Think about all the industry specific content you are exposed to on a regular basis. Facebook, newspaper, a brand’s website, an email you received, industry publication or white paper. Try to think of something that made you say to yourself: “That’s interesting”. That’s the key to the rest of the article.
Below we’ll show you how to use other people’s content to make yourself look like an expert. This process should take 5 minutes once you’ve done it a few times. This will also help you grow your connections which has many benefits. More on that here.
We’re not talking about simply clicking the share button on some corporate propaganda crap that your company’s marketing department pumped out in an obligatory effort to keep their job. That is effortless and white noise. Use content that you come across on your own. Something you bothered to read because it was interesting.
The extra step leans on the Costly Signaling Theory. More unique effort = more assigned value. Tons of interesting examples of this theory in the amazing book Alchemy.
If you haven’t built your LinkedIn Profile then you really need to read this article before bothering to post anything.
Now enough of this boring introduction. Let’s get into the meat.
Our philosophy for creating content is not a strategy where you have to fabricate ideas of incredibly unique concepts, it's much more about consistently presenting timely, newsworthy information for your industry. You can read all about what to use for content by reading the book Fascinate by Sally Hogshead.
Take something that's been published by somebody else as the base for your post. This avoids the frustrating need to constantly ask yourself what to post on LinkedIn. A few examples includenews articles, industry updates, company blog posts or announcements, unique promotions, tax credit announcements.
Use someone else’s information and either link it, quote it or screenshot it into your own unique post. Create unique content using that information by writing your response to the news saying something to the effect of: “This change is big because XYZ...” I'm telling you, creating content this way is much easier and faster.
The iOS15 change will have a massive impact on the email marketing industry. Rather than spending an infinite amount of time researching all the details about it, hours drafting a post, reading it, rewriting it, rereading it, rewriting it, and eventually posting it, what you really need to do is read some portion of an article, quote a couple sections that are interesting or even just one line. Then add some thoughts or responses of your own.
We received an email from Shopify Plus and it provides a bunch of information about iOS15 and how it's going to impact your email marketing performance reporting.
Below you can see how we turn this email into a LinkedIn post. Remember there is so much information online that anything factual you post will be new to many if not most people:
It's not about having all the information in one post, it's about having a relevant, informative post that people will read and find valuable.
And you don't have to come up with this topic yourself. Just subscribe to newsletters, emails, LinkedIn Groups, etc. Take some of this information that you find interesting for yourself. Rephrase it in your own words and post.
Now let’s create an example for a less sexy industry. Insurance. Arguably the most boring and archaic industry in the world. How would you create a post about the insurance industry every day? Not much changes...
First thing to do is subscribe to industry newsletters from major players like carriers, competitors, LinkedIn groups, conferences, etc.
For the purposes of this blog post I searched in Google News: “Commercial Insurance Industry Changes” and I found an article in NY Times about how climate change is making the wine business uninsurable. Here is a screenshot.
I might draft a post like the following using the information from this article.
You just need to add a little color by saying how it's going to impact people in the industry or why it's great. And that's the end of the post.
It prevents you from spending an infinite amount of time fabricating ideas of what to post about and gets you to focus on sharing timely, relevant information with your audience, not endless information that no one will read. Just choose a single point of interest and post.
All the information you could ever need is already ready. You just have to repackage it.
This means creating content for one specific prospect. Posting it to your feed and then waiting to see what happens. The best tool for this is Loom. No comparison. Record your screen while having your face in a circle at the bottom.
Ideally you want to make a video with your face in it, but it could be written with or without imagery. No matter what it can only be about one company and only one company can be tagged.
Once the content is created you need to post it in-feed for all to see. That’s why it’s important it has value for all your followers and connections.
The topics should always and I mean ALWAYS be positive. Bordering on being too positive and supportive of the company. We’ve tried it all, negative, good and bad, but overly positive always performs better. Think about it logically… Would you share something with your entire audience if it was anything but positive? No. Neither would we. But something positive?? Oh hell yeah. I’m sharing that big time.
These people are sharing this information because it has high levels of Social Currency and they want to share cash in on this currency to seem cool. Classic lessons taught in the book Contagious.
If you're not a content creator, or “can’t figure out what to post about” do this:
Find something interesting and timely that's been published by or about this company in some sort of press release, blog or even a YouTube video. Then tag the company, link the content, applaud the company for their accomplishment, and provide a bit of expert knowledge and strategic opinion that others would benefit from. Done.
What’s really important is the way you make a thumbnail and how you pin it to your Featured Content. More on the strategy of building out your LinkedIn profile here.
Only tagging one company makes the post about THEM. Even if other brands are mentioned, only tag the ONE company. Again, this falls back on the Costly Signaling Theory. More unique effort = more assigned value.
When you do that, it makes it ultra shareable for people that work at that company. Especially if they had something to do with the accomplishment. You just made them look good. Gave them Social Currency and they want everyone in their network to know it. Every time someone at the company likes and shares the post and they say something that means: “look at the great job I did”. After that all their connections at the company see they shared it. These people like it too and the spiderweb goes on.
What's unique about LinkedIn compared to Facebook or Instagram is that the people managing the LinkedIn company page are often the owners of the company. That's why this is so valuable. There's not a social media manager there. There might be somebody that's posting on the page. As the social media manager. But the owners of the company still see the engagement. They probably get sent the leads from LinkedIn as well. It's an important engagement for their company. So you get their eyeballs.
Now, we've tried tagging people that work at the company in these posts, but that doesn't work. It’s spammy. Just tag the company and wait for the company to share it is the right order of operations.
Once you’ve made a video about the company or posted about the company it's really easy to get connections with people that work there. Much more effective than reaching out with a cold connection request. More on growing your LinkedIn Connections and Followers can be found here.
One of the drawbacks with groups is you can't get into people's feed from a group post. Only hashtags that people follow will show up in your feed. This is the only purpose for LinkedIn hashtags that we can find.
If you use the hashtag #contentmarketing in a post about content marketing, you have a chance to get in the feed of people that follow #contentmarketing.
Also you can only get in people's feeds on mobile. It's so bizarre and I can't explain it, but we've never seen a hashtag that we follow in feed on desktop, only on mobile. Some of the stuff is really wonky with LinkedIn, but that's just the way it is.
How many hashtags should you use? We’ve tested this to death. Bigger is not better. Just make sure they're very applicable to your post. Just find the hashtags that work for your niche and ignore the others.
One more tip about selecting hashtags would be to choose ones that don’t have an extremely large follower count. Too much competition. Just like SEO. Focus on niche hashtags because there is less competition and you have a much greater chance of LinkedIn “trending” your post. Think about how many people are following #entrepreneurship. Millions. Your post will be white noise. But if you can find something like #localppc. Now I've got a pretty good chance of trending and getting into feeds.
Once you start posting consistently, you're gonna get a ton of connection requests. Most people see these as a nuisance or annoyance. we see them as the single biggest opportunity to grow your LinkedIn following. But you only get inbound contact when you are constantly posting. More on growing your following here.
After a full year of heavy LinkedIn posting you will no longer just be a handshake. The first thing people say is how much they love your content. When you meet a connection/follower in person they already know who you are, what you do, and that they like you. Every introduction becomes warm instantly. That’s what you’re shooting for with all this.
Start the way you mean to go.
If you decide to post every day, then post every day. Don’t go every day and then stop cold for a month. The frequency and growth strategy that you deploy needs to be something that you can sustain into the future. If that means once a week, great. Just be consistent and hold yourself accountable. A great tool to motivate yourself to get things done on time is betyou.ie/ or stickk.com. You bet yourself and others money that you will accomplish things when you say you will accomplish them. It’s effective because incentivized work is way more effective.