Are you wondering how to win against LinkedIn’s algorithm? The trick to being seen is posting content worth seeing and sharing. Easier said than done? Not really, if you follow these five tips:
- Understand your goals
- Focus on value for your target group
- Make your post easy to read
- Write hooks to catch the attention
- Keep the language simple.
Here is how to get the maximum out of your LinkedIn content
Ask yourself what goal are you hoping to achieve. The answer to this question determines your focus and shapes the value you will be delivering to your audience.
Do you want to boost your overall presence so landing a job will become easier? Are you hoping to improve your brand’s reputation and maybe get an increase in sales? Is your aim to present yourself as a relatable employer and lure the best candidates to your company?
With your end goal in mind, you can tailor your content to specific purposes. Here are some ideas.
- Lead generation
This is a good way to bring in more business. Create and post content that your customers will want to interact with. This includes your current customer base as well as your potential target pool. A simple like or comment is a convenient way to break the ice.
By responding to people who engage with your posts, you make them feel seen and acknowledged. Your business comes across as friendly and appreciative. This wins you customer loyalty, possible recommendations, and ultimately more conversions to actual transactions.
- Followers and connections
If your aim is to reach as wide an audience as possible, tailor your content to making connections. Produce and share the things you know people will want to see. This requires some research into your target demographic.
You might have to experiment a little before finding what content types, topics, and styles work best. Your purpose, in this case, is to make the LinkedIn algorithm love you and show your posts to more people. It’s a long-term investment, so prepare yourself for patience and commitment.
- Impressions ratings
Impressions are the number of times someone on LinkedIn saw your content. They show the visibility of your content and, thus your reach. This is what you’re aiming for if you want to boost your overall presence.
In other words, focus on content that you can put to professional use. Stay away from frivolous amusement (unless you run an entertainment business). It’s nice for easy likes, but it traps your profile, especially if you post many such things.
The moment you turn to something more serious and industry-centric, you’ll lose followers. Then the platform classifies your content as something people don’t want to see. It cripples you from showing up in feeds.
But how do you give value on LinkedIn? Provide content that is in line with your goals. And that your target audience can relate to. The point is to establish a consistent flow of valuable posts. Gather a community that engages with your content and that you can market to.
If the content is king, LinkedIn formatting is its crown. Take some time to get the hang of optimal formatting for different content types. Also, consider different displays.
Your posts need to look equally appealing in different browsers, in the mobile app, and on different device screens. There are plenty of quality online tools that teach you how to preview a post on LinkedIn, so take full advantage of those.
The general rule of thumb is to focus on mobile devices. If it looks good on the phone, it’ll look good in-browser. Moreover, most people nowadays access the web and their platforms on the go, from phones or tablets.
Learn how to split paragraphs, delineate sections, organize lists, emphasize key points with bold or italics, and utilize emojis. To be extra-considerate, adapt your content to dark mode too. It’s increasingly considered less of a cosmetics thing and more of an accessibility issue.
You have three to four lines of text to grab people’s attention and keep them on your post. You’ve seen it in your own feed: the dreaded “See More” button.
This is your elevator pitch space. Direct questions, interesting stats, and pitching actionable advice all work well. Just remember to deliver on the hook’s promise. Otherwise, your audience quickly navigates away, the algorithm thinks you’re clickbait, and again snuffs your reach.
Make each post easily digestible. Use clear, concise language. Replace complicated words with everyday versions. Especially stay away from niche jargon. Use the readability score for your posts to make the most out of your writing.
Try to stick to an active voice as much as you can. The point is to be direct, dynamic, and understandable. Smaller chunks are better than blocks of text.
To sum up, “top quality” for LinkedIn means “targeted, strong, and clean”. Tailor your posts to your specific goal. Focus on simplicity and value, and grab attention with strong opening lines. Utilize formatting tools like AuthoredUp to make your content easily accessible to all platform users.