Content Creation

Coming up with ideas for content can be challenging, but once you have a process in place it does become easier.

When creating content for LinkedIn or any platform for that matter, the overall aim is to become 'top of mind', the go-to person in your niche if you like.

You can do this by producing content that answers the questions of your target audience. You can do this in writing, video or in whatever format you please. It is the content that is of importance, not necessarily the format.

It's no mean feat, but once you get it right you will reap the rewards.

The great thing about LinkedIn, is that for many of us, our target audience is already there just waiting for us to provide the content they are looking for, it's just that we have not met them yet (or we have not produced the answer to their questions or joined the conversation they have been having in their head).

Comment Gold Mining

I have already mentioned the importance of engagement and that you can get excellent ideas for your posts from the comments section.

Here is one of my first posts on LinkedIn that was inspired by someone else's post and the comments:

I used this later on as a video and a blog post (see more in the REPURPOSING CONTENT section).

The comments are not only a great place for inspiration but also RESEARCH into what your target audience is looking for, the issues they are struggling with and the solution you could potentially provide.

Social listening is an extremely important part of social media. There are plenty of tools available to help businesses analyze data and monitor digital conversations, but none can be more powerful than being a part of the conversation itself. Linkedin can be a great (and free) resource.

Be inspired by the ordinary

Anecdotal storytelling is my best tool. I love it. I like to turn everyday stories, things that actually happen to me into business, life or copywriting lessons. I have written about this quite extensively, especially in The Utterly Compelling Email Copywriter & Storyteller course.

The great thing about it is, it really is not hard to do once you get the hang of it. It is simply a matter of observing an everyday occurrence and seeing if you can make a story out of it.

You can start right now - start making a list of everyday things from going to the shop to making a cup of tea, what happened, can you make an analogy out of it, or find a business or life lesson?

You might be surprised at what you come up with once you start.

Use a Content CalendarA content calendar is a tool commonly used by social media managers to plan their content in advance. Having a content calendar is a great way to come up with fresh and relevant ideas for your content.

You don't have to buy one, you can simply search the internet for the free ones that list national holidays, anniversaries, special dates etc.You don’t have to use it every day but it’s worth reviewing in advance to see if there are any special dates, anniversaries or events that you can write about in the weeks or months ahead. In any event, they can be a great source of inspiration, and some of the dates will be relevant to your brand.

Which brings me on nicely to my next tip:

Be relevant

Is there a story in the news that everyone is talking about right now? Can you add your own perspective on it, share your thoughts, ask other people for their opinion? As long as it's not too controversial or a subject that is going to intentionally upset others then it's a strategy worth applying once in a while, especially if it is relevant to your brand in some way.

Note: Copywriters often latch on to current events when writing curiosity type headlines for email subject lines and other content. Press releases also often use current affairs to launch brands, news etc.

Be your own PR!

Done well it can be extremely effective.

Edutain!

Don't be afraid to add some humour to your posts

LinkedIn is no longer the stuffy social media channel it once was, you can certainly add some entertainment to your posts, after all, that is the point. I like to refer to it as edutainment - some call it infotainment. Whatever it is, it works.

Here is a post that while on the face of it has a humorous element, it also poses a relevant business question:

Document your journey

What’s going on with you right now?Are you looking for a new opportunity, founding an exciting start-up, going through a new phase in your professional life you can share?Documenting your journey and the things you learn and experience along the way can be very powerful, not just for helping those in your network, but for empowering and inspiring you as well.

What's more, you might just find your next team member - or an angel investor!You can document your story with written posts, pictures, videos or memes. Whatever best works for you personally.

Oh - and don't forget to celebrate your wins!Tell your unique storyWe all have stories. In fact, our lives are made up of stories.We have all had experiences good and bad and we all have different perspectives on our experiences.Share them with the world.What did you learn?

Did it help you become who you are today?

Can you share something that might be of help to others?

Think about a job offer you got turned down for, what you learned, and why it turned out to be the best thing as it led you to greater opportunity.

These type of stories can be incredibly powerful on LinkedIn and can help you grow your tribe.

They can also be tedious and easy to spot when people overdo them - after all - although we all have extraordinary and unique experiences, there is a limit.

Having said that, rags to riches stories are incredibly powerful. They form part of the Hero's Journey. I cover more about this in The Utterly Compelling Email Copywriter & Storyteller course, but for now, all you need to know is that these type of stories are archetypes which have been compelling us for aeons.

‘How to’ Posts & Top Tips

‘How to’ posts win the internet (along with cats). And for good reason.

Because they are useful!At the end of the day, the internet is primarily a research tool.LinkedIn is no different. People are hungry for knowledge that can help them, and everyone knows something someone else does not.So don't be afraid to share what you know.

Don't fall prey to the 'curse of knowledge' where just because you know it, doesn't mean everyone does. You will be surprised at the depth of knowledge you have that others don't. We are all always learning, and nobody knows everything.

Don’t be afraid to be differentIn this day and age, what is different anyway?Thought provoking content is valuable to others as it lets them explore their own insights and thoughts on a subject.

Many times I have read a post and it has helped me to explore other perspectives, see things from a different point of view, and helped generate ideas for my own content.

Is there something you can relay in a unique and compelling way, add a different perspective, come at from a completely unexpected angle?

I bet there is.

Have a think about it.

And so to prove a point - I even wrote a post about it.

Netflix and chillDid you watch the TV last night, your favourite Netflix show perhaps? Did you read a book, listen to a podcast, read an interesting article online or in your favourite magazine or newspaper?Well, guess what. Just like you lapped it up, maybe your audience would like it too.You can either get great ideas from these sources or alternatively write a post or do a quick video about what you thought, what you learned and whether or not you would recommend it to others.

Content curation is not just for blog posts and articles - share what you learn and love via other mediums with your network.

You could write a post about your favourite business podcasts and why you love them, a film you watched and why you liked it - what did it teach you, what can others learn from it, have other people seen it, what was the lesson from a character?

Don't think you can write about films on LinkedIn? Oh yes, you can:

You're history!

At the moment you are certainly part of it,

You see, we are all standing on the shoulders of giants. There is not a single idea you have ever had that has not been thought of in some other shape or form before.We are perpetually regenerating the ideas of our ancestors.Using history as a starting point or re-telling historical stories and applying a practical perspective is incredibly compelling.I use historical stories. A lot. I even use one in my profile summary.It’s not like we are going to run out of them any time soon either, as history is being created right now, right at this very moment. That's why I said 'you're history'.

So let's start creating our legacy.

Here is one of my historical stories:I also like to draw inspiration from the Classics, or stories I was read as a child. It can be really effective, and what's more, it's great fun to do.

SOME OTHER TIPS TO HELP WITH YOUR CONTENT:

Be consistentThere is no such thing as overnight success, and with content creation, it really is a slow burn. But be patient, consistent and keep up the quality and the results will surely come.

Consistency really is key. You do have to show up, even when you don't feel like it. Don’t have a flurry of activity one minute and then never be seen again for months on end. A well-planned content schedule will help you with this task.

Mix it up!

You don't have to write the same thing day in, day out. I have said it before and I will say it again. Mix it up a little. Your audience will appreciate it.

Start your own hashtag

How about having a regular feature each week, or a subject you write about? Every Wednesday I post wordsmith type posts and so I created my own hashtag #WordsmithWednesday.

Same with #LITop10 and #LITop20. There is absolutely nothing stopping you creating your own. Followers can be leaders too!

Create more than you consume

One thing that is similar with all top content creators is that they create more than they consume. Of course, you need to consume content to learn and get ideas, but it should never be to the detriment or get in the way of you creating content yourself. This really is key. Like anything, the more you do, the better you get.

Relax

I get my best ideas when I am relaxing. Some people get their best ideas when they are in the shower, or out walking, or playing their favourite sport. It's when your mind has time to relax that you often come up with the best ideas.

So make the time to relax. You will find your creativity increases when you take time out.

And finally...

Feel the fear and do it anyway!

This was, in fact, the title of a book by the now late Susan Jeffers. I use it here as I think it is relevant. Sometimes we simply don't know how our content is going to be perceived or received, but I do know this - nothing bold or magnificent is built on fear!