Social Media Content Strategies

Measuring the ROI of an individual piece of content (like this LinkedIn video, for instance) is not only a huge waste of time, it’s flat out not accurate. Here’s what to do instead: 1. When it comes to “ROI”, focus on measuring the ROI of the *channel* instead of each individual piece of content. You don’t attribute the “ROI” of your results at the gym all to that 1 set of biceps curls you did 3 months ago. It makes no sense. But that’s effectively what B2B marketers try to do with content. Instead, recognize that the impact is based on the *accumulation* of consistent high quality activities executed over a sustained period of time. It’s easy to see that it’s more appropriate to attribute the “ROI” of your bicep results to all of the sets of bicep curls you’ve done in life, instead of a single set. You can do the same when measuring the success of content - measure the “ROI” based on the channel/activity. For create demand channels, use self-reported attribution.  For capture demand channels, use software-based attribution. Using this method, we’ve attributed $7.3MM ARR to our podcast and $5.1MM ARR to LinkedIn. It sounds simple, because it is. 2. THEN, when it comes to optimizing your content strategy, focus on measuring the *quality* of the activity (e.g. comments, engagement from target customers, DMs received, etc.). In the gym, you can measure what type of bicep curl you did, how much weight you used, and how many reps. This isn’t about attribute “ROI” but instead about measuring the *quality* of the activity. You can do the same with content: You can read all of the comments & who wrote them (qualitative), you can listen to what people say in the DMs or on Sales calls (qualitative), you can measure engagement like “views” or “likes”. These signals help you optimize the activity - what topics resonate with my audience? what is the best time to post? how frequently should I post? Does video or text work better? - You get answers to important questions, but it has nothing to do with proving or measuring “ROI”. ___ The whole mindset of measuring the “ROI” of a single piece of content persists from old thinking from the days of blogs and gated e-books in the early 2010s. That’s almost a decade ago. When people went into the office, used a desktop computer and consumed content offline in PDF format. Things change. In today’s World, it’s time to focus on the bigger picture. STOP trying to prove the “ROI” of each individual piece of content. Instead, understand that the results are built through the accumulation of tons of content & touch points over a sustained period of time. START measuring the “ROI” of each channel overall instead of by each individual blog or video. #demand #marketing #b2b #sales #content

Imagine you’re training for your best 10K—not running or lifting every single day, but hitting peak workouts 3–4 times a week. Which gets better results: always on mediocrity or a few powerful, focused, intense sessions? Your LinkedIn content strategy works the same way. The temptation is to crank out 7–10 posts a week. More shots on goal, right? Except the data says otherwise: • Consistency matters more than sheer volume. Posting 3–5 times weekly drives ~78% more engagement than irregular posting. But pushing content every day often leads to rushed ideas, weaker storytelling, and audience fatigue. • Quality is king. A thoughtful post beats a dozen throwaways. One law firm shifted from daily posts to two crafted posts per week and saw stronger, lasting engagement. • The sweet spot is 2–5 posts per week. That’s the range recommended by the The Influencer Marketing Factory - Influencer Marketing Agency in their 2025 LinkedIn report, echoed by Business Insider. More than that, and your best insights may risk getting buried by your own content. • Timing still matters. Tuesday–Thursday mid-mornings remain the strongest windows. Pair that with formats LinkedIn rewards: carousel PDFs (I still struggle with these, ugh), storytelling text posts, video, punchy bulleted breakdowns with context. Think of it like fitness. A few intense, intentional workouts each week usually deliver more gains than seven half-hearted flat terrain jogs. Same with LinkedIn: 3-4 posts where you really flex your insight, tell a story, and engage will outperform daily generic filler every time. And here’s the PR lesson: Reputation isn’t built by volume; it’s built by moments that truly matter to your target constitifencies. High-quality posts are your reputation reps. They shape the narrative others remember, share, and trust. Fewer, better posts win. Now off for some morning hill sprints too?! 😉

Quality over quantity matters on LinkedIn, and now I have the data to prove it. We started working with a client 7 months ago to build out their organizational thought leadership on their company's LinkedIn page. The first 6 months, we posted almost daily. They are industry experts and have a TON of valuable content at their finger tips. But due to the depth of the content and time it took to create these high-value daily posts, our team was starting to feel overwhelmed. We went to the client and transparently shared this with them and offered two solutions: 1) Increase the retainer to get more support to keep up with the daily posts, or 2) Keep the retainer as-is but reduce the # of posts to 2-3 per week. The client opted for the second option, and now I'm really glad they did. I was concerned that after months of daily posting, we'd see a significant drop in impressions and engagement, but the OPPOSITE happened. Even though posting frequency declined from 5 posts per week to 3 posts per week, the average impressions DOUBLED. Why?? Because with fewer posts now appearing in the feed, older posts are having a longer shelf life, gaining more traction, and leading to increased impressions over time. They are getting more time to shine. ☀️ TLDR: Posting for the sake of posting isn’t the goal—visibility and engagement are. Sometimes, less is actually more. If you’re feeling the pressure to post daily, this is your permission to step back and focus on quality over quantity. Your best content deserves time to breathe—and your audience will thank you for it. Have you experimented with posting less? What results have you seen?

want to know the dirty little secret about trend forecasting? while everyone's obsessing over what's "next," the real innovators are already capitalizing on what's here. i've spent weeks analyzing reports from YouTube, Meta, Spotify, and others. here's what's actually changing (and what's just recycled thinking): 3 massive shifts happening RIGHT NOW: 1. emotional depth revolution ↳ gen Z isn't asking for personalization, they're demanding real connection ↳ example: patagonia turning product repairs into community narratives 2. AI moving from behind the scenes to center stage ↳ we're shifting from AI-powered to AI-partnered ↳ brands winning: look at snapchat's AI characters giving style advice 3. hybridized experiences taking over ↳ physical spaces becoming content studios ↳ digital/physical divide? it's already disappearing bottom line: 2025's "trends" are unfolding in today's consumer behavior. the most successful brands aren't waiting for tomorrow - they're acting on the patterns hiding in plain sight. question is: what signal are you seeing today that you can act on while others are still planning for tomorrow? #FutureOfBusiness #Innovation #DigitalTransformation #MarketingStrategy #Leadership

"Post every day or you'll fail!" - The biggest myth in social media. Let me share a real client story that might change your perspective... One of my tech startup clients was exhausted creating daily content. Their team was burning out, quality was dropping, and engagement was flat. The solution we implemented? LESS content, MORE impact. Here's what we did: * Cut posting from 7x to 3x per week * Invested that extra time in research & storytelling * Focused on solving specific audience pain points The Results (30 days) * Engagement: Up 2X * Saved: 15 hours/week * Team stress: Down significantly * Comments quality: Dramatically improved Your audience craves quality over quantity. They'd rather see three posts that genuinely help them than seven that just add to the noise.  Think about it would you rather have 100 surface-level conversations or 10 meaningful ones that lead to real relationships? #ContentStrategy #SocialMediaMarketing #DigitalMarketing #LinkedInTips #MarketingStrategy #StartupLife #ProductMarketing

Feeling stuck? 😩 Growth on social doesn’t have to be scary or complicated. Oftentimes, it’s about tweaking a few basics: 1️⃣ You’re Posting… But Not Strategically Posting frequently is important, but if your content doesn’t align with your audience’s needs, it won’t get traction. Think quality over quantity—each post should offer value and speak directly to your audience’s pain points. 2️⃣ Your Profile Isn’t Fully Optimized A vague or cluttered bio is a missed opportunity. Make sure your bio clearly states who you serve, the problem you solve, and a call to action. Don’t forget to use searchable keywords! 3️⃣ You’re Not Speaking Their Language If your posts don’t sound like how your audience speaks or thinks, they won’t feel connected. Research the terms, slang, and tone your audience uses, and mirror it in your content. 4️⃣ No Clear Next Step (CTA) Every post should guide your audience to a clear next action—whether it’s engaging, following, or downloading a resource. Without a clear call-to-action, you’re leaving potential engagement on the table. 5️⃣ You’re Ignoring What’s Working Review your analytics to see what content resonates most. Double down on what’s working and stop wasting time on posts that don’t generate interest. Track engagement patterns and adjust accordingly. 🌟 Little-Known Insights 🔵 Use Alt Text for SEO: When posting images, utilize the Alt Text field to insert keywords relevant to your niche. This helps with discoverability on platforms like Instagram. 🔵 Maximize Your Name Field: On Instagram, the name field is searchable! Instead of just your name, add a keyword that describes your services (e.g., “Content Strategist”). 🔵 Pin Your Best Content: Keep high-performing, value-packed posts pinned so they’re always visible when new people check out your profile. With a few confidence-building changes, you’ll start to see growth right where it matters. It could be visibility, engagement, and/or lead generation. Did I miss anything? What’s another underrated tip to make growing on social feel less overwhelming? #GrowthOnSocialMedia #SocialMedia #ProfileOptimization #SocialMediaStrategy

Organic reach is down 63%. And one thing’s clear: The LinkedIn algorithm has changed. (Visual inspiration from the great Ruben Hassid) We analyzed 200,000+ LinkedIn posts. The old playbook doesn’t work anymore. The same posts that pulled 100k views last year? They’re barely getting a fraction of that today. • Engagement is down. • Organic reach is down. • The boring educational carousels that everyone relied on are not working anymore. The truth is, What worked last year, Doesn’t move the needle anymore. Here’s what we found that’s working right now 👇 1/ Carousels Before: 11x reach of text posts Now: Still 3.7x reach, but performing as part of a bigger strategy. 2/ Video Before: Used to drive massive follower growth. Now: Best for trust-building, bad for building awareness. 3/ The Golden Hour Before: Posts lived or died in the first 60 minutes. Now: The “For You” feed keeps posts alive for days. 4/ Text Posts Before: Short posts used to perform best. Now: Long, conversational posts (2,500+ characters) can perform 2x better. 5/ Motivational Quotes Before: Generic billboards drove engagement. Now: Case studies and trust building posts convert readers into leads. 6/ Comments Before: Mass commenting boosted reach. Now: Fewer comments from experts outperform. 7/ External Links Before: Links were always bad. Now: Posts with 3+ links perform 140% better (because the content is valuable). 8/ Visuals Before: Polished, educational graphics were the winning strategy. Now: Behind-the-scenes photos prove your authority. More people are making content than ever. So the bar has gone up. Those who test new formats and mix things up are the winners. You don’t need to start over. You just need to stop doing what stopped working. 📌 Want access to the full report? Get it here: https://lnkd.in/ecXxBGTN ♻️ Repost to help your network grow faster on LinkedIn. ➕ Follow me (Will McTighe) for more like this.

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.

A client recently told me, “We’ve been doing the same thing for years, but something feels off now.” And they were right. When your profile doesn’t evolve with the market, everything slows down. Engagement. Leads. Conversions. We made a few key changes to their LinkedIn presence. Rewrote the headline to speak directly to their audience, turned the About section into a story, and added one powerful testimonial. The result? Engagement up 35 percent, leads doubled, and they closed their biggest deal yet. It’s a strategy I’ve developed to turn genuine relationships into real results. I call this the Connection-to-Conversion Method. Here’s what we did, and what you can try too: 🔸 Use Your Headline Like a Hook, Not a Job Title • People scroll fast. Your headline should tell them exactly how you help, not what your position is. • A strong headline speaks directly to your ideal client’s pain or aspiration. Why This Helps: Your profile becomes searchable, clickable, and instantly relevant. 🔸 Ditch the Bio. Write a Story Instead. • A punchy “About” section that walks people through your journey builds instant trust. • Use it to share how you solve problems, not just your background. Why This Helps: You become memorable—not just another LinkedIn consultant. 🔸 Pin a Client Testimonial or Case Study • Social proof builds instant credibility. People trust results more than promises. • Bonus tip: Don’t just name-drop clients, showcase the transformation they experienced to make it memorable. Why This Helps: Future clients can imagine themselves getting the same results. 🔸 Optimize for SEO Without Sounding Robotic • Sprinkle in keywords your ideal clients are actually searching for, but make it sound natural, not forced. • Think phrases like “lead generation for coaches” or “sales funnel strategist for B2B” that speak directly to what they need. Why This Helps: You show up in the right searches without killing your voice. 🔸 Use Your Banner Space Like a Billboard • Visuals sell fast. Use them to reinforce your offer, method, or results. • Add a short tagline, strong CTA, or a simple 3-step process so people know exactly what to do next. Why This Helps: First impressions stick—make yours work for you. 🔸 Make Your CTA Clear and Clickable • Add something actionable like your Calendly link, a freebie, or “DM me for a free audit” to drive engagement. • Skip passive closes like “Let’s connect. Make it clear what the next step is. Why This Helps: People need direction. Make it easy for them to take the next step. B2B should feel personal. With the right profile, you’re not just getting seen, you’re starting conversations that lead to clients. That’s the power of the Connection-to-Conversion Method. ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

Likes and comments on LinkedIn matter—but they don’t tell the whole story. Here are the “less obvious” success metrics you should be tracking too: 🔹 1. Profile Views Per Post → A spike in profile views = people checking out who you are. → Are they in your target audience? If they're from random industries, your content might be too broad or irrelevant to your niche. 🔹 2. DMs & Connection Requests → Are people reaching out after your posts? That’s a sign your content is working. → But again, are they potential clients, partners, or industry peers? If most inbound messages are unrelated to your goals, you may need to refine your positioning. 🔹 3. Outbound Connection Acceptance Rate → If less than 40% of your connection requests are accepted (granted you're reaching out to your ICP), your profile might need work. → A high acceptance rate means your profile and content are aligned with your ideal audience. 🔹 4. Website Clicks & Email Sign-Ups → Are your posts leading people to your site or newsletter? → If not, you may need to rethink your content strategy. Some content grabs attention, some builds trust, and some drives action. If you're only creating engagement-focused posts, you're staying visible, but not turning that visibility into results. 🔹 5. Post Longevity → How long is your post staying in people’s feeds? → Posts that get engagement 48+ hours later signal strong content resonance. Pay attention and dissect what made them successful. 📌 Takeaway: Engagement matters, but it’s not just about likes and comments. The best posts spark interest, profile visits, DMs, and conversions. Are you tracking any of these?