What’s the distinction between a mean LinkedIn publish and a top-performing LinkedIn publish that earns lots of of likes and feedback?
Should you analyze essentially the most profitable creators on LinkedIn, you’ll discover that the majority of their posts share comparable traits that the typical LinkedIn publish lacks.
This text outlines how anybody can write an impressive LinkedIn publish that generates excessive engagement and helps you earn extra followers.
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1. Perceive How Your Viewers Experiences A Ache Level
Most LinkedIn creators know the final ache factors their audience faces.
Whereas the typical LinkedIn publish gives generic recommendation on common ache factors, a wonderful LinkedIn publish is extra particular.
For instance, incomes backlinks is a common downside in search engine optimization.
A primary LinkedIn publish would possibly present greatest follow recommendation like this:
There’s nothing mistaken with the following tips. Every is a generally accepted hyperlink constructing tactic.
But most individuals who attempt these hyperlink constructing ways fail to earn backlinks.
To supply useful content material, you need to perceive how most individuals attempt to execute the following tips and why they fail.
Right here’s an instance of a way more compelling LinkedIn publish.
It addresses what occurs when folks attempt these ways (e.g., they fight visitor posting and get a low response price), why their present technique is failing, after which gives another, simpler resolution.
To know your viewers’s deeper ache factors, ask:
- What’s the downside they’re presently going through?
- How are they attempting to resolve the issue, and why isn’t their present technique working?
As soon as you recognize the reply to these two questions, you’ll discover that:
- You by no means have to think about content material concepts once more, as a result of the viewers’s ache factors are one of the best content material concepts.
- Your LinkedIn posts shall be extra compelling in case you can articulate what persons are doing that isn’t working.
So how do you find out about these deeper ache factors?
Discuss to your viewers.
Listed here are three methods to speak to your audience:
- Take part in Slack teams and boards and pay attention to frequent ache factors talked about. You possibly can even ask the group about their largest challenges. Or, learn by threads like the one below to find out how persons are presently attempting to resolve their issues. You possibly can be a part of within the dialog and ask about different issues they’ve tried that failed:
- Attend conferences and ask folks about what they’re battling. Should you can’t afford to attend conferences, apply to take part as a volunteer.
- Arrange automated DMs to message anybody who feedback in your publish. Ask them what they’re battling. In the event that they reply, don’t ship an automatic response. Reply with an actual message from you personally and ask how they’ve been attempting to resolve that downside and why it isn’t working.
Create a doc and monitor the ache factors your viewers mentions and how they’re presently attempting to resolve these issues.
Motion Objects
- Discuss to your viewers to find out about their ache factors by taking part in boards/Slack teams, attending conferences, and establishing automated DMs. Particularly, find out about their present technique and why it’s failing.
- Create a doc with their responses and use it as your content material concept financial institution.
2. Packaging The Proper Content material Thought
Within the earlier step, you recognized your audience’s ache factors, so that you now have an inventory of fantastic matters.
Nevertheless, there’s most likely already loads of recommendation on every of these matters. So how do you make your content material distinctive?
Listed here are 5 frameworks you should utilize to make sure your content material gives a novel perspective on any matter.
- Case Research: Clarify the issue, the way you solved it, and classes discovered. One of the best half is that it doesn’t should be your personal case examine. The publish under is a good instance of how one can interview another person and use their case examine to construct your viewers. The creator on this instance is a B2B SaaS advertising and marketing marketing consultant, so he wrote a case examine of how one other B2B SaaS firm went public with a lean advertising and marketing crew:
- Analysis: Have a look at the frequent issues folks face inside your area of interest and create analysis on one of the best resolution to that downside. For instance, the best audience for this SEO consultant is a marketer investing in search engine optimization, and a ache level his very best buyer would possibly really feel is confusion round Google’s current updates. So as an alternative of simply offering generic recommendation on tips on how to optimize your web site given Google’s current updates, they did a analysis examine and offered knowledge on what’s working:
- Failures: Replicate by yourself private failures. For instance, this individual’s very best audience struggles with producing leads, so he wrote a publish about the whole lot he did mistaken when attempting to generate leads.
- Private experiences: Write a few time once you struggled with the precise ache level your viewers is presently going through.
- Contrarian opinion: Is there an industry-accepted greatest follow that you simply disagree with? Beneath is a superb instance. One of many frequent advertising and marketing greatest practices is to check the whole lot. This marketer created a contrarian opinion publish disagreeing with this greatest follow:
Whereas these are a handful of frameworks you should utilize to create compelling LinkedIn posts, they aren’t the one efficient frameworks.
When you have an authentic concept you wish to share, publish it! For instance, this publish generated over 230 feedback and is an attention-grabbing concept though it doesn’t fall into the classes above.
These frameworks are simply tips you should utilize in case you’re struggling to think about authentic content material concepts.
Motion Objects
As a substitute of writing generic recommendation to resolve an issue, use certainly one of these 5 frameworks to package deal it into one thing extra attention-grabbing.
- Case examine
- Analysis
- Failures
- Private experiences
- Contrarian opinion
3. Use An Consideration Grabbing Hook And Visible
There are two methods you will get folks to cease scrolling on LinkedIn:
- The copywriting of your first line
- Your visible (graphic, picture, video)
First, let’s speak about copywriting.
The LinkedIn algorithm tracks the quantity of people that click on “See Extra” and considers this a optimistic sign that your content material is useful.
Subsequently, the trick to getting folks to click on that “See Extra” button is to create a curiosity hole.
A curiosity hole is an incomplete thought that raises a query within the viewers’s thoughts.
This publish creates a curiosity hole, because it causes you to ask the query, “What’s the ugly fact?”
She additionally makes use of arrow indicators to encourage folks to click on “See Extra.”
Codie Sanchez is a grasp at creating hooks that create a curiosity hole, and listed here are just a few of her greatest examples:
Query it Raises: Who will I by no means be nearly as good as?
Query it Raises: How did this $40 million enterprise have a startup price of simply $120k?
Query it Raises: This query is obscure. What does Codie imply by saying that I’m onerous to kill?
Query it Raises: How do you unlock free cash?
When writing the textual content itself, restrict the paragraphs/sentences to 3 traces. If it’s any longer, folks will grow to be overwhelmed and preserve scrolling. This post is a good instance of tips on how to house out your written textual content:
Together with a picture or video in your publish can even assist the publish seize a scroller’s consideration.
Listed here are just a few totally different types of photographs you should utilize to seize consideration:
- Twitter screenshots
- Graphics
- Persona photographs (of your self)
- Movies (bonus in case you add captions)
Right here’s a fantastic instance of how you should utilize graphics to catch somebody’s consideration:
Alex Hormozi is well-known for creating shorts with massive, legible captions:
Motion Objects
- Use a fascinating hook and incorporate arrow emojis to encourage folks to click on “see extra.”
- Add a visible, like a graphic, video, screenshot, or picture.
One of many largest challenges with social media platforms, together with LinkedIn, is that it’s troublesome for brand spanking new folks to find your content material.
Nevertheless, if folks observe a particular hashtag, posts that embrace that hashtag can present up of their feed.
To seek out fashionable hashtags so as to add to your publish, you can begin by typing a hashtag within the search bar:
Nevertheless, there are two challenges with this technique:
- It usually solely reveals a handful of hashtags.
- It’s important to begin typing a phrase, so except you have already got a common concept of the start of the hashtag, it may be troublesome to find new hashtags.
One other technique to discover hashtags is to have a look at different influencers in your area of interest and monitor their mostly used hashtags. This hashtag discovery technique requires a variety of time scrolling by their content material, however it could possibly unearth some nice hashtags.
There are additionally free instruments that generate hashtag concepts, like this one from Mention.
You possibly can sort within the matter, and it gives you hashtag recommendations:
Sadly, it doesn’t present any analytics, so pair it with a Chrome extension, like this free one from Hashtag Analytics.
You should use the extension to see any hashtag’s complete followers.
Not like Instagram, LinkedIn recommends customers embrace simply 2-5 hashtags per publish and use a mixture of common and extra particular hashtags.
Right here’s a great example of a publish that successfully makes use of a mixture of common and extra area of interest hashtags:
Motion Objects
- Discover fashionable hashtags with a free hashtag tool or manually seek for hashtags on LinkedIn. Then use this hashtag analytics Chrome extension to see which of them are hottest.
- Use 2-5 hashtags per publish and blend common and area of interest hashtags.
Feedback are a really optimistic sign to the LinkedIn algorithm and can assist your publish attain extra natural attain, so embrace a CTA that encourages folks to go away a remark.
Most individuals embrace CTAs on the backside of their posts. Listed here are some examples of CTAs that invite feedback:
- Do you could have an opinion on (matter talked about within the publish)? I’d love to listen to it within the feedback.
- Have you ever ever skilled (matter)? Inform me about it within the feedback.
- What has been your expertise with (matter)? Inform me within the feedback.
- Do you could have another ideas so as to add? Depart them within the feedback.
It’s also possible to experiment with together with the CTA originally of the publish.
Why?
Most LinkedIn customers preach recommendation or share their success, so it’s uncommon (and refreshing) to see folks actively ask others about their experiences and begin a real dialog. In spite of everything, LinkedIn remains to be a social media platform, and a social interplay is a two-way dialog.
So think about attempting some posts that start with a sentence like this:
- Have you ever ever struggled with this earlier than, and the way did you overcome it? That is what occurred to me/us.
- Do you could have a robust opinion on (matter)? Right here’s the story:
- What’s your greatest technique for (matter)? We’ve experimented with a number of totally different options for (matter), and right here’s what occurred:
- How do you take care of (matter)? I’m experimenting with just a few totally different methods and right here’s what’s labored up to now.
Folks like to share their experiences and opinions.
So opening your publish with a query can enhance the share of people who click on “See Extra” to learn your full publish, and the share of people that remark.
Nevertheless, three issues have a significant affect on the share of people that will remark in your publish:
- Content material High quality: The standard of the concept/helpfulness of the content material has a significant affect on how many individuals will touch upon it. Even a significant influencer will doubtless touch upon a publish revealed by somebody with zero followers if the content material is really distinctive.
- Responding to Feedback: Individuals who know you’ll have interaction with them usually tend to touch upon future posts.
- Constructing Real Relationships: Your pals will organically help your content material, particularly if it’s distinctive high quality. You possibly can construct real relationships by attending conferences, internet hosting meetups, commenting on different folks’s posts, and even talking at on-line or reside occasions.
Motion Objects
- Encourage feedback by including a CTA originally or finish of your publish that asks the viewers for his or her opinion or experiences.
- Reply to all feedback and construct real relationships with folks.
6. Tag And Collaborate With Influencers
Even in case you write a wonderfully optimized LinkedIn publish with superb copywriting, your follower rely will restrict its natural attain.
Nevertheless, if an influencer shares your publish, your content material instantly reaches a brand new viewers, which can assist you earn extra followers (if the content material is insightful and useful).
There are two fundamental methods you will get influencers to share your content material:
- Tagging them: Tagging influencers is simple, however doesn’t all the time work. The easiest way to encourage a LinkedIn influencer to reshare a publish you tag them in is by making the publish about their work or concepts. Right here’s a fantastic instance of how somebody repurposed content material from an search engine optimization influencer and tagged them for extra publicity:
- Collaboration with them: You’re more likely to get an influencer to reshare your publish in case you collaborate by interviewing them personally, or receiving a quote from them. This technique works as a result of they’ve invested effort into your content material and can need it to carry out nicely. Here’s a great example the place a content material marketer despatched a DM to an influencer, she posted a screenshot of influencer’s response, after which the influencer reposted her publish:

To extend the chance of an influencer sharing your content material, solely attain out to or tag influencers who traditionally share different folks’s content material.
Motion Objects
- Browse influencers in your community that always reshare posts.
- Then, ask them to collaborate with you (in the event that they often do content material collaborations) or write a publish about what you’ve discovered from them.
7. Use Qualitative and Quantitative Analytics For Future Put up Concepts
Most individuals monitor the posts that earn essentially the most likes and engagement, however how must you use that knowledge to enhance future posts?
When you could have a publish that acquired excessive engagement, monitor:
- The subject
- The hook
- The construction (listing, story, graphic, and so forth.)
- The type (tone of voice)
Then, reapply these components to future posts. For instance, attempt the identical matter, an analogous type of hook, or an analogous construction.
Along with monitoring quantitative analytics, reminiscent of likes and feedback, monitor qualitative knowledge as nicely.
Is it your very best buyer commenting on the posts?
What’s the response within the feedback (impressed, outraged, and so forth.)?
Not all engagement is equally invaluable so give extra credit score to posts that solicit optimistic reactions out of your very best clients.
Motion Objects
- Establish your prime performing posts and pay attention to the subject, hook, construction, and elegance of these posts.
- Use that knowledge to create future posts.
Examples of Nice LinkedIn Posts
Listed here are some glorious examples of LinkedIn posts that you should utilize as inspiration in your personal content material technique.
Instance #1: Adam Robinson
Adam Robinson has grown a formidable private model on LinkedIn, and right here are some things this post did notably nicely:
- Hook: Opening with a failure with vital numbers.
- Storytelling: The dialogue makes the publish really feel extra like a narrative.
- The Content material Thought: Utilizing a narrative from his very best audience is an effective way to make sure the ache level is related to your viewers.
You’ll additionally discover that he engages with the viewers within the feedback.
Takeaway
Communicate together with your viewers about their failures/ache factors, after which use a particular dialog (anonymized) to create a LinkedIn publish.
Instance #2: Nicolas Cole
Nicolas Cole has a ghostwriting academy, and his LinkedIn posts are designed to draw freelance writers.
This post does just a few issues very nicely:
- The Hook: He successfully pulls within the very best audience (folks struggling to succeed as writers).
- The Visible: He makes use of a video with massive, vibrant captions to seize the scroller’s consideration.
- The Thought: He used a failure from his personal private expertise as a author.
Takeaway
Have a look at your personal private failures to make use of as inspiration to your LinkedIn posts. Then, craft it right into a lesson and package deal it in a brief video with captions.
Instance #3: Oren Greenberg
Oren Greenberg is a B2B SaaS marketer, and this post carried out notably nicely for just a few causes:
- The Hook/Content material Thought: Most B2B SaaS entrepreneurs rely closely on attribution, so opening with a daring contrarian assertion instantly captures his very best viewers’s consideration.
- The Visible: The Twitter graphic helps seize a scroller’s consideration.
- Responding To Feedback: He responds to each remark with a considerate reply.
Takeaway
Take into consideration one of the best practices in your {industry} that don’t really work very nicely. Then, spotlight the issues with them and why they’re problematic.
Instance #4: Justin Rowe
Justin Rowe is a LinkedIn marketing consultant with loads of examples of nicely written LinkedIn posts, together with this one.
Listed here are just a few the explanation why it is a well-written LinkedIn publish:
- The Hook: He makes use of his personal private studying expertise. If this factor shocked him – a LinkedIn adverts skilled – it can most likely be attention-grabbing to the scroller as nicely.
- Storytelling: He makes use of his private story to make the content material extra attention-grabbing.
- Use of Hashtags: He contains a wide range of related hashtags on the backside of the publish.
- The Visible: He features a video explaining what he acknowledged within the written textual content. The video can also be captioned and branded to seize their consideration.
- Feedback: He responds to each individual within the feedback with one thing insightful.
Takeaway
Write about one thing you discovered lately that shocked you after which package deal the expertise and lesson right into a story. Create a branded video with captions to make it much more consideration grabbing.
Instance #5: Leila Hormozi
Leila Hormozi has grown a formidable following on LinkedIn over the previous 12 months. Whereas a part of it is because of her spectacular expertise, she has additionally mastered the artwork of writing a fantastic LinkedIn publish.
Right here’s some evaluation of one of her outstanding LinkedIn posts:
- The Hook: The primary two traces instantly seize your consideration by taking part in into drama. What occurs after shedding $20,000? The hook can also be very quick, so it’s straightforward to catch once you’re scrolling on cellular or desktop.
- The Picture: She posted a top quality picture of herself, which captures your consideration by taking on extra actual property in your feed.
- Storytelling: As a substitute of telling recommendation, she makes use of quotes to make it right into a story and play into the drama. She solely reveals the lesson on the very finish of the publish.
- The CTA: She encourages feedback within the CTA by asking others how they’d have dealt with the scenario.
Takeaway
Consider an expertise you’ve had a contrarian response to and what you discovered from it. Additionally, think about using actual quotes from folks in your copywriting to make it extra entertaining and really feel like a narrative.
Get Extra Assist Writing LinkedIn Posts
The easiest way to enhance your abilities as a LinkedIn author is by training. So begin posting content material at this time.
When you begin publishing content material on LinkedIn, ask your folks for suggestions to enhance your writing.
Should you’re struggling to search out folks in your community to offer you writing suggestions, think about becoming a member of the Copyblogger Academy.
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