Marketing Masterclass: Nine ways to boost LinkedIn content

But how do you achieve that?

Towards the end of 2023, we focused a lot on ways to generate engagement, how to format a winning post and content strategies, but today, we’ve got nine top tips to boost your LinkedIn content. Try incorporating as many of these tips as possible into your everyday activity on LinkedIn.

Tip One: Stop trying to be something to everyone

Are you somebody who gets social media FOMO? That fear of missing out makes you ensure your brand features on every social media channel. But trying to post on LinkedIn, Facebook, Instagram, TikTok, Snapchat, and X is exhausting, and how can you be sure your content is resonating with your audience?

Instead of trying to feature on all social media platforms, do one really well. You’ll be far more mindful of the content you publish, and you will grow a rich and engaging community, too.

Tip Two: Start considering your content goals

When did you last consider your content goals when posting on LinkedIn?

Before composing a post, think about what you want it to achieve.

• Do you want to grow an email list?
• Do you want to grow your connections and followers
• Do you have a lead magnet that you want others to download?
• Do you want to position yourself as an authority in your industry or niche
• Enhance your brand awareness by promoting your people, business and culture.

It’s important first to consider your content goal. Then, ask yourself if your post achieves that goal. If not, go back and perfect it until it does.

Tip Three: Consider your content mix

LinkedIn offers you, the content creator, many ways to present your content. And yet, you’re probably only sticking with one type. Now is the time to consider your content mix?

Think about your posting method.

LinkedIn offers you a wealth of posting mediums:

• Text only
• Photo
• Video
• Carousel
• LinkedIn Live

Don’t stick with one type of post; mix it up. Your audience will appreciate it and might even engage more with your content.

Tip Four: Speak only to your audience

Churning out content day in and day out is a chore. But it becomes much easier when you consider your audience more closely.

Start posting about stuff that your audience wants to engage with. Or, start posting about things you want to be known for.

Take the time to visit LinkedIn’s analytics to find out which of your posts are generating the most impressions and engagement. Then, if you start to see a theme forming around content topics or posting methods, write more about that very topic or in that particular style.

Tip Five: Share value always

LinkedIn is a place for giving. It’s a place that allows you to share top tips, hacks, guidance and points of view. Making sure that your post adds value is critical to achieving good engagement.

If your post delivers excellent value your audience appreciates, you’ll see more reactions, comments, and maybe even the odd share.

Tip Six: Make sure you post ‘how-to’s from time to time

How-to guides are a great way to generate engagement on LinkedIn. You’ve undoubtedly got loads of great ideas and advice, and you might even know a few hacks or tips that could help your audience understand complex jargon, resolve problems, and boost productivity.

If you do, why not design a step-by-step guide with a carousel? Canva is a free tool that offers eye-catching carousel templates that you can use quickly to create a stand-out design.

If the tip is valuable enough, you may notice some of your connections re-share your post with their network. And your reach grows even more.

Tip Seven: Use social media to recruit and retain your brightest stars

We all know that recruiting and retaining staff is particularly difficult if you work in financial services. The talent pool is tight. And not all companies play fair.

Some companies are bold in their approaches to attracting new people. (Did someone say head hunt?) And yet, I see many players in this industry missing out on a golden opportunity. Something that they have in spades.

They need to post more about their culture.

Sharing posts about what it’s like to work for your firm is a great way to recruit. While posting stories about your people is a great way to keep your brightest stars. I mean, who doesn’t love a bit of recognition?

Try to encourage your people to re-share your content, too. It will not only add gravitas to your post, and it will improve your content’s reach, too.

Tip Eight: Share company news to boost your brand awareness

Sharing your company’s news is an excellent way for your brand to stay ahead.

• You’ll grow your brand’s appeal.
• You’ll likely increase followers.
• You’ll see greater customer loyalty.
• Customers and potential customers will start talking about you.
• You might start to generate more leads.
• Competitors might start talking about you.

So start building your company’s news into your social media schedule and keep your network in the loop of all your outstanding achievements.

Tip Nine: Don’t let perfectionism stop you from posting

Something I often wonder about is why there aren’t more people posting content regularly on LinkedIn. Did you know LinkedIn has 260 million members, but only 1% post content regularly? You need to stop letting perfectionism or a fear of being judged stop you from joining that 1%.

It’s really not that deep. People don’t care that much about what you post.

Of course, perfectionism has its place. On one hand, it can motivate you to perform at a high level and deliver top-quality work. But it does have a dark side. It can cause you unnecessary anxiety and slow you down.

Don’t allow negative thoughts or a desire to be perfect all the time to stop you from posting. It’s okay not to be perfect!

So there you have it. Nine top tips that will take your content to the next level. See if you can accomplish a few of these tips in your upcoming posts and keep doing so for the next seven days. Then, go back to your analytics and see how well you are doing.

I’d bet your impressions and engagement score have improved.