If you want your content seen by more people - first look at what content formats are working best on LinkedIn, then how can you improve the copy on your posts and saving the best for last - the guaranteed way to improve your LinkedIn content performance.
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
Key moments in this episode:
00:00 What Content Works Best on LinkedIn?
00:53 Tactics for LinkedIn Marketing in 2025
03:43 Types of Content That Excel on LinkedIn
06:04 Formats and Strategies for LinkedIn Content
10:15 Secrets to High Performing LinkedIn Posts
17:33 The Importance of Serving Your Community
Metricool new features
ABOUT MICHELLE J RAYMOND
Michelle J Raymond is an international LinkedIn™️ B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn™️ and let her know you are part of the community of podcast listeners.
Connect with Michelle J Raymond on LinkedIn™️ - https://www.linkedin.com/in/michellejraymond/
B2B Growth Co offers LinkedIn™️ Training for teams to build personal and business brands and a LinkedIn™️ Profile Recharge service for Founders/CEOs.
Book a free intro call to learn more - https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Social Media for B2B Growth Podcast is a fully accessible podcast. Audio, Video, Transcript and guest details are available on our podcast website - https://socialmediaforb2bgrowthpodcast.com/
Subscribe to our YouTube Channel - https://www.youtube.com/@MichelleJRaymond
#LinkedIn #ContentMarketing #B2BMarketing
00:00:00
Michelle J Raymond: What content works best on LinkedIn?
00:00:02
I'm so glad that you asked and lucky for you, the answers are in this week's episode.
00:00:07
We're going to get into the details of what makes a standout post that will help
00:00:11
your content get seen by more people.
00:00:32
G'day listeners.
00:00:32
It is coach Michelle J Raymond, and welcome back again to the podcast.
00:00:37
And for those of you who have been listening to the series where we're doing deep dives
00:00:42
into what will make the biggest difference for your marketing efforts on LinkedIn in 2025.
00:00:48
And for those of you who want to grow your business and content is a big piece of that.
00:00:53
I think it's important not to just go high and look at strategy, but
00:00:57
now let's get into the tactics.
00:00:59
What things can you do with your content that are going to make the biggest difference.
00:01:04
And we're going to look at the types of content.
00:01:07
And then also what are the elements within those different types of content that you can put
00:01:13
on LinkedIn that make the biggest difference?
00:01:21
Marketers, LinkedIn is a game of inches and what I mean by that is it's the little things that add up
00:01:29
over time that will make the biggest difference.
00:01:31
So compounding these changes over time is where you are going to see the biggest results.
00:01:39
In today's episode, I want to make sure that you're getting practical advice that you can
00:01:43
implement straight away and practice throughout the end of this year and get ready for 2025.
00:01:50
Because there are some things which you're going to be kicking yourself.
00:01:54
They're going to be so obvious and other little things that you're like,
00:01:58
man, why didn't I know this earlier?
00:02:00
Now I'm lucky I've been creating content on LinkedIn for 10 years.
00:02:05
So that's a long time.
00:02:06
And not everything is about the latest copywriting hacks.
00:02:10
Some things are about understanding what humans are doing when they're on LinkedIn.
00:02:16
And I think that's the most important piece of this puzzle.
00:02:19
Hang around for the whole episode because at the end, I'm going to be sharing what I
00:02:23
think makes the best content on LinkedIn.
00:02:26
But before we head into that, I want to share a little bit about our podcast sponsors, Metricool.
00:02:32
If you haven't checked them out yet, here's some of the latest cool features that they've released.
00:03:36
Are you ready?
00:03:37
Are you ready to get tactical and really dive into what will make the
00:03:41
biggest difference with your content?
00:03:43
And in this first section, I want to talk about four different types of content that I think
00:03:48
really excel on LinkedIn that you can implement in your business or on your personal account.
00:03:53
Doesn't matter which one, because I think there are some universal truths on LinkedIn.
00:03:59
And one of those is I want people to focus on educational content.
00:04:05
What knowledge can you share that would help somebody else out in the audience.
00:04:11
Now, why do I want you to have a think about this kind of content?
00:04:15
This kind of content falls under the banner of knowledge and advice, which LinkedIn shared with
00:04:21
us that's exactly what the algorithm rewards.
00:04:25
Remember the algorithm loves sharing knowledge and advice to one specific audience, sticking on your
00:04:32
topic and generating comments and conversations.
00:04:35
It really is that simple.
00:04:37
Does this mean that this content needs to be boring?
00:04:40
Absolutely not.
00:04:41
I challenge you to find a creative way to share your educational content.
00:04:46
Think about it how can you use humour to get your point across?
00:04:51
Or maybe you're the contrarian person that has a different point of view
00:04:54
to everybody else in the industry.
00:05:03
The next kind of content that's going to excel in 2025 and I think it always has,
00:05:07
is those personal stories and experiences.
00:05:10
AI is here my friends.
00:05:13
It is not going away.
00:05:15
We are getting bombarded with generic how to content.
00:05:19
That is not what we're doing as listeners of this show.
00:05:23
I want you to come up with a way that you can share your knowledge and advice
00:05:28
based on your own personal experiences.
00:05:31
That is what really creates the trust with the people on the other side.
00:05:35
So think about what have you learned?
00:05:38
Sometimes it's by mistakes.
00:05:39
People don't necessarily want you to be perfect.
00:05:42
In fact, I would say that they don't.
00:05:44
They want to know that you're just like them.
00:05:46
Maybe you're a little bit further ahead and they can trust that because
00:05:50
you know what it's like to be them.
00:05:53
So by sharing your stories and sharing your experience, number one, you become more
00:05:57
relatable, but number two, it really helps you to stand out in a sea of AI content.
00:06:04
If we've just had a look at the two types of content that I think you should create, I also
00:06:09
want to have a look at the different formats.
00:06:11
And obviously we've got images, we've got texts, we've got short form video,
00:06:16
we've got combinations of those things.
00:06:18
You can go long with newsletters all kinds of different content
00:06:22
formats that LinkedIn gives to us.
00:06:24
And my advice is always to mix these up because everybody learns differently.
00:06:29
But there is one kind of content that is a standout for me right now and not in the way
00:06:36
that it was in 2021 when it was just crazy.
00:06:38
But I do think that there's a place for LinkedIn polls still going into 2025.
00:06:45
Why?
00:06:46
The interactive content that makes it very easy for people who normally wouldn't engage
00:06:51
with your content to make a selection.
00:06:54
So keep the question very simple with a yes or no type of answer.
00:06:58
Only one or two options.
00:07:00
Make people pick a side.
00:07:02
You'd be surprised at the market intelligence that you can gather with a carefully
00:07:06
crafted question with two simple answers.
00:07:09
So use that one creatively.
00:07:12
I don't think in my experience that I'm noticing any particular kind of
00:07:16
content stand out more than others.
00:07:18
I know that there is a lot of noise around short form video, vertical video
00:07:24
formats showing up in the new video feed.
00:07:27
And that's very hit and miss.
00:07:29
And for some of you, maybe you're never going to create a short form video in your life.
00:07:33
So stick with polls.
00:07:35
I think that's a pretty good one for everyone and also works across on the Company Pages.
00:07:40
What else are we going to have a look at?
00:07:42
Of course, we're going to go thought leadership content.
00:07:45
I still think that Company Pages and personal profiles, everybody that has at least one to
00:07:53
2000 connections or followers across either of those things should have a LinkedIn newsletter.
00:07:59
I think it's really important that you go deep and build up subscribers.
00:08:04
I have personally seen my numbers fall off the cliff so to speak at the moment.
00:08:10
I thought it might've just been a glitch for a little bit, but it seems to maybe be the new norm.
00:08:14
So the numbers of impressions that I could have easily relied on for the last four
00:08:18
or five years, certainly have dropped to probably about a third to a half of that.
00:08:24
Now, why is the newsletter important?
00:08:27
Those subscribers mean every time you put some content out, they will be notified.
00:08:32
And so I think that's something that you really should be looking at.
00:08:36
When it comes to newsletters as well, they are the most amazing tool that you can repurpose
00:08:42
existing content that you've got out there.
00:08:44
You can really expand on your thought leadership and help buyers make buying decisions.
00:08:50
And this is really crucial for those of you who are responsible for generating
00:08:55
leads within your business, that you want to convert to paid clients.
00:09:00
So think about if you don't have a LinkedIn newsletter, it's time
00:09:04
to give one of those a crack.
00:09:06
I actually think so many of you will be surprised that going longer is actually
00:09:11
easier and generates a much higher return on your effort that you put into these things.
00:09:17
Keeping in mind, the newsletter will also be indexed by Google.
00:09:22
That means if someone types a question into the Google search bar and is looking for answers and
00:09:29
your newsletter / LinkedIn article, cause they're the same thing, just one's got subscribers.
00:09:34
What happens is the results will show up these LinkedIn newsletters.
00:09:38
So don't miss out on the opportunity of being discovered, not just on LinkedIn, but also off.
00:09:45
After this short break, I'm going to share with you my tips for the elements that make
00:09:51
a really high performing LinkedIn post.
00:10:14
Okay, here we are.
00:10:15
What are the secrets to a high performing post?
00:10:19
This one, I think everybody's probably got a different answer.
00:10:23
So I'm going to answer from my personal experience on my own content and the content that
00:10:27
I create for the Company Pages that I manage.
00:10:31
The thing that I think really makes the biggest difference is engaging visuals.
00:10:37
Now, this doesn't mean it has to be polished and professional visuals.
00:10:42
If you have options for that, that's great.
00:10:45
If you don't, I want you to think about what makes a visual engaging, is it bright colours?
00:10:52
Is it something that's distinct about it?
00:10:54
So we've talked about distinctive brand assets.
00:10:58
What is it when I'm scrolling at 80 miles an hour that I will see on your post that
00:11:04
makes me know immediately that is your brand.
00:11:08
That is what you need to focus on.
00:11:10
What makes you distinct?
00:11:13
Now, I think that there's also a huge opportunity for those that are prepared
00:11:18
to go into the emotion territory.
00:11:21
Like we spoke to Robin O Connell from LinkedIn a couple of episodes ago and
00:11:26
asked him, like, how do we escape this trap of like a really crowded platform?
00:11:31
How do we stand out?
00:11:33
And he shared with us, it's time to share content that has emotions and included things like humour.
00:11:41
So memes and gifs and things like this can really communicate messages across
00:11:47
to our audience without being too heavy.
00:11:49
Again, if you can't get someone to stop on your post for long enough to actually read
00:11:54
all of that great text, you've lost them.
00:11:57
It does not matter how much effort you put into that copy.
00:12:00
So think what makes you stop scrolling?
00:12:04
What are the common elements that you've discovered that you like?
00:12:08
And does your content reflect this as well?
00:12:11
Try something new, an example that I use.
00:12:14
Most of you that are connected with me on LinkedIn will know that my photos are often me with my big
00:12:20
smiley face is often surrounded by bright colours.
00:12:23
I wear hot pink polo shirts as part of my brand, and it's lots of fun and joy.
00:12:29
And that's what you come to know when you're scrolling the feed.
00:12:33
Now, if I mix this up and I use a black and white photo and I have a frown on
00:12:39
my face, immediately my community stops and says, what's going on with Michelle?
00:12:47
I need to find out.
00:12:49
So I interrupt the pattern by using an engaging visual that they're not expecting.
00:12:56
And it is so easy.
00:12:58
Doesn't cost anything.
00:12:59
It's a filter on my phone.
00:13:00
So I've found creative ways for people to look out for my content.
00:13:05
So engaging visuals.
00:13:07
Throw out the stock images.
00:13:08
Throw out the templates.
00:13:10
They are killing your reach and engagement.
00:13:18
What are the other elements of a high performing LinkedIn post?
00:13:22
I think you need to pay attention to the hook line, which is the opening
00:13:27
sentence or two, that is on your post.
00:13:31
So the text that goes up above where the audience has to press, see more.
00:13:37
So imagine if people didn't read anything else and they didn't click on, see more, what
00:13:45
would they take away and does that opening line entice them to take some kind of action?
00:13:52
And if the answer is no, it's pretty dull and boring.
00:13:55
Then guess what?
00:13:57
We're going to just keep on scrolling.
00:13:58
This is the enemy of anybody that wants high performing content.
00:14:03
So pay attention to the opening sentence, the hook line, as we call it, and use your friend ChatGPT.
00:14:11
It can really help you to improve this kind of thing.
00:14:14
So if you don't have a background in copywriting, this is one of the ways
00:14:19
that ChatGPT can be really helpful.
00:14:21
So literally put your post in and then ask it, how can I write an
00:14:26
engaging hook for this LinkedIn post?
00:14:29
Give me some examples and then have a look and go exclude all of the ones that are the
00:14:34
overused cliches that make you want to cringe.
00:14:37
We don't want any of those.
00:14:39
We don't want the ones with rocket emojis, of course, and select one that
00:14:43
goes in your mind, I would stop for that.
00:14:48
I would want to know more.
00:15:14
If you think about a post and we've just spoken about the hook line, let's
00:15:18
just say that's the top of the post.
00:15:19
So that is the very first information that people read.
00:15:23
Now, if somebody is pressing on, see more to continue reading all of the other content that
00:15:30
you've put there, there's one more piece of the puzzle that's really important as well,
00:15:35
which is the tail end of your LinkedIn posts.
00:15:39
And so if you've got the hook at the top, at the bottom, we have what's called a call to action.
00:15:46
And this is where we trade the reader of the posts.
00:15:50
We give them away all of our free content that really helps them and motivates
00:15:55
them and gets them closer to their goals.
00:15:57
And the trade is the ending to our post, we ask them for something in return.
00:16:04
Now that call to action can often be things like, if you want somebody to save the post, if you
00:16:11
asking them to comment in some way, the easiest way to come up with a really great close to your
00:16:18
post that will help you get the most comments.
00:16:21
Wait for it.
00:16:23
Ready?
00:16:23
Write this one down -is ask a question, right?
00:16:29
This changes your post from being informative, talking at me to asking me for my point of view.
00:16:37
And this is what encourages people to put things in the comments.
00:16:42
Why do we want more comments?
00:16:43
Because the algorithm loves it.
00:16:45
It wants you, as we said at the top of the show, knowledge and advice, generate conversations
00:16:51
and comments are those conversations.
00:16:53
So having a clear call to action at the end that will help drive the reader to engage
00:17:00
with your content is an absolute must.
00:17:10
Okay.
00:17:10
So far we've looked at what types of content that I think you should
00:17:15
be looking at in 2025 on LinkedIn.
00:17:17
We've also looked at the elements of high performing posts on LinkedIn.
00:17:22
And now we're going to come around to, in my opinion, Something that I think
00:17:27
is absolutely crucial if you want your content to work on LinkedIn in 2025.
00:17:33
This is my personal opinion about what makes the difference between an average
00:17:38
post and a high performing post on LinkedIn.
00:17:42
You are not going to hear about any cheap hacks or any viral templates or anything like that.
00:17:47
So if you're looking for that, sorry, you've listened in vain, but I think what
00:17:52
I'm about to share is even more powerful.
00:17:54
And the element that I want to share that I think you should have in every post is
00:18:00
that post is in service of your community.
00:18:04
I think when you understand that content not only helps you build trust and gets people to like
00:18:11
you, but this is the foundation that you're using as a way to build relationships with people and
00:18:18
you're actually showing them who you are as a person, who you are as a business and where they
00:18:26
should turn if they need more help in the future.
00:18:30
My tip is just be a little bit mindful around whether your content has been
00:18:35
designed to make you look amazing.
00:18:38
Or whether it's been designed to make the person on the other side look amazing.
00:18:41
And there's a big difference.
00:18:44
If you take a look around on LinkedIn at the type of content that seems to go
00:18:48
viral, it is often in service of people.
00:18:52
It shortcuts things for them.
00:18:53
Somebody's done the research, made life easier.
00:18:56
Here it is.
00:18:57
Steal my ChatGPT prompts.
00:18:59
Here's a list of the top 10 podcast episodes that I've listened to.
00:19:03
Here are my book recommendations that will help you advance your career.
00:19:07
Think about the kinds of content like that.
00:19:10
What could you create that would be in service of your audience that would
00:19:14
help them get closer to their goals?
00:19:16
Being in service of your community is a winning strategy.
00:19:25
There you go.
00:19:25
Listeners.
00:19:26
I have now shared with you my thoughts on what will make high performing content in 2025.
00:19:32
If you're somebody that's been listening into this and is still a little bit
00:19:36
confused or overwhelmed or not sure how to pull this all together, reach out.
00:19:43
That's why my business exists.
00:19:45
So I offer LinkedIn training.
00:19:47
I can rewrite your LinkedIn profile and the training that I do also
00:19:52
covers LinkedIn Company Pages.
00:19:54
So we have all of these options here.
00:19:56
I am a resource for you to get the results that you want for your business in 2025.
00:20:01
All you need to do is either connect with me on LinkedIn and send me a direct message,
00:20:06
or you can go directly to my website and book an intro call with me where we jump
00:20:11
on a call and I learn more about what you do, what you're trying to achieve and how I
00:20:16
can best serve you to achieve those goals.
00:20:19
So don't sit there trying to figure it out for yourself, wasting time while your
00:20:24
competitors steal opportunities away from you.
00:20:27
I am on your side.
00:20:28
We are a team and make sure that you are following the podcast as well, because we have some awesome
00:20:36
guests that are coming up to finish up this year.
00:20:39
So we've got AJ Wilcox, Robert Rose, and of course, Ann Handley.
00:20:44
Did I mention last week I was a little bit excited about that?
00:20:47
Yes, I am almost counting sleeps.
00:20:49
Shh, don't tell her.
00:20:50
So until next week, listeners, cheers.