LinkedIn for Influencers: Creating Content

When I first started as an influencer I had SO much I wanted to say, but I didn’t know where to start. So, I said it all, everywhere. It was a hot mess to say the least. But after almost a decade I finally understand the language of each platform and how to communicate on them which is exactly what we’re going to get into today.

So for those that don’t know, not every piece of content you create will work for every platform. Annoying, I know. BUT that doesn’t mean you have to spend hours upon hours making totally new content for Instagram, Facebook, TikTok, Pinterest, Snapchat, and LinkedIn… It just means you have to know how to use what you already have to meet the expectation of the platform you’re posting on.

Since we’re talking about LinkedIn that’s what we’re going to focus on, but here are more posts that talk about recycling content: How I Create Blog Content in 3 Steps, How to Create Content 5 Days a Week, How to Save Time on New Blog Content.

Content for LinkedIn

The one feature that LinkedIn has that no other platform does is the ability to create long-form content. Not only does LinkedIn support long-form content but it encourages it. Every other app people’s attention spans are 15-60 seconds max, but not on LinkedIn. Because of this, you’re given more of an opportunity to get your message across and convert your audience.

Not to mention you have more time for your content to be seen. It’s far more accepted to be hanging out on LinkedIn at work than Instagram or TikTok because of its professional nature. In some cases people will literally have LinkedIn open all day, especially if they’re in some type of recruiting or market research position.

With that said, you want to take into consideration who you’re talking to. The dialogue you have on Instagram is going to be way different than on LinkedIn – it’s a different demographic. On LinkedIn you’re talking to working professionals, execs, CEOs, admins, etc.

So, you want to think about what language execs use. What content would resonate with them yet is office appropriate? … meaning if their boss caught them reading an article on LinkedIn, they would be rewarded not reprimanded. For example, “Halloween Costume Ideas that are the Perfect Amount of Sexy” is not something you want to put on LinkedIn but “5 Office Appropriate Halloween Costumes” is. It’s essentially the same content, marketed in a different way, a way that’s LinkedIn approved.

1. Articles

LinkedIn actually has a place for you to publish blog posts or “articles” as they call them, and boy oh boy do people love their articles. Some of you may be thinking ‘Why not just write a post directing people to your blog post?’ You could absolutely do that, which is what I do from time to time, but it’s easier to get people to read something within the app as opposed to directing them somewhere else, especially if they’re at work consuming your content. linkedin.com is more accepted in the workplace than notanotherblonde.com, you know what I mean?

As an influencer on LinkedIn your goal is to make people’s lives easier not more difficult, even if that means something as simple as publishing content inside LinkedIn versus outside. Plus, publishing LinkedIn articles increases the chances of your post being seen by more people. You also get more engagement such as “likes”, “shares”, and “follows” because LinkedIn lets you see your connections’ “recent activity” aka what posts they’re engaging with.

2. Status updates

Status updates is the place for those personal and professional achievements we talked about earlier. Now, unless your business is related to fitness, you probably don’t want to share that you lost 50lbs in a year – that isn’t really LinkedIn appropriate.

But you do want to share things like your business being acquired by another business, reaching your monthly quota, exceeding your Q1 sales, getting a new job, starting a new business, landing your dream collab, etc. People on LinkedIn love to celebrate in your professional accomplishments.

3. Photos

As you probably could have guessed, LinkedIn “updates” that include photos typically out perform those that don’t. Why? People are visual! They want to see what you’re talking about – what it looks like, how you’re doing it, and who’s with you.

For example, let’s say you got a new job. You could post a status update sharing your big news plus a selfie in your new office or maybe a picture of you shaking hands with your new boss. Images always help paint a better picture.

4. Hashtags

LinkedIn is the one place where #hashtags still have major power. A post can go viral because of the hashtag it uses. Remember when it was like that on Instagram? Those were the days…

Unlike Instagram, you don’t want to load up on 15+ hashtags in your LinkedIn post. You want to use a more subtle approach and kind of sprinkle them throughout your message.

For example, if you’re a travel blogger instead of posting something like:

“I can’t believe I was able to travel to Europe for less than $2,000! Download my free guide to learn how I did it! #travel #travelblogger #blogger #europeanvacation #vacay #free #download #europe #travelonabudget #budgeting #travelhacks #learnhow #howto #traveltips #travelexpert #worldtraveler”

on LinkedIn you want to post something like:

“I can’t believe I was able to #travel to Europe for less than $200! Download my #freeguide to learn how I did it! #travelhacks #freedownload #travelinfluencer”

…and that’s it! Keep it simple, to the point, and light on the hashtags. That’s really all you need.

Do you like this LinkedIn for Influencers mini series?! Let me know in the comments below! I’d love to hear your feedback.

P.s. Make sure you check out part 1 of LinkedIn for Influencers HERE – it’s filled with so many tips!