colors are blue and white, use these colors in your PDF design to maintain a cohesive look. Also, include your logo on each slide to reinforce brand recognition.

All Posts

Consistency and Formatting

A consistent format across your posts can boost engagement by up to 30%. When you create content, break down posts into smaller paragraphs to keep them clean and organized for other LinkedIn users.

Insight: Use bullet points or emojis to break down points. Make the first 2-3 lines (your hook) engaging and scroll-stopping. Create a hook that makes people click "see more" to read the rest of your post.

For example, start a post with a provocative question like, "Are you making these common leadership mistakes?" This hook intrigues the reader and encourages them to read more. Follow up with bullet points highlighting each mistake, using emojis to make the list visually appealing and easier to read.

Diversify Your LinkedIn Post Ideas

Varying your post types can increase engagement by up to 50%. Mixing text, images, videos, and polls keeps your content fresh and interesting.

Example: Rotate between different content formats. One day, share a text post with a motivational quote. The next day, post a video tutorial on a relevant topic, followed by a poll asking for your audience’s opinions. This variety keeps your audience engaged and coming back for more.

LinkedIn Polls

LinkedIn Polls.

Engagement Through Interaction with LinkedIn Audience

Short polls are great for interaction. They are quick to consume and generate engagement. Keep the question character count to 140 max and options to 30 characters. I recommend using 3 options.

Reminder: Use "other - see my comment" to boost post engagement.

For example, if you want to gauge your audience’s preference for remote work vs. office work, create a poll with options like "Remote," "Office," and "Hybrid." This not only sparks engagement but also provides valuable insights into your audience’s preferences.

Strategic Questioning

Use polls to directly engage your audience and gather valuable insights that can steer your content and services.

Suggestion: After the poll ends, create a follow-up post discussing the results. This shows your audience that you value their input and are willing to engage in a conversation. For instance, if a majority prefer remote work, you could share tips on how to stay productive while working from home.

Linkedin Articles and Newsletters

Establish Yourself as a Thought Leader

Publishing newsletters regularly helps establish thought leadership on LinkedIn. If you write long-form content, newsletters are perfect for you.

Suggestion: Use tools like Headline Studio for SEO-optimized headlines. Generative AI can help create an outline if you feel overwhelmed.

For example, if you’re an expert in digital marketing, publish a monthly newsletter discussing the latest trends and best practices. This not only positions you as a thought leader but also provides valuable information to your audience, keeping them engaged and looking forward to your next update.

Optimal Scheduling

Distribute longer pieces less frequently to allow your audience time to engage. This is crucial to your LinkedIn strategy.

Quick Advice: Find a schedule that works for you and stick to it. Consistency is key to building a loyal readership. If you notice that your audience prefers receiving content at the beginning of the month, schedule your newsletters accordingly.

Scheduling Problems Scheduling Problems everywhere - Buzz and Woody (Toy  Story)

Text-Only Posts

Clarity and Focus

Without visuals, clarity is crucial. Make every word count to convey your message directly.

Example: If you’re sharing a personal story about overcoming a challenge, focus on the key points and emotions. Avoid unnecessary details and keep the narrative clear and impactful. For instance, "I once struggled with public speaking, but through practice and persistence, I overcame my fear and became a confident speaker."

Engage and Educate

Text-only posts and LinkedIn articles are great for sharing personal stories or insights, helping you connect on a personal level with your network.

Tip: Use engaging language and ask open-ended questions to encourage interaction. For example, end your post with, "Have you ever faced a similar challenge? How did you overcome it?" This invites your audience to share their experiences and fosters a sense of community.

Video Posts

Visual Engagement

Videos make complex information simple and engaging. Use them for quick tutorials or updates when you post on Linkedin.

Advice: Add engaging closed captions. Most people watch videos on mute, and captions boost viewership by 80%, improving inclusivity.

For example, if you’re demonstrating how to use a new software tool, add captions that highlight key steps and tips. This ensures that even those watching without sound can follow along and understand the content.

Regular Updates

Keep a steady stream of video content to maintain engagement. It´s nice to create video content when feeling vulnerable or sharing something personal. Videos tell the whole story.

Tip: Keep your videos short and to the point. A 2-3 minute video is ideal for holding your audience’s attention. If you have a longer topic to cover, consider breaking it into a series of shorter videos.

General Posting Tips

Stay Consistent

A regular posting schedule keeps your audience engaged. Find a schedule that works for you and stick to it. Posting on LinkedIn should be fun and not feel like a chore, even if you are using your LinkedIn company page.

Insight: Plan your LinkedIn content ideas ahead of time using a content calendar. This helps you stay organized and ensures you have a steady flow of posts. For example, dedicate Mondays to motivational quotes, Wednesdays to industry insights, and Fridays to personal stories or reflections.

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Engagement is Key

Respond to comments and interact with your audience. It shows you value their input and helps build community. Never post and ghost!

Advice: Set aside time each day to respond to comments and messages. This not only builds relationships but also increases your visibility on LinkedIn. For example, if someone comments on your post with a question, respond promptly with a thoughtful answer.

Marketing on LinkedIn

Use LinkedIn’s Tools for Content Strategy

Use LinkedIn’s analytics to see what resonates with your audience and refine your approach.

Quick Tip: Regularly review your LinkedIn posts analytics to track their performance. Pay attention to metrics like engagement rate, reach, and click-through rates. Use this data to identify what type of content works best and adjust your strategy accordingly.

Next Steps: How to Build Your Authority on LinkedIn

Now that we’ve discussed the anatomy of a good post, it’s time to focus on building your authority on the platform. Establishing yourself as a credible voice in your field is essential for making connections, attracting opportunities, and expanding your professional reach.

Managing a LinkedIn page can significantly help in this regard. By engaging with customers and employees, sharing curated content, and using tools to generate engaging posts, you can build authority and draw in recruiters, clients, and potential employers.

One of the most effective ways to build authority on LinkedIn is to share content that engages your audience. Publish relevant posts that garner likes and comments to capture your visitor's attention.

Additionally, distributing meaningful and valuable content—whether insights or opinions—tailored to your niche audience is a powerful strategy for establishing and reinforcing your professional authority.

This approach helps you connect with and grow a solid following of potential customers interested in what you offer.

As you continue to build your authority on LinkedIn, consider leveraging tools that enhance your interactions while maintaining authenticity.

Linkboost is the best tool for quickly increasing your content's reach to new and specific niches.

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