How to Write great content on LinkedIn

How to write great content on LinkedIn

To really succeed on LinkedIn, you need to write great content!

I know it sounds simple but it’s actually quite easy to overlook quality for the sake of quantity.

People often ask me ‘How often should I post on LinkedIn?’. I always reply – ‘As often as you can create great content on LinkedIn’!

So, on LinkedIn, what is ‘great content’? Great content has the following features:

  1. It is relevant to your audience
  2. It adds value
  3. It evokes emotion
  4. It resonates with the reader
  5. It talks about only one thing
Great Content

1) Great content is relevant to your audience

I’m a LinkedIn trainer.  People read my content on LinkedIn because they want to learn about LinkedIn. If I started posting content about ‘How to upload photos to YouTube’ or ‘How Pinterest is the next big thing’, it’s likely I would lose you. You want to learn about LinkedIn and that’s why you read my content, (thankyou by the way!).  

2) Content should add value to your reader

Whether you are teaching your audience something, making them laugh or encouraging them think in a different way, you’re adding value to their lives. Whenever you create a piece of content, ask yourself what value this adds your audience’s lives. Even if it’s something small, try to make a tiny change in people’s lives with every post you write.

3) If your content evokes an emotion in your reader – it’s great content!

Making your audience FEEL something is vital to producing great content. Paraphrasing Maya Angelou: People won’t remember what you said or did – they will remember how you made them feel.
It doesn’t matter WHAT you made them feel, just as long as they feel something! So you don’t need to start writing jokes about seo, or telling sad, emotive stories in your posts about financial advice, it could be ‘Aha, I didn’t know that!’ or ‘that’s interesting’ Stir something in your audience and they will remember.

4) Great content resonates with your audience

How often have you seen or read something and you get that feeling of ‘familiarity’? You really understand what the article is ‘talking about’. That, my friend is because what you have just read truly resonates with you.  If you can produce content which resonates with your reader you are on the way to creating yourself a real fan, someone who will want to read all your posts!

5) Talk about ONE thing!
Don’t confuse your audience by trying to pack too much into one post. LinkedIn is moving fast, the people that are ‘on’ LinkedIn are moving fast. They don’t have time to consume huge tomes of long articles about different subjects. Focusing each post about ONE thing will increase the readability of your content.

If you start producing content which consistently does these 5 things, you are well on your way to increasing your LinkedIn audience. A bigger audience can only lead to one thing – more sales! I’m not saying it’s the only thing but it’s certainly a key factor in successfully leveraging LinkedIn to grow your business!

So there you go my lovely LinkedIn learner – 5 top tips for creating great content!  So what are you waiting for? Open that word doc and get creating!


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Ditch the dull keynote speeches in favour of fun-filled, laughter-inducing groups and seminars that get the audience involved from the get-go.

I’m bubbly and vivacious by nature, which you’ll find out in my presentations. 

I strive to appeal to those across sectors and disciplines, whether it be to those in more traditional professional roles, such as senior executive management, or those who are solopreneurs, freelancers or working in creative industries.

I ended up leaving my day job behind and achieved a diploma in Social Media Marketing. I set up Sarah Clay Social to help businesses promote themselves on social media. While using various platforms to promote my business, one stood out – LinkedIn. I seemed to attract new clients without really trying. All without a cheesy sales pitch and just by being myself. 

I was astonished by the success I had with LinkedIn and couldn’t get over how handy my childhood techniques had been. I realised that all the tools I’d learnt as a child were immensely useful! Soon after, I realised that other business owners weren’t using LinkedIn to its fullest potential. 

That’s why I’ve made it my mission to help business owners, just like you, harness the power of LinkedIn and be more successful in business.

Are you ready to leverage LinkedIn’s potential?