Every so often I see paid video ads on YouTube and Facebook exhorting coaches, trainers, and consultants to stop posting LinkedIn content because it doesn’t work.
And, this puzzles me, because we get great results for our clients and for our business from content marketing on LinkedIn.
But, I do know that if your posting of new content is sporadic, inconsistent and random, or tangential, you may get some engagement even though you are not leading your reader anywhere in particular.
That’s why we have developed a structured approach to generating and posting content that we use for every client project based upon a content plan and posting schedule created upfront.
We tend to use a mixture of posts and articles on LinkedIn and blogs and landing pages on the website or appointment setting software.
And, we include in the content plan a sequence of videos, written articles/blogs, Case Studies, Personal anecdotes, and questions/surveys – leading your prospective client to a soft pitch.
And we sequence this content on a monthly cycle.
So, how do you go about creating your content plan?
Step 1: design the LinkedIn content journey that you want your prospective client to experience
Most journeys have a beginning, a middle, and an end.
We start by designing the whole journey from initial contact, which is often in the form of a connection request, through to booking an appointment, and showing up for that appointment, and enrolment and onboarding.
And each piece of content performs a specific function and leads the viewer/reader to the next step in their journey towards becoming more knowledgeable about marketing.
Sometimes we make each piece of content self-contained, and other times we create a series of 1 to n parts.
Remember that some people will be avid readers and will read everything from start to finish.
Some will be skimmers and will dip in and out of your content, or go to the end of the content to get to the point.
Some may only see 1 piece of content.
Some may read your content in a different order to what you intended.
So, it’s important to ensure that each piece of content “stands alone” and does not assume that the viewer/reader has consumed every piece of content, in the correct order.
Step 2: decide what type of LinkedIn content you plan to create.
We recommend a combination of video, audio and written material.
There are a range of different mental models which you can use to structure this content.
Best thing to do is choose one and experiment to see which one works best for you and more importantly for your audience.
Step 3: decide on your posting frequency and titles for each piece of content you plan to create.
Now you have your content plan.
And all you need to do is to create your content and post it in accordance with your plan.
If you need help to create your content plan give us a call or book a time in my calendar and we’ll be happy to help