Скачать или смотреть The formula for producing engaging LinkedIn content - Effective Marketing Clips 007

This is a small excerpt from this brilliant conversation with LinkedIn Community Building expert John Espirian.

You can check out the whole conversation here:    • Personal branding, done well, will attract...  

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This is John's formula for producing engaging LinkedIn content.


John Espirian
I can certainly give you some best practice tips that I found over the last few years, which is, you should keep in mind, on LinkedIn, you should keep in mind where the breakpoints appear in your content. So if you write, let’s say, you got 3000 characters to write a post, you write a 3000 character post, people are not going to see 3000 characters in their feed, they might see two sentences.

So those opening lines are essentially like a mini headline, they’re a promise that says, if you click See More, you’re gonna get more of this kind of thing that you that you’re interested in. So those opening lines are really important. And comments are the fastest accelerant of visibility on LinkedIn, but bar none. And so you need to write your content in a way that opens the door to people contributing. I think a lot of people make statement posts, and there’s no opportunity for the reader to go. Okay, and what do I say to that? You know, that? How do I contribute? So you’ve got to either deliberately leave something out of your content so that people fill in the gaps and contribute that, or the more obvious thing to do is to ask a relevant question, a relevant open question that gets people to share their experiences or provide dissenting opinions if you want.

That’s what helps to get your visibility on LinkedIn. In terms of format, I would, I would mix up different types of contents. You can do text posts, you can do image posts. For me, my data, which I’m really scrupulous with data collection, I find that document posts, which is when you make a text post and embed a PDF or a Word document or PowerPoint, those posts will will get on average about 12,000 views for me versus a text post, which might be in the five to 8000 region, and that’s over four years. So that’s statistically significant difference. Now, I’m not saying that that will necessarily translate to everyone else. But what I always tell people is test this stuff for yourself. Try all of the types of content and see what resonates for you and your audience.

I’ve also found that for me, Sunday is my best performing day in terms of visibility followed by Saturday. And Friday is my worst performing day. So those three consecutive days you go worst, second best, best, it’s a quite a jump. And again, you should test these things to see what works for you. But I’m really all about the numbers and understanding what works. And this is the kind of stuff that I, you know, we talked about with members about what approach they should use, and what works for them and how they could tweak. And so I review people’s content and go up, if you put that paragraph there. Or if you change this word to this, or if you move this image here, you know, they’re all it’s all about marginal gains for people. If you do that kind of stuff for long enough, it will work.