Yo! Welcome to the next episode of The Content Strategy Reeder where 3,633 subscribers get better at content creation and strategy in less than 5 minutes.
After a few years of posting on LinkedIn, I decided to add data to my LinkedIn strategy.
I’ve seen a few peers use SHIELD analytics with positive reviews, so I decided to give it a shot for two reasons: I was curious to see my all-time historical stats, and I wanted to better understand audience demographics and confirm a few things I thought to be true.
I was pleasantly surprised to find that my content has been viewed over 12 million times:
Daaaaamn. V cool.
Of course I hoped my content would get viewed as much as possible, but I never set any expectations or goals here (we’ll get into why in a sec). But I admit seeing that number was really rewarding because I put a lot of effort into my content. It also sparked a few insights and learnings as I dug through the data and reflected on my LinkedIn journey so far.
I decided to share them for this week’s episode because they’ll help you refine your content strategy and content creation.
Distinguish early and lagging indicators of success.
Those 11M views are great, but that’s not really why you should invest in your LinkedIn Content Strategy. The purpose of your content is to support or achieve a strategic goal — something high impact for you and/or your business.
Early indicators reflect content consumption: views, comments, shares. They reflect traction. But how that traction takes shape is what really matters.
Lagging indicators include direct messages to meet/buy from you, gaining followers, newsletter subscribers, product purchases, etc are the real goal behind publishing content on LI.
It’s important not to dwell on every metric possible, otherwise you might lose focus of what really matters. I personally focus on lagging indicators way more than early indicators listed because they are more meaningful growth metrics for my business and goals.
Insight: Five posts made up 24% of my total views
Top posts was one of the first reports I looked at.
One of my favorite things to do is look at top and bottom performing posts to analyze what worked and what didn’t so I can replicate and improve accordingly.
There are two main takeaways from this group of posts:
- Taking a bold stance on a controversial topic gets a lot of engagement
- The top two posts follow #1, but were also only one sentence each
Replicating these is valuable to my content strategy because I’ve learned that the more people that see my post, the more traffic my profile gets. And that increase in traffic leads to an uptick in newsletter subscribers, course sales, and DMs asking for consulting.
Now I have a content play I can mix into my publishing schedule to get spikes of engagement and growth.
But I never would have known that if I wasn’t testing new ideas and formats.
Which leads us to our next point…
Experimenting drives growth
I never used to do one line posts.
Mostly because what I had been doing — mostly longer text posts — worked so well. So I challenged myself to write something engaging in as few words as possible. Figured, why not?
But once I cracked 1M views for the first time, I knew I was on to something.
The best way to evolve your content strategy is to test new ideas, then add the winners to your playbook. That’s how you keep your content fresh and your audience engaged. It also help you…
Know your audience
Knowing who they aren’t is also important because if your content speaks to everyone, it really speaks to no one.
Keep in mind, knowing your audience isn’t something you “finish.” It’s an on-going process — you’ll continue to learn with every post based on their feedback to your content.
You don’t have to post every day
I see this advice a lot on LinkedIn. It’s usually from people who post every day. Of course increasing your output should help your results, but be cautious if prioritizing quality over quantity.
It’s better to have 2-3 posts per week that you’re proud of and enjoy creating compared to pumping out content simply because “ I gotta post every day”. It’ll quickly take the joy out of the process, and cause necessary stress if your writing process isn’t ready to handle that much output.
Instead I recommend that you…
Repurpose your content
Recycling existing content into new formats is the simplest and most effective way to double your content output immediately without coming up with any new ideas.
Here’s an easy way to think about it: if you wrote it, say it. If you said it, write it. ← I said this line in a podcast before I wrote it here, for the first time.
Follow the formula for highly engaging content
It’s simple and effective: insightful, relevant, actionable.
All of my top performing posts follow this framework.
Similarly, my lowest performing posts do not.
Now I ensure I hit on each aspect every time.
Alright my friends, that’s a wrap for today.
I hope today’s post sparked new ideas that’ll boost your LinkedIn content strategy.
And if you want to add data to your strategy, SHIELD might be worth checking out.
Holler at you next Saturday,
If you want to level-up your LinkedIn game…
And learn to create highly engaging content, you’re ready for my video course, Content Strategy for LinkedIn. Inside of an hour you’ll learn:
- How to build your LinkedIn profile so it drives action instead of becoming a dead end
- 10 writing prompts so you can consistently create high quality posts in minutes
- Framework and checklist for setting and measuring goals
You can unlock access to the course here, plus 22% off using “CSR” at check out.
Here’s a recent review from Steven:
Content on Content
Every now and then I share content about content (sooo meta, I know). It might be something I wrote, I’m reading, or something that inspired me. It just might give you a lift too.
A couple weeks ago I got to hang with my homie, Rowan, on his Maritech podcast alongside Heike Young, Senior Director, Content Strategy at Salesforce, Ashley Faus, Content Strategy Lead at Atlassian. You can hear best practices for building an empowered content team to drive your company’s strategic initiatives, plus which metrics you can use to measure success. Grab your headphones and check it out.
Did you like today’s episode of CSR? If so, you’d make me shout “boomshakalaka” if you shared this link with your friends or on LinkedIn. Here’s an example from Eddie Mraz for inspiration.