How to Write Engaging LinkedIn Content

In 2 years, I've helped B2B leaders generate $130k contracts, features on Bloomberg, CNBC, WSJ, and Cheddar TV, inbound interest from Apple and PwC, and 5-figure days from info products — ALL through LinkedIn content. Here's my 7-step playbook for building a LinkedIn content engine that actually converts: Step 1) Focus on substance over style - Way too many LinkedIn creators obsess over formatting and engagement metrics - Instead, we obsess over creating content that speaks directly to decision-makers - Every post starts with a clear, compelling idea that solves a real problem/tells a genuinely insightful story Step 2) Write how you actually speak - Skip the buzzwords, flowery language, and corporate jargon - Express technical concepts conversationally and confidently - Read your writing out loud; if it sounds unnatural, rewrite it Step 3) Use ALL your company knowledge There is $1,000,000+ worth of content sitting in your internal docs/podcast features/company drive/people’s heads: - Start with transcripts, blogs, podcasts, and other existing materials, then move to direct interviews - This preserves an authentic voice and provides pre-approved language for a dedicated writer (which you should have) - It's easier (and more effective) to edit and restructure than create from scratch Step 4) Format for mobile readability - Break up text every 2-4 lines for easy mobile consumption - Use arrows, lists, and dashes to maintain flow between line breaks - Keep paragraphs short and punchy, but don't sacrifice substance Step 5) Target a defined audience that can write checks - Identify the specific decision-makers who need your solution - Understand their urgent problems and articulate them clearly - Focus on converting qualified leads, not maximizing likes and comments Step 6) Vary content formats strategically - Written posts for thought leadership and quick insights - Infographics for compelling visual concepts that demand attention - Carousels for deeper dives that create stronger psychological connection (these convert like crazy) - Video for maximum authenticity and relationship-building Step 7) Prioritize conversions over vanity metrics - Success isn't measured in likes or comments - Success is measured in contracts, opportunities, and brand awareness among decision-makers - Always include a clear next step for interested prospects The foundation of all of this? Expressing clear confidence and competence in your field. When done right, LinkedIn becomes less about "building awareness" and more about creating a direct pipeline to the exact people who need what you offer. TL;DR: Step 1) Focus on substance over style Step 2) Write how you actually speak Step 3) Use ALL your company knowledge Step 4) Target a defined audience that can write checks Step 5) Target a defined audience that can write checks Step 6) Vary content formats strategically Step 7) Prioritize conversions over vanity metrics Ask any questions in the comments!

STRATEGIES FOR LINKEDIN ENGAGEMENT - As a person eager to share ideas & learned experience on a number of topics, I’ll express my understanding of the current situation and suggest how to improve LinkedIn engagement - given the recent algorithm changes. LinkedIn has altered its algorithm again, resulting in an average 50%-70% reduction in a typical post’s reach. The #LinkedIn platform is experimenting with moving away from viral content and instead prioritizing expert-focused content delivered to relevant audiences. Although I have some doubts, there seems to be a renewed focus on expertise and sharing specialized #knowledge rather than trying to create viral content. The algorithm appears to reward creators for being more precise in both content topic & target audience. My initial thoughts on content diversity & quality: 👉🏼 Avoid repetitive content posting as it leads to decreased engagement 👉🏼 Don’t limit yourself to just company updates or blog content 👉🏼 Adopt an engagement-first approach & prioritize quality interactions over basic engagement metrics 👉🏼 Actively participate in comments & replies to maintain growth 👉🏼 Work with the algorithm instead of trying to “beat” the algorithm; align your strategy with its flow 👉🏼 Focus on building genuine connections & human-centric content 🌟 The main content types of posts available on LinkedIn: > Text - includes status updates, thoughts, polls/surveys, and professional insights > Image - includes infographics, charts, or photographs > Video - include how-to videos, thought-leadership pieces, or company updates > Document - included sharing of PDFs, presentations, and longer-form content > Link - includes the sharing of external content like blog posts & industry news > Company Updates - include company milestones, team achievements, product launches, and industry news 🍀 SUGGESTED BEST PRACTICES 🍀 1️⃣ Be consistent, but avoid posting the same content repeatedly 2️⃣ Engage your community through meaningful interactions 3️⃣ Target your content more precisely to your intended audience 4️⃣ Focus on quality over quantity in your posting strategy 5️⃣ Vary your content types to maintain audience interest - focus on providing value through: Industry news & research, professional tips, in-depth how-to guides, photo updates, and company news 🧠 Remember, LinkedIn is evolving into a platform that values authentic expertise & meaningful connections over viral content. As we’ve done before, by adapting our #strategy to these changes, we can maintain & even improve our engagement despite the new algorithm updates. 💥 Maintain consistency in your posting schedule while experimenting with different content types to find what works best with your specific audience. I hope you find this helpful…. #business #technology #management #innovation #finance #future