Once you’ve optimised your LinkedIn profile and you are starting to build a highly targeted network of connections, it's time to craft your content.
BUT the question I’m most frequently asked is:
“Amanda, what do I share?”
For anyone using LinkedIn to build their professional brand this article gives you 65 ideas to run with.
Best of all they won’t take long to write. Read them all as there’s a crucial time-saving tip hidden amongst them!
First of all, I have categorised the different posts into 6 sections. It’s important to ring the changes when it comes to sharing posts.
Here are the categories:
1. Questions posts
2. Action posts
3. Information posts
4. Sociable posts
5. Promotional posts
6. Collaborative posts
Rotate posts from different categories throughout the month to add variety to your content. Some will be a short phrase; others will be several paragraphs. Keep sentences and paragraphs short to hold the readers’ attention. Always reread your update before you press post as a sanity check and for typos.
Asking your audience a question is one of the best ways to increase engagement.
1. Question your audience poll or image
You have the option of using the poll option on the post to ask you audience to select 1 of up to 4 options. Once the person votes they see the results.
Alternatively, you could post an image with two or more options for people to comment on.
2. Survey style post
Ask you question and then simply list the choices. This isn’t as eye-catching as a poll or an image question, but is quick to craft.
3. Open–ended questions
Drawing a response by asking an open-ended question requires more thought by the reader and may therefore lead to fewer responses. Remember attention spans are very low. Research says shorter than a goldfish.
4. Big dream question
This could be a professional or personal dream. I’m
5. Questions – what's not talked about
Are there topics in your industry that people avoid? If you want to create a stir, ask those difficult questions no-one else poses.
6. How to tips
Help the reader with some actionable tip they can implement in their professional or personal life which can be done in just a few minutes. For example, how to craft a killer blog post title, how to organise your emails, how to keep passwords secure, etc.
7. Motivational tips
Inspirational quotes make good image posts. Use Canva to create them. Avoid over-used quotes and equally those which a rather obscure as you are trying to engage your audience. Maybe invite readers to agree or disagree with the quote.
8. Repurpose a blog
You’ve spent hours writing a blog, share one of the key pieces of information from it in the post. Remember you can keep sharing a link to a blog post multiple times.
Top tip: Put the link in the first comment not in the body of the post.
9. Bite-sized content
Short, sweet pieces of advice go down well. How about: “Something I learnt from bitter experience: Never send an email when you’re angry”
10. Equation Post
Create an equation to illustrate a point:
Task + Level of Importance + Time required = Perfect To-Do List
This would make a great image post created on Canva.
There was a time on social media when it seemed like every other post was a quote. The trend seems to have abated, therefore it’s probably time to drop in a quote from time to time. With 65 ideas on this list,
12. Lists of tips
Lists are still some of the most useful posts; Top 10 Accounting Firms, 20 most–visited tourist spots, 6 apps for smartphone video editing, etc.
13. Share a plan or step-by-step guide
You might need to add a PDF to this post as well as a comment. A step-by-step guide to the iOS14 implications would be useful advice for anyone involved in paid online advertising.
14. Do's and Don'ts
Finding out the pitfalls of choosing a certain path before you start is worthwhile. A ‘Do’s and Don’ts’ post introduces the key things to avoid and those to embrace on a particular topic.
15. Fill in the blank
Tricky to post without looking trivial, but worth considering particularly if your posts tend to be quite heavyweight. Here’s an example:
“If I could snap my fingers and be CEO of any company, I'd be CEO of __________.”
16. Advice on what we should stop doing
Although we don’t always like to be told what to do, sometimes it’s for our own good. If there is one thing you know people should cease, then this post is for you.
17. Advice on what we should start doing
This topic is easier to create. Whether it’s “Write a will”, “Do your accounts on time” or “Drink more water”, we all have particular essential pieces of advice we are always sharing that we know people need reminding of.
Do you have a podcast you would recommend to your audience? Share a link to one of the platforms it’s broadcast on and include why you subscribe to it.
19. Share resources
If you have useful resources people can download from a link, share them. They can either be open to download or gated, where the visitor needs to enter their email address to receive them. (Put the link in the first comment, so that the algorithm doesn’t penalise you.)
20. Log a project in parts
If you are beginning a new project (professional or personal) share a series of posts on the progress. This might be an office relocation or refurbishment, product development, redesign of a website, or creation of some training.
A critique is an expert’s evaluation of a subject-matter. It provides a critical assessment of a topic from a specialist’s viewpoint. This type of post will make you stand out as an authority on the subject. A review, on the other hand, is a more subjective analysis.
22. PDF presentation
Have you slaved over making a brochure? Turn it into a PDF and share it on your newsfeed.
A single tip which is a quick win is a welcome post. I’m often sharing my advice to use Designrr for creating an eBook from a series of blog posts.
24. Roundup of an event
Write up what you learnt at a recent event and publish it as a blog post which you can summarise in a post.
When you hit a milestone, celebrate it on LinkedIn. I saw someone share they had reached 400 connections!
26. Compare and contrast
Helpful comparisons of software, products, and processes provide the reader with value. For example, a post might compare Zoom with Teams, or provide a price comparison between different email service providers.
27. Industry data
For the numbers-orientated quote statistics to back up your argument. A “did you know” post will get attention.
28. Industry news
Scan the media for industry news which enriches readers’ understanding of a particular topic. Set up Google Alerts for relevant search terms and have the results delivered to your email inbox daily or weekly. Read the websites of trade journals, associations and magazines for inspiration.
A review of a tool (usually a piece of software) which you use every day makes for a useful post. You can append a question such as: “Do you use this tool?” or “Do you have alternative ideas for….”
30. Book review
Share your latest book. It can be either non-fiction or fiction. Add in what you enjoyed or found most useful, and what was less successful.
31. Upcoming Clubhouse Room notification
I’m on Clubhouse every day. Each scheduled Room has a link you can share on LinkedIn to encourage people to join in the discussion.
32. Misconception in your industry
Myth busters about your industry can help to overcome objections. – accountants are boring
A time-saving tips is to repost an old post. No-one will remember what you posted 6 months (or even 3 months) ago. If you post 4 times a week, these 65 posts will last you 4 months! Simply rinse and repeat (remember to update the news posts!)
If you have read several articles or blog posts on the same topic from different sources, summarise your findings by curating a post and tag the authors you read.
Set out a process for a common task you do repeatedly which you have found a time-saving hack for.
Create an infographic using Canva and share as an image. These are eye-catching and simplify data, timelines, or processes. Use a skyscraper rectangle to take up
Share a conversation you have had with a friend, colleague or associate. This is rather an unusual suggestion but if the topic sparks interest, then it’s worth a share.
38. Core values
What makes you tick? Sharing your core values shows your connections your founding principles. Whether it’s supporting a cause or donating to a charity, standing up for a minority group or demonstrating your authenticity, communicating your passion will open the window on your values.
39. Behind the scenes
People are inherently nosy. If you have an interesting workplace or process, eclectic artwork on your office wall or simply a messy desk, you can create a post to show some personality.
40. Personal post
What interests to you have outside the workplace which are personal but not private that add to your character? I’m not one for sharing too much of my personal life but you may have hobbies and pastimes which directly relate to your brand.
41. Interview a team member, partner or client
A short Q&A makes for a longer but more interesting post, particularly if you can share photos of who you are talking to. Better still record a video of the interview.
42. Share a difficulty you have overcome
We have all faced difficulties over the years in our personal lives. Showing how you have outcome adversity reveals interesting insights into your character which people might not be aware of.
43. Productivity tip
Time saving hacks are always welcome nuggets your audience can take and implement quickly helping them to run their home and work lives more efficiently.
44. Morning routine
This is a fashionable topic and seems to capture people’s attention. Do you have a morning routine with a difference, do you struggle to stick to a beneficial routine or are you trying to change your habits? All these make for engaging posts even though it might take a little while to write.
45. If Post
Write a post which speculates what you might do or how you might react in a particular circumstance. This is a favourite question for podcasters to ask their guests: “If you only had £/$ X, what business would you start?”
46. Win of the week
This type of post is hard to write without sounding big-headed and full of yourself, so stick to light-hearted wins unless of course you’ve won an award! Then go for it.
47. Biggest challenge of the week
Showing vulnerability is a trait which shows you as human. None of us know everything and I know I have daily frustrations which are challenging. Asking for help is a sign of strength, not weakness. Share what’s been irking you this week.
48. Throwback Post
Another question favoured by podcast hosts, is “What piece of advice would you give your 20-year-old self?” Maybe you could look back 5,10, 20 years and craft a post which shows what you were doing back then added to who you are now. This could be a personal or professional experience which moved the needle for you.
Related to tip #48, share a potted history of your life, key events which impacted where you are today.
Stories are key to being memorable. It’s much easier to remember a story as opposed to a series of facts. A story might be about you, a colleague, family member or simple someone who inspired you. It also might be about a place you visited. Like all stories, it needs a beginning, middle and end.
51. Predict the future
In a fast-paced world, it’s hard to keep on top of trends. Maybe you have plans for how your world will evolve in the coming month and years. Your predictions may relate to your work life or your personal situation.
Who, what or where inspires you? We are often inspired by people, places and events which are nothing to do with work. Share something that has uplifted you recently.
53. Promote your product or services
Promotional posts should be used with care. Remember LinkedIn is online networking not a place to pitch. Therefore, your promotional posts mentioning your products or services need to be crafted with care.
54. Company news
Does your company have a new office, new team member or event? Share the news adding in a comment and how the reader can find out more information.
55. FOMO post
If you have a limited supply of your product, a sale or a time-limited offer, give readers a reason to act now.
56. Customer use of your product or service
Post about how you work with clients or how someone used your product to solve a particular problem.
Testimonials and recommendations are a great form of social proof. You could screenshot a LinkedIn recommendation or Trustpilot review and add it to your post as an image.
58. Persuasive post
Whether it’s coaching, accountancy services, food, engineering, your product or service transforms the buyer in some way, shape or form. Explain in a post the transformation you provide. Remember customers are motivated by making or saving money, saving time, finding love and looking good! Not easy to weave into some LinkedIn posts.
59. FAQ post
The answers to frequently asked questions are a great way for you to explain the features and benefits of your offer. It might be something about the length of a guarantee, the time it takes to set up, the ease of implementation, the number of units in a training session.
In LinkedIn posts you can tag (@ mention) a person or company. This turns the name blue and is clickable. The person will receive a notification that they have been tagged and the admins of the company page will receive a notification indicating the company has been tagged.
60. Co-host a post
Leverage your colleague or connections’ network by crafting a post together. You both/all post the same information and tag each other in the post.
For example, you may have been on a panel. Your post could tag the other panelists with a comment on how the panel discussion was received.
Here’s the hidden tip:
Use the LinkedIn posts you have created using these ideas for Facebook posts, Tweets, and on Instagram. Use these ideas for your Stories and for LinkedIn articles.
61. Share content from your company page
If your company has a LinkedIn manager, share the latest post from the LinkedIn company page. This is an efficient way to post if you are particularly busy.
62. Tag companies
You are also able to tag companies you don’t work for. I recommend sharing what you discovered from their website, blog or LinkedIn post and why you found it useful.
63. Tag people you admire
This could appear a little cheesy, so use with care and make sure the post is relevant to the person you tagged as well as to your audience.
64. Reconnect post
If you’ve lost touch with a connection and need to rekindle the relationship, craft a post which authentically mentions them. If you are bold, you could simply call them out asking for a comment but beware they may not respond!
65. Thoughts on someone’s content
If you have found a post, article, blog, or any other media valuable in any way, mention them in your commentary.
Once you have crafted the text for your post:
- Save it on a Word document or Excel spreadsheet (or on your scheduling platform, such as Hootsuite)
- Make a note of any link needed to support the post.
- Find an image, PDF or video to accompany your post.
- Connect with me on LinkedIn and read my latest content