Writing LinkedIn Content That Engages & Converts

The Three Pillars of Writing LinkedIn Content from Writing Content That Converts

One of the best mic drops circulating during our Unmute conference was an ode to Brian Galicia: “Be a resource, not a resume.” 

By educating and inspiring your network, you brand yourself as a trusted resource people can turn to when they need answers. And the roadmap to becoming a resource begins by writing powerful LinkedIn content.

Writing Linkedin posts that engage and excite your audience isn’t as hard as you think. If you follow the experts on LinkedIn, you’ll notice that what they write is what they know. 

It’s what they love. It’s what they’re passionate about. It’s content that attracts an audience because it’s as exciting to the author as it is to the reader.

During our Unmute session, “Write Content that Converts,” Mackenzie Boli — a leader in creating powerhouse content on LinkedIn — expands on the idea that what gets you excited is what you should be posting. 

Related Content: Developing Your LinkedIn Posting Strategy

Becoming a Resource, One Post at a Time

One scroll through your feed can show you what posts are exciting and which ones are duds. You know them at a glance. In Mack’s session, she dissects how we look at content and how to create attention-grabbing posts by answering questions, breaking up your thoughts, and exercising variety.

1. Pick a Question and Answer It

People love to self-educate. As the digital age continues to inundate us with information at our fingertips, we’re automatically inclined to find the answers ourselves. For your area of focus, YOU have the answers. Whether you’re in sales, marketing, customer success, or even IT, you have answers to people’s questions.

One of Mackenzie’s central points was to be a pillar of information. When you consistently answer the same question for clients or coworkers – take it to LinkedIn. More than likely, other people in your network are wondering the same thing. Jot it down, and answer it as if you’re just having a conversation with a friend. Be colloquial, be relatable, be enthusiastic, but don’t skimp on the details. Be thorough and accurate, and have fun!

2. Break Up Content for Easy Reading

Making your content easy to read is paramount to securing views. People love to scan — only 16% of online viewers read content word-for-word — and by breaking your content into several lines will help them extract the main points. Don’t waste your unique insights on big blocks of copy. Break it down the way Mackenzie does.

(Pro Tip from Mackenzie: flip the conventional content layout on its head. You might be used to the narrative structure of intro-evidence-main point, but placing that main point at the top is a huge traction-gainer. People will be instantly attracted to what you’re talking about and be more inclined to click the “see more” when the first line has caught their attention.)

3. Embrace variety in your posts

For good measure, let’s say it again: “Be a resource, not a resume.” 

Part of being a resource means leveraging your content to foster personal relationships with your network. 

Having variety in your posts allows you to do that; it will enable your viewers and readers to create an encompassing idea of who you are. While text-only posts and images act as an introduction to your ideas, your perspective, and your overall interests, videos work to put the “human” to all that.

All forms of content on LinkedIn serve their purpose in conversions: text-only posts have the most reach and build up your viewership. Videos and images spur engagement with a significant impact on how many comments you get. But ultimately, they all work to show who you are. Ask yourself often: “could this be a video? Could I make an infographic? Should I go live right now?” Always look for the best way you can present yourself to your audience.

Be Authentic and Post, Post, and Post Some More

Most importantly, when it comes to writing LinkedIn content that converts, be authentic. Deliver yourself to your network as someone they can have a conversation with, someone who encourages constructive interactions and valuable back-and-forth. When you keep that in mind, your network transforms into a community, one that can rally around your ideas and share their own in the process.

Remember: in the end, it’s not the content that converts, it’s your authenticity that gets the job done.

Looking for ways to create your digital voice on LinkedIn? Reach out and one of our session leaders will follow up to get you well on your way to writing LinkedIn content that converts.