Creating and posting content on LinkedIn is a great way to establish a personal\nbrand or build the authority of your brand or company. The content you post can\nhelp attract recruiters to your profile, position you as a thought leader or\ninfluencer in your industry, and showcase your expertise in your field.\n\nAnd with so many types of content you can create, opportunities to encourage\nengagement are abundant.\n\nWhen it comes to content marketing and creating content on LinkedIn, it’s\nimportant to keep in mind this platform is different from other social\nnetworking sites. We’ve created this list of eight tips for creating engaging\ncontent on LinkedIn to get you started.\n\nDecide the purpose of your content\nThe first step in creating engaging content on LinkedIn is to determine why\nyou’re creating content in the first place. Is the goal to:\n\n * Establish yourself as a thought leader in your field?\n * Generate leads or new customers?\n * Engage existing customers and build retention?\n * Build your network?\n * Showcase your knowledge for future employers?\n\nNot every piece you produce has to align with this goal, but knowing why you’re\ncreating content and what the purpose is can help you develop posts that people\nwill engage with.\n\nDetermine your audience\nNext, you must determine who your audience is going to be. This will likely be\nbased on the goal of your content.\n\nFor example, if the purpose of creating content is to generate leads or new\ncustomers, your audience will be similar to your ideal customer for your brand.\nOr, if the goal is to establish yourself as a field thought leader, your\naudience will be others within your field. Regardless, you must understand who\nyour audience is in order to make content that they will engage with.\n\nOnce you’ve identified your audience, you should try to understand their:\n\n * Age\n * Gender\n * Interests\n * Job titles\n * Goals\n * Wants\n * Needs\n\nMake sure the audience you’re focusing on is present on LinkedIn. And also, be\nsure to understand what your audience wants to read and the types of content\nthey engage with. Finding your niche not only helps give your content direction,\nbut also helps you stand out from the competition. It ensures your content is\nrelevant, targeted, and actionable for your audience, which can help make it\nmore successful.\n\nDevelop a content strategy\nOnce you’ve identified goals and a primary audience, it’s time to develop a\ncontent strategy. This includes:\n\n * Listing potential topics\n * Outlining dates for drafts to be due, review, and posting\n * Determining the types of content you’ll create (articles, videos, images,\n infographics, etc.)\n * Assigning budget to boost the post (if desired)\n\nConsider whether your posts will be short or long, or a combination of both.\nWill posts be all articles or include a mix of photos, videos, and infographics?\nHow will those be created? “Content” doesn’t have to be just words, and offering\na good mix of different types of content can keep your audience engaged and\ninterested.\n\nGather ideas from thought leaders\nNow that you have general goals for your content, have identified your audience,\nand created a general content strategy, you must start gathering ideas for\nthings to write about. The goal of your content should be to be engaging for\nyour audience, which includes likes, comments, and shares, but also to generate\nclicks on links and ideally serve a purpose for your audience.\n\nOne of the best ways to start with your idea gathering is by reading and\nengaging with content from thought leaders, companies, or others in your field.\nWhat types of content are they posting? What questions are they answering? How\nare they engaging with those who comment on their post? What are the topics they\nare focusing on?\n\nBy researching other successful brands and people in your field, you can get\ngreat ideas for your own content.\n\nBrainstorm\nStart writing down ideas for posts or content, whether in Word or Google Docs,\nspreadsheet, notebook, or your SocialWeaver content library. Start with the\nideas you’ve gathered from other thought leaders and influencers. Here’s a list\nof other thought starters for you:\n\n * Answer common questions you get from customers or prospects.\n * Consider what holidays, awareness days, or other upcoming celebrations and\n create content related to that.\n * React to an article or news in your industry.\n * Share stories of your brand, company, employees, or products.\n * Share something that inspires or motivates you or your brand.\n * Talk about your industry.\n * Share insights from a book, podcast, conference, webinar, etc., that you’ve\n recently learned.\n * Share advice for your audience.\n * Share personal challenges and how you overcame them.\n * Post wins of the week.\n * Share relevant industry data and what it means to you.\n * Share an obstacle you or your brand had to overcome and advice for others.\n * Re-share other articles or posts.\n * Write about a milestone.\n * Interview a team member, employee, executive, customer, etc.\n * Share company news or product updates.\n\nUltimately, the options are virtually endless. The important thing is to produce\ncontent that will resonate with your audience, is educational or informative,\nand is relevant.\n\nDraft your posts\nWhen you draft your posts, keep in mind that text-only posts perform the best on\nLinkedIn. These posts can be up to 1,300 characters, but remember that the first\n2-3 lines are most important because everything else will be “hidden” until the\nviewer clicks “... see more.” Those first couple of sentences need to grab the\naudience’s attention and make them want to engage with the rest of the post.\n\nOther tips include:\n\n * Use short, easy-to-read sentences.\n * Add spaces between paragraphs.\n * Use emojis or other symbols to break up sentences.\n * Include up to five relevant hashtags.\n * Tag others who will respond or engage with the post.\n * Ensure any references in the post are reliable and authentic.\n * Avoid using outbound links in your post to prevent viewers from leaving your\n article, and instead include those in the comments section.\n * Add questions or other prompts to encourage comments.\n\nUse data and analytics\nAs you continue to post content, it’s important to understand if what you’re\nposting is or isn’t working. Questions to ask yourself include:\n\n * Is my content reaching the right audience?\n * Is the audience engaging with my content?\n * Are people commenting on, sharing, or liking the post?\n * Which content is getting more engagement, and what doesn’t appear to be\n resonating?\n\nAlso, keep an eye on the comments people post. Are they enjoying the content?\nAre their comments supportive? Is the piece of content starting a conversation?\n\nFocus on voice and authority, not number of followers\nIt may be surprising to hear that the number of followers you have isn’t really\nthat important. What’s truly important is having a voice and authority that\ncomes through and is enforced in your content and posts.\n\nInfluence in your industry doesn’t necessarily come from how many people follow\nyou or are in your network. It comes from the quality of people who are reading\nand engaging with your content. You may have heard the phrase “quality over\nquantity,” and that philosophy stands here as well. If you have a smaller\nnetwork, but they are engaged, share your posts, and help position you as\nauthority, you’ll have greater success with your content.