How to come up with ideas for content on Linkedin


If you're using Linkedin to build your brand and reputation as an authority (and you should be!), then you need to be posting on there regularly. 

At a very minimum, that would be one post each day. 

However, soon enough you're going to struggle to come up with ideas of what to post. 

In this short video I explain how to utilise Linkedin's 'Today's News and Views' feature to come up with content ideas, and to join the conversations of others.

Commenting on other people's post should be a part of your strategy as it gets you in front of a much wider audience.  

To learn more, watch the captioned video below, or if you prefer to read, there's a full transcript below the video.

And if we're not already, be sure to connect with me on Linkedin and to follow the Consulting Compass page

Video transcript:

Are you struggling to come up with things to post on LinkedIn? 

If you're using it as a method to build your brand and your reputation, then you should be posting something at least once a day.

And when you do something every day, sometimes it can be challenging to come up with things to say.

So, here's a quick tip of where you can leverage what's already available on Linkedin to help you build your brand and reputation. 

So, let's say that you are a Health & Safety consultant. And each day you're putting a post on your LinkedIn timeline, and that post will go out to most of your existing connections and followers.

What it won't necessarily do, unless someone likes or comments on it, is to go wider than that.

So, one way to broaden your reach, to get more people to see your opinions, is to leverage 'Today's News and Views' feature in LinkedIn.

So, if you go to your homepage, on the right-hand side you will see 'Today's News and Views'.

So what I like to do every day, is have a quick look through these articles, and see if any of them have any relevance - no matter how limited that might be - but any relevance to my business, and the things that we do within it.

So I'll use an example here. 

Let's say you are a Health & Safety consultant, and if you scroll through here you can see there's an article here that's trending called: "Anger Over Death of Zero-Hour Worker".

So, if you click on that, you then get what is essentially a news page on Linkedin where the Linkedin editors have curated high-performing news articles. 

So, you get a preamble here, that tells you a bit about it. And then if you look at 'Editors Picks', you can scroll through here and see people that have already commented on it.

So what I do first of all is, I look at the engagement.

Have lots of people already liked or commented on this particular post?

So, if you scroll down, you can that these are quite good posts by engagement.

These aren't posts by Gary Vaynerchuk, or people with hundreds of thousands of followers. So you're not going to see necessarily 500 likes, or something like that. But that doesn't matter, what you looking for is the one that's getting engagement. Because this is more valuable engagement, rather than people just trying to hang on the coat tails of other successful people.

So, there's lots of posts here that are getting reasonable engagement.

So what I would do is have a quick read through, and then I might add an opinion. So I would comment. You can 'Like', but 'Like' doesn't do very much. It doesn't build your reputation by liking something.

Instead you need to comment. So, for example here, "Lot's of lessons being learned that we will carry around the world, to help make our railways safer."

So, I would click on this link, read the article, then I would add a comment to it. 

So, you can see here, some people are disagreeing with that article, some people are being positive. So just decide what your actual, real opinion is, and then comment upon it.

So then what will happen is, some of these people may then go and view your profile, they may respond to your comments. But what you've been able to do is kind of move out-of-network.

So, you've been able to see, if you look here these are from third-degree connections. Third-degree connections, because obviously I don't do anything in the Health & Safety space. There's a couple of second-degrees there.

So, choosing a third-degree is definitely a good one to do. 

A third-degree response with a high engagement rate will then give you access to a much broader network.

So, quick tip there as to how you can leverage 'Today's News and Views' each day to come up with some content that is out of your existing network.


Images are courtesy of Unsplash and the following photographers:

 Patrick Perkins