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Your Personal Content Strategy for LinkedIn

With around 38-39 million LinkedIn users in the United Kingdom—representing roughly 57% of the UK population and a staggering 85% of the working-age population—LinkedIn’s potential reach is undeniable. Around 25% of LinkedIn users check the platform daily, making it an invaluable tool for looking for work, consultancy or investment. But, like any powerful tool, LinkedIn must be used correctly to yield results. Otherwise, your posts may simply vanish into the digital ether, garnering little to no engagement.

One of the most effective ways to stand out on LinkedIn is through strong, consistent content. Yet, for most of us, the thought of crafting that first post can be intimidating. The pressure of feeling like you need to post can turn into a cycle of publishing just for the sake of it, instead of delivering value. The key? A clear, strategic approach to your content.

Here’s how you can develop a contemporary and effective LinkedIn content strategy in four easy steps.


Step One: Establish Your Brand Foundation

Before you even consider hitting “post,” take a moment to reflect and define your brand. A great way to do this is by answering these four essential questions:

  1. What is your area of expertise? Identify what makes you qualified and knowledgeable.
  2. What unique insights or perspectives can you offer? Think about how your experiences set you apart.
  3. Who is your target audience? Be clear about who you want to reach. Are you speaking to industry peers, potential employers, or future collaborators?
  4. What is your tone of voice? Consider how much of your authentic self you’re willing to show. Do you lean towards a professional, polished voice, or do you want to inject some personality and authenticity into your posts?

Defining these foundational elements will help keep your content focused and coherent.


Step Two: Establish Key Content Areas

Once your brand foundation is clear, it’s time to outline your content pillars. Aim for 3-6 key themes that align with your expertise and interests. Here are a few examples:

  1. Industry Insights: This is a rich area to own, especially if you’re currently job hunting or consulting. You could post about breaking industry news, make predictions, or analyse market trends. If you have compelling insights, people will take notice.
  2. Work and Team Updates: If you’re currently employed, showcase the innovative work you and your team are doing. Possible content could include sharing new methodologies, celebrating project wins, or discussing company culture and recent accolades.
  3. Digital Innovations: For those that are tech passionate, this pillar could focus on how emerging digital trends impact your field. Share educational content, insights from failures and wins, or thought leadership on the latest technological shifts.

Having these pillars not only simplifies content planning but also solidifies your brand as a thought leader in specific areas.


Step Three: Measure Your Success

If you’re just getting started on LinkedIn, you might want to build confidence by engaging with others first. Commenting on other people’s articles is a great way to dip your toes into the water. But eventually, you’ll need to take the plunge and publish your own posts or articles.

Setting your own KPIs can make this process feel less daunting. For example, commit to writing one article per month and leaving one comment per week. Make sure your targets are realistic—setting unattainable goals will lead to a  lack of follow-through.

As you post, track what works and what doesn’t. Engagement is key, so if someone comments on your post, reply thoughtfully. Tagging people can help expand your reach, and don’t forget to use relevant hashtags to increase visibility.

Step Four: Leverage AI Tools

Once you’ve crafted your content, tools like ChatGPT or Claude can be game-changers. Use them to check for spelling and grammar errors, brainstorm headline ideas, or even suggest alternative phrasing.

Do the thinking upfront and posting will definitely be easier going forward. And remember the delete button also exists!

Author

Suze Cook

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