Content break down: Liz Fosslien
3 min read

Content break down: Liz Fosslien

Yo! Welcome to the next episode of The Content Strategy Reeder where 2,580 subscribers spend a slice of their Saturday getting better at content creation and strategy.

One of my favorite quotes is from Steve Martin:

Be so good that they can’t ignore you.

I can count the number of quotes I have memorized on one hand.

But this one always stuck with me because it applies perfectly to content.

Because at the end of the day, quality content wins.

Doesn’t matter the topic, medium, platform, etc.

Quality matters most.  

And when I saw Liz Fosslien’s content on LinkedIn, Martin’s quote popped into my head.

Because her content is too good to ignore.

That’s why her illustrations are the focus of this week’s content breakdown.

Imagine this: You’re scrolling through LinkedIn – past text posts, crappy marketing banners, unappealing videos – then BAM, you see this:

This made my eyebrows raise, and I bet yours did too.

That’s because it’s different.

The illustration catches your eye. The message is crisp. And the art and the message work in perfect harmony.

Here’s another one:

While it’s the art that grabs your attention, it’s the message that keeps it.

That’s because her content strategy is solid.

  1. She has a clear point-of-view (POV): Difficult emotions are normal, and that we can better ourselves by working through them.
  2. Her voice is different and defined: no one else is creating simple, impactful illustrations to discuss mental health
  3. She understands her audience and consistently delivers value

And clearly it’s something personal to her because her post copy she shares personal stories that connect her to the content. Her delivery is honest and vulnerable – a direct reflection of the topic itself.

Liz has absolutely mastered the formula for creating irresistible content: it’s insightful, relevant, and actionable.

It’s insightful because it teaches you something new. It’s a dose of self awareness positivity in every post.

It’s relevant because everyone has struggled with these scenarios to some degree. It’s incredibly relatable and timely given the recent trend of prioritizing mental health.

It’s actionable because it’s basically teaching you mental strength: Next time I feel down about my performance, I’ll remember that progress looks different everyday, and I shouldn’t be so hard on myself.  

It’s extra impressive that she’s able to take complex emotional experiences and transform them into easily digestible graphic and written content.

When I initially saw this post a couple months ago, Liz probably had roughly 10k followers. She’s clearly winning hearts all over LinkedIn, because she’s around 50k now (and over 140k on Instagram).

I was wondering what she was going to do with all this art.

But I didn’t have to wonder for long because she announced it earlier this week:

I have no idea if this book was planned all along or not, but it’s brilliant.

Her stream of “micro content” naturally became a long form book because her content strategy was clear, cohesive, and intentional.

And by posting high-quality LinkedIn content consistently, she built an audience of engaged followers – many who are already interested in buying her book because of how much free help she’s given through her free LinkedIn post. (Me being one of them).

Major props to Liz, she’s clearly talented and found her niche.

But you don’t need to be an amazing illustrator to be successful. There are a million ways to share information, and an equal amount of topics you can focus on to deliver value to your audience.

To make this actionable for your content…

Think about your content strategy – is your POV clear?

Review your upcoming content – is it insightful, relevant, and actionable?

If not, spend some time here today. It's the most impactful way to build you content skills and boost your results.

Holler at you next Saturday,

PS: In case you’re wondering, this isn’t a sponsored post. I’ve never spoken to Liz directly (at least not yet!), I just have a content crush on her work.

Did you get value from this post? I’d be honored if you shared this link with your friends or on LinkedIn. Here’s an example from Ashley McGovern for inspiration.