You're on LinkedIn and you're publishing content. But are you really getting anything from it?
The entire point of publishing anything on LinkedIn is to make some kind of traction, whether it's with your personal brand, thought-leadership, or overall content strategy. Otherwise, why else would you spend any time doing it?
But when you're routinely posting content, whether it's a weekly video, LinkedIn articles, or just creative posts, and not seeing much for your efforts, it's hard to stay motivated. You start to ask questions like:
Did I start publishing content too late?
Will I get any leads from this, anyway?
Is this all worth it?
In my opinion, it's not too late. If you're struggling to stay motivated with LinkedIn content, I'd say that you’re not proud of what you’re creating. And even if you're posting for business, there’s no reason why you can't enjoy creating your LinkedIn content, and having that be reason enough.
Examples Of The Best Content To Post On LinkedIn
In short, LinkedIn is a great additional channel to spread your content to. But it's just a piece of the puzzle. That's why it's so critical to produce LinkedIn content you feel is good, even if you never get anything from it.
A lot of people posting LinkedIn content are already creating great content. A few of my favorite examples include:
1. Goldie Chan / #DailyGoldie Videos
Goldie Chan has great LinkedIn video content because she's got a great personality. Instead of keeping things too professional or stuffy, she always creates videos that are uniquely her (green hair and all.)
Following the hashtag #DailyGoldie, Goldie talks about branding, marketing, and social media in her short, eccentric videos.
She also follows a templated post, using other relevant hashtags, the number video it is, as well as information about how to collaborate with her.
2. Gretchen Rubin / Interviews
Gretchen Rubin, the best-selling author, has a website where she regularly publishes articles and podcasts about happiness and positive habits. For example, on her podcast, she talks to influencers such as Ramit Sethi, James Ryan, and Chris Guillebeau.
But Rubin also has an extremely active LinkedIn page where she distributes this content.
Her content isn't specifically made for LinkedIn, but Rubin uses thoughtful quotes and excerpts to make the content feel original. It's an example of how you can share content to LinkedIn without making it feel too automated or boring.
3. Noah Kagan / Casual, But Informative Posts
I'm a little biased, because Noah Kagan is one of my favorite entrepreneurs. Because similar to Chan, he's got his own personality that he brings into all of his content.
From his embedded video podcasts to his productivity tip blogs, Kagan shares unfiltered interviews and stories about entrepreneurs that feel more like face-to-face conversations.
Kagan uses his past experiences, failures, and own shortcomings to inspire his material. It may feel intimidating to be vulnerable, but it inspires some of the most interesting content.
4. Google Company / Value-Driven Updates
If you're looking to gain traction on LinkedIn, I'd recommend building out your personal profile. Because people tend to trust people over organizations. You may get better engagement from a profile with a large network of peers. However, if you're going to invest in a company profile, do it right.
An example of a company that produces exceptional content is Google. The Google LinkedIn page has high-quality videos and posts about their core values and principles.
5. Jay Shetty / On Purpose Videos
Jay Shetty, a former monk turned online influencer, uses LinkedIn to inspire his audience with a thoughtful “On Purpose” podcast series. He shares both audio and video posts of interviews with inspiring people like Arianna Huffington, Ray Dalio, and Francia Raisa.
While this seems pretty run of the mill, what makes Shetty so special is his ability to dig into deeper issues and controversial topics.
While you don't necessarily need to be controversial to be engaging, people want out of the box topics. They crave meaningful conversations that relate to their work, passion, and motivations. They've already seen everything else.
6. Adam Grant / #WorkIn60Seconds Videos
Adam Grant, an organizational psychologist and New York Times writer with a monthly newsletter that gets sent to 100,000 subscribers, is an expert in motivation. He's also the host of WorkLife, a chart-topping TED original podcast.
Grant doesn't need LinkedIn for engagement, but he still shares expertise in a series of videos for the platform called Work In 60 Seconds.
It doesn't have a high-production value, but the content makes it very effective.
Coming Up With The Best Content To Post On LinkedIn
When it comes to coming up with ideas for LinkedIn content, you'll surely generate a ton by looking at influencers. But the two things that matter most are that first, you're creating content that you enjoy making and second, you're creating content that your audience wants.
If you align that content with a killer marketing strategy, and publish your content frequently, you're sure to get more value from LinkedIn than you ever have before.