In today’s digital landscape, LinkedIn is more than just a job board—it’s a powerful platform for thought leadership, networking, and business growth. If you’re looking to genuinely increase your visibility, it’s time to move past generic posts and strategically leverage the platform’s features. Here’s a blueprint for maximizing your impact.
1. Create Content for Your Audience Only
Success on LinkedIn isn’t about going “viral”; it’s about reaching the right people. Your content must be a valuable resource for a distinct audience.
- Focus on Relevance: Craft content that genuinely informs and is highly relevant to your audience’s needs and challenges. Think of your posts as offering knowledge & advice.
- Embrace Thought Leadership: Write consistently in your core subject area. This establishes you as an authority and makes your perspective valuable.
- Be a Contributor: Go beyond simple “Cute!” or “Congrats” comments. Post meaningful, insightful comments on others’ content to expand your network’s perception of your expertise.
- Have a Perspective: Your unique insights will be rewarded by the algorithm. Generic, AI-driven content is less likely to resonate.
- Adopt the 5:3:2 Rule: This content mix keeps your profile fresh and engaging:
- 5 Curated Posts: Share relevant content from others.
- 3 Created Posts: Your original content (e.g., articles, breakdowns, thoughts).
- 2 Personal Posts: Posts that show your human side (e.g., achievements, personal stories).
2. Leverage LinkedIn's Key Features
Moving beyond the standard feed post allows you to connect with your audience in more sustained and diverse ways.
Articles
Articles are essentially blog posts hosted natively on LinkedIn, offering permanence and depth to your content.
- Longevity: Articles stay on your profile indefinitely, providing a long-term resource for visitors.
- Flexibility: Post them as your personal profile or through a company page.
- Readability is Key: Make your article skimmable using bullet points, block quotes, and numbered lists.
- Visual Appeal: Use helpful graphics and embed videos to break up text and increase engagement.
Newsletters
For committed creators, Newsletters are a powerful tool to build a dedicated subscriber base.
- Build a Subscriber Base: Newsletters turn your articles into a recurring content product.
- Direct Delivery: Subscribers receive Push Notifications, in-app alerts, and email notifications for every new edition.
- Consistency Wins: Start with an announcement edition and establish a consistent publishing cadence.
- The Article Foundation: It is recommended to post articles for at least six months consistently before launching a newsletter to build up a body of work.
Carousels (PDFs)
These visually engaging, swipeable posts are essentially multi-page PDFs uploaded directly to a post, perfect for sharing step-by-step guides, summaries, or visually appealing data.
3. Mastering the Art of Posting
Beyond what you post, how you post significantly impacts your visibility.
Essential Posting Tips
- Post Natively: Upload videos and images directly to LinkedIn rather than using external links.
- Engage First: Spend 10 minutes engaging with others’ posts before you publish your own. This signals to the platform that you are an active member of the community.
- Leverage Tagging: Thoughtfully tag relevant individuals or companies to bring your post to their notice and their networks.
- Make Thoughtful Comments: Again, prioritize quality over quantity in your engagement.
4 Content Variety Checklist - Keep it interesting
To keep your feed dynamic and to maximize engagement, ensure a healthy mix of content types:
- Educational Content
- Personal Stories
- Achievements & Milestones
- Workflows and Process Breakdowns
- Industry News
- Videos
- PDFs (as Carousels)
- Hooks & CTAs
- Polls & Questions
By consistently applying these strategies, you’ll not only increase your visibility but also solidify your position as a valuable voice in your industry.
Other Helpful Resources
